123.

078 Forschungsseminar Kommunikation SS2009

Prof. Andrew U. Frank

Graphical Communication
Based on Graphics and Graphic Information-Processing / Jacques Bertin

Arkadiusz Szadkowski
0828699

Schedule
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.

Who is Jacques Bertin ?

Introduction
Defining the problem
Defining the data table
Adopting a processing language
Processing the data
Interpreting and deciding or communicating
Difference between graphic processing and communication
Visual variables
Types of graphical communication
How to create effective graphical communication
Visual perception
Summary

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Jacques Bertin
Jacques Bertin was born in 1918
in Maisons-Laffitte (France).
He is a French cartographer and theorist,
when he was 10, he received the first prize
of cartography at primary school.
Founder and director of the Cartographic Laboratory of the cole pratique des
hautes tudes (EPHE) in 1954 and director of education in 1957.
In 1967 he became professor of the Sorbonne
Later in the 1970s he became head of research at the Centre national de la
recherche scientifique (CNRS).
In 1993 Bertin received the "Mercator-Medaille der Deutschen Gesellschaft fr
Kartographie".
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Jacques Bertin
Bertin's research interests were in the field of geography, cartography, and
what is today called Information Visualization. His book Semiologie
Graphique (1967) intended to provide a serious theoretical foundation of
Information Visualization.
1967. Smiologie Graphique. Les diagrammes, les rseaux, les cartes. (Translation
1983. Semiology of Graphics by William J. Berg.)
1976. Experimental and Theoretical Aspects of Induced Polarization. 2 vol. With J. Loes.
Berlin : Gebruder. Borntraeger.
1977. La graphique et le traitement graphique de l'information. (Translation
1981. Graphics and graphic information-processing by William J. Berg and Paul
Scott).
1992. Harper atlas of world history. with Pierre Vidal-Naquet. N.Y. : Harper Collins.
2006. Nuovo atlante storico Zanichelli / sotto la direzione di Pierre Vidal-Naquet ;
direzione della cartografia.
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Introduction

Source: Graphics and Graphic Information-Processing / Jacques Bertin

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Introduction

Source: Graphics and Graphic Information-Processing / Jacques Bertin

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Defining the problem

The manager hopes to improve the operation of his Hotel
What decision must be made?
To decide is to choose, and to chose he must first be informed
He clarifies his problem by asking certain questions:
Is full occupancy guaranteed?
Are there slow periods? When?
Where does the clientele come from summer/winter? Who are
they?

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Defining the data table

Once the useful statistics are defined in nature and
number, the assistant gathers the necessary figures from
data in the hotel records.
He decides on a single table, the months along the abcissa
(on x), place an indicator on each row of the ordinate
(on y), and record the figures in the boxes or cells

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Adopting a processing language

The data table remained on the managers desk for a
number of days. Undoubtedly, because it was difficult to
read and did not display the information.

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Adopting a processing language

Assistant decided to make graphic transcription with two essential precautions:
He ensures maximum visual effectiveness.
He ensure the mobility of the image.

Source: Graphics and Graphic Information-Processing / Jacques Bertin

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Processing the data

When the cards are
classed in the same
order as the original
table, they construct
image (1), If it stopped
there,
the
graphic
transcription would be
useless.
However,
since the rows are
physically
independent, they may
be reclassed to make
the similaries appear.

Source: Graphics and Graphic Information-Processing / Jacques Bertin

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Processing the data

W can state that the simplification is no more then

regrouping similar things. The eye simplifies by correcting
the irregularities it notices in the initial disorder.

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Interpreting and deciding or communicating

From the moment that similarities become apparent and
create the overall complex of information, the asistant may
choose the indicators which interest him from the
perspective of decision to make.
It is only now that he must be able to read the meaning of
each row and each column in order to define his problem.
Which is?
To ensure maximum occupancy.
To eliminate slow periods.
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Interpreting and deciding or communicating

With this image, manager simplifies
it in order to underline what is
important to see, and he works out
an explanatory text. As a graphic
designed
for
communication
highlights the main points of the
results of the investigation.
With this image manager can also
decide not to make any decisions
and to complete this information by
investgating new indicators or by
refining the data, down to weeks.
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Interpreting and deciding or communicating

Source: Graphics and Graphic Information-Processing / Jacques Bertin

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Difference between graphic processing and communication

When the hotel assistant drew up his image-file he did

not know the relationship that the data would reveal.
He used graphics to discover these reletionships, in
order to discover what should be said or done. This is
graphic processing.
Graphic processing poses problems of dimensions
and manipulations.

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Difference between graphic processing and communication

When the teacher draws a diagram or a map on the

blackboard, he knows in advance the relationships he
is going to construct, he uses graphics to tell others
what he has already discovered. This is graphic
communication.
Graphic communication poses problems on the level
of simplification and selectivity.

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Graphical Communication based on Jacques Bertin Graphics and Graphic Information-Processing

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Visual variables
Jacques Bertin identifies seven visual variables:

Position

Texture
Color

Size
Orientation
Value

Shape

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Types of Graphical Communication

1. Alphanumeric
2. Pictogrammic
3. Diagrammatic
4. Information & Explanatory
5. Spatial & Cartographic
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How to create effective graphical communication

Have a good sense (or at least an understanding)

of the principles of design

Have a good knowledge of the tools available

Critically observe & analyse other examples

Experiment

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Visual Perception
It's necessary also to realize about power of perception:

Decoding of signals from the eye into a pattern that

can be compared with those stored in the mind from
past experiences.

Combined process of mind and eye.

Messages must be presented in a manner to facilitate

the comparison process (recognition) to avoid
misinterpretation.

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Visual Perception

Source: Puszkarska J., 2007

Source: http://www.hiwaay.net/

Source: Maruszewski, 2001

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Summary

[Graphics] is a strict and simple system of signs,

which anyone can learn to use and which leads to
better understanding.
~Jacques Bertin

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123.078 Forschungsseminar Kommunikation SS2009

Prof. Andrew U. Frank

Graphical Communication
Based on Graphics and Graphic Information-Processing / Jacques Bertin

Arkadiusz Szadkowski
0828699