Flowing with Information: Creative Uses of Sankey Charts

Sankey diagrams, named after their inventor, engineer Sankey in 1898, have evolved from a simple way of visualizing energy flows in steam engines into a powerful tool for representing complex flows of data in various domains. These charts are designed to visualize flows from one set of values to another, making them particularly effective for displaying data about energy transfer, economic flows, and more. In today’s data-driven world, Sankey diagrams are not only used for traditional analysis but have also found creative applications beyond straightforward data visualization.

Step 1: Understanding the Basics

At their core, Sankey diagrams are flow diagrams that use widths of the arrows to represent the quantities being transferred with the arrows. For example, they can show the transformation of energy from one form to another, the progression of a customer through a customer journey, or the transformation of resources within a production line. Typically, the process is shown on the left, and the waste or final state is shown on the right, with the arrows connecting the two. Here’s a simplified breakdown of crafting one:

1. Identify the Flows: Clearly define what is being transferred, from where, and to where.
2. Quantify the Flows: Assign numeric values to each flow.
3. Arrange the Categories: Organize the categories so that the dominant flows visually stand out.
4. Design the Narrative: Decide how the chart conveys its story; whether through the sequence of arrows or specific values.

Step 2: Creative Applications

Sankey diagrams are uniquely suited for creative applications, beyond their traditional use in engineering and economics. Here are a few innovative uses:

Visual Storytelling: In journalism and marketing, Sankey diagrams can tell stories in a compelling way by illustrating the flow from initial concept to final product or the flow of audience interaction with a marketing campaign. For example, a Sankey chart could depict the spread of a viral content idea through social media platforms, highlighting the key channels of its flow and its diminishing impact as it moves further from its origin.

Educational Tools: Teachers and educators can use Sankey diagrams for explaining processes that occur in nature or technological systems, such as the water cycle or the energy conversion processes in a power plant. These visual aids can help students grasp complex concepts in a more intuitive manner.

Energy and Environmental Analysis: Beyond engineering, they can provide insights into environmental studies. By analyzing the flow of resources needed and produced in specific processes, Sankey diagrams help in assessing the sustainability of those processes and identifying areas for improvement.

Customer Journey Mapping: In the digital age, businesses frequently use Sankey diagrams to map out customer journey analytics. By visualizing the paths customers take within a website or mobile app, companies can see where users are dropping off or navigating in unexpected ways, guiding them to improve user experience.

Step 3: Making the Most

To make the most of Sankey diagrams, here are a few tips:

1. Keep it Simplified: More than one layer of data can confuse the viewer. Focus on key flows.
2. Use Color Wisely: Color coding can help distinguish different types of flows and make the chart more engaging.
3. Avoid Opacity: Keep all elements of the Sankey diagram somewhat transparent, allowing the underlying information to show through.
4. Be Open to Feedback: Users may suggest new ways to categorize data or present findings. Embrace this input to improve the quality of your visualization.

Conclusion

Sankey diagrams are a versatile tool in the arsenal of data visualization. Their unique ability to represent complex flow data makes them not only useful but also enjoyable to manipulate and interpret. Whether in scientific research, business intelligence, or storytelling, Sankey diagrams have a place under the sun, helping us understand the world through the lens of data flowing in all sorts of directions.

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