Chapter 1

Introduction to
visualization
Overview
❖ Introduction of visual perception
❖ Visual representation of data
❖ Data abstraction
❖ Visual encodings
❖ Use of color
❖ Perceptual issues
❖ Information overloads
Introduction to visual
perception
❖ Visual perception is the process by
which the human brain interprets visual
information from the environment.
❖ Visual perception plays a crucial role in
our everyday lives, as it allows us to
make sense of the world around us and
to interact with it effectively.
❖ An example of visual perception in
action can be seen when we look at a
simple object, such as a ball. When we
see a ball, our eyes detect the light that
is reflected off its surface and send this
information to the brain. The brain then
Introduction to visual
perception
❖Visual perception also allows us to perceive
depth and distance. For example, when we
look at a mountain range, our brain uses
cues such as perspective, shadow, and
interposition to determine which peaks are
closer and which are farther away.
❖ This information is used to create a 3D
representation of the scene, which allows us
to navigate and interact with the
environment effectively.
❖ In addition to allowing us to perceive and
interact with the physical environment,
visual perception also plays a crucial role in
social communication.
Visual representation of data
❖ In short, data visualization is the
representation of data in a graphical
or pictorial format.
❖ Visual representation of data
involves the use of graphical
elements to present complex data
sets in a way that is easy to
understand and interpret.
❖ This can include various types of
charts, graphs, diagrams, and other
visualizations that allow users to
quickly grasp key insights from large
Visual representation of data
Here are some examples of different types of
visual representation of data:
❖ Bar Charts: A bar chart is a simple and
effective way to compare the values of
different categories of data. For example, a
bar chart can be used to visualize the sales
figures of different products, where each
product is represented by a vertical bar with
the height of the bar corresponding to the
sales value
Visual representation of data
Line Graphs and stacked line Graphs: A
line graph is a type of chart that shows the
relationship between two variables over time.
For example, a line graph can be used to
visualize the trend of stock prices over a
period of time, where the x-axis represents
time and the y-axis represents the price.
Visual representation of data
Scatter Plots: A scatter plot is a type of chart
that shows the relationship between two
variables. For example, a scatter plot can be used
to visualize the relationship between a person's
age and their income, where each data point
represents an individual and the x-axis represents
age and the y-axis represents income.
Visual representation of data
Pie Charts: A pie chart is a circular chart that is
divided into slices to represent the proportion of
each category of data. For example, a pie chart
can be used to visualize the market share of
different companies in a particular industry, where
each slice represents a company and the size of
the slice represents the proportion of the market
share.
Visual representation of data
Heat Maps: A heat map is a type of chart
that uses color to represent the intensity of a
variable. For example, a heat map can be
used to visualize the temperature
distribution of a region, where the color of
each cell represents the temperature value.
Visual representation of data
Tree maps: A tree map is a type of chart
that represents hierarchical data using
nested rectangles. For example, a tree map
can be used to visualize the organizational
structure of a company, where each
rectangle represents a department and the
size of the rectangle represents the number
of employees in the department.
Visual representation of data
Visual representation of data can be a
powerful tool for communicating complex
information to users in a clear and concise
way.
By choosing the right type of visualization for
the data and effectively using visual
encodings such as color, size, and shape,
designers can create visual displays that are
easy to interpret and provide valuable
insights.
Data abstraction
Data abstraction is the process of simplifying
complex data by focusing on the most
important features or characteristics, while
ignoring or hiding irrelevant details.
In the context of data visualization, data
abstraction involves reducing the amount of
data presented to the user to provide a
clearer, more concise view of the underlying
patterns or trends.
Data abstraction Approach
❖ Aggregation
❖ Sampling
❖ Filtering
❖ Clustering
❖ Dimensionality Reduction etc.
Data abstraction
(Aggregation)
❖ Aggregation involves combining multiple
data points into a single summary value.
This is often done to provide a higher-
level view of the data, or to make it
easier to compare values across different
groups.
❖ Example: A bar chart that shows the
sales figures for different products can be
aggregated by product category to
provide a summary of the total sales for
each category.
Data abstraction (Sampling)
Sampling involves selecting a subset of the
data for visualization. This is often done to
provide a representative view of the data, or
to reduce the amount of data being
presented.

