Rinse and Repeat: Repetition in Qualitative Data Design
Pattern recognition is so ingrained in us that its a skill that most people don’t even know they have, let alone need.
According to a 2021 article published in Psychology Today, “Humans can't help but look for patterns and find structure in the information coming their way.”
In fact, we’re wired to be so good at this that computer algorithms have yet to be developed that outperform the human mind. This evolutionary built-in pattern recognition capability is one of the things (among many) that distinguishes humans from most of the animal kingdom.
Pattern recognition is so ingrained in us that its a skill that most people don’t even know they have, let alone need. In qualitative research, we know we have that drive. And we use it to look for patterns in human behavior, experiences, and emotions to identify themes and key insights. As qualitative researchers we are experts in identifying patterns and repeat behaviors.
Guess who else recognizes that evolutionary deeply engrained human instinct to see patterns and enjoy repetition? Artists, Graphic and Visual designers. Heck, even musicians and writers recognize that patterns and repetition is pleasing to the human ear and eye. That’s why repetition is a key fundamental principle of visual design.
This deep familiarity with pattern and repetition - that qualitative researchers share with artists and visual designers - can easily be translated to qualitative data design using the visual design thinking framework. It’s really cool.
This blog post will delve into the significance of repetition within the framework of visual design thinking and explore practical techniques for its effective implementation in qualitative data visualization.
Understanding Repetition in Visual Design
Ok, so what is Repetition in visual design? Quite simply, repetition is the systematic arrangement of elements to create a sense of rhythm, order, and visual interest. Let’s look at a few examples from the arts:
Music: Think of your favorite song. How is it structured? Is there a catchy chorus you sing out at the top of your lungs when driving in the car? Are there lyrics that repeat, making it easy to memorize the song? What you are tuning into (see what I did there?) is the rhythm of the song. The rhythm is simply the ‘pattern’ in time of the song. Look at the image below (courtesy of shedthemusic.com) and try clapping your hands when indicated. Repeat it a few times and you’ll find yourself quickly engaging in a rhythm.
Writing and Literacy: Let’s talk poetry! I remember listening to my 8th grade English teacher reading us Lewis Carroll’s “Jabberwocky” thinking, I have no idea what this is about, but it sure is nice to listen to! Almost 20 years later, I only slightly know what that poem is about, but I still enjoy listening to it being read aloud. And that’s because, even as a nonsensical poem, “Jabberwocky” follows a repetitive pattern – the ABAB rhyming scheme and iambic meter - that makes its nonsensical words pleasing to the ear. You can hear this patterning occur in the wat Benedict Cumberbatch reads “Jabberwocky” in this video.
Art/Visual Design:
Do any of these names sound familiar? Yayoi Kusama, MC Escher, or Andy Warhol? How about some of the works below?
Image 1 - M.C. Escher, Sky and Water I, Woodcut, Image pulled from mcescher.com
Image 2 - Andy Warhol, Marilyn Diptych, Image pulled from theartist.me
Image 3 - Yayoi Kusama, Pumpkin outside the Hirschhorn Museum, Washington DC, Image pulled from Trip Advisor
Notice any similarities?
They all use pattern and repetition in their work. It’s what each of these famous artists are known for.
One of the techniques that visual artists use to draw a viewer in is the use of patterns and repetition. They can also use it to repeat elements, motifs, etc., throughout their art, making it easy to identify and see each individual work part of a whole collection.
The Role of Repetition in Visual Design Thinking
I’m sure you are probably thinking something like ‘Ok, Karen, great examples of pattern and repetition, but how the heck does this help me design my data? I’m a qualitative reseracher, not an artist/designer!’
And, I hear you. But, I also want you to notice that pattern recognition is practically universal – regardless of whether you are visually seeing it in art or ‘seeing’ it through repeated behaviors - and since you are already an expert in finding the behavioral patterns as a qualitative reseracher, you can adapt that skill to qualitative data design.
In visual design, pattern and repetition do more than simply add visual interest - they provide structure, direct attention, and help identify recurring themes or key insights form the data that may have been overlooked initially.
By introducing repetition - whether through shapes, colors, or layouts - we reinforce the repetitive nature of certain themes. And because humans are hardwired to recognize patterns, incorporating repetition subtly into qualitative data design can help viewers quickly identify areas of significance without having to dive deep into dense text or complex analysis.
In the context of qualitative data design, this principle can be applied in various ways:
1. Shape and Icon Repetition: Consistent use of shapes and symbols can reinforce key themes and concepts, allowing viewers to spot trends effortlessly. Repeated shapes across different sections also create visual harmony and build a connection between related data points.
A great example of repeated icon use is the pepper scale you see in restaurants. One pepper = a bit spicy, 2 peppers = medium spice, 3 peppers = more spicy, etc. They are using the pepper icon to easily tell their customer what dishes many might consider to be “spicy” (of course spicy is subjective and depends on your spice tolerance/preference – but hey, Qualitative data can be subjective too!)
You can also use a unique shape or icon to call out an outlier or unexpected insight with minimal effort. Given how the human brain likes to see patterns, something disrupts the pattern is very noticeable and instantly draws the eye.
