Guide to becoming a

DATA STORYTELLER
About this Guide

This is a reference guide for professionals who want to learn about Data Storytelling. This guide contains best practices related
to dashboard design, appropriate use of visualization, & color palette best practices that will help create better dashboards.

Data storytelling is a methodology for communicating information - tailored to a specific audience - with a compelling narrative.
Evolutionarily, we are hard-wired to share stories as a means of knowledge transfer.
Theorists even suggest that storytelling was the primary launchpad for the transmission of knowledge across large groups
of people, which formed cultures as we know them today and allowed evolutionary success across generations.
Now, with so much data available to us, data storytelling offers the best way to put a human perspective into the
increasingly complex and rapidly changing world of the digital disruption.

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Contents

What to expect from this guide

Data Storytelling - What it means & Why we practise it 02

Categorizing Analytical Applications 05

Types of Dashboards
Dashboard Anatomy
Color palettes

Dashboard Design Best Practices 15

Standard Visualizations 22

Advanced Visualizations 49

Visualization comparison table 64

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Data Storytelling

What is Data Storytelling?

Data storytelling is a methodology for communicating information - tailored to a specific audience - with a
compelling narrative. The key outcome here is higher user adoption of Business Analytics & Information
Management systems.

Data Narrative

Data Storytelling

Audience
Effective
Visuals

Data Stories = Data + Visual + Narrative

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Data Storytelling

Why Data Storytelling?

Stories resonate and stick with us in a way data alone cannot. They have a clear beginning, middle & end;
the power of repetition, narrative flow, and connection with spoken & written skills. Stories tie together
information, giving our presentation or communication a framework that our audience can easily follow.

Data tells you what’s happening, stories tell you why it’s happening

To effectively communicate To convince others To show others

your findings to others to take action the reason why

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Data Storytelling

Skillset required to become a good Data Storyteller

Data Storytelling Expert

UI/UX Skills

Analytical Skills -Design thinking

-Cognitive Science
-Business Intelligence -Prototyping
-Information architecture -User interface design
-Data Analysis -Color theory
-Development methodology -Information graphics
-Knowledge of BI tools
Data Visualization skills

-Visual problem framework

-Visual storytelling
-Knowledge of various charts
-DV Best Practices

*This book focuses on the highlighted points

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Categorizing
Analytical Applications

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UI Style Guide

Categorizing Analytical Applications

Types of Analytical Applications

STRATEGIC ANALYTICAL OPERATIONAL

Target Users- Decision makers & Senior Target Users- Mid management & Planning Target Users- Opera onal workers.
Management. team.

Analysis type - High level measures of Analysis type - Complex data with rich Analysis type - Monitoring activities that
performance, Snapshots of daily, weekly comparison. Interactive display and are constantly changing. Shows real time
& monthly data. historical data. or near real time data.

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UI Style Guide

Strategic Dashboard

Target Users-Decision makers & Senior Management.

Analysis- High level measures of performance Snapshots of daily, weekly & monthly data.

Key Design Considera ons:

 Displays a high level overview of the business
state
 Focuses on high- level performance measures
and Key KPIs
 More focus on actual goals instead of target
 Typically displays sta c snapshots of daily,
weekly, or monthly data
 Provides limited user interac on
 Showcases opportuni es available to the
business

Best Prac ces:

 Avoid including too many details
 Avoid use of advance visualiza ons – D3.js
 Highlight outliers effec vely
 Use thresholds, highlight posi ve and
nega ve values
Recommended Visualiza on: Visualiza on Strategy:  Focus on ac onable insights rather than
making the dashboard a rac ve
Bullet Explanatory
Bar Chart Spark Line Heat Grid
Chart Number of Sec ons:
Not more than 6-7

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UI Style Guide

Analytical Dashboard

Target Users-Mid management & planning team

Analysis- Complex data with rich comparison. Interac ve display & historical data.

Key Design Considera ons:

 More complex data with rich comparisons
 More focus on historic data
 Interac ve display with high user interac on
 Typically displays historic data with YOY
(Year on Year) comparison
 Showcases an in depth analysis of data
 Includes drill down func onali es
 Offers the flexibility to filter data from
mul ple parameters
 Includes data discovery capabili es

Best Prac ces:

 Use interac ve visualiza ons
 Highlight insights properly
 Focus on ac onable insights rather than
making the dashboard a rac ve
Recommended Visualiza on: Visualiza on Strategy:
Time Micro Sca er Exploratory
Trend Line
Series Chart Plot Number of Sec ons:
Bubble Stack
Heat Map
Not more than 6-7
Graph Graph

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UI Style Guide

Operational Dashboard

Target Users-
Analysis- Monitoring ac vi es that are constantly changing.Shows real me or near real me data.

Key Design Considera ons:

 Focuses on high level measures of
performance and Key KPIs
 More focus on real or near real me data
 Offers Quick & sta c snapshot
 Typically displays sta c snapshots of daily
data
 Displays high level
- overview of the state of
the business
 Showcases up and down in daily business
 More focus on outliers

Best Prac ces:

 Avoid pu ng too many details
 Keep visualiza ons simple but ac onable
 Make good use of pre-a en ve a ributes
 Use thresholds and highlight posi ve &
Recommended Visualiza on: nega ve values
Visualiza on Strategy:
 Focus on ac onable insights rather than
Heat Grid/ Threshold/ Explanatory making the dashboard a rac ve
Devia on
Threshold Up-Down Heat Map Number of Sec ons:
Graph
Grid Arrows
Not more than 3-4

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UI Style Guide

DASHBOARD ANATOMY

A Dashboard is a visual display of the most important information needed to achieve one or more objectives that fit entirely on a single
computer screen, so it can be monitored at a glance.

Dashboard Header Date and Currency

The header appears at the top of every You should mention the dashboard’s execution date
dashboard screen. The top left area is in the top bar. Eg: As of DD/MM/YY, or the standard
the perfect place for your header along date format used across the dashboard. It is also
Corporate Branding with your logo and business identity. recommended to show currency used in the
header.Eg: All values in US$.
It’s highly recommended to follow
corporate brand guidelines while
designing the layout and color
theme of the dashboard. Top left
corner is the ideal place to
present your logo.

Summary Section
This is the most visible part of the
dashboard. It should contain
high level overview /Key KPIs that
answer your dashboard’s main objective.

Report Area
This is the report area. You
should try to keep the layout
flexible, so it can be adjusted
according to the size of the
visualization.
Report Header
Every report should have a header. Use
headlines that capture the user’s
attention. Avoid dark backgrounds and
all UPPER CASE headers.

Footer
The lowest bottom section can contain footer
information like Copyright details, last executed
date, etc.

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UI Style Guide

DASHBOARD ANATOMY

Layout Navigation
Use the dashboard layout to navigate
between different dashboards. Info Icons
Use Home icons to navigate to
the landing screen. Show info icons
to display the flow of information or
calculation of metrics.
Primary Navigation
The primary navigation menu
connects the user to different screens
of the dashboard. Here, use of the button
bar/link bar works best. Ideally, a
dashboard should not contain more
than 3-4 screens.

Secondary Navigation
The secondary navigation menu Menu Icons
connects the user to different sub-
screens/panels of screen. Use Use navigation icons to
of a link bar/radio button is move to other dashboards.
recommended. The same functionality can be used if
your dashboard/app has multiple
panels that cannot be accomodated
on the main screen.

Call to Action
The “Call to action” is used to motivate
the user to take the next step.
Eg: Learn more, Drill, View more.

