7 different goals for your chart
A crucial step in building a powerful chart is choosing the right type of chart. A lot of charts don’t work because they simply use the wrong type of chart. To avoid this trap, we must ask ourselves a basic question: what’s the ultimate goal of our data visual? What do we want to show with our data?
Categories of graphical representation
As it turns out, there’s only a limited set of goals we might have for our chart. These goals, sometimes called ‘categories of graphical representation’, always boil down to the same seven categories.
Comparison: in many cases, we want to compare different values for different categories with each other. A bar chart is perfect to do this: the length of the bars shows us the underlying data values, and makes it easy to compare them with each other.
A part-to-whole comparison is comparison’s little brother. Rather than directly comparing categories with each other we’re comparing the size of a single category with the total size of all categories combined. Pie charts or stacked bar charts are ideal tools for this.
If our goal is to show a distribution, we want to get an impression of how data points are distributed along a certain parameter or dimension. Great charts to study or show distributions are histograms, box plots, density plots or ridgeline plots.
If the dimensions under consideration are spatial dimensions, such as latitude or longitude, we’re talking about a spatial distribution – the realm of maps.
When one of the parameters in our dataset is time, we’re often interested in showing the evolution: how has a certain value changed over time?
Correlation occurs when two parameters are related to each other. For example, if we take a large group of humans and have a look at their height and weight, we will find that, in general, taller people also have a larger weight. Typically scatter plots are used to study correlations, but there are other options as well.
Finally, hierarchy: we might want to show how different parts of a dataset are linked to each other. Maybe there’s a parent category with subcategories, and maybe those subcategories are again subdivided into even smaller categories. To show these hierarchies a sunburst diagram, treemap or network visualization might be what we need.
Start with the goal in mind
99% of all the charts we have to make fall into one of these seven categories. Clearly identifying our goal at the start of the creation process will help us find the most appropriate chart type, leading to the most powerful chart.
If you want to know more about visualizing data in the right way, you can check out the other videos in this series. Or I invite you to read my book, Powerful Charts, that will give you actionable insights and practical guidelines to create data visuals that truly engage and inspire your audience.
Full video series
- 01. Why is data visualization so powerful?
- 02. Why is data visualization so challenging?
- 03. Navigating the landscape of powerful charts
- 04. A powerful chart tells a story
- 05. A powerful chart has a high signal-to-noise ratio
- 06. Making a data visual noise-free
- 07. 7 different goals for your chart
- 08. Three roles of colour in a data visual
- 09. Choosing the right font for your data visual
- 10. Can you use Excel to create a powerful chart? (coming on January 09, 2023)
Read more:
Report visuals don’t have to suck
Discover how CREG, Belgium’s electricity regulator, turns complex data into clear and engaging visuals. From smart annotations to small multiples and uncommon chart types, their Monitoring Report shows how thoughtful data visualization makes technical reports easier to read and understand.
Data visualization podcasts 2025
At Baryon, we’re huge fans of podcasts! Data visualization podcasts are a great way to stay up to date on the latest trends and techniques in data visualization.
Tell me why… I don’t like dashboards
I don't like dashboards. Well, most dashboards at least. They're just trying too hard... to do everything, everywhere, all at once. Why is that? And is there a better solution?
Why I love matrix charts
This one is definitely in my top 5 of favourite chart types: a matrix chart! Super flexible, can provide some great insights into the data, and it will fit well into your beautiful report design.
Vreemde plaatsnamen in Vlaanderen
Iedereen kent wellicht 'Kontich' en 'Reet', maar in Vlaanderen hebben we nog veel meer merkwaardige, onverwachte, en vaak grappige plaatsnamen. Heb je bijvoorbeeld ooit al gehoord van Buitenland, Dikkebus, of Grote Homo?
Small multiples can save your chart
When you're dealing with a chart that has too much information on it, the most straightforward advice to follow is: break it down into multiple charts, each with less information on them. A powerful example of this is a so-called small multiple approach.
We are really into visual communication!
Every now and then we send out a newsletter with latest work, handpicked inspirational infographics, must-read blog posts, upcoming dates for workshops and presentations, and links to useful tools and tips. Leave your email address here and we’ll add you to our mailing list of awesome people!
