DVP 2

CHAPTER 2
Foundations for Visualization

Topics
Foundations for Visualization
• Visualization is the process of creating graphical
representations of data and information to convey insights,
patterns, and trends that may be difficult to discern(find out)
from raw data. To effectively create visualizations, it is
important to have a solid foundation in several areas, including:
Data Analysis:
• To create effective visualizations, it is necessary to have a
strong understanding of the data being used. This includes
understanding the types of data being used, such as categorical
or numerical, and understanding statistical concepts such as
mean, median, and standard deviation. The data should also be
clean and properly formatted.
• Design Principles:
A visualization should be visually appealing and easy to
read. Understanding design principles such as color
theory, typography, and layout can help create effective
visualizations that are aesthetically pleasing and easy to
understand.
Data Visualization Tools: There are several tools

available for creating visualizations, such as Tableau,
Excel, R, and Python. Understanding how to use these
tools and their respective strengths and weaknesses can
help in creating effective visualizations.
• Audience Understanding:
• Understanding the audience that will be viewing the
visualization is important in creating effective
visualizations. The audience's background, level of
expertise, and goals should be taken into consideration
when creating visualizations.
• Communication Skills: Creating effective visualizations
is not just about creating a pretty picture. It is important
to be able to effectively communicate the insights and
trends that the visualization is showing. Being able to
tell a story with the data and the visualization is an
important skill in data visualization.
• In summary, effective visualization requires a strong
foundation in data analysis, design principles, data
visualization tools, audience understanding, and
communication skills. By having a solid understanding
of these areas, one can create effective visualizations
that convey insights and trends in a clear and easy to
understand manner.
Visualization foundation
Visualization Stages.
• 1 Data Collection: Gathering data from various sources such as surveys, interviews,
experiments, and databases.
• 2. Data Preparation: Cleaning the data and preparing it for analysis by removing
outliers(an observation that stands at abnormal distance) and inconsistencies,
normalizing data, and transforming data into more useful formats.
• 3. Data Modeling: Creating models of the data to identify patterns and relationships,
and determine which variables are most important.
• 4. Data Visualization: Representing the data in graphical form to help discover
insights and communicate findings to others.
• 5. Data Analysis: Analyzing the data to draw conclusions and identify opportunities for
improvement.
• 6. Reporting: Communicating the results of the analysis and visualization to

stakeholders.
Visualization stages diagram
Semiology of Graphical Symbols
• Semiology of Graphical Symbols refers to the study of
how visual symbols are used to convey information or
meaning in graphical representations such as charts,
graphs, maps, and diagrams.
• The concept was introduced by Jacques Bertin, a French
cartographer and geographer, in his book "Semiology of
Graphics" published in 1967. The book describes a set
of principles for the effective use of graphical symbols,
including:
The Eight Visual Variables
1.Position - the location of an element on a visual display, such as a graph or a map. For
example, a scatter plot shows the position of data points relative to two axes.
2.Size - the physical dimension of an element on a visual display. For example, a bubble
chart uses size to represent the value of a data point.
3.Shape - the form of an element on a visual display. For example, different shapes can be
used to represent different types of data in a scatter plot.
4.Value - the lightness or darkness of an element on a visual display. For example, a
grayscale image uses value to convey different levels of intensity.
5.Texture - the pattern of an element on a visual display. For example, a map can use
different textures to represent different types of land use.
6.Color - the hue of an element on a visual display. For example, a heat map uses color to
represent the magnitude of a variable.
7.Orientation - the angle of an element on a visual display. For example, a radar chart uses
orientation to represent different variables.
8.Connection - the relationship between elements on a visual display. For example, a
network diagram uses connections to show the relationships between nodes.
• By manipulating these visual variables, designers can create a wide range of visual
displays that effectively communicate information to viewers.
Historical Perspective
• Historical perspective in data visualization refers to the
evolution of data visualization techniques over time.
Humans have been creating visual representations of
data for thousands of years, but the modern era of data
visualization began in the 18th century with the
invention of statistical graphics by William Playfair.
Experimental Semiotics based on
Perception Gibson‘s Affordance
theory
• Experimental semiotics is a field that explores how humans use
and interpret signs and symbols in communication. One influential
theory in this field is the Affordance Theory, developed by
psychologist James J. Gibson.
• Gibson's Affordance Theory suggests that perception is an active

process that involves the interpretation of environmental
cues( cues around a person that inform them what is happening and
how to respond.) in relation to the individual's goals and
intentions. According to this theory, objects and environments
have inherent affordances, or potential actions that they enable or
constrain. For example, a chair affords sitting, a door affords
opening, and a staircase affords climbing.
• Experimental semiotics based on Affordance Theory
seeks to investigate how people use and interpret signs
and symbols in relation to their perceived affordances.
• For example, a stop sign affords stopping, and a green

