The fundamentals of management information - K
Our head prefers to move vertically, not horizontally. When we encounter strangers, we appraise them by quickly and involuntarily scanning along the center of their face. There are many reasons why it is better to compare tricky figures by placing them beneath each other, rather than side by side. And the same applies to anything that can be added or subtracted – which is why waiters’ order pads are tall and thin. In business intelligence, it is therefore best to structure tables so that the KPIs are displayed beneath each other on the row axis. If this feels unrealistic because it would mean placing a lot of members on the column axis, making the table too wide, it may be worth trying a → Small Multiple.