{"id":572,"date":"2025-04-07T12:01:49","date_gmt":"2025-04-07T12:01:49","guid":{"rendered":"https:\/\/pressbooks.palni.org\/leveragingdatavisualizationtocommunicateeffectively\/?post_type=chapter&p=572"},"modified":"2025-07-21T22:45:14","modified_gmt":"2025-07-21T22:45:14","slug":"more-than-charts","status":"publish","type":"chapter","link":"https:\/\/pressbooks.palni.org\/leveragingdatavisualizationtocommunicateeffectively\/chapter\/more-than-charts\/","title":{"raw":"More Than Charts!","rendered":"More Than Charts!"},"content":{"raw":"
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The whole is something else than the sum of its parts.<\/p>\r\n

\u2014Kurt Koffkea, German Gestalt psychologist<\/p>\r\n<\/blockquote>\r\n

\r\n

What Do You Think?<\/strong><\/p>\r\n

Kristen found the perfect position (data visualization software specialist) listed on LinkedIn but was surprised to see several tests for applicants who passed the first phone round. The tests were both virtual and face-to-face. After reading through some comments, she realized that the virtual test was based on Gestalt Principles. The face-to-face test included putting together a jigsaw puzzle and one was called the coffee cup challenge.<\/p>\r\n

Kristen called her friend in Zoom and immediately asked, \u201cDiana, I am considering applying for a job posted on LinkedIn, but I will be required to take a few tests\u2014one virtually and two on their campus. Do you know what the Gestalt principal test might include?\u201d<\/p>\r\n

Diana quickly performs a search and finds an article (also on LinkedIn), by Vikas Joshi called, Gestalt Principles in Software Testing<\/em>. Diana responds excitedly, \u201cI found something. I\u2019m texting the link to an article about Gestalt Principles. It looks like you need to apply Gestalt Principles to recognize patterns and organize visual information.\u201d<\/p>\r\n

Kristen reviews the article, and says to Diana, \u201cIt makes sense based on some of the job duties for this position. It even makes sense for completing a jigsaw puzzle. I think they want to see if I can recognize patterns. But I have no idea what the coffee cup challenge is for.\u201d<\/p>\r\n

Diana leans in on their Zoom call, \u201cI know that one, or at least I think I do. I saw it in someone\u2019s post. The company will offer you a drink like coffee from their conference kitchen and when you are done with the interview, they hope you will wash and put away your coffee cup (or glass)!\u201d<\/p>\r\n

Kristen starts laughing, \u201cGlad you told me this. I might have asked if I could keep the cup as a souvenir!\u201d<\/p>\r\n

Diana joins Kristen in laughing and holds up her coffee cup. \u201cWell, I\u2019m keeping an eye on my coffee cups next time you are at my house! But seriously Kristen, you better get busy and do more research on Gestalt Principles!\u201d<\/p>\r\n

\u2014\u2014\u2014<\/p>\r\n

Question to the readers: Do you know any Gestalt Principles?<\/p>\r\n\r\n<\/div>\r\n

Introduction<\/h1>\r\n

To harness the full potential of data visualization, it is crucial to understand not only the technical aspects of chart selection and design but also the fundamental cognitive principles that underpin human perception and memory retention.<\/p>\r\n

This chapter delves deep into the world of data visualization, exploring the Gestalt Principles that underlie our perceptual processes, reviewing the best charts suited for specific data types, and dissecting the mechanisms of attentive and preattentive attribute processing. The pivotal roles of color, text, chunking, and images can enhance short-term memory retention. But the journey doesn\u2019t end there. Strategies that optimize long-term memory encoding and retrieval will help make your data-driven insights stand the test of time.<\/p>\r\n

In the pages that follow, you continue your journey on a comprehensive exploration of the interplay between human cognition and data visualization by unlocking the strategies for effective communication and memory preservation. Whether you are a data analyst, a designer, or a decision-maker seeking to extract meaningful and insightful knowledge from a plethora of data, this chapter will equip you with the tools and knowledge to create a visualization that leaves a lasting imprint on the minds of your audience.<\/p>\r\n

Chapter 5 addresses the following learning objectives.<\/p>\r\n\r\n

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Learning Objectives<\/p>\r\n\r\n<\/header>\r\n

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At the end of this chapter, students should be able to:<\/p>\r\n\r\n

