Making The Right Chart

Carl Shank • March 14, 2023

Making the Right Chart. With more than forty (40) chart types out there and the chart making capabilities of Microsoft in either Excel or Word or PowerPoint, some basic guidance would be helpful from a typographical standpoint. Charts and graphs are mostly used in presentations, be they slides or paper proposals. However, they can be confusing, boring and generally uninviting or unclear to the audience. There are a few always used charts, and some chart types that should be used, but are ignored or neglected. Let's take a look at a few and some suggestions.*


The Bar Chart

This chart is commonly used to plot categorical data, show trends or patterns, or demonstrate nominal data. The chart on the right is from what is called a natural church development analysis, a measurement of eight factors that make up a healthy church anywhere. Note the shaded bar to indicate what they call a "minimum factor" which the church needs to seriously consider for health and continued growth and development. The numerical values are added to the bars to give precision to the chart.


The Pie Chart

The pie chart is used to show relative proportions and percentages of an entire dataset. It can be used up to six categories and used when the data is nomial not ordinal. Variations can be used on the pie chart to help it stand out in your presentations. Note the cut slices to the charts on the left. Also, note the money symbol used in the bottom pie chart since the charts are demonstrating company monetary income, and again the pie piece to the left. The pieces in the chart below need proper identification since they are not color coded. When using a pie chart, consider creating a separate slide with a stacked bar chart showing the component parts.

The Line Chart

Line charts are used to indicate continuous data that changes over time. If the data is too big for a bar chart, use a line chart. Line charts visualize trends rather than exact values, though the chart on the right has data points included for the years indicated below. The point of the chart is to visualize attendance changes in this church over a five year period, beginning with where they are now as contrasted to five years ago. A line chart should have no more than four lines to keep it easy to read.

A Scatter Chart

A scatter chart is used to show correlation and clustering in big datasets. It is often used when the order of points is not essential. In the chart to the left, the three data points are normally not enough to use in a scatter chart, though this example is from Microsoft itself.

A Bubble Chart

A bubble chart is primarily used to depict and show relationships between numeric variables. They are a great tool to establish the relationship between variables and examine relationships between key business indicators, such as cost, value and risk. A bubble chart is a variation of a scatter chart in which the data points are replaced with bubbles, and an additional dimension of the data is represented in the size of the bubbles. Just like a scatter chart, a bubble chart does not use a category axis – both horizontal and vertical axes are value axes.


A Polar Chart

A Polar chart is used to plot data points as described by their distance from the center of a circle (radius) and their relative angle in degrees from a reference point. This example is from a staff retreat where personalities were measured and plotted to see how they correlated with one another and the overall mix of staff in the company. In this particular case, the company's motto ("make the impossible possible") is going to prove difficult. Most of the top leaders are "beavers" which mean they are processors, while two leaders are "persuaders." There are no "lions," and they have to depend on the persuaders to move the company forward, while the beavers are naturally cautious and are the company's "doers."

Area Chart

An area chart is used to portray part-to-whole relationships. You can see the volume of your data, not just the relation to time. An area chart is based on a line chart, with the area between the line and the x-axis colored to illustrate volume. This sample is a stacked area chart.

Flow Chart

A Flow Chart is a diagram that shows the relationships and steps involved in the development of a process. Often special symbols and colors are used to represent specific kinds of processes. This flow chart on the right derived in LucidChart shows how a support request is handled by the company. There is usually a "yes" or "no" option which then leads to other options. Note the different colors and symbol forms used.

A Mekko Chart

A Mekko chart (also known as a Marimekko chart or mosaic plot) is a two-dimensional stacked chart where the chart column width usually represents the dollar amount or relative size of a market segment while the chart column height breaks down each segment, revealing the key players as well as their respective company shares. The graph provides a detailed overview of the target market for different car makes, all in one place which is why it has been used for decades by strategy consultants.


Chart Take Offs

Rather than just dull charts with numbers on the x and y axes, consider dressing up your basic charts with typographical and graphical flair. Consider the wonderful charts and graphs made in USA Today, as well as a telling sports chart below made by DisplayR. They demonstrate what can be done with a chart to make it eye-catching and interesting to even children in a classroom.

