Edward Tufte

I had the privilege of hearing Edward Tufte speak on February 7th in San Diego.  Here are my notes from the session:

• Be driven by content and data, not display method.
• Label linking lines if there are relationships
• Boxes are not necessary
• Goal is to zero out the interface; should be all content

Be sure to include:

1. Story
2. Credibility

Also:

• Let viewer scan and scroll
• Minimize linking/stacking
• Use resolution of real life
• Graphics can be anywhere
• Sparklines are an excellent tool.  Built into Excel 2010. 
• Order by content, not alpha
• Eliminate legends/codes where possible
• Design and present for highest denominator

Making Reports

1.  Find good examples and copy

• Google Images
• Text, tables, maps
• Public Library of Science templates
• Look at the Journal of Nature

2.  Use performance data

• Tables w little data
• Graphics w lots of data
• Avoid lines/stripes/grids
• Trebuchet or gil sans font

3.  Find supergraphic to use as opener

• There is no such thing as info overload, only lousy design

4.  Intellectual model should be like Google News, NY Times, etc.

• Think sports section as model
• Use executive summaries for micro/macro (w less jargon)

5.  Credibility: Use proper language, be clear/concise, be responsive.

Challenges: flatland (dimension) and resolution

Name your work (individually, not by team/dept)

Design principles 1) Causality; 2) comparison; 3) multivariate complexity; 4) integrate words, numbers, images, diagrams; 5) thoroughly describe evidence; 6) content counts most of all (quality, relevance, integrity); 7) do important things adjacent in space

I asked Tufte how one knows which data to look at in their multivariate analysis. His answer: "you have an idea" ... Too many analysts, he said, don't have ideas and therefore look at everything.

I asked him education measures in particular. He said that when he consulted for IBM they used to say that if there was no practical application for something it must be for education.

Read, present, then allow time for questions and answers

Many square inches, many pixels per square inch = analysis (ie multiple monitors)

Small multiple technique (a la sunspots)

Presenting data

1. Give people something to read
1. High resolution paper for now iPad later
2. 11 x 17 ideal
3. Supergraphic on one side
4. Sparklines and/or small multiples on back
2. Presenter goes through same material (annotations or highlights)
3. Press conference (Question and Answer)