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最简单的图形与最复杂的信息 如何有效建立你的视觉思维

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《华尔街日报》与作者公开这种专业秘诀,出版后破天荒打进美国金融投资类名列前茅、《纽约时报》商业类排行榜第九名。
作者是数据可视化专家爱德华·塔夫特(Edward Tufte)的学生,拥有耶鲁大学美术硕士学位,处理财金图表经验逾20年。
麦肯锡公司形象化沟通主管、纽约联邦储备银行执行副总裁、穆迪经济学家网创始人兼首席经济学家、牛津大学赛德商学院长、《华尔街日报》前总编辑等,对于黄慧敏非凡的资料解释能力、视觉呈现能力,都赞不绝口。
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Content Description

在当今这个数据驱动、信息大爆炸的时代,我们需要懂得如何利用图形语言清晰、高效地表达自己。可是,我们应该如何选择反映信息的图形?如何利用黑白两色令图形“多彩”?如何让“相貌平平”的图表升级为“才华出众”的图表?如何建立自己的视觉思维,以找到有力的方式在短的时间内打动决策者?
在《zui简单的图形与zui复杂的信息:如何有效建立你的视觉思维》中,黄慧敏将数据分析和图形制作巧妙地结合在一起,清晰、有效地告诉我们如何将纷繁复杂的图形和陈述报告变得既简单又有表现力,实操性很强,且易于理解。

Author Description

黄慧敏,简化客户沟通的先驱者,全球著名咨询公司Siegel+Gale的信息设计战略总监,拥有二十年财务图形绘制经验,一直专注于于架构分析与视觉世界的完美结合。 曾任《纽约时报》“每日财经新闻”“周日财经”及“周一媒体产业新闻”版图形编辑。2001年开始任《华尔街日报》图形总监,负责为该报纸制定图形标准,用图形的形式将复杂的数据呈现给读者。获耶鲁大学艺术硕士学位,师从著名的数据可视化著名爱德华·塔夫特(Edward Tufte)。

Comments

★“对那些利用图形进行有效传递定量信息人来说,这是一本非常重要的参考书。实际上,所有人都能够从书中有所收获。”
——约瑟夫·特雷西美国纽约联邦储备银行执行副总裁

★“我们生活在一个受数据驱动的世界,这种趋势越来越明显。黄慧敏很好地解释了如何让数据灵活、生动地表述事实。”
——马克·赞迪穆迪经济学家网创始人兼首席经济学家

★“软件的发展使得通过绘制图形来说明事情变得轻而易举,小到孩子的作业,大到公司的支出。不过,软件无法避免制作粗劣的图形,但本书可以。”
——保罗·斯泰格《华尔街日报》前总编辑

★“黄慧敏杰出的新作将数据分析和图形制作课程巧妙地结合在一起,告诉我们如何将纷繁复杂的图形和陈述报告变得既简单又有表现力。”
——彼得·图法诺牛津大学赛德商学院院长

★“黄慧敏的专业建议促进了信息图形制作技巧的发展。”
——基恩·泽拉兹尼麦肯锡公司形象化沟通主管

★“图表对从事各种职业的人都是一件极具价值的工具——不只是对制图设计师。黄慧敏创作了一本实用、讲解清晰的指南书,通过大量‘可以做的’和‘不可以做的’的范例演示了信息图形制作的原则和技巧。”
——埃兰·希格Siegel+Gale董事长兼首席执行官

Catalogue

关于本书的创作过程
引言 有效建立你的视觉思维
第1章 图表制作的7大法则
第2章 7类图表的使用规范
第3章 图表制作必备常识
第4章 应对图表制作中的常见问题
第5章 利用图表跟进工作计划
结语 用图表讲述令人信服的故事
致谢

