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InformationDashboardDesign
ByStephenFew
Publisher:O'Reilly
PubDate:January2006
ISBN:0‐596‐10016‐7
Pages:223
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Copyright
Copyright©2006StephenFewAllrights reserved.
PrintedinItaly.
PublishedbyO'ReillyMedia,Inc.1005GravensteinHighwayNorthSebastopol,CA95472
O'Reillybooksmaybepurchasedforeducational, business,orsalespromotionaluse.Onlineeditionsare
alsoavailableformosttitles(safari.oreilly.com).Formoreinformation,contactourcorporate/institutional
sales
department:800‐998‐9938orcorporate@oreilly.com.
Editor ColleenWheeler
ProductionEditor Genevieved'Entremont
ArtDirector MikeKohnke
CoverDesigner StephenFew
InteriorDesigners MikeKohnke,TerriDriscoll
ProductionServices SpecializedComposition,Inc.
PrintHistory
January2006: FirstEdition.
TheO'ReillylogoisaregisteredtrademarkofO'ReillyMedia,Inc.InformationDashboardDesignand
relatedtradedressaretrademarksofO'ReillyMedia,Inc.
Manyofthedesignationsusedbymanufacturersandsellerstodistinguishtheirproductsareclaimedas
trademarks.Wherethosedesignationsappearinthisbook,andO'Reilly
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Whileeveryprecautionhasbeentakeninthepreparationofthisbook,thepublisherandauthorassumeno
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contained
herein.
0‐596‐10016‐7
www.it-ebooks.info
Tomyparents,BobandJoyceFew,whoseprideinmyjourneyhoweverstrangethatjourneymusthave
sometimesseemedinstilleddeepdownintomybonestheresolvetokeepplacing onefootinfrontofthe
other.
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AbouttheAuthor
StephenFewhasover20yearsofexperienceasanITinnovator,consultant,andeducator.Today,as
PrincipaloftheconsultancyPerceptualEdge,Stephenfocusesondatavisualizationforanalyzingand
communicatingquantitativebusinessinformation.Heisworkingtoraiseconsciousnessandtoprovidea
treatmentplanthataddressestheneeds
ofbusinessinthelanguageofbusiness.Hispreviousbook,Show
MetheNumbers:DesigningTablesandGraphstoEnlighten,isapowerfulfitnessprogramdesignedto
targetthedatapresentationaspectsofthisproblem.
Today,fromhisofficeinBerkeley,California,Stephenprovidesconsultingandtrainingservices,speaks
frequently
atconferences,andteachesintheMBAprogramattheUniversityofCaliforniainBerkeley.
Moreabouthiscurrentworkcanbefoundatwww.perceptualedge.com
.
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Introduction
Fewphenomenacharacterizeourtimemoreuniquelyandpowerfully thantherapidriseandinfluenceof
informationtechnologies.Thesetechnologieshaveunleashedatsunamiofdatathatrollsoverandflattens
usinitswake.Tamingthisbeasthasbecomeaprimarygoaloftheinformationindustry.Onetoolthathas
emergedfromthiseffortinrecentyearsistheinformationdashboard.Thissingle‐screendisplayofthe
mostimportantinformationpeopleneedtodoajob,presentedinawaythatallowsthemtomonitor
what'sgoingoninaninstant,isapowerfulnewmediumofcommunication.Atleast
itcanbe,butonly
whenproperlydesigned.
Mostinformationdashboardsthatareusedinbusinesstodayfallfarshortoftheirpotential. Therootof
theproblemisnottechnologyatleastnotprimarilybutpoorvisualdesign.Toservetheirpurposeandfulfill
theirpotential,dashboardsmustdisplayadensearray
ofinformationinasmallamountofspaceina
mannerthatcommunicatesclearlyandimmediately.Thisrequiresdesignthattapsintoandleveragesthe
powerofvisualperceptiontosenseandprocesslargechunksofinformationrapidly.Thiscanbeachieved
onlywhenthevisualdesignofdashboardsis
centraltothedeve lopmentprocessandisinformedbyasolid
understandingofvisualperceptionwhatworks,whatdoesn't,andwhy.
Notechnologycandothisforyou.Youmustbringthisexpertisetotheprocess .Takeheartthevisualdesign
skillsthatyouneedtodevelopeffectivedashboardscanbelearned,and
helpingyoulearnthemisthesole
purposeofthisbook.
Iftheinformationisimportant,itdeservestobecommunicatedwell.
