HOW TO CREATE PERSUASIVE CHARTS

There are three steps to creating persuasive charts:

1. Make the message the title of your chart

To help readers, make the title the one message you want to be remembered. Most graphs are headed by topic titles that leave the reader searching for the central message. A graph labeled "Sales by Product" is much less informative than "Beer accounts for 60% of our sales." A graph headed "Company Sales Trend" is much less informative than "Company sales have tripled since July."

2. Interpret the chart for your audience

Whenever possible, interpret the graph for your audience. Look at the chart in Figure 10.4; it could be interpreted four different ways:

Figure 10.4. Headings should help your viewer interpret the chart. ...

Get Artful Persuasion: How to Command Attention, Change Minds and Influence People now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.