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UI Style Guide

COLOR PALETTE

Types of Color Palettes

SEQUENTIAL
Color is ordered from low to high

DIVERGING
Two sequential colors with a neutral mid
point

CATEGORICAL
Contrasting colors for individual
comparison

HIGHLIGHT
Color used to showcase a particular value

ALERT
Color used to convey a warning

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UI Style Guide

COLOR PALETTE

SEQUENTIAL DIVERGING CATEGORICAL

Color Two sequential colours with a neutral mid Contrasting colours for individual
Colorisisordered
orderedfrom
fromlow
lowtotohigh
high point comparison

HIGHLIGHT ALERT
Colour used to showcase a particular value Color used to convey a warning

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UI Style Guide

COLOR PALETTE - DESIGN BEST PRACTICES

1 2
Sales Summary Sales Summary
SALES % VARIANCE SALES % VARIANCE
1,495,891,101 29% 1,495,891,101 29%

SALES % VARIANCE SALES % VARIANCE

1,495,891,101 26% 1,495,891,101 26%

USE OF COLOR CODE USE OF THRESHOLDS

Color blind people cannot distinguish color coded groups of data. Red and green colors should be used to represent values:
Therefore, avoid using a combination of red and green in the Green represents a positive value and red represents a
same display. negative value.

3 4

DISTINGUISH COLORS FOR PRINTING AVOID A BRIGHT BACKGROUND AND FLASHY COLORS
Most printers are black and white, so ensure use of contrasting Use a background color that contrasts sufficiently with the
colors for an ideal print. objects in a table or graph to ensure proper visibility.

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Dashboard Design
Best Practices

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UI Style Guide

TOP 10 DASHBOARD BEST PRACTICES

1 2 Dashboard Panel 1 Panel 2

Select Here Text Here Select Here Text Here

Demo Dashboard Panel 1 Panel 2

Selection Selection Selection

Report Header Report Header Report Header Report Header
Report Header Report Header Report Header
00 Text Here Text Here
00 Volume Value Process Technology 00 Technology 00
6
00 Total 10,000 80%
00
4
Confirmation 30,000 72%
00 Total Opportunities gained 5,023,262 Technology 00 Technology 00
00
2 Transactions 64,000 98% Technology Technology
00
Accounts 30,000 13%
00 Opportunities in Process 45,486 00 00

00
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec XYZ PQR ABC QWE AND AGS Balance Technology 00 Technology 00
65,000 45%
Legend Legend Legend
00 Total Closed Opportunities 9,034,987
Report Header Grid VIew Graph View Report Header Technology 00 Technology 00

Volume Value Process Sales Cost 500%

00 Closed Lost Opportunities 23,262 Technology Technology
00 00
Sales 10,000 80% 10,000 10,000

Confirmation 30,000 72% 30,000 30,000

400% 00 Closed Won Opportunities 7,587,246
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 0k 10k 10k 15k 20k 0k 10k 10k 15k 20k
Transactions 64,000 98% 64,000 64,000 300%

Accounts 30,000 13% 30,000 30,000 Report Header Report Header Graph View Grid View Report Header
200%
Balance 65,000 45% 65,000 65,000
Text Here Text Here Text Here Text Here Text Here Text Here 00 Text Here Text Here Text Here
Reports 56,987 76% 56,987 56,987 100% City
Cards 17,987 45% 17,987 17,987 00
0% Santa Monica 210,779 60,745 1,754 6,567 60,986 210,779 Sunnyvale 210,779 210,779
Fixed 76,978 98% 76,978 76,978 Jan Feb Mar Apr May Jun Jul Aug Sap Oct Nov Dec Final
00
Cupertino 38,878 38,878
San Jose 172,994 7,299 72,994 7,299 156,882 38,878
00
Los Angeles 78,871 78,871
Kansas City 78,871 6,567 64,874 6,567 78,871 78,871 00
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Santa Monica 156,882 156,882
San Mateo Legend Legend
156,882 7,734 66,878 60,986 156,882 156,882 St. Petersburg 70,986 70,986
Report Header
Ohio 70,986 6,363 20,954 6,363 70,986 70,986 Kansas City 78,871 78,871
00 Ohio 156,882 156,882
Sunnyvale 78,871 67,983 38,878 67,983 78,871 78,871
00 Los Angeles 78,871 78,871
Alabama 156,882 65,763 46,867 67,983 156,882 156,882 00 Santa Monica 156,882 156,882
San Jose 70,986 60,986 40,967 60,986 70,986 70,986 00 St. Petersburg 70,986 70,986
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Dashboard Panel 1 Panel 2

Demo Dashboard Panel 1 Panel 2 Select Here Text Here Select Here Text Here

Selection Selection Selection

Report Header Report Header Report Header Report Header
Report Header Report Header Report Header
Text Here Text Here 00
00 Volume Value Process Technology 00 Technology 00
6
Total 10,000 80%
5,023,262
00
4
Total Opportunities gained 00 Technology 00 Technology 00
00 Confirmation 30,000 72%
Technology Technology
45,486 00 00
00
2 Transactions 64,000 98% Opportunities in Process 00
00
Accounts 30,000 13%
0 Technology 00 Technology 00
9,034,987
00
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec XYZ PQR ABC QWE AND AGS Balance 65,000 45% Total Closed Opportunities 00
Legend Legend Legend
Technology 00 Technology 00
Report Header Grid VIew Graph View Report Header Closed Lost Opportunities 23,262 00
Technology Technology
00 00
Volume Value Process Sales Cost 500%
Closed Won Opportunities 7,587,246 00
Sales 10,000 80% 10,000 10,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 0k 10k 10k 15k 20k 0k 10k 10k 15k 20k
400%
Confirmation 30,000 72% 30,000 30,000

Transactions 64,000 98% 64,000 64,000

Report Header Report Header Graph View Grid View Report Header
300%

Accounts 30,000 13% 30,000 30,000 00 Text Here Text Here Text Here
City Text Here Text Here Text Here Text Here Text Here Text Here
200%
Balance 65,000 45% 65,000 65,000
00
Santa Monica 210,779 60,745 1,754 6,567 60,986 210,779 Sunnyvale 210,779 210,779
Reports 56,987 76% 56,987 56,987 100%
00
Cards 17,987 45% 17,987 17,987 Cupertino 38,878 38,878
San Jose 172,994 7,299 72,994 7,299 156,882 38,878
0% 00
Fixed 76,978 98% 76,978 76,978 Jan Feb Mar Apr May Jun Jul Aug Sap Oct Nov Dec Final Los Angeles 78,871 78,871
Kansas City 78,871 6,567 64,874 6,567 78,871 78,871 00
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Santa Monica 156,882 156,882
San Mateo Legend Legend
156,882 7,734 66,878 60,986 156,882 156,882 St. Petersburg 70,986 70,986
Report Header
Ohio 70,986 6,363 20,954 6,363 70,986 70,986 Kansas City 78,871 78,871
00 Ohio 156,882 156,882
Sunnyvale 78,871 67,983 38,878 67,983 78,871 78,871
00 Los Angeles 78,871 78,871
Alabama 156,882 65,763 46,867 67,983 156,882 156,882 00 Santa Monica 156,882 156,882
San Jose 70,986 60,986 40,967 60,986 70,986 70,986 00 St. Petersburg 70,986 70,986
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

EXCEEDING BOUNDARIES OF THE DASHBOARD INFORMATION HIERARCHY

Critical information may be overlooked if the user has to Summary information should be at the top left corner of the
scroll to access data. All information should be visible at dashboard. Organize related information in groups.
once. Highlight the most important information.