    \r\n \t
  1. LO 1: Apply Gestalt Principles to convey meaningful information.<\/li>\r\n \t
  2. LO 2: Discern how the brain remembers information (iconic memory, strategies for short-term and long-term memory).<\/li>\r\n \t
  3. LO 3: Analyze and develop annual reports by leveraging tools like the CASS template, Gestalt Principles, and best practices.<\/li>\r\n<\/ol>\r\n

    Key Terms:<\/em> annual reports, attentive processing and preattentive attribute processing, flipbook annual reports, iconic memory, living annual reports, snapshot or impact annual reports<\/p>\r\n

    Gestalt principles of proximity, similarity, enclosure, connection, enclosure, symmetry, and figure\/ground<\/p>\r\nDownload Chapter 5 PowerPoint (9 MB)<\/a>\r\nDownload Chapter 5 Student Files (<1 MB).<\/a>\r\n\r\n<\/div>\r\n<\/div>\r\n

    5.1 Gestalt Principles<\/h1>\r\n
    \r\n

    The storyteller doesn\u2019t decide which chart type to use. The data decides.<\/p>\r\n

    \u2014Sejal Vora<\/p>\r\n<\/blockquote>\r\n

    Before you continue designing data visualizations, you need to learn about Gestalt Principles. The authors are not designers of art, but visualizing data will require you to consider some artistic principles of how the brain processes visual clues<\/strong>. Gestalt is German and stands for a pattern, figure, form, or structure that is unified. You may have heard marketing or web developers talk about the Gestalt Principles when they were designing logos or social media components. You may have experienced them when you\u2019ve looked at a design or visualization and said, \u201cSomething doesn\u2019t look right but I can\u2019t tell you exactly why I don\u2019t like it.\u201d Or maybe you were frustrated because there was a blue line under some text, but it was not a link like you expected. Understanding Gestalt Principles helps you understand why certain data visualization techniques work better than others. Understanding pattern perceptions helps you understand how the brain functions to support memory.<\/p>\r\n

    Puzzle this: What do you see when you look at the image in Exhibit 5.1? Do you see a triangle? Or do you see three Pac-Men?<\/p>\r\nExhibit 5.1\u2014Triangle or Pac-Men?<\/strong>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"146\"]\"an Note: Author Illustration (2025)[\/caption]\r\n

    This is because our brains take ambiguous visual information and organize it into something that makes sense\u2014\u201csomething familiar, orderly, symmetrical and that we understand\u201d (User Testing, 2020, para. 12).<\/p>\r\n

    Gestalt principles will help you understand how our brains process data visualizations. The principles include proximity, similarity, enclosure, connection, continuation, closure, symmetry, and figure\/ground. Look at the principles and see how we can apply these to data visualization and communication.<\/p>\r\n\r\n

    Gestalt Principle of Proximity<\/h2>\r\n

    We can leverage the way people see table design simply by using careful spacing<\/strong>. Notice in the first arrangement of Exhibit 5.2, your eyes are drawn down the columns and across the rows in the second case. We see column groups and row groups (Chang, Nesbitt, & Wilkins, 2007). In dashboards, placing the visuals together helps the user group them together. You just need the white space to do it.<\/p>\r\nExhibit 5.2\u2014Example of Gestalt Principle of Proximity<\/strong>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"250\"]\"an Note: Author Illustration (2025)[\/caption]\r\n

    Your dashboard may pull from multiple datasets, so for example, you might group customer demographics, and the nearer the objects are to each other, the more logically these objects belong in the same group.<\/p>\r\n

    In the realm of data dashboard design, it\u2019s crucial to acknowledge that a common region is a more robust organizing principle than simple proximity. This concept is powerfully exemplified by Venn-Euler diagrams because they intuitively convey the interrelation or intersection. In a sales dashboard, using Venn diagrams to illustrate customer demographics overlapping product categories instantly shows which products are popular among specific customer segments. If you have used a Venn-Euler diagram, you will see that it is a good visualization for displaying associations among datasets.<\/p>\r\n\r\n

    Gestalt Principle of Similarity<\/h2>\r\n

    Objects similar in color, shape, size, or orientation are perceived as related or belonging to the same group. Your eye is drawn vertically in Exhibit 5.3 because you see two groups\u2014circles and squares. Color is the strongest way to suggest relationships, but even in this black-and-white illustration, you see the groups.<\/p>\r\n

