Effective Data Visualisation

Step-by-step graph redesign

Product Profit 2013-2017

$140,000

$120,000

$100,000
Product A
$80,000
Product B
Profit

$60,000 Product C
Product D
$40,000 Product E
Linear (Product A)
$20,000

$0
2013 2014 2015 2016 2017 2018
Year
 Step 1: Convert to line graph

Product Profit 2013-2017 Product Profit 2013-2017

$140,000 $140,000
$120,000 $120,000
$100,000 Product A $100,000 Product A
Product B
Profit

$80,000 Product B

Profit
$80,000
$60,000 Product C $60,000 Product C
$40,000 $40,000
Product D Product D
$20,000 $20,000
$0 Product E Product E
$0
2013 2014 2015 2016 2017 2018 Linear (Product A) 2013 2014 2015 2016 2017 2018 Linear (Product A)
Year Year

• With multiple time series to compare, the line graph offers a less
cluttered and quicker-to-understand alternative to the column graph.
 Step 2: Declutter

Product Profit 2013-2017 Product Profit 2013-2017

$140,000 $140k
$120,000 $120k
$100,000 Product A Product A
$100k
Product B
Profit

$80,000 $80k Product B

$60,000 Product C Profit
$60k Product C
$40,000 Product D $40k Product D
$20,000
Product E $20k Product E
$0
Linear (Product A) 0
2013 2014 2015 2016 2017 2018 Linear (Product A)
2013 2014 2015 2016 2017 2018
Year
Year

• Removed gridlines – trends are still visible without them

• Y-axis label orientation changed for easier reading
• Shortened the number format for profit values on y-axis
 Step 3: Clarity
Product Profit 2013-2017
$140k
Product Profit 2013-2017
$140k $120k
$120k $100k
$100k Product A Product C
$80k Product B $80k
Profit Profit
$60k Product C $60k
Product B
$40k Product D
$20k $40k
Product E
00 $20k
Product E
Linear (Product A) Product A
2013 2014 2015 2016 2017 2018 Product D
Year 00
2013 2014 2015 2016 2017 2018
Year

• Integrating the legend into the graph body itself allows for quicker identification of each series
• Extended Product A’s series to the forecasted value
• NOTE: The original author’s forecast is via linear regression – I have not changed this,
focusing purely on visual overhaul

• Removing the regression trendline is a judgement call – note that by removing it, the graph is
decluttered but the audience loses the ability to see visually how the forecast was produced.
 Step 4: Colour

Product Profit 2013-2017 Product Profit 2013-2017

$140k $140k

$120k $120k

$100k $100k
Product C Product C
$80k $80k
Profit Profit
$60k $60k
Product B Product B

$40k $40k
Product E Product E
$20k A $20k
Product Product A
Product D Product D
00 00
2013 2014 2015 2016 2017 2018 2013 2014 2015 2016 2017 2018
Year Year

• We could have stopped just before this step, but the original author produced a
forecast only for Product A. We will therefore assume this was intentional and the data
series of interest.

• Gray is used to suppress the other series, and draw the eye to Product A’s performance
 Step 5: Context

Product Profit 2013-2017 YOY profits for Product A are forecast to drop 36%
$140k $140k

$120k Product C
$120k

$100k $100k
Product C
$80k $80k
Profit Profit
$60k $60k
Product B Product B

$40k $40k Product A - 2017

£26,134
Product E
Product E 2018 forecast
$20k $20k
Product A Product D £16,826
Product D
00 00
2013 2014 2015 2016 2017 2018 2013 2014 2015 2016 2017 2018
Year Year

• The title has been overhauled to give a takeaway relevant to the message the graph is
conveying. Colour is used to link Product A in the title to its series line.
• Data markers and values have been added for ‘current’ and forecast years.

• OPTIONAL: As an optional decluttering step, you could remove the axis labels now, as
axes should be obvious from title.
 Completed Redesign

YOY profits for Product A are forecast to drop 36%

$140k

$120k

$100k

$80k Product C

Profit
$60k
Product B

$40k Product A - 2017

£26,134 2018 forecast
Product E £16,826
$20k

Product D
00
2013 2014 2015 2016 2017 2018
Year
 Before & After

YOY profits for Product A are forecast to drop 36%

Product Profit 2013-2017 $140,000

$140,000 Product C
$120,000
$120,000
$100,000
$100,000 Product A
$80,000 Product B $80,000
Profit

Profit
$60,000 Product C $60,000
Product B
$40,000 Product D
$40,000 Product A - 2017
$20,000 Product E £26,134
Product E
$20,000 2018 forecast
$0 Linear (Product A) £16,826
Product D
2013 2014 2015 2016 2017 2018
$0
Year
2013 2014 2015 2016 2017 2018
Year

What do you think of the redesign? Let me know any thoughts in the comments!