Presenting data effectively communicating your findings for maximum impact, second edition

Presenting Data Effectively Second Edition Presenting Data Effectively Communicating Your Findings for Maximum Impact Second Edition Stephanie D H Evergreen Evergreen Data & Evaluation, LLC FOR INFORMATION: SAGE Publications, Inc 2455 Teller Road Thousand Oaks, California 91320 E-mail: order@sagepub.com SAGE Publications Ltd Oliver’s Yard 55 City Road London EC1Y 1SP United Kingdom SAGE Publications India Pvt Ltd B 1/I Mohan Cooperative Industrial Area Mathura Road, New Delhi 110 044 India SAGE Publications Asia-Pacific Pte Ltd Church Street #10-04 Samsung Hub Singapore 049483 Copyright © 2018 by SAGE Publications, Inc All rights reserved No part of this book may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the publisher All trademarks depicted within this book, including trademarks appearing as part of a screenshot, figure, or other image are included solely for the purpose of illustration and are the property of their respective holders The use of the trademarks in no way indicates any relationship with, or endorsement by, the holders of said trademarks Printed in the United States of America Library of Congress Cataloging-in-Publication Data Names: Evergreen, Stephanie D H., author Title: Presenting data effectively : communicating your findings for maximum impact/Stephanie D H Evergreen Description: Second Edition | Thousand Oaks : SAGE Publications, Inc., [2017] | Revised edition of the author’s | Includes index Identifiers: LCCN 2017001369 | ISBN 9781506353128 (pbk : alk paper) Subjects: LCSH: Visual communication | Presentation graphics software | Graphic design (Typography) | Information visualization Classification: LCC P93.5 E94 2017 | DDC 001.4/226—dc23 LC record available at https://lccn.loc.gov/2017001369 This book is printed on acid-free paper Acquisitions Editor: Helen Salmon Editorial Assistant: Chelsea Neve Production Editor: Veronica Stapleton Hooper Copy Editor: Judy Selhorst Typesetter: C&M Digitals (P) Ltd Proofreader: Dennis W Webb Indexer: Michael Ferreira Cover Designer: Rose Storey Marketing Manager: Susannah Goldes eLearning Editor: John Scappini Brief Contents About the Author Acknowledgments Preface to the Second Edition The Justification for Presenting Data Effectively Graphics Text Color Arrangement Making It Easy Appendix A Report Layout Checklist Appendix B Data Visualization Checklist Index Detailed Contents About the Author Acknowledgments Preface to the Second Edition The Justification for Presenting Data Effectively Learning Objectives What Does Effective Data Presentation Look Like? Reports Slideshows Handouts Posters Data Displays Dashboards (and Dashboard Reports) What Makes Data Presentation Effective? Pictorial Superiority Effect Early Attention Working Memory Long-Term Memory What Do I Need to Develop Effective Data Presentation? A Disciplinary Positioning Necessary Software How Do I Navigate This Book? What Is the Bottom Line? Key Points to Remember How Can I Extend This? Check Out Try This Where Can I Go for More Information? Graphics Learning Objectives Guiding Ideas How Do I Use Images in Effective Ways? Images Are Present Images Are Emotional Images Have Impactful Placement Large and Bleeding Matching Background Facing Text