Each stage of a business requires its own set of perspective and retrospective that gathers and reads data from the past period. Every business decision, action, and the result should be translated into the objective information. And since these numbers cannot levitate randomly into the air, we need to put them in maps for further comparison.
However, things are not that simple. Visualization started to represent an important part of our professional life. Today, we’ll enter the neuropsychology realm to understand how they really work.
1. Our Mind is a Visual Learning Tool
People have been using maps to visualize their location and measure any other factor according to this point from the early 17th century. The first major mapping work was Napoleon’s invasion of Russia which can be seen as the pioneer of statistical graphics that will reshape the business world today.
With the massive power of processing computers have come to possess, it was easy for businesspersons to blend large amounts of data with pictures, graphics, and maps. However, neuropsychology tells us that something else happens beneath the surface of this practice.
A study from 2004 discovered something wonderful: that mental power is more effective than we might even dare to think. For 12 weeks, a group of 30 young men performed mental contractions for 15 minutes almost every day.
This exercise required a visual experience, where the person is practicing the act of mind contraction. Basically, you do a mental practice of a physical exercise. The results ended up to be awe-inspiring. The group of volunteers gained up to 53% in strength at the end of the experiment.
This means that data visualization is not just a way to understand what happens within the company, but also to project each step to evolution. When the numbers and visuals compile a list of conclusions which target the key to success, we can visualize the result and understand what it takes to get there. We carry this picture with us in our daily work routine and organize everything in relation with it.
Combining technical knowledge with the clear path you have in mind will result in a more effective workflow where gaps and uncertainties are no longer present. This means that reading your visual data before starting any project will get you half closer to your goal even before starting to implement any action in this direction.
So, there are official studies that confirm the concept that “seeing is believing.” The mind and body are in a constant synergy, and they communicate with each other better than we think. Visual practice will teach the physical system how to behave before even trying the new exercise. This is a breakthrough in neuropsychology as it finally discovered the invisible link between body and thoughts.
2. Visualization and Maps
There’s a new term that no English-language dictionary has yet approved, but many fields like psychology and geography have already put it into circulation. This term of interest is wayfinding. It signifies the movement we start with the purpose to reach a specific destination.
This final point should be imagined as further away from the start point as possible, which holds true for any kind of traveling. Since the distance between the first and last point cannot be covered by the naked eye, the traveler cannot perceive it as a whole. The path also includes obstacles and detours, which makes it impossible to preserve a straight line.
Since the distance between the first and last point cannot be covered by the naked eye, the traveler cannot perceive it as a whole. The path also includes obstacles and detours, which makes it impossible to preserve a straight line.
Wayfinding is a way of cognitive mapping. You can’t really say that you just know your way to work because you know what street comes after another. You are actually projecting an image of a map in your mind. Thus, wherever you are going, your brain is always putting you in that cognitive mapping.
People always have this feeling during their trips. They think they are on the upper side of the city, to the left of a familiar landmark or other such territorial references, which let them know that they really are where they want to be.
People always have this feeling during their trips. They think they are on the upper side of the city, to the left of a familiar landmark or other such territorial references, which let them know that they really are where they want to be.
Wayfinding can happen through several means, namely oriented search, a marked trail, exploration between landmarks, path integration, habit, and consulting a cognitive or a cartographic map. Most of these methods rely on empirical notions. This happens when you use your senses to find a new place.
When you are in an unknown area and want to reach a certain point, let’s say you employ wayfinding by asking someone how to get to a Golden Corral restaurant for a breakfast menu. However, no matter how precise the instructions are, they can’t guide you very well all the way to the destination. Often times, they will advise you to ask someone else when you get closer to your desired place.
When you are in an unknown area and want to reach a certain point, let’s say you employ wayfinding by asking a person on the street for directions. However, no matter how precise the instructions are, they can’t guide you very well all the way to the destination. Often times, they will advise you to ask someone else when you get closer to your desired place.
This is where cartographic maps come in. As illustrated above, the audio instructions fail to provide a comprehensive understanding of the ideal route. With the lack of a cognitive map, a person can’t process too many special points at the same time. Left and right become confusing since you don’t have any known landmark to measure when it is the right time to change the direction. A cartographic map will solve all these blind spots.
Let’s say that the person you ask for directions in an unknown area draws you a map. The person will not only draw lines and arrows, but he or she will also mark down some streets or buildings that you can use as points of reference. Now, you will reach the destination with no extra efforts.
This success is more than just the result of a helpful person on the street. As we studied in the first part, the power of visual practice has a say in this. The audio instructions have next to no impact in guiding a foreigner in a new city. However, a physical map will employ visual memory which will allow you to translate the physical distance of several miles with all its detours in one simple image. Before you even start taking the journey, the success will be half way there as you know exactly where you are at any given point or moment.
However, a physical map will employ visual memory which will allow you to translate the physical distance of several miles with all its detours in one simple image. Before you even start taking the journey, the success will be half way there as you know exactly where you are at any given point or moment.
3. Maps and Business
And we’ve finally reached the chapter where we clearly see the connection between maps and the world of business. All companies have one goal in common. They all rely their success on consumers. Once people start buying their products or services, the business will flourish.
Like any other interaction, potential clients build a relationship with the brand before making their purchasing decision. Anyone who accesses a commercial website reads product descriptions, reviews, and views the social profiles, will get in connection with the business. However, for the transaction to happen, they need to trust that your products or services are exactly what they need.
With data visualization, you can win over your audience and generate them into clients. By simply empowering them through visual practice, you will activate people’s capacity to learn more about your company from one single image. By transposing the huge number of happy customers in a map, it is enough to tell your online visitors a fascinating story about your business performance.
Once your leads gather enough data to create trust in your product, their next move will be to research your whereabouts. In lack of information on your website, they will appeal to the services of a third party. Being a digital service, your leads can be won over by the new page with alluring commercials or other marketing techniques. The chances are they will not return to your products.
To avoid this loss, you can fill the gap with a map of your own. Once you create this additional and useful information, you can promote it to your subscribers or social followers through newsletters, e-mail signatures, and social posts. This way, potential customers will be able to visualize your nearest shop, and traveling will not be an argument against their purchasing decision anymore.
Moreover, the maps filled with data can provide invaluable support for the business itself. Maps with filtered data according to locations can offer you a bird’s eye view of current trends. This is a great way to start learning purchasing behaviors and how they vary from area to area. From here to segmentation is just a small step. You can tailor each campaign to target only one particular area to activate its full marketing potential.
Conclusion
Cartographic maps are in a strong connection with the power of visual practice. This is good news for any kind of business. All maps have as main goal to dispel any confusion that might inhibit potential clients to trust your products. Furthermore, visual data can create a cognitive influence for people to make purchasing decisions. Once they visualize the location of the nearest shop, they will get one step closer to their transition to customers.
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