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Acknowledgments
WithoutadoubtIowethegreatestdebtofgratitudetothemanysoftwarevendorswhohavedoneso
muchtomakethisbooknecessarybyfailingtoaddressorevencontemplatethevisualdesignneedsof
dashboards.Theirkinddisregardforvisualdesignhasgivenmefocus,ignitedmypassion,
andguaranteed
mylivelihoodforyearstocome.
Now,ontothosewhohavecontributedmoredirectlyandpersonallytothiseffort.Asaman,Iwillneverbe
abletocreate,shelter,andnourishanemerginglifewithinthisbo dyofmine.Inrecentyears,however,I
haverecognized
andpursuedtheopportunity tobreathelifeintotheproductsofmyimaginationandpass
themontotheworldintheformofbooks.Writingabookisabitlikebearingachild.Workingwitha
publishertohelpthechildlearntowalkbeforeventuringintotheworld
isalessonintrust.Thefolksat
O'ReillyMediahavetaughtmetoentrusttothembeginningwithunspeakableangst,butproceeding
throughunfalteringstepstowardever‐increasingcomfortthecollegialcareofthisbelovedchild.Manyat
O'Reillyhavecontributedsomuch,buttwoinparticularhavestoodbymy
sidefromthebeginningwith
soothingvoicesofconfidenceandcalm.Myeditor,ColleenWheeler,knewwhentolisteninsilence,when
toteasemeoutofmyopia,andwhentogentlyremindmethatIwasinherconsiderateandconsiderable
care.Myacquisitionseditor,SteveWeiss,soughtmeout
andwooedmethroughmonthsofthoughtful
discussionintotheO'Reillyfold.Hegaveassurancesandhasmadesurethattheywerefulfilled.
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Sommario
Copyright 3
AbouttheAuthor 5
Introduction 6
Acknowledgments 7
Chapter1.ClarifyingtheVision 11
1.1.AllThatGlittersIsNotGold 12
1.2.EvenDashboardsHaveaHistory 14
1.3.DispellingtheConfusion 15
1.3.1.WhatIsaDashboard?
26
1.4.ATimelyOpportunity 28
Chapter2.VariationsinDashboardUsesandData 29
2.1.CategorizingDashboards 30
2.1.1.ClassifyingDashboardsbyRole 31
2.2.TypicalDashboardData 33
2.2.1.TheCommonThreadinDashboardDiversity 33
Chapter3.ThirteenCommonMistakesinDashboard
Design 38
3.1.ExceedingtheBoundariesofaSingleScreen 39
3.1.1.FragmentingDataintoSeparateScreens 40
3.1.2.RequiringScrolling 42
3.2.SupplyingInadequateContextfortheData 43
3.3.DisplayingExcessiveDetailorPrecision 45
3.4.ChoosingaDeficientMeasure 46
3.5.ChoosingInappropriateDisplayMedia 47
3.6.IntroducingMeaningles sVariety 51
3.7.UsingPoorlyDesignedDisplayMedia 52
3.8.EncodingQuantitativeDataInaccurately 56
3.9.ArrangingtheDataPoorly 56
3.10.HighlightingImportantDataIneffectivelyorNotatAll 57
3.11.ClutteringtheDisplaywith
UselessDecoration 58
3.12.MisusingorOverusingColor 61
3.13.DesigninganUnattractiveVisualDisplay 62
Chapter4.TappingintothePowerofVisualPerception 64
4.1.UnderstandingtheLimitsofShort‐TermMemory 65
4.2.VisuallyEncodingDataforRapidPerception 67
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4.2.1.AttributesofColor 69
4.2.2.AttributesofForm 70
4.2.3.AttributesofPosition 71
4.2.4.AttributesofMotion 71
4.2.5.EncodingQuantitati ve Versus CategoricalData 71
4.2.6.LimitstoPerceptualDistinctness 73
4.2.7.UsingVividandSubtleColorsAppropriately 74
4.3.GestaltPrinciples
ofVisualPerception 74
4.3.1.ThePrincipleofProximity 75
4.3.2.ThePrincipleofSimilarity 75
4.3.3.ThePrincipleofEnclosure 76
4.3.4.ThePrincipleofClosure 77
4.3.5.ThePrincipleofContinuity 78
4.3.6.ThePrincipleofConnection 78
4.4.Applyingthe
PrinciplesofVisualPerceptiontoDashboardDesign 79
Chapter5.EloquenceThroughSimplicity 80
5.1.CharacteristicsofaWell‐DesignedDashboard 81
5.1.1.CondensingInformationviaSummarizationandException 82
5.2.KeyGoalsintheVisualDesignProcess 83
5.2.1.ReducetheNon‐DataPixels
86
5.2.2.EnhancetheDataPixels 94
Chapter6.EffectiveDashboardDisplayMedia 101
6.1.SelecttheBestDisplayMedium 102
6.2.AnIdealLibraryofDashboardDisplayMedia 106
6.2.1.Graphs 107
6.2.2.Icons 131
6.2.3.Text 133
6.2.4.Images
133
6.2.5.DrawingObjects 134
6.2.6.Organizers 135
6.3.Summary 137
Chapter7.DesigningDashboardsforUsability 138
7.1.OrganizetheInformati ontoSupportItsMeaningandUse 139
7.1.1.OrganizeGroupsA ccordingtoBusinessFunctions,Entities,andUse 139
7.1.2.Co‐locate
ItemsThatBelongtotheSameGroup 139
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7.1.3.DelineateGroupsUsingtheLeastVisibleMeans 140
7.1.4.SupportMeaningfulComparisons 141
7.1.5.DiscourageMeaninglessComparisons 142
7.2.MaintainConsistencyforQuickandAccurateInterpretation 143
