Visual Search Strategies involve the methods and

processes by which users look for specific visual elements

or patterns within a visual display, such as a graph, chart,
or complex visual scene.
Types of Visual Search:
Feature Search: The target differs from distractors
by a single feature (e.g., color, size, shape). This type of
search is generally fast and is considered a parallel
process because all items in the visual field are scanned
simultaneously.

Example: Finding a red dot among many green dots

https://www.infidigit.com/blog/visual-search/
 Conjunction Search: The target is defined by a
combination of features (e.g., color and shape). This search
is usually slower and is considered a serial process, where
each item is examined one at a time.

Example: Finding a red circle among green blue squares and

red squares.
Guided Search Theory suggests that visual search is
guided by two processes:

Bottom-up Processing:
Driven by the properties of the stimuli (e.g., color,
brightness) where visually distinct elements naturally
draw attention.

Top-down Processing:
Driven by the user's goals, knowledge, and
expectations. The search is guided by the anticipation of
where the target might be based on prior experience.
Factors Affecting Visual Search Strategies:

Target Salience: The more distinct a target is from its

surroundings, the easier it is to locate.

Density and Clutter: High density or clutter can slow down

search times because of the increased cognitive load.

Grouping and Proximity: Grouping similar elements

together can help users to focus their search more
effectively.

Familiarity and Expertise: Experts can perform visual

searches more quickly in their domain of expertise due to
developed search strategies and pattern recognition skills.
Applications in Data Visualization:
In data visualization, effective visual search strategies help
users quickly identify patterns, trends, and outliers.
Designing for effective visual search involves:

Highlighting Important Data Points: Using color, size, or shape to

make important data stand out.

Reducing Visual Clutter: Avoiding excessive details that might

distract from the primary data points.

Using Visual Hierarchy: Arranging elements in a way that guides

users to key insights naturally.

Applying Consistent Encoding: Keeping visual encoding (such as

color schemes) consistent to help users build mental models
Some Visual Strategies
Pre-Attentive Attributes for Fast Searches
Definition: Pre-attentive attributes are visual properties that
the human brain processes almost instantly, even before
conscious attention is directed to them. These include color,
orientation, size, shape, and motion.
Implementation:
Use distinct colors to highlight key data points or trends
(e.g., red for outliers).
Adjust the size of markers to represent different values,
making larger markers easier to spot.
Utilize unique shapes to distinguish different categories.
Example: In a scatter plot, make the point of interest larger
and in a distinct color to catch the viewer's attention
immediately.
Hierarchical Organization
Definition: Organize data elements in a way that reflects
their importance and logical grouping.
Implementation:
Use grouping and proximity to create visual chunks
that represent related data points.
Apply visual hierarchy by placing the most critical
data points or elements in more prominent positions
(e.g., top-left corner in Western cultures).
Utilize white space strategically to reduce clutter and
make the visual flow easier to follow.
Example: In a dashboard, use cards or panels to separate
different types of information and use size and positioning
to prioritize key metrics.
Sequential Highlighting for Step-by-Step Exploration
Definition: Guide users through a complex visualization by
progressively highlighting elements to reduce information
overload.
Implementation:
Use animations to sequentially introduce different parts
of a visualization.
Implement step-by-step tutorials or guided tours that
focus user attention on key elements one at a time.
Example: In a multi-layered geospatial map, highlight
different layers (e.g., population density, climate zones) one
by one to avoid overwhelming the user.
Visual Search Techniques Using Heatmaps

Definition: Heatmaps can help users visually search for

patterns by showing the density or intensity of data points.
Implementation:
Use color gradients to represent varying levels of data
density or intensity.
Apply aggregation techniques to combine data points
into cells or grids.
Example: A heatmap representing website clicks can
show hot zones (high-density click areas) and cold zones
(low-density click areas), allowing users to focus on the
most relevant areas.
Incorporate Gestalt Principles
Definition: The Gestalt principles describe how humans
perceive visual elements as a whole rather than as
separate parts.
Implementation:
Use proximity to group related items.
Apply similarity (e.g., same color or shape) to show
that items belong to the same group.
Utilize continuity to lead the eye along a path in a
visualization.
Example: In a line chart, use different colors for different
lines and ensure they don’t overlap excessively,
maintaining continuity and reducing confusion.
04-09-2024
Data and Visualization:

• Data Type,

• Coordinate Systems,

• Scale
https://www.geeksforgeeks.org/understanding-data-attribute-types-
qualitative-and-quantitative/
1. Nominal Attributes :
Nominal attributes, as related to names, refer to
categorical data where the values represent different
categories or labels without any inherent order or
ranking. These attributes are often used to represent
names or labels associated with objects, entities, or
concepts.
Example :
2. Binary Attributes:
Binary attributes are a type of qualitative attribute
where the data can take on only two distinct values or
states. These attributes are often used to represent yes/no,
presence/absence, or true/false conditions within a
dataset. They are particularly useful for representing
categorical data where there are only two possible
outcomes. For instance, in a medical study, a binary
attribute could represent whether a patient is affected or
unaffected by a particular condition.
Symmetric:
In a symmetric attribute, both values or states are
considered equally important or interchangeable. For example, in
the attribute “Gender” with values “Male” and “Female,” neither
value holds precedence over the other, and they are considered
equally significant for analysis purposes.

