Determining Graphing Objectives

Graphs enable you to display multivariate or complex data efficiently, precisely, and in a way that a viewer can intuitively grasp. A graph is an effective presentation tool because it presents a visual idea, communicating meaningful changes in data to a user in a memorable way. By viewing your graph, a user can identify and track a change that you want them to notice.

Creating a meaningful graph is not simply a matter of applying aesthetics to your data. Instead, graphs enable you to design your presentation to capture the essential information in your data.

Using a Table or Graph?

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Summary of Steps for Determining Graphing Objectives

Part of determining your graphing objectives consists of identifying chart categories and customizing chart elements to better present your data. The goal is to analyze raw data, transform and combine it in a coherent and meaningful manner. There are several methods of doing so, but most common involve using tables and graphs. Tables and graphs play an important role in business communication mainly because they are two primary means to structure and communicate quantitative information.

Any presentation of data that you prepare is only successful to the degree that it communicates to your target audience what is intended. A common mistake is choosing a particular display medium because it is more entertaining to the reader. For example, some people might be more impressed with a fancy graph rather than multiple rows of text and numbers. What you should keep in mind is that it is all about the data. You have to ask yourself, did the message get through? Was the data understood accurately and efficiently?

What is the difference between tables and graphs?

Tables, with their columns and rows of information, interact primarily with our verbal system. We process information in a sequential fashion, reading down columns or across rows of numbers, comparing this number to that number, one pair at a time.
Graphs, however, are perceived by our visual system. They give numbers shape and form. To see patterns and relationships is a natural function of visual perception. A single graph conveys important features of the data more vividly and memorably than columns of data.

Deciding that one is better than the other (graphs are better than tables or vice versa) is not demonstrated, but each is better than the other for a particular communication task. If your message requires the precision of numbers and text labels to identify what they are, you should use a table. When you want to show the relationship of the data, use a graph. There are no standard rules for when to use which, but there are guidelines we can follow.

Tables work best when the data presentation:

Is used to look up or compare individual value.
Requires precise value.
Values involve multiple units of measure.

The following image shows a quarterly survey of Manhattan real estate sales in a table.

Table of real estate sales data

Graphs work best when the data presentation:

Is used to communicate a message that is contained in the shape of the data.
Is used to reveal relationships among many values.

The following image shows the quarterly average sales prices in Manhattan with a line chart.

Graph of sales prices in a line chart

Keep in mind that tables and graphs are not the only means of communication. If you can communicate your message clearly and with the desired impact in a simple sentence, that is what you should do. Let us use an example from the Manhattan real estate market. "The median sales price of a Manhattan apartment was $850,000 this quarter, up 6.4% from the prior year quarter median sales price of $799,000." If your audience is only interested in the change from previous quarter to current, this sentence is sufficient.

For example, depending on your data, certain relationships may suggest that one chart category is better than another. Suppose that you are comparing data from year to year. It may be difficult to compare changes in a pie chart, as shown in the following image. The year is indicated by color without displaying the actual sales amount. Additionally, sales for the year 2000 is barely noticeable in the pie chart.

Pie chart displaying data by year

A better option for presenting this data is with a bar chart. Note how you can clearly see the difference in data from year to year in value increments.

Bar chart displaying data by year

Available Bar Chart Types	Description
Vertical Bi-Polar Clustered Bar	A Dual-Y chart with the two axes physically split into separate sections, so that each can be seen independently of the other.
Vertical Bi-Polar Stacked Bar	A stacked Dual-Y chart with the two axes physically split into separate sections, so that each can be seen independently of the other.
Vertical Clustered Bar	Side by side groups of bars. The standard type of two-dimensional bar chart.
Vertical Dual-Axis Clustered Bar	Also called a Dual-Y chart. Any series can be assigned to either of the two axes.
Vertical Dual-Axis Stacked Bar	Also called a Dual-Y stacked chart. Separate stacks are created for the data on each of the two axes.
Vertical Percent Bar	A bar version of a pie chart. Each group calculates the percent of the total required for each series. The axis goes from 0 to 100%.
Vertical Stacked Bar	Stacked groups of bars. Each stack is comprised of all series in this group, added up to get a total. The axis is the total value of the cumulative points.
Horizontal Bi-Polar Clustered Bar	A Dual-Y chart with the two axes physically split into separate sections, so that each can be seen independently of the other.
Horizontal Bi-Polar Stacked Bar	A stacked Dual-Y chart with the two axes physically split into separate sections, so that each can be seen independently of the other.
Horizontal Clustered Bar	Side by side groups of bars. The standard type of two-dimensional bar chart.
Horizontal Dual-Axis Clustered Bar	Also called a Dual-Y chart. Any series can be assigned to either of the two axes.
Horizontal Dual-Axis Stacked Bar	Also called a Dual-Y stacked chart. Separate stacks are created for the data on each of the two axes.
Horizontal Percent Bar	A bar version of a pie chart. Each group calculates the percent of the total required for each series. The axis goes from 0 to 100%.
Horizontal Stacked Bar	Stacked groups of bars. Each stack is comprised of all series in this group, added up to get a total. The axis is the total value of the cumulative points.
Error Bar	Good for showing data with margin of error. Requires three values per riser.