7.3.MaketheViewingExperienceAestheticallyPleasing 143
7.3.1.ChooseColorsAppropriately 144
7.3.2.ChooseHighResolution
forClarity 145
7.3.3.ChoosetheRightText 145
7.4.DesignforUseasaLaunchPad 145
7.5.TestYourDesignforUsability 146
Chapter8.PuttingItAllTogether 147
8.1.SampleSalesDashboard 148
CritiqueofSalesDashboardExample1 151
Critique
ofSalesDashboardExample2 152
CritiqueofSalesDashboardExample3 153
CritiqueofSalesDashboardExample4 154
CritiqueofSalesDashboardExample5 155
CritiqueofSalesDashboardExample6 156
CritiqueofSalesDashboardExample7 157
CritiqueofSales
DashboardExample8 158
8.2.SampleCIODashboard 159
8.3.SampleTelesalesDashboard 161
8.4.SampleMarketingAnalysisDashboard 162
8.5.AFinalWord 164
AppendixA.RecommendedReading 165
Colophon 166
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[...]... I finally decided to begin the task of devising a working definition of my own by examining every example of a dashboard I could find on the Web, in search of their common characteristics. You might find it interesting to take a similar journey. In the next few pages, you'll see screenshots of an assortment of dashboards, which were mostly found on the web sites of vendors that sell dashboard software. Take the time now to browse through these examples and see if you can discern common threads that might be ... Dashboards and visualization are cognitive tools that improve your "span of control" over a lot of business data. These tools help people visually identify trends, patterns and anomalies, reason about what they see and help guide them toward effective decisions. As such, these tools need to leverage people's visual capabilities. With the prevalence of scorecards, dashboards and other visualization tools now widely available for business users to review their data, the issue of visual information ... Chapter 2. Variations in Dashboard Uses and Data Dashboards can be used to monitor many types of data and to support almost any set of objectives business deems important. There are many ways to categorize dashboards into various types. The way that relates most directly to a dashboard' s visual design involves the role it plays, whether strategic, analytical, or operational. The design characteristics of the dashboard can be tailored to effectively support the needs of ... operational. The design characteristics of the dashboard can be tailored to effectively support the needs of each of these roles. While certain differences such as these will affect design, there are also many commonalities that span all dashboards and invite a standard set of design practices. www.it-ebooks.info Categorizing dashboards Common threads in dashboard data Non‐quantitative dashboard data Dashboards are used to support a broad spectrum of information needs, spanning the entire range of ... Figure 1‐13. This dashboard is used by the Treasury Board of Canada to monitor the performance of a project. Here again we have a dashboard that was designed by an organization for its own use. This time, the dashboard metaphor makes a token appearance in the form of gauges. The traffic‐light colors green, yellow, and redhere with the addition of blue for the exceptionally good status of "ahead of schedule"are also used. Unlike some of the examples that we've seen that displayed ... grounded in an understanding of visual perception, and of how this understanding can be effectively applied to the visual display of datawhat works, what doesn't, and why. These skills are rarely found in the business world, not because they are difficult to learn, but because the need to learn them is seldom recognized. This is true in general, and especially with regard to dashboards. The challenge of presenting a ... Comparative measure Example The same measure at the same point in time in the past The same day last year The same measure at some other point in time in the past The end of last year The current target for the measure A budgeted amount for the current period Relationship to a future target Percentage of this year's budget so far A prior prediction of the measure Forecast of where we expected to be today ... graphs. Here again we see an attention to the visual appeal of the display. Notice also in the instructions at the top