Book

Review
Session
Bad graphs are everywhere

I encounter a lot of less‐than‐stellar visuals in

my work (and in my life—once you get a
discerning eye for this stuff, it’s hard to turn it off).
Nobody sets out to make a bad graph. But it
happens. Again and again. At every company
throughout all industries and by all types of
people. It happens in the media. It happens in
places where you would expect people to know
better.
CHAPTER
Importance
1 Of
Context
Exploratory VS Explanatory

WHO WHAT HOW

- 3 Minute story & Big Idea
- Storyboarding
CHAPTER Choosing
An
2 Effective
Visual
Simple text

When you have just a number or two to share,

simple text can be a great way to communicate.
Think about solely using the number— making it
as prominent as possible—and a few supporting
words to clearly make your point. Beyond
potentially being misleading, putting one or only
a couple of numbers in a table or graph simply
causes the numbers to lose some of their
oomph. When you have a number or two that
you want to communicate, think about using the
numbers themselves.
Simple text

The fact that you have some numbers does not mean that you need a graph! When you have just a
number or two that you want to communicate: use the numbers directly. When you have more data that
you want to show, generally a table or graph is the way to go.
Tables

Tables interact with our verbal system, which

means that we read them. Tables are great for
just that—communicating to a mixed audience
whose members will each look for their
particular row of interest. If you need to
communicate multiple different units of measure,
this is also typically easier with a table than a
graph.
Tables

One thing to keep in mind with a table is that you want the design to fade into the background, letting the
data take center stage. Don’t let heavy borders or shading compete for attention. Instead, think of using
light borders or simply white space to set apart elements of the table.
Heatmap

One approach for mixing the detail you can

include in a table while also making use of visual
cues is via a heatmap. A heatmap is a way to
visualize data in tabular format, where in place
of (or in addition to) the numbers, you leverage
colored cells that convey the relative magnitude
of the numbers.
Heatmap

We can use color saturation to provide visual cues, helping our eyes and brains more quickly target the
potential points of interest. Be sure when you leverage this to always include a legend to help the reader
interpret the data.
Scatterplot

Scatterplots can be useful for showing the

relationship between two things, because they
allow you to encode data simultaneously on a
horizontal x‐axis and vertical y‐axis to see
whether and what relationship exists. They tend
to be more frequently used in scientific fields
(and perhaps, because of this, are sometimes
viewed as complicated to understand by those
less familiar with them). Though infrequent,
there are use cases for scatterplots in the
business world as well.
Scatterplot

If we want to focus primarily on those cases where cost per mile is above average, a slightly modified
scatterplot designed to draw our eye there more quickly might look something like what is shown.
Line graph

Line graphs are most commonly used to plot

continuous data. Because the points are
physically connected via the line, it implies a
connection between the points that may not
make sense for categorical data (a set of data
that is sorted or divided into different
categories). Often, our continuous data is in
some unit of time: days, months, quarters, or
years. The line graph can show a single series
of data, two series of data, or multiple series.
Line graph

Note that when you’re graphing time on the horizontal x‐axis of a line graph, the data plotted must be in
consistent intervals. Be consistent in the time points you plot.
Slopegraph

Slopegraphs can be useful when you have two

time periods or points of comparison and want
to quickly show relative increases and
decreases or differences across various
categories between the two data points.
Slopegraphs pack in a lot of information. In
addition to the absolute values (the points), the
lines that connect them give you the visual
increase or decrease in rate of change (via the
slope or direction) without ever having to explain
that’s what they are doing, or what exactly a
“rate of change” is—rather, it’s intuitive.
Slopegraph

Whether a slopegraph will work in your specific situation depends on the data itself. If many of the lines
are overlapping, a slopegraph may not work, though in some cases you can still emphasize a single
series at a time with success.
Bars

While lines work well to show data over time,

bars tend to be my go‐to graph type for plotting
categorical data, where information is organized
into groups. Note that, because of how our eyes
compare the relative end points of the bars, it is
important that bar charts always have a zero
baseline (where the x‐axis crosses the y‐axis at
zero), otherwise you get a false visual
comparison.
Bars

Because of the way our eyes compare the relative end points of the bars, it’s important to have the
context of the entire bar there in order to make an accurate comparison.
Vertical bar chart

The plain vanilla bar chart is the vertical bar

chart, or column chart. Like line graphs, vertical
bar charts can be single series, two series, or
multiple series. Note that as you add more
series of data, it becomes more difficult to focus
on one at a time and pull out insight, so use
multiple series bar charts with caution. Be aware
also that there is visual grouping that happens
as a result of the spacing in bar charts having
more than one data series. This makes the
relative order of the categorization important.
Vertical bar chart

Consider what you want your audience to be able to compare, and structure your categorization hierarchy
to make that as easy as possible.
Stacked vertical bar chart

Use cases for stacked vertical bar charts are

more limited. They are meant to allow you to
compare totals across categories and also see
the subcomponent pieces within a given
category. This can quickly become visually
overwhelming, however—especially given the
varied default color schemes in most graphing
applications (more to come on that).
Stacked vertical bar chart

