HOW CHARTS REFLECT THE

BUSINESS PRESENTATIONS

By: Harvinder Singh

MARIMEKKO CHARTS

Marimekko charts are two dimensional graphs that analyze multiple data series against two variables, the
X and Y axes. The graphs are so named for their tapestry-like appearance. The Marimekko graph can be
used in many different industries. Its function is to display a system of interrelated values so that both
groups and relative sizes of the elements can be seen at the same time. In a Marimekko chart, the width
of the columns is proportional to data represented by the columns. Individual segment height is a
percentage of the respective bar total value.

100%

80%

60%

40%

20%

0%
0% 20% 40% 60% 80% 100%
CASCADE (OR WATERFALL)

Cascade or Waterfall charts categorize revenue or cost components of a market segment. Each bar is
related to and affected by the values in the surrounding bars. That is, given the first bar value, the next
bar adds to (or subtracts from) it a second value. The third bar then adds (or subtracts) to that value, and
so on. The last bar shows the final value after all additions (or subtractions) have been made.

12,000

10,000

8,000

6,000

4,000

2,000

0
2001 2002 2003 2004 2005
SIMPLE OR CLUSTER BAR

Simple or Cluster Bar charts are bar charts designed to display changes in data over time. A simple Bar
Chart compares items for one data series. A cluster Bar Chart compares two or more data series plotted
side-by-side. The bars are always in the same position for each grouping throughout the graph, so
comparisons may be made.

5,000

4,000

3,000

2,000

1,000

0
2009 2010 2011

HP Sony Lenovo Dell

STACKED BAR

A Stacked Bar chart shows the relationship of individual segments to the whole. Each bar represents the
total value of a data series and each item in the series is represented by a segment of the bar. The value
of each bar and bar segment is measured vertically on the Y axis.

7,000

Olympus, 500
6,000
Kodak, 400 Olympus, 400
JVC Picsio , 400 Kodak, 400
5,000
Pentax, 700 JVC Picsio , 600
Cannon, 400 Pentax, 550
4,000
Poloraid, 800 Cannon, 300
Poloraid, 650
3,000 Samsung, 600
Samsung, 600

2,000 Nikon, 1200

Nikon, 1050

1,000
Sony, 1500 Sony, 1350

0
2011 2012
HORIZONTAL CLUSTER BAR

Horizontal Cluster Bar chart is a type of cluster bar chart, which is a bar chart designed to display
changes in data over time. A horizontal cluster bar chart compares two or more data series plotted
horizontally. The bars are always in the same position for each grouping throughout the graph, so
comparisons may be made.

Sony

Nikon

Samsung

Poloraid

Cannon

Pentax

0 400 800 1200 1600

2012 2011
100% STACKED BAR

A 100% Stacked Bar chart shows the relationship of individual segments to the whole. Each bar
represents 100% the total value of a data series and each item in the series is represented by a
percentage segment of the bar. The value of each bar and bar segment is measured vertically on the Y
axis. While the total percentage measured for any one bar always represents 100%, the actual total value
represented by each bar may vary.

100%
Olympus, 500
Kodak, 400
JVC Picsio , 400
80%
Pentax, 700
Cannon, 400
60%
Poloraid, 800

Samsung, 600
40%
Nikon, 1200

20%
Sony, 1500

0%
2011
AREA

Area charts display how relative mixtures of a given category change over time. By displaying the sum of
the plotted values, it shows the relationship of parts to a whole. Area graphs usually do not display
specific values, but rather show trends and relationships.

20,000

16,000

12,000

8,000

4,000

0
2005 2006 2007 2008 2009 2010 2011 2012

Reebok Action Nike Addidas Fila

100% AREA

100% Area charts display how relative mixtures of a given category change over time. By displaying the
sum of the plotted values, it shows the relationship of parts to a whole. Area graphs usually do not display
specific values, but rather show trends and relationships. The total percentage measured for any one time
unit is always representative of 100%.

100%

80%

60%

40%

20%

0%
2005 2006 2007 2008 2009 2010 2011 2012

Reebok Action Nike Addidas Fila

STACKED BAR LINE

Stacked and Cluster Bar Line charts combine the dynamics of Bar and Line charts into one chart type.
The line displays the data series values plotted vertically at constant intervals. The bars display data
series values plotted horizontally at equal intervals.

