What Makes The Economist's Charts So Good?

The Economist has long been celebrated for its exceptional data visualizations. Let's explore the key principles that make their charts stand out.

1. Minimal but Informative Design

Over 80% in The Economist are very simple charts, e.g., simple line charts, bar charts, or scatter plots.

Why is this? After all, The Economist talks about complex matters. Shouldn't that be supported by complex charts? It turns out the opposite is true. The more complex the issue at hand, the simpler any supporting visualizations should be. A guiding principle is "a chart should have as few elements as possible that are new to the reader."

The computer analogy
Think of the reader like a computer with pre-installed software. The "basic software" includes the ability to interpret line charts, bar charts, and scatter plots. Any new chart type requires the reader to "install new software" (learn a new visualization method). This takes long and is frustrating to the reader. Readers come to learn about the issue at hand, not about new chart types. Every unfamiliar element creates friction. This implies that:

• Charts should stick to basic, familiar types whenever possible
• No element should be included unless it serves a clear purpose
• Charts should maintain consistency throughout (colors, annotation styles, axes, etc.)

2. Each chart serves a specific purpose

The Economist's charts aren't created just because there's data to show—each visualization serves a specific purpose in supporting the article's narrative. Before creating a chart, their designers ask themselves: "What insight do I want readers to take away from this?" This clarity of purpose guides every design decision that follows.

For example, in a story about the effects of Houthi rebels on shipping, The Economist showed this chart:

The chart clearly demonstrates how shipping rates increased significantly after the attacks began. A simple annotation marks the date of the first attack, providing crucial context for the trend.

This goal-first approach means:

• Only relevant data points get highlighted
• Annotations explain "why" something matters, not just "what" happened
• The most important insight becomes immediately apparent
• Supporting details remain visible but don't compete for attention

3. Small Multiples Approach

When dealing with complex datasets, The Economist often employs the "small multiples" technique. By breaking down complex information into a series of smaller, related charts, they make comparisons more intuitive and patterns more apparent.

Take for example these three related charts, published in an article with the subtitle "Deforestation doesn't just hurt the climate. It also costs farmers millions." The left side of the chart shows where deforestation happens, while the right side shows economic losses to farmers. The reader can easily see how these locations coincide, reinforcing the message that deforestation is harmful not only to the climate but also to farmers' livelihoods.

This demonstrates how The Economist's editors carefully structure their small multiples around the article's core arguments, making complex relationships easier to understand.

4. Effective Economist Branding

The Economist has mastered the art of subtle yet distinctive branding in their charts. Every visualization includes their signature red rectangle in the top-left corner—a minimal yet instantly recognizable marker. Their charts also maintain consistent typography (using their custom Economist Sans font), a carefully curated color palette (primarily black, white, and their signature red), and a distinctive annotation style. For more information on using brand colors in charts effectively, read our complete guide to using colors in charts.

This consistent visual language serves a clever purpose beyond mere aesthetics. In today's social media landscape, charts often get shared and reposted far beyond their original context. When an Economist chart appears on LinkedIn or Twitter, its distinctive visual character immediately signals quality and credibility to viewers. This association between their visual style and "interesting insights" creates a powerful feedback loop: each viral chart serves as a subtle reminder that The Economist is a source of thoughtful analysis, potentially converting casual viewers into subscribers.

The effectiveness of this approach is evident in how their charts are frequently shared and discussed on social media, often generating significant engagement even without the accompanying article. It's a masterclass in how consistent, quality design can turn data visualization into a powerful marketing tool while maintaining editorial integrity.

5. Clear Hierarchy

Information hierarchy is crucial in The Economist's visualizations. They use prominent headlines to grab attention, descriptive subtitles to provide context, and smaller text for source attribution. This structured approach guides readers through the data naturally.

6. Restraint

What makes The Economist's charts truly exceptional isn't just what they include—it's what they choose to leave out. Their approach demonstrates that effective data visualization often means showing less to communicate more. By focusing on essential elements and removing everything else, they create charts that are both beautiful and functional.

Remember these key takeaways:

• Use color purposefully, not decoratively
• Let the data tell the story
• Break complex information into digestible pieces
• Maintain clear visual hierarchy
• Add interactivity only when it enhances understanding

Whether you're creating charts for business presentations or academic papers, these principles can help you communicate your data more effectively.

Further Reading

For more insights on data visualization, check out our guides on chart decluttering and The Economist's visualization principles. You can also explore more examples of great data visualization at The Economist.

Sources

All charts in this article were made by The Economist.