Tufte Revealed and Applied to Business

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Tufte Revealed and Applied to Business

• Frost and Pike

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Tufte Principle 1

• The representation of numbers, as physically
  measured on the surface of the graphic itself,
  should be directly proportional to the numerical
  quantities represented.

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Missing Information and 3D Objects
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Calculate Lie Factor
Volume 4.2 x 1.0 x 0.5 2.1
Volume 2.8 x 1.0 x 0.5 1.4
Change on Graph Change in Data
Lie Factor
x 100
2.1 1.4 2.3 1.7
x 100
Lie Factor
117
Lie Factor
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3D Object with More Information
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Complete Information without Distraction
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Tufte Principle 2

• Clear, detailed, and thorough labeling should be
  used to defeat graphical distortion and
  ambiguity.
• Write out explanations of the data on the graphic
  itself.
• Label important events in the data.

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Decline without Explanation
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Annotate to Provide Explanation
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Tufte Principle 3

• Show data variation, not design variation.

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Cheesy Chartjunk Rots Graph
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Data Revealed
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Tufte Principle 4

• In times-series displays of money, deflated and
  standardized units of monetary measurement are
  nearly always better than nominal units.

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Nominal Data Alone
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Nominal and Real Data
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Unstandardized Data
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Standardized Data
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Tufte Principle 5

• The number of information-carrying (variable)
  dimensions depicted should not exceed the number
  of dimensions in the data.

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One Variable and Three Dimensions
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One Variable and One Dimension
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Tufte Principle 6

• Graphics must not quote data out of context.

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Unable to Draw Conclusion
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Conclusion Drawn with Non-Events
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No Context, No Value
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Context and Value Added