§3.2
Chart Atlas
The chart atlas is not a gallery. It is a translation guide. Managers rarely need the name of every visualization technique, but they do need to know what visual comparison a business question is asking for. A histogram, a line chart, an indexed line, a heatmap, and a coefficient plot are not interchangeable styles. Each one answers a different managerial question and carries a different risk of overclaiming.
The executive question: which chart form matches the managerial question?
The atlas uses the real case data for this part of the book. Soup carries the Part II through-line. County data supplies cross-sectional and geographic examples. Zillow supplies long state time-series examples. The small teaching arrays appear only where the chart form is a managerial accounting bridge, not a natural field in the three datasets.
Figure 1 is the source contract. It matters because students should learn chart choice from evidence, not screenshots. Every miniature chart in Figure 2 is drawn from these sources and each card states a real finding or a deliberate teaching simplification.
| Source | Scope | Role in the atlas |
|---|---|---|
| Soup | {"88,409 store-months; $"}{atlasRaw.metadata.soup_stores.toLocaleString()} stores; {"2001-06 to 2006-12 | The Part II through-line for seasonality, pricing, volume, share, and skewed store-month behavior. |
| County | $"}{atlasRaw.metadata.county_rows.toLocaleString()} counties | Cross-sectional evidence for distributions, scatterplots, demographic correlations, maps, intervals, and coefficient previews. |
| Zillow | {"51 state time series; $"}{atlasRaw.metadata.zillow_date_range} | Long monthly housing series for lines, indexed comparisons, small multiples, and state-year heatmaps. |
| Teaching arrays | Small illustrative totals | Used only for Pareto and waterfall charts, where the lesson is a business bridge rather than a natural field in the three cases. |
The atlas
Read Figure 2 from left to right inside each card:
- The family names the evidence problem: distribution, comparison, time, relationship, geography, multivariate structure, uncertainty, or business bridge.
- The miniature chart shows the visual form using the teaching data.
- The finding states what this specific data example reveals.
- The use, question, and trap lines say when the form should and should not be used.
How to read the atlas
Start from the comparison, then choose the chart.
Each card moves from business question to visual form to misuse risk. Charts are live: hover for values, and where two forms answer the same question, toggle between them.
Soup panel
88,409 rows
2,042 stores, 2001-06 to 2006-12
County cross-section
3,111 counties
Demographics, votes, density, region, and state geography
Zillow time series
51 states
2000-01 to 2026-04
Atlas scope
26 chart forms
8 evidence families, several interactive
Soup
88,409 store-month rows from 2,042 stores; the Part II through-line for seasonality, price, volume, and share.
County
3,111 counties for cross-sectional distributions, relationships, maps, intervals, and coefficient previews.
Zillow
51 state time series from 2000-01 through 2026-04 for lines, indexes, and heatmaps.
Teaching
Small invented arrays only where the chart is a business bridge form rather than a natural field in the three cases.
Distribution
Shape, spread, outliers, and typical units.
4 charts
Distribution
Histogram
Use: Show the shape of one numeric variable with counts.
Question: Are most store-months small, or do a few stores dominate volume?
Trap: Do not compare many groups with overlapping histograms.
Soup: Progresso store-month volume is long-tailed.
Distribution
Density Curve
Use: Show a smooth distribution shape when exact bins would distract.
Question: Where is the typical county in the vote distribution?
Trap: Do not imply precision in thin tails.
County: Trump vote share clusters heavily above 50 percent across counties.
Distribution
Box Plot
Use: Compare distributions across groups compactly.
Question: Which regions have higher or lower typical county vote shares?
Trap: Do not use it when stakeholders need individual values.
County: regional boxes reveal different medians and spreads.
Distribution
Strip / Jitter Plot
Use: Show every observation when the distribution itself is the point and groups are few.
Question: How spread out are store-month volumes within each region, not just the average?
Trap: Do not jitter thousands of points into an ink-blob; sample or switch to a box plot at scale.
Soup: a regional sample of store-month volume, one dot per store-month.
Comparison
Rank or contrast a small set of categories.
5 charts
Comparison
Sorted Bar Chart
Use: Rank a small set of categories by one metric.
Question: Which region has the highest average county vote share?
Trap: Do not use unsorted bars when rank is the message.
County: regions sorted by average Trump vote.
Comparison
Dot / Lollipop Plot
Use: Compare values precisely without heavy bars.
Question: Which states had the largest home-value increase since 2020?
Trap: Do not use it for continuous time paths.
Zillow: state home-value change from January 2020 to the latest month.
Comparison
Stacked & 100% Bar
Use: Show part-to-whole composition across a few ordered groups.
Question: Does the soup category mix shift across quarters, in units or in share?
Trap: Do not stack many categories; only the bottom segment is easy to compare across bars.
Soup: category units by quarter, toggled between absolute and 100% share.
Comparison
Grouped Bar Chart
Use: Compare a few categories within each group side by side.
Question: How do core, premium, and broth units compare within each quarter?
Trap: Do not group so many series that bars become too thin to read.
Soup: the same quarterly category data shown as clustered bars instead of stacked.
Comparison
Slopegraph
Use: Compare two points in time across categories and emphasize who moved.
Question: Which regions shifted between the two elections, and in which direction?
Trap: Do not use it for more than two time points; it stops being a slope.
County: average regional vote share in two elections, connected by a line per region.
Time
Order, timing, baselines, and growth paths.
4 charts
Time
Line Chart
Use: Show how a metric evolves over ordered time.
Question: How did state home values move through the housing cycle?
Trap: Do not use it for unordered categories.
