1. ©2007 by the McGraw-Hill Companies, Inc. All rights reserved. 2/e PPTPPT

2. ©2007 by the McGraw-Hill Companies, Inc. All rights reserved. 17 Creativity and Visual Design McGraw-Hill/Irwin

3. 3 Designing Messages with Visuals What Is Visual Design? Visual design ◦the process of generating and structuring messages using drawings, photos, and other graphics Visual channels ◦include all visual imagery—such as drawings, photos, and graphics—that can be incorporated into a business message Visual elements ◦include lines, shapes, colors, and text

4. 4 Designing Messages with Visuals How Do I Choose Visual Channels?  Pie chart  Bar or line chart  Map  Line chart  Photograph  Bar chart  Table  Gantt chart

5. 5 Basic Design Principles Designing with a Grid Approach Grid approach ◦organizes the placement of visual elements on a page or within a graphic design frame

6. 6 Basic Design Principles FIGURE 17.1The Grid Approach as Applied to Page 416.

7. 7 Basic Design Principles Designing with a Grid Approach (continued) Contrast ◦varied level of difference and emphasis among visual symbols, shapes, colors, or tones Balance ◦symmetry, or an equal distribution of weight within the frame of the design Rhythm ◦refers to the positioning of elements that allows the viewer’s eyes to gaze at certain aspects of the design before others

8. 8 Basic Design Principles FIGURE 17.2Symmetry Example

9. 9 Basic Design Principles Designing with a Grid Approach (continued) Unity ◦choosing visual elements that belong together and are similar, are in close proximity, or are pointed in the same direction Proportion ◦the relative size of an element based on importance

10. 10 Basic Design Principles Using Color Hue ◦refers to the individual colors of the white light spectrum and to the differences between shades Saturation ◦involves the concentration of color purity and richness Brightness ◦associated with the degree of intensity and brilliance of a color as it reflects the light

11. 11 Basic Design Principles Using Shapes Shape ◦any form or design with height and width Icons ◦abstract shapes created to look like the object they represent

12. 12 Infographics Quantitative Quantitative infographics ◦visual designs that present numerical or statistical information in a condensed visual format Plot area ◦refers to a portion of a grid designated by two axes: the horizontal (X) axis and the vertical (Y) axis

13. 13 Infographics Quantitative (continued) Titles ◦used at the top of the chart or graph and on both axes to identify the comparison or measurement and to identify the chart categories Labels ◦words or figures that accompany the chart categories to identify the items along the chart or graph axes

14. 14 Infographics FIGURE 17.3Quantitative Infographics Grid

15. 15 Infographics Quantitative (continued) 1. Tables ◦square or rectangular in design and are used to present specific figures or narrative data

16. 16 Infographics FIGURE 17.4Sample Table

17. 17 Infographics Quantitative infographics such as line charts and bar graphs help viewers understand information that describes comparisons, trends, and relationships over time. © Firefly Productions/CORBIS

18. 18 Infographics Quantitative (continued) 2. Line and area charts Line chart ◦shows trends, increases or decreases in quantities or events over time, and comparisons and relationships among numbers Area chart ◦more dramatic version of a line chart because the area under the line is shaded to the baseline below

19. 19 Infographics FIGURE 17.5Line and Area Charts

20. 20 Infographics Quantitative (continued) 3. Pie charts ◦circular in design and demonstrate the relationship or distribution of parts, or slices (items), to the whole

21. 21 Infographics FIGURE 17.6Pie Charts

22. 22 Infographics Quantitative (continued) 4. Bar graphs ◦present shaded rectangles (bars) side by side for visual comparison

23. 23 Infographics FIGURE 17.7Bar Graph

24. 24 Infographics Quantitative (continued) 5. Pictograms ◦use graphic symbols to represent items for measurement or comparison

25. 25 Infographics FIGURE 17.8Pictogram

26. 26 Infographics Quantitative (continued) 6. Gantt chart ◦use bars on a grid, but Gantt chart bars exclusively represent scheduled lengths of time (days, months, or years) for the performance of activities on a particular project

27. 27 Infographics FIGURE 17.9Gantt Chart

28. 28 Infographics Qualitative Qualitative infographics ◦include narrative or conceptual information presented using appealing visual formats

29. 29 Infographics Qualitative (continued) 1. Flow Charts ◦use boxes with arrows or lines to connect them Organizational chart ◦depicts the chain of company command from top to bottom Pert chart ◦refers to a type of flow chart that outlines a process

30. 30 Infographics FIGURE 17.10Flow Chart

31. 31 Infographics Qualitative (continued) 2. Maps ◦used to present geographic locations, proximity, or distance

32. 32 Infographics FIGURE 17.11Sample Map

33. 33 Infographics Qualitative (continued) 3. Photographs Photography ◦process of capturing permanent images on film for eventual processing and printing onto special paper

34. 34 Infographics Qualitative (continued) 4. Drawings and diagrams Drawings ◦handproduced lines using ink, pen, or pencil to represent images on paper Diagrams ◦type of drawing used for visual description that explain how a process, procedure, or product works or is used

35. 35 Developing Visuals Templates ◦predesigned models or sample layouts of business memos, résumés, reports, and letters  Desktop publishing programs  Presentation programs

36. 36 Integrating Visuals Size, Visibility, and Placement Runaround ◦refers to text that wraps around a visual image Numbers, Labels, and Titles Give Credit Where It’s Due

37. 37 Questions