12,000

9,000

6,000

3,000

0
2009 2010 2011 2012 2013 2014 2015

HP Sony Lenovo Dell Dif f erence

CLUSTER BAR LINE

Cluster Bar Line and Stacked charts combine the dynamics of Bar and Line charts into one chart type.
The line displays the data series values plotted vertically at constant intervals. The bars display data
series values plotted horizontally at equal intervals.

80

60

40

20

0
2007 2008 2009 2010 2011

HP Sony Lenovo Line

HORIZONTAL STACKED BAR

Horizontal Stacked Bar charts have multiple data series stacked on top of one another, so that the top
data level represents the total for that column. They are generally used to show how a larger component
is divided into smaller components and the affect of each component on the whole.

2007

2008

2009

2010

2011

0 20 40 60 80 100 120 140 160 180 200

HP Sony Lenovo Toshiba

LINE CHART

Line charts plot series of data points relative to the Y axis at equal time intervals on the X axis for the
purpose of trend analysis.

4,000

3,000

2,000

1,000

0
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

Nike Reebok
2Y LINE

A Line chart plots series of data points relative to the Y axis at equal time intervals on the X axis for the
purposes of trend analysis. In a 2Y Line chart, the user can choose a series to plot as a 2nd Y axis

4,000 4,000

3,000 3,000

2,000 2,000

1,000 1,000

0 0
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

Nike Reebok
2Y CLUSTER BAR

Simple and cluster bar charts are bar charts designed to display changes in data over time. A cluster bar
chart compares two or more data series plotted side-by-side. The bars are always in the same position
for each grouping throughout the graph, so comparisons may be made. In a 2Y Cluster Bar chart, the
user plots a series as a 2nd Y axis.

100 100
90

80 80
70 70

60 60
50 50

40 40
30 30

20 20
20 20
10

0 0
2007 2008 2009 2010 2011

HP Sony
2Y STACKED BAR LINE

Stacked and Cluster Bar Line charts combine the dynamics of Bar and Line charts into one chart type.
The line displays the data series values plotted vertically at constant intervals. The bars display data
series values plotted horizontally at equal intervals. A 2Y Stacked Bar Line chart allows the user to plot a
series in the data as a 2nd Y axis.

200 10

8
150

100

50
2

0 0
2007 2008 2009 2010 2011

HP Sony Lenovo Toshiba Net Income

2Y CLUSTER BAR LINE

Cluster Bar Line charts combine the dynamics of Bar and Line charts into one chart type. The line
displays the data series values plotted vertically at constant intervals. The bars display data series values
plotted horizontally at equal intervals. In a 2Y Cluster Bar Line chart, the user plots another series as a
2nd Y axis.

100 10

80 8

60 6

40 4

20 2

0 0
2007 2008 2009 2010 2011

HP Net Income
PIE CHART

Pie charts show the size of items that make up a data series proportional to the sum of the items. Pie
charts always show only one data series and consist of a circle divided into wedged segments. It shows
the relative sizes of components to one another and to the whole pie.

Kedas, 500
Airwalk, 500

Lakhani, 600

Action, 800
Nike, 4,500

Fila, 1,000

Adidas, 1,000

Reebok, 2,000
XY LINEAR BUBBLE

XY Linear Bubble charts plot three variables simultaneously. Two of the variables demonstrate how one
item varies in relation to another item. The size of the data marker or bubble at the intersection of these
two variables indicates the value of a third variable.

60% Acer, 50%

Samung, 32%
40% IBM, 30%

Lenovo, 20%
Sony, 15%
20% Hitachi, 30%

HP, -8%
0%

-20%
-10% 0% 10% 20%
DOUGHNUT CHART

Consider using a doughnut chart when:

You have one or more data series that you want to plot.

None of the values that you want to plot is negative.

None of the values that you want to plot is a zero (0) value.

You don't have more than seven categories per data series.

The categories represent parts of whole in each ring of the doughnut chart.

Cannon, 25 Sony, 25

Samsung, 25 Nikon, 25