Chapter 9

Visual Media

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 Learning Objectives
1. Show the power of visuals in business
2. Learn how to select points to illustrate
3. Use common visuals to present data
4. Focus information, concepts and ideas
5. Integrate text and visuals in messages
6. Learn about basic business videos
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 Understanding Visual
Communication

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 The Power of Images
• Enhance textual messages
• Replace verbal messages
• Convey complex information
• Hold an audience’s attention
• Connect with diverse audiences
• Convey connotative meaning
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 The Visual Evolution in
Business Communication

•Changing Technology
•Audience Skills
•Audience Expectations
•Visual Literacy
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 Visual Design Principles

Consistency Emphasis

Contrast Convention

Balance Simplicity

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 The Ethics of Visual
Communication
Consider All Possible Interpretations

Provide Appropriate Visual Context

Don’t Conceal Negative Information

Don’t Exaggerate Support Information

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 The Ethics of Visual
Communication
Don’t Oversimplify Complex Situations

Don’t Imply Cause and Effect

Avoid Manipulation or Coercion

Be Careful How You Aggregate Data

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 Summary of Discussion

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 Identifying Points to
Illustrate

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 Consider the Message

Complexity Connections

Content

Misinterpretation Emphasis

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 Pick Points to Illustrate
•Clear
•Complete
•Concise
•Connected
•Compelling
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 Summary of Discussion

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 Selecting Visuals for
Presenting Data

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 The Parts of a Table
Multicolumn Heading Single
Column Column Column Column
Subheading Subheading Subheading Heading
Row Heading xxx xxx xxx xxx
Row Heading xxx xxx xxx xxx
Row Subheading xxx xxx xxx xxx
Row Subheading xxx xxx xxx xxx
Row Heading xxx xxx xxx xxx
Row Heading xxx xxx xxx xxx
TOTALS xxx xxx xxx xxx

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 Preparing Data Tables

Common Units Rows or Columns

Consistent Usage Totals or Averages

Column Headings Data Sources

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 Line and Surface Charts

•Variables
•Trends

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 Using Bar Charts
•Numbers
•Variables
•Quantities

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 Bar Chart Alternatives

•Pictograms
•Gantt Charts

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 Presenting Diagrams
•Entities
•Variables

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 Using Pie Charts
•Distribution
•Dominance
•Percentages

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 Data Visualization
•Meaning
•Interactivity
•Complexity
•Dynamism

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 Summary of Discussion

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 Presenting Information,
Concepts, and Ideas

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 Physical or Conceptual
Relationships
•Processes
•Procedures
•Sequences
•Positions
•Units
•Functions
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 Business Graphics
•Maps
•Drawings
•Diagrams
•Infographics
•Photographs
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 Infographics

Stylized Structured
Collections Narratives

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 Summary of Discussion

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 Producing and Integrating
Visuals

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 Creating Visuals

Software Templates

Style and Subject and

Quality Situation
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 Integrate Visuals and Text

Balance Elements

Persuasion
Description

Reference Visuals

Place Visuals

Titles, Captions, Legends

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 The Quality of Visuals

•Is the visual accurate?

•Is the visual documented?

•Is the visual honest?

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 Summary of Discussion

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 Producing Business Videos

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 Step 1: Preproduction

•Purpose
•Scope
•Scene
•Camera

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 Step 1: Preproduction

•Lighting
•Sound
•Shot List
•B-Roll

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 Step 2: Production
•Shot Frame
•The Camera
•B-Roll Footage
•Special Effects

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 Step 3: Postproduction
Transfer Video Footage

Evaluate Your Material

Move Sections of the Video

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 Step 3: Postproduction
Weave in B-Roll Footage

Add Transitions, as Needed

Synchronize Audio and Video

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 Step 3: Postproduction
Add an Intro and an Outro

Add Titles and Other Features

Create Distributable File

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 Chapter 9

Visual Media

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Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall Chapter 9 - 42