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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Graph Design for Eye and Mind (Paperback)
Loot Price: R2,300
Discovery Miles 23 000
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Graph Design for Eye and Mind (Paperback)
Expected to ship within 10 - 15 working days
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Graphs have become a fixture of everyday life, used in scientific
and business publications, in magazines and newspapers, on
television, on billboards, and even on cereal boxes. Nonetheless,
surprisingly few graphs communicate effectively, and most graphs
fail because they do not take into account the goals, needs, and
abilities of the viewers. In raph Design for Eye and Mind, Stephen
Kosslyn addresses these problems by presenting eight psychological
principles for constructing effective graphs. Each principle is
solidly rooted both in the scientific literature on how we perceive
and comprehend graphs and in general facts about how our eyes and
brains process visual information. Kosslyn then uses these eight
psychological principles as the basis for hundreds of specific
recommendations that serve as a concrete, step-by-step guide to
deciding whether a graph is an appropriate display to use, choosing
the correct type of graph for a specific type of data and message,
and then constructing graphs that will be understood at a glance.
Kosslyn also includes a complete review of the scientific
literature on graph perception and comprehension, and appendices
that provide a quick tutorial on basic statistics and a checklist
for evaluating computer-graphics programs. Graph Design for Eye and
Mind is an invaluable reference for anyone who uses visual displays
to convey information in the sciences, humanities, and businesses
such as finance, marketing, and advertising.
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