Available Line Chart Types	Description
Vertical Absolute Line	Lines drawn on top and under each other to show the absolute relationships between data series.
Vertical Bi-Polar Absolute Line	A Dual-Y chart with the two axes physically split into separate sections, so that each can be seen independently of the other.
Vertical Bi-Polar Stacked Line	A stacked Dual-Y chart with the two axes physically split into separate sections, so that each can be seen independently of the other.
Vertical Dual-Axis Stacked Line	Also called a Dual-Y stacked line chart. Separate stacks are created for the data on each of the two axes.
Vertical Dual-Axis Absolute Line	Also called a Dual-Y line chart. Any series can be assigned to either of the two axes.
Vertical Percent Line	A line version of a pie chart. Each group calculates the percent of the total required for each series. The axis goes from 0 to 100%.
Vertical Stacked Line	Lines stacked on top of each other. The axis is the cumulative total of all the groups.
Horizontal Absolute Line	Lines drawn on top and under each other to show the absolute relationships between data series.
Horizontal Bi-Polar Absolute Line	A Dual-Y chart with the two axes physically split into separate sections, so that each can be seen independently of the other.
Horizontal Bi-Polar Stacked Line	A stacked Dual-Y chart with the two axes physically split into separate sections, so that each can be seen independently of the other.
Horizontal Dual-Axis Absolute Line	Also called a Dual-Y line chart. Any series can be assigned to either of the two axes.
Horizontal Dual-Axis Stacked Line	Also called a Dual-Y stacked line chart. Separate stacks are created for the data on each of the two axes.
Horizontal Percent Line	A line version of a pie chart. Each group calculates the percent of the total required for each series. The axis goes from 0 to 100%.
Horizontal Stacked Line	Lines stacked on top of each other. The axis is the cumulative total of all the groups.

Available Area Chart Types	Description
Vertical Absolute Area	Areas drawn on top of each other to show the absolute relationships between data series. Use when some data "pokes up" behind other data.
Vertical Bi-Polar Absolute Area	A Dual-Y chart with the two axes physically split into separate sections, so that each can be seen independently of the other.
Vertical Bi-Polar Stacked Area	A stacked Dual-Y chart with the two axes physically split into separate sections, so that each can be seen independently of the other.
Vertical Percent Area	An area version of a pie chart. Each group calculates the percent of the total required for each series. The axis goes from 0 to 100%.
Vertical Stacked Area	Areas stacked on top of each other. The axis is the cumulative total of all the groups.
Horizontal Absolute Area	Areas drawn on top of each other to show the absolute relationships between data series. Use when some data "pokes up" behind other data.
Horizontal Bi-Polar Absolute Area	A Dual-Y chart with the two axes physically split into separate sections, so that each can be seen independently of the other.
Horizontal Bi-Polar Stacked Area	A stacked Dual-Y chart with the two axes physically split into separate sections, so that each can be seen independently of the other.
Horizontal Percent Area	An area version of a pie chart. Each group calculates the percent of the total required for each series. The axis goes from 0 to 100%.
Horizontal Stacked Area	Areas stacked on top of each other. The axis is the cumulative total of all the groups.

