Chapter 3 - Advanced Visual Support 1 Principles of Graphic Excellence Visual support should clarify, entice and emphasize the message content. Successful visuals integrate substance, statistics, and design.  Strive for clarity, precision, efficiency and integrity  Present the greatest number of ideas as quickly as possible in the least amount of space  Understanding of general design concepts

Chapter 3 - Advanced Visual Support 2 Principles of Graphic Excellence General design concepts  Emphasis – makes an item stand out  Unity – relationship among parts that makes them function as one  Balance – the placement of elements in pleasing ways  Space – positive or negative; positive space should appear to rest on negative space Positive Space Negative Space Positive Space

Chapter 3 - Advanced Visual Support 3 Principles of Graphic Excellence General design concepts  Scale – presenting data so that it is not disproportionate  Shades and colors – arrange colors to emphasize (light and bright) or to recede (dark and muted)  Texture and pattern – avoid mixing patterns that interact visually

Chapter 3 - Advanced Visual Support 4 Types of Visuals Tables  Present data in words, numbers, or both  Data is presented in columns and rows  Least enticing visually but most accurate method  Keep as simple as possible  Place a descriptive phrase after the table number  Present the data in logical fashion  Employ good design techniques  Cite the Source of the table

Chapter 3 - Advanced Visual Support 5 Types of Visuals - Table Table 1: Impact of Marketing Strategy Product Unit Cost Marketing Investment Former Price Current Price ROI Bearings Armatures Flanges Struts Brackets Source: Enter a bibliographic citation or a note explaining the origin of the table if it is not your original work

Chapter 3 - Advanced Visual Support 6 Types of Visuals Line Graphs  Used to plot data on a two-dimensional axis  Used to reflect frequencies, percentages, and distributions, and to compare multiple trends  Use different techniques to differentiate between multiple lines ( , ………, _____)  Readers become confused with too many lines  Include a legend or key when necessary  Keep all text in the same plane

Chapter 3 - Advanced Visual Support 7 Types of Visuals – Line Graph Figure 1: Sales Trends for the Year 2000 by Territory

Chapter 3 - Advanced Visual Support 8 Types of Visuals Bar Graphs  Present a variety of information, primarily to show comparison  Two-dimensional, may be filled with shading or color  Bars should be the same width and wider than the space between them  Place numerical values on or above the bars for precision  Bars may be vertical, horizontal, segmented, clustered or bilateral

Chapter 3 - Advanced Visual Support 9 Types of Visuals - Clustered Bar Graph Dollars Figure 1: Retail Price Breakdown by Product

Chapter 3 - Advanced Visual Support 10 Types of Visuals Pictographs  Similar to bar graph  Employ horizontal and vertical axes  Plot data for comparison  Symbols are used instead of bars  Stack symbols of equal size to show increase  Use a part of the symbol to designate a fraction of the amount

Chapter 3 - Advanced Visual Support 11 Types of Visuals Pie Graphs  Present data as slices of a whole, totaling 100%  Frequently boring and incorrectly prepared  Not an effective way to present percentages  Some time-honored pie graphing rules:  Always show 100% of something  Use colors or patterns to visually differentiate the slices  Limit number of slices to six  Start with lightest color for largest slice and move progressively darker

Chapter 3 - Advanced Visual Support 12 Types of Visuals Other types of graphs  3-D Graphs – offer variety and visual excitement  High-Low-Close Graphs – valuable for financial graphs  Gantt Graphs – used for event or production planning and process scheduling  Scatter Graphs – presents dots on a two- dimensional matrix and used with statistical data to show correlations

Chapter 3 - Advanced Visual Support 13 Types of Visuals Charts  Depict relationships such as those in an organization  Organization charts show the channels that formal communication should follow Drawings Diagrams  Show a flow between items  Venn diagrams use overlapping circles to characterize mutuality and exclusivity

Chapter 3 - Advanced Visual Support 14 Types of Visuals Maps - used when geographical precision is important Photographs – effectively document a visual moment better than words Text – quotes, outlines and key thoughts  Use a mixture of capital and lowercase letters  Select a simple, readable typeface  Use color, boldface, bullets and symbols to clarify

Chapter 3 - Advanced Visual Support 15 When to Use Visual Support Three questions to consider:  Does the support increase efficiency?  Does the support increase effectiveness?  Does the support increase impact? Know the value of visual support Know the formal and informal rules for when to use visual support Know the media available to you and how to prepare the support

Chapter 3 - Advanced Visual Support 16 Media Selection, Preparation, and Usage Paper  Visuals prepared for delivery on paper  Provides a sense of formality Flip Charts  Large paper tablets; not really charts  Easy to use, expense is minimal and can help deal with unanticipated needs

Chapter 3 - Advanced Visual Support 17 Media Selection, Preparation, and Usage Overhead Transparencies  Popular and inexpensive  Machines are quiet, moveable and efficient for large audiences  Originals can be copied onto transparency film or prepared on a computer

Chapter 3 - Advanced Visual Support 18 Media Selection, Preparation, and Usage 35 mm Slides  Convey a variety of information such as texts, graphs or pictures  Conveys a professional image Blackboards  Flexible and can be viewed by the entire audience  Can use color for clarity

Chapter 3 - Advanced Visual Support 19 Media Selection, Preparation, and Usage Computerized Visuals  Easy and inexpensive way to develop messages for other media (overhead transparencies)  Software packages facilitate development of professional and colorful presentations (PowerPoint) Videotape  Inexpensive, high-quality, color images  Many firms distribute free videotapes of their products or services

Chapter 3 - Advanced Visual Support 20 Planning and Execution Visual and verbal portions of a presentation must support each other as part of a package. Define your topic Determine audience characteristics Set learning objectives or goals Prepare the verbal content of the presentation Add the visual support Pretest the package Execute your presentation Evaluate your performance