© Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 1 Designing Visual Communication.

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 12 - 1

Designing Visual Designing Visual CommunicationCommunication


Understanding Visual Understanding Visual CommunicationCommunication

• The power of images

• The visual revolution in business communication

• Visual design principles

• The ethics of visual communication


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


The Visual Evolution in The Visual Evolution in Business CommunicationBusiness Communication

• Digital technology

• Audience skills

• Audience expectations


Visual Design PrinciplesVisual Design Principles

• Consistency

• Contrast

• Balance

• Emphasis

• Convention

• Simplicity


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


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


Identifying Points to Identifying Points to IllustrateIllustrate

• Clear

• Complete

• Concise

• Connected

• Compelling


Selecting the Right Selecting the Right VisualsVisuals

• Data

• Information

• Concepts

• Ideas


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).


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


Line and Surface ChartsLine and Surface Charts

• Trends

• Variables

• Relationships


Using Bar ChartsUsing Bar Charts

• Compare items

• Show changes

• Indicate relationships

• Show relative sizes


Developing PictogramsDeveloping Pictograms

• Novelty impact

• Visual appeal


Timeline or Gantt ChartsTimeline or Gantt Charts

• Time schedules

• Milestones

• Completed tasks

• Uncompleted tasks


Creating Pie ChartsCreating Pie Charts

• Limit the number of slices

• Arrange slices clockwise

• Use a variety of colors

• Show numbers or percentages


Business Entities and Business Entities and

VariablesVariables• Scatter diagrams

– Several entities

– Two variables

• Bubble diagrams

– Several entities

– Three variables


Information, Information, Concepts, and IdeasConcepts, and Ideas

• Organization charts– Positions– Units– Functions

• Flow charts– Processes– Procedures– Sequences


Other Business GraphicsOther Business Graphics

• Drawings and diagrams– Functions– Operations– Selected details

• Photographic images– Realism– Visual appeal– Ethical concerns


Animation and VideoAnimation and Video

• Visual Impact– Shapes and text– Computer animation– Digital video


Producing and Integrating Producing and Integrating VisualsVisuals

• Creating visuals

• Integrating text and visuals

• Verifying quality of visual elements


Creating Visuals for Creating Visuals for Reports and PresentationsReports and Presentations

• Advantages– Speed– Accuracy– Versatility

• Challenges– Training– Artistic skills– Time requirements


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


Verifying Quality of Verifying Quality of VisualsVisuals

• It the visual accurate?

• Is the visual properly documented?

• Is the visual honest?

© Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 1 Designing Visual Communication.

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