Images Quickly Communicate Photographs Reference Icons Judgmental Icons Images Are Repeated How Do I Efficiently Locate High-Quality Images? Invest in Visual Thinking Before Browsing Sites Shop Stock Photo Sites Hire a Graphic Designer Where Should Graphs Go? How Do I Apply These Ideas to Graphs? Graph Highlights Significant Finding or Conclusion The Type of Graph Is Appropriate for Data Gridlines, If Present, Are Muted Graph Does Not Have a Border Line Axes Do Not Have Unnecessary Tick Marks or Axis Lines Graph Has One Horizontal and One Vertical Axis What Is the Bottom Line? Key Points to Remember How Can I Extend This? Check Out Try This Where Can I Go for More Information? Text Learning Objectives Guiding Ideas What Is Type? How Do I Tell These Typefaces Apart? Serif Sans Serif Slab Serif What Works for Paper and What Works for Screen? Did You Just Say I Can’t Use Calibri? When the Receiving Computer Is a PC When the Receiving Computer Is a Mac How Can I Protect Font Choices? How Do Fonts Actually Communicate? What Font Size Should I Use? How Should Lines Be Spaced? How Does Typeface Help Organize Data Presentation? Headings Callouts Sidebars Quotes Bullets How Do I Apply These Ideas to Graphs? 6- to 12-Word Descriptive Title Is Left Justified in Upper Left Corner Subtitles and/or Annotations Provide Additional Information Data Are Labeled Directly Labels Are Used Sparingly What Is the Bottom Line? Key Points to Remember How Can I Extend This? Check Out Try This Where Can I Go for More Information? Color Learning Objectives Guiding Ideas Why Is Color Important to Memory? What Colors Should I Choose? The Best Color Combinations for Reading The Best Colors for Emphasis Using a Color-Picking Tool Other Color Combination Sites What Should I Watch Out For? Too Much Color Color-Blind Readers Reprinting in Black and White Using Red/Yellow/Green How Do I Apply Emphasis Colors? Decorating Navigating Spotlighting How Do I Apply These Ideas to Graphs? Text Sufficiently Contrasts With Background Color Scheme Is Intentional Color Is Used to Highlight Key Patterns What Is the Bottom Line? Key Points to Remember How Can I Extend This? Check Out Try This Where Can I Go for More Information? Arrangement Learning Objectives Guiding Ideas Where Do the Bits and Pieces Go? Two Models for Layout Gutenberg Diagram Arrangement Model Rule of Thirds Arrangement Model What Is White Space and How Do I Use It? Line Length Sidebars The Wrong Kind of White Space Appendix B Data Visualization Checklist By Stephanie Evergreen and Ann Emery This checklist is meant to be used as a guide for the development of high-impact data visualizations Rate each aspect of the data visualization by circling the most appropriate number, where points means the guideline was fully met, means it was partially met, and means it was not met at all The rating n/a should not be used frequently; rather, it should be reserved for when the guideline truly does not apply For example, a pie chart has no axis lines or tick marks to rate If a guideline has been broken intentionally to make a point, rate it n/a and deduct those points from the total possible Refer to the data visualization anatomy chart on the last page for guidance on vocabulary Score: / = % Well-formatted data visualizations score between 90% and 100% of available