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How to Smart Map: Color

A simple guide for color use within ArcGIS Online

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 This quick guide introduces quick, easy ways to tell captivating stories with your maps by using the color options within smart mapping.

Getting Started

Color is a powerful instrument when mapping your data, because it can help create clarity about the underlying message your map shows. As the map-maker, you are the most valuable tool when creating a narrative around your data. 

When working with your data in ArcGIS Online and Enterprise, choose the Change Style option to work with smart mapping.

Smart mapping helps you create beautiful and informative maps, quickly. It is a capability, that by default, sets the cartography of your map based on the significant values within your data. 

Color can help you tell a story about your data. This map uses deep reds to highlight counties with above-average unemployment.

There are many different color options available within smart mapping, and it is simple to adjust the map's colors to match the message you want to show with your data. Using color as a tool within your map can also lead to more clarity about your data. So how do you know which options to use?

It's as easy as 1-2-3

1) Plan it

2) Basemap it

3) Color it

1) Plan Out Your Message

This step is a mental exercise. It only takes a moment, but can help you later when you are making your color choices. Think of your map as the interface to your data. You have been tasked to create this interface, so it is important to be as clear as possible for your audience. 

You want to relay an important message, so take advantage of color to tell your narrative, rather than just dumping data onto the map. Really consider why you are making your map:

Are you answering a question?

Are you trying to convince someone to take action?

Are you telling a story?

Are you trying to learn something new?

No matter your purpose, make sure to think through what you are trying to relay to your audience. An important way to get the intended reaction out of your audience is to simply be conscious about what colors you use in your map. 

By instinct, humans react to different colors, so therefore, color can influence the way people perceive the message being told by your map. For example, when a strong red is used alongside a strong green in a map, the map reader might associate the red as bad and green as good. 

The combination of red and green can also cause issues with colorblindness 

Seems simple enough, right? Almost. 

Red doesn't always mean something negative is being shown by the map, just as green doesn't always mean something is good. Green can also be associated with money or nature, while red can be used simply to draw attention.

Dark colors on a light background gives emphasis to important data values

As the map-maker, it is important to consider what story you are trying to tell within your map, and the colors you choose can steer the way someone comprehends this story. Use your knowledge about the topic and your audience as you make your color choices.

Strong colors tend to incite strong emotion, while more subdued colors might subdue the overall pattern shown within a map. Each map is different, which is where your personal judgement as the cartographer comes in handy. Take a step back and think about the immediate story being told with your colors, and always consider the message your map needs to tell.

Keep in mind that your audience may only have moments to make a deduction based on your map, so you want to be as clear as possible. 

2) Choose Your Basemap Wisely

The best foundation for an informative map is your basemap. The first thing you want to do before making color decisions on your features is to pick a basemap appropriate to your map topic. Smart mapping will offer color ramp options suitable for each basemap, so this is important as the first step.

When selecting a basemap, think about what you want to emphasize in your map. Basemaps provide a valuable reference for the world, so consider if you want your audience to understand something about the area surrounding your data, or of you want the focus to be on the data itself.

Are you mapping natural features? The Topographic or Terrain with Labels basemaps offer an informative backdrop to the map.

The Topographic basemap shows human and natural features

Do you want to emphasize your data with less focus on the background? Try the Light or Dark Grey Canvas options, which provide a subtle reference. 

The Light Grey Canvas basemap can be a neutral backdrop to your data

To select a global Esri basemap, use the Basemap Selector along the top ribbon in the Map Viewer:

The Living Atlas of the World also contains additional basemap options:

Basemaps also allow you to add transparency the same way you would with a data layer. Using this technique on the reference layer or the basemap itself can minimize distractions for your audience, and draws attention to the data. 

You can add transparency to the reference layer within your basemap to tone down labels

Once you have chosen the foundation for your map through a basemap, its time to explore the color options within smart mapping.

3) Consider Color Theory

Smart mapping is packed with tools and color options to help you tell a story about your data, with or without a cartographic background.

Let's dive in by looking at some basic ways to use color ramps:

As you just saw, small adjustments can make a world of difference within your maps. For more on this, the blog "6 Easy Ways to Improve Your Maps" covers some additional ways to make your story clear using the smart mapping options.

Using These Skills

To review, there are 3 easy tips to help guide you on your map-making journey:

Plan it - Basemap it - Color it

While smart mapping can create a valuable default map for you, these basic tips can help you create more informative narratives using your knowledge of the data. Smart mapping allows you to try new things and immediately see them in action before applying a change.

Ready to give it a try? Visit any of the maps listed below to start experimenting with the color options available in smart mapping.

Don't be afraid to get out there and play with the different options within smart mapping. You never know until you try!

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