0071501851.pdf by Unknown

Author:Unknown
Language: spa
Format: mobi
ISBN: 0071501851
Published: 0101-01-01T00:00:00+00:00

EXAMPLE 2

Dishonest

Accurate

In the second example, foreshortening the scale lines in the chart on the left produces the impression that sales are increasing. Not true, as we can see from the chart on the right.

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The point is this: a chart is a picture of relationships, and only the picture counts. Everything else—titles, labels, scale values—merely identifies and explains. The most important feature of the picture is the impression you receive. Scaling has an important controlling effect on that impression. Here is a demonstration of how easily and how substantially the scale can shape your impression of the message. Which would you choose, A or B?

A

B

It would be easy to opt for the answer. “Something in between,” and yet that, too, may be inappropriate. The decision rests on your professional understanding of the significance of the changes. And so, a $1,000 change in a multimillion contract may be insignificant while a one-cent change in the price of a floor tile may be. You would therefore select a scale to reflect your understanding of the importance of the changes; perhaps the picture at the left would be appropriate for contracts, the one at the right for floor tiles.

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