Available Pie Chart Types	Description
Basic	The most widely used chart for displaying percentages of a total. If there are more than one column fields, a separate pie is drawn for each field.
Proportional	Each pie is drawn for each group in the data set. More than one column field is allowed for this chart.
Proportional Ring	Each ring pie is sized in proportion to its total across the entire data set. More than one column field is allowed for this chart.
Pie-Bar	At least two column fields are needed for this chart. The values are added together to form the pie slices. A bar indicates the makeup of the slice. The first slice is expanded unless otherwise specified.
Pie-Bar Ring	This is a ring variant of the pie-bar chart. The total of all slices is placed in the center.
Ring	A separate ring pie is drawn for each group in the data set. More than one column field is allowed for this chart.

Available Scatter Chart Types	Description
Basic	The basic scatter chart that only allows one column field in this order: X for the Column field and Y for the Across/By field.
Dual Axis	A Dual Axis Scatter chart or Dual-Y scatter chart that only allows one column field in this order: X for the Column field and Y for the Across/By field.
Dual Axis with Labels	A Dual Axis Scatter chart with Labels that has restriction of two column fields representing X and Y values and one Across/By field.
With Labels	A Scatter chart with Labels that has restriction of two column fields representing X and Y values and one Across/By field.

Available 3D Chart Types	Description
3D Bar	Standard 3D chart. Displays a bar for each value in the data set.
3D Cone	Good for showing volume information such as an amount of some item.
3D Connected Group Area	Good for showing trend information along the group dimension.
3D Connected Group Ribbon	Good for showing trend information along the group dimension.
3D Connected Series	Good for showing trend information along the series dimension.
3D Connected Series Area	Good for showing trend information along the series dimension.
3D Connected Surface Area	Good for showing trend information along the dimension.
3D Cylinder	Good for showing volume information such as an amount of some item.
3D Floating Cubes	Good for displaying data values that are close to each other. You can see under and around the cubes.
3D Floating Pyramids	Diamond-like pyramids float in air to trace out your data points.
3D Floating Spheres	Globe-like objects floating above its frame.
3D Honeycomb Surface	Graphs all data points as a 3D surface using a "honeycomb" effect.
3D Octagon	Good for showing volume information such as an amount of some item.
3D Pyramid	Good for showing volume information such as an amount of some item.
3D Surface	Graphs all data points as a 3D surface, like a rolling wave.
3D Surface with Sides	Graphs all data points as a 3D surface with solid sides.

Available Bubble Chart Types	Description
Basic	A Bubble chart that requires only three Column fields representing X, Y, and Z data values in that order.
Dual Axis	A Bubble chart with a Dual Axis that requires only three Column fields representing X, Y, and Z data values in that order.
Dual Axis with Labels	A Bubble chart with a Dual Axis and Labels that requires only four Column fields representing X, Y, Z data values and text label in that order.
With Labels	A Bubble chart with Labels that requires only four Column fields representing X, Y, Z data values and text label in that order.

Available Polar Chart Types	Description
Basic	A polar coordinate scatter chart that requires an X (degree) for the Column field and a Y (distance from the center) for the Across/By field.
Dual Axis	A Dual-Y polar coordinate chart that requires an X (degree) for the Column field and a Y (distance from the center) for the Across/By field.

Available Radar Chart Types	Description
Area	A Radar Area chart or circular area chart that is excellent for comparison or cyclical data sets.
Line	A Radar Line chart or circular line chart that is excellent for cyclical data such as hourly or monthly figures.
Line Dual-Axis	A Radar Line Dual-Axis chart that is a Dual-Y variation on a Radar Line chart. It is excellent for two sets of cyclical data.

