19.03.

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Information Visualization
Visual Perception, Cognition & Visual Encoding

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Contents Perception

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Perception Visual Perception

Light reflected from map

Dr. Snow’s eye

Pattern of light and dark

is formed on Dr. Snow’s retina

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Eye

ANATOMY OF THE VISUAL SYSTEM

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Retina Brain Pixel

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Visual Perception

Optic Nerve

VISUAL PROCESSING
Primary Visual Cortex

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Perceptual processing Model of visual processing

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Eye movements
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COLOR PERCEPTION

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Opponent process theory Contrast

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Contrast Contrast

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Contrast Color blindness

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Semantics of color

PREATTENTIVE PROCESSING

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Preattentive Processing Color

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Intensity!
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cd`'-$dc(c'd(c`)$dc-dc`$d# [Dürsteler, 2006]

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Form Spatial position

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[Few, 2004]
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Movement
(Direction of) motion! Flicker!

ELEMENTARY GRAPHICAL PERCEPTION TASKS

[Dürsteler, 2006]

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Visual variables Visual variables & data types

[Cleveland & McGill, 1984] [Mackinlay, 1987]

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Relative judgements

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LAWS

[Cleveland and McGill, 1984]

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Weber's Law Steven‘s Law

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Proximity

GESTALT PRINCIPLES

[Winkler, 2005]

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Similarity Prägnanz

[Winkler, 2005] [Goldstein, 2005]

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Good Continuation Common Fate

[Winkler, 2005] [Pedroza, 2005]

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Familiarity Symmetry

[Schmidt, 2005] [Ware, 2004]

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Enclosure Connection

[Ware, 2004]

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Closure

COGNITIVE MODELS

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Norman‘s execution-evaluation cycle Model Human Processor (MHP)

[Norman, 1988]

Goal

Evaluate
Form intention
system state

Gulf of Interpret
execution Form action plan Gulf of
system state
evaluation

Perceive
Execute plan
system state

Change in world
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Mental models & visual reasoning Dynamics between mental models and external visualisations

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Interaction

VISUAL ENCODING &

GRAPHICAL EXCELLENCE
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Goal Method

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 19.03.12

Visualization Design Data

cmp. [Shneiderman, 1996]

data
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Data: Example Data: Example

Nominal Ordinal Quantitative

FilmID 230 105 540 !

Title Goldfinger Ben Hur Ben Hur !
Director Hamilton Wyler Niblo !
Actor Connery Heston Novarro !
Actress Blackman Harareet McAvoy !
Year 1964 1959 1926 !
Length 112 212 133 !
Popularity 7.7 8.2 7.4 !
Rating PG G G !
Film Type Action Action Drama !

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 19.03.12

Tasks Visual Information Seeking Mantra

[Shneiderman, 1996] [Shneiderman, 1996]

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InfoVis Reference Model Data

[Card et al., 1999]

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[garysaid.com]
User interaction can feed back into any level
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 19.03.12

Visual Mapping Visualization Design

data

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exp
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interaction
goal/task appropriateness user/audience
[Spotfire]

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Expressiveness Effectiveness
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B,&/!1915+$1!(/!123),%+->!/=1!
5(3(0%)%+1&!,:!/=1!,'/3'/!B1.%'B!(-.!
/=1!='B(-!$%&'()!&;&/1B67#Xb;D_><8;GS#
$c%gZ#

[Mackinlay, 1986]
6+MNO=PO#=>OP2Q# R?/D?RI7<S#D7:<>I7<#;<T#F>0B;8#?<D7T><:# 6+MNO=PO#=>OP2Q# R?/D?RI7<S#D7:<>I7<#;<T#F>0B;8#?<D7T><:#

17
 19.03.12

Appropriateness Graphical Excellence

[Schumann and Müller, 2000]

