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• Presenter Names
Presentation Title
Billie Leff, Esri Professional Services, bleff@esri.com
What GIS Professionals Should Know about
Creating Great Print & Web Maps
1. Observations
2. Causes
3. Recommendations
Presentation Methodology
Observations for Maps Which Are Not Great
1. Contain excessive amount of content
2. Use bright or rainbow colors
3. Look inconsistent
1. Map Contains Excessive Amount of Content
1. Map Contains Excessive Amount of ContentCauses
Audience and/or use
case are not defined
Public or
Visitors
Management
e.g. Status Reporting
Staff/Experts
e.g. Planners
Map Audience and Use Case
As the …[user role] when I open the map,
I need to …[perform business function].
• Not about the data
• One map per use case
• “Everyone” is not a role
• “See” is not a business function
Data Visualizations Are For…
• Staff or expert audience
• Knowledge sharing
• Multiple and complex
ideas
• Minutes engagement
• Custom mapping
conventions
• Turning layers on and off
• 3 clicks to an answer
Complex data explorations with GIS-like capabilities
Narratives Are For…
• Public audience
• Engage and excite
• 6 second engagement
• Standard mapping
conventions (up to 6 colors)
• Strong visual hierarchy and
grammar
Targeted message maps
Infographics/Simple Maps Are For…
• Management/ executive
audience
• Fast and easy decision
making
• Actionable information
• 2 second engagement
• Not always a map
• 1-2 colors
One variable/message maps
Decluttering MapsRecommendations
• Cartography →maps
• Combining aesthetics, science and best practices
• To model reality and communicate
1. Define single audience and use case per map
Decluttering MapsRecommendations
• Cartography →maps
• Combining aesthetics, science and best practices
• To model reality and communicate
1. Define single audience and use case per map
a. Build multiple maps, if many use cases or
audiences exist
Decluttering MapsRecommendations
• Cartography →maps
• Combining aesthetics, science and best practices
• To model reality and communicate
1. Define single audience and use case per map
a. Build multiple maps, if many use cases or
audiences exist
b. If you must start with the data (content), categorize
it thematically and hypothesize an audience and a
use case
1. Map Contains Excessive Amount of ContentCauses
“The map is not as important as the app or function.”
“Esthetics are not important to us.”
35% of survey respondents indicated that the
function or data is more important than the map
esthetics.
Decluttering MapsRecommendations
• Remember that map ≠ GIS
• Esthetics and function are interrelated
• Understand that esthetics influence
- How long users are interested
- Map reading time
- Where on the map attention is drawn
2. Consider map look and feel as early in
the planning process as possible (23%)
- Simplicity
- Color use
- Typography
Labels for Maps
• Use 1-2 meaningful typefaces
- Serif: paragraphs, prominent features
- Italic: physical features
- San serif: fast recognition, numerous
Georgia and Arial
Merriweather and Source Sans Pro
• Label color = feature color -30% value
• Halo matches feature color or
predominant background color
• Scale-dependent
- 1 label size can cover 2-3 map scales
- Increase size by 2 points at a time
Dual Encoding
Dual encoding
at small scale
Feature
labeling at
larger scale
No labeling or dual
encoding at the largest
scale
2. Map Uses Bright/Rainbow/Unappealing Colors
2. Map Uses Bright/Rainbow/Unappealing ColorsCauses
Audience and/or use
case are not defined.
