April 22, 2009, 8:27 am
Broken on Purpose
by Henry Woodbury
Filed under: Charts and Graphs, Cognitive Bias, Information Design, Language, Marketing, Visual Explanation
Seth Godin at Gel 2006 explains how This is broken. What is broken? Almost everything.
Including Napoleon’s March to Moscow.
Starting at 17:53, Godin buries Edward Tufte in order to praise him. Note that Godin doesn’t really bother with the graph itself, but rather Tufte’s promotion of it as “the best graph ever made.” Godin responds:
I think he’s completely out of his gourd and totally wrong!
If you need to spend 15 minutes studying a graph you might as well read the text underneath. Godin then backs off. Tufte’s promotion of Napoleon’s March, he says, is an example of something “broken on purpose”:
For the kind of person you want to reach — they want to read a complicated difficult to understand graph and get the satisfaction of figuring it out, because then they get it…. Sometimes the best thing to do is break it for the people you don’t care about and just make it work for the people you do.
Agree?
Watch the rest of the talk as well. It’s a very funny, pointed critique of bad information and product design.
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