Choosing the Right Words on Visuals

Elizabeth Ricks shares an example of where choosing the right words on a visual can make a huge difference:

I presumed the graph would depict cancellation rates for a set of products, with “Tier 2 with Promotion” at the top, representing the highest cancellation rate. When we get to the data, though, that’s not the case. Rather, the graph shows the inverse metric (retention rate) with Tier 2 + Promo as the bottom line with the lowest retention rate. Eventually I figured this out—but only because I spent time studying the data to make this determination! 

Click through for the initial visual as well as a couple of alternatives.

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