Asymmetric: An asymmetric
attribute indicates that the two
values or states are not equally
important or interchangeable. For
instance, in the attribute “Result”
with values “Pass” and “Fail,” the
states are not of equal importance;
passing may hold greater
significance than failing in certain
contexts, such as academic grading
or certification exams
3. Ordinal Attributes :
Ordinal attributes are a type of qualitative attribute
where the values possess a meaningful order or ranking,
but the magnitude between values is not precisely
quantified. In other words, while the order of values
indicates their relative importance or precedence, the
numerical difference between them is not standardized or
known.
Quantitative Attributes:
1. Numeric:
A numeric attribute is quantitative because, it is a
measurable quantity, represented in integer or real values.

Numerical attributes are of 2 types: interval , and ratio-

scaled.
An interval-scaled attribute has values, whose differences are
interpretable, but the numerical attributes do not have the correct
reference point, or we can call zero points.
Data can be added and subtracted at an interval scale but can not be
multiplied or divided.
Consider an example of temperature in degrees Centigrade. If a
day’s temperature of one day is twice of the other day we cannot say
that one day is twice as hot as another day.
.
• A ratio-scaled attribute is a numeric attribute with a
fix zero-point.

• If a measurement is ratio-scaled, we can say of a

value as being a multiple (or ratio) of another value.

• The values are ordered, and we can also compute the

difference between values, and the mean, median,
mode, Quantile-range, and Five number summary can
be given.
Discrete
Discrete data refer to information that can take on
specific, separate values rather than a continuous range.
These values are often distinct and separate from one
another, and they can be either numerical or categorical
in nature.
Continuous
• Continuous data, unlike discrete data, can take
on an infinite number of possible values within a given
range.
• It is characterized by being able to assume any
value within a specified interval, often including
fractional or decimal values.
Coordinate Systems

Coordinate systems are frameworks that provide a way to

plot data points in a visualization space.

Different coordinate systems can be used depending on the

nature of the data and the visualization goals.
Cartesian Coordinate System:
The most commonly used coordinate system in data
visualization. It uses two perpendicular axes (x and y) to
represent data points in a 2D space. Variants include 3D
Cartesian systems for three-dimensional data.
Common visualizations:
scatter plots, line charts, bar charts.
Polar Coordinate System:

Uses a radial grid where data points are represented by their

angle (theta) and radius (r). This system is useful for
visualizing cyclic phenomena or relationships that involve
direction.

Common visualizations:

pie charts, radar charts, polar plots.

https://www.ifm.eng.cam.ac.uk/research/dstools/polar-charts-radar-charts/#:~:text=Polar
%2C%20or%20%60Radar'%20charts,the%20situations%20may%20be%20made.
Geographic Coordinate System:
Used for visualizing spatial data, such as maps, where
data points are represented by latitude and longitude
coordinates.

Common visualizations:
choropleth maps, heatmaps, dot distribution maps.

Other Coordinate Systems:

Sometimes alternative coordinate systems like parallel
coordinates or hexagonal grids are used for specialized
types of visualizations.
Polar plot is plot of magnitude |G(jω)H(jω)| versus phase
angle ∠(G(jω)H(jω)) in polar coordinates and the value of
frequency ie. ω is varied from 0 to ∞.
A radar chart is a graphical method of
displaying multivariate data in the form of a two-
dimensional chart of three or more quantitative variables
represented on axes starting from the same point.
import matplotlib.pyplot as plt
import numpy as np

# Data for radar chart

labels = ['Speed', 'Reliability', 'Comfort', 'Safety', 'Efficiency']
values = [4, 3, 2, 5, 4]
num_vars = len(labels)

# Compute angle for each axis

angles = np.linspace(0, 2 * np.pi, num_vars, endpoint=False).tolist()
# Complete the loop for the radar chart (back to the start point)
values += values[:1]
angles += angles[:1]
# Plot radar chart
fig, ax = plt.subplots(figsize=(6, 6), subplot_kw=dict(polar=True))
ax.fill(angles, values, color='red', alpha=0.25)
ax.plot(angles, values, color='red', linewidth=2)
ax.set_yticklabels([]) # Remove y-axis labels for cleaner look
# Add labels for each axis
ax.set_xticks(angles[:-1])
ax.set_xticklabels(labels)
plt.title('Radar Chart Example')
plt.show()
Scale
Scales define how data values are mapped to visual properties
like position, length, size, or color. The type of scale used can
significantly impact the effectiveness and readability of a
visualization.
Linear Scale:
Used when data values are evenly spaced. It maps data
points directly to visual properties. Commonly used for visualizing
continuous data like temperature or time.
Suitable visualizations: line charts, scatter plots.
Logarithmic Scale:
Useful for data that spans several orders of magnitude. It
represents multiplicative factors instead of additive. It is helpful
when visualizing exponential growth, such as population growth or
stock prices.
Suitable visualizations: log-scaled line charts, scatter plots.
Ordinal Scale:
Represents categorical data where order matters but
the intervals between values are not fixed. It maps
categories to specific positions or colors.
Suitable visualizations:
bar charts, heat maps.

Quantile Scale:
Divides the data into equally sized intervals based
on rank. Useful for visualizations that need to show
distribution,
like box plots or quantile plots.
Time Scale:
A special type of scale used for time series data,
where data is plotted over time. Suitable visualizations:
time-series line charts, candlestick charts.

Color Scale:
Maps numerical or categorical data to colors. It is
often used in heatmaps, choropleth maps, and scatter plots
to provide an additional dimension of information.