Start with the question: a comparison? a trend over time? a composition? a relationship? Each question has a chart that answers it better than the others.
1 Which chart for which question?
| The question | The chart | An accounting example |
|---|---|---|
| Comparison between categories | Columns or bars | Branch sales |
| A trend over time | A line chart | Monthly revenue |
| Composition of a whole | A stacked column (usually not a pie) | Components of expenses |
| Variance from plan | Columns of the difference, positive and negative | Actual against budget |
| One important value | A large number, not a chart | The growth rate |
2 From a cluttered chart to one that says something
The numbers did not change — what changed is what they say. That is the difference between “showing data” and “presenting analysis”.
3 When a table and when a chart?
| Use | When | Caution |
|---|---|---|
| A chart | The message is a pattern, a comparison or a trend | Not suitable for exact values that will be checked |
| A table | The precise values themselves are needed | Cap it at six rows on a slide |
| A large number | The message is a single value | Stronger than a two-column chart |
| An appendix | The full detail | Sent, not shown |
Paste an Excel chart deliberately
When pasting a chart from Excel, choose paste as a picture if you want it completely fixed, or link to the data if you want to update it later — but a linked chart needs the original Excel file, so if you send the deck on its own there is a problem. For decks that get emailed: a picture is safer.
An axis that does not start at zero misleads
Starting a column axis at 90 rather than zero makes a 2% difference look like a collapse. In a financial presentation that is not merely a design error but a matter of professional integrity. If you must compress the range, say so explicitly on the chart.
Lesson summary
- Start with the question, then choose the chart.
- Strip the chart of gridlines, shadows and clutter.
- Colour what carries the message and keep the rest neutral.
- The title states the conclusion, not the name of the data.
- Do not start an axis anywhere but zero without disclosing it.
4 Test your understanding
Three quick questions
Pick the answer you believe is correct and you will see the result immediately.
1. You want to show how revenue developed over twelve months:
A line is the language of time; a pie cannot show a trend at all.
2. Your message is that one branch is the highest. The best execution:
Colour contrast leads the eye instantly; a riot of colours cancels the message.
3. You will email the deck after the meeting. How should you insert the Excel charts?
A chart linked to a file on your machine shows up blank or with an error on the recipient’s screen.