Avoiding misleading.
WHAT MISLEADS, EVEN UNINTENTIONALLY
Value axes not starting at zero, on bar charts Selecting a period that shows what you hoped Comparing unlike periods Percentages without the base figure Averages without the spread Charts with inconsistent scales
THE PERCENTAGE POINT
A hundred percent increase from two to four is technically true and misleading.
Give the underlying figures.
WHAT TO ALWAYS DISCLOSE
The period covered The source Anything excluded Any known data problem
THE EXCLUSION POINT
If you removed records, say so and say why.
WHAT TO BE CAREFUL WITH
Rounding that changes the conclusion Emphasis that implies certainty you do not have
WHAT TO ASK YOURSELF
Would someone reaching the opposite conclusion consider this fair?
WHAT TO DO WITH INCONVENIENT FINDINGS
Report them.
A report that only ever brings good news is not trusted.
WHAT THAT PROTECTS
Your own credibility, which is the point.