    By leveraging this principle, data visualization can effectively convey relationships or categories. For instance, in a scatterplot displaying customer data, you can use the similarity principle to group customers who share common characteristics, such as high-value customers marked with circles and low-value customers marked with squares. The visual grouping aids in identifying clusters and patterns and makes it easier for the audience to understand the significance of these distinctions. When you think about this principle and the use of color, note that some assumptions already exist in the business world\u2014red for loss, green for profit, yellow for caution. Remember, this principle can manifest itself using color or shape, and that brings us to some recent literature on how dissimilarity can be used.<\/p>\r\nExhibit 5.3\u2014Gestalt Principle of Similarity<\/strong>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"162\"]\"an Note: Author Illustration (2025)[\/caption]\r\n

    If one circle is shown as dissimilar (as shown in Exhibit 5.4), what does it mean? Is this customer the lowest of all high-end values? According to Pinna et al. (2022), \u201cLimits and incompleteness of the similarity principle have suggested the basic, more general and stronger role of dissimilarity in perceptual grouping under a large variety of conditions\u201d (p. 39). Although these authors used the basis of dissimilarity, make sure to review the Gestalt Principle of figure\/ground (which seems to format the same thing).<\/p>\r\nExhibit 5.4\u2014Gestalt Principle of Dissimilarity<\/strong>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"212\"]\"an Note: Author Illustration (2025)[\/caption]\r\n

    Gestalt Principle of Enclosure<\/h2>\r\n

    When we see objects that are physically enclosed together, we see them as belonging to the same group. This principle shows that objects within boundaries are perceived as a unified whole and can significantly enhance data visualization and data storytelling. Enclosure can be employed through framing within boxes, and within shading (as shown in Exhibit 5.5). This aids in highlighting relationships and patterns so the viewer grasps the message and contributes to a more intuitive and compelling data storytelling experience. A key component of a dashboard is to be consistent in color representation of a category, with the approach that green represents revenue across various graphs that are related (order count, invoice size, etc.)<\/p>\r\nExhibit 5.5\u2014Example of Gestalt Principle of Enclosure<\/strong>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"564\"]\"an Note: Author Illustration (2025)[\/caption]\r\n

    Imagine you are tasked with visualizing the performance of a company\u2019s various product lines over the past year. Think of the circles as data points. To apply the Gestalt Principle of enclosure, you could create a bar chart with each product category that is visually enclosed within a distinct rectangular boundary. Separate enclosures visually separate the data and emphasize the individual performance of each product line. The audience will immediately discern how different product categories are performing in relation to one another and will simplify the interpretation as well as enhance the data storytelling impact.<\/p>\r\nExhibit 5.6\u2014Revenue by Categories\u2014XCaliber Foods 2024<\/strong>\r\n\r\n\"an\r\n

    The Gestalt Principle of connection is an asset in the realm of data visualization and data storytelling. Elements connected by lines, parts, or other visual links are perceived as related or forming a coherent whole. Adding lines to data points is a great way to understand this principle (as illustrated in Exhibit 5.7). Without the lines to help us, we would not realize that we should see these data points in a trend line.<\/p>\r\nExhibit 5.7\u2014Example of Gestalt Principle of Connection<\/strong>\r\n\r\n\"an\r\n

    Besides representing revenue data points, this same principle supports flowcharts, network diagrams, and sequential timelines that visually link data points or events. An example of this would be a project connecting tasks in a Gantt chart as seen in Exhibit 5.8. This approach helps the audience understand the logical progression of the project and how each task relates to the overall project timeline. This adds clarity to the data storytelling.<\/p>\r\nExhibit 5.8\u2014Example Gantt Chart <\/strong>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"724\"]\"an Note: Author Illustration (2024)[\/caption]\r\n

    The example Gantt chart shows the use of color representing tasks associated with specific categories, under assigned teams. It shows connection, and this is nonquantitative data!<\/p>\r\n\r\n

    Gestalt Principle of Continuation<\/h2>\r\n

    The Gestalt Principle of continuation shows an intersection between two or more objects where a viewer tends to perceive a continuous flow or connection. We tend to perceive each line as a single uninterrupted line (or object) so in Exhibit 5.9, our eyes on the left illustration would follow the blue circles and on the right illustration, our eyes will follow the red circles. Our eyes will instinctively follow the path of least resistance.<\/p>\r\nExhibit 5.9\u2014Gestalt Principle of Continuation\u00a0<\/strong>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"535\"]\"an Note: Author Illustration (2024)[\/caption]\r\n

