Eye on Design
Data Visualization: Stories for the Information Age
For artists and designers, data visualization is a new frontier of self-expression, powered by the proliferation of information and the evolution of available tools. For enterprise, it's a platform for showcasing products and services in the context of the cultural interaction that surrounds them, reflecting consumers' increasing demand for corporate transparency.
"Looking at something ordinary in a new way makes it extraordinary," says Aaron Koblin, one of the more recent pioneers of the discipline. As technology lead of Google's Creative Labs in San Francisco, he spearheaded the search giant's Chrome Experiments series, launched earlier this year and designed to show off the speed and reliability of the Chrome browser.
forget pie charts and bar graphs Data visualization has nothing to do with pie charts and bar graphs. And it's only marginally related to "infographics," information design that tends to be about objectivity and clarification. Such representations simply offer another iteration of the data—restating it visually and making it easier to digest. Data visualization, on the other hand, is an interpretation, a different way to look at and think about data that often exposes complex patterns or correlations.
Data visualization is a way to make sense of the ever-increasing stream of information with which we're bombarded and provides a creative antidote to the "analysis paralysis" that can result from the burden of processing such a large volume of information. "It's not about clarifying data," says Koblin. "It's about contextualizing it."
Today algorithmically inspired artists are re-imagining the art-science continuum through work that frames the left-brain analysis of data in a right-brain creative story. Some use data visualization as a bridge between alienating information and its emotional impact—see Chris Jordan's portraits of global mass culture. Others take a more technological angle and focus on cultural utility—the Zoetrope project offers a temporal and historical visualization of the ephemeral Web. Still others are pure artistic indulgence—like Koblin's own Flight Patterns project, a visualization of air traffic over North America. Here, see a slideshow of works by 21 current pioneers of the discipline.
how business can benefit There are real implications for business here. Most cell phone providers, for instance, offer a statement of a user's monthly activity. Most often it's an overwhelming table of various numerical measures of how much you talked, when, with whom, and how much it cost. A visual representation of this data might help certain patterns emerge, revealing calling habits and perhaps helping users save money.
Companies can also use data visualization to gain new insight into consumer behavior. By observing and understanding what people do with the data—what they find useful and what they dismiss as worthless—executives can make the valuable distinction between what consumers say vs. what they do. Even now, this can be a tricky call to make from behind the two-way mirror of a traditional qualitative research setting.
It's essential to understand the importance of creative vision along with the technical mastery of software. Data visualization isn't about using all the data available, but about deciding which patterns and elements to focus on, building a narrative, and telling the story of the raw data in a different, compelling way.
Ultimately, data visualization is more than complex software or the prettying up of spreadsheets. It's not innovation for the sake of innovation. It's about the most ancient of social rituals: storytelling. It's about telling the story locked in the data differently, more engagingly, in a way that draws us in, makes our eyes open a little wider and our jaw drop ever so slightly. And as we process it, it can sometimes change our perspective altogether.