1. © Business Communication Today 8eChapter 11 -
CommunicatingCommunicating
Information ThroughInformation Through
VisualsVisuals

2. © Business Communication Today 8eChapter 11 -
The Visual AdvantageThe Visual Advantage
• Bring your message to life
• Connect with your readers
• Convey effective messages
• Attract and hold attention

3. © Business Communication Today 8eChapter 11 -
Create Visuals FirstCreate Visuals First
• Analyze research data
• Develop a story line
• Save composition time

4. © Business Communication Today 8eChapter 11 -
5 C’s of Visual Design5 C’s of Visual Design
• Clear
• Complete
• Concise
• Connected
• Compelling

5. © Business Communication Today 8eChapter 11 -
Balance Words and VisualsBalance Words and Visuals
• The number of visuals
• The placement of visuals
• The pace of visuals

6. © Business Communication Today 8eChapter 11 -
Selecting the Right VisualsSelecting the Right Visuals
• Data
• Information
• Concepts
• Ideas

7. © Business Communication Today 8eChapter 11 -
The Representation ofThe Representation of
DataData
Table
Line Chart,
Bar Chart
Pie Chart
Scatter Chart,
Bubble Chart
Present individual, exact values
Show trends or relationships over time
Compare two or more sets of data
Frequency or distribution of parts in a whole
Compare entities vs. two or three variables

8. © Business Communication Today 8eChapter 11 -
Information,Information,
Concepts, and IdeasConcepts, and Ideas
Map
Flowchart,
Diagram
Drawing
Photograph
Animation, Video
Show geographic relationships/comparisons
Illustrate processes or procedures
Show conceptual or spatial relationships
Show realistic spatial relationships
Show processes, transformations in action

9. © Business Communication Today 8eChapter 11 -
Preparing Data TablesPreparing Data Tables
• Use common, clearly identified units
• Maintain unity in columns
• Label column headings
• Separate rows and columns
• Provide totals or averages
• Document data sources

10. © Business Communication Today 8eChapter 11 -
The Parts of a TableThe Parts of a Table
Stub head Subhead
Single
Column
Head
Single
Column
Head
Row head
Row head
Subhead
Subhead
Total
XXX
XXX
XXX
XXX
XX
XX
XX
XX
XX
XX
XX
XX
Subhead
XXX
XX
XX
XXX
Multicolumn Head*
Source: (In the same format as a text footnote).
*Footnote (for explanation of elements in the table).

11. © Business Communication Today 8eChapter 11 -
Using LineUsing Line
and Surface Chartsand Surface Charts
• Trends
• Variables
• Relationships

12. © Business Communication Today 8eChapter 11 -
Using Bar ChartsUsing Bar Charts
• Compare items
• Show changes
• Indicate relationships
• Show relative sizes

13. © Business Communication Today 8eChapter 11 -
Using PictogramsUsing Pictograms
• Novelty impact
• Visual appeal

14. © Business Communication Today 8eChapter 11 -
Timeline ChartsTimeline Charts
• Time schedules
• Milestones
• Completed tasks
• Uncompleted tasks

15. © Business Communication Today 8eChapter 11 -
Using Pie ChartsUsing Pie Charts
• Limit the number of slices
• Arrange slices clockwise
• Use a variety of colors
• Show numbers or percentages

16. © Business Communication Today 8eChapter 11 -
Charting BusinessCharting Business
Entities and VariablesEntities and Variables
• Scatter diagrams
– Several entities
– Two variables
• Bubble diagrams
– Several entities
– Three

17. © Business Communication Today 8eChapter 11 -
Information,Information,
Concepts, and IdeasConcepts, and Ideas
• Organization charts
– Positions
– Units
– Functions
• Flow charts
– Processes
– Procedures
– Sequences

18. © Business Communication Today 8eChapter 11 -
Using MapsUsing Maps
• Geographic areas
• Regional differences
• Key markets

19. © Business Communication Today 8eChapter 11 -
Other Business GraphicsOther Business Graphics
• Drawings and diagrams
– Functions
– Operations
– Selected details
• Photographic images
– Realism
– Visual appeal
– Ethical concerns

20. © Business Communication Today 8eChapter 11 -
Working With PhotographsWorking With Photographs
• Learn to use image processing tools
• Match file types and applications
• Stress communication value
• Be aware of copyrights
• Obtain model release forms

21. © Business Communication Today 8eChapter 11 -
Animation and VideoAnimation and Video
• Visual Impact
– Shapes and text
– Computer animation
– Digital video

22. © Business Communication Today 8eChapter 11 -
Designing Visuals forDesigning Visuals for
Reports and PresentationsReports and Presentations
• Using graphic design principles
• Integrating text and visuals
• Checking over visuals

23. © Business Communication Today 8eChapter 11 -
Working with ComputersWorking with Computers
• Advantages
– Speed
– Accuracy
– Versatility
• Challenges
– Training
– Artistic skills
– Time requirements

24. © Business Communication Today 8eChapter 11 -
Computer GraphicsComputer Graphics
• Continuity
• Contrast
• Emphasis
• Simplicity
• Experience

25. © Business Communication Today 8eChapter 11 -
Integrate TextIntegrate Text
and Graphicsand Graphics
• Clear introductions
• Careful placement
• Effective titles and legends

26. © Business Communication Today 8eChapter 11 -
Checking Visual AidsChecking Visual Aids
• Honesty
• Documentation
• Typography
• Coloring
• Alignment
• Necessity
• Accuracy