14 min read
If you only read one thing
Stages that shrink — marketing and ads love it; science class should ask whether the widths are honest.
Key takeaways
Funnel encodes values as width (or area) of successive stages. Sales-management language of the mid-20th century; later CRM dashboards. In reports, ads and assignments it fits ordered drop-off: leads, checkouts, applications. Skip it when stages are not nested subsets of the same population. This page gathers anatomy, fit, craft, failure modes and work / ads / school recipes for Funnel.
Jump to section
Previous
Waterfall
Next
Treemap
Local systems
BCP-47 + CSV en-US grouping with comma CSV by default.
Number format 1,200-style thousands — not a universal rule.
Studio download SVG/PNG stay in the browser; nothing is uploaded. Local examples Use the locale sample table before importing CSV. Open studio after chooser so the form matches the brief. Local FAQ Does Make upload my CSV? No — parsing stays in the browser for this static site.
Why does my European CSV look wrong? Separators and thousands grouping differ; see the locale note on Make.
Local terms
Chooser Pick a form before you open the studio.
Make Turn a small CSV/table into a starter visual.
Studio Browser editor — download SVG/PNG locally. Local systems
BCP-47 + CSV en-US grouping with comma CSV by default.
Number format 1,200-style thousands — not a universal rule.
Studio download SVG/PNG stay in the browser; nothing is uploaded. Local examples Use the locale sample table before importing CSV. Open studio after chooser so the form matches the brief. Local FAQ Does Make upload my CSV? No — parsing stays in the browser for this static site.
Why does my European CSV look wrong? Separators and thousands grouping differ; see the locale note on Make.
Local terms
Chooser Pick a form before you open the studio.
Make Turn a small CSV/table into a starter visual.
Studio Browser editor — download SVG/PNG locally. Sources Editorial atlas Locale pack Licensed media Local institutions
WCAG contrast guidance Accessibility baselines for color and text on charts.
Org style guides / brand kits Palette and type rules may override studio defaults.
Data ethics / disclosure policies Source notes and truncation honesty belong with the publisher. Myths vs facts 3D always looks more professional → Perspective distortion often hurts comparison; flat encodings read cleaner. More ink = more insight → Chartjunk competes with the data signal. Studio export needs no review → Always check contrast, labels, and source notes before publish. Deeper FAQ Is the studio a full design suite replacement? No. It is a focused viz craft workspace with honest chart/diagram defaults.
Do scores crown the “best” chart? No. They are editorial browsing meters for craft dimensions.
Does studio guarantee WCAG pass? No. Defaults help; final contrast and semantics still need review.
Pie charts always bad? Often misused for many categories; small part-to-whole sets can still work with care.
Checklist
1 State the question the viz must answer.
2 Prefer position/length encodings when comparing.
3 Run a contrast check before publish.
4 Open studio early; iterate marks, not themes. Important caveat Not a compliance stamp. Color, contrast, and data integrity still need human review before publication.
Editor depth Editorial meters compare craft clarity and classroom/studio usefulness — not “best chart” trophies. On VS pages, ask which encoding reduces lies under your data shape — not which looks trendier.
Deeper sources Grammar of graphics / perceptual encoding primers WCAG contrast documentation Tool-Lifes viz studio quality notes Important caveat Not a compliance stamp. Color, contrast, and data integrity still need human review before publication.
Who this is for Stages that shrink — marketing and ads love it; science class should ask whether the widths are honest.
Print this page
Key scores Clarity 76 Persuasion 90 Density 40 Craft cost 30 School fit 42 Work fit 88 Bar chart Line chart Pie & donut Scatter plot How to pick a viz Choose the form — Start from the question (compare, part-to-whole, flow), not from a pretty template.Encode, then decorate — Position and length first; ink and effects last.Check contrast — Studio defaults help, but WCAG checks still belong before publish.Open studio wide — Use the widened workspace to iterate marks without crowding tool panels.Practical tools Open viz studio
Next tool After this form hub, open Studio or Chooser — labels stay sanitized.
Use this page Choose the form — Start from the question (compare, part-to-whole, flow), not from a pretty template. Encode, then decorate — Position and length first; ink and effects last. Check contrast — Studio defaults help, but WCAG checks still belong before publish.
100 64 41 22 11 Funnel Funnel encodes values as width (or area) of successive stages. Sales-management language of the mid-20th century; later CRM dashboards.
In reports, ads and assignments it fits ordered drop-off: leads, checkouts, applications. Skip it when stages are not nested subsets of the same population.
This page gathers anatomy, fit, craft, failure modes and work / ads / school recipes for Funnel.
How Funnel shows up here
Excel or Google Sheets and PowerPoint share this geometry. Keep one claim per slide; export SVG or PDF rather than a screenshot.
In Meta, Google and retail print, one number and one shape speak first. If Funnel will not fit a banner, keep the number and show the chart on the landing page.
For lab reports and poster boards, pick the form that answers the rubric. Axes, units and a source line are what markers actually read.
Form Funnel
Since 1950s
Encodes width (or area) of…
Best for ordered drop-off: leads,…
Avoid stages are not nested…
Studio Charts
Seven chapters The idea
Stages that shrink — marketing and ads love it; science class should ask whether the widths are honest. History. ordered drop-off: leads, checkouts,…
Read →
Anatomy
Stages that shrink — marketing and ads love it; science class should ask whether the widths are honest. Mark. ordered drop-off: leads, checkouts, applications.
Read →
When to use
Stages that shrink — marketing and ads love it; science class should ask whether the widths are honest. Fit. ordered drop-off: leads, checkouts, applications.
Read →
Craft
Stages that shrink — marketing and ads love it; science class should ask whether the widths are honest. Rules. ordered drop-off: leads, checkouts, applications.
Read →
Mistakes
Stages that shrink — marketing and ads love it; science class should ask whether the widths are honest. Failure modes. ordered drop-off: leads, checkouts,…
Read →
Studio
Stages that shrink — marketing and ads love it; science class should ask whether the widths are honest. Work. ordered drop-off: leads, checkouts, applications.
Read →
Tools
Stages that shrink — marketing and ads love it; science class should ask whether the widths are honest. Software. ordered drop-off: leads, checkouts,…
Read →
Frequently asked questions When should I pick Funnel? When the story is: ordered drop-off: leads, checkouts, applications.
When should I avoid Funnel? Skip it in cases like: stages are not nested subsets of the same population.
Who invented or popularised it? Sales-management language of the mid-20th century; later CRM dashboards
What does it encode? width (or area) of successive stages
Is it OK in ads? Yes if one claim is visible at a glance in Meta, Google and retail print; otherwise link to a full figure.
Will a teacher accept it? Yes for lab reports and poster boards if axes, units and a source line are present.
Which tool? Excel or Google Sheets or PowerPoint; export SVG/PDF.
How do I keep it accessible? Do not rely on hue alone. Label directly and check greyscale.
Studio →
Which visual?
Compare forms
Make a visual from a file