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Business CommunicationSkills for Empowering the Internet Generation Hamid Nawaz
GraphicsGraphics
Module 4.3
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Overview
Graphics4.3
The planning and placement of graphics
General mechanics of construction
Textual graphics
Visual graphics
Common errors in constructing and using graphics
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Planning the GraphicsPlanning the Graphics
Determine the purpose Overall purpose--to communicate Specific purposes
Clarify complex or difficult information Emphasize facts Add coherence
Summarize Provide interest
Filter vast amounts of data Enhance appearance
Select the graphics Nature of the content and context Readers needs
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Placing the GraphicsPlacing the Graphics
Place as close to discussion of them as possible.
Use size to determine placement.
Place in appendix if they supplement text.
Omit if they do not serve a useful purpose.
Tell reader when to look at themsubordinately.
Explain what reader needs to see or how to interpret
graphics.
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Basics forConstruction ofGraphicsBasics forConstruction ofGraphics
Size
Layout and Type
Color and Cross-Hatching Clip Art
Background
Numbering
Construction and Placement of Titles
Footnotes and Source Acknowledgments
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SizeSize
Give graphic the size its contents justify.
Simple graphics can be small
Complex graphics must be large enough to see clearly
Consider using extra large paper for extremely
complex graphics.
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Layout and TypeLayout and Type
Let size and content determine layout.
Select type style and font for consistency.
Determine size appropriate with context.
Choose for readability.
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Colorand CrossColorand Cross--HatchingHatching
Helps reader see
comparisons and
distinctions Improves comprehension,
retention, and ease and
speed of extracting
information. Adds to attractiveness. 0
20
40
60
80
100
1st
Qtr
2nd
Qtr
3rd
Qtr
4th
Qtr
East West North
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Use to add interest, avoiding overuse and distraction.
Select with a purpose in mind.
Keep its nature and size appropriate.
Select for appropriate gender, race, and age
representation.
Get permission to use copyrighted art.
Clip ArtClip Art
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BackgroundBackground
Choose contrasting color to avoid distracting from
main message.
Use to draw the reader into the graphic.
Take care to avoid evoking inappropriate emotions.
Review the background message for sensitivities of
the readers.
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NumberingNumbering
Number graphics consecutively by type.
Arrange graphics into several categories if report
contains many types.
Group into two categories (tables and figures) when
report has wide mixture of types.
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Construction and Placement of TitlesConstruction and Placement of Titles
Wording Titles
Construct a title that describes entire graphic, using the
5Ws and 1H Consider a subtitle to explain the title more precisely
Placing Titles
For conventional use, place titles above and in larger type
for tables; below and in lowercase for others.
Place title consistently above both types when appropriate.
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Footnotes and SourceFootnotes and Source
AcknowledgmentsAcknowledgmentsUse footnotes to explain or elaborate.
Use source acknowledgments to
identify the party responsible forgathering data.
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Types ofGraphicsTypes ofGraphics
Textual Graphics
Visual Graphics
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TextualGraphicsTextualGraphics
Tables
Pull Quotes
Bullet ListsFlowcharts and Process
Charts
Organization charts
Flowcharts
Gantt charts
Decision trees
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VisualGraphicsVisualGraphics (1 of 2)(1 of 2)
Bar and Column Charts
Horizontal Bars & Vertical
Columns
Multiple
Pictographs
Pie Charts
Line Charts
ScatterDiagrams
Maps Statistical
Geographical
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VisualGraphicsVisualGraphics (2 of 2)(2 of 2)
Other Graphics
Photos
Diagrams Drawings
Cartoons
Icons
Video clips and
Animation
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Good Arrangement of theGood Arrangement of the
Parts of a Typical TableParts of a Typical Table
Table IAverage Annual Returns of
Various Hedge Fund Categories*
Short term Long termCategory 1-year 3-year 5-year 10-year
Aggressive Growth 80.40 39.66 33.74 24.94
Distressed
Securities3.30 5.22 10.12 14.99
Managed Futures -1.20 7.05 8.76 7.69
Market Timing 39.80 31.11 23.20 20.27
Short Selling -19.40 -9.57 -10.51 -3.09
Value 42.00 24.14 24.47 19.54
*Foryears ending September30
Source: Van Hedge Fund Advisors International Inc.
