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Information Dashboard Design By Stephen Few ............................................... Publisher: O'Reilly Pub Date: January 2006 ISBN: 0-596-10016-7 Pages: 223 Table of Contents | Index Dashboards have become popular in recent years as uniquely powerful tools for communicating important information at a glance. Although dashboards are potentially powerful, this potential is rarely realized. The greatest display technology in the world won't solve this if you fail to use effective visual design. And if a dashboard fails to tell you precisely what you need to know in an instant, you'll never use it, even if it's filled with cute gauges, meters, and traffic lights. Don't let your investment in dashboard technology go to waste. This book will teach you the visual design skills you need to create dashboards that communicate clearly, rapidly, and compellingly. Information Dashboard Design will explain how to: Avoid the thirteen mistakes common to dashboard design Provide viewers with the information they need quickly and clearly Apply what we now know about visual perception to the visual presentation of information Minimize distractions, cliches, and unnecessary embellishments that create confusion Organize business information to support meaning and usability Create an aesthetically pleasing viewing experience Maintain consistency of design to provide accurate interpretation Optimize the power of dashboard technology by pairing it with visual effectiveness Stephen Few has over 20 years of experience as an IT innovator, consultant, and educator. As Principal of the consultancy Perceptual Edge, Stephen focuses on data visualization for analyzing and communicating quantitative business information. He provides consulting and training services, speaks frequently at conferences, and teaches in the MBA program at the University of California in Berkeley. He is also the author of Show Me the Numbers: Designing Tables and Graphs to Enlighten. Visit his website at www.perceptualedge.com.

Information Dashboard Design By Stephen Few ............................................... Publisher: O'Reilly Pub Date: January 2006 ISBN: 0-596-10016-7 Pages: 223 Table of Contents | Index Copyright Dedication About the Author Introduction Acknowledgments Chapter 1. Clarifying the Vision Section 1.1. All That Glitters Is Not Gold Section 1.2. Even Dashboards Have a History Section 1.3. Dispelling the Confusion Section 1.4. A Timely Opportunity Chapter 2. Variations in Dashboard Uses and Data Section 2.1. Categorizing Dashboards Section 2.2. Typical Dashboard Data Chapter 3. Thirteen Common Mistakes in Dashboard Design Section 3.1. Exceeding the Boundaries of a Single Screen Section 3.2. Supplying Inadequate Context for the Data Section 3.3. Displaying Excessive Detail or Precision Section 3.4. Choosing a Deficient Measure Section 3.5. Choosing Inappropriate Display Media Section 3.6. Introducing Meaningless Variety Section 3.7. Using Poorly Designed Display Media Section 3.8. Encoding Quantitative Data Inaccurately Section 3.9. Arranging the Data Poorly Section 3.10. Highlighting Important Data Ineffectively or Not at All Section 3.11. Cluttering the Display with Useless Decoration Section 3.12. Misusing or Overusing Color Section 3.13. Designing an Unattractive Visual Display Chapter 4. Tapping into the Power of Visual Perception Section 4.1. Understanding the Limits of Short-Term Memory Section 4.2. Visually Encoding Data for Rapid Perception Section 4.3. Gestalt Principles of Visual Perception Section 4.4. Applying the Principles of Visual Perception to Dashboard Design Chapter 5. Eloquence Through Simplicity Section 5.1. Characteristics of a Well-Designed Dashboard Section 5.2. Key Goals in the Visual Design Process Chapter 6. Effective Dashboard Display Media Section 6.1. Select the Best Display Medium Section 6.2. An Ideal Library of Dashboard Display Media Section 6.3. Summary Chapter 7. Designing Dashboards for Usability

Section 7.1. Organize the Information to Support Its Meaning and Use Section 7.2. Maintain Consistency for Quick and Accurate Interpretation Section 7.3. Make the Viewing Experience Aesthetically Pleasing Section 7.4. Design for Use as a Launch Pad Section 7.5. Test Your Design for Usability Chapter 8. Putting It All Together Section 8.1. Sample Sales Dashboard Section 8.2. Sample CIO Dashboard Section 8.3. Sample Telesales Dashboard Section 8.4. Sample Marketing Analysis Dashboard Section 8.5. A Final Word Appendix A. Recommended Reading Colophon Index

