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Designing Creative Content: How Visualising Data Helps Us See

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Vicke Cheung / @VickeKaravan Designing Creative Content How Visualising Data Helps Us See


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We create pieces of content to earn attention for our clients


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Getting coverage requires either: 1. breaking news 2. new insight


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We tend to focus on: 1. breaking news 2. new insight


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New insight means allowing people to see something in a new way


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This is where visualising data comes in


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Visualising data provides insight by Simplifying the complex


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concerthotels.com/100-years-of-rock


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wikipedia.org


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wikipedia.org


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We took a complex dataset


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…and simplified it


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shortlisted for_______________________________________ featured in ___________________________________________   122,708     8,366    558  concerthotels.com/100-years-of-rock


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Simplifying things makes it easier to consume and draw insight


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Visualising data provides insight by Putting things into context


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We aren’t good at wrapping our heads around big numbers :(


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On average, there are 60 million photos uploaded to Instagram each day


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Impressive stat, but pretty meaningless by itself


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Let’s make it concrete!


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photoworld.com/photos-on-the-web


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Physical frames of reference allow us to “see” the size of Instagram in a new way


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Monday 19, October hereistoday.com


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Give insight by putting things into context


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Fear not: Putting things into context isn’t about fancy animations


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Simple static images can do the job just as well [more on this later…]


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bbc.co.uk/news/uk-14975549


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howithappened.com


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howithappened.com


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Visualising data provides insight by Revealing patterns


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Can money buy happiness?


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Data taken from Cabinet Office Wellbeing & Policy Report 2014


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The BBC wrote an article about this bbc.co.uk/news/magazine-26671221


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This was their insight bbc.co.uk/news/magazine-26671221


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It’s hard to draw insight from this


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We wanted to do more with it


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michaelpage.co.uk/minisite/salary-vs-happiness


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Curve of best fit


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Plotting the data and the curve allowed us to identify outliers


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Outlying occupations


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Outlying sectors


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The interest is in the outliers, which were only identifiable through visualisation


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Another great example of revealing patterns and clusters…


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nytimes.com/interactive/2011/05/03/us/20110503-osama-response.html


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Visualising the data brought the hidden patterns and relationships to light


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One big caveat


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Any data can be visualised


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But not all data should be!


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You need to know where you’re adding value


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Wow  vs.  Aha


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You just listened to Wikipedia!


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Listen to Wikipedia listen.hatnote.com


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The value is not to learn about Wikipedia


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The value lies in the novelty of the execution and experience


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This is “Wow” listen.hatnote.com


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“Isn’t this just lovely?”


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“Well, this is mesmerising”


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Wow shows you something you’ve literally never seen before


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Moving on to “Aha”


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Data is easy to come by, but insight is not


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priceonomics.com/the-hipster-music-index


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It shares insight by applying a new meaning to the two sets of data


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huffingtonpost.com/benjamin-moore/overrated-underrated-movies_b_5319488.html


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overrated huffingtonpost.com/benjamin-moore/overrated-underrated-movies_b_5319488.html


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underrated huffingtonpost.com/benjamin-moore/overrated-underrated-movies_b_5319488.html


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It’s about what they mean, not how they look


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This is “Aha”


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Aha shows you something in a new light


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“Wow” and “Aha” are not often as clear-cut


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The Wow & Aha Spectrum Wow Aha


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The Wow & Aha Spectrum Listen to Wikipedia Wow Aha


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The Wow & Aha Spectrum Listen to Wikipedia Wow Hipster Music Index Aha


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The Wow & Aha Spectrum Hipster Music Index Listen to Wikipedia 100 Years of Rock Wow Aha


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The Wow & Aha Spectrum If you printed all the Instagram photos… Hipster Music Index Listen to Wikipedia 100 Years of Rock Wow Aha


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The Wow & Aha Spectrum If you printed all the Instagram photos… Happiness vs. Salary Listen to Wikipedia Hipster Music Index 100 Years of Rock Wow Aha


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The Wow & Aha Spectrum If you printed all the Instagram photos… Happiness vs. Salary Listen to Wikipedia Hipster Music Index 100 Years of Rock Wow Aha


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Regardless of what value you choose to offer


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Don’t make your audience work for it


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findproperly.co.uk/tube-map.php


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Where’s the data?


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Oh, didn’t even see that…


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Still no actual prices!


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…until you hover again


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Don’t make your audience work!


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Thrillist made their own version thrillist.com/lifestyle/london/london-underground-rent-map


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It’s a big hit


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It succeeded where the other failed


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Unnecessary friction


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Reward doesn’t match the effort required


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Tried to do too much: optionoverload


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Overcooked execution


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Allows for quick scanning and locating data points of interest


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No learning curve


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Reward surpasses effort required


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Simple and intuitive


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It can be tempting to try to do too much at once


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What’s the one thing you want to show?


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Gender pay gap


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V1.


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V1. Not showing the one thing we want it to


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V2.


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Better, but could still be improved


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Pay gap made more obvious


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Introduced visual metaphor


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Ask yourself: What’s the one thing I want to show?


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And follow up with: Am I really showing this?


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Sometimes you need to show people how to see it


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“The annotation layer is the most important thing we do… otherwise it’s a case of here it is, you go figure it out” Amanda Cox, NYT Graphics Editor


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Annotation layer = labels, introductions, explanatory text, captions


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Surely the visualisation itself is more important than the annotations anonymous sceptic


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Indecipherable without annotations


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nytimes.com/interactive/2014/06/05/upshot/how-the-recession-reshaped-the-economy-in-255-charts.html?_r=0


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Annotations can help you deliver insight without making your audience work for it


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Recap


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The value in visual content is in helping people see things they couldn’t previously see by…


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Simplifying the complex


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Putting things in context


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Revealing patterns


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Know where you’re adding value If you printed all the Instagram photos… Happiness vs. Salary Listen to Wikipedia Hipster Music Index 100 Years of Rock Wow Aha


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But above all else… Don’t make your audience do the work That’s your job!


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vicke.cheung@distilled.net / @VickeKaravan Thank you! Vicke Cheung, Distilled


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