Book Abstract

第1章 图表制作的7大法则
真正成就图表有效性的是字体、颜色以及评论分析的设计和深度。换句话说,你是否有值得制作图形的信息?如果有,你是否准确地绘制了信息?要知道,一个错误的数据点就会使其他信息失去可信度,进而使整个图表作废。
在本章中,我针对字体和颜色(明亮或柔和)的选择,提供了实用的指导及模板。此外,我还回答了一些问题,比如:两个数字能组成一张图表吗?什么是好的数据?
这些基本要素为制作说服力强的智能图表提供了保障。
有效地绘图
如何制作有效的图表?
最好的制图方法是,系统地遵守四个基本步骤:调查研究、编辑、规划和检查。
1.调查研究
调查研究最新的权威资源。
对自由诠释、存在争议的数据(比如市场份额)使用独立资源,以避免偏见和利益冲突。
如果有要求,需要获得数据使用许可。
2.编辑
确定关键信息。
选择最佳数据系列来说明观点,比如是用市场份额还是用总收入。
过滤并且简化数据,以便将数据的精华传递给目标读者。
对原始数据进行调整以增强观点,比如是用绝对值还是用百分比变化。
3.规划
选择恰当的图表类型展示数据,比如用折线图表现趋势,或者用条形图表现离散数据。
选择恰当的图表设置,比如刻度、Y 轴增量和基准线。
标注图表,比如标题、图注、图例和资料来源。
运用颜色和字体编排设计来强调关键信息。
4.检查
比照原始资料检查绘制出的数据。
评判自己的图表是否合理。
尽量从读者的角度审视图表。
用其他资料证明自己的数据,并且就有问题的内容和异常值咨询相关领域的专家。
参考本书来核实最佳的制图做法。
为图方便,这一步常常被略去。但是,花时间检查制图的每个步骤决定了这张图是专业制作还是业余制作。与一篇故事中有拼写错误的字不同,一个错误的数据会使整个图表失去可信性。
运用精准的数字
确凿的证据
绘图指南
在计算数字和规划图表时,要精确到小数位。但是在标注图表时,为了便于比较,要四舍五入到有效数位。例如,标注12.345比12.3更精确,但是这失去了图表的视觉冲击力。
文字与图表
图表法将一系列近似的数字放在一起对比,是一种非常有力的工具。图表中的数字通过形象、具体的方式将信息传递给读者。同样一组数字,用图表展示出来比用叙述或文字说明方式表述出来更具体、更精确。
让数据自己说话
好的图表不应当有分散注意力的东西,而应该允许读者对数据进行对比或比较,然后得出结论。
粗的网格线和三维透视图会遮掩数据,并转移读者对内容的注意力。
相反,简洁的图表则让读者将注意力集中在数据上。要知道,数据才是故事的主角。
进行恰当的比较
相同的数字传递不同的信息
对数据进行筛选和编辑,以保持其连贯性以及与信息的相关性。用正确的方式组织和表述数据是最重要的,再怎么修饰都于事无补。
恰如其分地整合数据
讲述全部事实
一定要谨慎对待每一个细微处
有好的资源才有好的数据。从声誉好的、公正的资源获得数据至关重要。比如关于市场份额的数据应当参照第三方数据以避免偏差,从而增加数据的可信度。
永远要用挑剔的眼光审视数据。如果一个数字有问题,那深究到底很重要。要知道,一个错误的数据点可以毁掉整个图表的可信度。
粗劣的数据+好的视觉效果=粗劣的图表
一种方法不能解决所有问题
对每组数据都要进行单独的分析与解释。同一组数据可以用许多种方式来表述、呈现。选择哪种方法最终取决于想要传递的信息。
……

Introduction

有效建立你的视觉思维
我们生活在一个数据驱动的世界中。在这里,绘制有效的图表和图形就像良好的写作能力一样,几乎已经成为大家必不可少的能力。
在计算机的帮助下,任何人都可以制作图表,但很少有人知道如何制作好的图表。我们制作图表时常常用到视觉技巧,比如撞色和立体图形。大家只想到这样会很美观,却没有对传递信息给予足够的重视。
从根本上讲,内容才是使图表具有吸引力的法宝。如果图表制作得当,那么信息就会以最清晰有效的方式涌入读者眼帘。此时,没有多余的颜色层与过多的修饰来扰乱信息的清晰度。
让我们从好的信息图形的三个基本要素入手:
丰富的内容给图表以意义。
引人注意的视觉效果向读者阐释内容,并且强调信息的精华。
精细的制作使内容和图表活灵活现。
现在,到处充斥着混乱、具有误导性和无效的图形范例。相反,许多图表内涵丰富,,但制图者却没能够传递预期的信息。
下次再看到像下一页这样的图表时,你定会不由轻叹。因为,通过本书你会明白为什么这些图表功亏一篑。
下面这些图表看起来可能没有什么不妥之处,但它们却违反了制作好图表的基本原则。读完本书后,你就会明白原因所在。如果你现在就想知道,那可以在130页找到原因。
与语言艺术不同,很少有学校开设信息图表课,而这也不是在职培训的内容。所以,各行各业的专业人员只能勉勉强强用图表表达自己。
我的目标是,向大家提供评判优质图表与粗劣图表的关键原理。读完本书后,你就可以清晰有效地使用图表语言表达自己了。我希望本书在你的书桌上能永占一席之地。

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Brand Origin China

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