It is hard to compare the subcomponents across the various categories once you get beyond the bottom
series (the one directly next to the x‐axis) because you no longer have a consistent baseline to use to
compare.
Waterfall chart

The waterfall chart can be used to pull apart the

pieces of a stacked bar chart to focus on one at
a time, or to show a starting point, increases and
decreases, and the resulting ending point.
Waterfall chart

Imagine that you are an HR business partner and want to understand and communicate how employee
headcount has changed over the past year for the client group you support.
Horizontal bar chart

If I had to pick a single go‐to graph for

categorical data, it would be the horizontal bar
chart, which flips the vertical version on its side.
Why? Because it is extremely easy to read. The
horizontal bar chart is especially useful if your
category names are long, as the text is written
from left to right, as most audiences read,
making your graph legible for your audience.
Horizontal bar chart

Like the vertical bar chart, the horizontal bar chart can be single series, two series, or multiple series.
Stacked horizontal bar chart

Similar to the stacked vertical bar chart, stacked

horizontal bar charts can be used to show the
totals across different categories but also give a
sense of the subcomponent pieces. They can be
structured to show either absolute values or sum
to 100%.
Stacked horizontal bar chart

Because you get a consistent baseline on both the far left and the far right, allowing for easy comparison
of the left‐most pieces as well as the rightmost pieces.
Area

Humans’ eyes don’t do a great job of attributing

quantitative value to two‐dimensional space,
which can render area graphs harder to read
than some of the other types of visual displays
we’ve discussed. For this reason, I typically
avoid them, with one exception—when I need to
visualize numbers of vastly different
magnitudes.
Area

The second dimension you get using a square for this (which has both height and width, compared to a
bar that has only height or width) allows this to be done in a more compact way than possible with a single
dimension
To be avoided
Pie charts are evil. I have a well‐documented disdain for pie charts. In short, they are evil. To understand
how I arrived at this conclusion, let’s look at an example.
What to do instead

One approach is to replace the pie chart with a

horizontal bar chart, organized from greatest to
least or vice versa. Remember, with bar charts,
our eyes compare the endpoints. Because they
are aligned at a common baseline, it is easy to
assess relative size. This makes it
straightforward to see not only which segment is
the largest, for example, but also how
incrementally larger it is than the other
segments.
To be avoided
The donut chart. With pies, we are asking our audience to compare angles and areas. With a donut
chart, we are asking our audience to compare one arc length to another arc length
To be avoided

Never use 3D. One of the golden rules of data

visualization goes like this: never use 3D.
Repeat after me: never use 3D. The only
exception is if you are actually plotting a third
dimension, you should never use 3D to plot a
single dimension. As we saw in the pie chart
example previously, 3D skews our numbers,
making them difficult or impossible to interpret or
compare.
To be avoided

Secondary y‐axis: generally not a good idea.

Sometimes it’s useful to be able to plot data that
is in entirely different units against the same
x‐axis. This often gives rise to the secondary
y‐axis: another vertical axis on the right‐hand
side of the graph. It takes some time and
reading to understand which data should be
read against which axis. Because of this, you
should avoid the use of a secondary or
right‐hand y‐axis.
What to do instead

(1) Don’t show the second y‐axis.Instead, label the data points that belong on this axis directly. (2) Pull
the graphs apart vertically and have a separate y‐axis for each (both along the left) but leverage the same
x‐axis across both.
CHAPTER Clutter
Is
3 Your
Enemy!
Lack of visual order
When design is thoughtful, it fades into the background so that your audience doesn’t even notice it.
When it’s not, however, your audience feels the burden.

The aggregate visual feels

disorganized and uncomfortable to
look at, as if the various
components were haphazardly put
there without regard for the
structure of the overall page.
Improve the visual by minor changes

Compared to the original visual,

the second iteration feels
somehow easier. There is order. It
is evident that conscious thought
was paid to the overarching design
and arrangement of components.
Specifically, the latter version has
been designed with greater
attention to alignment and white
space. Let’s look at each of these
in detail.
Non-strategic use of contrast
The importance of the strategic use of contrast in visual design: the more things we make different, the
lesser the degree to which any of them stand out.

Taking in this information is a slow

process, with a lot of back and
forth between the legend at the
bottom and the data in the graph
to decipher what is being
conveyed. This is a case where
lack of contrast (as well as some
other design issues) makes the
information much harder to
interpret than it need be.
Revamped graph, using contrast strategically

