{"id":2358,"date":"2020-11-17T11:45:23","date_gmt":"2020-11-17T19:45:23","guid":{"rendered":"https:\/\/www.lightsondata.com\/?post_type=tva_lesson&p=2358"},"modified":"2020-12-01T15:40:53","modified_gmt":"2020-12-01T23:40:53","slug":"color-usage","status":"publish","type":"tva_lesson","link":"https:\/\/www.lightsondata.com\/course\/color-usage\/","title":{"rendered":"Color Usage"},"content":{"rendered":"

The jam experiment – read more on Harvard Business Review<\/a><\/p>\n

Main color palettes<\/strong><\/h2>\n

1. Qualitative palette<\/strong><\/p>\n

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A qualitative palette is used when the variable is categorical in nature. Categorical variables are those that take on distinct labels without inherent ordering. Ex: country, state, gender, ice cream flavors. Each possible value of the variable is assigned one distinct color from a qualitative palette.<\/p>\n

Sequential palette<\/strong><\/p>\n

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<\/strong>When the variable assigned to be colored is numeric or has inherently ordered values, then it can be depicted with a sequential palette. Colors are assigned to data values in a continuum, usually based on hue, lightness, or both.<\/p>\n

Diverging palette<\/strong><\/p>\n

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<\/strong>A diverging palette is essentially a combination of two sequential palettes with a shared endpoint sitting at the central value. Usually the larger than the center values are assigned to colors on the right side of the center, while smaller values get assigned to colors on the opposing side.<\/p>\n<\/p>\n

Data Visualization Examples<\/strong><\/h2>\n

National unemployment, job gains, and job losses: http:\/\/graphics.wsj.com\/job-market-tracker\/<\/a><\/p>\n

Happiness and life satisfaction: https:\/\/ourworldindata.org\/happiness-and-life-satisfaction<\/a><\/p>\n<\/p>\n

Salesforce Color Study: Main Findings<\/h2>\n

1. Light theme preferred <\/strong><\/p>\n

“After conducting research, Salesforce discovered that participants generally preferred the lighter (and sometimes the hybrid) themes over the dark theme. Participants also had better first impressions of these themes, and saw them as having higher value \u2013 meaning they would be willing to pay more to use that type of chart.” Key takeaways<\/p>\n