    Gestalt Principle of Closure<\/h2>\r\n

    In Microsoft Excel, we can produce a line graph complete with background, data points, and chart borders. But a viewer only needs an idea that this is a graph, and they will still clearly see the trend. The Gestalt Principle of closure suggests that when viewers are presented with fragmented elements, they tend to mentally complete the missing parts to perceive a recognizable shape. In Exhibit 5.10, we might need to add the context, but the viewer can clearly see an increase! You could strip everything away, except the line, and the viewer would understand. Exhibit 11 shows a bear head, but one of the most famous examples of Gestalt\u2019s principle of closure is the World Wildlife Fund Logo<\/a> (the Panda).<\/p>\r\nExhibit 5.10\u2014Gestalt Principle of Closure\u2014Just a Trend<\/strong>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"114\"]\"an Note: Author Illustration (2025)[\/caption]\r\n\r\nExhibit 5.11\u2014Example of Gestalt Principle of Closure<\/strong>\r\n\r\n[caption id=\"attachment_1653\" align=\"alignnone\" width=\"334\"]\"\" Note: Author Illustration (2025)[\/caption]\r\n

    In data visualization, closure can be employed to engage the audience\u2019s problem-solving abilities and create a more memorable impact. For instance, a word cloud that visualizes the most frequently mentioned words in customer feedback might use the principle of closure to transform disconnected text fragments into a cohesive representation. Keep in mind, the viewer\u2019s mind naturally connects the fragments to form complete words or concepts, supporting quick comprehension and making the data\u2019s storytelling experience more interactive and engaging. Even more compelling is when you see an animated gif that uses the Gestalt Principle of closure. Exhibit 5.12 is a simple design with no outline, but everyone would know what it is.<\/p>\r\nExhibit 5.12\u2014Example of Gestalt Principle of Closure<\/strong>\r\n\r\n[caption id=\"attachment_1376\" align=\"alignnone\" width=\"186\"]\"Stylized Note: Author Illustration (2025)[\/caption]\r\n\r\n\"\"\r\n\r\nThe walking dog image is from an article published by Gizmodo, Why Your Brain Thinks These Dots are a Dog.\u00a0 It is very compelling. The dog\u2019s ears are flapping, and the tail is wagging as the dalmatian quickly walks along.\u00a0 This animated gif uses the Gestalt Principle of closure. https:\/\/par.nellruby.agnesscott.org\/teaching\/gestalt\/<\/a>\r\n

    Gestalt Principle of Symmetry<\/h2>\r\n

    In this case, the object appears symmetrical and forms around the center. The Gestalt Principle of symmetry plays a valuable role because it fosters balance and order. You have seen examples of symmetry everywhere. It\u2019s in the golden arches of McDonald\u2019s logo. It\u2019s interesting that we associate symmetric objects with stability, consistency, and harmony while asymmetric objects are associated with negative feelings or impressions (Califf et al., 2012). In data visualization, symmetry can be utilized to emphasize the relationship between two or more components or datasets. For example, using XCaliber Foods, create a radar chart to compare the performance of different departments in an organization, using symmetrical axes and lines to draw the viewer\u2019s attention to the equanimity of performance across various aspects. Or create a radar chart to show which categories have the best performance (beverages, sauces, jams, dairy products, high-end canned meat, candy, baked goods, pasta, high-end soups, condiments, oil, fruit and vegetables, and grains). As seen in Exhibit 5.13, beverages are a clear winner!<\/p>\r\nExhibit 5.13\u2014XCaliber Foods\u2014Sales by Category<\/strong>\r\n\r\n\"an\r\n

    Gestalt Law of Pr\u00e4gnanz<\/h2>\r\n

    Pr\u00e4gnanz<\/em> is a German word that means \u201cpithiness.\u201d When we combine this concept with the idea of data visualization, your brain loves simplicity and tends to process simple patterns. As an example, in the previous chapter, we learned how important it is to sort the graph\u2019s information from highest to lowest sales (see Exhibit 5.14).<\/p>\r\n

