Introduction to Information Design
General Principles
Edward Tufte
Enforce visual comparisons.
Your visual, if telling a story or making a point, must be able to answer the question "compared to what?" For example, if a company's stock is visually shown at 50 today, that doesn't mean a thing unless you can also demonstrate what the stock was at yesterday, or one week ago, or one month ago, or one year ago. "So the stock is at 50 today," you ask. "50 compared to what last month?"
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