Zillow: California, Texas, Florida, and New York home value paths.
Time
Indexed Time Series
Use: Compare growth paths with different starting levels.
Question: Which housing markets grew faster after 2020?
Trap: Do not read index values as dollars.
Zillow: each state equals 100 in January 2020.
Time
Small Multiples
Use: Repeat the same chart across groups with common scales.
Question: Do housing cycles look similar across states?
Trap: Do not vary scales silently when magnitude matters.
Zillow: four state panels reveal timing and amplitude.
Time
Area / Stacked Area
Use: Emphasize magnitude over time, or composition over time when totals matter.
Question: How large did each state market get, and how do they sum over time?
Trap: Do not stack area when readers need each series read precisely; only the bottom is honest.
Zillow: California alone as a filled area, then four states stacked.
Relationship
Two-variable patterns before model claims.
2 charts
Relationship
Scatterplot
Use: Show the relationship between two numeric variables.
Question: Do counties with more college graduates vote differently?
Trap: Do not call a slope causal without a design.
County: education share and Trump vote share.
Relationship
Bubble Plot
Use: Add magnitude to a two-variable relationship.
Question: Do the largest-vote counties sit in different density/vote space?
Trap: Do not let bubble area overwhelm the x-y comparison.
County: vote count sizes each point.
Geography
Spatial pattern only when place changes action.
2 charts
Geography
Choropleth / Tile Map
Use: Location is part of the decision.
Question: Where is the regional pattern strongest?
Trap: Do not map data just because a place field exists.
County: state tile map summarizes county vote patterns.
Geography
True Choropleth Map
Use: Location is part of the decision and the geographic shape itself carries meaning.
Question: Where did home values grow fastest since 2020, on a real US map?
Trap: Do not map raw counts on a choropleth; area distorts them — map rates or changes.
Zillow: state home-value growth since 2020 on an albers-usa projection.
Multivariate
Dense scans across two dimensions or many pairs.
3 charts
Multivariate
Correlation Matrix
Use: Scan many pairwise relationships at once.
Question: Which demographic variables move together before modeling?
Trap: Do not treat correlation as effect size or causality.
County: demographics, density, income, and vote share.
Multivariate
Heatmap
Use: Show a matrix of values across two ordered dimensions.
Question: Which states and years show the biggest housing jumps?
Trap: Do not use color when exact values are the decision.
Zillow: annual home-value changes by state and year.
Multivariate
Treemap
Use: Show part-to-whole for many categories where rank and rough share matter.
Question: How is revenue split across product families at a glance?
Trap: Do not expect precise comparisons; area is read far less accurately than length.
Teaching data: revenue share across six product families as nested rectangles.
Uncertainty
Estimates plus the range that should qualify them.
2 charts
Uncertainty
Interval Plot
Use: Show estimates with uncertainty in the same visual.
Question: Does the density-vote pattern look stable enough to discuss?
Trap: Do not hide the denominator behind a precise dot.
County: mean Trump vote by population-density decile.
Uncertainty
Coefficient / Forest Plot
Use: Summarize model estimates and intervals.
Question: Which predictors remain visually important after adjustment?
Trap: Do not show coefficients before explaining units and controls.
County: standardized regression preview.
Business Bridge
Managerial decomposition from components to action.
4 charts
Business Bridge
Pareto Chart
Use: Show which categories contribute most of a total.
Question: Which product families explain most revenue?
Trap: Do not use it when categories are mutually ordered by time.
Teaching data: revenue concentration across product families.
Business Bridge
Waterfall Chart
Use: Explain how components bridge from start to finish.
Question: What moved gross price to net revenue?
Trap: Do not use it for unrelated categories.
Teaching data: price bridge from list price to net revenue.
Business Bridge
Funnel Chart
Use: Show sequential drop-off through an ordered pipeline.
Question: Where does the pricing-test pipeline lose the most stores?
Trap: Do not use a funnel for non-sequential categories; the narrowing implies an order.
Teaching data: stores moving from review to a confirmed price rollout.
Business Bridge
Pie Chart (Trap exemplar)
Use: Almost never for analysis; at most a single two-to-three slice part-to-whole.
Question: Which product family is biggest — and can you rank the rest by eye?
Trap: Do not ask readers to compare angles; rank and small differences are nearly unreadable.
Teaching data: the same revenue mix as the treemap, shown as six pie slices.
The important habit is to move from question to comparison to chart. If the question is whether Progresso store-month volume is skewed, use a distribution chart. If the question is which housing markets grew faster after 2020, use an indexed line or dot plot. If the question is whether demographic variables move together before a model, use a correlation matrix. The chart is the consequence of the comparison, not the starting point.
How the atlas will be reused
Later chapters should refer back to this page instead of re-teaching chart basics. A pricing chapter can use the scatterplot and coefficient plot language to preview elasticity. A causal chapter can use interval plots and small multiples to explain effect heterogeneity. A machine-learning chapter can reuse heatmaps, lift charts, calibration views, and residual displays. An AI evaluation chapter can use the same uncertainty and dashboard discipline without pausing to define every chart from scratch.
The atlas also gives students a vocabulary for saying no. A map is useful only when location changes the decision. A density curve is useful when shape matters more than counts. A correlation matrix is useful for scanning many relationships, but it is a poor executive answer when the decision requires one ranked comparison. Simple charts are not inferior; mismatched charts are.
The deeper failure is treating the atlas as a menu. It is better to treat it as a decision aid. The business question determines the comparison. The comparison determines the visual form. The visual form determines what the manager can see quickly and what must be stated as a limitation.