Competitors are distinguished from

each other based on the order in
which they appear (Competitor A
always appears directly after the
blue bar, and so on). Note here
how the effective use of contrast
(and some other thoughtful design
choices) makes it a much faster,
easier, and just more comfortable
feeling process to get the
information we’re after than it was
in the original graph.
Decluttering: step-by-step
Let’s look at a real‐world example and examine how the process of identifying and removing clutter
improves our visual and the clarity of the story that we’re ultimately trying to tell.
1. Remove chart border
Chart borders are usually unnecessary. Instead, think about using white space to differentiate the visual
from other elements on the page as needed.
2. Remove grid lines
If you think it will be helpful for your audience to trace their finger from the data to the axis, or you feel that
your data will be more effectively processed, you can leave the grid lines.
3. Remove data markers
Every single element adds cognitive load on the part of your audience. Here, we’re adding cognitive load
to process data that is already depicted visually with the lines. This isn’t to say that you should never use
data markers, but rather use them on purpose and with a purpose.
4. Clean up axis labels
One of my biggest pet peeves is trailing zeros on y‐axis labels: they carry no informative value, and yet
make the numbers look more complicated than they are! Get rid of them!
5. Label data directly
Now that we have eliminated much of the extraneous cognitive load, the work of going back and forth
between the legend and the data is even more evident. In this case, we can put the data labels right next
to the data they describe.
6. Leverage consistent color
Make the data labels the same color as the data they describe. This is another visual cue to our audience
that says, “these two pieces of information are related.”
Before and after revamped
This visual is not yet complete. But identifying and eliminating the clutter has brought us a long way in
terms of reducing cognitive load and improving accessibility. Take a look at the before‐and‐after shown
below.
CHAPTER Focus
Your
4 Audience’s
Attention
Preattentive attributes signal where to look

Taking note of how you process the information

and how long it takes, quickly count the number
of 3s that appear in the sequence. There were
no visual cues to help you reach this conclusion.
This makes for a challenging exercise, during
which you have to hunt through four lines of text,
looking for the number 3 (a kind of complicated
shape).
A single change to the block of numbers

The preattentive attribute of intensity of color, in

this case, makes the 3s the one thing that
stands out as distinct from the rest. Our brain is
quick to pick up on this without our having to
dedicate any conscious thought to it. This is
remarkable. And profoundly powerful. It means
that, if we use preattentive attributes
strategically, they can help us enable our
audience to see what we want them to see
before they even know they’re seeing it!
Preattentive attributes in text
Preattentive attributes in text
Preattentive attributes in graphs
Preattentive attributes in graphs
Use color sparingly
It’s easy to spot a hawk in a sky full of pigeons, but as the variety of birds increases, that hawk becomes
harder and harder to locate. When we use too many colors together, beyond entering rainbow‐ land, we
lose their preattentive value.
CHAPTER Think
Like
5 A
Designer
Affordance
Tips on Visualization Affordance

● Make it legible: use a consistent, easy‐to‐read font

● Keep it clean
● Use straightforward language
● Remove unnecessary complexity
Affordance
Acceptance
Tips on gaining acceptance of your data visualization

● Articulate the benefits of the new Affordance

r different approach
● Show the side-by-side
● Provide multiple options and seek input.
● Get a vocal member of your audience on board.
CHAPTER Pulling
It
8 All
Together
Pulling it all together
Understand the context

VP of Product

How’s competitor pricing has changed overtime, and recommend a price range.

Show average retail price over time for Products A, B, C, D, and E.

Choose appropriate display
Eliminate clutter

- De-emphasize the chart title

- Remove chart border and gridlines
- Push the x- and y-axis lines to line background
- Remove color variance
- Label the line directly
Highlight where to focus
“After the launch of Product C in 2010, the average retail price of existing products
declined.
Highlight where to focus
“With the launch of a new product in this space, it is typical to see an initial average retail
price increase, followed by a decline.
Highlight where to focus
“As of 2014, retail prices have converged across products, with an average retail price of
$223, ranging from a low of $180 (Product C) to a high of $260 (Product A).
Tell a story
Tell a story
Tell a story
Tell a story
Tell a story
Final result
CHAPTER

Case
9 Studies
Case studies

Specifically, we’ll discuss:

• Color considerations with a dark background
• Leveraging animation in the visuals you present
• Establishing logic in order
• Strategies for avoiding the spaghetti graph
• Alternatives to pie charts
Color consideration
Leveraging animation
Leveraging animation
Logic in order
Logic in order
Logic in order
Logic in order
Avoid spaghetti graph
Avoid spaghetti graph

Emphasize one line at a time

Avoid spaghetti graph

Separate Spatially
Avoid spaghetti graph

Combined Approach
Alternatives for pies
Alternatives for pies

Show Number Directly

Alternatives for pies

Simple Bar Graph

Alternatives for pies

100% stacked horizontal bar graph

Alternatives for pies

Slopegraph
Inspirations

VizWiz (vizwiz.blogspot.com, Andy Kriebel): Make a Powerful Point (makeapowerfulpoint.com,

Data visualization best practices, methods for Gavin McMahon):
improving existing work, and tips and tricks for using Fun, easy‐to‐digest content on creating and giving
Tableau Software. presentations and presenting data.

FiveThirtyEight’s Data Lab Visualising Data (visualisingdata.com, Andy Kirk):

(fivethirtyeight.com/datalab): Charts thedevelopment of the data visualization field,
typically minimalist graphing style on a large range of with great monthly “best visualisations of the web”
news and current events topics resource list.

The Functional Art storytelling with data (storytellingwithdata.com):

(thefunctionalart.com, Alberto Cairo): focuses on communicating effectively with data and
An introduction to information graphics and contains many examples, visual makeovers, and
visualization, with great concise posts highlighting ongoing dialogue.
advice and examples
Thank
You