1. Copyright © 2010 Pearson Education InternationalChapter 12 - 1 Designing Visual Communication

2. Copyright © 2010 Pearson Education InternationalChapter 12 - 2 Learning Objectives Discuss six principles of graphic design that help ensure effective visuals Explain how to avoid ethical lapses when using visuals Explain how to choose which points in your message to illustrate

3. Copyright © 2010 Pearson Education InternationalChapter 12 - 3 Learning Objectives Describe the most common options for presenting data in a visual format Describe the most common options for presenting information, concepts, and ideas List three criteria to review in order to verify the quality of your visuals

4. Copyright © 2010 Pearson Education InternationalChapter 12 - 4 Understanding Visual Communication Identify visual points Select the best visuals Create effective visuals

5. Copyright © 2010 Pearson Education InternationalChapter 12 - 5 The Power of Images Enhance textual messages Replace verbal messages Convey complex information Hold people’s attention Communicate with diverse audiences Convey connotative meaning

6. Copyright © 2010 Pearson Education InternationalChapter 12 - 6 The Visual Evolution in Business Communication Technology Audience skills Expectations

7. Copyright © 2010 Pearson Education InternationalChapter 12 - 7 Visual Literacy Consistency Contrast Balance Emphasis Convention Simplicity

8. Copyright © 2010 Pearson Education InternationalChapter 12 - 8 The Ethics of Visual Communication Consider all possible interpretations Provide appropriate context Don’t conceal negative information Don’t exaggerate support information

9. Copyright © 2010 Pearson Education InternationalChapter 12 - 9 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

10. Copyright © 2010 Pearson Education InternationalChapter 12 - 10 Choosing Points to Illustrate The 5 C’s of visual design –Clear –Complete –Concise –Connected –Compelling

11. Copyright © 2010 Pearson Education InternationalChapter 12 - 11 Pick the Right Visuals Data and information Concepts and ideas

12. Copyright © 2010 Pearson Education InternationalChapter 12 - 12 The Parts of a Table Systematic arrangement of data –Columns –Rows –Headings

13. Copyright © 2010 Pearson Education InternationalChapter 12 - 13 Preparing Data Tables Use common, understandable units and clearly identify them Express all items in a column in the same unit, and round off for simplicity Label column headings clearly, and use a subhead if necessary

14. Copyright © 2010 Pearson Education InternationalChapter 12 - 14 Preparing Data Tables Separate columns or rows with lines or extra space to make the table easy to follow Do not cram so much information into a table that it becomes hard to read Document the source of the data using the same format as a text footnote

15. Copyright © 2010 Pearson Education InternationalChapter 12 - 15 Line and Surface Charts Trends Variables Relationships

16. Copyright © 2010 Pearson Education InternationalChapter 12 - 16 Using Bar Charts Compare items Show changes Indicate composition Show relative sizes

17. Copyright © 2010 Pearson Education InternationalChapter 12 - 17 Using Pie Charts Limit the number of slices Arrange slices clockwise Use a variety of colors Show numbers or percentages

18. Copyright © 2010 Pearson Education InternationalChapter 12 - 18 Data Visualization Countless data points Wide graphical variety Complex dynamic data

19. Copyright © 2010 Pearson Education InternationalChapter 12 - 19 Information, Concepts, and Ideas Organization charts –Positions –Units –Functions Flow charts –Processes –Procedures –Sequences

20. Copyright © 2010 Pearson Education InternationalChapter 12 - 20 Using Maps Location and distance Points of interest Geographic distributions Market territories Distribution routes Facilities locations

21. Copyright © 2010 Pearson Education InternationalChapter 12 - 21 Drawings and Diagrams Networks Processes Operations Procedures

22. Copyright © 2010 Pearson Education InternationalChapter 12 - 22 Photographic Images Consider the use of diagrams Learn basic image-processing tools Match the file to the application Insist on high communication value Honor copyrights and permissions

23. Copyright © 2010 Pearson Education InternationalChapter 12 - 23 Animation and Video Shapes and text Computer animation Digital video

24. Copyright © 2010 Pearson Education InternationalChapter 12 - 24 Producing and Integrating Visuals Creation Integration Verification

25. Copyright © 2010 Pearson Education InternationalChapter 12 - 25 Creating Visual Aids Training Experience Templates Quality

26. Copyright © 2010 Pearson Education InternationalChapter 12 - 26 Integrate Text and Visuals Balance elements Reference visuals Place visuals Titles, captions, and legends

27. Copyright © 2010 Pearson Education InternationalChapter 12 - 27 Verifying Visual Quality Accuracy Documentation Honesty