The editorial decision

A financial story often combines observed results, management targets and illustrative scenarios. Give each category a visible label before designing the page. A fact needs evidence for the relevant period. An assumption needs a stated input and rationale. A forecast needs a method that connects assumptions to a possible outcome. Putting these categories in the same colour or table without explanation can make a projection look like an achieved result.

A working method

Create a compact note beside each figure showing its status, time period, currency and scope. Check whether the headline preserves those distinctions. A chart labelled as a scenario should not sit under a headline claiming the business has already earned the amount. Ask a reviewer to describe the numbers without reading internal briefing notes. If they cannot identify which figures are actual, planned or illustrative, revise the presentation before discussing visual polish.

Imagine this

Hypothetical example

A table calculates potential card sales from a proposed country count and retail price. The editor labels it as an illustrative gross-sales scenario and names the assumptions. Actual sales, if available, appear in a separate section with their own period and evidence rather than being mixed into the scenario.

Make it practical.

Use this checklist as you read. Checks are not stored.

References & further reading

Further reading: Google people-first content guidance ↗

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