1 Technical Communication A Reader-Centred Approach First Canadian Edition Paul V. Anderson Kerry Surman

2 Creating Reader-Centred Graphics Chapter 15

3 (c) 2007 Nelson, a division of Thomson Canada Limited Learning Objectives Design, construct, and integrate effective graphics in written and online documents, and in oral presentations Design, construct, and integrate effective graphics in written and online documents, and in oral presentations Apply ethical considerations when designing graphics Apply ethical considerations when designing graphics Group common graphics according to function Group common graphics according to function

4 (c) 2007 Nelson, a division of Thomson Canada Limited The Importance of Reader-Centred Graphics Graphics may convey a message more clearly, usefully, and persuasively than words Graphics may convey a message more clearly, usefully, and persuasively than words Graphics may carry the entire message Graphics may carry the entire message – See Figure 15.1, page 364

5 (c) 2007 Nelson, a division of Thomson Canada Limited Guidelines for Creating Reader-Centred Graphics Look for places where graphics will increase your communication’s usability Look for places where graphics will increase your communication’s usability Look for places where graphics will increase your communication’s persuasiveness Look for places where graphics will increase your communication’s persuasiveness Choose the types of graphics that are best at achieving your objectives Choose the types of graphics that are best at achieving your objectives Make each graphic easy to understand and use Make each graphic easy to understand and use

6 (c) 2007 Nelson, a division of Thomson Canada Limited Guidelines for Creating Reader- Centred Graphics (continued) Use colour to support your message Use colour to support your message Adapt existing graphics to your readers and purpose Adapt existing graphics to your readers and purpose Integrate your graphics with your text Integrate your graphics with your text Before addressing an international audience, check your graphics for suitability Before addressing an international audience, check your graphics for suitability

7 (c) 2007 Nelson, a division of Thomson Canada Limited Look for Places Where Graphics Will Increase Usability Show your readers how something looks or is constructed Show your readers how something looks or is constructed – See Figure 15.2, page 365 How your readers how to do something How your readers how to do something – See Figure 15.3, page 365 Explain a process Explain a process – See Figure 15.4, page 366

8 (c) 2007 Nelson, a division of Thomson Canada Limited Look for Places Where Graphics Will Increase Usability (continued) Show how something is organized Show how something is organized – See Figure 15.5, page 366 Display data to make particular facts easy to find Display data to make particular facts easy to find – See Figure 15.6, page 367 Show trends and other numerical relationships Show trends and other numerical relationships – See Figure 15.7, page 367

9 (c) 2007 Nelson, a division of Thomson Canada Limited Look for Places Where Graphics Will Increase Persuasiveness A graphic may convey data in an especially dramatic way A graphic may convey data in an especially dramatic way – See Figure 15.8, page 368 A drawing can help readers envision the desirable outcomes you propose A drawing can help readers envision the desirable outcomes you propose A photograph can forcefully portray a problem you want readers to address A photograph can forcefully portray a problem you want readers to address

10 (c) 2007 Nelson, a division of Thomson Canada Limited Choose the Types of Graphics That Are Best At Achieving Your Objectives Consider your readers’ tasks Consider your readers’ tasks – Different types of graphics support different reading tasks – See Figure 15.9, page 370 Consider your readers’ attitudes Consider your readers’ attitudes – Select graphics your readers know how to interpret – See Figure 15.10, page 371 – See Figure 15.11, page 372

11 (c) 2007 Nelson, a division of Thomson Canada Limited Make Each Graphic Easy to Understand and Use Design your graphics to support your readers’ tasks Design your graphics to support your readers’ tasks Simplify your graphics Simplify your graphics – See Figure 15.12, page 373 – See Figure 15.13, page 374 Label the important content clearly Label the important content clearly – See Figure 15.14, page 375

12 (c) 2007 Nelson, a division of Thomson Canada Limited Provide Informative Titles Make your titles as brief and informative as possible Make your titles as brief and informative as possible Be consistent in the placement of your titles Be consistent in the placement of your titles If necessary, provide a separate contents list of figures If necessary, provide a separate contents list of figures

13 (c) 2007 Nelson, a division of Thomson Canada Limited Use Colour to Support Your Message Colour can Colour can – Clarify your message – Speed comprehension – Make information easy to use For example, you can use colour to For example, you can use colour to – Highlight a point – Tell the reader where to look first – Group related items

14 (c) 2007 Nelson, a division of Thomson Canada Limited Guidelines for Using Colour Use colour primarily for clarity and emphasis Use colour primarily for clarity and emphasis Choose colour schemes, not single colours Choose colour schemes, not single colours – See Figure 15.15, page 377 (colour blocks) – See Figure 15.16, page 377 (bright accent) – See Figure 15.17, page 378 (warm proximity) Use a high contrast between text and background Use a high contrast between text and background