=RR/7R/>;A?<?00#/?:;/T0#A.?#A/;T?7o#]?AC??<#?o7/A0#/?kB>/?T#97/#D/?;I<:#A.?#F>0B;8#
/?R/?0?<A;I7<#;<T#A.?#]?<?mA0#G>?8T?T#]G#>A&#H9#A.>0#A/;T?7o#>0#];8;<D?TS#A.?#
F>0B;8>[;I7<#>0#D7<0>T?/?T#A7#]?#;RR/7R/>;A?&#
<+)-,'+8'=("'>!?@A#
-#B0?/0#B0?#F>0B;8>[;I7<#C#A7#F>0B;8>[?#;#T;A;#0?A#B#IL?0#?;D.#C.?/?#?;D.#0?00>7<#A;_?0#D#?WR87/;A7/G#0A?R0#;<T#
IL?#E#
3>#&&&#H<>I;8#T?F?87RL?<A#D70A0#
3B#&&&#H<>I;8#D70A0#R?/#B0?/#\?&:&S#0?8?DI7<S#;DkB>0>I7<S#8?;/<><:S#A;>87/><:^#
30#&&&#H<>I;8#D70A0#R?/#0?00>7<#\?&:&S#T;A;#D7<F?/0>7<S#0R?D>mD;I7<^#
3?#&&&#U?/D?RI7<#;<T#?WR87/;I7<#D70A0#\?&:&S#0R?<T#IL?#A7#F>?C#;<T#B<T?/0A;<TS#L7T>9GS#;<T#AB<?^#
6\pa^#&&&#!;8B?#79#;DkB>/?T#_<7C8?T:?#pa#q#a\4^#e#a\(^#
47A;8#D70A0,#
B'C'B!'''D'"EB*'D'"E9EB%'D'"E9E@EB-'#
+F?/;88#R/7mA,#
F'C'"E9E.>.GH3';'B%';'@EB-3';'B!';'"EB*'

[Van Wijk, 2006]

6+MNO=PO#=>OP2Q# R?/D?RI7<S#D7:<>I7<#;<T#F>0B;8#?<D7T><:# 6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<#

Tell the truth about the data Fuel Economy Standard Redesign

[Tufte, 1983]

6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<# 6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<#

18
 19.03.12

Lie Factor Beer Sales Redesign

6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<# 6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<#

Avoid Chartjunk Tufte Design Principles

$&  =]7F?#;88#?80?#0.7C#A.?#T;A;&#
-&  b;W>L>[?#A.?#T;A;e><_#/;I7&#
'&  2/;0?#<7<eT;A;e><_&#
`&  2/;0?#/?TB<T;<A#T;A;e><_&#
)&  Q?F>0?#;<T#?T>A&#

[Jansen & Scharfe, 1999] [Tufte, 1983]

6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<# 6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<#

19
 19.03.12

Example Redesign

[Seed, 2006] Edit Staff, State of the Planet - Bigger, Faster, Stronger, More, Seed - seedmagazine.com, [Weber et al., 2006] Sonja Weber, Christof Kopfer, Matteo Savio, Nicole Brosch, Category 4-5 Hurricances,
Created at: April 20, 2006, Retrieved at: June 21, 2006. http://www.seedmagazine.com/news/2006/04/state_of_the_planet.php Created at: November 14, 2006, Retrieved at: November 3, 2009. http://www.infovis-wiki.net/index.php?title=Image:Verbessert3.jpg
6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<# 6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<#

Color Context

Rule #1: If you want different objects of the same color in a table or
graph to look the same, make sure that the background--the color that
surrounds them--is consistent.
Rule #2: If you want objects in a table or graph to be easily seen, use a
Using Color background color that contrasts sufficiently with the object.

[Few, 2008]

6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<# 6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<#

20
 19.03.12

Color Usage Color Usage

Rule #3: Use color only when needed to serve a particular QB8?#r),#"0?#07JS#<;AB/;8#D787/0#A7#T>0R8;G#L70A#><97/L;I7<#;<T#]/>:.A#;<T17/#
communication goal. " T;/_#D787/0#A7#.>:.8>:.A#><97/L;I7<#A.;A#/?kB>/?0#:/?;A?/#;V?<I7<&#
Rule #4: Use different colors only when they correspond to differences of
meaning in the data.
To highlight particular data
To group items
To encode quantitative values

[Few, 2008] [Few, 2008]

6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<# 6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<#

Palette Types Example

Categorical "
"
Sequential "
"
Diverging

Rule #6: When using color to encode a sequential range of quantitative values,
stick with a single hue (or a small set of closely related hues) and vary intensity
from pale colors for low values to increasingly darker and brighter colors for high
values.

[Few, 2008]

6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<# 6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<#

21
 19.03.12

De-emphasize non-data components De-emphasize non-data components

Rule #7: Non-data components of tables and graphs should be displayed just Rule #7: Non-data components of tables and graphs should be displayed just
visibly enough to perform their role, but no more so, for excessive salience could visibly enough to perform their role, but no more so, for excessive salience could
cause them to distract attention from the data. cause them to distract attention from the data.

