EC-201b · Module 2

Chart Selection for Executives

3 min read

Chart selection for executives follows a different criterion than chart selection for analysts. Analysts want the most accurate representation of the data. Executives want the representation they can correctly interpret in three seconds. When both criteria point to the same chart, use that chart. When they diverge, use the chart the executive will correctly interpret. A chart that is analytically precise but visually ambiguous has failed at its purpose in an executive context.

Bar charts win in executive contexts because executives have an instinctive reading for bar length. The longer bar is bigger. The shorter bar is smaller. The difference is visible without calculation. Line charts win when the trend matters more than the individual values — executives read rising or falling instantly, without reading the axes. Pie charts almost never win in executive contexts because humans read pie angles poorly, and the "which slice is bigger" question requires comparison that bar charts answer more reliably.

Do This

  • Use bar charts for comparison — executives read bar length intuitively
  • Use line charts for trends — rising/falling is visible at scan speed
  • Use a single large number when the finding is one number ("83% reduction") — the chart adds complexity without adding information
  • Use the simplest chart that accurately represents the finding

Avoid This

  • Use pie charts for executive audiences — angle comparison is slower than bar comparison
  • Use scatter plots or bubble charts when a bar chart would show the same relationship
  • Add a second Y-axis — dual-axis charts require explanation that the executive should not need
  • Choose a chart type because it "looks more sophisticated" — sophistication is not the criterion