I presented a version of this at a P&G Pet Care Global F&A Lunch and Learn. P&G-specific slides have been removed. Content from a Dan Young (P&G Corporate CMK) presentation shared with permission.
2. Finance & Accounting Challenges
⢠Communication
⢠Influence others more senior than you
⢠Effectively and persuasively share analysis
However, the bulk of the people we work with
are human. Humans are emotional creatures of
habit and donât always listen to reason.
3. F&Aâs role
⢠Rational objective analysis
⢠Accurate
⢠Impartial
⢠Dispassionate
ASSUMPTION: Objective Reality Exists
Does it?
4.
5.
6.
7. Deciding on having surgeryâŚ
90% chance of survival
10% chance of death
Will you have the surgery?
8.
9.
10. Problem with humans
⢠Action preferred over accuracy
⢠Ambiguity is inherent in life
⢠Ambiguity â Risk
⢠Risk ď Negative Emotions
⢠Motivation: Pursuing Gains or Avoiding Losses
⢠Avoiding Losses > Pursuing Gains
Result is a tendency to make decisions on feelings
instead of knowledge
âHuman Based Visual Communicationâ presentation by Dan Young â Corporate CMK
11. Much Information Processing is:
â˘Holistic
â˘Low Involvement
â˘Habitual
â˘Affect/Emotion Driven
â˘Driven by past experiences
âHuman Based Visual Communicationâ presentation by Dan Young â Corporate CMK
12. Low Involvement Logic
Benefits of graphics that can be processed at this
level:
⢠Fluent Processing Of Highly Accessible
Information
⢠Feelings of Familiarity
⢠Approach Behavior
Key Question:
Given the question and the broader communication
context, is your graphic âmessageâ intuitive?
âHuman Based Visual Communicationâ presentation by Dan Young â Corporate CMK
13. Tell a Story
⢠Integrate information presented
⢠Create a more concrete and familiar context
⢠Lead to increased fluency/ease of processing the
information
⢠Create relevant emotions/affect
⢠Help link to existing knowledge
Make your message more memorable and likely to
impact behavior
âHuman Based Visual Communicationâ presentation by Dan Young â Corporate CMK
27. Credits
Cognitive psychology elements from a Dan Young
(Corporate CMK) presentation titled âHuman Based
Visual Communicationâ presented at the 2011
Statistics Symposium.
Books written by Edward Tufte and Stephen Few
Stephen Fewâs site: perceptualedge.com
http://www.slideshare.net/janwillemtulp/data-
visualization-5724069