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2. avoid comparing pie chart to another
3. avoid 3-D pie chart
4. Largest slice at the top '12' and in clockwise. Example:

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Waterfall Chart

Features:

Each waterfall chart will have a slightly different appearance, depending on the type of data you choose to visualize. However, final chart will likely include the following features:

Floating Columns: To quickly provide a visual into the status of a value over time, the floating columns (also known as plot or plotted values) represent the positive and negative changes made to the initial value.

Spacers: Because each of the columns in a waterfall chart don’t begin at zero, they need to be offset by a certain margin. This area is known as the spacer or padding.

Connector Lines: The connector lines (also known as datum) show the relationships between the floating columns. Although they are not necessary for all waterfall charts, connector lines can be a helpful addition to improve the professional look of your chart.

Color Coding: By assigning specific colors to the different column types, you can quickly tell positive from negative values and provide a quick visual of the movement over time.

Crossover: There are some instances, depending on the values you're plotting in your chart, where the values will move across the x-axis. For example, if you are creating a waterfall chart as a visual for a profit-and-loss statement and the first figure is 1,000 while the second figure is -2,000, part of the floating column will be above the x-axis and part will be below. This is an important feature of the waterfall chart, as the chart should adjust automatically to show movement across the axis.

The Benefits of Using a Waterfall Chart:

Customize the appearance of your waterfall charts, as you would with any other chart.

Make them as simple and bare-bones or as complex as you like.

Deploy them for analytical purposes, especially to explain or present the gradual changes in the value of an item.

Study a wide variety of data, such as inventory analysis or performance analysis.

Demonstrate how you have arrived at a net value, by breaking down the cumulative effect of positive and negative contributions.

Examples of application:

A waterfall chart can be used for analytical purposes, especially for understanding or explaining the gradual transition in the quantitative value of an entity which is subjected to increment or decrement. Often, a waterfall or waterfall chart is used to show changes in revenue or profit between two time periods.

Waterfall charts can be used for various types of quantitative analysis, ranging from inventory analysis to performance analysis.

Waterfall charts are also commonly used in financial analysis to display how a net value is arrived at through gains and losses over time or between actual and budgeted amounts. Changes in cash flows or income statement line items can also be shown via a waterfall chart. Other non-business applications include tracking demographic and legal activity changes over time.

Popular Uses

Financial Statement Analysis

Change Analysis

Gap Analysis

Segmentation

Best Practices:

A waterfall chart should be used to show how an initial value is affected by intermediate values -- either positive or negative -- and resulted in a final value. This should be used to reveal the composition of a number. An example of this would be to showcase how overall company revenue is influenced by different departments and leads to a specific profit number.

Design Best Practices for Waterfall Charts:

Use contrasting colors to highlight differences in data sets.

Choose warm colors to indicate increases and cool colors to indicate decreases.

Best Practices for Waterfall Charts

1. Add a Y axis break to a change waterfall chart. The change bars are typically smaller than the total bars so without an axis break they are harder to see on the chart.

2. Use bar comparison lines to highlight the change between two bars on the waterfall chart. For example, you can add a bar comparison line to show the absolute and percentage change between the beginning and ending values.

3. Include data rows with supplementary data or text that contributes to the overall message for the chart.

4. Strategically use color on your waterfall chart. For example, color change bars green for positive values and red for negative values. You can do this manually or using conditional formatting. Or, use a highlight color to draw attention to the primary drivers of change.

5. Use a horizontal waterfall chart when you have many bars or have lengthy bar labels.

Bullet Chart
Features:

Used typically to display performance data, Bullet Graphs functions like a Bar Chart, but are accompanied by extra visual elements to pack in more context.

The main data value is encoded by a length of the main bar in the middle of the chart, known as the Feature Measure. The line marker that runs perpendicular to the orientation of the graph is known as the Comparative Measure and is used as a target marker to compare against the Feature Measure value. So if the main bar has passed the position of Comparative Measure, you know you’ve hit your goal.

The segmented coloured bars behind the Feature Measure are used to display qualitative range scores. Each colour shade (the three shades of grey in the example above) are used to assign a performance range rating. So for example, poor, average and great. When using Bullet Graphs, it's ideal to keep the maximum number of ranges to five.

