Cool Tricks: As you’re overhauling your visualizations, these three edits are guaranteed to give you the biggest bang for your buck.
Remove unnecessary ink.
I immediately begin deleting or lightening everything without a purpose: the border, the grid lines, and the tick marks. Visualization guru Edward Tufte calls this strategy the data:ink ratio; we’re intentionally removing any ink that isn’t directly related to the data itself. These edits ensure our viewers will focus attention where we need it: on the actual patterns, not on the software program’s outdated and clunky lines.
Customize your color palette.
Next, I swap my software program’s random color scheme for a customized palette.
- As a consultant, I’m typically following my client’s branding. I scroll through the organization’s website, look at their logo, and skim publicly-available reports that were created with the aid of a graphic designer.
- In my former role as an internal evaluator, I would match my chart colors to my organization’s own logo and branding.
- When I create graphs through my role with AEA’s Data Visualization and Reporting Topical Interest Group, I match AEA’s exact shade of burgundy—RGB code 149:8:4—rather than sloppily choosing any old shade of red.
Editing color codes is simple. Newer versions of Excel on both PCs and Macs have built-in eyedropper tools. If you’re using an older version of Excel, follow the Uganda Evaluation Capacity Development Project’s step-by-step instructions for using a free tool called Instant Eyedropper.
Write a descriptive title and subtitle.
Today’s viewers want and deserve brevity, everyday language, and text that describes something about the actual finding—so that even the quickest report-skimmers will walk away having digested and retained the report’s contents. Bonus points: Select an important word or two from the title and make that word stand out (“chocolate” is in bold text and matches the graph’s dark brown color scheme). Then, add a one- or two-sentence subtitle (“Cookie dough was second most popular flavor”).
Rad Resource: Want to master these skills and more? I’m leading a pre-conference workshop at the Eastern Evaluation Research Society’s conference in April 2015. Bring your laptop so we can build these charts and more from scratch. See you there!
The American Evaluation Association is celebrating Eastern Evaluation Research Society (EERS) Affiliate Week. The contributions all this week to aea365 come from EERS members. Do you have questions, concerns, kudos, or content to extend this aea365 contribution? Please add them in the comments section for this post on the aea365 webpage so that we may enrich our community of practice. Would you like to submit an aea365 Tip? Please send a note of interest to firstname.lastname@example.org. aea365 is sponsored by the American Evaluation Association and provides a Tip-a-Day by and for evaluators.