1
Applied Data Visualization Assignment
Breana Picchiottino
School of Business, Liberty University Online
BUS 205: Introduction to Business Research
Doctor Dustin Williams
May 9th, 2025
Abstract
This study will evaluate the use of data visualization by a large corporation specifically going into
detail about the type of data presented and the methods of data visualization that are used.
Continuously, recommendations will be provided for potential enhancements to the currently
employed visualization methods with rationale for each recommendation being detailed. To
conclude, Scripture will be utilized to provide a biblical perspective to the concept of ethics in
data visualization handling.
2
Applied Data Visualization Assignment
Data is observable in every aspect of life. Although its presentation may fluctuate in
format, data is a foundational element to the functioning of society. Studying the data that is
utilized by millions of individuals in different professions is imperative to achieve continuous
progression in these fields. The process of data visualization is utilized by millions of companies
to enhance this study and interpretation of their data metrics and appropriately communicate
essential information to others. This study will analyze the use of data visualization methods by
a large corporation, provide recommendations for potential modifications, and include a biblical
perspective on the ethical handling of data in visualizations.
Display of Data
Spotify is the selected corporation for this analysis. The data communicated to its
consumers is accomplished through their annual Spotify Wrapped which presents users with a
summary of the music and artists that they most connected with throughout the year (Spotify,
2024). The goal of Spotify Wrapped is to prioritize and highlight the way that each individual
chose to listen to music that year. Both quantitative data which are numerical values as well as
qualitative data which are word-related values (Schoonenboom, 2023) are pulled to comprise
the review (Spotify, 2024). The wrap collects data from each user's profile including metrics
such as their top songs, top artists, most streamed song, and total minutes listened.
Continuously, the “Year-in-Review” will provide an analysis of how one’s music taste shifted
over the course of the year (Anand, 2024). Spotify takes this conglomeration of data and
transforms it into a personal story through the art of data visualization.
3
Utilization of Data Visualization
To display and transform the selected data, Spotify utilizes animation and color to craft
charts and graphs that beautifully present the data to its users (Anand, 2024). These
constructed charts and graphs are painted with bold colors that catch the viewer's eye
(LinkedIn, 2025). Typography, the art of arranging type, is utilized in dynamic ways and
incorporated alongside other elements that pop out at the consumer. The animation that is
used personalizes the wrap and ensures that users keep coming back to rewatch their review
countless times. This personalization is not only towards the consumer as the wrap itself is
given a personality sometimes coming across as playful, celebratory, sarcastic, or humorous.
Spotify Wrapped is not just a mild presentation of statistics through boring graphs and charts
but rather a detail-oriented presentation that is memorable and all about the streamer.
Recommendations for Improvement
Certainly, Spotify has worked vigorously to perfect one of its most popular and
successful marketing strategies. However, upon further exploration of their methods, there
stands two potential modifications that could further enhance Spotify Wrapped for the millions
of customers that look forward to it year after year. Although Spotify already harnesses the use
of color well in its construction of charts and graphs they fail to take into account their users
who may struggle with color or vision impairment. Color blindness, caused by one of the eyes
retina’s being insensitive to a wavelength of light, is the reduced ability to perceive some colors
(Camm et.al, 2024). Color blindness in its most common form which is red-green color blindness
affects 8% of men and .5% of women globally. Other less common forms of color blindness
include blue-yellow and complete color blindness where only shades of gray are visible.
Furthermore, total vision impairment where an individual may be blind or struggling with low
4
vision is not accounted for by the reliance on visuals to display key data metrics. Although
recent technological advancements have assisted such individuals through text to speech
softwares which can even help interpret images, charts that contain critical information are
often difficult to be interpreted with such technology (Shahira & Lijiya, 2021). One
recommendation to Spotify to aid such users in still enjoying the artfully crafted visualizations of
their wrap is to include alternative text. When discussing graphs that are rich in information and
visualizations, alternative text is a crucial form of communication to those who struggle with
visual impairment (Jung et.al, 2022). Employing text in data visualization is common to create
labels, fill in table values, and alert the audience to important aspects of the data (Cam et.al,
2024). Spotify should invest slightly more in another frequently used element of data
visualization to ensure that it is delivering the same experience to all of its users. One way to
achieve this would be to prioritize the correct use of fonts which have the sole purpose of
describing data (Jiang, 2022). If the correct font is chosen, it will ensure readability as well as
personalize and enhance the creative aspects of the brand. Continuously, Spotify should work to
diversify their color palette away from reliance on green as red-green color blindness is the
most common (Cam et.al, 2024).
The second recommendation to Spotify is in regard to the interactiveness of their
review. Even though the wrap provides detailed information to each streamer it does not
provide them the opportunity to interact with the findings or engage with them to be provided
with more information for each presented metric. Providing a more interactive database could
enable the users to gain even more details from the presentation as multiple levels of detail
would be created (Piazentin et.al, 2021). Additionally, the chart would be able to change to be
even more personalized and better fit the user’s interests. Interactive visualizations allow the
5
data to become exploratory in nature and allow the user to manipulate the data to their liking
to receive enhanced insights.
Rationale for Recommendations
Spotify would be best served to implement the previous recommendations because it
would increase accessibility and engagement through their Spotify Wrapped. To the first
advantage, increasing the accessibility of their visualizations to expand to those with visual
impairment would ensure that the uniqueness of their designs and animations are not lost on
those not able to engage with them the same way. By including alternative text, those who are
visually impaired are able to actively construct images in their mind while listening to the text
similar to how sighted individuals would view the visuals (Jung, 2022). Taking the time to modify
their presentation and invest in a more detailed approach to the use of alternative text and
fonts rather than a sole focus on charts and graphs would create more accommodations for
disabled Spotify users and increase the accessibility of the companies review so that more are
able to enjoy the personalized experience. Secondly, designing a more interactive system would
increase engagement. A recent study examined the use of websites with high interactivity in
comparison to pre-recorded videos with low interactivity and found that the more interactive
the presentation was the more engaged the viewers were (Cervenec et.al, 2022). Learning
perception also increased among those who were given more interaction with the material.
