A great map tells a story which reflects existing conditions, historic patterns, and trends for any given geographic area. The story may include demographic information, land-use data, market- or industry-specific information. How these elements are manipulated will determine which story, or slant, will be portrayed. 

For example, use of color sends a specific message to the map's audience.  If you shade something red, it usually implies either a high value (in the case of quantity such as increased population), or it could represent negative trends, such as financial loss.  If you want your audience to walk away with a certain conclusion, pick your colors carefully.

In addition to telling a clear story, a good map also includes the following essential elements. These elements are included to remove any guesswork on the part of the map's audience. These items include, but are not limited to:

• North Arrow (top of map should preferably be north)

• Scale bar 

• Legend (to identify depicted features)

• Title and/or Description (short & clear)

• Author and/or Company Logo

• Disclaimer and appropriate Copyright information

Maps should be uncluttered, all text should be large enough to read, and all colors should  harmonize.  Typically, background colors should be neutral or light, and darker or more bold colors should be used to emphasize the data which is telling the map's story.

If creating a thematic map (where different shades of color are used to represent different values), try to keep the number of different colors or shades to five or less.  The human eye begins to have trouble deciphering color ranges if too many subtle shades are used.

Try to avoid mixing too many different font types. If mixing font types (serif, sans serif), try to use them in separate sections of the map. An example would be to label all roads and map features with Arial font (sans serif) while using Times font (serif) for titles or a description. 

One common mistake is to include too many stories on a single map.  While this is impressive in that it can be done with powerful mapping software such as MapInfo Professional^®, it doesn't mean it should be done. In most instances, it is better to focus on one message rather than trying to include "too much information."  Remember, your audience should get an almost instant conclusion at first glance. They shouldn't have to spend hours trying to decipher the map.  If a lot of information needs to be depicted, consider creating a map series or a map collage instead.

Want to learn more about mapping?  We recommend the following books:

How to Lie With Maps
by
Mark Monmonier,
H. J. De Blij

How Maps Work: Representation, Visualization, and Design
by
Alan MacEachren