A Glance at Tapestry's New Look

A Glance at Tapestry's New Look

As you know, the psychographic Tapestry Segmentation system Stratasan utilizes had a major overhaul when Esri released their 2014 datasets [You can find the specifics on these changes here]. The look and feel of the updated tapestries is better in every way. This superiority is true for both aesthetic and format. Let's look at an example of both of these below:

The New Look:

In terms of the “Look” of Tapestry, let's start by comparing the Tapestry Poster for the two most recent years, 2013 (The old segmentation system) and 2014 (The new segmentation system). When we're looking at this comparison, it is not necessarily the content of each poster or the differences between individual segments. The main thing to compare between the two is their composition. This includes the style, colors, layout, and ordering. Here's the Tapestry posters for the last two years:

2013

2013TapPoster_ForBlog

2014

2014TapPoster_ForBlog

The first thing you'll notice is how much better the new poster looks. Truly there's no contest here. The new styles the Esri Tapestry team utilized work so well! The new format looks modern, sleek, and comprehendible. Even at first glance, I felt that I'd be able to understand it's content quickly. The old poster looks drab, chaotic, outdated, and messy. The new one is clean and, simply put, looks better.

Having the colors on a black background makes the LifeMode colors pop off the new poster. The color scheme on the old one works, but its faded and drab feeling makes it hard to understand without closely studying its content. The new color system is clean and has a lot of variety. It's easy to look at a segment's color and know which LifeMode is belongs in.

In terms of layout there's no competition here either. Esri hit a grand slam with the new design. The segments in each LifeMode are grouped together instead of randomly placed together like the old poster. It just works. The old one is too chaotic, clip art dated, and uninspired to even hold a candle to the new updates.

Keep in mind that the point of this post is not to insult the old style, but to show you how much better the new one is and why you should be excited about using this data to better inform your strategic intelligence.

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A New Format:

The old segmentation system had segments named 1-65. Within these segments were all of the old LifeModes, but not in any corresponding order. The old ones are still very useful. Especially when you compare like colors on our maps that used the old system. But, it's hard to wrap your head around any large amount of block groups all labelled with [seemingly random] numbers.

This is one of our maps that used the old segments from last year:

2013TapestryMap

The format of the new segmentations is much easier to understand visually. First, like the older map, the LifeModes are grouped together. However, since they're symbolized using the new color scheme they look much better. Second, the labels make sense. Every segment's designation starts with its LifeMode number. The second part is an A-Z letter ranking of the segments within each specific LifeMode. For the most part, these can be used as accurate ranking within each group. This naming system makes it easy to comprehend what each segment is and it's position within each LifeMode.

This same map as the one above. This time using the new 2014 Tapestry Segments. They're easier on the eyes, actionable, and instantly comprehensible:

2014TapestryMap

Our entire team is more excited than ever about utilizing Tapestry data. Now that it's easier to use and more informative than ever, our customers can get to know their patients (and what they do) better than ever!

 

Esri esri tapestry segmentation GIS