Jose Berengueres
DATA
@jj_Berens
VIZ

1. Why this book?
# of figures
#tips
10
20
10 20
5
40
62
55
STORYTELLING
WITH DATA
TUFTE
BIG BOOK OF DASHBOARDS
EFFECTIVE DATAVIZ
WHERE
WE WANT
TO BE

2. How to “Storytelling” with Data?
NEW DATA
ST RYO
A
OLD
DATA
RECALL
A principle of good storytelling is to connect new the data to existing
knowledge to which the audience is familiar with, so they know when to
apply the new knowledge given to them. In other words good story
telling gives you knwoledge, and it tells you which drawer in your mental
framework it should be stored.

3. What is information design?
Information design is the practice of presenting information in a way that fosters efficient
and effective understanding of it. The term has come to be used specifically for graphic
design for displaying information effectively, rather than just attractively or for artistic
expression. Information design is closely related to the field of data visualization and is
often taught as part of graphic design courses.[1] Tufte's writing is important in such fields
as information design and visual literacy, which deal with the visual communication of
information. He coined the word chartjunk to refer to useless, non-informative, or
information-obscuring elements of quantitative information displays. Tufte's other key
concepts include what he calls the lie factor, the data-ink ratio, and the data density of a
graphic.[10]
He uses the term "data-ink ratio" to argue against using excessive decoration in visual
displays of quantitative information.[11] In Visual Display, Tufte explains, "Sometimes
decoration can help editorialize about the substance of the graphic. But it is wrong to
distort the data measures—the ink locating values of numbers—in order to make an
editorial comment or fit a decorative scheme."[12] Tufte encourages the use of data-
rich illustrations that present all available data. When such illustrations are examined
closely, every data point has a value, but when they are looked at more generally, only
trends and patterns can be observed. Tufte suggests these macro/micro readings be
presented in the space of an eye-span, in the high resolution format of the printed page,
and at the unhurried pace of the viewer's leisure. Source: Wiki
https://www.youtube.com/watch?v=AdSZJzb-aX8

Woman
Man
Woman 23
man 67
respondents
4. Why use charts?

Woman
Man
Woman 23
man 67
respondents
because life is short!
4. Why use charts?

Woman
Man
LEGEND
5. What is a Legend?

Woman
Man
Man
Woman
1
2 3
6. How to use legends?
Woman
Man

Woman
Man
7. How to use legends?
✓
❌
Woman
Man

Woman
Man
8. How to use personas?

Woman
Man
8. How to use personas?

9. How to caption?
Woman
Caption A: Respondents of the survey
Caption B: 1 in 5 respondents is a Woman

10. How to caption?
THE
GIST
DON’T MAKE ME GUESS
HAS A VERB
Woman
Caption A: Respondents of the survey
Caption B: 1 in 5 respondents is a Woman☑︎
☒

12. How to visualize proportions
0%
20%
40%
60%
80%
Woman
Woman

12. How to visualize proportions
0%
20%
40%
60%
80%
Woman
Woman
☒ ☑︎

0%
20%
40%
60%
80%
0%
80%
13. How style axes ?

0%
20%
40%
60%
80%
0%
80%
13. How style axes ?
☒ ☑︎

14. Where to place the caption?
1 in 5 respondents is a Woman0%
20%
40%
60%
80%
1 in 5 respondents is a Woman
Woman
0%
20%
40%
60%
80%
Woman

14. Where to place the caption?
1 in 5 respondents is a Woman0%
20%
40%
60%
80%
1 in 5 respondents is a Woman
Woman
0%
20%
40%
60%
80%
Woman
☒ ☑︎

15. How to express hard to achieve goals
0%
80%
50% GOAL: Gender Equality
To make a goal appear hard to reach, use
gravity and vertical space
man
woman

16. How to make a goal reachable
0% 80%
SAME GOAL
To make a goal appear easier to reach, use horizontal space

17. How to set a soft goal
to make a soft goal,
add shades to mark a soft landing area
0% 80%
Equality

0% 80%
0% 80%
18. How to use the golden ratio
1:1
1:1.6

0% 80%
19. How to chart like Garth Reynolds
Woman
20%
man

1 in 5 respondents is a woman
20. How to chart like a superhero

1 in 5 respondents is a woman
21. How to use accent colors

22. How to dramatize
1 in 5 respondents is a woman

23 How to chart for perspective?

24 How to summarize 197 Countries?
Country
growth
2017-2018
2017
US 90 817
India 600 503
China 300 265
Germany 150 340

0%
contribution of new data scientists in 2018
100%
BRICS growing faster than US, Europe
EU6
REST
BRICS 42%
26%
20%
11%US

25 How to emphasize profit evolution
Income
costs
2017 2018 2019
?
costs
Income
Airbnb income Barcelona

Income
costs
2017 2018 2019
costs
Income
Airbnb income Barcelona

Income
2017 2018 2019
costs
Airbnb income Barcelona

Income
2017 2018 2019
Costs
(projection)
Airbnb income of a property
2017
highlights
______________
_____________
______________
____________
2018
highlights
Flooding repairs
increased costs

27 Charts used for takeovers
% of processed meat in product mix
(frozen packs…)
Profit
margin
7%
11%
0% 50%
Competition
Source: The Accidental Banker

27 Charts used for takeovers
% of processed meat in product mix
(frozen packs…)
Profit
margin
7%
11%
grey 70%
because it is
too large a-dot
0% 50%
Competition
Source: The Accidental Banker

27 Charts used for takeovers
% of processed meat in product mix
(frozen packs…)
Profit
margin
7%
11%
grey 70%
because it is
too large a-dot
0% 50%
meat
packer 1
our
client
Competition
Source: The Accidental Banker

% of processed meat in product mix
(frozen packs…)
Profit
margin
7%
11%
meat
packer 1
client
Competition
Once the right chart is shown,
strategy should be obvious
0% 50%

% of processed meat in product mix
(frozen packs…)
Profit
margin
7%
11%
meat
packer 1
client
Competition
Once the right chart is shown,
strategy should be obvious
0% 50%
where we are

% of processed meat in product mix
(frozen packs…)
Profit
margin
7%
11%
meat
packer 1
client
Competition
Once the right chart is shown,
strategy should be obvious
0% 50%
where we
want to be

% of processed meat in product mix
(frozen packs…)
Profit
margin
7%
11%
meat
packer 1
client
Competition
Once the right chart is shown,
strategy should be obvious
0% 50%
M&A target

% of processed meat in product mix
(frozen packs…)
Profit
margin
7%
11%
meat
packer 1
client
Competition
Once the right chart is shown,
strategy should be obvious
0% 50%
M&A target

About the author
Jose Berengueres received a Masters
in Electrical Engineering in
Barcelona and a PhD in bio-inspired
robots from Tokyo Institute of
Technology. He has taught Design
Thinking and Business Models
Innovation in Dubai, California,
Germany and Mexico. He is currently
an assistant professor at UAE
University where he developed The
Brown Book of Design Thinking.