1. © 2010 Pearson Education, Inc., publishing as Longman Publishers. 1 Chapter 7 Using Audience-Centered Visuals Strategies for Technical Communication in the Workplace Laura J. Gurak John M. Lannon

2. © 2010 Pearson Education, Inc., publishing as Longman Publishers. 2 Why Visuals Matter Visuals convey information quickly and efficiently, and they help readers understand  Which information is most important  What numbers mean, how processes work, or how something is organized  What something looks like

3. © 2010 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. © 2010 Pearson Education, Inc., publishing as Longman Publishers. 4 How Visuals Work Visuals work to:  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. © 2010 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. © 2010 Pearson Education, Inc., publishing as Longman Publishers. 6 How to Select Visuals What is my purpose? What is my purpose? Who is my audience? Who is my audience? What form of information will achieve my purpose for this audience? What form of information will achieve my purpose for this audience?

7. © 2010 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 1980369305 1990298282 2000256260

8. © 2010 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. © 2010 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. © 2010 Pearson Education, Inc., publishing as Longman Publishers. 10 Charts  Pie charts  Organization charts  Flowcharts  Tree charts  Gantt and PERT charts  Pictograms

11. © 2010 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. © 2010 Pearson Education, Inc., publishing as Longman Publishers. 12 Graphic Illustrations Diagrams Diagrams  Exploded  Cutaway  Block Maps Maps Photographs Photographs

13. © 2010 Pearson Education, Inc., publishing as Longman Publishers. 13 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.

14. © 2010 Pearson Education, Inc., publishing as Longman Publishers. 14 Example of Visual Distortion Sales of Beer by Store Avoid this graphic Use this graphic Sales of Beer by Store

15. © 2010 Pearson Education, Inc., publishing as Longman Publishers. 15 Any Questions? For additional help reviewing this chapter, please visit the Companion Website for your text at http://www.pearsonhighered.com/gurak.