LESSON 7:

Pictures You See with Your Brain

and Feel with Your Heart

x
o
Preattentive
Highlighting insights Using visual cues
Using contrast
attributes connect reduces distractions leads the audience captures a readers
visuals to minds
in the story
through messages
attention

Connecting with
passion makes a
story memorable

On average, people hear or

read 100,000 words a day.
And studies have shown that
80% of what we learn is
forgotten within 24 hours.

Forbes, How To Be Unforgettable (March 2013)

A quick lesson in Visual Perception

A quick lesson in Visual Perception

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354678190234564926

029481739026364781
267685621386452797
126829747281074365
764012890345986023

Preattentive attributes can convey

important meanings
| | | | | | | | | |

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| | | | | | | | | |
Hue

Orientation

| | | | | | | | | |

| | | | | | | | | |

| | | | | | | | | |

| | | | | | | | | |

| | | | | | | | | |

| | | | | | | | | |

Enclosure

Width

Size

Intensity

Follow simple rules to visualize insights with impact

1. Highlight your message and eliminate distractions

2. Use visual cues to help lead your audience through your

insight

3. Use contrast (size, color) to capture the readers attention

(and imagination)

Follow simple rules to visualize insights with impact

1. Highlight your message and eliminate distractions
2. Use visual cues to help lead your audience through your
insight

3. Use contrast (size, color) to capture the readers attention

(and imagination)

Source: http://www.informationisbeautiful.net/2010/peak-break-up-times-on-facebook/

Follow simple rules to visualize insights with impact

1. Highlight your message and eliminate distractions

2. Use visual cues to help lead your audience through

your insight
3. Use contrast (size, color) to capture the readers attention
(and imagination)

Source: Google

Follow simple rules to visualize insights with impact

1. Highlight your message and eliminate distractions

2. Use visual cues to help lead your audience through your

insight

3. Use contrast (size, color) to capture the readers

attention (and imagination)

Source: David McCandless, InformationIsBeautiful.net

2010

1958

1903

1903

1958

Source: Carla Gates. 2011. Crayola Color Chart, 1903-2010. Retrieved from https://www.flickr.com/
photos/carlagates247/5984214513/in/photolist-a7NEui-bPrRUc-bAxe1w

2010

Follow simple rules to visualize insights with impact

1. Highlight your message and eliminate distractions

2. Use visual cues to help lead your audience through your

insight

3. Use contrast (size, color) to capture the readers attention

(and imagination)