SpannerHeads
Source Acknowledgement
Table NumberandTitle
ColumnHeads
Row
Heads
Footnote
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Pull QuotePull Quote
Source: Katzenbach and Douglas Smith, Virtual Teaming, Forbes, May 1, 2001.
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An Organization Chart withAn Organization Chart with
Employee NamesEmployee NamesChart 4
U.S. Corporate Office ofThankyoutoo.com, 2001
Carrie FuExecutive Assistant
Rosemary Lenaghan
Stephen Acord
Lydia Liedman
CarolynnWorkmanController
Mary Sanchez
Megan O'Conner
Paul Wong
Jane AdamiVP, R&D
Eleanor Braaten
Lou Holtz
Robert EdwardsVP, Marketing
Terrence Lenaghan
Matthew Gregory
Kathleen Meersman
Cecelia Kubicek
Troy Payton
Carol AcordVP, PR
Zeke Smith
Emma York
Marina Munson
JanetWingler
LeonardDeftosVP, MIS
Michael DeftosPresident
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Chart6
Educational Attainment and Annual Earnings
$0 $20,000 $40,000 $60,000 $80,000 $100,000
Professional degree
Doctoral degree
Master'sdegree
Bachelor'sdegree
Associate'sdegree
Some college, no college
Highschool diploma
Nohighschool diploma
Edu
cationalLeve
l
Annual Earnings Average
Illustration ofGood Arrangement ofIllustration ofGood Arrangement of
the Parts of a Simple BarChartthe Parts of a Simple BarChartChartnumber Charttitle
Source: Census Bureau, Current Population Reports, March 1998 Source noteScale caption
Scale value
Bartitles
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Chart 7
Reasons for Holding Multiple Jobs by Age Group
0 5 10 15 20 25 30 35
Meet regularhousehold expenses
Pay offdebts
Save forthe future
Get experience or buildup a business
Helpout a friendor relative
Get extra money to buy somethingspecial
Enjoy work onthe secondjob
Other reasons
Reasons
Percentage
55+
25-54
16-24
Source: U. S Bureau of Labor Statistics, 1997
Multiple BarChartMultiple BarChart
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Pictograph ExamplePictograph Example
Figure 11
Household Median Income by Age Group
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
15-24 25-34 35-44 45-54 55-64 65+Age of Householder
Dollars
Source: U. S. Census Bureau, Current Population Reports, 1997
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Pie ChartPie Chart
Increase
Productivity
47%
Comply with
personnel
policiies
7%
Social
responsibility4%
Other
4%
Stay Competitive
38%
Figure 12
Business Reasons forDiversity Training
Source: The Conference Board
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Line Chart ComparingLine Chart Comparing
More than One SeriesMore than One SeriesChart6
McGraw-Hill ShareholderReturnFive-Year Culmulative Total Return
1996 1997 1998 1999 2000
MHP
S&P 500
Peer Group
$100
$215
$300
$232
Source: McGraw-Hill Annual Report 2000
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ScatterDiagramScatterDiagram
Source: Fortune, April 12, 1999, p. 84
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Geographical MapGeographical Map
Source: http://verizonwireless.com/
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PhotographPhotograph
Figure 1
Electronic Boardroom
Photo courtesy of San Diego State University
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Diagram/Flow ChartDiagram/Flow Chart
Source: Consolidated Paper, Inc.Source: Consolidated Paper, Inc.
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CartoonCartoon
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Avoiding Common ErrorsAvoiding Common Errors
Errors of scale Uniform scale size
Scale distortion
Zero points
Errors of Format Wrong chart type
Distracting grids and shading
Misuse of typeface Problems with labels
Errors of misleading context Objective framing
Reader empathy
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Of all methods for analyzing and
communicating statistical inform-ation, well-designed data graphics
are usually the simplest and at the
same time the most powerful.
--Edward Tufte, Author
The Visual Display of
Quantitative Information
Recommended