traffic light affords moving forward. By manipulating the
signs and symbols presented to participants, researchers
can explore how they interpret and respond to different
affordances.
• One example of an experimental semiotics study based on
Affordance Theory is a study that investigated how people
interpret and respond to road signs. Participants were
presented with a series of road signs with different colors,
shapes, and symbols, and were asked to indicate what
action they would take in response to each sign. The results
showed that participants' responses were strongly
influenced by the perceived affordances of the signs,
highlighting the importance of affordance-based
interpretation in communication.
• Overall, experimental semiotics based on Affordance

Theory provides a framework for understanding how people
use and interpret signs and symbols in communication,
highlighting the importance of the relationship between
Taxonomies
• In the foundation of visualization, taxonomies are a way
of categorizing different types of visualizations based on
their characteristics and purposes. Taxonomies can help
designers and researchers better understand the
strengths and limitations of different types of
visualizations, and how they can be used effectively to
communicate information.
• Data Type Taxonomy: This taxonomy categorizes visualizations based on the type of data they
represent, such as numerical data, categorical data, or temporal data.
• Visual Encoding Taxonomy: This taxonomy categorizes visualizations based on the type of visual
encoding used to represent data, such as position, color, shape, or texture.
• Task Taxonomy: This taxonomy categorizes visualizations based on the type of task they are
designed to support, such as exploration, comparison, or explanation.
• Domain Taxonomy: This taxonomy categorizes visualizations based on the domain or field of
application, such as scientific visualization, business intelligence, or information design.
• Technology Taxonomy: This taxonomy categorizes visualizations based on the technology used to
create them, such as static images, interactive visualizations, or virtual reality environments.
• Overall, taxonomies are an important tool for organizing and understanding the wide range of
visualizations used in different contexts and domains, and can help guide the design and evaluation
of effective visualizations.
A Model of Perceptual Processing
• A Model of Perceptual Processing with an example
Perceptual processing is the cognitive process of
understanding and interpreting sensory information. It
involves the integration of sensory information from the
environment and the internal mental processes of the
individual.
1. Sensory Input: The first stage of perceptual processing is the detection of sensory input from the
environment. This can be either in the form of visual, auditory, tactile, olfactory, and gustatory stimuli.
2. Attention: Attention is then directed towards the relevant stimuli in the environment. This is done
by filtering out irrelevant information and focusing on the features that are of interest.
3. Organization: The stimuli is then organized into meaningful patterns. This includes categorizing the
stimuli into objects, events, and relationships.
4. Interpretation: The stimuli is then interpreted in terms of its meaning to the individual. This includes
assigning mental representations, assigning causal relationships, and making sense of the stimuli.
5. Memory: The perceived information is then stored in memory. This is done by attaching the
information to existing memories, or creating new memories.
6. Response: Finally, the individual responds to the perceived stimuli. This can be in the form of an
emotional or behavioral response.
• Example:
• A person is walking down the street and notices a streetlight.
• 1. Sensory Input: The person detects the visual stimulus of the streetlight.
• 2. Attention: The person focuses their attention on the streetlight.
• 3. Organization: The person categorizes the streetlight as an object in the environment.
• 4. Interpretation: The person interprets the streetlight as a source of illumination.
• 5. Memory: The person stores the information about the streetlight in their memory.
• 6. Response: The person continues walking down the street without reacting to the streetlight.
Biological term of visual stimuli
• Visual stimuli from our surroundings are processed by an
intricate system of interconnecting neurons, which begins with
the optic nerve in the eye up to the visual processing
center in our forebrain called the visual cortex.
Class room stimuli
• Illustrations, photographs, video, concept maps, graphs
and charts, and many other visual stimuli can be used
to great effect in the classroom. Photos and art
depicting historical events, for example, can help
students connect with the past. Graphs and charts are
excellent ways to illustrate comparisons and changes.

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CHAPTER 2

Foundations for Visualization

Data Visualization Tools: There are several tools

• 6. Reporting: Communicating the results of the analysis and visualization to

• Gibson's Affordance Theory suggests that perception is an active

• For example, a stop sign affords stopping, and a green

• Overall, experimental semiotics based on Affordance

• A person is walking down the street and notices a streetlight.

• 2. Attention: The person focuses their attention on the streetlight.

• 3. Organization: The person categorizes the streetlight as an object in the environment.

• 4. Interpretation: The person interprets the streetlight as a source of illumination.

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