The bullet graph consists of five primary components:

1. Performance Measure – The actual value of the metrics

2. Comparative Measures – One or two comparative/ target measures to compare the performance of the metrics against a give target value

3. Qualitative scale – To measure the metrics state i.e. good, bad or satisfactory

4. Quantitative scale – Linear X axis to measure the value of the metrics

5. Text label – For labeling the metric

Advantages :

Space saver – require less real estate, can be oriented horizontally and vertically based on the space available.

Display multiple measures

Easier to read and more informative

Examples of application:

1. Highlighting performance against benchmark using conditional formatting

2. Performance against 2 benchmarks

3. Performance against 3 benchmarks

4. Vertical Bullet chart using Qualitative scale (Good Bad Ugly)

5. Negative scale

Best Practices:

A bullet graph reveals progress toward a goal, compares this to another measure, and provides context in the form of a rating or performance.

Design Best Practices for Bullet Graphs:

Use contrasting colors to highlight how the data is progressing.

Use one color in different shades to gauge progress.

Bullet Graph:

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Features:

Line graphs consist of two axes: x-axis (horizontal) and y-axis (vertical), graphically denoted as (x,y). Each axis represents a different data type, and the points at which they intersect is (0,0). The x-axis is the independent axis as its values are not dependent on anything measured

An area chart, also called an area graph, is similar to a line graph in that it displays changes in data over time. Data points are marked on an XY grid, then connected to form a line. From there, the area between the plotted line and the x-axis is shaded in with colors or textures.

Example:

Line graph is usually used to show the change of information over a period of time. This means that the horizontal axis is usually a time scale, for example minutes, days, months or years.

Area Chart: if you want to see how many women’s clothing items and men’s clothing items your apparel company sold last quarter, you’d plot data points for each category and fill in those areas with a different color. You can see at a glance which apparel line performed better in quarterly sales.

Best Practice
Line Graphs: Use solid lines only. Don't plot more than four lines to avoid visual distractions. Use the right height so the lines take up roughly 2/3 of the y-axis' height.

Area Charts: Use transparent colors so information isn't obscured in the background. Don't display more than four categories to avoid clutter. Organize highly variable data at the top of the chart to make it easy to read.

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Heat map

Features:

A graphical representation of data where the individual values contained in a matrix are represented as colors.

A method of graphically representing numerical data where the value of each data point is indicated using colors. The most commonly used color scheme used in heatmap visualization is the warm-to-cool color scheme with the warm colors representing high-value data points and the cool colors representing low-value data points.

Example:
1. QSR Industry Using Geo Heatmap

For businesses that have more brick and mortar stores than an online presence. They can represent areas of high and low density in terms of population, sectors, high and low selling areas, and more.

https://ibb.co/5RVhxkT

2. OTT Media Services Using Website Heatmap

Netflix used heatmap as a data collection and visualization tool in order to identify their target audience’s streaming interests, the kind of shows and movies they watched, the various genres they identify with, and so on, and then used the gathered data to deliver personalized experiences to each viewer.
https://ibb.co/rdLvq9P

3. Financial Services Industry Using Heatmap

Stocktwits offers a free heatmap of trends in eight key sectors namely basic materials, utilities, industrial goods, health care, technology, financials, consumer goods, and services. Heatmaps remove multiple steps from the process through the graphical representation of data, whereby they visualize complex data points in an easy to consume and easy to compare manner.
https://ibb.co/4RNphZc

4. Travel & Hospitality Industry Using Geo Heatmap

Destination Falkenberg, a company owned by the municipality of Falkenberg, used data that is already there in the country’s tourism departments and branches to collect information on the guests’ postal address to be able to identify where the most number of tourists came from. They gathered data of over 50,000 individual bookings that were made, segmented the data based on the type of accommodation booked,  and then projected that data onto a heatmap.
https://ibb.co/v1kZVPd

Best practices of graphs

1. Use a simple map outline

2. Select colors appropriately

3. Use patterns sparingly

4. Choose appropriate data ranges

5. Show values in cells

6. Sort levels by similarity or value

Tree Chart

Features
Treemaps are visualizations for hierarchical data. They are made of a series of nested rectangles of sizes proportional to the corresponding data value. A large rectangle represents a branch of a data tree, and it is subdivided into smaller rectangles that represent the size of each node within that branch.

It is used to break down broad categories into finer and finer levels of detail. Developing the tree diagram helps you move your thinking step by step from generalities to specifics.

