The Phototrails project is a case in point of best practices in digital humanities, with its integration of large scale data analysis along the line of clear human culture and behavior themes. It effectively brings millions of Instagram photos to the table to reveal patterns, but it presents the data with tools that are both visually stimulating and easily accessible for interpretation. It aims at making complex information understandable. The project is transparent in methods and sources of data, contributing to confidence and its academic value.