Today’s effort comes to me via friend and colleague Richard Donohue, who let me know about the good people of Ledge Wind Energy. You see, Ledge Wind Energy wants to build a wind farm in Brown County, Wisconsin. As part of this process, they filed many, many documents with the Wisconsin Public Service Commission, which you can read for yourself if you visit the linked site and then click on the link for Ledge Wind Energy (seems to be no way to link it directly).
Among these filings were a whole series of maps, one of which I’d like to focus on.
Above is a map from Appendix W, showing the noise levels the wind farm is expected to generate. It was prepared for Ledge by Michael Theriault Acoustics, a noise control consulting firm in Maine.
This is not the most attractive cartographic product. It’s full of bright colors and high contrasts; it sits on top of a busy base map and features a cluttered, haphazard look. But why does this matter? The map gets the information across; does it matter if it’s devoid of aesthetic appeal?
Yes, yes it does. Wind power is a contentious issue, and if you look at the PSC website, you’ll note that citizens made hundreds of public comments on the proposal, many of them denouncing it. Every document that Ledge filed was scrutinized by members of the community who had to decide whether to sign on to the project or to try and stand in its way. And as they turned each page they saw maps which unfortunately looked like the above. Ledge Wind Energy has taken their community and made it look ugly. This doesn’t look like a happy future; it looks like a noisy one with garish colors. It doesn’t look like a map of a place I would want to live, and so it makes me want to oppose the company that’s trying to bring about the scenario depicted. This map is Ledge Wind Energy telling the people of Brown County that they’re going to be besieged by giant blue and purple amoebae.
It’s appearance is amateur, and that subtly makes Ledge look amateur. If they don’t take care to hire someone to make a quality map, one that’s legible (note the numbers in the image above) and isn’t unpleasant to look at, can they be trusted to put up heavy machinery in my town? Where else are they cutting corners? Companies that want to be seen as doing quality work need to do it not just in their main line of business, but in everything that’s got their name on it. All of it figures into how we assess them.
Most of the effort here was clearly devoted to the data, rather than the representation. This is raw GIS output; it’s designed more for the computer than the human. I’m sure many of the citizens of this area take pride in their community. This map’s appearance tells people that Ledge considers their homes to be points in an analysis. The land they live on, the land their ancestors lived on, is just something that needs to be fed into a computer. It’s quietly dehumanizing, which is a poor way to win people over to your vision. We’re used to maps like this, sure, so it’s not a conscious affront. But consider it in contrast to a better designed alternative that suggested the landscape is more than just data.
This map is a missed opportunity. This was Ledge’s chance to show people an attractive future. Imagine if more attention had been paid to aesthetics. Subtler colors that actually go together harmoniously. Show the noise polygons, but give them a less jarring, threatening color scheme. A cleaner, less cluttered style. Make the community look good; make the people there feel good when they see their community being represented. Ledge could have shown the people of Brown County that they care about doing quality work, that they care about being a partner in building a beautiful community. That these people are more than just numbers. Think of how few people make maps of this rural area, and how much goodwill Ledge would have generated by giving citizens a rare series of lovely maps of the places they care about. It shows knowledge of the community; an investment in it.
This map and the many others of similar quality which Ledge filed did not stay confined to the halls of government; they’ve been seen by the residents of the project area. Brown County Citizens for Responsible Wind Energy, for example, makes use of several of Ledge’s maps as part of their effort to stir up opposition to the project. Here’s their version of the noise map, to which they added a subtle Google Maps base and a few road names.
These maps are most definitely out there, and it seems like a poor marketing move to spend so little effort on the design of something that’s part of how Ledge interacts with the community.
Beyond the value of good aesthetics, a few other quick points are worth making about the noise map. First off, it has a pretty weak visual hierarchy. The noise polygons compete with the yellow dots which compete with the green parcels and the red numbers. Everything stands out equally, which means that nothing is prominent. I don’t know where to look first. No one is telling me what’s important or visually suggesting an order in which things should be read. I can’t focus on one type of data without being distracted by another. Everything screams for attention with bright colors in a sensory assault. Arranging things in a visual order, with the noise polygons being most prominent, and the houses just behind, and everything else faded into background, would help significantly.
Oddly, there are two legends on this map, and one is entirely verbal. The parcel boundaries and the green squares are described in a visual legend by the lower left corner. Below that is a written description of what the yellow dots mean and the blue and purple colors. Seems like those items ought to go into the visual legend, where people can compare what they see on the map to its meaning, rather than having to trying and imagine it based on description.
Lastly, I’ll point out that, under the noise polygons, you can’t actually tell which parcels are green and which parcels are not. It is an obvious waste of time and effort (both the mapmaker’s and the reader’s) to put data on the map and then not actually make it legible. Again, the map seems ill thought out. It looks sloppy, and this does not cast Ledge in a positive light.
I’m sure that Ledge Wind Energy asked their contractors to put together some quick technical maps on a tight budget. I do not fault the people who intended to simply generate a data visualization to answer a question for a regulatory filing. In my mind, though, Ledge missed an opportunity to help their cause by skimping on the design budget and not thinking past the data.