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LET’S HAVE A THINK ABOUT 
DATA VISUALISATION THINKING 
Andy Kirk 
@visualisingdata
Let's do some thinking about data visualisation thinking
Data visualisation specialist: Trainer, lecturer, researcher, 
author, design consultant, speaker, twitterer...
Theories and techniques 
Real-world practice
TALENT 
THINKING
5 ATTRIBUTES OF 
GOOD VISUALISATION 
THINKING
#1 
ORGANISED 
Sequenced thinking
1. Establish the visualisation’s purpose 
PRACTICAL 
CREATIVE 
2. Acquire, familiarise with and prepare 
your data 
3. Determine the editorial focus of your 
subject matter 
4. Conceive your design: data 
representation and presentation 
5. Construct and complete your design 
solution
Recommended talk/project... 
http://www.youtube.com/watch?v=ZMB_6OeCEP8
Process but not procedure
“There's a strand of the data viz world that argues that 
everything could be a bar chart. That's possibly true but 
also possibly a world without joy” 
Amanda Cox, New York Times 
http://blogs.hbr.org/hbr/hbreditors/2013/03/power_of_visualizations_aha_moment.html
Framework for thinking rather than rules for learning
Framework for thinking rather than rules for learning
Where to begin? What pathway to take? 
http://www.mattneuman.com/maze.gif
Cohesion and flow of thinking
Organised thinking for visualisation 
The most effective and efficient way to 
sequence your thinking.
#2 
Boring! 
CONTEXTUAL 
Framing our thinking
Let's do some thinking about data visualisation thinking
The influence of context 
YOU ARE KAYAKING ALONG THE 
COAST OF GREENLAND AND YOU 
NEED A ‘CHART’ TO NAVIGATE 
(HT to Mark Daggett @heavysixer)
Three options: Which is best? 
http://www.visualisingdata.com/index.php/2013/03/tactile-visualisations-inuit-wood-maps/
It needs to cope with being wet 
http://www.visualisingdata.com/index.php/2013/03/tactile-visualisations-inuit-wood-maps/
It needs to float 
http://www.visualisingdata.com/index.php/2013/03/tactile-visualisations-inuit-wood-maps/
It needs to work in the dark 
http://www.visualisingdata.com/index.php/2013/03/tactile-visualisations-inuit-wood-maps/
Needs to work without cellular signal 
http://www.visualisingdata.com/index.php/2013/03/tactile-visualisations-inuit-wood-maps/
It shouldn’t be cumbersome to use 
http://www.visualisingdata.com/index.php/2013/03/tactile-visualisations-inuit-wood-maps/
We can’t rely on anything that needs power 
http://www.visualisingdata.com/index.php/2013/03/tactile-visualisations-inuit-wood-maps/
It is too cold to work without gloves 
http://www.visualisingdata.com/index.php/2013/03/tactile-visualisations-inuit-wood-maps/
Final score 
http://www.visualisingdata.com/index.php/2013/03/tactile-visualisations-inuit-wood-maps/
http://www.amazon.com/gp/product/0123740371/ref=as_li_tf_il?ie=UTF8&tag=visuadata-20&linkCode=as2&camp=217145&creative=399369&creativeASIN=0123740371
“...this example reinforces my thesis that in order to 
design a tool, we must make our best efforts to 
understand the larger social and physical context 
within which it is intended to function.” 
Bill Buxton, “Sketching User Experiences” 
http://www.amazon.com/gp/product/0123740371/ref=as_li_tf_il?ie=UTF8&tag=visuadata-20&linkCode=as2&camp=217145&creative=399369&creativeASIN=0123740371
Contextual thinking for visualisation 
What’s the best visualisation solution? 
It always depends.
#3 
IMAGINATIVE 
Harnessing instincts
Our instincts offer a unique perspective 
http://www.theatlantic.com/international/archive/2014/01/what-you-get-when-30-people-draw-a-world-map-from-memory/282901/
Our instincts offer a unique perspective 
http://www.visualisingdata.com/index.php/2013/06/a-short-essay-about-interpretation-doodling-perceptions-and-people/
Our instincts offer a unique perspective 
http://visualizing.org/galleries/peoples-choice-visualizing-london-2012-olympic-games
Importance of sketching
Influence and inspiration 
http://www.monumentvalleygame.com/img/screenshot2.jpg
Influence and inspiration 
http://www.visualisingdata.com/index.php/2012/05/the-fine-line-between-plagiarism-and-inspiration/
EXERCISE 
Audience participation
What keywords and imagery come to mind? 