Examples of application of graphs

1. Treemaps in the News

Visualizing the Internet (BBC News) – Explore this interactive graphic to find out which are the biggest sites on the internet, as measured by the Nielsen company. Filter by top 100 sites, search engines, social networks, retail sites, media/news, or by country.
https://ibb.co/kmBF58q

2. Analyse cause of death
https://ibb.co/gM6rm88

3. Vote Casting

https://ibb.co/VQvvTqk

4. Stock Change
https://ibb.co/86YY8X5

Best practices of graphs

1. Choose the right measures for size and color

2. Space matters

3. Labels should add value

4. Labels must stand-out against treemap colors

5. Explanatory legends

6. Color ranges fit the data

7. Show correlation by highlighting

8. Show changes with animation

9. Simple presentation of node detail

10. Gradually reveal detail

Limitations of a treemap chart

You cannot display data that varies in magnitude.

Out of the two quantitative variables that a rectangle represents, the variable standing for the size of the rectangle cannot have a negative value.

One of the values that a rectangle stands for is to be gauged from the area of the rectangle; this is a slight difficulty when compared to other charts where you can gauge values from the length of the data plot.

The rectangles are automatically ordered by area within the parent node; the chart does not provide for any more sorting options.

Treemaps having a large number of data points on a single level are unsuitable for print.

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Bar / Column chart
Features:
-Illustrating comparisons among items.
-Typically organized along the horizontal axis and values along the vertical axis.

Example of application:
1. Grouped Bar Graph
A grouped bar graph is a way to show information about sub-groups of the main categories.
Example: Age range and percentage
2. Stacked Bar Chart
A stacked bar chart also shows sub-groups, but the sub-groups are stacked on the same bar.
Example: Company and profits
3. Segmented Bar Graph.
A type of stacked bar chart where each bar shows 100% of the discrete value. They should represent 100% on each of the bars or else it’s going to be an ordinary stacked bar chart.
Example: Sport types and Genders

Best practices:
- Bar graphs are an effective way to compare items between different groups. This bar graph shows a comparison of numbers on a quarterly basis over a four-year period of time. Users of this chart can compare the data by quarter on a year-over-year trend, and also see how the annual sales are distributed throughout each year.
- Bar graphs are an extremely effective visual to use in presentations and reports. They are popular because they allow the reader to recognize patterns or trends far more easily than looking at a table of numerical data

Dual Axis Chart
Feature :
- Illustrate the relationships between two variables with different magnitudes and scales of measurement.

E xample of application:
Corporate financial reporting analysis
- the rate that the company can charge for its services is related to the overall health of the economy.The rate trend is shown in the white curved line, and the health of the economy, as represented by Gross Domestic Product (GDP) growth, is shown as the columns (blue for actual, green for forecast)

B est Practices:
- Make sure your y-axes are related
- Place primary y-axis on the left
- Use contrasting colors

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Features : There are two features that let us read the values on a pie chart: the angle a slice covers (compared to the full circle), and the area of a slice (compared to the entire disk).
Example : to compare areas of growth within a business such as turnover, profit and exposure.
-web browser market share
Best practise of pie chart:
1. Dont use more than five sections

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Scatter

Feature:
A scatter plot (aka scatter chart, scatter graph) uses dots to represent values for two different numeric variables. The position of each dot on the horizontal and vertical axis indicates values for an individual data point. Scatter plots are used to observe relationships between variables.

Example:

Each type of chart or graph has its own rules for when it’s going to be the best data visualization to showcase your information.

Use a scatter plot to determine whether or not two variables have a relationship or correlation. - temperature dependent sales of an ice cream shop

Use a scatter plot when your independent variable has multiple values for your dependent variable. - weight vs height

Use a scatter plot when you have two variables that pair well together. -correlation of gestational age and birth weight

Best Practice:

1) Add a trend line
2) Categorical third variable
3) Numeric third variable
4) Highlight using annotation and colour
5) Related plots

Bubble

Feature:
Bubble charts are similar to Scatter plots. They show data points as bubbles using Cartesian coordinates. In addition, bubble charts can display the size of the bubbles in proportions using a third measure. If you add an attribute to the View by section, the bubbles get different colours for each attribute value.

Example:
1) Search engine marketting
2) Keyword density
3) Promotional effect

Best Practices:
1) Scale bubble area by value
2) Incorporating negative values
3) Limit number of points to plot
3) Include a legend
4) Present a clear trend
5) Incorporating negative value