2. Consistent Color Palette: A cohesive color palette can enhance the visual hierarchy and guide the viewer's eye through the data. Consistent color schemes are a subtle but powerful way to guide viewers through data narratives. Assigning specific colors to particular themes allows for an instant understanding of which insights belong together. Because of how subtle color repetition can be, it has the added benefit of making each individual visual - no matter how different they are – contribute to the data story as a whole.
3. Typographic/Font Uniformity: Maintaining a consistent font family, size, and weight can improve readability and enhance understanding. It can also lend itself to creating a visual hierarchy that makes it easy for the brain to scan and grasp key insights. It is recommend that you use not more than two types of font.
This one can be a bit tricky as sometimes fonts look so similar that we may not realize the program we are using to create our visuals may have switched what font we are using. This can be caused by several things, but usually it is because someone chose a special font that someone else viewing the deck does not have, so your program substituted it with a default font.
4. Grid Layouts for Structure: Grid systems provide structure and order, making the visualization more organized and easier to navigate.
Image pulled from https://scicommsuccess.com/the-power-of-grids-in-powerpoint-design-enhancing-consistency-and-engagement/
Using a structured grid in tandem with repeated elements (like those listed above) gives your data a visual "rhythm." which helps to reinforce recurring themes, allowing viewers to focus on the flow of insights and overall findings rather than individual data points (unless you want them to – and that may happen). Grids can also reduce cognitive load by making the data easier to scan.
By strategically employing patterns and repetition, qualitative researchers can create visual data designs that are not only aesthetically pleasing but also highly informative and engaging.
What page/slide was ‘that’ on?
While repetition is a valuable tool, too much of it can become monotonous
If you rely too heavily on repetition to the point that everything looks like it was copy/pasted, you will likely bore your audience, and your insights will be lost. The key is to introduce variety where it counts.
Image pulled from https://www.slidescarnival.com/learn/6-easy-tricks-for-designing-a-text-heavy-presentation
For example, if your design features repeated shapes, introducing a unique color or a new icon at crucial points will signal to the viewer that a new theme or insight is emerging. This approach balances predictability with interest, keeping the viewer engaged while still emphasizing recurring patterns.
Use innate human drive to recognize patterns to your advantage when designing data. Small changes in a design will ‘wake up’ our brains and catch our eyes.
Some Techniques for Implementing Repetition
So how can we – as qualitative researchers, not designers or artists – begin to incorporate repetition and pattern?
1. Identify Key Themes: Begin by analyzing the qualitative data to identify the core themes and patterns that emerge. Without identifying those key themes, how can we even begin to design data?
2. Create a Modular Visual Language: Choose a visual language – symbols, icons, colors, typography/font etc. - that aligns with the nature of the data. I often make a list of colors I plan to use (even if I’m working with a client’s specific brand color, I still make a list), and either draw or note down some ideas for icons that could represent themes, categories, etc. This helps me make sure that I am repeating the same design elements to create the visuals individually and yet, still make the data’s story feel whole. I also always double check that my colors and font choices are consistent, as sometimes the design programs we use (i.e. PowerPoint), will sometimes switch the colors and font choices around.
3. Establish a Visual Hierarchy: Determine the relative importance of different elements and assign that ‘status’ to each element in your visual language list. Consider establishing a grid layout or two that you can use to help ‘stage’ elements and insights together. Then use those established visual cues to guide the viewer's attention.
4. Test and Iterate: Have a coworker look at the slides you are designing and gather their feedback. Don’t be surprised if your visual language list changes as you work through designing the data. It is meant to be a guide, not a rulebook. At the end of the day, the goal is to make sure that your end-user will easily and quickly understand your qualitative data in an impactful and memorable way.
Conclusion
The ultimate goal of any visualization is to clarify the complexity of data. Data design is about making that information and insights understandable to others who are not familiar with the data. By integrating pattern and repetition thoughtfully, we create a visual language that resonates with viewers and highlights the key insights.
When using patterns and repetition, consider how each choice reinforces the story your data tells. Try to connect recurring visual elements with the insights you want viewers to remember. This practice not only adds depth but also enhances the design’s effectiveness, allowing viewers to intuitively understand themes without getting stuck in the details or becoming bored.
Sources:
Barkman, Robert C. "Why the Human Brain Is So Good at Detecting Patterns." Psychology Today. Psychology Today, May 19, 2021. https://www.psychologytoday.com/us/blog/singular-perspective/202105/why-the-human-brain-is-so-good-detecting-patterns.
"Beat Map Reading Examples." Shedthemusic.Com. Shed the Music, https://shedthemusic.com/beat-map-reading-examples.
"Jabberwocky By Lewis Carroll - Read by Benedict Cumberbatch." Laughing Cynic. July 15, 2017. Video, https://www.youtube.com/watch?v=Q_Um3787fSY.
Crossley-Holland, Peter. "Rhythm : Music." Https://Www.Britannica.Com/. Encyclopedia Britannica, October 23, 2024. https://www.britannica.com/art/rhythm-music/Metre.