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UI Style Guide

TOP 10 DASHBOARD BEST PRACTICES

3 4
Sales Summary

KPI’s Value Variance %

Sales 1,495,891,101 29%

Cost 872,630,528 26%

Sales Summary
SALES % VARIANCE
1,495,891,101 29%

COST % VARIANCE
872,630,528 26%

HIGHLIGHT IMPORTANT INFORMATION EFFECTIVELY AVOID DISPLAYING EXCESSIVE DETAILS

Not everything that deserves space on a dashboard is equally Dashboards include high-level information for a quick over-
important. The viewer’s eye should always be directed to the view. Too much detail, expressed too precisely, slows the
most crucial information first. Users should immediately be pace of viewers. For Eg: Use $3.8 M instead of $3848305.93
drawn to your key piece of information. or $3848305

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UI Style Guide

TOP 10 DASHBOARD BEST PRACTICES

5 6

Category 5

Category 4

Category 3

Category 2

Low Medium High

Category 1

0 1 2 3 4 5

MAKE APPROPRIATE USE OF VISUALIZATION AVOID OVERSIZING OF VISUALIZATION

Use the right representation for information. Do not overuse Do not oversize the visualization on the screen to cover real
the visualization. estate. Stretching the visuals to cover white space is not a
good idea.

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UI Style Guide

TOP 10 DASHBOARD BEST PRACTICES

7 8

AVOID ALL NON DATA INK ELEMENTS FONT SELECTION

Avoid dark background colors for grids and graphs. Don’t Using too many font types makes the text hard to read & the
use bright fluorescent colors in graphs; Don’t use borders for font appears squished.
legends. Use grid lines only when necessary.

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UI Style Guide

TOP 10 DASHBOARD BEST PRACTICES

9 10

USE OF GRIDS USE OF COLORS

Headers should be distinctive from the body, delete non Red and green colors should be used to represent values:
-data ink (bg color, gridlines); attribute headers and values Green represents positive and red represents a negative
should be left aligned; metric headers and values should be value. Avoid use of threshold colors on graphs.
right aligned; total should be clearly visible.

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Visualizations

Choose the Right Chart Type for your Data

Relationship Part-to-whole Geography Distribution Comparisons Single Variable Single Variable

Image Layout Media

Single Variable Single Variable Few Data Points Single Variable Single Variable
Fish Eye Selector RSS Reader
Area Graph Bar Graph
Pie Chart Bubble Map Scatter Graph
Two Variables
Stacked Graph Deviation Bar Graph
Three Variables
Many Data Points Scatter Graph
Network Dual Axis Bar Graph
Density Map Interactive Bubble Heat Map
Waterfall Stacked Bar Graph

Lipstick Chart
Graph Matrix Area map Line Graph

Data Cloud
Two Variables Bubble Grid

Scatter Graph Three Variables

Time Series

Network Interactive Bubble

Funnel

Seven Variables
Weighted List Interactive Stack
Micro Chart
Three Variables

Bubble Chart

Standard Visualizations Advanced Visualizations

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Standard
Visualizations
Bar Chart Scatter Plot Radar Chart

Deviation Bar Chart Area Chart

Dual Axis Bar Chart Box Plot

Stacked Bar Chart Gantt Chart

Line Chart HiLow Stock / Candlestick

Pie Chart Histogram

Bubble Chart Pareto Chart

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Standard Visualizations

BAR CHART Standard Visualization > Comparisons > Bar Chart

When to use a Bar Chart Vertical Bar Chart

The classic bar chart uses either horizontal or vertical bars to show
10
discrete, numerical comparisons among categories. One axis of the
chart shows the specific categories being compared, and the other axis
8
represents a discrete value.
Some bar graphs present bars clustered in groups of more than
6
one (grouped bar graphs), and others show the bars divided into

Y Axis
subparts to show cumulative effect (stacked bar graphs).
4

Functions 0
XYZ PQR ABC QWE AGS SGO
X Axis
Comparisons Patterns Relationships
Variations
Report Objects Required 10
Category 6

1 Dimensions 1 Measures 8
Category 5

Alternative / Related Visualizations

6
Category 4

Y Axis
4
Category 3

2
Category 2

Histogram Multi-set Stacked 0

Category 1 ABC DEF GHI JKL MNO PQR
Bar Chart Bar Chart X Axis
0 1 2 3 4 5 Category 1 Category 2

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Standard Visualizations

DEVIATION BAR CHART Standard Visualization > Comparisons > Deviation Bar Chart

When to use a Deviation Bar Chart Vertical Deviation Bar Chart

When graphs display deviation relationships, they communicate how
15
one or more set of metric values differ from a primary set of values.
Deviation relationships can be effectively displayed using the following 10
objects:
5
 Horizontal bars (except when combined with a time-series
relationship)

Y Axis
0
 Vertical bars
-5

-10

-15
Functions XYZ PQR ABC QWE AGS SGO
X Axis
Comparisons Patterns Relationships
Variations Horizontal Deviation Bar Chart
Report Objects Required
XYZ

1 Dimensions 1 Measures
PQR

ABC

Y Axis
QWE

AGS

MON

-15 -10 -5 0 5 10 15
X Axis

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Standard Visualizations

DUAL AXIS BAR CHART Standard Visualization > Comparisons > Dual Axis Bar Chart

When to use Dual Axis Bar Chart Dual Axis Bar Chart
A Dual Axis bar chart uses either horizontal or vertical bars to show 100K 100%
discrete, numerical comparisons among categories. It can be a combi-
nation of a bar and a line with 3 axes. One axis of the chart shows the 80K 80%
categories and the other two axes show respective values.

Actual Txn Volume

60%

Percentage
60K

40K 40%

20K 20%

0K 0%
Norway Switzerland Russia France Germany Denmark
Functions Countries
Txn Vol Projected Txn Vol % Change LY
Comparisons Patterns Relationships
Variations Horizontal Dual Axis Bar Chart
Report Objects Required 0% 20% 40%
Percentage
60% 80% 100%

1 Dimensions 1 Measures Norway

Switzerland

Countries Russia

France

Germany

0K 20K 40K 60K 80K 100K

Actual Txn Volume
Txn Vol Projected Txn Vol % Change LY

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Standard Visualizations

STACKED BAR CHART Standard Visualization > Part-to-a-whole > Stacked Bar Chart

When to use a Stacked Bar Chart Vertical Stacked Bar Graph

Stacked Bar Graphs segment the bars of multiple datasets on top of
10
each other. They are used to show how a larger category is divided into
smaller categories and what the relationship of each part has on the
8
total amount. There are two types of Stacked Bar Graphs:
 Simple Stacked Bar Graphs 6

Axis Title
 100% Stacked Bar Graphs
4

2
Functions
0
Patterns Proportions Comparisons Relationships XYZ PQR ABC QWE AGS SGO
Axis Title
Category 1 Category 2 Category 3
Part-to-a-whole

Variations Horizontal 100% Stacked Bar Chart

Report Objects Required Category 6

2 Dimensions 1 Measures Category 5

Axis Title
Category 4
Alternative / Related Visualizations
Category 3

Category 2

Category 1

Bar Chart Multi-set 0% 20% 40% 60% 80% 100%

Bar Graph Axis Title
Category 1 Category 2 Category 3 Category 4

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Standard Visualizations

BAR CHART - DESIGN BEST PRACTICES

1 3
6 6 8 6

4 4 6 4

2 2 4 2

0 0 2 0
XYZ PQR ABC QWE AND AGS XYZ PQR ABC QWE AND AGS XYZ PQR ABC QWE AND AGS
QWE
PQR

AND

AGS
ABC
XYZ

USE HORIZONTAL LABELS START THE Y-AXIS VALUE AT 0

Avoid steep diagonal or vertical labels as they can be difficult to read. Starting at a value above zero truncates the bars and doesn’t
accurately reflect the full value.

