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© 2014 Pacific Crest
283
Category
Graph Types
Use when...
Limitations
Schematic
Diagram
Flow chart, PERT chart,
Venn diagram, schematic,
blueprint, concept map
A structure can be
understood through
thinking graphically
using a set of rules
and conventions
Rules and conventions must be
adhered to
Must use the correct graph type
for a given context
Audience must know the rules
and conventions
Graphical
Representation
Graphing of equations and
functions
Visualizing a
mathematical
statement
Graphing software
Non-defined ordered pairs
Free-form
Diagram
Picture or model of
something
Modeling a real-world
object or situation
Too complex
Must be appropriately labeled
O
ops
! A
voiding
C
ommon
E
rrors
●
Not choosing an appropriate graph type
Example
: A marketing company needs to understand the results of a brand comparison to kick
off their marketing campaign. In order to allocate their resources correctly, they look
at age demographics for the three brands tested. An analyst created the pie charts
below.
20 and under
21-35
36-50
51+
Demographic Distribution for Marketing Plan
Brand B
Brand A
Brand C
Why?
While pie charts are excellent at showing the percentage breakdown of one particular
item, to make direct comparisons across groups a stacked bar chart is easier to
interpret. Brand A is more equally distributed across all age groups.
0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 %
Brand C
Brand B
Brand A
20 and under
21-35
36-50
51+
Demographic Distribution for Marketing Plan
6.4 Communicating Graphically