Example: A scatter plot that shows the

relationship between a person's age and
their income can be sampled to include only
a subset of the population, such as
individuals within a certain age range.
Data abstraction (Filtering)
Filtering involves selecting a subset of the
data based on certain criteria.
This is often done to focus on a specific
aspect of the data, or to remove outliers or
irrelevant data points.
Example: A heat map that shows the
temperature distribution of a region can be
filtered to show only temperatures above a
certain threshold, or to exclude data points
from areas with inconsistent or unreliable
temperature readings.
Data abstraction (Clustering)
Clustering involves grouping similar data
points together based on their
characteristics.
This is often done to reduce complexity and
provide a more focused view of the data.
Example: A tree map that shows the
organizational structure of a company can be
clustered to group departments with similar
functions or responsibilities, such as grouping
all marketing-related departments together.
Data abstraction (Dimensionality
reduction)
Dimensionality reduction involves reducing
the number of variables used to represent
the data.
This is often done to simplify the data and
improve visual clarity. Example: A line graph
that shows the trend of stock prices over
time can be simplified by only showing the
closing price of the stock at the end of each
day, rather than including all of the
intermediate price values throughout the
day.
Data abstraction
❖ Overall, data abstraction techniques are
important in data visualization because
they help to simplify complex data and
provide a more focused view of the most
important aspects of the data.
❖ By using techniques such as aggregation,
sampling, filtering, clustering, and
dimensionality reduction, designers can
create visualizations that are easier to
understand and interpret, while still
conveying the most important insights
from the data
Data abstraction (Filtering)
❖ Data abstraction is an important
technique in data visualization because it
allows designers to focus on the most
important aspects of the data while
reducing clutter and improving the user's
ability to identify patterns or trends.
❖ However, it is important to strike a
balance between data abstraction and
data fidelity, as removing too much data
can lead to loss of important insights.
Visual Encodings
❖ Visual encodings are the visual cues or
symbols used to represent data values in
a visual display.
❖ This can include different types of
shapes, colors, sizes, and textures that
are used to represent different types of
data. Choosing appropriate visual
encodings is important for creating
effective visualizations, as it can help
users to quickly and accurately interpret
the data.
❖ For example, in a scatter plot, the x and y
axes may be encoded with different
Visual Encodings
Visual Encodings
Visual Encoding Example
(Position)
❖ Position is one of the most basic visual
encodings, and involves mapping data to
the x and y coordinates of a visual
element.
❖ This encoding is often used in scatter
plots, line graphs, and bar charts to show
the relationship between two variables.
❖ Example: A scatter plot that shows the
relationship between a person's age and
their income uses position encoding to
map each data point to a specific
location on the x and y axes.
Visual Encoding Example
(Size)
❖ Size encoding involves mapping data to
the size of a visual element, such as the
area of a circle or the width of a bar. This
encoding can be used to highlight
differences in magnitude or to emphasize
important data points.
❖ Example: A bubble chart that shows the
population and GDP of different countries
uses size encoding to map each bubble
to the total population of the country,
with larger bubbles representing larger
populations.
Visual Encoding Example
(Color)
❖ Color encoding involves mapping data to
the hue, saturation, or brightness of a
visual element. Color encoding can be
used to highlight differences in
categorical data, or to convey
information about the magnitude or
value of a quantitative variable.
❖ Example: A heat map that shows the
temperature distribution of a region uses
color encoding to map each data point to
a specific color on a gradient, with hotter
temperatures represented by warmer
colors like red and orange.
Visual Encoding Example
(Shape)
❖ Shape encoding involves mapping data
to the shape of a visual element, such as
using different symbols or icons to
represent different categories or data
points. Shape encoding can be useful for
highlighting differences in categorical
data or for creating distinctive visual
patterns.
❖ Example: A scatter plot that shows the
relationship between a person's height
and weight can use different symbols or
shapes to represent different genders,
such as circles for females and squares
Visual Encoding Example
(Texture)
❖ Texture encoding involves mapping data
to the texture or pattern of a visual
element, such as using diagonal lines or
dots to represent different categories or
data points. Texture encoding can be
useful for creating visual interest and for
highlighting differences in categorical
data.
❖ Example: A choropleth map that shows
the distribution of different types of
vegetation in a region can use different
patterns or textures to represent different
vegetation types, such as diagonal lines
Visual Encoding
❖ Visual encodings are an important aspect
of data visualization because they allow
designers to effectively communicate
information about the data through visual
means.