2 4
6 6 6 6

4 4 4 4

2 2 2 2

0 0 0 0
XYZ PQR ABC QWE AND AGS XYZ PQR ABC QWE AND AGS XYZ PQR ABC QWE AND AGS XYZ PQR ABC QWE AND AGS

SPACE BARS APPROPRIATELY & AVOID OVERLAPPING USE CONSISTENT COLORS

The space between bars should be half of a bar in width and bars Use one color for bar charts. You may use an accent color to
should not overlap. highlight a significant data point.

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Standard Visualizations

BAR CHART - DESIGN BEST PRACTICES

5 7 6 6
5 5 6 6
10 10
4 4
15 15 4 4
0 0
2 2
-5 -5 2 2
-10 -10
0 0
-15 -15 0 0 XYZ PQR ABC QWE AND AGS
XYZ PQR ABC QWE AND AGS XYZ PQR ABC QWE AND AGS XYZ PQR ABC QWE AND AGS
Legend 1 Legend 2 Legend 3

USE OF COLORS LABEL THE LEGENDS

Use easily distinguishable colors to show positive and negative This lets readers quickly identify lines and corresponding labels by
values. referring to the legends.

6 8
6 6 6 6 6 6

4 4 4 4 4 4

2 2 2 2 2 2

0 0 0 0 0 0
XYZ PQR ABC QWE AND AGS XYZ PQR ABC QWE AND AGS XYZ PQR ABC QWE AND AGS XYZ PQR ABC QWE AND AGS

MAKE USE OF POINTERS AVOID USE OF BACKGROUND COLORS

Solid filled pointers help understand the data well. They should be Do not use any back ground colors, as they might steal focus.
used on the tip of the line.

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Standard Visualizations

LINE CHART Standard Visualization > Comparisons > Line Chart

When to use a Line Chart Line Chart

Line charts are used to display quantitative values over a continuous
interval or time span. They are most frequently used to show trends
and relationships (when grouped with other lines). This gives the "big
picture" over an interval, to see how it has developed over that period.
Line graphs are drawn by first plotting data points on a Cartesian
coordinate grid, then connecting a line between the points. Typically,
the y-axis has a quantitative value, while the x-axis has either a
category or sequenced scale.

Functions
Patterns Proportions Comparisons Relationships

Report Objects Required

2 Dimensions 1 Measures Variations Sparkline

Alternative / Related Visualizations

Bar Chart Multi-set

Bar Graph

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Standard Visualizations

LINE CHART - DESIGN BEST PRACTICES

1 3
6 6 6 6

4 4 4 4

2 2 2 2

0 0 0 0
XYZ PQR ABC QWE AND AGS XYZ PQR ABC QWE AND AGS XYZ PQR ABC QWE AND AGS XYZ PQR ABC QWE AND AGS

USE ONLY SOLID LINES DON’T USE A SMOOTHENED LINE

Dashed and dotted lines can be distracting. Avoid use of a smoothened line in a line graph, because it can be
misleading.

2 4 6
6 6 6

4 4 4 4

2 2 2 2

0 0 0 0
XYZ PQR ABC QWE AND AGS XYZ PQR ABC QWE AND AGS XYZ PQR ABC QWE AND AGS XYZ PQR ABC QWE AND AGS
Line 1 Line 2 Line 3

MAKE USE OF POINTERS LABEL THE LEGENDS

Solid filled pointers help understand the data well. They should be This lets readers quickly identify lines and corresponding labels by
used on the line tip between, or, on the corresponding labels. referring to the legends.

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Standard Visualizations

PIE CHART Standard Visualization > Part-to-whole > Pie Chart

When to use a Pie Chart Pie Chart

Pie charts help show proportions and percentages between
categories, by dividing a circle into proportional segments. Each arc 35%
length represents a proportion of each category; the full circle repre-
50%
sents the total sum of all the data, equal to 100%.
Pie charts are used for making part-to-whole comparisons with discrete
or continuous data. They are most impactful with a small data set.
12%

14%

Functions 32%

Category 1 Category 2 Category 3 Category 4 Category 5

Comparisons Proportions Part-to-a-whole
Variations Donut Chart
Report Objects Required
1 Dimensions 1 Measures
35%
50%
Alternative / Related Visualizations
12%

14%
32%
Stacked Stacked Donut Chart Funnel
Bar Chart Area Chart
Category 1 Category 2 Category 3 Category 4 Category 5

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Standard Visualizations

PIE CHART - DESIGN BEST PRACTICES

1 3
9% 34% 15%
73% 35%
12%
28% 10%
80% 10%
45%
30%

VISUALIZE NO MORE THAN 5 CATEGORIES PER CHART MAKE SURE ALL THE DATA ADDS UP TO 100%
It is difficult to differentiate between small values; depicting too Verify that values total 100% and that pie slices are sized in
many slices decreases the impact of the visualization. . proportion to their corresponding value.

2 24 24
4
20 20
15%
16 16
35% Category
12 12

8 8 10%
4 4 0 2 4 6 8 10
10%
0 0 30%
Category 1 Category 2

DON’T USE MULTIPLE PIE CHARTS FOR COMPARISON USE STACKED BAR GRAPH INSTEAD OF PIE OR DONUT
Slice sizes are very difficult to compare side-by-side. Use a stacked Use of Stacked bar graph is recommended as it makes the
bar chart instead. values easy to read as compared to a pie chart.

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Standard Visualizations

BUBBLE CHART Standard Visualization > Relationship > Bubble Chart

When to use a Bubble Chart Bubble Chart

Bubble Charts are typically used to compare and show the relation-
10
ships between labeled/categorized circles, by the use of positioning
and proportions. The overall picture of Bubble Charts can be used to 8
analyze patterns/correlations.
6
Bubble Charts use a Cartesian coordinate system to plot points along a

Axis Title
grid where the X and Y axis are separate variables. Each point is 4
assigned a label or category (either displayed alongside or on a legend).
Each plotted point then represents a third variable by the area of its 2
circle. Colors can also be used to distinguish between categories or to
represent an additional data variable. 0
0% 20% 40% 60% 80% 100%
Axis Title

Functions
Variations Bubble Grid
Patterns Comparisons Relationships
Web

Report Objects Required

Southwest

Southeast

1 Dimensions 3 Measures

Region
South

Northwest

Northeast

Md-Atlantic

Central
Jan 06 Feb 06 Mar 06 Apr 06 May 06 Jun 06 Jul 06 Aug 06 Sap 06 Oct 06 Nov 06 Dec 06
Month
Color : Cost
$ 20.054 $ 117,584 $ 215.115

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Standard Visualizations

BUBBLE CHART - DESIGN BEST PRACTICES

1 6 6 3 6 6

4 4 4 4

2 2 2 2

0 0 0 0
0% 20% 40% 60% 80% 100%
0%

20%

40%

60%

80%

100%
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%

USE HORIZONTAL LABELS DON’T USE ODD SHAPES

Avoid steep diagonal or vertical lables, as it can be difficult to read. Avoid adding too much detail or using shapes that are not
entirely circular; this can lead to inaccuracies.

2 6 6
4
6 6

4 4 4 4
1X 2X 1X 2X
2 2 2 2

0 0 0 0
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%

SIZE BUBBLES APPROPRIATELY USE APPROPRIATE COLORS

Bubbles should be scaled according to area, not diameter. Use a single color with varying shades or a spectrum between two
analogous colors to show intensity.

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Standard Visualizations

SCATTER PLOT Standard Visualization > Relationship > Scatter Plot

When to use a Scatter Plot Scatter Plot

A Scatter plot can help you identify the relationships that exist between Height and Salary of Employee
different values. By displaying a variable in each axis, you can detect if 100,000

a relationship or correlation between the two variables exists.