15 (c) 2007 Nelson, a division of Thomson Canada Limited Guidelines for Using Colour (continued) Select colour with appropriate associations Select colour with appropriate associations Stick to a few colours Stick to a few colours Use colour to unify your overall communication Use colour to unify your overall communication – See Figure 15.18, page 380 (print) – See Figure 15.19, page 381 (oral presentation) – See Figure 15.20, page 382 (online)

16 (c) 2007 Nelson, a division of Thomson Canada Limited Adapt Existing Graphics to Your Readers and Purpose Review the existing graphic from the perspective of your readers and purpose Review the existing graphic from the perspective of your readers and purpose Comply with copyright law if the existing graphics are not owned by your employer Comply with copyright law if the existing graphics are not owned by your employer Document the sources of the graphics you use Document the sources of the graphics you use

17 (c) 2007 Nelson, a division of Thomson Canada Limited Integrate Your Graphics With Your Text Introduce your graphics in your text Introduce your graphics in your text State the conclusions you want your readers to draw State the conclusions you want your readers to draw Include explanations in your figures when appropriate Include explanations in your figures when appropriate – See Figure 15.21, page 384 Place your graphics near your references to them Place your graphics near your references to them

18 (c) 2007 Nelson, a division of Thomson Canada Limited Check Your Graphics for Suitability for An International Audience Visual language differs globally Visual language differs globally Graphics are interpreted differently in different cultures Graphics are interpreted differently in different cultures Colour have different connotations Colour have different connotations Review your draft graphics with those knowledgeable of the audience Review your draft graphics with those knowledgeable of the audience

19 (c) 2007 Nelson, a division of Thomson Canada Limited Ethics Guideline: Avoid Graphics That Mislead Avoid leading your readers to wrong conclusions Avoid leading your readers to wrong conclusions – Avoid intentional manipulation – Guard against accidental misleading

20 (c) 2007 Nelson, a division of Thomson Canada Limited Ethical Bar Graphs and Line Graphs May need to include zero points on axes May need to include zero points on axes May need to use hash marks to signal a break May need to use hash marks to signal a break – See Figure 15.22, page 385

21 (c) 2007 Nelson, a division of Thomson Canada Limited Ethical Pictographs Avoid misleading readers through use of area Avoid misleading readers through use of area Instead, make columns that differ in height alone Instead, make columns that differ in height alone – See Figure 15.23, page 386

22 (c) 2007 Nelson, a division of Thomson Canada Limited Ethical Use of Colour Bright colours Bright colours – Attract the eye – May distract the reader’s focus from the most important path Emphasize important news with colour Emphasize important news with colour – See Figure 15.24, page 386

23 (c) 2007 Nelson, a division of Thomson Canada Limited Reference Guide: Thirteen Types of Graphics Grouped by function, there are graphics for Grouped by function, there are graphics for – Displaying data – Showing how something looks or is constructed – Showing how to do something – Explaining a process – Providing management information – See Figure VA.1, page 433

24 (c) 2007 Nelson, a division of Thomson Canada Limited Graphics For Displaying Data Tables Tables – See Figures VA.2, VA.3, and VA.4, pages Bar graphs Bar graphs – See Figures VA.5, VA.5, VA.7, VA.8, pages Pictographs Pictographs – See Figure VA.9, page 441

25 (c) 2007 Nelson, a division of Thomson Canada Limited Graphics For Displaying Data (continued) Line graphs Line graphs – See Figure VA.10 and VA.11, page 442 Pie charts Pie charts – See Figure VA.12, page 443

26 (c) 2007 Nelson, a division of Thomson Canada Limited Graphics for Showing How Something Looks or Is Constructed Photographs Photographs – See Figure VA.13, VA.14, VA.15, VA.16, pages Drawings Drawings – See Figure VA.17 and VA.18, pages Screenshots Screenshots – See Figure VA.19, page 451

27 (c) 2007 Nelson, a division of Thomson Canada Limited Graphics for Showing How to Do Something Photographs and drawings Photographs and drawings Appear in the list of graphics twice because, like many other forms of graphics, they can be used for a variety of purposes Appear in the list of graphics twice because, like many other forms of graphics, they can be used for a variety of purposes – See Figure VA.20, page 451

28 (c) 2007 Nelson, a division of Thomson Canada Limited Graphics for Explaining a Process Flowcharts Flowcharts – See Figure VA.21, page 452 Diagrams Diagrams – See Figures VA.22 and VA.23, pages 453 and 454

29 (c) 2007 Nelson, a division of Thomson Canada Limited Graphics for Providing Management Information Organizational charts Organizational charts – See Figure VA.24, page 455 Schedule charts Schedule charts – See Figure VA.25, page 455 Budget statements Budget statements – See Figure VA.26, page 456

30 (c) 2007 Nelson, a division of Thomson Canada Limited In Summary Use graphics to convey your message in a more usable and persuasive fashion than text can do alone Use graphics to convey your message in a more usable and persuasive fashion than text can do alone Apply ethical considerations when designing graphics Apply ethical considerations when designing graphics Use the appropriate graphic for your readers and your purpose Use the appropriate graphic for your readers and your purpose