There's a reason why 'Where's Wally' is so effective and enduringly popular. The human brain is evolved to use colour, shapes and patterns as catalysts for cognitive recognition. These originally enabled us to spot threats in the environment; now they enable us to spot trends and sequences in charts more easily.
As we all know, a lot of today's businesses have extensive data on us as consumers. Be it our favourite social network, the local supermarket or the bank. But not a lot of that insight is ever used to its full potential, either for the business, or the consumer.