90,000
The Various types of correlations that can be interpreted are positive

Salary (USD)
80,000
(values increase together), negative (one value decreases as the other
increases), null (no correlation), linear, exponential and U-shaped. The 70,000
strength of the correlation can be determined by how closely packed
60,000
the points are to each other on the graph.
50,000

40,000
55 60 65 70 75 80
Functions Height (Inches)

Patterns Proportions Comparisons Relationships Variations Negative Scatter Plot

Height and Salary of Employee
Report Objects Required 100,000

1 Dimensions 2 Measures 90,000

Salary (USD)
80,000
Alternative / Related Visualizations
70,000

60,000

50,000

Interactive Bubble Grid Polar chart 40,000

Bubble Graph / Radar chart 55 60 65 70 75 80
Height (Inches)

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Standard Visualizations

SCATTER PLOT - DESIGN BEST PRACTICES

1 3 6 10
5 8
4 6
3 4
2 2
1 0
XYZ PQR ABC QWE AND AGS XYZ PQR ABC QWE AND AGS

START Y - AXIS VALUE AT 0 USE OF DATA SETS

Starting the axis above zero truncates the visualization of values. Remember that Scatter is used for huge data sets.

2 10 10
4
8 8
6 6
4 4
2 2
0 0
XYZ PQR ABC QWE AND AGS XYZ PQR ABC QWE AND AGS

AXIS TICK MARKS AVOID USE OF BACKGROUND COLORS

Always enable axis tick marks for better understanding. Do not use any back ground colors.

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Standard Visualizations

AREA CHART Standard Visualization > Comparisons > Area Chart

When to use an Area Chart Area Chart

Area Charts are Line Charts with the area below the line filled in with a 10
certain color or texture. Area Graphs are drawn by first plotting data
points on a cartesian coordinate grid, then joining a line between the 8
points and finally filling in the space below the completed line.
Like Line Charts, Area Charts are used to display the development of 6

Y Axis
quantitative values over an interval or time period. They are most
commonly used to show trends and relationships. 4

0
Functions XYZ PQR ABC
X Axis
QWE AGS SGO

Patterns Data over time Relationships Variations Stacked Area Chart

10
Report Objects Required
8
1 Dimensions 1 Measures

Y Axis
6
Alternative / Related Visualizations
4

Line Chart Stacked 0

XYZ PQR ABC QWE AGS SGO
Area Chart X Axis
Category 1 Category 2 Category 3 Category 4 Category 5

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Standard Visualizations

AREA CHART - DESIGN BEST PRACTICES

1 3 6 6
6 6

4 4 4 4

2 2 2 2

0 0 0 0
XYZ PQR ABC QWE AND AGS XYZ PQR ABC QWE AND AGS XYZ PQR ABC QWE AND AGS XYZ PQR ABC QWE AND AGS

MAKE IT EASY TO READ DON’T DISPLAY MORE THAN 4 DATA CATEGORIES

In stacked area charts, arrange data to position categories with highly Too many categories will result in a cluttered visual that is difficult to
variable data on the top and least variable at the bottom. decipher.

2 4
6 6 6 6

4 4 4 4

2 2 2 2

0 0 0 0
XYZ PQR ABC QWE AND AGS XYZ PQR ABC QWE AND AGS XYZ PQR ABC QWE AND AGS XYZ PQR ABC QWE AND AGS

AVOID GRADIENT AND TRANSPARENT COLORS MAKE USE OF POINTERS

In standard area charts, ensure data isn’t obscured in the back- Solid filled pointers help in understanding the data well. It should be
ground by ordering colors thoughtfully and using transparency. used on line tip between, or, on the corresponding labels.

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Standard Visualizations

BOX PLOT Standard Visualization > Distribution > Box Plot

When to use a Box Plot Box Plot

A box plot is a convenient way to visually display groups of numerical
data through their quartiles. It shows distribution of data based on
minimum, maximum, median, and percentiles.
Typically used in descriptive statistics, box plots are a great way to
quickly examine one or more data sets graphically. Although they may
seem primitive in comparison to a histogram or density plot, they have
the advantage of taking up less space, which is useful when comparing
distributions between many groups or data sets.

Functions
Range Distribution Variations Horizontal Box Plot

Report Objects Required

1 Dimensions 5 Measures

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Standard Visualizations

BOX PLOT - DESIGN BEST PRACTICES

1 3 10 10

8 8

6 6

Y Axis

Y Axis
4 4

2 2

0 0
2001 2002 2003 2004 2005 2006 2001 2002 2003 2004 2005 2006
X Axis X Axis

SPACE BARS APPROPRIATELY GROUP THE DATA SERIES

Keep bar width and spacing between the bars same for each data Group data series next to each other for direct comparison.
series. Otherwise, there is an implied meaning.

2 10 10 4 10 10

8
8 8 8

6
6 6 6

Y Axis
Y Axis
Y Axis

Y Axis

4
4 4 4

2
2 2 2
0
0 0 0 2001 2002 2003 2004 2005 2006
2001 2002 2003 2004 2005 2006 2001 2002 2003 2004 2005 2006 2001 2002 2003 2004 2005 2006 X Axis
X Axis X Axis X Axis Minimum Maximum Mean 50th percentile

INCLUDE A KEY IF NEEDED EXPLAIN THE DATA

Include a key if the box plot shows additional elements such as The function of a box plot might not be instantly understandable by all
outliers. audiences. Some explanation might be required. Its use in dashboards
is somewhat limited – often the box plot is used to display
research data.

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Standard Visualizations

GANTT CHART Standard Visualization > Comparisons > Gantt Chart

When to use a Gantt Chart Gantt Chart

Gantt charts (also referred to as project timelines) are bar charts that
help plan and monitor project development or resource allocation on a
horizontal time scale. They are essentially horizontal bar charts which Outdoor
provide graphical illustration of a schedule that can help users plan,
coordinate, and track specific tasks in a project. The data analyzed in a
Company
Gantt chart has a defined starting and ending value; for example,
Project A begins 4/15/06 and ends 5/10/06.

Product Line
Accessories

Golf

Functions
Equipment
Range Comparisons
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Report Objects Required Phase

1 Dimensions 2 Measures

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Standard Visualizations

GANTT CHART - DESIGN BEST PRACTICES

1 3
Outdoor Outdoor Category 1 Category 1

Company Company
Category 2 Category 2
Product Line

Product Line

Product Line

Product Line
Accessories Accessories
Category 3 Category 3

Golf Golf
Category 4 Category 4

Equipment Equipment
Category 5 Category 5
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

DO NOT TRY TO OVERRULE DAY-TO-DAY SEMANTICS THE COLOR SHOULD REPRESENT THE INFORMATION
Red usually means alert, danger or stop. Yellow stands for Don’t guide your users attention to the less important things by using
warning and Green indicates OK, go ahead. Hence, use these colors if bold colors for them.
you want to express the corresponding semantics.

2 4
Category 1 Category 1
Outdoor Outdoor

Category 2 Category 2 Company Company

Product Line

Product Line
Product Line

Product Line

Category 3 Category 3 Accessories Accessories

Golf Golf
Category 4 Category 4

Equipment Equipment
Category 5 Category 5

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

USE SAME COLORS FOR SIMILAR ACTIVITIES COLORING OF SHORT AND SUBSEQUENT ACTIVITIES
Display grouped tasks using the same color tint for all bars of each Make use of different colors to represent different categories especially
group, and for the corresponding table area as well. if the categories are very short.

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Standard Visualizations

HILOW STOCK / CANDLESTICK Standard Visualization > Comparisons > HiLow Stock / Candlestick

When to use a HiLow Stock / Candlestick HiLow Stock / Candlestick

This chart control displays financial data as a series of candlesticks
representing the high, low, opening, and closing values of a data series
(four metrics). The top and bottom of the vertical line in each candle-
stick represent the high and low values for the data point, while the top
and bottom of the filled box represent the opening and closing values.

