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© 2011 Pearson Education, Inc., publishing as Longman Publishers. 1 Chapter 12 Designing Visual Information Technical Communication, 12 th Edition John.

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Presentation on theme: "© 2011 Pearson Education, Inc., publishing as Longman Publishers. 1 Chapter 12 Designing Visual Information Technical Communication, 12 th Edition John."— Presentation transcript:

1 © 2011 Pearson Education, Inc., publishing as Longman Publishers. 1 Chapter 12 Designing Visual Information Technical Communication, 12 th Edition John M. Lannon Laura Gurak

2 © 2011 Pearson Education, Inc., publishing as Longman Publishers. 2 Why Visuals Matter  Visuals convey information quickly and efficiently, and help readers to understand  Which information is most important  What numbers mean, how processes work, or how something is organized  What something looks like

3 © 2011 Pearson Education, Inc., publishing as Longman Publishers. 3 When to Use Visuals Use visuals whenever  they make your point clearer  they enhance the text

4 © 2011 Pearson Education, Inc., publishing as Longman Publishers. 4 How Visuals Work  Enhance comprehension by displaying abstract concepts in concrete, geometric shapes  Make meaningful comparisons possible  Depict relationships  Serve as a universal language  Provide emphasis  Focus and organize information, making it easier to remember

5 © 2011 Pearson Education, Inc., publishing as Longman Publishers. 5 What Types of Visuals to Consider Graphs display numerical relationships Charts depict relationships Tables display organized lists of data Graphic illustrations rely on pictures

6 © 2011 Pearson Education, Inc., publishing as Longman Publishers. 6 How to Select Visuals What is my purpose? Who is my audience? What form of information will be achieve my purpose for this audience?

7 © 2011 Pearson Education, Inc., publishing as Longman Publishers. 7 Tables  Tables are used to display dense textual information such as specifications, comparisons or conditions.  No table should be overly complex for the intended audience.  Tables work well for displaying exact values. Death Rates for Heart Disease YearMaleFemale

8 © 2011 Pearson Education, Inc., publishing as Longman Publishers. 8 Graphs Graphs translate numbers into shapes that are easy to interpret and compare. Types of graphs include  Simple bar graphs  Multiple-bar graphs  Horizontal bar graphs  Stacked bar graphs  100-percent bar graph  Deviation bar graph  3-D bar graph

9 © 2011 Pearson Education, Inc., publishing as Longman Publishers. 9 Line Graphs Line graphs can accommodate many more data points than a bar graph. Types of graphs include  Simple line Graph  Multiline Graph  Deviation line Graph  Band or area Graph Total Sales Volume Price

10 © 2011 Pearson Education, Inc., publishing as Longman Publishers. 10 Charts  Pie charts  Organization charts  Flowcharts  Tree charts  Gantt and PERT charts  Pictograms

11 © 2011 Pearson Education, Inc., publishing as Longman Publishers. 11 Example of a Pictogram Sales of Pharmaceuticals by Division MidwestWestSouthNortheast $8,000,000 $6,000,000 $4,000,000 $2,000,000

12 © 2011 Pearson Education, Inc., publishing as Longman Publishers. 12 Graphic Illustrations Diagrams  Exploded  Cutaway  Block Maps Photographs Videos

13 © 2011 Pearson Education, Inc., publishing as Longman Publishers. 13 Software and Downloadable Images  Using the Software  Graphics software  Presentation software  Spreadsheet software  Word-processing software  Using Symbols and Icons  Readily recognizable to a wide audience

14 © 2011 Pearson Education, Inc., publishing as Longman Publishers. 14 Use Color  To Organize  To Orient  To Emphasize

15 © 2011 Pearson Education, Inc., publishing as Longman Publishers. 15 Ethical Considerations Avoid visual distortion  Present the real picture.  Present the complete picture.  Don’t mistake distortion for emphasis. (An example of distortion is on the next slide.)

16 © 2011 Pearson Education, Inc., publishing as Longman Publishers. 16 Example of Visual Distortion Sales of Beer by Store Avoid this graphic Use this graphic Sales of Beer by Store

17 © 2011 Pearson Education, Inc., publishing as Longman Publishers. 17 Any Questions? For additional help reviewing this chapter, please visit the Companion Website for your text at


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