Applying the findings of this study to the analysis of Spotify Wrapped, implementing a more
interactive database that allows the users to click in to their results and obtain more detailed
information that would increase the level of engagement that Spotify could potentially
generate.
6
Ethical Considerations
Having examined the use of data visualization is it imperative that the manner in which
visualizations are utilized be addressed through the lens of a biblical worldview. Specifically,
ethicality must be taken into consideration when creating visuals that support the presentation
of data metrics. The largest concern regarding ethics and data visualization is regarding the
truthful presentation of results through the chosen visuals. When examining Scripture, it is clear
that integrity in one's work is to be highly valued. Deception should play no role in the visual
presentation of data. Turning to Proverbs 12:19 individuals are warned that lies and deception
only last for a moment while truthful lips endure forever (The New King James Bible, 1982, Prov.
12:19). Perhaps the idea of deception in visualization seems easy and appealing as one need
only slightly enhance the visuals to benefit their overall data presentation. However, this word
of wisdom from the book of Proverbs cautions against the use of sinful practices to get ahead as
such gain will only be temporary. Rather, an individual should always remain truthful in their
presentation of data as this will lead to more lasting success. Not only will an individual find
more permanent blessings pursuing integrity, but they will also find favor from the Lord.
Continuing on in the same chapter of Proverbs verse 22 notes that, “The Lord detests lying lips,
but he delights in people who are trustworthy” (The New King James Bible, 1982, Prov. 12:22).
Even if there seems to be a slight benefit to deceiving one's audience with more enticing visuals
that alter the true results of the data, the greater benefit will always be following God’s plan
and pursuing favor from Him rather than the world. Proverbs 19:1 notes that it is better to be
poor yet walking in integrity rather than an individual who is known to be crooked in their
speech (The New King James Bible, 1982, Prov. 19:1). Ethicality in data visualization is shown
through prioritizing integrity in the manner that data is displayed and steering away from any
7
possible uses of deception that could potentially impact the audience away from the actual
results. By pursuing a use of data visualization that is free of deception and based in integrity
one will be utilizing data visualization in a manner that is pleasing to the Lord.
Conclusion
Data visualization is one pivotal method of conveying the results of data to those who
rely on those results to continue innovating and progressing. Spotify employs visualization
methods in such insightful ways that millions of users look forward with anticipation to their
annual Spotify Wrapped. However, due to the innovative nature of data visualizations there will
always exist continuous areas of improvement that were expounded upon in great detail for the
enhancement of Spotify Wrapped. Lastly, the incorporation of Scripture based ethics is
indispensable to the implementation of data visualization as one works to please God and not
man.
8
References
Anand, N. (2024, September 21). How Spotify, Tesla, and Amazon Use Data Visualization to
Drive Success: Lessons for Every Business. Medium.
https://medium.com/@nitinanand_2628/how-spotify-tesla-and-amazon-use-
datavisualization-to-drive-success-lessons-for-every-business-5d7f93127d4b
Camm, J. D., Cochran, J. J., Fry, M. J., & Ohlmann, J. W. (2024). Business analytics.
Cervenec, J., Fox, J., Peggau, K., Wilson, A. B., Li, B., Hu, D., Chang, R., Wong, J., & Bossley, C.
(2022). Interactive data visualizations of earth's atmosphere: Effects on student
engagement and perceived learning. Journal of Geoscience Education, 70(4),
517-529. https://doi.org/10.1080/10899995.2022.2038963
Jiang, L. (2022). Visual design elements based on digital visualization. Soft Computing : A Fusion
of Foundations, Methodologies and Applications., 26(16), 7855–7863.
https://doi.org/10.1007/s00500-022-06811-8
Jung, C., Mehta, S., Kulkarni, A., Zhao, Y., & Kim, Y. (2022). Communicating visualizations
without visuals: Investigation of visualization alternative text for people with
visual impairments. IEEE Transactions on Visualization and Computer Graphics,
28(1), 1095-1105. https://doi.org/10.1109/TVCG.2021.3114846
LinkedIn. (2025). Linkedin.com. https://www.linkedin.com/pulse/how-spotify-wrapped-nails-
data-storytelling-without-single-merite-cklvc/
Piazentin Ono, J., Freire, J., Silva, C. T., Comba, J., & Gaither, K. (2021). Interactive data
visualization in jupyter notebooks. Computing in Science & Engineering, 23(2),
9
99-106. https://doi.org/10.1109/MCSE.2021.3052619
Schoonenboom, J. (2023). The Fundamental Difference Between Qualitative and Quantitative
Data in Mixed Methods Research. [Der grundlegende Unterschied zwischen
qualitativen und quantitativen Daten in der Mixed-Methods-Forschung] Forum :
Qualitative Social Research, 24(1)https://doi.org/10.17169/fqs-24.1.3986
Shahira, K. C., & Lijiya, A. (2021). Towards assisting the visually impaired: A review on
techniques for decoding the visual data from chart images. IEEE Access, 9,
52926-52943. https://doi.org/10.1109/ACCESS.2021.3069205
Spotify. (2024, December 4). The Art and Science Behind Spotify Wrapped. Spotify.
https://newsroom.spotify.com/2024-12-04/the-art-and-science-behind-
spotifywrapped/
The New King James Bible. (1982). Thomas Nelson.