Functions
Range Distribution

Report Objects Required

1 Dimensions 3 Measures

Alternative / Related Visualizations

Box Plot Histogram Line Chart

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Standard Visualizations

HISTOGRAM Standard Visualization > Comparisons > Histogram

When to use a Histogram Histogram

A histogram visualizes the distribution of data over a continuous
interval or a certain time period. Each bar in a histogram represents
the tabulated frequency at each interval/bin. The total area of the
histogram is equal to the total number of datasets.
Histograms help give an estimate of where values are concentrated,
what the extremes are and whether there are any gaps or unusual
values.

Functions
Patterns Distribution Comparisons Data over Time

Probability Range

Report Objects Required

1 Dimension 1 Measure

Alternative / Related Visualizations

Bar Chart Area Chart Line Chart Microchart

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Standard Visualizations

HISTOGRAM - DESIGN BEST PRACTICES

1 3

SHOW CONTINUOUS DATA LABEL THE DATA

Always show continuous data where the bins represent ranges of Label the data drawn in the y-axis (that counts the number of data
data. points in each bin) and also label your bins.

2 10 10
4
8 8

6 6
Y Axis

Y Axis

4 4

2 2

0 0
20 40 60 80 100 120 160 180 200 220 20 40 60 80 100 120 160 180 200 220
X Axis X Axis

USE BINS APPROPRIATELY NO GAPS BETWEEN BARS

The bins (intervals) must be adjacent, and equal in size. Do not keep any gaps between the bars.

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Standard Visualizations

PARETO CHART Standard Visualization > Comparisons > Pareto Chart

When to use a Pareto Chart Pareto Chart

A Pareto chart is designed to help identify the cause of a quality prob-
10
lem or loss. It includes a Histogram that shows how often a specific
problem is occurring or the different types of problems that are occur-
ring. In general, Pareto charts allow you to display the specific areas in
8
which improvement or investigation is necessary.
It contains both a bar and a line chart. The values are represented by
descending bars and the running % to total is represented by the line. 6
It depicts the percent journey to total & also displays actual values.

Y Axis
4

Functions
2
Range Comparisons Data over Time

Report Objects Required 0

XYZ PQR ABC QWE AGS SGO
1 Dimensions 1 Measures X Axis
Category 1 Category 2

Alternative / Related Visualizations

Pie Chart Stacked

Bar Chart

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Standard Visualizations

PARETO CHART - DESIGN BEST PRACTICES

1 10 10 3 10 10

8 8 8 8

6 6 6 6

Y Axis

Y Axis
Y Axis

Y Axis
4 4 4 4

2 2 2 2

0 0 0 0
XYZ PQR ABC QWE AGS SGO XYZ PQR ABC QWE AGS SGO XYZ PQR ABC QWE AGS SGO
QWE

SGO
PQR

AGS
ABC
XYZ

X Axis X Axis X Axis X Axis

Category 1 Category 2 Category 1 Category 2 Category 1 Category 2 Category 1 Category 2

USE HORIZONTAL LABELS SPACE BARS APPROPRIATELY

Avoid steep diagonal or vertical labels, as they are difficult to read. Space between bars should be in the ratio of 1:1

2 10 10 4 10 10

8 8 8 8

6 6 6
6
Y Axis

Y Axis

Y Axis

Y Axis
4 4 4
4
2 2 2
2
1 0 0
XYZ PQR ABC QWE AGS SGO XYZ PQR ABC QWE AGS SGO XYZ PQR ABC QWE AGS SGO
0
X Axis X Axis XYZ PQR ABC QWE AGS SGO X Axis
Category 1 Category 2 Category 1 Category 2 X Axis Category 1 Category 2

START THE Y-AXIS VALUE AT 0 USE CONSISTENT COLORS

Starting at a value above zero truncates the bars and doesn’t accu- Use one color for bar charts. You may use an accent color to highlight a
rately reflect the full value. significant data point.

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Standard Visualizations

POLAR CHART / RADAR CHART Standard Visualization > Relationship > Polar Chart / Radar Chart

When to use a Polar Chart / Radar Chart Polar Chart / Radar Chart
Radar Charts are a way of comparing multiple quantitative variables.
This makes them useful for seeing which variables have similar values Oct
90
or if there are any outliers amongst each variable. They are also useful
Sep 80 Nov
for seeing which variables are scoring high or low within a dataset,
70
making them ideal for displaying performance.
60

50
Aug 40 Dec

30

20

10

00
Functions Jul Jan

Patterns Relationships Comparisons

Report Objects Required

Jun Feb

1 Dimensions 1 Measures

Alternative / Related Visualizations May Mar

Apr

Phase 1 Phase 2 Phase 3

Pie Chart Scatter Bubble

Plot Grid

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Advanced
Visualizations
Water Fall Graph Matrix

Gauges Lipstick Chart

Time Series Micro Charts

Maps Network Visualization

Heat Map Image Layout

Bubble Grid Media

Funnel Data Cloud

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Advance Visualizations

WATER FALL Advanced Visualization > Water Fall

When to use a Waterfall Water Fall

A Waterfall visualization highlights the increments and decrements of 500%
the values of metrics over time. Analysts can use the widget to identify
aspects of their business that are contributing to the fluctuations in the 400%
values. The visualization can also be used to perform “what-if”
analyses. For e.g., % Revenue Y/Y Variance by Month. It shows how 300%
different aspects of the business positively or negatively affect the
bottom line.
200%

100%

Functions 0%
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Final

Patterns Relationships

Report Objects Required

1 Dimensions 1 Measures

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Advance Visualizations

GAUGES Advanced Visualization > Gauges

When to use a Gauge Gauges

A Gauge visualization is a simple status indicator that displays a needle
that moves within a range of numbers displayed on its outside edges.
20% 30% 20% 30%
A real-world example of a gauge is a car's speedometer.
10% 40% 10% 40%
Like the Cylinder and Thermometer widgets, this type of visualization is
designed to display the value of a single metric. The needle within the
0% 50% 0% 50%
gauge is a visual representation of that single metric value.

20% 30%

Functions 10% 40%

Comparison Benchmarks 0% 50%

Report Objects Required

1 Dimensions 1 Measures

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Advance Visualizations

TIME SERIES Advanced Visualization > Time Series

When to use a Time series Vertical Bar Chart

A Time Series Slider is an area graph that allows a document analyst to
choose which section of the graph to view at a time. The visualization
consists of two related graphs, one positioned above the other. The top
graph is the controller, and contains a slider. The bottom graph is the
$ 10,000
primary graph. You use the slider on the controller to select some $ 8,000
3/30/2006, Southeast to 5/30/2006

portion of the controller, which determines the range of data visible in $ 6,000

the primary graph. $ 4,000

It allows users to see a high level trend of one or more metrics and a
$ 2,000

detailed view by varying the window of the visible data. For e.g.,
$0

3/30/2006 4/3/2006 4/8/2006 4/12/2006 4/18/2006 4/21/2006 4/25/2006 4/30/2006 5/4/2006 5/8/2006 5/13/2006 5/17/2006 5/21/2006 5/26/2006

Revenue trend by Date.

