Designing Visual Communication Prentice Hall 2008 Business Communication

Designing Visual Communication © Prentice Hall, 2008 Business Communication Today, 9 e 1

Understanding Visual Communication Compare Items Show Changes Indicate Composition Show Relative Sizes © Prentice Hall, 2008 Business Communication Today, 9 e 2

The Power of Images • Enhance textual messages • Replace verbal messages • Convey complex information • Hold people’s attention • Communicate with diverse audiences • Convey connotative meaning © Prentice Hall, 2008 Business Communication Today, 9 e 3

The Visual Evolution in Business Communication Digital Technology Audience Skills Audience Expectations © Prentice Hall, 2008 Business Communication Today, 9 e 4

Visual Design Principles Consistency Contrast Balance Emphasis Convention Simplicity © Prentice Hall, 2008 Business Communication Today, 9 e 5

The Ethics of Visual Communication • Consider all possible interpretations • Provide appropriate context • Don’t conceal negative information • Don’t exaggerate information © Prentice Hall, 2008 Business Communication Today, 9 e 6

The Ethics of Visual Communication • Don’t oversimplify complex situations • Don’t imply cause and effect • Avoid manipulation or coercion • Be careful how you aggregate data © Prentice Hall, 2008 Business Communication Today, 9 e 7

Identifying Points to Illustrate Clear Complete Concise Connected Compelling © Prentice Hall, 2008 Business Communication Today, 9 e 8

Selecting the Right Visuals Data and Information Concepts and Ideas © Prentice Hall, 2008 Business Communication Today, 9 e 9

The Parts of a Table Stub head Subhead Single Column Head Row head Subhead Total XXX XXX XXX XX Multicolumn Head* Single Column Head Source: (In the same format as a text footnote). *Footnote (for explanation of elements in the table). © Prentice Hall, 2008 Business Communication Today, 9 e 10

Preparing Data Tables Use Common Units Round Numbers Label Columns © Prentice Hall, 2008 Business Communication Today, 9 e 11

Preparing Data Tables Rows and Columns Select Information Document Sources © Prentice Hall, 2008 Business Communication Today, 9 e 12

Line and Surface Charts 100% Trends 80% Variables 60% Relationships 2005 © Prentice Hall, 2008 2006 2007 2008 Business Communication Today, 9 e 13

Temperature °F Average Kiln Temps © Prentice Hall, 2008 Business Communication Today, 9 e 14

Average Per Game Home Game Ticket Sales © Prentice Hall, 2008 Business Communication Today, 9 e 15

Using Bar Charts Compare Items Show Changes Indicate Composition Show Relative Sizes © Prentice Hall, 2008 Business Communication Today, 9 e 16

Communi. Co Staff Computer Skills © Prentice Hall, 2008 Business Communication Today, 9 e 17

Communi. Co Preferred Communication Media © Prentice Hall, 2008 Business Communication Today, 9 e 18

Communi. Co Stock Price © Prentice Hall, 2008 Business Communication Today, 9 e 19

Training Costs Head Count Communi. Co Employee Training Costs © Prentice Hall, 2008 Business Communication Today, 9 e 20

Developing Pictograms Novelty Impact © Prentice Hall, 2008 Visual Appeal Business Communication Today, 9 e 21

Challenges Faced by European Executives When Managing Across Different Countries © Prentice Hall, 2008 Business Communication Today, 9 e 22

Timeline or Gantt Charts Time Schedules Milestones Completed Tasks Uncompleted Tasks © Prentice Hall, 2008 Business Communication Today, 9 e 23

Marketing Research Timeline Project Phase Start Date End Percent Duration Date Done Primary Research 6/3/08 6/8/08 5 d 100% Focus Groups 6/10/08 6/15/08 5 d 100% Interviews 6/12/08 6/17/08 5 d 100% Secondary Research 6/17/08 6/22/08 5 d 0. 00% Business Plan 15 d 0. 00% © Prentice Hall, 2008 6/22/08 7/7/08 Business Communication Today, 9 e June July 24

Creating Pie Charts The Number of Slices Logical Arrangement Contrasting Colors Numbers or Percents © Prentice Hall, 2008 Business Communication Today, 9 e 25

Percentage of Time Spent Online By Age Group © Prentice Hall, 2008 Business Communication Today, 9 e 26

Charting Business Entities and Variables Scatter Diagrams Bubble Diagrams Several Entities Two Variables Three Variables © Prentice Hall, 2008 Business Communication Today, 9 e 27

Competitor Financial Health Extan (Annual sales: $155 M) Flizel (Annual sales: $700 M) Zenach (Annual sales: $850 M) Moore. Comp (Annual sales: $1. 4 B) © Prentice Hall, 2008 Business Communication Today, 9 e 28

Information, Concepts, and Ideas Organization Charts Flow Charts Positions Processes Units Procedures Functions Sequences © Prentice Hall, 2008 Business Communication Today, 9 e 29

Flow Chart of the Report Writing Process Keyboard Input Yes Edit First Hard Copy Edit Next Hard Copy OK? No Add? Keyboard Input/Edit Yes Submit Report Keyboard Input/Edit No Style and Spelling © Prentice Hall, 2008 Style and Spelling Business Communication Today, 9 e 30

The Chain of Command Chief Executive Officer Executive Vice President Vice President Vice President Region 1 Region 2 Region 3 Region 4 Region 5 District A District B © Prentice Hall, 2008 District C District D District E Business Communication Today, 9 e District F District G 31

Using Maps Location and Distance Points of Interest Geographic Distributions Market Territories Distribution Routes Facilities Locations © Prentice Hall, 2008 Business Communication Today, 9 e 32

Other Business Graphics Drawings or Diagrams Photographic Images Functions Realism Operations Visual Appeal Selected Details Ethical Concerns © Prentice Hall, 2008 Business Communication Today, 9 e 33

Animation and Video Shapes and Text Computer Animation Digital Video © Prentice Hall, 2008 Business Communication Today, 9 e 34

Producing and Integrating Visuals Creation Integration Verification © Prentice Hall, 2008 Business Communication Today, 9 e 35

Creating Visuals for Reports and Presentations Advantages of Using Computers Disadvantages of Using Computers Speed Training Accuracy Artistic Skills Versatility Time Requirements © Prentice Hall, 2008 Business Communication Today, 9 e 36

Integrating Visuals and Text Balance of Words and Visuals References to Visuals Placement of Visuals Titles, Captions, and Legends © Prentice Hall, 2008 Business Communication Today, 9 e 37