points At this level, viewers are better able to read, interpret, and retain content Data Visualization Anatomy Chart Confused by the terminology? Review the anatomy charts below for illustrations of what’s what Index Adobe Color, 129–130, 128 (fig.), 129 (fig.), 150 Aisch, G., 194 Alignment consistent placement using, 171 groups for, 174–179, 175 (fig.), 176 (fig.) importance of, 171 size and position, 172–173, 172 (fig.), 173 (fig.) American Psychological Association, 35 See also APA Guide Anchoring, of images, 174 Annotations, 112, 112 (fig.) APA Guide on arrangement, 162, 171, 185 on color, 143 on figures, 35 on graphical display, 185 hiring graphic designers and, 64 on type, 80, 104 Arrangement, 155–195 alignment, 171–179, 172 (fig.), 173 (fig.), 175 (fig.), 176 (fig.) breaking rules for, 179–182, 180 (fig.), 181 (fig.), 182 (fig.) generally, 155 grids for, 156–158, 157 (fig.) Gutenberg Diagram, 158–159, 158 (fig.), 159 (fig.) justifying text, 169–171, 169 (fig.), 170 (fig.), 171 (fig.), 179–180, 180 (fig.) Rule of Thirds, 159–160, 160 (fig.), 161 (fig.) sidebars, 165–167, 165 (fig.), 166 (fig.) Attention, visual processing theory and, 20 (fig.), 20–21 Axis intervals, 188–189, 188 (fig.), 189 (fig.) Axis lines, 70–71, 70 (fig.) Axis of orientation, 158, 179 Background matching, 44–47, 44 (fig.), 45 (fig.), 46 (fig.) text contrast with, 143 Baddeley, A., 21 Bar graphs axes in, 186 bar proportions in, 185, 187 (fig.) color usage in, 147, 148 (fig.) creation of, 186 for effective presentations, 15, 15 (fig.) See also Graph(s) Black and white reprints, 135 (fig.), 135–136, 138 (fig.) Blank pages in reports, 168–169 Bleeding, of images, 41–43, 41 (fig.), 42 (fig.), 43 (fig.) Border line, 69–70, 70 (fig.) Borkin, M A., 111 Brain Rules, 19 Breslow, L A., 145 Bullets, 107–108, 107 (fig.), 108 (fig.) Callaghan, T C., 20 Callout boxes, 103–104, 104 (fig.) Campbell, C S., 123 Carruthers, H R., 130 Chaparro, A., 84 Chaparro, B S., 84 ChartLabeler, 193 Charts, 14–15, 14 (fig.) See also Graph(s) Checklist, 211–214 Chen, C., 27 Chun, M M., 21 Clarke, T., 123 CMYK (cyan, magenta, yellow, K), 128, 132 Colleagues, justifying effective presentations to See Presentation effectiveness Color, 121–152 bar graph use of, 147, 148 (fig.) choosing of, 123–130 color-blind readers, 133 (fig.), 133–135, 134 (fig.) decorating and, 137–139, 138 (fig.) default, 143 for emphasis, 126–130, 127 (fig.), 128 (fig.), 129 (fig.), 130 (fig.) excessive use of, 131–133, 131 (fig.), 132 (fig.) generally, 121–122, 121 (fig.), 149–152 for graphs, 121–122, 121 (fig.), 142–149 in handouts, 11–12 key patterns highlighted using, 147–149, 147 (fig.), 148 (fig.) memory and, 122–123 navigational uses of, 139–140 for reading, 123–126, 124 (fig.), 125 (fig.), 126 (fig.) reprinting in black and white, 135–136, 135 (fig.) spotlighting and, 140–142, 140 (fig.), 142 (fig.) text and, 103, 105 Color (Adobe), 128 (fig.), 129 (fig.), 129–130, 150 Colorblind Assistant, 151 ColorBrewer 2.0, 134, 150 Color Code Converter, 150 Color-coding system, 145, 145 (fig.), 148 (fig.), 149 Color Oracle, 151 Color schemes consistent use of, 145, 145 (fig.) diverging, 146–147 gradated, 145 intentional use of, 143–146 light colors on white background, 144 red/yellow/green, 136, 136 (fig.) sequential, 146–147 COLOURlovers, 130, 130 (fig.) Communication