❖ By choosing the appropriate visual
encoding for the data, designers can
create visualizations that are more
engaging, informative, and memorable
for the viewer.
Use of color
❖ Color is a powerful tool for visual
representation of data, as it can be used
to highlight important information and to
differentiate between different types of
data.
❖ However, the use of color can also
introduce perceptual issues, such as color
blindness or visual fatigue.
❖ When using color in visualizations, it is
important to choose colors that are easy
to distinguish and that are appropriate
for the target audience.
❖ For example, a heat map may use a
Use of color
❖ Color is a powerful tool for data
visualization as it can be used to convey
different types of information, such as
highlighting specific data points,
indicating the magnitude of a variable, or
distinguishing between different
categories.
❖ However, the use of color in data
visualization requires careful
consideration, as inappropriate or
inconsistent use of color can lead to
confusion and misinterpretation of the
data.
Use of color (How color can
be used)
Highlighting specific data points:
❖ Using a bright or contrasting color to
highlight specific data points can draw
attention to important information and
make it easier for the viewer to identify
patterns or outliers.
❖ Example: In a scatter plot that shows the
relationship between two variables, using
a red color to highlight the data points
that fall outside of a certain range can
help to identify outliers or anomalies.
Use of color (How color can
be used)
Indicating the magnitude of a variable:
❖ Using a color scale to represent the
magnitude of a variable can make it
easier for the viewer to understand the
data and identify patterns or trends.
❖ Example: In a heat map that shows the
distribution of a variable across a
geographic region, using a color scale to
represent the magnitude of the variable
can help to identify areas with high or
low values.
Use of color (How color can
be used)
Distinguishing between different
categories:
❖ Using different colors to represent
different categories can make it easier
for the viewer to distinguish between
different types of data and understand
the relationships between them.
❖ Example: In a bar chart that shows the
sales of different products, using different
colors to represent each product can
make it easier to compare the sales of
each product and identify the most
popular or profitable items.
Use of color
When using color in data visualization, there are some
important considerations to keep in mind:
Color blindness:
❖ Approximately 8% of men and 0.5% of women have some
form of color blindness, which can affect their ability to
distinguish between certain colors.
❖ To ensure that colorblind viewers can still understand the
data, it is important to use color schemes that are accessible
and avoid using colors that are easily confused with one
another.
Consistency:
❖ Using consistent color schemes throughout a data
visualization can make it easier for the viewer to understand
the data and identify patterns or relationships.
❖ Using too many colors or changing color schemes can create
confusion and make it more difficult for the viewer to
understand the data.
Context:
❖ The use of color should always be considered in the context
Use of color
Use of color
Use of color
❖ Sequential color is the use of a single color from
light to dark. An example is encoding the total
amount of sales by the state in blue, where the
darker blue shows higher sales and a lighter blue
shows lower sales.
❖ Diverging color is used to show a range of
diverging from a midpoint. It can also be used to
show the weather, with blue showing the cooler
temperatures and red showing hotter
temperatures. The midpoint can be the average, the
target, or zero in cases where there are positive and
negative numbers..
❖ Categorical color uses different color hues to
distinguish betweent different categories.
Perceptual Issues
❖ Perceptual issues can arise in visual
representation of data when the visual cues
used to represent data values are not aligned
with the way the human brain processes
visual information.
❖ For example, certain types of visual encodings
may be more difficult to interpret than others,
or the use of certain colors may be difficult for
some users to distinguish.
❖ To address perceptual issues, designers can
use techniques such as data scaling, labeling,
and filtering to help users interpret the data
more effectively.
❖ Perceptual issues refer to potential problems
Perceptual Issues(Example)
Size perception:
❖ Humans tend to perceive differences in
size more easily than differences in other
visual properties, such as color or shape.
However, our ability to accurately judge
the relative size of objects can be
influenced by a variety of factors, such as
distance, angle, and orientation.
❖ Example: In a bar chart, using bars of
different heights to represent the
magnitude of a variable may be more
effective than using different colors or
shapes to convey the same information,
Perceptual Issues(Example)
Color perception:
❖ While color can be a powerful tool for
data visualization, our ability to
accurately perceive differences in color
can be influenced by a variety of factors,
such as lighting, background color, and
color blindness.