Source: New York Times, Nicholas Felton

VCR

b.1979
WITHIN

b.1923

YEARS

b.1972

20

RADIO
MICROWAVE

b.1955

YEARS

b.1925

30

Consumption Spreads Faster Today

CELL PHONE

b.1984
WITHIN

Years Needed For Widespread

Technologies To Reach 80%
Adoption In USA By 2005

COLOR TV
REFRIGERATOR
ELECTRICITY

b.1902
WITHIN

60

YEARS

b.1948

AIR CONDITIONING

b.1950

CLOTHES DRYER
AUTO

b.1904
WITHIN

100
YEARS

CLOTHES WASHER

b.1950

TELEPHONE

b.1876

YEARS
0

10

15

20

25

Source: New York Times, Nicholas Felton

30

35

40

45

50

55

60

65

70

75

80

85

90

95

100

VCR

b.1979
WITHIN

b.1923

YEARS

b.1972

20

RADIO
MICROWAVE

b.1955

YEARS

b.1925

30

Consumption Spreads Faster Today

CELL PHONE

b.1984
WITHIN

Years Needed For Widespread

Technologies To Reach 80%
Adoption In USA By 2005

COLOR TV
REFRIGERATOR
ELECTRICITY

b.1902
WITHIN

60

YEARS

b.1948

AIR CONDITIONING

b.1950

CLOTHES DRYER
AUTO

b.1904
WITHIN

100
YEARS

CLOTHES WASHER

b.1950

TELEPHONE

b.1876

YEARS
0

10

15

20

25

Source: New York Times, Nicholas Felton

30

35

40

45

50

55

60

65

70

75

80

85

90

95

100

VCR

b.1979
WITHIN

b.1923

YEARS

b.1972

20

RADIO
MICROWAVE

b.1955

YEARS

b.1925

30

Consumption Spreads Faster Today

CELL PHONE

b.1984
WITHIN

Years Needed For Widespread

Technologies To Reach 80%
Adoption In USA By 2005

COLOR TV
REFRIGERATOR
ELECTRICITY

b.1902
WITHIN

60

YEARS

b.1948

AIR CONDITIONING

b.1950

CLOTHES DRYER
AUTO

b.1904
WITHIN

100
YEARS

CLOTHES WASHER

b.1950

TELEPHONE

b.1876

YEARS
0

10

15

20

25

Source: New York Times, Nicholas Felton

30

35

40

45

50

55

60

65

70

75

80

85

90

95

100

VCR

b.1979
WITHIN

b.1923

YEARS

b.1972

20

RADIO
MICROWAVE

b.1955

YEARS

b.1925

30

Consumption Spreads Faster Today

CELL PHONE

b.1984
WITHIN

Years Needed For Widespread

Technologies To Reach 80%
Adoption In USA By 2005

COLOR TV
REFRIGERATOR
ELECTRICITY

b.1902
WITHIN

60

YEARS

b.1948

AIR CONDITIONING

b.1950

CLOTHES DRYER
AUTO

b.1904
WITHIN

100
YEARS

CLOTHES WASHER

b.1950

TELEPHONE

b.1876

YEARS
0

10

15

20

25

Source: New York Times, Nicholas Felton

30

35

40

45

50

55

60

65

70

75

80

85

90

95

100

VCR

b.1979
WITHIN

b.1923

YEARS

b.1972

20

RADIO
MICROWAVE

b.1955

YEARS

b.1925

30

Consumption Spreads Faster Today

CELL PHONE

b.1984
WITHIN

Years Needed For Widespread

Technologies To Reach 80%
Adoption In USA By 2005

COLOR TV
REFRIGERATOR
ELECTRICITY

b.1902
WITHIN

60

YEARS

b.1948

AIR CONDITIONING

b.1950

CLOTHES DRYER
AUTO

b.1904
WITHIN

100
YEARS

CLOTHES WASHER

b.1950

TELEPHONE

b.1876

YEARS
0

10

15

20

25

Source: New York Times, Nicholas Felton

30

35

40

45

50

55

60

65

70

75

80

85

90

95

100

VCR

b.1979
WITHIN

b.1923

YEARS

b.1972

20

RADIO
MICROWAVE

b.1955

YEARS

b.1925

30

Consumption Spreads Faster Today

CELL PHONE

b.1984
WITHIN

Years Needed For Widespread

Technologies To Reach 80%
Adoption In USA By 2005

COLOR TV
REFRIGERATOR
ELECTRICITY

b.1902
WITHIN

60

YEARS

b.1948

AIR CONDITIONING

b.1950

CLOTHES DRYER
AUTO

b.1904
WITHIN

100
YEARS

CLOTHES WASHER

b.1950

TELEPHONE

b.1876

YEARS
0

10

15

20

25

Source: New York Times, Nicholas Felton

30

35

40

45

50

55

60

65

70

75

80

85

90

95

100

VCR

b.1979
b.1979

WITHIN

20

YEARS

RADIO

b.1923
b.1923

MICROWAVE

b.1972
b.1972

b.1955
b.1955

YEARS

b.1925
b.1925

30

Consumption Spreads Faster Today

CELL PHONE

b.1984
b.1984

WITHIN

Years Needed For Widespread

Technologies To Reach 80%
Adoption In USA By 2005

COLOR TV
REFRIGERATOR
ELECTRICITY

b.1902
b.1902

WITHIN

60

YEARS

b.1948
b.1948

AIR CONDITIONING

b.1950
b.1950

CLOTHES DRYER
AUTO

b.1904
b.1904

WITHIN

100
YEARS

CLOTHES WASHER

b.1950
b.1950

TELEPHONE

b.1876
b.1876

YEARS
0

10

15

20

25

Source: New York Times, Nicholas Felton

30

35

40

45

50

55

60

65

70

75

80

85

90

95

100

VCR

b.1979
WITHIN

b.1923

YEARS

b.1972

20

RADIO
MICROWAVE

b.1955

YEARS

b.1925

30

Consumption Spreads Faster Today

CELL PHONE

b.1984
WITHIN

Years Needed For Widespread

Technologies To Reach 80%
Adoption In USA By 2005

COLOR TV
REFRIGERATOR
ELECTRICITY

b.1902
b.1902

WITHIN

60

YEARS

b.1948
b.1948

AIR CONDITIONING

b.1950
b.1950

