Good Charts: The HBR Guide to Making Smarter, More Persuasive Data Visualizations by Scott Berinato

Author:Scott Berinato [Berinato, Scott]
Language: eng
Format: azw3
Publisher: Harvard Business Review Press
Published: 2016-04-25T16:00:00+00:00

If you wanted to persuade someone that beer is too expensive at baseball games, it’s clear which chart you’d use. But if the commissioner of baseball wanted to understand the costs associated with attending games then such persuasion would be inappropriate. Admittedly, this example is extreme. Persuasion doesn’t need to veer into blatant editorializing. Most of the time, managers just want to make a point more clearly and forcefully than an accurate, well-designed, but passive chart does.

THREE STEPS TO MORE-PERSUASIVE CHARTS

What often makes a chart persuasive is how easily you draw people’s attention to the main idea so that they can process it.8 Persuasion scientists refer to this as the availability of salient information. If you make an idea easy to access, viewers will often find it more appealing and persuasive.9

Which chart does a better job of persuading you that the West Coast sales team is a problem?

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