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1.
Question 1
5 Points
Match the name of the Gestalt Principle that is being described.
Prompts
Answers
1. Question 1
1
Objects that are physically close to one another are seen as belonging to the
same group.
Select match
2. Question 1
2
Objects that are linked in some way are seen as belonging to the same group.
Select match
3. Question 1
3
Objects that are phsycially bound together are seen as belonging to the same
group.
Select match
4. Question 1
4
Objects with like characteristics such as color, shape, size, etc. are seen as
belonging to the same group.
Select match
2.
Question 2
5 Points
Pie Charts versus Bar or Column Charts
Which of the following reasons accurately describe why bar or column charts are
often preferred to pie charts for a data visualization.
1. Bar and column charts utilize the Gestalt Principle of proximity while pie
charts use the Gestalt principle of connection.
2. Using a legend for a pie chart creates unnecessary eye travel that can often be
reduced by using a bar or column chart that doesn’t require a legend.
3. Bar and column charts use length rather than size to make comparisons, and
length is much easier for the audience to interpret than size.
4. Pie charts often use different colors to differentiate each piece of the pie that
can create unnecessary clutter compared to bar or column charts that can
display the same information without the use of multiple colors.
3.
Question 3
5 Points
Market Segmentation for Brandience
Brandience Marketing LLC provides marketing analytics consulting for clients. For
one of its clients, Brandience has been asked to perform a market segmentation
study for a business client that provides auditing services to manufacturing
customers. The client believes there are two variables of importance that should be
used to group similar customers into clusters: Years of Service with the Client and
Total Assets. Brandience plans to use a clustering algorithm to group similar
customers into different clusters, but before applying the algorithm, Brandience
creates a simple scatter chart to plot each customer based on their Years of Service
with the Client and Total Assets. The scatter chart created by Brandience follows.
a: Based on the principle of proximity, there appears to be Blank 1 distinct groups
of customers.
b: The Gestalt principle of Blank 2 could be used to emphasize these three different
groups in the scatter chart.
1. Blank 1
2. Blank 2
4.
Question 4
5 Points
Philadelphia City Schools
The following chart displays data related to the student enrollment at several
schools located in the Philadelphia City School District
a. Which preattentive attributes are being used in this chart? (2 points)
b. What changes would you suggest to this chart to make it easier for the audience to
interpret? (4 points)
5.
Question 5
5 Points
Percentage of College Graduates and Median Monthly Rent in New York City.
The following scatter chart shows the relationship between the percentage of
college graduates and the median monthly rent in different sub-boroughs (a
description of an area within the city) of New York City. Each point in the scatter
chart represents a different sub-borough in New York City.
a. Which preattentive attribute is used in this scatter chart? (2 points)
b. What can you say about the relationship between the percentage of college
graduates and the median monthly rent in sub-boroughs of New York City? (4
points)
6.
Question 6
5 Points
Basketball Scouting Report
Meg Lawson is an assistant coach for a high school basketball team. Meg has
prepared a scouting report on her team’s upcoming opponent, which is led by a star
player who prefers to shoot from near the 3-point line. Meg has created the
following diagram to show this star player’s shot selection from a recent game. Each
× corresponds to a missed shot and each l corresponds to a made shot. Meg has
noticed that the star player made most of her shots from the area on the court
located at the top of the 3-point line while missing most of her shots from the
corners. Meg wants to draw her team’s attention to these areas so that they can
properly defend against this star player.
a. What preattentive attributes and Gestalt Principles has Meg used in this diagram?
(2 points)
b. Are the preattentive attributes and Gestalt principles used in this diagram
effective in communicating Meg’s message to her audience? Why or why not? (4
points)
7.
Question 7
5 Points
Data-Ink Ratio
a. Compare the two charts above. Which chart has the higher data-ink ratio? Why?
b. How does the chart with the higher data-ink ratio help the audience iterpret the
chart more efficiently?
8.
Question 8
5 Points
Serif versus Sans-Serif Fonts
Blank 1, Blank 2, Blank 3, and Blank 4 are considered serif fonts in the chart
above.
Blank 5 fonts are preferred to Blank 6 fonts for data visualizations viewed on
smartphones and small mobile devices.
1.
2.
3.
4.
5.
6.
Blank 1
Blank 2
Blank 3
Blank 4
Blank 5
Blank 6
9.
Question 9
5 Points
Using Categorical Color Schemes, Sequential Color Schemes, and Diverging
Color Schemes.
Identify whether a categorical color scheme, a sequential color scheme, or a
diverging color scheme should be applied in each of the following examples.
Prompts
Answers
1. Question 9
1
Select match
2. Question 9
2
Select match
3. Question 9
3
Select match
10.
Question 10
5 Points
Considering Colorblindness in the Design of a Chart.
Four design artists (Frances Bittinger, Dorian Martin, Bill Zander, and Mariana
Knoop) of a regional marketing research firm’s graphic arts department have each
designed a chart for use in a presentation to a team of Happy Lawn landscaping
service executives, two of whom are colorblind. Each has designed a heat map
showing the relative percentage change in the number of customers various lawn
care services experienced over the past year in several Midwestern states: Illinois
(IL), Indiana (IN), Michigan (MI), Minnesota (MN), Ohio (OH), and Wisconsin (WI).
Explain why each of these charts may or may not be difficult for the colorblind
members of the team of Happy Lawn landscaping service executives to visually
process.
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