I presented a version of this at a P&G Pet Care Global F&A Lunch and Learn. P&G-specific slides have been removed. Content from a Dan Young (P&G Corporate CMK) presentation shared with permission.
2. Finance & Accounting Challenges
• Communication
• Influence others more senior than you
• Effectively and persuasively share analysis
However, the bulk of the people we work with
are human. Humans are emotional creatures of
habit and don’t always listen to reason.
3. F&A’s role
• Rational objective analysis
• Accurate
• Impartial
• Dispassionate
ASSUMPTION: Objective Reality Exists
Does it?
4.
5.
6.
7. Deciding on having surgery…
90% chance of survival
10% chance of death
Will you have the surgery?
8.
9.
10. Problem with humans
• Action preferred over accuracy
• Ambiguity is inherent in life
• Ambiguity ≈ Risk
• Risk Negative Emotions
• Motivation: Pursuing Gains or Avoiding Losses
• Avoiding Losses > Pursuing Gains
Result is a tendency to make decisions on feelings
instead of knowledge
“Human Based Visual Communication” presentation by Dan Young – Corporate CMK
11. Much Information Processing is:
•Holistic
•Low Involvement
•Habitual
•Affect/Emotion Driven
•Driven by past experiences
“Human Based Visual Communication” presentation by Dan Young – Corporate CMK
12. Low Involvement Logic
Benefits of graphics that can be processed at this
level:
• Fluent Processing Of Highly Accessible
Information
• Feelings of Familiarity
• Approach Behavior
Key Question:
Given the question and the broader communication
context, is your graphic “message” intuitive?
“Human Based Visual Communication” presentation by Dan Young – Corporate CMK
13. Tell a Story
• Integrate information presented
• Create a more concrete and familiar context
• Lead to increased fluency/ease of processing the
information
• Create relevant emotions/affect
• Help link to existing knowledge
Make your message more memorable and likely to
impact behavior
“Human Based Visual Communication” presentation by Dan Young – Corporate CMK
27. Credits
Cognitive psychology elements from a Dan Young
(Corporate CMK) presentation titled “Human Based
Visual Communication” presented at the 2011
Statistics Symposium.
Books written by Edward Tufte and Stephen Few
Stephen Few’s site: perceptualedge.com
http://www.slideshare.net/janwillemtulp/data-
visualization-5724069