    As an aside, Western culture looks for the most important piece of information in the top left corner or centered in the middle of the dashboard. That is because Western cultures read from left to right and top to bottom. But what is important to one audience might not be as important to a different audience\u2014so make sure to take that into account.<\/p>\r\nExhibit 5.14\u2014Example of Gestalt Law of Pr\u00e4gnanz<\/strong>\r\n\r\n\"an\r\n

    Gestalt Principle of Figure\/Ground (and Other Principles)<\/h2>\r\n

    This illustration (Exhibit 5.15) uses similarity, continuation, closure, proximity, and figure\/ground<\/strong>. The orange figure represents the figure\/ground because our eye differentiates this object from the surrounding area. The mind must decide which elements to focus on. As you can see, color in the design in Exhibit 5.15 was used well.<\/p>\r\nExhibit 5.15\u2014Example of Gestalt Principle of Figure\/Ground (and Others) <\/strong>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"440\"]\"an Note: Author Illustration (2024)[\/caption]\r\n

    Another example of how the Gestalt Principle of figure-ground can enhance data visualization is in the context of heatmaps (Wagemans, 2012). In a heatmap representing website traffic patterns, the data points indicating high user engagement can be considered the \u201cfigures,\u201d while the less active ones are the \u201cground.\u201d By utilizing color gradients, these figures can be made to stand out prominently. Heatmaps were discussed earlier to show a correlation between CEOs (administrators) and staff on where they align in answering the survey questions. Heatmaps are more powerful if you can display the information within context. Assume you are a pitcher for your college baseball team, and you want to improve your throw. Several companies now offer a special system with membership. Once you set up a membership, you receive a baseball wired internally with Bluetooth, download the app, pair the ball with the app, and start throwing. As you throw the ball, the app will map out a heat map of your throws.<\/p>\r\n\r\n

    \r\n

    \u201cAlthough pitchLogic can provide many numerical metrics, our users tell us they get a big benefit from visual feedback. A graphic like the Heat Map gives a coach or a pitcher an immediate intuitive feel for the data, which allows them to take action without spending as much time on analysis\u201d (S.\u00a0 Cukiemik, personal communication, June 10, 2025).<\/p>\r\n<\/blockquote>\r\n

    Exhibit 5.16 shows an example of a right-handed batter.<\/p>\r\nExhibit 5.16\u2014Heat Maps\u2014from pitchLogic, a product of F5 Sports, Inc.<\/strong>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"339\"]\"heat Source: Heat Maps: About, https:\/\/pitchlogic.com\/stuffpl\/heat-maps <\/a>. Used with permission[\/caption]\r\n

    Now let\u2019s look at two designs to see how well you can identify elements that have the appropriate visual signals (the information we want to communicate), which are noise (clutter), and which items violate Gestalt Principles. The survey data in Figure 5.1 is fictional.<\/p>\r\nFigure 5.1\u2014Poor Design: What Needs to Be Changed?\u00a0<\/strong>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"580\"]\"shows Note: Author Illustration (2024)[\/caption]\r\n

    This design is NOT horrible\u2014the graph is ordered from largest to smallest. The two key observations are tied visually (through a line) to what you are meant to observe (the hypothesis). But that\u2019s where the good stuff ends.<\/p>\r\n

    Here are the issues:<\/p>\r\n\r\n

      \r\n \t
    1. The title is too large\u2014some of the information could be included in the introduction to the graph.<\/li>\r\n \t
    2. Several things are repeated\u2014the percentage at the end of the bar and in the axis, the choice of three options.<\/li>\r\n \t
    3. Lines go through the percentages or lines don\u2019t connect.<\/li>\r\n \t
    4. Grid lines are used and are not needed.<\/li>\r\n \t
    5. The legend isn\u2019t informative, it\u2019s not needed.<\/li>\r\n \t
    6. No date found\u2014when was this survey completed?<\/li>\r\n \t
    7. Clutter and key observations overwhelm the graph.<\/li>\r\n \t
    8. The format with borders is somewhat distracting.<\/li>\r\n<\/ol>\r\n