fonts for, 92–96, 93 (fig.), 94 (fig.) images for, 48–58, 51 (fig.), 52 (fig.), 53 (fig.), 55 (fig.), 57 (fig.) with stakeholders, 15 Conclusions, graphs used to highlight, 67–68 Condensed fonts, 109 Conrad, F., 131, 174 Contrast, color and, 123–126, 124 (fig.), 125 (fig.), 126 (fig.) Costall, A., 123 Couper, M P., 131, 174 Cowan, N., 21 Creative Commons, 62, 73 Cropping, 64, 65 (fig.) Culture, color and, 134–135 Dashboard(s) color and, 148 (fig.), 149 description of, 15–18, 16 (fig.), 17 (fig.) Dashboard report, 17, 17 (fig.) Data displays for effective presentations, 14–15, 14 (fig.), 15 (fig.) pie charts for, 14 (fig.), 14–15 Data presentation, 24, 28, 197 Data visualization, 25, 68 Data Visualization Checklist, 67–69, 71, 110, 215–220 Davidson, E J., 184 Decorating, color and, 137–139, 138 (fig.) Decorations in graphs, 190–191, 191 (fig.) Dimensions, of stock images, 63 Display fonts, 84 Early attention, 20–21, 20 (fig.), 197 Effective Data Visualization, 68 Emery, Ann, xix, 215 (Data Visualization Checklist) Emotions, imagery and, 36–40, 36 (fig.), 37 (fig.), 38 (fig.), 39 (fig.) Emphasis, color for, 126–130, 127 (fig.), 128 (fig.), 129 (fig.), 130 (fig.) Errol Morris Font Experiment, 117 Excel (Microsoft) axis intervals in, 188 axis line removal in, 71 border lines in, 69–70 color and, 143 Fallow areas, 158 Farell, B., 92 Few, S., 29, 143, 189 Ficek, A., 56 Figures, APA Guide on, 35 File size, cropping, 64, 65 (fig.) Findings, graphs used to highlight, 67–68 FlowingData blog, 29 Fontpark, 117 Fonts communicating with, 92–96, 93 (fig.), 94 (fig.) default, 86, 89 display fonts, 84 downloading of, 86–89, 86 (fig.), 87 (fig.), 88 (fig.), 89 (fig.) Fonts folders, 83 (fig.) font substitution, 78 (fig.), 79, 90, 90 (fig.) installing of, 87, 87 (fig.) licensing agreement for, 86 (fig.), 87 in Macs, 88–89, 88 (fig.), 89 (fig.) for paper versus screen, 84–85 sans serif fonts, 81 (fig.), 81–82 serif fonts, 80–81, 80 (fig.), 81 (fig.) style sheets for, 202–205, 202 (fig.), 203 (fig.), 204 (fig.) See also Type Font Squirrel, 86, 117 “Four-color” copy jobs (cyan, magenta, yellow, K), 132 Full bleed, of images, 41–43, 42 (fig.), 43 (fig.) Garota, M., 131 Gelman, A., 25, 29 Gestalt theory, 174 Google Images, 61–62 Gopher, D., 185 Government Accountability Office (GAO), 23 Gradated color schemes, 145 Graham, L., 41 Graph(s) annotations in, 112, 112 (fig.) axes in, 70–72, 70 (fig.), 71 (fig.) axis intervals in, 188–189, 188 (fig.), 189 (fig.) axis lines in, 70–71, 70 (fig.) border line missing from, 69–70, 70 (fig.) choosing, 14 (fig.), 15, 15 (fig.), 68 color for, 121–122, 121 (fig.), 142–149 condensed fonts in, 109 data and, matching of, 68 decorations in, 190–191, 191 (fig.) gridlines muted in, 69, 69 (fig.) horizontal axis in, 71–72 labeling of data, 112–115, 113 (fig.), 114 (fig.) legends in, 113 (fig.) numeric labels in, 114, 114 (fig.) ordering of data in, 186–188 placement of, 66–67, 66 (fig.) proportions of, 185–186 selection of, 14 (fig.), 15, 15 (fig.) significant finding or conclusion highlighted by, 67–68 simplicity of, 71 subtitles of, 112 text in, 99 (fig.), 101, 108 (fig.), 109–115 tick marks in, 70 (fig.), 70–71 title of, 99 (fig.), 100, 109 (fig.), 109–111, 110 (fig.) two-dimensionality of, 189–190, 190 (fig.) vertical axis in, 71–72 See also