the scientist's guide to effectively communicating results ......types of graphs to consider...
TRANSCRIPT
Jacqui Fenner |
The Scientist's Guide to
Effectively Communicating
Results Using Graphs
and Other Visuals
Graphic Designer
June 2017
Office of Science
& Technology
―Above all else “Above all show the daelse ta — Edwa
show theThe Visual Di datasplay of.” Quantitative Information
— Edward Tufte
The Visual Display of Quantitative Information
rd Tufte
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 2
Talk Overview • Why are Visuals Important?
• Where to Begin?
• Types of Communications Materials Getting Started
• Match the Visual to the Message
• Highlight Key Information
• Declutter to Simplify
• Summary Example
Visual Best Practices
• Programs + Workflow
• Resources
• Q+A Summary
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 3
Why are Visuals Important?
Not just “dressing up” data
A well
designed
product…
Communicates better
Engages the audience
Gives a professional, cohesive look
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 4
Where to Begin?
Craft Written Content First
• Know your key messages (1-3 main)
Keep in mind…
• Only covering a few topics
• Modified examples
• Rules are not rigid
Use Existing Resources
• Brand Guide
• Templates
• Color palettes
Build Time into Process
• Plan up front
• 1+ week at end
• Iterative
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 5
Help Your Data Go Farther
Communications Materials
Websites / Web tools
Infographics / Maps / Graphs
Reports / Tech Memos
Fact Sheets / Brochures / Flyers Posters Presentations
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 6
Visual Best Practices
Match the Visual to
Your Message
Highlight Key
Information
Declutter to
Simplify
Summary Example
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 7
Visual Best Practices
Match the Visual to
Your Message
Highlight Key
Information
Declutter to
Simplify
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 8
Match the Visual to Your Message
Consider Context
Consider Options
• Audience
• Key messages
• Product type
• Web or print
• Graph / table
• Infographic
• Photo + text
• Callout box
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 9
Types of Graphs to Consider
Tables
• PRO Can fit a lot of info, often already done
• CON Makes viewer work harder
Circle graphs
• PRO Good for parts of a whole
• CON Less effective w/ many groups, multi series, similar values
Visual
indicator
Line graphs
• PRO Good for trends, comparison, multi series (sm changes)
• CON Less effective w/in category
Bar graphs
• PRO Good for trends, comparison, multi series (lg changes)
• CON Less effective across series
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 10
Avoid Data Distortion It Can Muddy Up Your Message
1
2
3
1 2 3 ?
?
?
??
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 11
Does a Photo + Text Work Just as Well?
15% increase
in U.S. jobs generated by marine
fisheries 2011 to 2014
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 12
Photo Tips
1-3 photos – high-quality, well chosen, relevant
Consider photo direction
Avoid cheesy photos + clipart
Background photo = text must be readable
Credit properly + complete file metadata as needed
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 13
Make Sure Content Can Breathe
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 14
Consider
Photo Direction
• Photos should face content.
• Flipping photos? Avoid distortion
of words / other.
Species
People
Boats
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 15
Visual Best Practices
Match the Visual to
Your Message
Highlight Key
Information
Declutter to
Simplify
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 16
Before You Begin, Make things Consistent 1. What are the defaults? Make everything consistent (layout, fonts, colors)
2. Add visual interest with meaning to highlight key information
Tip: Left-justify text as default to simplify line of sight
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 17
Give Focal Points using Visual Indicators
15% increase in U.S. jobs generated by marine fisheries from 2011-2014
1.8M
jobs
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 18
Color is a Powerful Tool
• Start with premade palette
(Your org brand? Online?)