[Few, 2008] [Few, 2008]

6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<# 6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<#

De-emphasize non-data components De-emphasize non-data components

Rule #7: Non-data components of tables and graphs should be displayed just Rule #7: Non-data components of tables and graphs should be displayed just
visibly enough to perform their role, but no more so, for excessive salience could visibly enough to perform their role, but no more so, for excessive salience could
cause them to distract attention from the data. cause them to distract attention from the data.

[Few, 2008] [Few, 2008]

6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<# 6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<#

22
 19.03.12

De-emphasize non-data components De-emphasize non-data components

Rule #7: Non-data components of tables and graphs should be displayed just Rule #7: Non-data components of tables and graphs should be displayed just
visibly enough to perform their role, but no more so, for excessive salience could visibly enough to perform their role, but no more so, for excessive salience could
cause them to distract attention from the data. cause them to distract attention from the data.

[Few, 2008] [Few, 2008]

6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<# 6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<#

De-emphasize non-data components De-emphasize non-data components

Rule #7: Non-data components of tables and graphs should be displayed just Rule #7: Non-data components of tables and graphs should be displayed just
visibly enough to perform their role, but no more so, for excessive salience could visibly enough to perform their role, but no more so, for excessive salience could
cause them to distract attention from the data. cause them to distract attention from the data.

[Few, 2008] [Few, 2008]

6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<# 6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<#

23
 19.03.12

De-emphasize non-data components De-emphasize non-data components

Rule #7: Non-data components of tables and graphs should be displayed just Rule #7: Non-data components of tables and graphs should be displayed just
visibly enough to perform their role, but no more so, for excessive salience could visibly enough to perform their role, but no more so, for excessive salience could
cause them to distract attention from the data. cause them to distract attention from the data.

[Few, 2008] [Few, 2008]

6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<# 6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<#

De-emphasize non-data components Avoid Red-Green

Rule #7: Non-data components of tables and graphs should be displayed just
visibly enough to perform their role, but no more so, for excessive salience could
cause them to distract attention from the data.
Rule #8: To guarantee that most people who are colorblind can distinguish
groups of data that are color coded, avoid using a combination of red and
green in the same display.

[Few, 2008] [Few, 2008]

6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<# 6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<#

24
 19.03.12

Summary: InfoVis...
Avoid visual effects &&&# #>0#;#F?/G#D7LR8?W#A;0_#
Rule #9: Avoid using visual effects &&&# #D;<#.?8R#A7#:?A#><0>:.A#><A7#T;A;#L7/?#kB>D_8G#
in graphs.
&&&# #/?kB>/?0#R/?R;/;I7<#;<T#0?<0>]8?#.;<T8><:#79#A.?#
><97/L;I7<#
&&&# #0.7B8T#L;_?#B0?#79#A.?#R/7R?/I?0#79##
.BL;<#F>0B;8#R?/D?RI7<#
&&&# #/?kB>/?0#0?<0>]8?#.;<T8><:S#/?8;IF?#A7##
A.?#A;0_#
&&&# #>0#;#]>:#D.;88?<:?S#>9#G7B#C;<A#A7#T7#>A#:77T#

[Few, 2008]

6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<# 6+MNO=PO#=>OP2Q# R?/D?RI7<S#D7:<>I7<#;<T#F>0B;8#?<D7T><:#

Literature
X6;/T#?A#;8&S#-($(Z#b;V.?C#6;/TS#O?7/:?0#O&#O/><0A?><S#;<T#h;<>?8#a?>L&#jBL;<#U?/D?RI7<#;<T#H<97/L;I7<#
U/7D?00><:#\5?DI7<0#'&(e'&'&$S#'&'&`S#'&)&`^S#><#H<A?/;DIF?#h;A;#!>0B;8>[;I7<,#N7B<T;I7<0S#4?D.<>kB?0S#;<T#
=RR8>D;I7<S#=#a#U?A?/0S#-($(S#R&d'ec-S#$(ge$(cS#$-$e$-`&##
Xb;[[;S#-((cZ#Q>DD;/T7#b;[[;S#U?/D?RI7<#\3.;RA?/#'^S#><#H<A/7TBDI7<#A7#H<97/L;I7<#!>0B;8>[;I7<S#5R/><:?/e
!?/8;:#M7<T7<#M>L>A?TS#-((cS#R&#''e``&##
X6;/?S#-((`Z#6;/?S#3&S#H<97/L;I7<#!>0B;8>[;I7<,#U?/D?RI7<#97/#h?0>:<S#3.;RA?/#$S#5?D7<T#2T>I7<S#b7/:;<#
a;B9L;<<S#5;<#N/;<D>0D7S#-((`&##
Xj?;8?GS#-((cZ#3./>0A7R.?/#O&#j?;8?GS#U?/D?RI7<#><#!>0B;8>[;I7<S#Q?A/>?F?T#;A,#P7F?L]?/#-S#-((c&#.VR,11
CCC&D0D&<D0B&?TB19;DB8AG1.?;8?G1UU1><T?W&.AL8##

