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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 12 - 1
Designing Visual Designing Visual CommunicationCommunication
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 12 - 2
Learning ObjectivesLearning 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 - 3
Learning ObjectivesLearning 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 - 4
Understanding Visual Understanding Visual CommunicationCommunication
• Identify visual points
• Select the best visuals
• Create effective visuals
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 12 - 5
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
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 12 - 6
The Visual Evolution in The Visual Evolution in Business CommunicationBusiness Communication
• Technology
• Audience skills
• Expectations
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 12 - 7
Visual LiteracyVisual Literacy
• Consistency
• Contrast
• Balance
• Emphasis
• Convention
• Simplicity
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 12 - 8
The Ethics of Visual The Ethics of Visual CommunicationCommunication
• Consider all possible interpretations
• Provide appropriate context
• Don’t conceal negative information
• Don’t exaggerate support information
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 12 - 9
The Ethics of Visual The Ethics of Visual CommunicationCommunication
• Don’t oversimplify complex situations
• Don’t 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 - 10
Choosing Points to Choosing Points to IllustrateIllustrate
• The 5 C’s of visual design– Clear– Complete– Concise– Connected– Compelling
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 12 - 11
Pick the Right VisualsPick the Right Visuals
• Data and information
• Concepts and ideas
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 12 - 12
The Parts of a TableThe Parts of a Table
• Systematic arrangement of data
– Columns
– Rows
– Headings
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 12 - 13
Preparing Data TablesPreparing 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 - 14
Preparing Data TablesPreparing 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 - 15
Line and Surface ChartsLine and Surface Charts
• Trends
• Variables
• Relationships
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 12 - 16
Using Bar ChartsUsing Bar Charts
• Compare items
• Show changes
• Indicate composition
• Show relative sizes
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 12 - 17
Using Pie ChartsUsing 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 - 18
Data VisualizationData Visualization
• Countless data points
• Wide graphical variety
• Complex dynamic data
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 12 - 19
Information, Concepts, and Information, Concepts, and IdeasIdeas
• Organization charts– Positions– Units– Functions
• Flow charts– Processes– Procedures– Sequences
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 12 - 20
Using MapsUsing 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 - 21
Drawings and DiagramsDrawings and Diagrams
• Networks
• Processes
• Operations
• Procedures
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 12 - 22
Photographic ImagesPhotographic 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 - 23
Animation and VideoAnimation and Video
• Shapes and text
• Computer animation
• Digital video
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 12 - 24
Producing and Integrating Producing and Integrating VisualsVisuals
• Creation
• Integration
• Verification
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 12 - 25
Creating Visual AidsCreating Visual Aids
• Training
• Experience
• Templates
• Quality
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 12 - 26
Integrate Text and Integrate Text and VisualsVisuals
• Balance elements
• Reference visuals
• Place visuals
• Titles, captions, and legends
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