1. CHAPTER THIRTEEN
Graphics

2. Overview The planning and placement of graphics
General mechanics of construction
Textual graphics
Visual graphics
Common errors in constructing and using graphics

3. Planning 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
Reader’s needs

4. Placing 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 them—subordinately.
Explain what reader needs to see or how to interpret graphics.

5. Basics for Construction of Graphics
Size
Layout and Type
Rules and Borders
Color and Cross-Hatching
Clip Art
Background
Numbering
Construction and Placement of Titles
Footnotes and Source Acknowledgments

6. Size 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.

7. Layout and Type Let size and content determine layout.
Select type style and font for consistency.
Determine size appropriate with context.
Choose for readability.

8. Rules and Borders Provide unity for graphic.
Separate graphic from text.
Give emphasis.
Surround graphic of less than one page.
Stay within normal page layout.

9. Color and Cross-Hatching
Helps reader see comparisons and distinctions
Improves comprehension, retention, and ease and speed of extracting information.
Adds to attractiveness.

10. Clip Art 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.

11. Background
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.

12. Numbering 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.

13. Construction 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.

14. Footnotes and Source Acknowledgments
Use footnotes to explain or elaborate.
Use source acknowledgments to identify the party responsible for gathering data.

15. Types of Graphics
Textual Graphics
Visual Graphics

16. Textual Graphics Tables Pull Quotes Bullet Lists
Flowcharts and Process Charts
Organization charts
Flowcharts
Gantt charts
Decision trees

17. Visual Graphics (1 of 2) Bar and Column Charts
Horizontal Bars & Vertical Columns
Multiple
Bi-lateral
Stacked
Pictographs
Pie Charts
Line Charts
Area (surface)
Hi-Lo
Scatter Diagrams
Maps
Statistical
Geographical
Combination Charts
Three-dimensional graphs

18. Visual Graphics (2 of 2) Other Graphics Photos Diagrams Drawings
Cartoons
Icons
Video clips and Animation

19. Good Arrangement of the Parts of a Typical Table
Table Number and Title
Table I—Average Annual Returns of Various Hedge Fund Categories*
Short term
Long term
Category
1-year
3-year
5-year
10-year
Aggressive Growth
80.40
39.66
33.74
24.94
Distressed Securities
3.30
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
Spanner Heads
Column Heads
Row Heads
Footnote
*For years ending September 30 Source: Van Hedge Fund Advisors International Inc.
Source Acknowledgement

20. Pull Quote
Source: Emily Thornton, David Henry, and Arlene Weintraub, “IPOs: Look Out Below,” BusinessWeek, December 8, 2003, p. 90.

21. An Organization Chart with Employee Names
U.S. Corporate Office of Thankyoutoo.com, 2005

22. Illustration of Good Arrangement of the Parts of a Simple Bar Chart
Chart number
Chart title
Bar titles
Scale value
Scale caption
Source: U.S. Census Bureau, Annual Demographic Survey, September 2002
Source note

23. Source: U. S. Bureau of Labor Statistics, September 2002
Clustered Bar Chart
Source: U. S. Bureau of Labor Statistics, September 2002

24. Bi-lateral Column Chart
Average Annual Return of Vanguard Funds: Windsor II,
Equity-Income, Dividend Growth*
-15
-10 -5 5 10
3-year
5-year
10-year
Time held
Percentage Return
Windsor II
Equity-Income
Dividend Growth
KMB
*Tax-adjusted Return
Source: Morningstar, July 6, 2003.

25. Stacked Column Chart with Bars of Unequal Lengths50
100
150
200
250
300
350
400
450
500
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
Amount ($000)
Unclassified
Industrials
Public building
Public engineering
Roadways
Private building
Chart 8 Value of Contract Construction in District V, 1994 to 2004
(component parts not available)
Source: Department of Public Sources, City of Brampton

26. Stacked Column Chart with Bars of Equal Lengths
Source: Southern Farm Cooperative League
Source: U.S. Bureau of Labor Statistics, November 2002

27. Pictograph Example

28. Figure 11 Business Reasons for Diversity Training
Pie Chart
Figure 11 Business Reasons for Diversity Training
Increase
productivity
47%
Comply with
personnel
policies 7%
Social
responsibility 4%
Other
Stay competitive
38%
Source: The Conference Board

29. Line Chart Comparing More than One Series
Source: Ann Harrington, “Work with me!”, Fortune, April 28, 2003, p. 52

30. Area Chart

31. High-Low Chart (Candlestick variation)
Open Body
Filled Body
Solid Line
HIGH
CLOSE
OPEN
LOW
HIGH
CLOSE
OPEN
LOW
HIGH
LOW
CLOSE
OPEN

32. Scatter Diagram
Source: Randall Lane and Jennifer Reingold, What's Your Company Worth Now?, Inc., July 2003, p. 75.

33. Geographical Map
Source: Center for Disease Control, December 11, 2003

34. Combination Chart

35. Three-dimensional Graph
Source: Omniviz, 2003

36. Figure 1 Electronic Boardroom
Photograph
Figure 1 Electronic Boardroom
Photo courtesy of San Diego State University

37. Diagram
Source:
fchv.diagram.500.jpg

38. Cartoon

39. Avoiding 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

40. “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