FG%1!HB<1)/A!&,!<%1!<%4!&%1!
Xhs/0A?8?/S#-(()Z#tB;<#3&#hs/0A?8?/S#U/7D?00?0#A.;A#R7R#7BAS#H<9@!>0u#\4.?#T>:>A;8#L;:;[><?#79#H<97!>0&<?A^S#
3/?;A?T#;A,#N?]&#$-S#-((gS#Q?A/>?F?T#;A,#N?]&#$gS#-((gS#.VR,11CCC&><97F>0&<?A1R/><Ab;:&R.Ri<BLq$dcK8;<:q-##
X38?F?8;<T#;<T#bDO>88S#$c%`Z#6>88>;L#5&#38?F?8;<T#;<T#Q7]?/A#bDO>88S#O/;R.>D;8#U?/D?RI7<,#4.?7/GS#

<(=4-1=B1-A!%&/!'-&141!84I-.'->6J!!
2WR?/>L?<A;I7<S#;<T#=RR8>D;I7<#A7#A.?#h?F?87RL?<A#79#O/;R.>D;8#b?A.7T0S#t7B/<;8#79#A.?#=L?/>D;<#5A;I0ID;8#
=007D>;I7<S#dc\-%d^,)'$e))`S#5?R&#$c%`&##
XM>B#;<T#5A;0_7S#-($(Z#v.>D.?<:#M>Bw#5A;0_7S#t&4&w#S#b?<A;8#b7T?80S#!>0B;8#Q?;07<><:#;<T#H<A?/;DI7<#><#
H<97/L;I7<#!>0B;8>[;I7<,#=#47ReT7C<#U?/0R?DIF?S#H222#4!3OS#$g\g^,ccce$((%S#-($(&##
# X6;/?S#-((%Z#6;/?S#3&#!>0B;8#4.><_><:#97/#h?0>:<S#b7/:;<#a;B9L;<<S#fB/8><:A7<S#b=S#-((%&##
XO78T0A?><S#-(()Z#O78T0A?><S#f/BD?&#37:<>IF?#U0GD.787:GS#4.7L07<#6;T0C7/A.S#-(()&##
j?><[#F7<#N7?/0A?/## Xf?/I<S#$c%$Z#f?/I<S#t&#O/;R.>D0#;<T#O/;R.>D#H<97/L;I7<#U/7D?00><:&#6;8A?/#h?#O/BGA?/S#H<D&S#f?/8><S#$c%$&##
XQ7]]><0S#-(()Z#P;7L>#f&#Q7]]><0S#3/?;I<:#b7/?#2o?DIF?#O/;R.0S#t7.<#6>8?G#K#57<0#H<D&S#j7]7_?<S#PtS#"5=S#
-(()&##
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K#37LR;<GS#H<D&S#P?C#x7/_S#PxS#"5=S#-((`&##
XP7/L;<S#$cc'Z#h7<;8T#=&#P7/L;<S#4.><:0#A.;A#b;_?#"0#5L;/A#e#h?9?<T><:#jBL;<#=V/>]BA?0#><#A.?#=:?#79#A.?#
b;D.><?S#=TT>07<e6?08?GS#Q?;T><:S#b=S#"5=S#$cc'&##
X5>L7<0#;<T#3.;]/>0S#$cccZ#5>L7<0S#h&t&w#3.;]/>0S#3&N&#O7/>88;0#><#7B/#L>T0A,#0B0A;><?T#><;V?<I7<;8#]8><T<?00#97/#
TG<;L>D#?F?<A0&#U?/D?RI7<#-%#\c^,#$()c*$(d`S#$ccc##
6+MNO=PO#=>OP2Q# R?/D?RI7<S#D7:<>I7<#;<T#F>0B;8#?<D7T><:# 6+MNO=PO#=>OP2Q# R?/D?RI7<S#D7:<>I7<#;<T#F>0B;8#?<D7T><:#

