Journal
Perception Week 04a Lecture BUSMGT 708 Communicating Business Insights
1
Learning outcomes:
By the end of this session you should be able to
Understand that we cannot always trust what we see
Identify and apply the Gestalt laws in data visualisation
Apply preattentive processing in data visualisation
‹#›
2
Agenda:
‹#›
3
Brain Rules
Perception
Preattentive Processing
Gestalt Laws
Key Takeaways
Why Visualization? Brain Rules:
#4: People don’t pay attention to boring things
#9: Stimulate more of the senses at the same time
#10: Vision trumps all other senses
4
4
‹#›
5
Brain Rules
Perception
Preattentive Processing
Gestalt Laws
Key Takeaways
Perception
Source: https://www.youtube.com/watch?v=IGQmdoK_ZfY
‹#›
6
Used by Permission of Dr. Beau Lotto (www.LottoLab.org)
DATA
DATA
DATA
DATA
Perception
Source: https://en.wikipedia.org/wiki/The_dress
‹#›
12
Source: Wiki Commons (Lotus, Illinois Railroad Tracks)
‹#›
‹#›
Source: Wikipedia (from the Lunar and Planetary Institute: http://www.lpi.usra.edu)
‹#›
The Moiré effect
‹#›
‹#›
Gridlines spaced and muted
‹#›
‹#›
The Hermann effect
(the scintillating grid)
‹#›
Unit Chart
(notice Hermann effect)
‹#›
‹#›
22
Brain Rules
Perception
Preattentive Processing
Gestalt Laws
Key Takeaways
Preattentive Processing
For many years vision researchers have been investigating how the human visual system analyses images. An important initial result was the discovery of a limited set of visual properties that are detected very rapidly and accurately by the low-level visual system. These properties were initially called preattentive, since their detection seemed to precede focused attention. We now know that attention plays a critical role in what we see, even at this early stage of vision. The term preattentive continues to be used, however, since it conveys an intuitive notion of the speed and ease with which these properties are identified.
Typically, tasks that can be performed on large multi-element displays in less than 200 to 250 milliseconds (msec) are considered preattentive. Eye movements take at least 200 msec to initiate, and random locations of the elements in the display ensure that attention cannot be prefocused on any particular location, yet viewers report that these tasks can be completed with very little effort. This suggests that certain information in the display is processed in parallel by the low-level visual system.
Source: https://www.csc2.ncsu.edu/faculty/healey/PP/
‹#›
23
How many times does the digit 7 appear?
‹#›
‹#›
‹#›
‹#›
‹#›
‹#›
‹#›
‹#›
# of times digit 7 appears: 17
‹#›
# of times digit 7 appears: 17
‹#›
Label problems
Color problems
Hard to make visual comparisons
Do we get the same Information?
‹#›
Spot the odd one out!
Source: https://www.csc2.ncsu.edu/faculty/healey/PP/
‹#›
35
Spot the odd one out!
Source: https://www.csc2.ncsu.edu/faculty/healey/PP/
‹#›
36
Spot the odd one out!
Source: https://www.csc2.ncsu.edu/faculty/healey/PP/
‹#›
37
Spot the odd one out!
Source: https://www.csc2.ncsu.edu/faculty/healey/PP/
‹#›
38
Spot the odd one out!
Source: https://www.csc2.ncsu.edu/faculty/healey/PP/
‹#›
39
Spot the odd one out!
Source: https://www.csc2.ncsu.edu/faculty/healey/PP/
‹#›
40
‹#›
41
Brain Rules
Perception
Preattentive Processing
Gestalt Laws
Key Takeaways
Gestalt Laws
Source: https://excelcharts.com/data-visualization-excel-users/gestalt-laws/
‹#›
42
Gestalt Laws
Source: https://excelcharts.com/data-visualization-excel-users/gestalt-laws/
similarity: things that look like each other (size, color, shape) are related
proximity: things that are visually close to each other are related
connection: things that are visually connected are related
continuity: we complete hidden objects into simple, familiar shapes
closure: we see incomplete shapes
common fate: elements with the same moving direction are perceived as a unit
‹#›
43
Gestalt Law of Proximity
Source: https://excelcharts.com/data-visualization-excel-users/gestalt-laws/
‹#›
44
‹#›
‹#›
‹#›
‹#›
‹#›
Gestalt Law of Similarity
Source: https://excelcharts.com/data-visualization-excel-users/gestalt-laws/
‹#›
51
Gestalt Law of Continuity
Source: https://excelcharts.com/data-visualization-excel-users/gestalt-laws/
‹#›
52
Gestalt Law of Continuity
Source: https://excelcharts.com/data-visualization-excel-users/gestalt-laws/
‹#›
53
Gestalt Law of Connectedness
Source: https://excelcharts.com/data-visualization-excel-users/gestalt-laws/
‹#›
54
Gestalt Law of Closure
Source: https://excelcharts.com/data-visualization-excel-users/gestalt-laws/
‹#›
55
T
E
C
T
What letter is this?
Adapted from Lera Boroditsky as seen on Brain Games
‹#›
Gestalt Law of Common Fate
Source: https://excelcharts.com/data-visualization-excel-users/gestalt-laws/
‹#›
57
‹#›
58
Brain Rules
Perception
Preattentive Processing
Gestalt Laws
Key Takeaways
Key takeaways:
The understanding and interpretation of data is an activity of human cognition
Asking questions, discovering patterns, drawing meaning from the data
Creative, visually-driven process; also requires empirical and mathematical skills
Requires subject matter knowledge
Built-in rules (or at least, guidelines) affect the way we process information
‹#›
59
Key takeaways:
We can use preattentive characteristics and gestalt laws to reduce cognitive load
Humans like to group objects based on color, shape, direction, proximity, closure/enclosure;
Humans like simple, close, smooth, symmetrical, easy-to-process shapes;
If we are aware of these laws we can take advantage of them to design better charts or dashboards.
We must also be aware their negative impact: we shouldn’t force the reader to see groups that aren’t really there; a simple shape is not necessarily the right shape.
‹#›
60