      These eight items don\u2019t even consider the Gestalt Principles!<\/p>\r\n

      How could we revise this visual? Let\u2019s look at the revised illustration in Figure 5.2 while taking into consideration the Gestalt Principles included in the new design.<\/p>\r\nFigure 5.2\u2014Revised Visual Curriculum Interest Is the Most Important Consideration When Selecting a College <\/strong>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"578\"]\"shows Note: Author Illustration (2024)[\/caption]\r\n\r\nCompared to the original visualization, this illustration follows a cleaner design, better alignment, conscious use of white space, and removal of repetitive or unnecessary items. It uses some of the Gestalt Principles too. Even if you aren\u2019t quite sure about your comfort level with the Gestalt Principles, you should find the second illustration more appealing. In retrospect, the second paragraph could be written, \u201cAdministrators thought students would pick quick pace and hybrid\/online program availability as most important.\u201d Adding this sentence would clarify that administrators had predicted a different outcome. Now compare the two images in Figure 5.3 and see if you can name all the changes and the corresponding Gestalt Principles.\r\nFigure 5.3\u2014Example Before and After<\/strong>\r\n\r\n\"illustrates\r\n

      As mentioned in previous chapters, understanding the data types will help you choose a suitable graphical display. This will be discussed in a later chapter in greater detail, but let\u2019s consider the charts we\u2019ve used.<\/p>\r\n\r\n

      Show Relationship<\/h2>\r\n

      If you want to show a relationship between two variables\u2014choose a scatterplot chart or review Exhibit 5.17 where there is a positive relationship between tannin and perceived astringency. By adding a trendline<\/strong>, we enhance the ability for a user to see a better sense of relationship.<\/p>\r\n

      This is called the Gestalt Principles of Common Fate<\/strong>. This principle is normally explained using a flock of birds as an example. If a viewer sees the birds flying in the same direction, we assume they belong to the same group. Exhibit 5.18 shows a positive relationship.<\/p>\r\n

      When elements are commonly seen together (flags and countries, capitals and states), the audience will expect these to be included in one group. This is referred to as the Gestalt Law of Past Experience<\/strong>. In Exhibit 5.17, a wine connoisseur or sommelier would expect tannin and astringency to go together; however, to those of us less-refined wine experts, not so much! Keep this in mind when using this principle.<\/p>\r\nExhibit 5.17\u2014Positive Relationship Between Tannin (x) and Astringency (y) <\/strong>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"536\"]\"a Note: Author Illustration (2024)[\/caption]\r\n

      Exhibit 5.18 shows two variables (events and revenue) in a scatterplot, but it is when you add closure (using Gestalt Principles) that you start to make sense of the data. Each type of event clusters together, so the relationship is conveyed more clearly using the Gestalt Principle of closure<\/strong>. This requires setting up the scatterplot in Microsoft Excel but then using a graphing program to add the closures. We used scatterplots to show the visuals of Ashcombe\u2019s quartet, and several other situations. The main point is you may need to do additional refinement to clarify the story.<\/p>\r\nExhibit 5.18\u2014Charts to Show Relationships <\/strong>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"451\"]\"A Note: Author Illustration (2024)[\/caption]\r\n\r\n

      \r\n

      5.1 Self-Assessment: Gestalt Principles<\/p>\r\n\r\n<\/header>\r\n

      \r\n

      Learning Objective #1\u2014Apply Gestalt Principles to convey meaningful information<\/p>\r\n

      <\/span>[h5p id=\"28\"]<\/p>\r\n\r\n<\/div>\r\n<\/div>\r\n

      \r\n

      5.1 Exercise 1: The Gestalt Principle<\/p>\r\n\r\n<\/header>\r\n

      \r\n

      Learning Objective #1\u2014Apply Gestalt Principles to convey meaningful information<\/p>\r\n

      Watch: DataTalks #21\u2014Effective Data Visualization\u2014with Valentina D\u2019Efilippo<\/em>.<\/p>\r\n

      Watch: D\u2019Efilippo, V. (2021, Apr 29). Effective data visualization\u2014with Valentina D\u2019Efilippo<\/em>. The Royal Institution. [Video]. YouTube.<\/p>\r\n[embed]https:\/\/youtu.be\/MIZXqC1-VLc?si=p-WWwevimJUnfFoR[\/embed]\r\n

      Please be prepared to answer the following questions:<\/p>\r\n\r\n

        \r\n \t
      1. Name three types of graphs and infographics used in this presentation and how Gestalt principles were used.<\/li>\r\n \t
      2. Name 10 key points from this video that you can apply to your past visualizations.<\/li>\r\n<\/ol>\r\n<\/div>\r\n<\/div>\r\n