25
 19.03.12

Literature
X3;/T#?A#;8&S#$cccZ#3;/TS#5&#;<T#b;D_><8;GS#t&#;<T#5.<?>T?/L;<S#f&S#Q?;T><:0#><#H<97/L;I7<#!>0B;8>[;I7<,#"0><:#
!>0>7<#A7#4.><_S#b7/:;<#a;B9L;<<#UB]8>0.?/0S#$ccc&#
XN?_?A?#?A#;8&S#-((%Z#N?_?A?&#t&&#6>l_S#t&#t&S#5A;0_7&#t&#4&&#;<T#P7/A.S#3&#-((%&#4.?#!;8B?#79#H<97/L;I7<#!>0B;8>[;I7<&#
><#H<97/L;I7<#!>0B;8>[;I7<,#jBL;<e3?<A?/?T#H00B?0#;<T#U?/0R?DIF?0S#=&#a?//?<&#t&#4&#5A;0_7S#t#N?_?A?&#;<T#3&#
P7/A.&#2T0&#M?DAB/?#P7A?0#H<#37LRBA?/#5D>?<D?S#F78&#`c)(&#5R/><:?/e!?/8;:&#f?/8><S#j?>T?8]?/:S#$e$%&#
XN?CS#-((cZ#5A?R.?<#N?CS#P7C#x7B#5??#HA,#5>LR8?#!>0B;8>[;I7<#4?D.<>kB?0#97/#yB;<IA;IF?#=<;8G0>0S#=<;8GID0#
U/?00S#-((c&#
XN?CS#-((`Z#5A?R.?<#N?CS#5.7C#b?#A.?#PBL]?/0,#h?0>:<><:#4;]8?0#;<T#O/;R.0#A7#2<8>:.A?<S#=<;8GID0#U/?00S#
-((`&#
XN?CS#-((%Z#5A?R.?<#N?CS#U/;DID;8#QB8?0#97/#"0><:#3787/0#><#3.;/A0S#!>0B;8#fB0><?00#H<A?88>:?<D?#P?C08?V?/S#
N?]/B;/G#-((%&##
XP7/A.S#-((dZ#3./>0#P7/A.S#H<97/L;I7<#!>0B;8>[;I7<#M?DAB/?#P7A?0S#!>/:><>;#4?D.S#.VR,11R?7R8?&D0&FA&?TB1
E<7/A.1#
X5.<?>T?/L;<S#$ccgZ#f?<#5.<?>T?/L;<S#4.?#2G?0#j;F?#HA,#=#4;0_#]G#h;A;#4GR?#4;W7<7LG#97/#H<97/L;I7<#
!>0B;8>[;I7<0&#H<#U/7D??T><:0#79#A.?#H222#5GLR70>BL#7<#!>0B;8#M;<:B;:?0S#R;:?0#''ge'`'S#6;0.><:A7<&#H222#
37LRBA?/#57D>?AG#U/?00S#$ccg&#
X4.7L;0#;<T#377_S#-(()Z#t&t&#4.7L;0#;<T#a&=&#377_S#?T0&S#H88BL><;I<:#A.?#U;A.,#4.?#Q?0?;/D.#;<T#h?F?87RL?<A#
=:?<T;#97/#!>0B;8#=<;8GID0S#H222#35#U/?00S#-(()w#.VR,11<F;D&R<8&:7F1;:?<T;&0AL&#
X4BJ?S#$c%'Z#2TC;/T#Q&#4BJ?S#4.?#!>0B;8#h>0R8;G#79#yB;<IA;IF?#H<97/L;I7<&#-<T#2T>I7<S#O/;R.>D0#U/?00S#
3.?0.>/?S#37<<?DIDBAS#$c%'&#
X4BJ?S#$cc(Z#2TC;/T#Q&#4BJ?S#2<F>0>7<><:#H<97/L;I7<S#O/;R.>D0#U/?00S#3.?0.>/?S#34#$cc(&#

6+MNO=PO#=>OP2Q# R?/D?RI7<#;<T#F>0B;8>[;I7<#

26