UPCOMING WEBINAR: 10 Market Research Predictions Over the Next 4 Years A brand funnel is a great visualization that shows the performance of brands on a series of "health" metrics, such as awareness, consideration, and trial, and allows researchers to identify at which stage in the funnel users are dropping out, i.e., how well is my brand doing in converting users who are aware of my brand to purchasing it?
When creating a brand funnel visualization, you might find yourself asking how can assign a different color to each funnel, so that my brand is in one color and my competitor brands are in different colors?
See the example below:
This article briefly recaps how to create a Small Multiples Funnel visualization in Displayr, but more specifically focuses on how to assign different colors to each funnel.
Requirements
You will need a Brand Health Table to use as the base. Create one by following the steps in this article How to Create a Brand Health Table.
Method
Step 1: Create a Small Multiples Funnel Visualization
After you create the Brand Health Table, you will need to add a Small Multiples Funnel Visualization and hook it up to the Brand Health Table. Here is how you would do this:
1. In the toolbar, go to Visualization > Bar > Small Multiples Funnel. Click and drag on the page to add the funnel visualization.
2. Select the visualization and connect the brand health table you created previously to the visualization. Go to the object inspector and select the table in Data > Data Source > Data.
Step 2: Format the colors of each funnel
The idea here is that you will create a separate table with the same dimensions as your Brand Health Table. In the example above, we have a Brand Health Table with four rows and four columns. Therefore, the new table should honor the same dimensions. This table will be the input to assign the different colors to each funnel. Here is how you would do this:
1. In the Data Sources tree, click to add a new data source.
2. Expand the Advanced data file options section.
3. Update Data format to Summary table.
4. Click Paste or Enter Data.
5. In the Enter or Paste Data window that pops up, add the row and column headers in the same order they appear in your Brand Health Table. The order is important, as this is what Displayr will use as a reference to correctly assign the colors.
6. Now, assign a number to each column in your table. Each column should use a unique number, and all the rows in the same column should have the same number. See the example below. Once you are done, click OK.
7. A new summary table will appear in the Data Sources tree. Drag the table from the Data Sources tree onto the page to create a table.
8. Select which rows and columns to include. The quickest way to select all is to click in the upper-right cell to select all rows/columns.
9. With the table still selected, from the object inspector, go to General > General > Name and give it a descriptive name, i.e., Color.Input.Table.
10. Select your Small Multiples Funnel Visualization and go to Chart > Data Series > Color Palette > Custom Palette. In the Custom Palette field that appears, add the hex codes of the colors you would like to assign to each category. Ensure the hex colors you want to assign to each category are in the same order they appear in your Brand Health Table.
11. In Data Series > Values, select the table you created earlier at Step 9. This will now assign each funnel its color based on the hex colors you used.
Now you have a Small Multiples Funnel Visualization, with specific colors assigned to each funnel.