How to present changes in Market Share using Charts?

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Most of us are comfortable with numbers, but we are confused when it comes to convert the numbers to charts. We struggle finding the right size, color and type of charts for our numbers. The challenge is two fold, we want to make the charts look good (we mean, really… really good) but at the same time we want our audience to focus on the message and not on the bells and whistles. This is where it gets tricky.

Almost 2 months ago our reader Jennifer sent me an email asking if there is an effective way to present market share changes between two periods for 2 products among five competitors.  I have replied her promptly with whatever I could think of as better ways to present the data. But I also posted a visualization challenge: How to show market share changes?

We have got quite a few comments and recently Jon Peltier himself wrote on this here: Show Market Share Changes – Few Alternatives

I thought it would be great to summarize various approaches we discussed as a case-study in how you can take same data and present it in different ways.

This is the data Jennifer had:

Market Share Data - Excel Charting Problem

  1. Here is how she presented it initially:
    market-share-product-2
  2. After seeing user discussions she remade the charts like this.
    Stacked Bar chart and lines showing market share
  3. Derek from Information Ocean responded to the challenge with this step graph (which he admits is not so effective). Nevertheless, they are another fun alternativeStep chart - market share
  4. Derek also proposed this “who is responsible for that?” chart. Despite looking little cluttered I liked this one.
    Line chart - Who is responsible for that?
  5. Dave from Favillae responds with this aligned bar chart alternative to present the same data. Another innovative way, he used blank series to adjust the gaps
    Aligned Bar Charts
  6. Nixnut, a commenter, tried bar charts to come up this variation. These are pretty good and provide both absolute and changes in market share values. He used overlapped chart technique to achieve this.
    Bar Charts
    (image url)
  7. Finally the alternatives presented by Peltier.
    This one is a panel chart
    (here is an excel tutorial for panel charts)
    Panel Chart
  8. A stacked bar chart
    Stacked Bar Chart
  9. A line chart
    Another Line chart
  10. A simpler, neater bar chart
    Simple Bar Chart
  11. A panel chart, but this time two products are separated
    Panel Chart with 2 Panels
  12. Last but not least, these are the alternatives I could think of. First one is a Line chart.
    Another Line chart
  13. This is a tag cloud (excel tag cloud tutorial & templates). The fonts are sized based on their relative market share percentages.
    Tag Cloud
  14. And in-cell chart variation.In-cell Chart

Conclusions – Which chart is better?

Well, there were quite a few very good charts. Personally I liked the panel chart version (#7) and bar chart variation by NixNut (#6).

Which one did you like?

Knowing that there are various ways to present the same data and using the version most suitable for your needs and situation is very important. If you want to raise alarm about market share loss, use a chart that alarms people. If you want to downplay the marketshare loss, use a chart that barely shows the information.

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8 Responses to “Top 5 keyboard shortcuts for Excel Charts”

  1. Michael (Micky) Avidan says:

    As far as I remember (checked, again, 2 minutes ago) in my "Excel 2013" in order to select various chart elements I need to use the Arrow keys and not the TAB key.
    Practically, the TAB key does nothing (within a Chart).
    ----------------------------
    Michael (Micky) Avidan

    • Chandoo says:

      Thanks for pointing this out. This is how I remember it too, but when I was recording the video yesterday, only TAB key worked. MS must have changed the keys in Excel 2016. I have edited the post to include both keys.

      • Andy Pope says:

        The key navigation on charts is different in 2016.

        TAB cycles through a layer of objects (SHIFT+TAB cycles backwards)
        ENTER move down a layer
        ESC moves up a layer

        So on a column chart with title/legend/data labels if you select the plotarea the TAB will go through Title > Legend > Plotarea.
        ENTER at plotarea will then select Vertical axis. Tab will take you through
        Horizontal axis > gridlines > Series > Horizontal Axis.
        ENTER with series selected will then allow you to TAB through individual data points and data labels.
        If you ENTER on datalabels you can TAB through each data label.

  2. GraH says:

    ALT + F1 : to create default chart
    ALT+E S T = CTRL + ALT + V, T : I find that easier to remember

    I second what Michael already said about TAB and arrow keys. I can't help but think if this is related to the "," or ";" as separator. I prefer to use the chart tools - layout- drop down box, anyway.

  3. Mike W says:

    Got to be F11 for instant charting. Highlight your data , hit F11 and voila! ?

  4. Jon Peltier says:

    Ctrl+1 is the most important chart shortcut. In fact, it works for any Excel object: whatever is selected, Ctrl+1 opens the task pane or dialog to format that object.

    Somewhere along the line, maybe when Excel 2016 came out, the arrow keys stopped working to cycle through the elements of a chart. But what works is holding Ctrl while clicking the arrow keys. I haven't gotten used to the Tab and other keys, but as long as Ctrl+Arrow works, I'm good.

    And F4 used to be so helpful when formatting a lot of charts. But since Excel 2007 came out, it has been mostly useless. It used to remember a whole set of changes at once, so I get that the newer modeless dialogs make that impractical. But now it only seems to work with formatting of lines and borders, and maybe fills. I find myself writing a lot of VBA one-liners in the Immediate Window to handle these tedious formatting tasks.

  5. Shelia Hollis says:

    after clicking on a chart, is there a shortcut key to copy it?

  6. Thank you for the Alt E S T - tip. This is more than a time saver. Because of dynamic charts or de-activated external references to data when you make the charts, you often have empty charts that are otherwise impossible to format. So this shortcut helps adressing that. I will work with it more and see if there remain some obstacles.

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