What do you do to decide which graphic you’ll use when you are telling a story? Journalists who have the challenge of working with data often get confused and choose a #dataviz based on how cute it looks or in the interaction the user may have but not thinking about functionality. Big mistake!
In addition to understanding that a chart must tell a story by itself, be clear, easy to understand and simple for the user, journalist also need to learn that a visualization must be chosen according to the questions that they are willing to answer.
To guide this process, data visualizer and journalist Frédérik Ruys designed the following matrix that allows anyone to decide which graphic to use according to what 5W they are willing to respond: who, what, when, where or why.
The journalist developed the matrix in 2013 during the Infographic Summit in Pamplona while judging the annual awards. His logic was: "The visualization method is defined by a combination of the basic questions and the structure of the dataset. Form follows function."
This is why we share the final result. You can download it in PDF here.