Most of these charts are available on the Microsoft platforms. They can also be made in a layout program like Adobe's InDesign. Specialized programs like DisplayR and Lucid Chart as well as Jan V. White's Using Charts and Graphs (R.R. Bowker Co., NY, 1984) can help make the chart making process less daunting. Knowing when and how to use them effectively is important in visualizing what you want people to take away from a presentation.


*A number of these descriptions adapted from Sara A. Metwalli, https://towardsdatascience.com/data-visualization-101-how-to-choose-a-chart-type-9b8830e558d6, Sep 7, 2020, as well as MacWorld, April 1988 and Windows Magazine, Winter 1995, by Irfan Salim.


Successful Layout & Design

Compositors & Type: Origin and Use of “Uppercase” and “Lowercase”

By Carl Shank • June 13, 2026
Compositors & Type: Origin and Use of “Uppercase” and “Lowercase” Carl Shank, CARE Typography Most everyone knows what “uppercase” and “lowercase” letters are. They refer, of course, to our “capital” letters and our “regular” small print. But not many know why or how they came to be known by such terminology. The answer is found in the history and development of typography and printing. “Case” here doesn’t refer to “circumstance” or “condition.” It refers to the wooden trays used to store metal letters, the top case for capital letters (“uppercase”) and the lower case for small letters. Each tray was divided into compartments to hold the type. The lower case also held the punctuation marks and other pieces of type, like “spacers.” The type case was a shallow wooden tray divided into compartments of various sizes. There were about thirty styles of type cases, and some of these were made in different sizes.[1] The most common, or standard, size was 32¼ by 16 inches, outside dimensions, and ⅛ inches deep, inside. One of three traditional plans or schemes for such type cases involved (1) all characters in one case; (2) capitals, small capitals and a few other characters in one case; or (3) the small letters, figures, points, spaces and quads in another case. The two latter cases formed a pair and would nearly always be used together.(See Images) Hand compositors (or “swifts”) would take individual letters, spaces and punctuation marks or other characters from the type case and place them in what was called a composing “stick” in such a manner that when the type characters are properly assembled, they form words, sentences and paragraphs. The work of the press room compositor was divided into two fundamental operations — the “setting” of type and the “unsetting” of type. The former was called composition and the latter, distribution. A visual example of such typesetting can be seen in some of the episodes of The Waltons, an American historical dramatelevision series about a family in rural western Virginia in the Appalachian/Blue Ridge mountains chain, during the economic hardships and mass unemployment of the Great Depression in the 1930s and the subsequent United State home front during World War II in the 1940s. The series aired from 1972 to 1981. John-Boy, a leading character of the series, opened a print shop in a shed by the family home with an old-fashioned mechanical printer that required setting cold metal type from a type case. His brother was the compositor while John-Boy ran the printing machine.

Vanity Type

By Carl Shank • June 6, 2026
Reading through an old volume of Frederick Nelson Phillips, Inc, Type Faces:With Which We 'Prove It With Proofs' in Typography for Advertisements (New York, 1924), I came across some type that falls outside of the standard typography models, called "vanity type." The term “vanity typography” is not a formal category in typographic history like Old Style, Transitional, Modern, or Sans Serif. Designers typically use the phrase informally to describe typography that draws attention primarily to itself rather than serving the text or reader. Vanity typography occurs when type is used as a display of the designer's skill, fashion, or personal taste rather than to improve communication. Readability is sometimes sacrificed for self-expression and artistic flair. Such type styles use excessive ornamentation, decorative letterforms, overuse of effects like shadows, outlines, gradients and distortions, unusual spacing, and generally typography used to impress rather than inform. Notice in the sample by Phillips, the different "A's," "F's,", "G's," "H's," "L's," "M's," "S's," T's" and "W's." This is not calligraphy lettering, but rather type that could have been used for verses or opening letters to paragraphs or stories.
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