Functions $ 10,000

3/30/2006, Southeast to 5/30/2006

Comparison Patterns Data Over Time

$ 8,000

$ 6,000

Report Objects Required $ 4,000

$ 2,000

1 Dimensions 1 Measures
$0

3/30/2006 4/3/2006 4/8/2006 4/12/2006 4/18/2006 4/21/2006 4/25/2006 4/30/2006 5/4/2006 5/8/2006 5/13/2006 5/17/2006 5/21/2006 5/26/2006

Alternative / Related Visualizations

Bar Chart

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Advance Visualizations

MAPS Advanced Visualization > Maps

When to use Maps Pin Map

A Map allows users to visualize the data so they can identify and
analyze relationships, patterns, and trends in their data. Some of the
functionalities available are:
 Displaying areas, points, and data that are color-coded based on metric
values
 Using image markers, bubble markers, density maps, or color-coded
areas to visualize data on the map
 Zooming/panning on the map and data
 Displaying an Information window with additional data for a marker or
area
 Providing the ability to customize the Information window, such as
providing additional details or metric information, including
demographic content from the mapping service
 Drilling up to summary levels of data and down to detailed levels of data
Variations
Report Objects Required
1 Dimensions 1 Measures

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Advance Visualizations

HEAT MAP Advanced Visualization > Heat Map

When to use a Heat Map Heat Map

A Heat Map presents a combination of colored rectangles, each
Report Header
representing an attribute element, that allow you to quickly grasp the
state and impact of a large number of variables. Heat Maps are often 01:Midlife Success 02:Young Achievers 05:Young
Accumulators
06:Mainstream
Families
08:Affluent
Empty
Nests
used in the financial services industry to review the status of a
portfolio. The rectangles contain varieties and shadings of colors, that
emphasize on the status of various components. In a Heat Map, the
03:Striving Singles 04:Accumulated Wealth 11:Sustaining Seniors
size of each rectangle represents its relative weight and the color
represents the relative change in the value of that rectangle. You can
hover over each rectangle to see which attribute element the rectangle
represents; and its metric values. Rectangle Color: % Pen
Rectangle Size 15.83% 20.40% 24.96% 29.53% 34.10% 38.66%
2 < Count Of Areas < 19

Functions
Comparison Patterns
Variations
Report Objects Required Large Growth Mid-Cap Growth Mid-Cap Blend

1 Dimensions 2 Measures

Alternative / Related Visualizations

Dallas, TX
CHARLESTON, WV
Las Vegas, NV Fresno, CA
Salt Lake City, UT
Los Angeles, CA Dallas

Dual-Axis Weighted Data Cloud Network Rectangle Color: % Pen

Combination List Rectangle Size 15.83% 20.40% 24.96% 29.53% 34.10% 38.66%

Chart
2 < Count Of Areas < 19

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Advance Visualizations

BUBBLE GRID Advanced Visualization > Bubble Grid

When to use a Bubble Grid Bubble Grid

The Bubble Grid conveys information that helps an analyst identify Web

important trends or anomalies in data, relative to the total contribution

Southwest
of accompanying data. Metric values are plotted as bubbles of different
colors and sizes; the colors and sizes of the bubbles represent the Southeast

values of two distinct metrics on the Grid/Graph that contains the South

Region
widget. Each bubble is generated at the intersection of two different
attribute elements.
Northwest

The Bubble Grid is most beneficial when used to perform analyses

Northeast

involving key business ratios, such as the number of customers in a Md-Atlantic

store vs. the revenue generated per customer.

Central
Jan 2006 Feb 2006 Mar 2006 Apr 2006 May 2006 Jun 2006 Jul 2006 Aug 2006 Sap 2006 Oct 2006 Nov 2006 Dec 2006

Functions Month

Color : Cost
Comparison Patterns Data Over Time $ 20.054 $ 117,584 $ 215.115

Report Objects Required

2 Dimensions 2 Measures

Alternative / Related Visualizations

Dallas, TX
CHARLESTON, WV
Las Vegas, NV Fresno, CA
Salt Lake City, UT
Los Angeles, CA Dallas

Scatter Weighted Data Cloud Heat Map

Plot List

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Advance Visualizations

FUNNEL Advanced Visualization > Funnel

When to use a Funnel Funnel

A Funnel helps to quickly analyze various trends across several metric
values. It is a variation of a stacked percent bar chart that displays data Central
that adds up to 100%. Therefore, it can allow analysts to visualize the
percent contribution of sales data. It can also show the stages in a sales Mid-Atlantic
process and reveal the amount of potential revenue for each stage.
When the visualization is used to analyze a sales process, analysts can
use the widget to drill down to key metrics such as deal size, profit Northeast
potential, and probability of closing.
Northwest
The size of the area is determined by the series value as a percentage
South
of the total of all values.
Southeast
Southwest
Functions Web

Comparison Relationships Proportions

Report Objects Required

1 Dimensions 1 Measures

Alternative / Related Visualizations

Cylinder Stacked Pie Chart

Bar Chart

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Advance Visualizations

GRAPH MATRIX Advanced Visualization > Graph Matrix

When to use a Graph Matrix Graph Matrix

The Graph Matrix visualization is a powerful, interactive visualization. It Region
allows users to display their data using a variety of graph styles - such Category Central Mid-Atlantics Northeast NorthWest South Southeast SouthWest
as the line graph, bubble graph, or a grid, then customize it to suit Books
30000

20000
30000

20000
30000

20000
30000

20000
30000

20000
30000

20000
30000

20000

users' needs. Users can compare trends of metrics by two non-time 10000

0
10000

0
10000

0
10000

0
10000

0
10000

0
10000

0
2004 Q1 2006 Q2 2004 Q1 2006 Q2 2004 Q1 2006 Q2 2004 Q1 2006 Q2 2004 Q1 2006 Q2 2004 Q1 2006 Q2 2004 Q1 2006 Q2

attributes.
30000 30000 30000 30000 30000 30000 30000
Electronics
20000 20000 20000 20000 20000 20000 20000

10000 10000 10000 10000 10000 10000 10000

0 0 0 0 0 0 0
2004 Q1 2006 Q2 2004 Q1 2006 Q2 2004 Q1 2006 Q2 2004 Q1 2006 Q2 2004 Q1 2006 Q2 2004 Q1 2006 Q2 2004 Q1 2006 Q2

30000 30000 30000 30000 30000 30000 30000

Movies
20000 20000 20000 20000 20000 20000 20000

10000 10000 10000 10000 10000 10000 10000

0 0 0 0 0 0 0
2004 Q1 2006 Q2 2004 Q1 2006 Q2 2004 Q1 2006 Q2 2004 Q1 2006 Q2 2004 Q1 2006 Q2 2004 Q1 2006 Q2 2004 Q1 2006 Q2

30000 30000 30000 30000 30000 30000 30000

Music
20000 20000 20000 20000 20000 20000 20000

10000 10000 10000 10000 10000 10000 10000

Functions 0
2004 Q1 2006 Q2
0
2004 Q1 2006 Q2
0
2004 Q1 2006 Q2
0
2004 Q1 2006 Q2
0
2004 Q1 2006 Q2
0
2004 Q1 2006 Q2
0
2004 Q1 2006 Q2

Comparison Relationships Region

Category Northeast NorthWest South Southeast SouthWest

30000 30000 30000 30000 30000
Books 20000 20000 20000 20000 20000

Report Objects Required

10000 10000 10000 10000 10000

0 0 0 0 0
30000
Jan 2006 Sep 2006 Jan 2006 Sep 2006 Jan 2006 Sep 2006 Jan 2006 Sep 2006 Jan 2006 Sep 2006

30000 30000 30000 30000 30000

Electronics 20000
20000 20000 20000 20000 20000

2 Dimensions 1 Measures 10000

0
Jan 2006 Sep 2006
10000

0
Jan 2006 Sep 2006
10000

0
Jan 2006 Sep 2006
10000

0
Jan 2006 Sep 2006
10000

0
Jan 2006 Sep 2006
10000

30000 30000 30000 30000 30000 0

Movies
20000 20000 20000 20000 20000 Jan 2006 Jan 2006 Jan 2006 Jan 2006 Sep 2006
10000 10000 10000 10000 10000

