A picture is worth a thousand data points: Exploring visualizations as tools for connecting the public to climate change research

• Main Authors: Robert Newell, Ann Dale, Celia Winters
• Format: Article
• Language: English
• Published: Taylor & Francis Group 2016-12-01
• Series: Cogent Social Sciences
• Subjects: data visualizations; interactive media; online media; climate change; research dissemination; public audiences; scientific literacy; energy trends; visual design; sustainability
• Online Access: http://dx.doi.org/10.1080/23311886.2016.1201885

Data visualizations can serve as an integral component of online climate change research dissemination strategies, as they are effective and efficient ways for attracting diverse public audiences and delivering research information in a timely fashion. However, these visualizations can be highly varied in terms of form and ways of interaction, and this raises questions about the particular qualities of such media that influence their ability to connect with and inform diverse audiences. This study addresses these questions by building visualizations of secondary energy production and consumption trends in Canada and evaluating their impact through focus group methodology. Two visualizations were built that held contrasting features: an abstract, static visualization built in the form of a time-series graph and a dynamic, interactive visualization with a ‘picturesque’ design. The results indicate that the interactive visualization held higher potential for drawing in and maintaining audience interests, whereas the static visualization was more useful for users wishing to gain a more detailed understanding of the data. These findings suggest that both types of visualizations have complementary strengths, and collaboration between trans-disciplinary research teams and graphic artists can lead to visualizations that attract diverse audiences and facilitate different information needs and access.