Public or
Visitors
Management
e.g. Status Reporting
Staff/Experts
e.g. Planners
2. Map Uses Bright/Rainbow/Unappealing ColorsCauses
Map maker is not familiar with
cartographic and design
principles VISUALhierarchy
ColorTheory
Visual VariablesHierarchy
1. Position changes in the x, y loc
2. Size change in length, area, repetition
3. Shape changes in shape
4. Value change from light to dark
5. Color changes in hue
6. Orientation changes in alignment
7. Texture variation in “grain”
Using Visual Variables
Order 2-3 types of features
Differentiate between 3-4 types of features
Order 2-5 types of features or Differentiate
between 2-6 types
Differentiate between 2-6 types of features, especially when used with higher level visual variables
Avoid using orientation and texture unless
these are intuitive and used in combination with higher
level visual variables
• Move as high up in the visual variable hierarchy as you can
• When possible, combine visual variables e.g. shape and color
Visual Hierarchy
Visual Contrast
Visual Contrast
Color Theory (For Maps)
• Features in different colors are interpreted as different
• Colors produce different sensory experiences
• Differentiating features by color alone may present
challenges for visually impaired audiences
Designing for a color-impaired audience(ADA Section 508 Compliance)
Use
Avoid UseBlue-green, blue
Orange, gold
Light green and dark red
Dark green and light red
Avoid
Distinguishing
feature by
color alone
Green, red, orange and yellow
with same saturation and value
Size and
value (or
color)
Different shapesLabel and color
1
2
3
Color Theory (For Maps) Continued
• The impact of “color” depends on it’s relative
lightness/darkness and saturation/chroma
Specifying color: CMYK and RGB
RedCyan
0 100
Magenta
0 100
Yellow
0 100
Black
0 100
82 C
31 M
0 Y
10 K
Red
0 255
Green
0 255
Blue
0 255
20 R
150 G
230 B
Specifying color: HSV
Saturation
0 100
0 100
Hue
0 360255
Value
46
75
255 H
46 S
75 V
Specifying color: HSV
Saturation
0 100
0 100
Hue
0 360255
Value
46
75
194 H
46 S
75 V
255 H
46 S
75 V
194
10 points of
separation for
adjacent features
30 points for non-
adjacent
Specifying color: HSV
Saturation
0 100
0 100
Hue
0 360194
Value
194 H
16 S
95 V
46
75
194 H
46 S
75 V
16
95
10 points of
separation for
adjacent features
30 points for non-
adjacent
Appealing MapsRecommendations
• Understand that cartography is its own art,
science and skill set
• Understand that maps are means of
communication, not just pretty art
3. Acquire cartographic skills
a. Hire staff with cartographic skills
(graphic design)
b. Provide cartography training for GIS staff
c. In a pinch and/or if resources are not
available, seek expert help
3. The Maps We Produce Look Inconsistent
3. The Maps We Produce Look InconsistentCauses
Lack of standards, especially
for web cartography
Existing (e.g. web design)
standards are not being
applied
Cartographic Standards/Guidelines ExamplesUS Department of Agriculture Visual Standards Guide 2013
Cartographic Standards/Guidelines ExamplesNY State Branding Overview, Guidelines and Architecture
Cartographic Standards/Guidelines ExamplesColorado Brand Guidelines
Cartographic Standards/Guidelines ExamplesColorado Brand Guidelines, continued
Cartographic Standards/Guidelines ExamplesUS Department of Veteran Affairs Graphic Standards
Cartographic Standards/Guidelines ExamplesUS Department of Veteran Affairs Graphic Standards, continued
Cartographic Standards/Guidelines ExamplesUS Department of Veteran Affairs Graphic Standards, continued
Cartographic Standards/Guidelines ExamplesUS Department of Veteran Affairs Graphic Standards, continued
Cartographic Standards/Guidelines ExamplesUS Department of Veteran Affairs Graphic Standards, continued
Cartographic Standards/Guidelines ExamplesUS Department of Veteran Affairs Graphic Standards, continued
Consistent MapsRecommendations
• Understand that cartographic consistency
is important for
- Brand identity
- Map reading speed
4. Assign Chief Cartographer/Carto SMEs
5. Establish and document carto
standards/guidelines and practices
- Consistent with web presence
- Leverage existing industry standards and carto
best practices for the medium
- Practices should allow for iterative development
- Define color and typography use per theme
- Curate resources and procedures, esp. QC
- Review periodically
bleff@esri.com
Recommendations for Effective and Attractive Maps
1. Define a single audience and business use case for each map
a. Build multiple maps, if many use cases or audiences exist
b. If starting with the data, categorize it thematically, hypothesize an audience and use case
2. Consider map look and feel asap: simplicity, color use, typography
3. Acquire cartographic skills on staff
a. Hire staff with cartographic skills (graphic design)
b. Provide cartography training for GIS staff
c. In a pinch and/or if resources are not available, seek expert help
d. Assign a Chief Cartographer or a group of Carto SMEs
e. Establish and document cartographic standards/guidelines and practices
Marker Symbol Options
• Character and stacked character markers (glyphs from a font set)
• Raster graphics (pictures)
• Vector graphics (.SVG)
Scale-Based Sizing
• At the symbol level
• Only for line features
• Not currently reflected
in the TOC or legend
Scale-Based Rendering
• At the layer level
• Using unique values
• Can use multiple attributes
• Can be used in combination with
scale-based sizing and display filters
• Single layer in the TOC with alternate
symbols at the different scales
Display Filters
• At the layer level
• Like query definitions by scale
• Independent of symbology
• On the Appearance tab
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