Alternative / Related Visualizations

0 0 0 0 0 Revenue Profit
Jan 2006 Sep 2006 Jan 2006 Sep 2006 Jan 2006 Sep 2006 Jan 2006 Sep 2006 Jan 2006 Sep 2006

30000 30000 30000 30000 30000

Music
20000 20000 20000 20000 20000

10000 10000 10000 10000 10000

0 0 0 0 0
Jan 2006 Sep 2006 Jan 2006 Sep 2006 Jan 2006 Sep 2006 Jan 2006 Sep 2006 Jan 2006 Sep 2006

Bar Line Area Microchart

Chart Chart Chart

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Advance Visualizations

LIPSTICK CHART Advanced Visualization > Lipstick Chart

When to use a Lipstick Chart Lipstick Chart

The Lipstick chart provides different methods of viewing data. For each
x-axis value, the gray bar illustrates the actual recorded value. The
expected value is represented by the red and green bars.
When the expected value exceeds the actual value, a red bar is placed
on top of the actual value bar, extending above the grey bar for the
value difference between expected and actual values. If the actual
value exceeds the expected value, the green bar is displayed on top of
the actual value bar, marking the difference between the expected and
actual values.

Functions Central Mid-Atlantic Northeast Northwest South Southeast Southwest Web

Comparison Relationships
Variations
Report Objects Required
Books Books
1 Dimensions 2 Measures

Alternative / Related Visualizations Electronics Electronics

Movies Movies

Bar Line Area Microchart

Music Music
Chart Chart Chart

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Advance Visualizations

MICRO CHARTS Advanced Visualization > Micro Charts

When to use a Micro Chart Micro Charts

Micro chart visualizations gives the trend of a metric at a glance without Keyword Group Trend Keyword Group Trend
having to know many additional details. The bar, sparkline, and bullet
Package 1 Package 1
microcharts used in the microcharts convey information that an
analyst can understand just by looking at the chart once. Package 2 Package 2

It consists of compact representations of data that allow analysts to Package 3 Package 3

quickly visualize trends in data. It conveys information so that a user
Package 4 Package 4
can, at a glance, determine the trend of a metric over time or how a
Package 5 Package 5
metric is performing compared to forecasted figures.

Keyword Group Bullet Trend

Functions
Package 1
Comparison Relationships Package 2

Package 3 Trend

Report Objects Required Package 4

1 Dimensions 2 Measures Package 5

Call Center Monthly Profits Trends Gross Revenue vs Cost

Milwaukee
Fargo
Washington
Charioston
Boston

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Advance Visualizations

NETWORK VISUALIZATION Advanced Visualization > Network Visualization

When to use a Network Visualization Network Visualization

The Network Visualization allows you to quickly and easily identify
relationships between related items and clusters, such as when
visualizing a social network or when displaying a market basket
analysis.

Functions
Relationships

Report Objects Required

2 Dimensions 2 Measures

Alternative / Related Visualizations

Scatter Heat Map

Plot

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Advance Visualizations

IMAGE LAYOUT Advanced Visualization > Image Layout

When to use an Image Layout Image Layout

An Image Layout allows the user to display the data as colored
geographical regions or as map markers on the map & then change
display options such as the color of regions on the map, to allow the
user to quickly grasp relationships between different locations.
For example, you can display a map of the United States, with a bubble
marker displayed over each state.

Functions
Comparison Patterns Data Over Time

Report Objects Required

1 Dimensions 1 Measures

Alternative / Related Visualizations

Maps Weighted
List

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Advance Visualizations

MEDIA Advanced Visualization > Media

When to use Media Media

Media allows you to present information through a variety of
channels such as video, audio, images, or website content on your
dashboard. Users can include media to provide background informa-
tion about data or instructions on how to use the dashboard. Users can
also use Media to enhance the look and feel of a dashboard.

0:11 -2:14

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Advance Visualizations

DATA CLOUD Advanced Visualization > Data Cloud

Las Vegas, NV Fresno, CA CHARLESTON, WV

Las Vegas, NV Fresno, CA CHARLESTON, WV

Las Vegas, NV Fresno, CA CHARLESTON, WV
Salt Lake City, UT Los Angeles, CA
Dallas, TX

When to use a Data Cloud Data Cloud

A Data Cloud displays attribute elements in various sizes to depict
the differences in metric values between the elements. This type of
Las Vegas, NV Fresno, CA CHARLESTON, WV
visualization is similar to a Heat Map in that they both allow an analyst Salt Lake City, UT Los Angeles, CA Long Beach, CA
to quickly identify the most significant, positive, or negative
Houston E, TX Dallas, TX New Orleans, LA Raleigh, NC
contributions.
A Data Cloud widget is basically a list of attribute elements. The first
Nashville, TN Johnson City, TN Houston, TX Jackson, MS
metric on the template determines the font size for the attribute Louisville, KY Cincinnati, OH Lexington, KY Columbus, OH
elements. A bigger font for an element indicates a larger metric value. CLEVELAND, OH Detroit, MI BIRMINGHAM, AL Memphis, TN
Atlanta N, Ga Naperville, IL Toledo, OH Indianapolis, IN Dallas, TX Grand Rapids, MI
Jacksonville, FL West Palm Beach, FL Atlanta S, GA Savannah, GA Mobile, AL Orlando, FL
Scranton, PA Philadelphia E, PA ALTOONA, PA BUFFALO, NY PITTSBURGH, PA Flint, MI Raleigh, NC

Functions HARTFORD, CT Providence, RI Bangor, ME Burlington, VT Springfield, MA NEW YORK, NY READING, PA Flint, MI

Comparison

Report Objects Required

1 Dimensions 2 Measures

Alternative / Related Visualizations

Bar Heat Map

Chart

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Visualization
Comparison table
Standard Visualizations

Advanced Visualizations

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Visualization Comparison Table
Best Practices

STANDARD VISUALIZATIONS COMPARISON TABLE

Visualizations
MicroStrategy Version : 11 Tableau Version : 2019.3 Qlikview Version : 12.20

Standard Visualization MSTR Web MSTR Mobile Dossier Tableau Qlikview Power BI

Bar Chart

Deviation Bar Chart

Dual Axis Bar Chart

Stacked Bar Chart

Line Chart

Pie Chart

Bubble Chart

Scatter Plot

Area Chart

Box Plot

Gantt Chart

HiLow Stock / Candlestick

Histogram

Pareto Chart

Radar Chart

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Visualization Comparison Table
Best Practices

ADVANCE VISUALIZATIONS COMPARISON TABLE

Visualizations
MicroStrategy Version : 11 Tableau Version : 2019.3

Advance Visualization MSTR Web MSTR Mobile Dossier Tableau Qlikview Power BI

Waterfall

Gauges

Time Series

Maps

Heat Map

Bubble Grid

Funnel

Interactive Stacked Graph

Interactive Bubble Graph

Graph Matrix

Lipstick Chart

Micro Charts

Network Visualization

Image Layout

Fish eye Selector

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Visualization Comparison Table
Best Practices

ADVANCE VISUALIZATIONS COMPARISON TABLE

Visualizations
MicroStrategy Version : 11 Tableau Version : 2019.3

Advance Visualization MSTR Web MSTR Mobile Dossier Tableau Qlikview Power BI

Media

Data Cloud

Weighted List

RSS Reader

Cylinder

Thermometer

Timeline

Sequence sunburst

Google timeline

KPI Widget

Survey

Date Selection

Interactive Grid

Sankey

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For more details contact us: [email protected]
Data Visualization Team

www.infocepts.com
[email protected]

Created By the InfoCepts Data Visualization Team