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CHAPTER 7:

GRAPHICS WITH A
LEADERSHIP
EDGE
A Leadership Communication Presentation
1. Phm Hu Duy
2. Phm Ngc Chu Khanh
3. Trng c Yn Thanh
4. ng Nguyn Thu Linh
5. Dng Th Hunh Nh
6. L t Quc Thng
7. Phm Trnh Anh Ngc
Group Members
Objectives
Recognize when to use graphics
Employ fundamental graphic content and design
principles
Select and design effective data charts
Create meaningful and effective text layouts
Make the most of presentation software
Recognizing
When to Use
Graphics
(p. 175 181)
Graphics should never be gratuitous; they
should always be purposeful. They should
add the content of the presentation or the
document. For presentations, in particular,
graphics should supplement the content and
never detract from it.
Specifically, graphics should serve the
following purposes:

Reinforcing the message means that the
chart captures and emphasizes the main
ideas expressed by the speaker.
Recognizing that many people are visually
oriented.

1. REINFORCE THE
MESSAGE
(P. 175)
Using a text chart to establish the
agenda or discussion topics is one very
common method of establish a road
map to the structure of a presentation.
2. PROVIDE A ROAD MAP TO THE
STRUCTURE OF A PRESENTATION (P.
176)
If our topic is complex, we might want
to use a structural graphic as a road
map for our presentation.
Graphics usually work better than
words to help an audience understand
relationships and concept.

3. ILLUSTRATE
RELATIONSHIPS AND
CONCEPT VISUALLY (P. 176 179)
Concept graphics are useful in clarifying
ideas and in creating a mental picture for
the audience.
Graphics to support assertions are often
quantitative charts;
We might use qualitative charts when we
have based our assertions on:
Interviews
Open-ended surveys
show the audience quotations from the
subject

4. SUPPORT ASSERTIONS (P. 179)
Exhibit 7.5 demonstrates a typical
quantitative chart supporting the assertion
that revenues are projected to double by
the fourth quarter of 2014.
Adding a graphic that shows the numbers
improves credibility and can have a
greater impact on the audience.

EXHIBIT 7.5 Example Quantitative Chart to Support an
Assertion

0
1
2
3
4
$ in Billion
10 11 12 13 14
Year
Revenue Projected to Double by 4th Q 2014
Exhibit 7.6 shows a qualitative chart
created to support the assertion that
communication is a priority in performance
reviews.
Communication Important in Performance Reviews at ABC
Employee Interview Findings
Realizing communication is
important in reviews
Understanding communication
is important to management
Recognizing good
communication are rewarded
Representative Quotations
My communication ability was highlighted as
one of my strengths in my performance reviews.
My communication weaknesses kept me from
receiving a good review.
Communication effectiveness seems to be a
high priority to management in reviews now.
This is such a bottom-line company, I was
surprised management put so much value on what
I see as a soft skill- communication.
Employees who are rated high on
communication receive the promotions.
No matter what kind of deal maker you are,
only the good communication rise to the top
here.
EXHIBIT 7.6 Example Qualitative Chart to Support an Assertion

Audiences remember more of what they
see than what they hear, although they do
not retain much of that, either.
If we want to emphasize important ideas,
we should do so in words and in visual
aids, whether using word charts or
graphics.

5. EMPHASIZE IMPORTANT
IDEAS (P. 179 180)
Adding interest means introducing some variety in
our slides and looking for ways to make our
presentation graphically interesting. It does not
mean throwing in wild colors, crazy cartoons, or
superfluous animation just for the sake of doing
so.
Thinking about ways to make our presentation
more visually appealing but approach the task
with caution.
Distracting animation, poor- quality images, and
complicated slides can often work against us.

6. MAINTAIN AND ENHANCE
INTEREST (P. 180 181)
Employing
Fundamental Graphic
Content and Design
Principles
(P. 181 184)
1. Conveying Messages Clearly and
Effectively (P. 181 182)
The following guidelines
apply to all data and text
chart:

1.1. Keep chart simple but
meaningful (P. 181)
- Keep the graphs simple enough for audience to understand
easily
- We must avoid reducing the content on the slide so much.
- We need make sure our message is clear in our own mine
and then make every word, graphic work for us in conveying
our message.
- We need to remember we are delivering the main message ,
the graphics are there to support us.

1.2. Include only one main
message per chart or slide (P. 182)

If we have many messages, we risk losing
our audience
If we continue the same message, we
should using the same chart title with the
word "continued" at the end of it.

1.3. Make sure the chart title captures
the "so what?"(P. 182)

The title on the chart should clearly announce the
main message or provide ad-equate information
for interpreting any graphs.
We all heard others say that "the numbers speak
for themselves" but significance of the numbers is
seldom transparent and can convey a range of
potential message.
We can help sure that our audience interprets the
number or other data we are showing them.

2. Selecting the Most Effective
Colors (P. 182 184)
In summary, when using colors:
Keep them simple and select colors that work well
together.
Ensure that the colors are easy to see when placed against
each other.
Check text color, in particular, to see that it contrasts with
back-ground colors sufficiently to be clearly legible.
Make sure the colors support the desired image and the
intended message.
Selecting and
Designing
Effective Data
Charts
(P. 184 188)
Contribute to the success of oral and written
communications.
When and how to use a chart ?
Use
Compare proportions and amounts
Good for displaying data for around 6 categories or fewer
Design
Start largest portion at 12:00
-Put numbers inside , labels outside

-Use
Conveys absolute value data,
relative sizes, or close
comparisons
Empathizes differences
Works well with most
audiences






-Design
-Rotate y-axis label to
horizontal position for easy
reading
-Keep space between bars
smaller than width of bars
-Avoid 3-D to allow easier
lineup with numbers on y-axis