• Choose 2-3 main colors
(1 neutral and/or 1 cool, 1
warm/accent color)
• Use saturation levels of
same color for variety
• Use primary colors sparingly
• Come forward
Warm colors
• Fall back
Cool colors
Template Colors Main Colors
1 2
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 19
Color Sets the Mood
Color + emotion: Can improve
viewer’s memory of key information
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 20
Brand Palettes are a Great Place to Start NOAA Fisheries NOAA Logo Colors Premade palettes
brand palette embedded in
templates Acceptable Swoosh + Type Color
Base Accent Colors
Supplemental Accent Colors
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 21
Let Color Theory Basics Inform Your Choices
Terms to know: • Color = hue
• Saturation level = value
How to achieve more contrast: • Use complimentary colors
• Use colors with greater saturation
level differences
Greater contrast can make things stand out,
highlighting key messages.
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 22
Highlight Key Information in a Graph using Color, Saturation, and Visual Indicators
Emphasis
Data
Back-
ground
-X%
2011 2012 2013 2014 2015
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 23
Insert PPT Shapes to Highlight Information
Can be used for: • Call out boxes
• Backgrounds
• Simple infographics
• Visual indicators
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 24
Remove Default Formatting on Shapes for a Cleaner Look
Text Goes Here Text Goes Here
• Copy + paste shapes
• Use Format Painter
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 25
Create Simple Infographics (PPT SmartArt)
• Item 1 • Item 2 • Item 3
Item 1
Item 2
Item 3
Right-click on bulleted list > Convert to SmartArt > More SmartArt Graphics…
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 26
Adjust Styling to Refine the Effect
Item 1
Item 2
Item 3
Item 1
Item 2
Item 3
Double-click on SmartArt graphic > Change Colors (etc.) on ‘Design’ tab(or right-click on SmartArt, convert to shapes, adjust properties for individual elements)
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 27
Visual Best Practices
Match the Visual to
Your Message
Highlight Key
Information
Declutter to
Simplify
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 28
Why Declutter?
Benefits
Creates white space
Highlights key messages
Frees up viewer’s attention
To remove / lessen excess information
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 29
Make Sure Content Can Breathe
Tips: Avoid moving written content into
the margins (leave a buffer).
Images can bleed fully to the edge if desired,
but avoid no-man’s land (as pictured on left).
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 30
Remove Visual Clutter from Graphs Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod Lorem ipsum dolor sit amet, consectetur adipiscing elit tempor incididunt ut labore et. consectetur adipiscing elit, sed
X%
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 31
Remove Visual Clutter from Graphs Use Color, Saturation, and Visual Indicators Meaningfully
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed Lorem ipsum dolor sit amet, consectetur adipiscing elitdo eiusmod tempor incididunt ut labore et. consectetur sed
X%
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 32
Reduce Amount of Text on PPT Slides
• People can read or listen, not both
at same time. 6x7 rule
max 6 lines
max 7 words per line
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 33
6x7 Rule in Action
• Lorem ipsum dolor sit amet, ante elit.
• Orci in scelerisque sollicitudin nonummy,
turpis sapien.
• Feugiat nisl dictum quam, ullamcor nec amet, gravida.
• Aliquet ut hendrerit duis, vivamus nam vel.
• Ligula ac adipiscing. Vestibulum turpis fusce, justo.
• Ultricies, fusce dolor wisi adipiscing, est amet.