Arrangement; Color; Graphics; Text; Type Graphic design finding and using graphics See Graphics hiring graphic designers, 63–64 information design and, 24 (fig.), 24–25 visual processing theory, 18–23, 20 (fig.), 21 (fig.), 22 (fig.) Graphics, 33–74 choosing, 15, 15 (fig.) communicating with images, 48–58, 51 (fig.), 52 (fig.), 53 (fig.), 55 (fig.), 57 (fig.) generally, 72 graphics paired with, 176, 177 (fig.) graph placement, 66–67, 66 (fig.), 67 (fig.) graph selection, 14 (fig.), 15, 15 (fig.) grouping of, 177 (fig.) high-quality images, 60–64, 60 (fig.), 65 (fig.) image placement, 38 (fig.), 40–48, 42 (fig.), 43 (fig.), 44 (fig.), 45 (fig.), 46 (fig.), 47 (fig.), 48 (fig.) image repetition, 58, 58 (fig.) imagery effectiveness, 34–59, 37 (fig.) imagery through, 33–34, 34 (fig.) number of, 59 text arrangement with, 176 (fig.) Grayscale, 136, 141, 147 Gridlines, 69, 69 (fig.) Grid structure, 156–158, 157 (fig.) Guardian (United Kingdom), 208 Gutenberg model, 158–159, 158 (fig.), 159 (fig.), 193 Handouts benefits of, color in, 11–12 effective example of, 11 (fig.) for effective presentations, 7–12, (fig.), (fig.) 10 (fig.), 11 (fig.) information included in, key points included in, options for, types of, (fig.), (fig.) 10 (fig.), 11 (fig.) Headings font size for, 96, 97 (fig.), 98 organization of, 103 typeface size for, 98 (fig.) Hegarty, M., 21, 185 Icons judgmental, 55 (fig.), 56–58, 57 (fig.) reference, 50–55, 51 (fig.), 52 (fig.), 53 (fig.), 54 (fig.), 56 (fig.) Images/imagery anchoring of, 174 communicating with, 48–58, 51 (fig.), 52 (fig.), 53 (fig.), 56 (fig.), 57 (fig.) effectiveness of, 34–59, 37 (fig.) emotional nature of, 36–40, 36 (fig.), 37 (fig.), 38 (fig.), 39 (fig.) graphics as, 33–34, 34 (fig.) See also Graphics photographs, 48–50, 49 (fig.), 50 (fig.) placement of, 38 (fig.), 40–48, 42 (fig.), 43 (fig.), 44 (fig.), 45 (fig.), 46 (fig.), 47 (fig.), 48 (fig.) repetition of, 58, 58 (fig.) Information design, 24 (fig.), 24–25 International Institute on Information Design, 29 Jamet, E., 131 Johnson, J., 22 Judgmental icons, 56 (fig.), 56–58, 57 (fig.) Justification, of text, 169–171, 169 (fig.), 170 (fig.), 171 (fig.), 179–180, 180 (fig.) Kievit, R A., 198 Kosslyn, S M., 198 Labeling of data, 112–115, 113 (fig.), 114 (fig.) Lewis, C., 92 Licensing agreement, 86 (fig.), 87 Light colors on white background, 144 Likert-type scale, 68, 143 Lines (text) length of, 162–164, 163 (fig.), 164 (fig.) spacing of, 101–103, 102 (fig.) Logic model, 176 Logos, 44 Long-term memory, 22 (fig.), 22–23, 27 Luck, S J., 21, 174 Lupton, E., 169 Lysy, C., 29 Macs, fonts in, 88–89, 88 (fig.), 89 (fig.) Maglio, P P., 123 Malamed, C., 189 Margins, 164 (fig.) Mayer, R E., 21, 34, 185 Medina, J., 19, 22 Memory color and, 122–123 long-term, 22–23, 22 (fig.), 27 working, 21–22, 21 (fig.), 35 Merkle, E C., 84–85 Meyer, J., 185 Microsoft See Excel (Microsoft); PowerPoint (Microsoft); Word (Microsoft) Modern Language Association, 80, 162 Moore, D C., 92 Morris, E., 117 Morris, J., 130 Moyer, Don, 30 Müller-Brockmann, J., 156 MulticolorEngine, 150 Napkin Sketch Workbook (Moyer), 30 Narrative color combinations for reading, 123–126, 124 (fig.), 125 (fig.), 126 (fig.) font size for, 95 (fig.), 96–101 line spacing and, 101–103, 102 (fig.) See also Type Navigation, color used for, 139–140 New York Times, The, 194 