???
y
x
-Use
demonstrates trends or
interactions between variables
good for showing movement
over time
useful for most audiences







-Design
Put labels next to lines when
possible
Rotate y-axis label to
horizontal position for easy
reading
Avoid using too many lines
-Use
Convey differences
Captures a lot of data in a
small space
More suited to technical or
other analytical labels with
numbers






-Design
(x) axis is spaced too closely
together.
Put detail numbers and labels
with numbers


-Use
Shows frequency
distributions, indicating
how many in each class
being measured
Not immediately intuitive
for most people
Best used with statistically




-Design
Horizontal (x) and vertical
(y) needs to be drawn
For each set of intervals,
draw vertical (y) columns
frequency
1985
-Use
Show the relationship
between two sets of data.
Explained more than most
charts making the title





-Design
Rotate y-axis label for
ease of reading
Title explains meaning of
content
Ice Cream Sales vs Temperature
Temperature C Ice Cream Sales
14.2 $215
16.4 $325
11.9 $185
15.2 $332
18.5 $406
22.1 $522
19.4 $412
25.1 $614
23.4 $544
18.1 $421
22.6 $445
17.2 $408


Knowing when to use graphic
and the best graph

Considering the ethics of the
graphics, particularly when using
data charts
We want to aim for
Meaningful and clear content
Simplicity
Honest and accurate depiction
The graphics must be add without making
your audience confuse, distract or distort.
A Few Pointers on
Including Graphics
in Presentations
(P. 188 191)
Visual impact contains three
elements and they are
important: color, graphic images,
and layout.

Color: Using one or two colors for
contrast and emphasis.
Avoid certain color combinations such as
red/green, brown/green, blue/ black
which may be difficult to look.
Graphic images: appropriate topic of
your presentation.
Using animated pictures
Balance size

Layout: laying out elements of slide
Appropriate layout stand out each topic
Put yourself in the position the audience to
feel
For convenience when creating
PowerPoint presentation you can use
the template which are available
online, if not satisfied with that
template, you can create new
template.
Selecting simple pictures
Using simple logo but impression
Don't complicate and flashy.
1. Selecting the Layout and
Template (P. 189 191)
Exhibit 7.10 Slide Rocket Home Page
Many of the design faults that show up in
projected presentations occur when
people insert graphs or objects from other
programs, Excel in particular. This section
provides a few suggestions for avoiding
and correcting the most common design
problems.
2. Inserting Graphs and Other
Objects (P. 191 192)
Exhibit 7.12 demonstrate a poorly designed
graph for PowerPoint presentation
purposes.
Exhibit 7.12
Narrow
bars
Our graphs should look as if they were
part of the presentation, not pulled in at
the last minute from Excel or another
program without concern for consistency
in the formatting and clarity of the
information being conveyed.
Exhibit 7.13 shows the same graph
reworked for projection in PowerPoint.


Corrected Bar Graph Imported from Excel

Simple
Clean
Easy to
read

Exhibit 7.13
Although we end up with a
graph that is more
aesthically pleasing, the
main objective of these
changes is legibility when
the graph is projected.
Taking the extra time to
make our imported graphs
easier to read and more
attractive is worth the
effort; otherwise, our
audience may think we are
careless or not interested in
their ability to read what we
are presenting.
We can, of course, make the graph even
more appealing by using color
effectively, but the primary goal when
adjusting any inserted graph or object
should be to make it easier for the
audience to get the message.
3. Using Animation (P. 193 195)
Exhibit 7.14 Prezi Home Page
3.1. Use animation only to control the
delivery of the message or help the
audience with the message
(P. 193 194)
Animation not used as effectively or too
much of it, however can be distracting
It is usually more effective to show all of
the bullets at once
And not bring them in
Individually like this
like this
And like this
3.2. Do not overuse animation or add it
just because it is possible
(P. 195)
It will only distract the audience and even
irritate them
E.g. the spinning logo
3.3. When animation is used to bring in text
or AutoShapes, the text and shapes should
appear or come in from the most logical
direction and shortest distance
(P. 195)
E.g. the objects flying in from all direction
without rhyme or reason
3.4. Avoid using too many different
animation techniques in one
presentation
(P. 195)
Decide on one or two main technique and
stay with them. Usually, the more
conservative the better

3.5. Make sure to test animation by
running the presentation in slide view
from beginning to the end
(P. 195)

In fact even if we are not using
animation, we should always review
our presentation in slide view in
PowerPoint in particular, since for
some reasons unknown, animation will
some times appear that we did not
intend.
Top 10 Guidelines for Using
Graphics for a Leadership Edge
(P. 195)
1. Decide on the message, determine what
information or data best support it, and
then decide how best to show data
graphically.
2. Use graphics for the right reasons, such
as reinforce the message, to provide a
road map to the presentation, and to
support assertion.
3. Select the right kind of graph to illustrate
the message.
4. Use integrity in selecting and designing all
graphics, making sure any graphs do not
distort the data.
5. Keep all graphics simple but meaningful.
The graphic should make the message
easier to understand, not more difficult.
Make sure it is meaningful and actually
says something.
6. Use a title (placed at the top of the slide)
that captures the so what? of the slide
so that the audience sees immediately
the message the graph is communicating.
7. Create an original presentation template
or modify the ones provided so that the
presentation design reflects the
personality of the presenter or that of the
presenters organization.
8. Make the font size and any graphic
images large enough for the audience to
see, even from the back of the room.
9. Be careful with color selections; go for
contrast but b conservative, remembering
that color perception varies from person
to person and color meaning varies from
culture to culture.
10. Avoid overusing or misusing animation.
THANK YOU FOR
YOUR
ATTENTION!