Getting the most out of your charts

When creating charts, our goal is to efficiently communicate information to our audience. Our aim is to make the process of information consumption as effortless as possible - there's nothing worse than having to squint and stare at a chart to decipher its message.

Believe me, we've all been guilty at some point of creating overly complex charts. Yet, this doesn't mean we should shy away from striving for simplicity.

Today, I want to explore the Data-Ink Ratio rule. The principle was first introduced by one of my favourite visualisation experts, Edward Tufte, in his 1983 book, "The Visual Display of Quantitative Information".

What is the Data-Ink Ratio?

The data-ink ratio refers to the proportion of a chart's ink dedicated to the actual representation of data, versus the non-data-ink used for everything else in the visual display.

Why 'ink'?

In the days of pen and paper - though we're not entirely beyond them - ink was the medium used to create charts. This term remains relevant as it emphasizes efficiency in how we use our visual tools today.

Why is this concept crucial?

The importance of this concept lies in its focus on making every 'drop of ink' count. Our objective is to optimise our visual space, directing our audience's attention to what matters most, thereby ensuring clarity and focus. Our aim is to eliminate any clutter that detracts from the essential data.

How can you implement the Data-Ink Ratio rule?

Here are several strategies to apply this rule effectively:

1. Eliminate unnecessary lines and borders: Remove non-essential grid lines and borders that don't contribute to understanding the data. If they are necessary, consider making them lighter.
2. Reduce the use of colour: Use colour sparingly with intention. Avoid using multiple colours that complicate rather than clarifies.
3. Simplify labels and text: Ensure that every piece of textual information on the chart provides essential information. Remove or consolidate labels that can be easily inferred or are redundant.
4. Iterative Refinement: Continuously refine your visualisation. Iteratively remove elements to see how it affects the comprehension and impact of the data presented.

By adhering to these guidelines, you can enhance the effectiveness of your data visualisations, making them not only more appealing but also more informative and easier to understand.

Walkthrough of an example

In this section, I'll demonstrate how simplifying a chart can enhance clarity and focus. Initially, our chart was cluttered, with multiple lines representing different players, making it difficult to discern individual performance trends. To address this, I simplified the chart and created separate visuals for key players. This approach not only cleans up the design, but also allows us to highlight individual stories more effectively.

Here's the process:

1. Original Chart: Our initial chart included multiple players with different coloured lines, leading to a visually busy and confusing display.
2. First Iteration (Wilt Chamberlain): I started by isolating Wilt Chamberlain’s data. I removed the grid lines and used a selective colour scheme. This helped in focusing on Chamberlain’s peak performance years without the distraction of other players' data cluttering the view.
3. Second Iteration (Wilt Chamberlain): Further simplification was achieved by removing all redundant iterations of age and softening the colours of other players' data. This iteration makes Chamberlain's dominant years stand out even more clearly.
4. Further Examples (Michael Jordan, LeBron James, and Kobe Bryant): Applying the same principles, I created focused charts for each player. These charts highlight individual career trajectories and significant moments, like Jordan’s interruptions due to retirements and Bryant’s gradual rise to a scoring leader.

Each chart now tells a more distinct and engaging story, demonstrating how targeted adjustments can significantly enhance the data-ink ratio while improving the overall impact and readability of our visual presentations.