The visual display of… Part 1
I recently finished reading Tufte’s “Visual Display of Quantitative Information”. As the title suggests, the book is concerned primarily with the design of data graphics. However, while reading the book I could not help but think of my first few design classes at Pratt. These foundational classes provided a forum for exploring the basic principles of visual communication and graphic design. The principles of graphic excellence for data displays that Tufte promotes in his writing mirror or are analogous to the principles of general visual communication. From this perspective, I found his book to be a wonderful reminder. There are so many things a designer must be aware of in the creative process. It can be overwhelming. I think good graphic designers have practiced enough to have made this awareness part of their nature. Alas, I still need to be reminded. Often.
In this book, Tufte presents three distinct ideas which can be generalized for graphic design:
- The principles of graphic excellence
- The source of graphical integrity
- A theory of (data) graphics
I’ve paraphrased/rewritten Tufte’s three ideas in a generalized form that is applicable for all graphic design.
The principles of graphical excellence
Graphical excellence is the well-designed presentation of interesting information – a matter of substance and design. Graphical excellence communicates ideas with clarity, precision, and efficiency. And graphical excellence requires telling the truth. (from page 51)
It is this last part that I find most compelling. There is a consistent and prominent moral component to Tufte’s analysis of data graphics and his theory of data graphics. He is concerned with honesty and avoiding both lies and deception. This is something that designers don’t often think about (or don’t really need to think about) as we are so often not in control of the content. But as creators of the media that communicates to large audiences, it is, I think, good to remember that there is an ethical component to our work.
The source of graphical integrity
Graphical competence demands different skills: substantive and artistic. Substantive expertise must participate in the design of visual communication if the integrity of the content is to be preserved and graphical sophistication is to be achieved. (from page 87)
Information will be most effectively communicated if the designer understands the content or works closely with a subject matter expert. If, as a designer, you do not understand the information, how can you possibly create a graphic design that communicates that information in an effective way. It would be like giving an English-speaking designer text in traditional Chinese and asking that person to create a page layout with that content. Designers need to work closely with their clients to understand the information and create effective and sophisticated graphic designs.
To be continued…