Two Fundamental Issues
   - How to present multivariate data in two-dimensional space
   - Progress and goodness is represented by increased resolution in time and space

Putting people's names on information design is the best way to increase the quality of information.

Avoid legends: integrate information and codes.

If a legend or code is to used, make it conventional and use it frequently.

Half to two-thirds of "encoding" can be eliminated by putting annotations in the graphics and other techniques.

One way to escape flatland (two-dimensional space) is the brute-force method: Build a three-dimensional model, such as a pyramid.

Use sidenotes: put not adjacent to modified text.

Six Rules for Presenting Quantitative Examples
   (many exemplified by Charles Minard's "map" of Napoleon's campaign against Moscow)
   1. Compared to What?
   2. Demonstrate Causality
   3. Escape Flatland with Multi-Variate Displays
         Minard transparently displays: size of the army, geographic location, direction of movement, temperature, time
   4. Content-Driven Displays
         Presentation depends on the quality, relevance and integrity of the content.
   5. Text-Figure Integration
         Integration as demonstrated by Galileo--pictures of Saturn integrated with the text
         Way to present "one damn thing after another"
         Especially useful in low resolution environments, such as computers
   6. Small Multiples
         Small multiples are the single most powerful visual technique
         Build credibility with repetition
         Credibility from detail

"Know Your Audience"

In response to a question, Tufte expressed major reservations about being concerned about the characteristics of the audience. "In general assume that the audience is as smart and cares as much as I do. Other premises tend to be patronizing."

Assessment of Change: especially for Financial Data
   1. Apply More Changes Horizontally
         Instead of building more "vertical" white space with, for example a "Zero Line"
   2. Show the Average and Variation
         New York Times annual summary of weather data contains 2200 data points
         Credibility grows out of detail
   3. Remove Predictable Variation
         For example, seasonal fluctuations and inflation
   4. Don't Trust a Display without Footnotes
   5. Try to Tell Why
         Causation
            Often describe via annotation
          Use smallest effective change for secondary information such as grids, etc.
   6. Include a Statement of Error
   7. For Routine Stuff, do what Wall Street Journal and New York Times do
          For example, displaying stock prices or directory listings
   8. Build a Portfolio of Excellent Examples
         Copy examples with a high end graphics program to make templates
         Don't get it original, get it right
         Talent originates; Genius copies
   9. Read Chapter 9 of Visual Design
         Examples of sample patient data sheet

Exquisite Design Examples: the Spectrum
   Content free design--one-half number per square inch--graphics in Pravda
   Computer screen 500 chars per square inch
   NYTimes Weather Chart and scientific data are 2000 data psi
   Example of the Swiss Mountain maps (White Book, page 80)
      Even the contour lines change color to avoid moire effect
   Telephone book: 2000 bytes per square inch
   Example of the Lict Observatory Star Catalog (Brown Book, page 27)
      6 million numbers (150,000 per square inch)
      Limit of human eye: 150,000,000 characters per square inch

Resolution Issues
   Design Method for enhancing difference:
      (White Book, page 91)
      General Bathymetric Chart of the Oceans
      Uses the smallest effective difference (in color selection, in this case) to conserve information presentation
      Strategy for enhancing resolution: minimal presentation of "secondary" information, such as grids
   Interface Design
      Many metaphors can be used
      A favorite for kiosks is bad public television
      Does not respond well to binary choice trees
      Model presented is a large flat screen with multiple choices
      Problem of computer screen resolution and operating system imperialism
      25% of screen devoted to content is A LOT
      Icons works as nouns, not verbs
      Previews or thumbnails work pretty good

Life and Death: When Design Makes a Difference
   John Snow put the deaths from cholera in London in 1854 on a map
      It showed how the deaths correlated with water wells
   Thinking causally and displaying causally
   Challenger disaster--failure of the "O" rings was known in advance
      Data was note presented properly
      Bad graphics
      Did not present all the data (e.g., temperatures of successful launches)
      Failure to do causal comparisons
      Etc.

The Beauty and Utility of Bell Centennial by Harry Carter (a typographer)
   8% denser than Bell Gothic (saves trees)

16 Points for Making Good Presentations
   Show up early
   What the problem is, Who cares, and What your solution is?
      Stumblebum technique--make an easy error
      Write out your own introduction
   Never apologize
   P articular, G eneral, P articular
   Give everyone a piece of paper
      Highest resolution communication with the audience
      A "testimony"
      Paper: takes 22 minutes to read top half of NYTimes, aloud
   Make resolution of presentation with what they read (e.g., NYTimes)
   Think hard about using projected "art"
   Audiences are precious; respect them
      Otherwise you will be simpleminded, rather than clear
   Humor--make sure it's on point, not nasty or gratuitous
   Do not use masculine pronouns--use plurals
   Questions need to be treated very carefully
   There must be a better way than using the overhead projector, "standard presentation mode"
   Demonstrate your enthusiasm, through your affect
   Finish early
   Practice, practice, practice--try using a video camera!
      Set up a meta-channel for the presentation
   Drink enormous amounts of water--flying and speaking
      Don't drink alcohol on the plane