that an ability to interact with the graphs has been built into the dashboard, so that users can access additional information in pop‐ups and drill into greater levels of detail. www.it-ebooks.info Figure 1‐9. This dashboard from Visual Mining, Inc. displays various measures of a city's transit system to give the executives in ... sought to guarantee its accuracy, timeliness, and usefulness. From the early days of data warehousing on into the early years of this new millennium, the effort has largely focused on the technologies, and to a lesser degree the methodologies, needed to make information available and useful. The direct beneficiaries so far have mostly been folks who are highly proficient in the use of computers and able to use the available tools to navigate through large, often complex databases. ... exceptionally good status of "ahead of schedule"are also used. Unlike some of the examples that we've seen that displayed relatively little information, this one makes the attempt to provide the comprehensive overview that would be needed to effectively monitor progress and performance. 1.3.1. What Is a Dashboard? As you have no doubt determined by examining these examples, there's a fair degree of diversity in the products that go by the name "dashboard. " One of the few characteristics that most vendors seem to agree . journey.In the nextfewpages,you'll
seescreenshots of anassortment of
dashboards,whichweremostlyfoundon the websites of vendorsthatsell dashboard software.Take the
timenowtobrowsethroughtheseexamplesandseeifyoucandiscerncommonthreadsthatmightbe
wovenintoausefuldefinition.
1
GregoryL.Hovis,"StopSearchingforInformationMonitoritwith Dashboard Technology,"DMDirect,February2002.
2
MarkLeon," ;Dashboard Democracy,"Computerworld,June16,2003
3
Byincludingtheseexamplesfrom the websites of softwarevendorsandafewothersources,Idonotmeanto
endorseany of thesedashboardsor the softwareproductsusedtocreatethemasexamples of gooddesign,noras
extraordinaryexamples of poordesign.Tovaryingdegreesthey
allexhibit visual designproblemsthatI'lladdressin
laterchapters.
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Figure1‐2.This dashboard fromBusinessObjectsreliesprimarilyongraphicalmeanstodisplayaseries of performance
measures.alongwithalist of alerts,Noticethat the title of this dashboard is"MyKPIs."Keyperformanceindicatorsand
dashboardsappeartobesynonymousin the minds of mostvendors.
Notice the gaugesaswell.We'llseequiteafew of them.
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Figure1‐3.This dashboard fromOracleCorporationdisplaysacollection of salesmeasuresforanalyzingproductperformanceby
category.All of the measuresaredisplayedgraphically.We'llfindthatthisemphasisongraphicaldisplaymediaisfairly
common.
Figure1‐4.This dashboard fromInformaticaCorporationdisplaysmeasures of revenuebysaleschannelalongwithalist of
reportsthatcanbeviewedseparately. The predominance of graphicaldisplaymediathatweobservedon the previous
dashboardsappearsonthisoneaswell,notablyin the form of metersdesignedtolooklikespeedometers. The list of reports
addsportalfunctionality,enablingthis dashboard tooperateasalaunchpadtocomplementary information.
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Figure1‐5.This dashboard fromPrincipaprovidesanoverview of acompany'sfinancialperformancecomparedtotargetsfor the
month of March,bothintabularformandasaseries of gauges. The information canbetailoredbyselectingdifferentmonths
andamounts of history.Onceagain,weseeastrongexpression of the dashboard metaphor,thistimein the form of graphical
devicesthatweredesignedtolooklikefuelgauges.
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Figure1‐6.This dashboard fromCognos,Inc.displaysatableandfivegraphsonein the form of aworldmaptocommunicate
sales information. Despite the onetable,there'sacontinuedemphasisongraphicalmedia.Noticealsothatathemeregarding
the visual natureandneedfor visual appeal of dashboards
isemergingintheseexamples.
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. 76
4.3.4. The Principle of Closure 77
4.3.5. The Principle of Continuity 78
4.3.6. The Principle of Connection 78
4.4.Applying the
Principles of Visual Perceptionto Dashboard Design
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