Chapter 43. Choose the Right Visual
Gene Zelazny, the director of visual communication for McKinsey & Company, says the best approach to choosing the right visual for your presentation is a simple, three-step process: first, determine your message; next, identify the comparison; and, finally, select the chart form.
“Choosing a chart form without a message in mind,” he says, “is like trying to color-coordinate your wardrobe while blindfolded”. Choosing the correct chart form depends on clearly knowing what message you want to deliver in your presentation. The data (dollars, percentages, gallons, and so on) doesn’t determine the chart. Nor does the measure (return on investment, examination scores, and so on) determine which chart you should choose. ...
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