Heat maps may not be used as much in research reports these days but I think they are still an excellent way to visually capture and share complex information in one compelling snapshot. The appeal and magic of a heat map is that it’s easy for just about everyone to quickly see, process and grasp patterns in the data. It also generates a lot of attention when the heat map reveals an interesting pattern. A well-constructed heat map is still a great tool to quickly capture attention and spark a BIG picture discussion in any presentation.
Consider the above example—a partial heat map I recently saw in a blog post. Without knowing anything more about the context of the data represented, you can quickly see the large red patch indicating that something really bad happened along the right side and consistently down the page.
What if I told you that this was part of a larger heat map that Vanguard’s chief economist used in a recent presentation while discussing the future of the economy and housing sector? And, that the x-axis (horizontal) is a timeline and the y-axis (vertical) is housing market data by state. Now, the information presented quickly takes on additional meaning. In just a few moments, you have processed a snapshot of a very complex data set spanning 20+ years. That is the power of a great heat map.