CLOTHES DRYER
AUTO

b.1904
b.1904

WITHIN

100
YEARS

CLOTHES WASHER

b.1950
b.1950

TELEPHONE

b.1876
b.1876

YEARS
0

10

15

20

25

Source: New York Times, Nicholas Felton

30

35

40

45

50

55

60

65

70

75

80

85

90

95

100

VCR

b.1979
WITHIN

b.1923

YEARS

b.1972

20

RADIO
MICROWAVE

b.1955

YEARS

b.1925

30

Consumption Spreads Faster Today

CELL PHONE

b.1984
WITHIN

Years Needed For Widespread

Technologies To Reach 80%
Adoption In USA By 2005

COLOR TV
REFRIGERATOR
ELECTRICITY

b.1902
WITHIN

60

YEARS

b.1948

AIR CONDITIONING

b.1950

CLOTHES DRYER
AUTO

b.1904
WITHIN

100
YEARS

CLOTHES WASHER

b.1950

TELEPHONE

b.1876

YEARS
0

10

15

20

25

Source: New York Times, Nicholas Felton

30

35

40

45

50

55

60

65

70

75

80

85

90

95

100

VCR

b.1979
b.1979

WITHIN

20

YEARS

RADIO

b.1923
b.1923

MICROWAVE

b.1972
b.1972

b.1955
b.1955

YEARS

b.1925
b.1925

30

Consumption Spreads Faster Today

CELL PHONE

b.1984
b.1984

WITHIN

Years Needed For Widespread

Technologies To Reach 80%
Adoption In USA By 2005

COLOR TV
REFRIGERATOR
ELECTRICITY

b.1902
b.1902

WITHIN

60

YEARS

b.1948
b.1948

AIR CONDITIONING

b.1950
b.1950

CLOTHES DRYER
AUTO

b.1904
b.1904

WITHIN

100
YEARS

CLOTHES WASHER

b.1950
b.1950

TELEPHONE

b.1876
b.1876

YEARS
0

10

15

20

25

Source: New York Times, Nicholas Felton

30

35

40

45

50

55

60

65

70

75

80

85

90

95

100

VCR

b.1979
b.1979

WITHIN

20

YEARS

RADIO

b.1923
b.1923

MICROWAVE

b.1972
b.1972

b.1955
b.1955

YEARS

b.1925
b.1925

30

Consumption Spreads Faster Today

CELL PHONE

b.1984
b.1984

WITHIN

Years Needed For Widespread

Technologies To Reach 80%
Adoption In USA By 2005

COLOR TV
REFRIGERATOR
ELECTRICITY

b.1902
b.1902

WITHIN

60

YEARS

b.1948
b.1948

AIR CONDITIONING

b.1950
b.1950

CLOTHES DRYER
AUTO

b.1904
b.1904

WITHIN

100
YEARS

CLOTHES WASHER

b.1950
b.1950

TELEPHONE

b.1876
b.1876

YEARS
0

10

15

20

25

Source: New York Times, Nicholas Felton

30

35

40

45

50

55

60

65

70

75

80

85

90

95

100

Visualization style can dramatically

affect data presentation

Before
Source: New York Times, Nicholas Felton

After

Test to help you improve your design

Would eliminating this change anything?
If the answer is no, get rid of it. Earn your reader's trust by
giving them only what they need.

Where is your eye drawn?

Look away from your visual for 5 seconds, then back to it.
This is most likely the place your audience's eye will be drawn
as well.

The colleague test. Think your visual is perfect?

Have a colleague take a look. Give them minimal context and
10-15 seconds to process and ask what they would take
away.

[T]he best and most beautiful

things in the world cannot be
seen nor even touched, but
just felt in the heart.

Anne Sullivan (June 1891)

LESSON 7:
Pictures You See with Your Brain

and Feel with Your Heart

x
o
Preattentive
Highlighting insights Using visual cues
Using contrast
attributes connect reduces distractions leads the audience captures a readers
visuals to minds
in the story
through messages
attention

Connecting with
passion makes a
story memorable

Supplemental reading for this lesson

Create a Presentation Your Audience Will Care About:

https://hbr.org/2012/10/create-presentations-an-audien/

Do Your Visuals Pass the Glance Test?:

https://hbr.org/2012/10/do-your-slides-pass-the-glance-test/

When Presenting Your Data, Get to the Point Fast:

https://hbr.org/2013/03/when-presenting-your-data-get/

The "Action" Dashboard:

http://www.kaushik.net/avinash/the-action-dashboard-analternative-to-crappy-dashboards/

References
1. David McCandless. Peak Break-Up Times On Facebook,
(2010), Retrieved from http://
www.informationisbeautiful.net/2010/peak-break-up-timeson-facebook/

2. Google and the Google logo are registered trademarks of

Google Inc., used with permission

3. David McCandless, Retrieved from

InformationIsBeautiful.net

References
4. Carla Gates. 2011. Crayola Color Chart, 1903-2010.
Retrieved from https://www.flickr.com/photos/
carlagates247/5984214513/in/photolist-a7NEui-bPrRUcbAxe1w

5. Nicholas Felton. Widespread Adoption of New Technologies

in Near-Record Time. 2009. Retrieved from http://mikepulsifer.org/2009/08/the-chart-make-over-challengeof-2009/