Quick answer: A chart slide carries one claim and one chart. The headline states the claim; the chart proves it. The audience reads the headline, looks at the chart, and believes or questions the point.

The one-claim rule

Every chart slide has one claim. Examples:

  • "Retention doubled after the change."
  • "The market is concentrated in this segment."
  • "The cost per acquisition is falling."

If the chart has two stories, split it into two slides.

Choosing the chart

Claim Chart
Change over time Line chart
Comparing categories Bar chart
Parts of a whole Stacked bar or simple pie
Two variables together Scatter
A process or funnel Funnel or numbered steps

The slide layout

  • The headline states the claim.
  • The chart is the largest element.
  • The labels are readable.
  • The relevant series is highlighted; the rest is quiet.
  • The source is noted at the bottom.

The design

  • Remove the chart junk: extra grid lines, 3D effects, unnecessary legends.
  • Use the brand palette for the relevant series; the competitor or the baseline is gray.
  • Label the axis and the units; the audience shouldn't guess.
  • Annotate the key point directly on the chart.

The common mistakes

  • The dashboard slide. A slide with six charts; the audience reads none.
  • The chart without a claim. The headline is "Revenue" instead of "Revenue grew 30%."
  • The truncated axis. The axis starts at 60 to fake a dramatic slope.
  • The unlabeled source. Numbers without a source are opinions.
  • The same metric in two units.

The honest chart

The scale must be honest. The axis starts at zero for bar charts unless the shift is explicitly noted; the line chart scale is chosen to show the trend without exaggeration. The audience is sophisticated and will catch a manipulated axis.

Frequently asked questions

Can I use a table instead of a chart? A table is for exact numbers; the chart is for the pattern. How many series on one chart? Two to four; more gets unreadable. Does the chart need the source? Yes, in a small line at the bottom. Can the chart be generated? The chart can be rendered from the data; the claim and the source are the founder's.

State the claim in the headline, then design the chart that proves it and nothing else.

Related guide: the slide design guide.

Keeping a chart honest and readable

A chart slide starts with the point the data supports, not with every available number. Use the chart that matches the relationship—comparison, trend, or part-to-whole—and label directly so the reader does not hunt for a legend. Keep figures tied to the source and avoid overloading axes. Note that exported charts may render as shapes rather than live data, so confirm the format before sharing.