Introduction to Data Visualization
• Data Visualization is the graphical
representation of information and data.
• Uses visual elements like charts, graphs, and
maps to help understand patterns, trends, and
insights.
• Example: A sales dashboard showing revenue
trends using bar charts and line graphs.
Characteristics of Data
Visualization
• Clarity: Presents data in an understandable
way.
• Accuracy: Represents data truthfully.
• Efficiency: Allows quick insights.
• Interactivity: Enables user engagement and
exploration.
• Aesthetics: Visually appealing and easy to
interpret.
• Example: Interactive COVID-19 dashboards
with real-time case updates.
Goals of Data Visualization
• Exploration: Identify patterns and anomalies.
• Explanation: Communicate findings effectively.
• Decision Making: Support business and
scientific decisions.
• Storytelling: Narrate insights compellingly.
• Example: A marketing campaign performance
report using pie charts.
Need for Data Visualization
• Human brain processes visuals faster than
text.
• Makes complex data accessible and
understandable.
• Helps detect patterns, trends, and outliers
easily.
• Essential for data-driven decision-making.
• Example: Heatmaps used to visualize website
visitor engagement.
Data Science vs. Data Visualization
• Feature | Data Science | Data Visualization
• Focus | Extracting insights from data |
Representing insights visually
• Methods | Statistics, Machine Learning |
Charts, Graphs, Dashboards
• Purpose | Model building and analysis |
Effective communication
• Example: Predictive analytics in data science
vs. sales trends visualized in dashboards.
Types of Data
• Quantitative Data: Measurable (e.g., height,
temperature)
• Qualitative Data: Categorical (e.g., colors,
names)
• Discrete Data: Countable (e.g., number of
students)
• Continuous Data: Infinite values (e.g., weight,
time)
• Example: A scatter plot showing income vs.
education level.
Operations on Data Types
• Sorting: Arranging data in a meaningful order.
• Filtering: Selecting specific data subsets.
• Aggregating: Summarizing data (sum,
average).
• Joining: Merging multiple datasets.
• Transforming: Converting data into different
formats.
• Example: Filtering customer reviews by rating
in an e-commerce platform.
Data Dimensions
• Univariate Data: One variable (e.g., height of
students).
• Bivariate Data: Two variables (e.g., height vs.
weight).
• Multivariate Data: More than two variables
(e.g., sales, profit, region).
• Temporal Data: Data over time (e.g., stock
prices).
• Example: A line graph showing temperature
changes over a year.
Bertin's Visual Attributes
• Position: Placement of elements.
• Size: Relative magnitude of elements.
• Color: Categorical differentiation.
• Texture: Pattern representation.
• Shape: Different object forms.
• Orientation: Alignment of elements.
• Example: A geographical heatmap using color
to show population density.
Mackinlay’s Design Criteria
• Expressiveness: Ensures data is represented
truthfully.
• Effectiveness: Optimized for human
perception.
• Consistency: Maintains uniform
representation.
• Simplicity: Avoids unnecessary complexity.
• Example: A simplified dashboard with a clear
focus on key performance indicators (KPIs).
Designing Visuals
• Choose the right chart type based on data.
• Maintain a clean, simple layout.
• Use appropriate colors and labels.
• Ensure accessibility and readability.
• Example: Using a bar chart for revenue
comparison rather than a pie chart.
Retinal Variables and Their Usage
• Size: Emphasize magnitude (e.g., Bar Charts).
• Texture: Show variation (e.g., Patterns in
heatmaps).
• Shape: Categorization (e.g., Scatter plots).
• Orientation: Show direction (e.g., Line graphs).
• Color: Differentiate categories (e.g., Pie
Charts).
• Color Saturation: Show intensity (e.g.,
Heatmaps).
Stages of Data Visualization
• Data Collection: Gather data from sources.
• Data Cleaning: Remove inconsistencies.
• Data Transformation: Convert into the right
format.
• Visualization Design: Choose appropriate
charts.
• Interpretation: Extract meaningful insights.
• Example: Preparing and visualizing customer
churn data in a dashboard.
Conclusion
• Data Visualization is crucial for understanding
complex data.
• It helps in better decision-making and
storytelling.
• Choosing the right visualization techniques is
essential.
• Continue exploring tools like Tableau, Power
BI, and Python libraries (Matplotlib, Seaborn).
• Example: An interactive Power BI dashboard
for financial reporting.
Thank You!
• Any Questions?
