1. Data to Visualize
1.1. Measurement
1.1.1. Categorical
1.1.1.1. nominal
1.1.1.1.1. polytomous
1.1.1.1.2. dichotomous
1.1.1.2. ordinal
1.1.1.2.1. polytomous
1.1.1.2.2. dichotomous
1.1.2. Numeric
1.1.2.1. Interval
1.1.2.1.1. possible representation
1.1.2.2. Ratio
1.1.2.2.1. possible representation
1.2. Summarized
1.2.1. Mean
1.2.1.1. Interval
1.2.1.2. Ratio
1.2.2. Median
1.2.2.1. Ordinal
1.2.2.2. Interval
1.2.2.3. Ratio
1.2.3. Min-Max
1.2.3.1. Ordinal
1.2.3.2. Date
1.2.3.3. Interval
1.2.3.4. Ratio
1.2.4. Count
1.2.4.1. any measurement level
1.2.5. Sum
1.2.5.1. Ratio
1.3. Structures
1.3.1. Table
1.3.1.1. the DataFrame
1.3.1.1.1. Raw data
1.3.1.1.2. Frequency Tables
1.3.1.1.3. Contingency Tables
1.3.1.2. Insight from
1.3.1.2.1. Univariate Behavior
1.3.1.2.2. Association
1.3.1.2.3. Complex Association
1.3.2. Map
1.3.2.1. spatial layers
1.3.2.2. Insight from
1.3.2.2.1. Distance
1.3.2.2.2. Location
1.3.2.2.3. Direction
1.3.2.2.4. neighborhood
1.3.3. Graph
1.3.3.1. networks
1.3.3.2. Insight from
1.3.3.2.1. Position of influence
1.3.3.2.2. Reachability
1.3.3.2.3. Communities
1.3.4. Text
1.3.4.1. Text Analytics
1.3.4.2. Insight from
1.3.4.2.1. Similarity
1.3.4.2.2. Salience
1.3.4.2.3. Meaning
2. From insight to encoding
2.1. Table
2.1.1. Univariate Behavior
2.1.1.1. numerical
2.1.1.1.1. Length
2.1.1.1.2. radius/area
2.1.1.1.3. Angles
2.1.1.2. categorical
2.1.1.2.1. Nominal
2.1.1.2.2. ordinal
2.1.2. Association
2.1.2.1. cat-cat
2.1.2.1.1. comparisson
2.1.2.2. num-cat
2.1.2.2.1. difference
2.1.2.3. num-num
2.1.2.3.1. position
2.1.2.3.2. Trend
2.1.3. Complex Association
2.1.3.1. recommended option for THREE or more variables
2.1.3.1.1. dimensionality reduction
2.1.3.1.2. small multiples
2.1.3.2. when THREE variables involved
2.1.3.2.1. position
2.1.3.2.2. trend
2.1.3.2.3. small multiples may be better choice for other representations
2.2. Map
2.2.1. Distance
2.2.1.1. Length
2.2.2. Location
2.2.2.1. a spatial location
2.2.2.1.1. by extension
2.2.3. Direction
2.2.3.1. auxiliary chanels
2.2.3.1.1. thickness
2.2.3.1.2. transparency
2.2.4. neighborhood
2.2.4.1. whoi is my neighbor?
2.3. Graph
2.3.1. Position of influence
2.3.1.1. size/color hue
2.3.2. Reachability
2.3.2.1. lines (arrows) + position (layout)
2.3.3. Communities
2.3.3.1. color + position (layout)
2.4. Text
2.4.1. Similarity
2.4.1.1. projected on 2D space
2.4.2. Salience
2.4.2.1. frequency and size/color
2.4.3. Meaning
2.4.3.1. line (score) + time
3. **Biases** and **Fair** intentions
3.1. get the best tools
3.1.1. **but still make far from good viz**
3.1.1.1. badColoring
3.1.1.2. badProportion
3.1.1.3. ... do not be **acritical** of software defaults and flexibility
3.1.1.3.1. "**SIC**": Software-Induced Complacency
3.2. fight complexity with a complex visual
3.2.1. when simple is beautiful, especially with humans
3.2.1.1. The less ink/alterations/variety the better
3.2.1.1.1. people will add information on their own
3.2.1.2. people know what correlation is...
3.2.1.2.1. but they always see causality
3.3. support decision-making
3.3.1. but you can rarely do your best job, as external forces compromise your goals
3.3.1.1. institutional inercy
3.3.1.2. limited knowledge
3.3.1.3. political pressure
3.3.1.4. financial reasons
3.4. Look for comprehensive data
3.4.1. without evaluating its uncompleteness
3.4.1.1. **you can have...**
3.4.1.1.1. all cases (rows) but incomplete data (columns)
3.4.1.1.2. all data (columns) but incomplete cases (rows)
3.4.1.1.3. complete data of ...
3.4.1.1.4. massive data
3.5. Use coloring tools professionally
3.5.1. Color is not neutral decoration
3.5.1.1. cultural load
3.5.1.1.1. white for **peace?** **purity?** or **mourning?**
3.5.1.2. biologically constrained
3.5.1.2.1. Red-Green Color Blindness
3.5.1.2.2. Blue-Yellow Color Blindness
3.5.1.2.3. Complete Color Blindness
3.6. Reach the whole audience
3.6.1. BUT, there is no universal audience.
3.6.1.1. they differ in...
3.6.1.1.1. expertise (technical / non-technical)
3.6.1.1.2. context (policy, academia, media)
3.6.1.1.3. cognitive load (time, stress, incentives)
3.6.1.2. arenas reshape interpretation
3.6.1.2.1. they differ in...
3.6.1.2.2. expectations