Module 4.3 Graphics

8/3/2019 Module 4.3 Graphics

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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

Documents

Module 4.3 Graphics