        5.2 The Brain and How It Remembers Information<\/h1>\r\n
        \r\n

        We see with our brains, not with our eyes.<\/p>\r\n

        \u2014Norman Doidge, The Brain That Changes Itself<\/em><\/p>\r\n<\/blockquote>\r\n

        During a thesis presentation, a graduate student provided a complete introduction to memory theory. In her career, she has trained thousands of trainers. Essentially, her point was \u201cIf you understand how memory theory works, you can leverage this understanding to make training more effective\u201d (Emily Phelps, MLD\u201918).<\/p>\r\n

        So let\u2019s start with the basics of memory. There are three types of memory we need to understand before designing visualizations.<\/p>\r\n\r\n

        Iconic Memory<\/h2>\r\n[caption id=\"\" align=\"alignleft\" width=\"487\"]\"A Source: Presenter with Thought Bubble image generated by Copilot and adapted by the author[\/caption]\r\n

        Iconic memory is fast and deeply rooted in survival mechanisms. Think of a near-miss car accident where quick thinking on your part prevented a catastrophe! Your quick response to the situation seemed to happen almost without thought. That\u2019s why iconic memory is often tied to preattentive attributes<\/strong>. Preattentive attributes are visual properties that we notice without using conscious effort to do so. \u201cIt takes less than 500 milliseconds for the eye and the brain to process a preattentive property of any image\u201d (Interaction Design Foundation, 2019, para. 4). Four of the preattentive visual properties include: color, form, movement, and spatial positioning.<\/p>\r\n

        Let\u2019s look at attentive processing versus preattentive processing. Cover up the preattentive processing in Figure 5.5. Now look at Figure 5.4\u2014How many 5s do you see? Then look at Exhibit 5.5. Notice how quickly your eyes were drawn to the 5s almost without thought. See how this connects to the Gestalt Principles?<\/p>\r\n

        Figure 5.4<\/span>\u2014Attentive Processing: How Many 5s?<\/strong><\/p>\r\n\r\n

        \r\n\r\n996331110310745679702836710983444897123468912871236987411122896633177489675447897126234896489712378877812344899622741251178974186394182379461322747896117894623141479964235987349790271231329636148791030070809141251100\r\n\r\n<\/div>\r\n

        Figure 5.5<\/span>\u2014Preattentive Attribute Processing: How Many 5<\/span>s?<\/strong><\/p>\r\n\r\n

        \r\n\r\n996331110310745<\/strong><\/span>679702836710983444897123468912871236987411122896633177489675<\/strong><\/span>44789712623489648971237887781234489962274125<\/strong><\/span>1178974186394182379461322747896117894623141479964235<\/strong><\/span>98734979027123132963614879103007080914125<\/strong><\/span>1100\r\n\r\n<\/div>\r\n

        Knaflic says it best: \u201cIf we use preattentive attributes strategically, they can help us enable our audience to see what we want them to see before they even know they\u2019re seeing it\u201d (Knaflic, 2015, p. 99).<\/p>\r\n\r\n

        Demonstration of Preattentive Attributes<\/h2>\r\n

        Let\u2019s assume that you want to show a very small graph for the statistic: Less than 5% of adults exercise 30 minutes a day (HHS: President\u2019s Council on Sports, Fitness & Nutrition, 2020). BTW, this statistic is sad but true!<\/p>\r\n

        Let\u2019s look at some of the examples and how you might use preattentive attributes in Figure 5.6.<\/p>\r\nFigure 5.6\u2014Six Visuals With Preattentive Attributes\u00a0<\/strong>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"782\"]\"six Note: Author Illustration (2024)[\/caption]\r\n

        There are several other preattentive attributes but they didn\u2019t work for this information. They include (1) line length, (2) line width, (3) intensity (we could have done this one but felt hue was better), (4) spatial position, and (5) motion. Of the six shown, it appears \u201cenclosure\u201d is the easiest to see, because it appears to \u201cpop out,\u201d but all illustrations show 5 adults out of 100.<\/p>\r\n\r\n

        Text Preattentive Attributes<\/h2>\r\n

        You can also use the concept of preattentive attributes in text. We used them in this book:<\/p>\r\n\r\n