Framing, Conventions, and Priming

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来自 University of California, Davis 的课程

Creating Dashboards and Storytelling with Tableau

260 个评分

University of California, Davis

Creating Dashboards and Storytelling with Tableau

260 个评分

课程 4（共 5 门，Specialization Data Visualization with Tableau）

Leveraging the visualizations you created in the previous course, Visual Analytics with Tableau, you will create dashboards that help you identify the story within your data, and you will discover how to use Storypoints to create a powerful story to leave a lasting impression with your audience. You will balance the goals of your stakeholders with the needs of your end-users, and be able to structure and organize your story for maximum impact. Throughout the course you will apply more advanced functions within Tableau, such as hierarchies, actions and parameters to guide user interactions. For your final project, you will create a compelling narrative to be delivered in a meeting, as a static report, or in an interactive display online.

从本节课中

Tell the Story of Your Data

Welcome to Module 4. Although this course focuses on Tableau, we will look at a wider range of examples and techniques to help you become a better data storyteller. By the end of this module, you should be able to leverage concepts and techniques designed to help you become a more focused and compelling storyteller with data as the foundation. We will discuss ways to avoid unintentionally creating false narratives with good data. You will also learn about what neuroscience research tells us about stories, audience engagement, and decision drivers. You will use structural story elements to help improve the relatability of the story and explore ways design and textual elements can affect the emotional tone of a story. Lastly, you will learn how to frame and format the data story based on your design checklist. Let's get started!

Tell the Story of Your Data Introduction1:37

The Art of Storytelling (Past, Present, and Future)3:27

Storytelling and the Human Brain5:28

Bringing Data to Life: Emotions and Data Storytelling7:14

Emotion Modulators: Color, Language, and Other Design Elements8:24

Framing and Format4:11

Framing, Conventions, and Priming8:12

False Narratives and Data Storytelling6:51

Telling the Stories within the Story (Part 1)5:29

Telling the Stories within the Story (Part 2)4:45

Story Considerations6:27

Preparation of the Story Points11:07

Setting Up the Story14:24

Creating Points in the Story16:18

Interactive Story6:36

Create a Data Story in a Static Presentation20:20

与讲师见面

Govind Acharya
Principal Analyst
Budget and Institutional Analysis
Hunter Whitney
Sr. Consultant, Author, Instructor
Design Strategy and Data Visualization

[MUSIC]

Hi and welcome back.

One of my favorite pastimes is landscape painting.

Before I start a new piece, I look at the subject, sketch it out,

what will be included on the canvas and just as importantly what will be left out.

The same idea applies to storytelling in general and data stories in particular.

For the purposes of this lesson,

I'm going to apply the word framing in a few different ways.

All of which boil down to this.

What's left in and what's left out.

We will also discuss story conventions and

when to bend them, as well as how to prime perception with framing and context.

After this lesson, you will be able to recount the aspects of framing

that you can use to craft your data story.

You will also be able to describe how priming effects perception and

interpretation.

Let's get started.

One of the most important sets of decisions that you will need to make for

your data story is how to frame it.

I'm going to use the term, framing, in a few different ways that all essentially

mean what to include in what you present.

There are several facets of framing to consider.

One form of framing is literally what is included within a single view or

a sequence of views.

In other words, what is and what isn't shown inside of the viewer frame.

Examples of this include a single slide in a presentation deck or

a selected story point in Tableau.

For our somewhat expanded definition, framing can also mean what level of

granularity or level of detail is included in the story.

As well as other parameters such as appropriate tone of the story and

the domain to which the content belongs.

Let's take a few moments to think about framing a story in relation to

the design consideration checklist.

We should have a good sense of the purpose, audience,

and presentation constraints for our data stories.

These will help us make decisions about the format, tone, and

level of detail within the story.

For example, for a presentation to the Acme Inc executive team,

it might be a sequence of three Tableau visualizations using three story points.

The tone for the story is somewhat conversational and

it's about the success of the most recent marketing campaign.

The audience is generally knowledgable about the topic but

is time constrained and not interested in a lot of details at this point.

Now because the presenter and audience know and trust each other,

establishing credibility is not required in this particular presentation.

However, it may be appropriate to indicate the level of uncertainty in the story and

the potential need for further verification of the results.

Now I'll note here that along with other efforts to make it as easy as possible to

work with data, Tableau has created a level of detail or

LOD expressions function.

Which helps to make the process of aggregation and

desegregation based under the desired level of detail easier to accomplish.

Although this can be a somewhat more advanced topic,

you might want to take a look at the Tableau Whitepaper,

understanding level of detail expressions that is included in your resources.

Now in traditional forms of storytelling, there are many clear conventions or

common ways to do things within a certain context.

For example, to read a play by Shakespeare,

your eyes will move from left to right scanning the words.

If you are watching a TV sitcom, you often see an establishing shot,

like a coffee house or apartment exterior to set the scene.

The conventions for telling stories with data are often far less clear-cut.

In the case of a dashboard, our eyes may scan around quite a bit

to try to make sense of what's going on and where to focus.

The conventions for how to read a dashboard can be less clear-cut

than say a traditional story obviously.

In a dashboard the strongest visual elements,

wherever they are, may capture our attention first

rather than us directly focusing on a clearly designated starting point.

Different formats have different conventions for how to utilize them.

Of course conventions can also sometimes be broken to create more impact.

That's said, breaking with convention can be tricky and

requires a lot of solid thinking about why and how to do it.

Let’s revisit the Minard visualization for a moment.

The entire story of Napoleon’s ill-fated march into Russia

is told in a single frame or view.

That's very impressive.

But if you think more deeply about it,

some conventions are literally bent to make this work.

For example, the path of the army's march begins on the left and

moves towards the right.

And then after many losses, the return path begins from the right and

ends back on the left side.

However, typically timelines start on the left and continue in one direction.

In the case of Minard's visualization, time essentially doubles back on itself.

The return proceeds from right to left which makes sense geographically, but

less so in the context of a timeline as convention would have it.

In a sense, the timeline convention is bent to make it work

within a single frame, and with a map as a dominant context setter.

The story of the march could be shown in a sequence of multiple frames,

from left to right.

But perhaps, that would have less impact than Minard's version.

Again, it's generally a good idea to follow conventions, but

they can be circumvented, if done for good reasons and you execute them well.

Framing in context can change your perception quickly and

with amazing effect.

For example, look at this image.

You may notice that when reading it from the left to right,

it's an alphabet context, and there's a B that pops out in the middle.

But if you read this from top to bottom in a number context,

the middle figure is a 13.

This is a simple example, but it suggests how much our perception of something can

sometimes change dramatically depending on the context and the way it is viewed.

In other words, an initial visual or

textual stimulus can affect to how people react to subsequent content.

Let's look at this picture,

it may look like a bunch of black splotches in a white background.

Now if I say, look at the dog, the Dalmatian in this image, do you see it?

Some people might see the dog without prompting, but many others are more likely

to see a dog if the word dog is presented to them when they first look at the image.

Overall, this is an example of Gestalt principles,

in that the animal emerges from a collection of black blobs.

The ability to assemble those blobs into a meaningful image can be aided by how

the image is initially described.

Think about that in relation to a data story.

Imagine something like a scatterplot with its collections and clusters of dots.

Consider how the pattern of those dots might be affected by how the chart is

labeled.

Practice with using framing, conventions, and

priming will improve your data storytelling skills.

However, these same skills can be used to design a convincing story

that turns out to be a false narrative as well.

We will look at that in our next lesson.

See you again soon.

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