The axis scale, divisions and aspect ratio should be chosen to show data in a way that is contextually appropriate and visually effective. These elements should neither exaggerate nor minimise the data – for example, by simply stretching a graph to make it taller (to accentuate differences in values) or wider (to minimise differences).

The scale should minimise wasted space so that the data fill as much of the data region as possible. Axes should not be extended beyond the data region unnecessarily.

The quantitative axis for column or bar graphs should start at zero. Dot plots and line graphs for time-series data do not need to start at zero.