Copyright © 2006 Stephen Few All rights reserved. Printed in Italy. Published by O'Reilly Media, Inc. 1005 Gravenstein Highway North Sebastopol, CA 95472 O'Reilly books may be purchased for educational, business, or sales promotional use. Online editions are also available for most titles (safari.oreilly.com). For more information, contact our corporate/institutional sales department: 800-998-9938 or corporate@oreilly.com. Editor Production Editor Art Director Cover Designer Interior Designers Production Services Print History January 2006: Colleen Wheeler Genevieve d'Entremont Mike Kohnke Stephen Few Mike Kohnke, Terri Driscoll Specialized Composition, Inc. First Edition. The O'Reilly logo is a registered trademark of O'Reilly Media, Inc. Information Dashboard Design and related trade dress are trademarks of O'Reilly Media, Inc. Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book, and O'Reilly Media, Inc. was aware of a trademark claim, the designations have been printed in caps or initial caps. While every precaution has been taken in the preparation of this book, the publisher and author assume no responsibility for errors or omissions, or for damages resulting from the use of the information contained herein. 0-596-10016-7 [L]

Dedication To my parents, Bob and Joyce Few, whose pride in my journeyhowever strange that journey must have sometimes seemedinstilled deep down into my bones the resolve to keep placing one foot in front of the other.

About the Author Stephen Few has over 20 years of experience as an IT innovator, consultant, and educator. Today, as Principal of the consultancy Perceptual Edge, Stephen focuses on data visualization for analyzing and communicating quantitative business information. He is working to raise consciousness and to provide a treatment plan that addresses the needs of business in the language of business. His previous book, Show Me the Numbers: Designing Tables and Graphs to Enlighten, is a powerful fitness program designed to target the data presentation aspects of this problem. Today, from his office in Berkeley, California, Stephen provides consulting and training services, speaks frequently at conferences, and teaches in the MBA program at the University of California in Berkeley. More about his current work can be found at www.perceptualedge.com.

Introduction Few phenomena characterize our time more uniquely and powerfully than the rapid rise and influence of information technologies. These technologies have unleashed a tsunami of data that rolls over and flattens us in its wake. Taming this beast has become a primary goal of the information industry. One tool that has emerged from this effort in recent years is the information dashboard. This single-screen display of the most important information people need to do a job, presented in a way that allows them to monitor what's going on in an instant, is a powerful new medium of communication. At least it can be, but only when properly designed. Most information dashboards that are used in business today fall far short of their potential. The root of the problem is not technologyat least not primarilybut poor visual design. To serve their purpose and fulfill their potential, dashboards must display a dense array of information in a small amount of space in a manner that communicates clearly and immediately. This requires design that taps into and leverages the power of visual perception to sense and process large chunks of information rapidly. This can be achieved only when the visual design of dashboards is central to the development process and is informed by a solid understanding of visual perceptionwhat works, what doesn't, and why. No technology can do this for you. You must bring this expertise to the process. Take heartthe visual design skills that you need to develop effective dashboards can be learned, and helping you learn them is the sole purpose of this book. If the information is important, it deserves to be communicated well.

Acknowledgments Without a doubt I owe the greatest debt of gratitude to the many software vendors who have done so much to make this book necessary by failing to address or even contemplate the visual design needs of dashboards. Their kind disregard for visual design has given me focus, ignited my passion, and guaranteed my livelihood for years to come. Now, on to those who have contributed more directly and personally to this effort. As a man, I will never be able to create, shelter, and nourish an emerging life within this body of mine. In recent years, however, I have recognized and pursued the opportunity to breathe life into the products of my imagination and pass them on to the world in the form of books. Writing a book is a bit like bearing a child. Working with a publisher to help the child learn to walk before venturing into the world is a lesson in trust. The folks at O'Reilly Media have taught me to entrust to thembeginning with unspeakable angst, but proceeding through unfaltering steps toward ever-increasing comfortthe collegial care of this beloved child. Many at O'Reilly have contributed so much, but two in particular have stood by my side from the beginning with soothing voices of confidence and calm. My editor, Colleen Wheeler, knew when to listen in silence, when to tease me out of myopia, and when to gently remind me that I was in her considerate and considerable care. My acquisitions editor, Steve Weiss, sought me out and wooed me through months of thoughtful discussion into the O'Reilly fold. He gave assurances and has made sure that they were fulfilled.

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