Numeric labels, 114, 114 (fig.) Office (Microsoft) See Excel (Microsoft); PowerPoint (Microsoft); Word (Microsoft) Organizational logos, 44 Patton, M Q., 23, 59 PDF, 166 Pelli, D G., 92 Photographs, 48–50, 49 (fig.), 50 (fig.) Picking tools, for color, 126–129, 127 (fig.), 128 (fig.), 129 (fig.), 150 Pictorial superiority effect, 19–20, 19 (fig.), 20 (fig.) Pie charts, 14–15, 14 (fig.) Placement, of images facing text, 47 (fig.), 47–48, 48 (fig.) generally, 38 large and bleeding, 41–43, 42 (fig.), 43 (fig.) matching background, 44–47, 44 (fig.), 45 (fig.), 46 (fig.) photographs, 48–50, 49 (fig.), 50 (fig.) Posters for effective presentations, 12–14, 12 (fig.), 13 (fig.) margins, 162–163, 164 (fig.) text size for, 98 See also Arrangement; Color; Graphics; Text; Type Potent Presentations Initiative, 193 PowerPoint (Microsoft) fonts, 87, 93 (fig.), 93–94 full bleed, 41 justification, 171 slide sorter view, 98, 98 (fig.), 101 visual thinking with, 60 (fig.), 60–61 Preattention, 20, 20 (fig.) Presentation effectiveness, 1–31, 197–207 for credibility, 198 developing effective data presentations, 23–26, 24 (fig.) evaluating of, 18–23, 19 (fig.), 20 (fig.), 21 (fig.), 22 (fig.) generally, 1–2, 27–30 identifying effective data presentation, 3–18, (fig.), (fig.), (fig.), 12 (fig.), 13 (fig.), 14 (fig.), 15 (fig.) importance of, 197 time management techniques See Time management techniques See also Arrangement; Color; Graphics; Text; Type Presentation Magazine, 73 Primary optical area, 158 Program Evaluation: Improving the Flow of Information to the Congress (GAO), 23 Publication Manual of the American Psychological Association (6th ed.) (American Psychological Association) See APA Guide Quaireau, C., 131 Quotes, 106–107 Ratwani, R M., 145 Reading gravity, 158 Red/yellow/green, 136, 136 (fig.) Reference icons, 50–55, 51 (fig.), 52 (fig.), 53 (fig.), 54 (fig.), 56 (fig.) Repetition, of images, 58, 58 (fig.) Reports blank pages in, 168–169 effective presentations using, 2–4, (fig.), (fig.) end matter of, 168 (fig.) information design and, 24 (fig.), 25 photographs used to structure, 49–50, 50 (fig.) sections of, 182–184 See also Arrangement; Color; Graphics; Text; Type Research and Evaluation Report Layout Checklist, 211–214 Research posters See Posters Resolution, of stock images, 63 Reversed out, 124 Reynolds, G., 47 RGB (red/green/blue), 129, 134 Rockwell font, 82, 82 (fig.) “Rule of the Dollar Bill,” 164 Rule of Thirds, 159–160, 160 (fig.), 161 (fig.), 193 Russell, A G., 198 Samara, T., 40, 122, 175 Sans serif fonts, 81 (fig.), 81–82 Schwabish, J., 111, 117 Schwartz, N., 80 Screen, fonts for, 84–85 Sections of reports, 182–184 Sequential color scheme, 146–147 Serif fonts, 80–81, 80 (fig.), 81 (fig.) Shah, P., 21, 27, 185 Shaikh, A D., 84 Shamo, M K., 185 Shephard, J M., 198 Sidebars, 105–106, 105 (fig.), 165 (fig.), 165–167, 166 (fig.) Slab serif fonts, 82–84, 82 (fig.) Slidedeck Planning Sheet, 73 Slidedocs, 199–201, 199 (fig.), 200 (fig.) Slides for effective presentations, 4–7, (fig.) text size for, 98 See also Arrangement; Color; Graphics; Text; Type Slideshare, 73 Slide sorter view, (fig.) Smith, M., 143 Smith, V., 17 So, S., 143 Software, for effective presentations, 25–26 Song, H., 80 Spotlighting, color and, 140–142, 140 (fig.), 142 (fig.) Stakeholders, communication