Data has become the most powerful tool in business today, and telling its story effectively is critical. Yet one of the best communicators—color—is the most neglected tool in data visualization. With this book, DATAcated founder Kate Strachnyi provides the ultimate guide to the correct use of color for representing data in graphs, charts, tables, and infographics.
Ideal for data and business analysts, data scientists, and others who design infographics and data visualizations, this practical resource explores color tips and tricks, including the theories behind them and why they work the way they do. ColorWise covers the psychology, history, and culture of many different colors. This book is also a useful teaching tool for learning about proper use of color for data storytelling techniques and dashboarding.
You'll explore:
• The role that color theory plays in data visualization and storytelling
• Various color techniques you can use to improve data visualizations
• How colors affect your audience's understanding of data visualizations
• How to use color intentionally to help guide your audience
• Tips for using colors that people with color vision deficiency can interpret
• How to apply the book's guidelines for use in your own projects
Author(s): Kate Strachnyi
Edition: 1
Publisher: O'Reilly Media
Year: 2023
Language: English
Commentary: Publisher's PDF
Pages: 165
City: Sebastopol, CA
Tags: Data Visualization; Best Practices; Storytelling; Color
Cover
Copyright
Table of Contents
Preface
Why I Wrote This Book
How This Book Is Organized
Who This Book Is For
O’Reilly Online Learning
How to Contact Us
Acknowledgments
Chapter 1. Color Theory and History
So What Is Color?
How Do We See Color?
What Is Color Theory?
Hues, Shades, Tints, and Tones
Hues
Shades
Tints
Tones
The Psychology of Color
Black
White
Red
Blue
Green
Yellow
Purple
Brown
Orange
Pink
Gray
Why People Don’t Always See the Same Color
Summary
Chapter 2. Data Visualization and Data Storytelling
What Is Data Visualization?
Deriving Meaning from Data
Speaking the Same Language
Power of Visualizing Data
What Is Data Storytelling?
Types of Data Visualizations
Changes over Time
Determining Frequency
Determining Relationships
Examining Networks and Marketing
Scheduling
Chart Selector Guide
Summary
Chapter 3. Types of Colors Used in Data Visualization
Three Types of Colors
Sequential
Diverging
Categorical
Background Colors
The Power of Dividers in a Data Visualization
Summary
Chapter 4. How to Tell a Story with Color
Keep It Simple
Data Story Components
Reduce Color Saturation
Color for Highlighting
Color Associations
Power of Gray
Color Consistencies
Summary
Chapter 5. Selecting a Color Scheme for Your Data Visualization
Importance of Choosing Colors
Know Your Audience
Consider Industry Associations
Brand Colors
Suggested Color Schemes
Selecting Key Colors in a Palette
Using Colors Found in Nature
Color Palettes for Comparing Two Things
Analogous Harmony
Complementary Harmony with a Positive/Negative Connotation
Near Complementary Harmony for Highlighting Two Series Where One Is the Primary Focus
Color Palettes for Comparing Three Things
Analogous/Triadic Harmony for Highlighting Three Series
Highlighting One Series Against Two Related Series
Color Palettes for Comparing Four Things
Analogous Complementary for One Main Series and Its Three Components
Double Complementary for Two Pairs Where One Pair Is Dominant
Rectangular or Square Complementary for Four Series of Equal Emphasis
Summary
Chapter 6. Data Visualization Color Tips
Use Contrasting Color
Avoid Bright Backgrounds
Know Your Devices
Use Gradients
Summary
Chapter 7. Accessibility and Addressing Color Blindness
Why It Matters
Potential Causes of Color Blindness
Color Combinations to Avoid
Best Practices
Summary
Chapter 8. Color and Cultural Design Considerations
Yellow
Blue
Red
White
Black
Green
Orange
Purple
Pink
Summary
Chapter 9. Common Pitfalls of Color Use in Data Storytelling
Encoding Too Much Information or Irrelevant Information
Using Nonmonotonic Colors for Data Values
Failure to Design for Color Vision Deficiency
Not Creating Associations with Color
Not Using Contrasting Colors to Contrast Information
Not Making the Important Information Stand Out
Using Too Many Colors
Summary
Chapter 10. Additional Examples
Using Colors Found in Nature
Using Color to Focus Your Audience
Designing for a Color Vision Deficiency Audience
Color Illusions
Adelson’s Checker Shadow Illusion
Color Cube Illusion
White and Gray? Maybe Not!
Colorful Spheres (Or Are They?)
Colorful Dogs
Summary
Conclusion
Helpful Resources
Index
About the Author