• OK to break this rule
• Alternate text-heavy / text-light slides
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 34
Example: Reducing PPT Text
greater than
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 35
Example: Reducing PPT Text
Detailed info:
• Say out loud
• Move to…
1) PowerPoint notes
2) Appendix slides
3) Reference docs
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 36
Summary Example
Match the Visual to
Your Message
Highlight Key
Information
Declutter to
Simplify
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 37
Example: Original (modified)
Graph Title Goes Here
G1 (Group 1) G2 (Group 2)
Medium High High 13%
Low 61%
Medium 14%
Medium 14%
Medium High 9%
High 13%
Low 47%Medium High
High 14%
Low 59%
Low 61%
Medium 16% 10%
Indicator 3
Indicator 2
Indicator 1
Indicator 5
Indicator 4
High 21%
Medium High 9% Medium High 11%
High 15% High 17%
High 13% High 10% Medium High
10% Medium High 13%
Medium 18% Low 43%
Medium 24%Low 65%
Medium 22% Low 52%
Medium High 14%
16%
Low 56%
Low 44% Medium 16%
High 22%
High 25% Low 22%
Medium 22%
Medium High 13%
Indicator 3
Indicator 2
Indicator 1
Indicator 5
Indicator 4
Medium 22% Medium 20%Medium High 33%
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 38
-
Example: Draft 1 (modified)
Graph Title Goes Here
Indicator 1 Indicator 2 Indicator 3 Indicator 4 Indicator 5
Rankings 14% 25%
16%
33%
22%
20%
13%
9%
14%
22%
14%
22%
13% 21%
10%
16% 13%
22%
15% 17%
9% 11%
14% 16%
13% 10%
13%10%
18% 24% HIGH
MED
HIGH
MED
LOW
G1 G2 G1 G2 G1 G2 G1 G2 G1 G2
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 39
MED
to
HIGH
LOW
G1 G2 G1 G2 G1 G2 G1 G2 G1 G2
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 40
Example: Final (modified)
Graph Title Goes Here
Percentage of “Medium” to “High” Rankings by Indicator
53%
78%
45%
Groups
G1 G2
57%
39%
66%
39% 44%
41%
48%
Indicator 1 Indicator 2 Indicator 3 Indicator 4 Indicator 5
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 41
Low 61%
Medium 14%
Medium High 9%
High 15%
Low 65%
Medium 14%
Medium High 9%
High 13%
Low 47%Medium 22%
Medium High16%
High 14%
Low 59%
Medium 18%
Medium High10%
High 13%
Low 61%
Medium 16%
Medium High10%
High 13%
G1 (Group 1)
Indicator 3
Indicator 2
Indicator 1
Indicator 5
Indicator 4
Low 56%
Medium 16%
Medium High 11%
High 17%
Low 43%
Medium 22%
Medium High 14%
High 22%
Low 22%Medium 20%Medium High 33%
High 25%
Low 52%
Medium 24%
Medium High 13%
High 10%
Low 44%
Medium 22%
Medium High 13%
High 21%
G2 (Group 2)
Indicator 3
Indicator 2
Indicator 1
Indicator 5
Indicator 4
Graph Title Goes Here
Example: Before + After
Graph Title Goes Here
Percentage of “Medium” to “High” Rankings by Indicator
53%
78%
45%
Groups
G1 G2
57%
39%
66%
39% 44%
41%
48%
Indicator 1 Indicator 2 Indicator 3 Indicator 4 Indicator 5
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 42
Programs + Workflow
Microsoft Office Suite
Adobe Creative Suite
(InDesign, Illustrator, Photoshop)
Google Suite
Common Programs
• Not only one workflow. Find one to suit your needs.
• If graph produced in analysis software, consider styling elsewhere.
• Don’t have strong visual skills? Consider training 1-2 visual point people in
your office in basic visuals skills/programs.
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 43
Resources
NOAA Fisheries Resources
• Intranet Brand Guide + Templates
• Plain Language Guidance
• NOAA Photos on Flickr
Reading Materials
• Slideology by Nancy Duarte
• Resonat by Nancy Duarte
• The Visual Display of Quantitative Information by Edward Tufte
Web + PowerPoint Resources
• Lynda.com (paid) or YouTube (free)
• PowerPoint:
• SmartArt graphics
• Add or Format shapes
• Change order of objects
• Edit or Crop images
• Shorten links
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 44
Acknowledgements
• Communications Office
• Office of Science and Technology (ST)
• ST Communications Team esp. Avi Litwack, Laura Oremland, Cara Mayo
Rita Curtis, John Thibodeau
• ST Staff who provided examples
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 45
Q+A Contact [email protected]
U.S. Department of Commerce | National Oceanic and Atmospheric Administration | NOAA Fisheries | Page 46