with, 15 Stenberg, G., 19, 22 Stock photo websites, 61–63 Stroop test, 30 Style guides, of clients, 205 See also APA Guide Style sheets, 202–205, 202 (fig.), 203 (fig.), 204 (fig.) Tarrier, N., 130 Terminal area, 158 Text, 77–117 background and, contrast between, 143 categories of, 80 (fig.), 80–84, 81 (fig.), 82 (fig.), 83 (fig.) communicating with fonts, 92–96, 93 (fig.), 94 (fig.) data presentation organization and, 103–108, 104 (fig.), 105 (fig.), 107 (fig.), 108 (fig.) defined, 79–80 font size of, 96–101, 97 (fig.), 98, 98 (fig.) font substitution, 78 (fig.), 79, 89–92, 90 (fig.) generally, 116 graphs with, 108 (fig.), 109–115 line spacing, 101–103, 102 (fig.) on an angle, 111 for paper versus screen, 84–85 protecting font choices, 89–92, 90 (fig.) size of narrative typeface, 95 (fig.) wrapping of, 111 Themes, saving, 206–207, 207 (fig.) Tick marks, 70 (fig.), 70–71 Time management techniques, 198–207 saving themes, 206–207, 206 (fig.), 207 (fig.) slidedocs, 199–201, 199 (fig.), 200 (fig.) style sheets, 202–205, 202 (fig.), 203 (fig.), 204 (fig.) Title of graphs, 99 (fig.), 100, 109 (fig.), 109–111, 110 (fig.) Tourangeau, R., 131, 174 Tractinsky, N., 71 Trafton, J G., 145 Tufte, E R., 143 Twitter, 110 Type color combinations for reading, 123–126, 124 (fig.), 125 (fig.), 126 (fig.) facing text and placement of images, 47–48, 47 (fig.), 48 (fig.) fonts, style sheets, 202–205, 202 (fig.), 203 (fig.), 204 (fig.) graphics arrangement with text, 176 (fig.) graph placement and text, 66–67, 66 (fig.), 67 (fig.) imagery through graphics and text, 34, 34 (fig.) justification, 169–171, 169 (fig.), 170 (fig.), 171 (fig.), 179–180, 180 (fig.) Uniformity, stylistic, 106 Unwin, A, 25, 29 Utilization-Focused Evaluation (Patton), 23 Vecera, S P., 21, 174 Vischeck, 133 Visual processing theory defined, 18 early attention, 20 (fig.), 20–21 long-term memory, 22–23, 22 (fig.) pictorial superiority effect, 19–20, 19 (fig.), 20 (fig.) working memory, 21–22, 21 (fig.), 35 Visual thinking, example of, 60–61, 60 (fig.) Walker, P., 92 Ware, C., 20, 123, 128, 133 Wheildon, C., 123, 125, 158, 162, 169, 171 White, light colors on, 144 “White rivers,” 170 White space line length, 162–164, 163 (fig.), 164 (fig.) sidebars, 165–167, 165 (fig.), 166 (fig.) waste of, 167 (fig.) wrong kind of, 167–169 Whorwell, P J., 130 Woodman, G F., 21, 174 Word (Microsoft) cropping, 65 (fig.) default font of, 80 full bleed, 42 justification, 172–173, 173 (fig.) line spacing, 101 matching background, 45 protecting font choice, 89–92, 90 (fig.) reference icons, 51 saving themes in, 206–207, 207 (fig.) Working memory, 21 (fig.), 21–22, 35 Wrapping of text, 111 Wrap points, 43 (fig.) Xu, Y., 21 Yau, Nathan, 29 Yu, Y., 27 .. .Presenting Data Effectively Second Edition Presenting Data Effectively Communicating Your Findings for Maximum Impact Second Edition Stephanie D H Evergreen Evergreen Data & Evaluation, LLC FOR. .. Cataloging-in-Publication Data Names: Evergreen, Stephanie D H., author Title: Presenting data effectively : communicating your findings for maximum impact/Stephanie D H Evergreen Description: Second Edition. .. Preface to the Second Edition The Justification for Presenting Data Effectively Learning Objectives What Does Effective Data Presentation Look Like? Reports Slideshows Handouts Posters Data Displays