Telling Lies #3: Truncated Scale

bap2

Which brand has the higher approval rating?  Brand X or Brand Y?

There is no difference is there?  Is there not?

When it comes to brand marketing a true believer will always find a difference.  It’s just a simple matter of manipulating the statistics.  Take the same data, and present it in a more compelling way.  Just truncate the axis and show the difference instead of the absolute scores.  Then you get this graph:

bap 1

Woah, Brand X has a way higher approval rating than Brand Y.  It must be 3 times higher!  Now that’s a good result.

Note to art department:  Just don’t bother with those pesky numbers down the left hand side.  Get rid of them entirely.  A picture paints a thousand words.

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