| Perception |
| Visual Encoding |
Mapping data values to position, length, colour, and shape |
| Pre-attentive Attributes |
Visual properties the brain processes within milliseconds |
| Gestalt Principles |
Proximity, similarity, continuity, closure, and figure-ground |
| Design Craft |
| Colour Theory |
Hue, saturation, and lightness applied with intent and accessibility |
| Typography |
Choosing typefaces and sizes that aid scanning |
| White Space |
Negative space as a tool for grouping and breathing room |
| Visual Hierarchy |
Guiding attention from the most to least important elements |
| Chart Junk |
Eliminating decorative ink that distracts from the data |