Chapter 4 Making Pictures: Non-verbal Communication Deny A. Kwary www.kwary.net

Main Topics Definition of non-verbal communication Potential benefits of non-verbal communication Potential problems with visual data Graphs and charts

Definition Non-verbal forms of communication is a term that refers to any way in which we communicate our ideas, opinions and feelings with each other that does not involve the use of written or spoken words. For example, what would an interview panel think of a smiling, smartly dressed candidate? a candidate who has an untidy appearance and does not make eye contact?

Examples of visual images in the workplace A finance director giving a presentation to City analysts uses bar graphs and pie charts to display the raw data from a complex profit forecast. A brochure-designer searches photographic libraries to find a suitable image to support the central messages that appear in the text of an organisation’s annual report.

Potential benefits of non-verbal communication Rapid communication of messages Simplification of complex messages Securing audience attention Making messages memorable (visual hook) Persuading and motivating (to be discussed in Chapter 5)

1. Rapid communication of messages Signs used on roads and motorways Winding road ahead, begins with a curve to the right The road ahead, curves sharply left, then right Danger! Vicinity of school, kindergarten, or playground. Children are likely to run into traffic lanes.

2. Simplification of complex messages Showing conceptual or spatial relationships

3. Securing audience attention Dramatic or unexpected images in advertisements Link to 1st Movie Link to 2nd Movie

4. Making messages memorable (visual hook) The Nike "Swoosh" is a design created in 1971 by Carolyn Davidson, a graphic design student at Portland State University. Nike Ultimate Slide Men's Sandal Slippers provided by a hotel in Xiamen, China

Potential problems with visual media Inconsistency – a particular ‘picture’ may not be consistent with other aspects of the message that is being sent (e.g. contradictory text and images). Inherent unsuitability – it may not be suitable for the receiver that the sender is trying to reach (e.g. offensive images). Context-related meaning – its meaning may be altered according to the context in which it is being received (cultural variation).

Presenting data visually tables pie charts bar charts line graphs maps flowcharts

Table To present individual, exact values

Pie chart To show frequency or distribution of parts of a whole Figure 4.6 Pie chart with exploded segment

Line graph and bar chart To show relationships between variables over time To compare two or more sets of data

Denmark in Figures

Denmark in Figures

Map To show geographic relationships or comparisons Figure 4.11 A map illustrating regional data

Flowchart To illustrate processes or procedures

Extract from a financial statement Figure 4.12 Extract from a financial statement

Selecting the Right Visual (1) You are preparing the annual report for your company. What is the appropriate visual (a table, a pie chart, a bar chart, a line graph, a map, or a flowchart) to illustrate each of the following types of information? 1. Data on annual sales for the past 20 years.  a table or a line graph 2. Comparison of the sales, product by product (there are four different products), for this year and last year.  a bar chart

Selecting the Right Visual (2) What is the appropriate visual (a table, a pie chart, a bar chart, a line graph, a map, or a flowchart) to illustrate each of the following types of information? 3. Explanation of how your company markets the products.  a flowchart 4. Data on sales of the products in each of ten countries.  a map 5. Comparison of your company’s sales figures with sales figures of three competing companies over the past five years  a table or a line chart

Summary Organisations make use of a wide range of non-verbal signals, including visual images. There are many potential advantages of non-verbal encoding: messages are quickly assimilated; complex content can be simplified; the attention of an audience can be caught and messages can be more memorable. In addition, images are often powerful persuaders and motivators.

Summary (continued) The most common problems arise when pictures of all kinds are used carelessly (i.e. images are either inconsistent, inherently unsuitable or inappropriate in a particular context). Graphs and charts can be used to present data in more informative and appealing ways. However, it is important to use the most appropriate type and format, ensuring that you communicate a clear and undistorted impression of the underlying figures.