Designing Visual Communication

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 12 - 1

Learning Objectives
Discuss six principles of graphic design that help ensure effective visuals Explain how to avoid ethical lapses when using visuals Explain how to choose which points in your message to illustrate

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 12 - 2

Learning Objectives
Describe the most common options for presenting data in a visual format Describe the most common options for presenting information, concepts, and ideas List three criteria to review in order to verify the quality of your visuals

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 12 - 3

Understanding Visual Communication

Identify visual points Select the best visuals Create effective visuals

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 12 - 4

The Power of Images

Enhance textual messages Replace verbal messages Convey complex information Hold peoples attention Communicate with diverse audiences Convey connotative meaning
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 12 - 5

The Visual Evolution in Business Communication

Technology Audience skills Expectations

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 12 - 6

Visual Literacy
Consistency Contrast Balance Emphasis Convention Simplicity

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 12 - 7

The Ethics of Visual Communication

Consider all possible interpretations Provide appropriate context Dont conceal negative information Dont exaggerate support information

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 12 - 8

The Ethics of Visual Communication

Dont oversimplify complex situations Dont imply cause and effect Avoid manipulation or coercion Be careful how you aggregate data

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 12 - 9

Choosing Points to Illustrate

The 5 Cs of visual design
Clear Complete Concise Connected Compelling

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 12 - 10

Pick the Right Visuals

Data and information Concepts and ideas

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Chapter 12 - 11

The Parts of a Table

Systematic arrangement of data
Columns Rows Headings

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 12 - 12

Preparing Data Tables

Use common, understandable units and clearly identify them Express all items in a column in the same unit, and round off for simplicity Label column headings clearly, and use a subhead if necessary

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 12 - 13

Preparing Data Tables

Separate columns or rows with lines or extra space to make the table easy to follow Do not cram so much information into a table that it becomes hard to read Document the source of the data using the same format as a text footnote

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 12 - 14

Line and Surface Charts

Trends Variables Relationships

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Chapter 12 - 15

Using Bar Charts

Compare items Show changes Indicate composition Show relative sizes

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 12 - 16

Using Pie Charts

Limit the number of slices Arrange slices clockwise Use a variety of colors Show numbers or percentages

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 12 - 17

Data Visualization
Countless data points Wide graphical variety Complex dynamic data

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 12 - 18

Information, Concepts, and Ideas

Organization charts
Positions Units Functions

Flow charts
Processes Procedures Sequences

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 12 - 19

Using Maps
Location and distance Points of interest Geographic distributions Market territories Distribution routes Facilities locations
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 12 - 20

Drawings and Diagrams

Networks Processes Operations Procedures

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Chapter 12 - 21

Photographic Images
Consider the use of diagrams Learn basic image-processing tools Match the file to the application Insist on high communication value Honor copyrights and permissions

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 12 - 22

Animation and Video

Shapes and text Computer animation Digital video

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 12 - 23

Producing and Integrating Visuals

Creation Integration Verification

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Chapter 12 - 24

Creating Visual Aids

Training Experience Templates Quality

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Chapter 12 - 25

Integrate Text and Visuals

Balance elements Reference visuals Place visuals Titles, captions, and legends

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 12 - 26

Verifying Visual Quality

Accuracy Documentation Honesty

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter 12 - 27