❖ Example: Using a color scale to represent
the magnitude of a variable may be
effective in some contexts, but may be
less effective if the viewer is colorblind or
if the color scale is not clearly visible
against the background.
Perceptual Issues(Example)
Pattern perception:
❖ Humans tend to perceive patterns and
textures more easily than individual
objects or shapes, and these patterns can
be used to convey information in data
visualization. However, our ability to
accurately perceive patterns can be
influenced by factors such as size,
complexity, and orientation.
❖ Example: Using a heat map to represent
the distribution of a variable may be
effective if the viewer can easily perceive
the pattern, but may be less effective if
Perceptual Issues(Example)
Grouping and proximity
perception:
❖ Humans tend to perceive objects that are
close together as belonging to the same
group or category, and this grouping can
be used to convey information in data
visualization. However, our ability to
accurately group objects can be
influenced by factors such as distance,
size, and orientation.
❖ Example: Using a scatter plot to
represent the relationship between two
variables may be effective if the data
Perceptual Issues
❖ In general, when designing data
visualizations, it is important to consider
the limitations of human perception and
to use visual encodings that are easy to
perceive and interpret.
❖ This may involve using multiple visual
encodings, such as size, color, and
shape, to convey the same information,
or using interactive visualizations that
allow the viewer to explore the data in
different ways.
❖ By taking these perceptual issues into
Information Overload
❖ Information overload occurs when a
visual display presents too much
information at once, making it difficult for
users to effectively process and interpret
the data. This can occur when the visual
display is too cluttered or when too many
variables are presented at once.
❖ To avoid information overload, designers
can use techniques such as data
abstraction, filtering, and hierarchical
organization to help users focus on the
most important information.
❖ For example, a financial dashboard may
Information Overload
❖ Information overload can occur in
any type of visual display, from
simple charts and graphs to
complex dashboards and reports.

❖ When a visual display presents too

much information at once, it can be
difficult for users to identify
patterns and relationships, make
informed decisions, or draw
meaningful conclusions.
Techniques to avoid
information overload
Data abstraction:
❖ Data abstraction involves reducing the
complexity of a dataset by removing
irrelevant or redundant information, while
preserving the most important aspects of
the data. This can help users focus on the
most relevant information and avoid being
overwhelmed by too much data.
❖ Example: A stock market dashboard may
use data abstraction to show only the most
important stocks and their key metrics,
such as price, volume, and change, rather
than displaying data for every stock in the
market.
Techniques to avoid
information overload
Filtering
❖ Filtering involves selectively
displaying data based on user-
defined criteria, such as time period,
location, or category. This can help
users focus on specific subsets of the
data and avoid being overwhelmed
by too much information.
❖ Example: An e-commerce website
may allow users to filter products by
price, brand, or customer rating, to
Techniques to avoid
information overload
Hierarchical organization:
❖ Hierarchical organization involves
organizing data into a nested
structure, with the most important
information at the top level and more
detailed information at lower levels.
This can help users navigate through
large amounts of data and focus on
the most relevant information.
❖ Example: A marketing dashboard
may use hierarchical organization to
Techniques to avoid
information overload
Interactive visualization:
❖ Interactive visualization involves
allowing users to interact with the
data display, such as by zooming in
and out, panning, or drilling down
into the data. This can help users
explore the data in more detail and
focus on the most relevant
information.
❖ Example: A geographic information
system (GIS) may allow users to
Information Overload
❖ In summary, avoiding information
overload in data visualization involves
using a variety of techniques to help
users focus on the most relevant
information and avoid being
overwhelmed by too much data.
❖ These techniques can include data
abstraction, filtering, hierarchical
organization, and interactive
visualization, among others.
❖ By carefully designing data
visualizations that are tailored to the
Important Questions
1. How does the brain interpret and process visual
information?
2. What are the different types of visual representations
of data, and how can they be used to convey
information effectively?
3. How can data abstraction techniques be used to
simplify complex datasets and make them more easily
understandable?
4. What are some common visual encodings used in data
visualization, and how do they impact the clarity and
accuracy of the information presented?
5. How can the use of color in data visualization impact
the viewer's perception of the information?
6. What are some common perceptual issues that can