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Visual Communication for Managers - IIMB

Indian Institute of Management, Bangalore - June 4th 2014
by

Sabrina Bresciani

on 27 May 2014

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Transcript of Visual Communication for Managers - IIMB

What?
Why?
Applications
Tools
"But I can't draw..."
Visual Communication
for Managers

Prof. Dr. Sabrina Bresciani
University of St. Gallen, Switzerland
bresciani.sabrina@gmail.com
sabrinabresciani.com
http://www.visual-literacy.org/pages/maps/mapping_tools_radar/radar.html
Bangalore June 4th 2014
Introduction & Motivation
Theory and Practice
Source: Visualizing information for advocacy. An introduction to information design, John Emerson, Principal at Apperceptive LLC.
Why? Dual coding theory & Picture superiority effect
“Visualization provides multiple retrieval paths for accessing knowledge”
Recall
(a-ha effect)
Why? Visuospatial reasoning (Tversky 2004)
i.e. pattern recognition, search, overview-zoom
Source: Larkin and Simon 87: Why a Diagram is (Sometimes) Worth Ten Thousand Words
Visuospatial reasoning
Tversky (2004) and Larkin and Simon (1987)

When visualization is used, cognitive abilities for reasoning, evaluating and solving problems are enhanced

Visuospatial advantages (mapping):
Structure
Organizes information
-Reduce cognitive load
- Enhance representation of relationships among complex constructs
(O’Donnel et al. 2002)
Salience (Green Suthers, 2001)
New Insight
Coordination
Attention
(reducing information overload)
We have always done it...
Visualization makes you happy!
http://www.knowledge-communication.org/
“the use of computer-supported, interactive, visual representations of abstract data to amplify cognition” (Card et al. 1999)
“Knowledge Visualization is expressing concepts through meaningful graphical mapping. “ (Bertschi, Bresciani et al., 2011).
Knowledge Visualization:
Information Visualization:
Numbers
Concepts / ideas
Improving visualizations: NASA case
INSIGHT!
Tufte, E. R. (1997): Visual Explanations. Cheshire, Connecticut: Graphic Press.
Challenger (NASA) 1986
Does it seem easy? Obvious?

7 people died
 To compare
Parallel Coordinates
For visualizing highly multivariate datasets
www.macrofocus.com/infoscope/
Source: http://www.smartmoney.com/map-of-the-market/
Treemaps
Rectangular, space-filling approach for visualizing hierarchical data (multilevel / nested)
 Overview-zoom
Information Visualization
Application: Many Eyes (IBM)
http://www-958.ibm.com/software/data/cognos/manyeyes/
Degrafa
Anychart
Data Visualization Tools
for creating graphs, Gantt charts, diagrams, calendars mapping, etc
www.visualisingdata.com
Knowledge Visualization
source: Tufte 2006
Problems?
Communication from Boeing to NASA
regarding the Columbia space shuttle
"An inconvenient truth"
2007 Nobel Peace Prize
2 Academy Awards
Stephen Few (2006). Information Dashboard Design: The Effective Visual Communication of Data. O'Reilly Media
Dashboards
Strategy communication across cultures
Communicating strategy
- with text vs. visual
- with culture-specific visuals
Results:
- strategy is perceived as better

when it is visualized
- subjects are more committed to implement it!

Cultural preferences:
-Westerners prefer linear abstract diagrams
- Non-westerners prefer metaphors and story-telling
INDIAN INSTITUTE OF MANAGEMENT BANGALORE
Roadmapping
Goal: strategy development

generating ideas and
assessing solutions
Does it work?
50% more issues identified and remembered
when visual mapping is used
Source: Bresciani, S., Eppler, M.J. (2009). The Benefits of Synchronous Collaborative Information Visualization: Evidence from an Experimental Evaluation. IEEE Transactions on Visualization and Computer Graphics, Vol. 15 (6), November/December 2009, pp. 1073-1080
Dual Coding Theory
Picture Superiority Effect
(principle used also by NLP)
(Snodgrass Stewart & Stewart, 2001)

Information is processed through one or two channels:
-the verbal/textual and
-the non-verbal or imagery (visual and spatial)

=> Using both channels together increases recall, engagement and attention (Paivio 1971)
Free
Online
Visualizing Data
Making Decisions
Selling
Facilitating meetings
Communicating Strategy
Cave paintings - 15.000BC
In organizations
At Zappos
Zappos is an online shoe and clothing shop
Popular commercial products:
UBS: Explaining and gaining trust
*Documentation for employees
http://www.informationisbeautiful.net/visualizations/the-billion-dollar-gram/
Presentations:
Popular tools:
Infographics:
Diagrams:
http://www.duarte.com/diagrammer/
Full transcript