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© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 1
Communicating Communicating Information Through Information Through
VisualsVisuals
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 2
The Visual AdvantageThe Visual Advantage
• Bring your message to life
• Connect with your readers
• Convey effective messages
• Attract and hold attention
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 3
Create Visuals FirstCreate Visuals First
• Analyze research data
• Develop a story line
• Save composition time
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 4
5 C’s of Visual Design5 C’s of Visual Design
• Clear
• Complete
• Concise
• Connected
• Compelling
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 5
Balance Words and Balance Words and VisualsVisuals
• The number of visuals
• The placement of visuals
• The pace of visuals
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 6
Selecting the Right Selecting the Right VisualsVisuals
• Data
• Information
• Concepts
• Ideas
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 7
The Representation of The Representation of DataData
Table
Line Chart,Bar Chart
Pie Chart
Scatter Chart,Bubble Chart
Present individual, exact values
Show trends or relationships over timeCompare two or more sets of data
Frequency or distribution of parts in a whole
Compare entities vs. two or three variables
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 8
Information, Information, Concepts, and IdeasConcepts, and Ideas
Map
Flowchart,Diagram
Drawing
Photograph
Animation, Video
Show geographic relationships/comparisons
Illustrate processes or procedures
Show conceptual or spatial relationships
Show realistic spatial relationships
Show processes, transformations in action
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 9
Preparing Data TablesPreparing Data Tables
• Use common, clearly identified units
• Maintain unity in columns
• Label column headings
• Separate rows and columns
• Provide totals or averages
• Document data sources
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 10
The Parts of a TableThe Parts of a Table
Stub head Subhead
SingleColumn
Head
SingleColumn
Head
Row headRow head Subhead Subhead
Total
XXX
XXXXXX
XXX
XX
XXXX
XX
XX
XXXX
XX
Subhead
XXX
XX XX
XXX
Multicolumn Head*
Source: (In the same format as a text footnote).*Footnote (for explanation of elements in the table).
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 11
Using Line Using Line and Surface Chartsand Surface Charts
• Trends
• Variables
• Relationships
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 12
Using Bar ChartsUsing Bar Charts
• Compare items
• Show changes
• Indicate relationships
• Show relative sizes
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 13
Using PictogramsUsing Pictograms
• Novelty impact
• Visual appeal
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 14
Timeline ChartsTimeline Charts
• Time schedules
• Milestones
• Completed tasks
• Uncompleted tasks
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 15
Using Pie ChartsUsing Pie Charts
• Limit the number of slices
• Arrange slices clockwise
• Use a variety of colors
• Show numbers or percentages
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 16
Charting Business Charting Business
Entities and VariablesEntities and Variables• Scatter diagrams
– Several entities
– Two variables
• Bubble diagrams
– Several entities
– Three
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 17
Information, Information, Concepts, and IdeasConcepts, and Ideas
• Organization charts– Positions– Units– Functions
• Flow charts– Processes– Procedures– Sequences
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 18
Using MapsUsing Maps
• Geographic areas
• Regional differences
• Key markets
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 19
Other Business GraphicsOther Business Graphics
• Drawings and diagrams– Functions– Operations– Selected details
• Photographic images– Realism– Visual appeal– Ethical concerns
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 20
Working With Working With PhotographsPhotographs
• Learn to use image processing tools
• Match file types and applications
• Stress communication value
• Be aware of copyrights
• Obtain model release forms
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 21
Animation and VideoAnimation and Video
• Visual Impact– Shapes and text– Computer animation– Digital video
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 22
Designing Visuals for Designing Visuals for Reports and Reports and
PresentationsPresentations• Using graphic design principles
• Integrating text and visuals
• Checking over visuals
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 23
Working with ComputersWorking with Computers
• Advantages– Speed– Accuracy– Versatility
• Challenges– Training– Artistic skills– Time requirements
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 24
Computer GraphicsComputer Graphics
• Continuity
• Contrast
• Emphasis
• Simplicity
• Experience
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 25
Integrate Text Integrate Text and Graphicsand Graphics
• Clear introductions
• Careful placement
• Effective titles and legends
© Prentice Hall, 2005 Business Communication Today 8e Chapter 11 - 26
Checking Visual AidsChecking Visual Aids
• Honesty
• Documentation
• Typography
• Coloring
• Alignment
• Necessity
• Accuracy