© prentice hall, 2008 business communication today, 9echapter 12 - 1 designing visual communication
TRANSCRIPT
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 12 - 1
Designing Visual Designing Visual CommunicationCommunication
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 12 - 2
Understanding Visual Understanding Visual CommunicationCommunication
• The power of images
• The visual revolution in business communication
• Visual design principles
• The ethics of visual communication
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 12 - 3
The Power of ImagesThe Power of Images
• Enhance textual messages
• Replace verbal messages
• Convey complex information
• Hold people’s attention
• Communicate with diverse audiences
• Convey connotative meaning
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 12 - 4
The Visual Evolution in The Visual Evolution in Business CommunicationBusiness Communication
• Digital technology
• Audience skills
• Audience expectations
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 12 - 5
Visual Design PrinciplesVisual Design Principles
• Consistency
• Contrast
• Balance
• Emphasis
• Convention
• Simplicity
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 12 - 6
The Ethics of Visual The Ethics of Visual CommunicationCommunication
• Consider all possible interpretations and misinterpretations
• Provide context• Don’t hide or minimize negative
information that runs counter to your argument
• Don’t exaggerate information that supports your argument
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 12 - 7
The Ethics of Visual The Ethics of Visual CommunicationCommunication
• Don’t oversimplify complex situations
• Don’t imply cause-and-effect relationships without providing proof that they exist
• Avoid emotional manipulation or other forms of coercion
• Be careful how you aggregate data
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 12 - 8
Identifying Points to Identifying Points to IllustrateIllustrate
• Clear
• Complete
• Concise
• Connected
• Compelling
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 12 - 9
Selecting the Right Selecting the Right VisualsVisuals
• Data
• Information
• Concepts
• Ideas
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 12 - 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, 2008 Business Communication Today, 9e Chapter 12 - 11
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, 2008 Business Communication Today, 9e Chapter 12 - 12
Line and Surface ChartsLine and Surface Charts
• Trends
• Variables
• Relationships
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 12 - 13
Using Bar ChartsUsing Bar Charts
• Compare items
• Show changes
• Indicate relationships
• Show relative sizes
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 12 - 14
Developing PictogramsDeveloping Pictograms
• Novelty impact
• Visual appeal
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 12 - 15
Timeline or Gantt ChartsTimeline or Gantt Charts
• Time schedules
• Milestones
• Completed tasks
• Uncompleted tasks
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 12 - 16
Creating Pie ChartsCreating Pie Charts
• Limit the number of slices
• Arrange slices clockwise
• Use a variety of colors
• Show numbers or percentages
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 12 - 17
Business Entities and Business Entities and
VariablesVariables• Scatter diagrams
– Several entities
– Two variables
• Bubble diagrams
– Several entities
– Three variables
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 12 - 18
Information, Information, Concepts, and IdeasConcepts, and Ideas
• Organization charts– Positions– Units– Functions
• Flow charts– Processes– Procedures– Sequences
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 12 - 19
Other Business GraphicsOther Business Graphics
• Drawings and diagrams– Functions– Operations– Selected details
• Photographic images– Realism– Visual appeal– Ethical concerns
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 12 - 20
Animation and VideoAnimation and Video
• Visual Impact– Shapes and text– Computer animation– Digital video
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 12 - 21
Producing and Integrating Producing and Integrating VisualsVisuals
• Creating visuals
• Integrating text and visuals
• Verifying quality of visual elements
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 12 - 22
Creating Visuals for Creating Visuals for Reports and PresentationsReports and Presentations
• Advantages– Speed– Accuracy– Versatility
• Challenges– Training– Artistic skills– Time requirements
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 12 - 23
Integrating Visuals and Integrating Visuals and TextText
• Balancing visuals and text
• Referring to visuals in the text
• Placing visuals in the document
• Writing titles, captions, and legends
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 12 - 24
Verifying Quality of Verifying Quality of VisualsVisuals
• It the visual accurate?
• Is the visual properly documented?
• Is the visual honest?