The MOST POWERFUL element of data visualizations!
Data Visualizations are a crucial element of any data science project and the best part of making a data visualization is that communicating insights is easier, faster, and more comprehensible. The human mind captures data in the form of numbers and texts slower compared to visuals like graphs and diagrams.
Understanding data is more straightforward with data visualizations and understanding how you can make a better data visualization is the key to success in communicating data insights properly.
One of the, if not THE MOST POWERFUL of the elements, is a simple part of the visual.
Color.
Yes. Color, according to me, is by far, on top of the most essential elements of data visualization.
Let us understand how color is important to a data visualization and how to choose better and more effective colors in a data visualization!
P.S. A super big thanks to Cole Nussbaumer for the book “Storytelling with Data”, most of the content in this article is from my understanding of the book and it’s one of the most informative books for making effective data visualizations! Do give it a read if you can, find more about it here:
Let us go over different pointers of how color can be used in a data visualization effectively. (Any other uses that I missed out on and you think are relevant to be called out, do add a comment!)
Let us go over some examples to understand how colors and their marvels can be harnessed by us for better Data Vizzing!
Watch Me ft. Colors
Color can be used as a strategic tool to highlight the most important parts of the visual. Any data visualization can clearly emphasize this importance by working on portraying a particular element with a different or contrasting color.
Check out this example:
When color is used to emphasize one part of this graph with multiple bars, ignoring the context, in this case, look at this modified version of the bar graph and see if it directs your attention towards the emphasized part effectively.
Use Colors like sugar in your coffee
Another thing to note when using color is to use it sparingly and not use colors everywhere just because the visual looks bland or not too colorful. When used sparingly colors communicate more information than compared to when we cramp up too many colors in a data viz.
Consider this heatmap:
You can clearly notice just by the difference in the colors used in the heatmaps, how the second visual is more subtle and easier to understand with lighter borders and points out the top ranking drug users (example) in the heatmap. The first heatmap is too difficult to comprehend thanks to the multitude of colors in play which are not easy to differentiate either.
Colors for the Colorblind
More often than not we forget to consider the fact that our viewers (if we cater to a large enough audience) will have viewers who can be color blind and in some cases, would not understand the insights we’re trying to communicate with them completely.
A very minute consideration for color blind individuals will ensure that with a little mending in your visual, you take into count all your viewers equally and cater to them with a visual that can be understood irrespective of any medical conditions they have.
Check out this website and upload images to see how a visual can be viewed by individuals with varying color deficiencies.
Colors as a tone
Some very obvious trends we see in colors are related to the tone they set in the perceptions of the viewer. Generally, this can be observed in examples like the stock market where Red for a fall and green for a rise in the prices is evident everywhere.
The tone also can be set as blue for positive emotion, red for intensity, etc. While these seem like a very small change, they play a role in the subconscious of the viewer and can make changes to the way information is perceived therefore, it is essential for you to consider “What tone do you wish to set with this visualization?”
MY COLORS!
Think Red and White: Coca Cola
Think a Blue Bird: Twitter
Think an Acid green color: Mountain Dew
Think Red and Black: Netflix
Colors in companies are also very specific and brand images are built around the different colors used in a company’s logo or interface. The aforementioned examples are only for you to understand how we can connect different color combinations to these brands and products.
Similarly, if you are focused on making a visual about a company or if you are working for a particular brand, certainly try including some related brand colors if you can!
Drop any more ideas that you think are relevant to Color in a data viz or if you think Colors help a data viz in any other way in the comments below!
Also check out my previous articles here, if they interest you!
For more such articles, stay tuned with us as we chart out paths on understanding data and coding and demystify other concepts related to Data Science. Please leave a review down in the comments.
Check out my other articles at:
Do connect with me on LinkedIn at — Yash Gupta — if you want to discuss it further! Leave a clap and comment below to support the blog! Follow for more.
