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Visualization 101 for Verbal Professionals
Worth a Thousand
Words
Tosca Fasso@toscafassoPartner, SUBTXTsubtxt.us
Hi!
• Break into groups• Pick a leader• Find 10 things in
common (jobs and body parts don’t count)
• Report back to the group
Icebreaker!
Tosca Fasso@toscafassoPartner, SUBTXTsubtxt.us
Hi again!
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We are storytellers.We just need to get familiar with the language of visuals.
We are here to…
• Think and express ourselves visually
• Prove the value of content strategy
• Get more work• ROCK
What’s in this session:
• Fundamentals of data visualization• A visual alphabet• Concrete examples of visual stories• Time to try everything out in a safe
environment
Three Cs for Content Strategists
1. Captivate our audience2. Crystallize our insights3. Compel our audience to do what we
recommend
CAPTIVATE
We process visuals 60,000 times faster than text.
- research from 3M Corporation
CRYSTALLIZE
Hair band Flags
80s!
Shorts
FourHow you have felt, O men of Athens…
For I am more than seventy years of age…
Is there anyone who understands human and political virtue?
If you ask me what kind of wisdom, I reply…
COMPEL
LAT LONG SURVIVORS DIRECTION 24.0 54.9 340000 A 24.5 55.0 340000 A 25.5 54.5 340000 A 26.0 54.7 320000 A 27.0 54.8 300000 A 28.0 54.9 280000 A 28.5 55.0 240000 A 29.0 55.1 210000 A 30.0 55.2 180000 A 30.3 55.3 175000 A 32.0 54.8 145000 A 33.2 54.9 140000 A 34.4 55.5 127100 A 35.5 55.4 100000 A 36.0 55.5 100000 A 37.6 55.8 100000 A 37.7 55.7 100000 R 37.5 55.7 98000 R 37.0 55.0 97000 R 36.8 55.0 96000 R 35.4 55.3 87000 R 34.3 55.2 55000 R 33.3 54.8 37000 R 32.0 54.6 24000 R
I GET IT. VISUALS ARE AWESOME.
BUT I CAN’T DRAW.
5 Fundamentals of Data Visualization
1. The Line Graph
Use it to:Track small changes
Example use case:Show site traffic, conversions, etc.
2. The Bar Graph
Example use case:Show site traffic, conversions
Use it to:Compare different groups; track larger changes over time; STACK multiple variables.
3. The Venn Diagram
Use it to:Show overlap
Example use case:Show how much of top-performing content is a certain type (e.g., video)
4. The Pie Chart
Use it to:Compare relative parts that make up a whole
Example use case:Show website page types
5. The Quadrant/Multivariate
Use it to:Get relative insight from multiple variables shown on a spectrum
Example use case:Show amount of content that is both educational AND multimedia (or not)
Chartjunk!
That’s better
Chartjunk!
Standard Content Audit Language
Of 3,674 page URLs, 1043 are redirects and 429 return "404 page not found" errors. Additionally, of the remaining pages, 792 do not have critical metadata (Page Title and/or Description).
Your Mission
• Your envelope contains your team’s assignment, your presentation scenario, and your goals
• Work with your team to design a graphic that conveys this information visually and write a headline that will COMPEL YOUR AUDIENCE
• Present your findings and recommendations to the room
5 Fundamentals of Data Visualization
NOW WHAT?
7 Steps for Visualizing Data
1. Look for patterns2. Look for breaks in the pattern3. Look for opportunities to prove
your value4. Consider your “language” options
(bar chart, etc.)5. Use text to compel6. Sketch it out low-fi7. THEN make it look pretty
INFOGRAPHIC BUILDERS
labs.good.is
infogr.am
easel.ly
piktochart.com
GO FORTH AND VISUALIZE