Available Stock Chart Types	Description
Candle High-Low	A Candle Stock High-Low chart that requires four Column fields representing Open, High, Low and Close and one Across/By field usually representing a Date. This is a Candle financial equity chart.
Candle High-Low-Close	A Candle Stock High-Low-Close chart with Volume that requires five Column fields representing Open, High, Low, Close, and Volume and one Across/By field usually representing a Date.
Candle High-Low Open-Close	A Candle Stock High-Low Open-Close chart with Volume that requires four Column fields representing Open, High, Low, Close, and Volume and one Across/By field usually representing a Date.
Candle Open-High-Low-Close	A Open-High-Low-Close Candle Stock chart that requires four Column fields representing Open, High, Low and Close and one Across/By field usually representing a Date.
High-Low	A Stock High-Low chart that requires two Column fields representing High and Low and one Across/By field usually representing a Date. This is a standard financial equity chart.
High-Low Bi-Polar	A Stock High-Low Bi-Polar chart that is a Dual-Y chart with axes split into separate sections. It requires two Column fields representing High and Low and one Across/By field usually representing a Date.
High-Low Close	A Stock High-Low Close chart that requires three Column fields representing High, Low, and Close and one Across/By field usually representing a Date.
High-Low Close Bi-Polar	A Stock High-Low Close Bi-Polar chart that is a Dual-Y chart with axes split into separate sections. It requires three Column fields representing High, Low, and Close and one Across/By field usually representing a Date.
High-Low Close Dual-Axis	A Stock High-Low Close Dual-Axis chart that is a Dual-Y version of High-Low-Close chart. It requires three Column fields representing High, Low, and Close and one Across/By field usually representing a Date.
High-Low Close with Volume	A Stock High-Low-Close chart with Volume that displays stock performance with volume. It requires four Column fields representing High, Low, Close, and Volume and one Across/By field usually representing a Date.
High-Low Dual-Axis	A Stock High-Low Dual-Axis or Dual-Y High-Low chart that requires two Column fields representing High and Low and one Across/By field usually representing a Date.
High-Low Open-Close	A Stock High-Low Open-Close chart that requires four Column fields representing Open, High, Low, and Close and one Across/By field usually representing a Date.
High-Low Open-Close Bi-Polar	A Stock High-Low Open-Close Bi-Polar chart that is a Dual-Y chart with two axes split into sections. It requires four Column fields representing Open, High, Low, and Close and one Across/By field usually representing a Date.
High-Low Open-Close Dual-Axis	A Stock High-Low Open-Close Dual-Axis chart that is a Dual-Axis version of the High-Low Open-Close chart. It requires four Column fields representing Open, High, Low, and Close and one Across/By field usually representing a Date.
High-Low Open-Close with Volume	A Stock High-Low Open-Close chart with Volume that displays stock performance with volume. It requires five Column fields representing Open, High, Low, Close, and Volume and one Across/By field usually representing a Date.
High-Low with Volume	A Stock High-Low chart with Volume that displays stock performance with volume. It requires three Column fields representing High, Low, and Volume and one Across/By field usually representing a Date.

Available Chart Types	Description
Circular Gauge	A chart that shows the value of a single data point.
Thermometer Gauge	A chart that shows the value of a single data point.
Funnel	A pie chart that draws only one group of data at a time, from first series to last series at the bottom of the funnel.
Pareto	Used to graphically summarized and display the relative importance of the differences between groups of data.
Box Plot	A chart that shows a distribution of data through five-number summaries: Upper limit, Upper Quartile, Median, Lower Quartile, and Lower Limit.
Pyramid	A pie chart that draws only one group of data at a time, from first series to last series at the top of the pyramid.
Product Position	A Product Position chart that provides a visual representation of market share and growth versus revenue and measurement (past, present, and future). Product Position charts require a set of three display fields.
Resource Return	A Resource Return chart that plots X- and Y-axis data cumulatively. It is useful for plotting two independent variables against each other, particularly in cases where one or both of the axes specify percentages and the user wants to examine issues such as capacity utilization.
Spectral	A Spectral chart that contains a row or column matrix of markers colored according to data value.

Available Histogram Chart Types	Description
Vertical Histogram	Standard histogram. Groups all of the data together and assigns it to "buckets" based on value. There are no series or groups in this chart type.
Horizontal Histogram	Groups all of the data together and assigns it to "buckets" based on value. There are no series or groups in this chart type.

Available Multi-Y Chart Types	Description
3-Axis Clustered Bar	Vertical bar chart with three Y-axes split into separate sections.
4-Axis Clustered Bar	Vertical bar chart with four Y-axes split into separate sections.
5-Axis Clustered Bar	Vertical bar chart with five Y-axes split into separate sections.

Available Waterfall Chart Types	Description
Vertical Waterfall	A Waterfall chart that is a cumulative stacked chart. It will automatically performed the cumulative sum when using Subtotal or Total. This chart essentially requires one data value for each series/group marker to be drawn in a chart.
Horizontal Waterfall