ANALYSIS ABOUT THE IMPACT OF 
PSYCHOTHERAPY TREATMENT ON 
PATIENTS IN ALASKA, 2013
What keywords and imagery come to mind? 
Care 
Help 
Support 
Improvement 
Deterioration 
Healthy 
Unhealthy 
People 
Individuals 
Anonymised 
Integrity 
Authoritative 
Sensitivity 
Transparency
What keywords and imagery come to mind? 
http://design-seeds.com/palettes/ArcticLove600.png
What keywords and imagery come to mind? 
GRAPHIC TO MARK THE MILESTONE OF THE 
500TH EXECUTION IN TEXAS
What keywords and imagery come to mind?
Imaginative thinking for visualisation 
What mental visualisations – instinctive 
keywords and imagery – form when you 
think about a task, its topic and its data?
#4 
JOURNALISTIC 
Harnessing curiosity
Self-initiated curiosity 
http://bklynr.com/block-by-block-brooklyns-past-and-present/
Self-initiated curiosity 
http://guns.periscopic.com/
Self-initiated curiosity 
http://guns.periscopic.com/?year=2010
The journalist-analyst sensibility to find and show
One to watch: Christopher Ingraham, Washington Post 
http://www.washingtonpost.com/people/christopher-ingraham
“A photo is never an objective reflection, but always an 
interpretation of reality... I see data visualization as sort of 
a new photojournalism – a highly editorial activity.” 
Moritz Stefaner 
http://well-formed-data.net/archives/1027/worlds-not-stories
Editorial focus: Filtering 
http://i.imgur.com/RmXbrDZ.jpg
Editorial focus: Filtering 
http://i.imgur.com/RmXbrDZ.jpg
Editorial focus: Representative angle? 
http://www.theguardian.com/football/blog/2014/jul/05/diego-maradona-belgium-famous-photo#_
Editorial focus: Representative angle? 
http://www.theguardian.com/football/blog/2014/jul/05/diego-maradona-belgium-famous-photo#_
Editorial focus: Other angles available? 
https://twitter.com/toddlerlex/status/440393501810118656/photo/1
Editorial focus: Other angles available? 
https://twitter.com/toddlerlex/status/440393501810118656/photo/1
Pattern matching, sense-making, sniffing out the story 
http://en.wikipedia.org/wiki/August_Landmesser
Pattern matching, sense-making, sniffing out the story 
http://www.bloomberg.com/billionaires/latest
Pattern matching, sense-making, sniffing out the story 
http://www.nytimes.com/interactive/2014/10/19/upshot/peyton-manning-breaks-touchdown-passing-record.html?abt=0002&abg=0
Journalistic thinking for visualisation 
What triggers your data-focused curiosity? 
What ‘photos’ of your data do you need to 
convey your message?
#5 
CRITICAL 
Developing the craft
Independent critical thinking 
http://eagereyes.org/blog/2014/beyond-the-knee-jerk-reaction
“There is a tendency to just reflexively make fun of 
certain types of charts, in particular pie charts and 
3D charts. While that is often justified, there are also 
exceptions... we have to suppress the knee-jerk reflex 
and give them a moment of thought 
before ripping them apart.” 
Robert Kosara 
http://eagereyes.org/blog/2014/beyond-the-knee-jerk-reaction
Choices: The breadth of critical thinking (136 charts in 34 secs)
Choices: The depth of critical thinking 
http://openvisconf.com/2014/
Choices: The depth of critical thinking
Dieter Rams’ ‘10 principles of good design’ 
https://www.vitsoe.com/gb/about/good-design
“Designers Touching Their Face” 
http://dttf.tumblr.com/
“#8 Good design is thorough down to the last detail... 
Nothing must be arbitrary or left to chance.” 
Dieter Rams’ ‘10 principles of good design’ 
https://www.vitsoe.com/gb/about/good-design
EXERCISE 
Team participation
Prizes to be won! Need two teams of 3 people…
Identify as many visualisation design decisions as possible... 
http://hint.fm/wind/
Critical thinking for visualisation 
How can your resolve the 
best design choices from the vast range 
and depth of options available?
5 ATTRIBUTES OF 
GOOD VISUALISATION 
THINKING
ORGANISED 
CONTEXTUAL 
IMAGINATIVE 
JOURNALISTIC 
CRITICAL
Let’s get this little guy working
LET’S HAVE A THINK ABOUT 
DATA VISUALISATION THINKING 
Andy Kirk 
@visualisingdata

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