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Defining a chart’s purpose: from good to great charts in just 4 steps
#36: Chart’s purpose
Data visualization is a powerful tool that allows us to present complex information clearly and concisely. However, not all charts are created equal. We must follow a strategic approach to harness the power of purpose in our charts and take them from good to great.
The first step is to consider the design of our chart carefully. We must choose the right type of chart that best represents our data and highlights the key insights we want to convey. Whether it’s a bar chart, line graph, or scatter plot, the design should be visually appealing and easy to understand. Next, we must focus on enhancing the clarity of our chart by simplifying the design and eliminating any unnecessary elements. We should also use colors and fonts strategically to guide the reader’s attention and highlight important points. By decluttering our chart, we can make it more visually appealing and improve its effectiveness.
Let’s take as an example Kantar’s chart presenting the ethnicity among LGBTQ+ and straight Americans. The data is presented as a column chart grouped by population (LGBTQ+ and Straight) and split by ethnicity. At first glance, it’s nice and simplistic, but look closer. What can we improve?
Good data visualization solutions
Elements that work in this chart
✔ Minimalistic layout
The biggest advantage of this chart is its clean layout. There aren’t many distractions, making it easy to focus on the data.
✔ Legibility
The graph has a straightforward visual hierarchy allowing us to localize essential information quickly. Each element is balanced and doesn’t dominate the others. Additionally, everything is legible due to the font and size selection.
Bad data visualization choices
Elements that don’t work in this chart
