1. Learning Objective Chapter 7 Graphics and Visual Communication Copyright © 2001 South-Western College Publishing Co. Objectives O U T L I N E General Design Mechanics Classifying and Selecting Visuals Ethical Use of Visuals The Importance of Visuals 7 C H A P T E R

2. Learning Objective Chapter 7 Graphics and Visual Communication 1. Understand the role of visuals in presentations and reports. 2. Identify five advantages for incorporating visuals. 3. Produce visuals that conform to effective mechanics principles. 4. Identify different types of visuals and select the format that is most appropriate for your presentation or report 5. Understand the ethical issues involved in using visuals. Learning Objectives

3. Learning Objective Chapter 7 Graphics and Visual Communication THE IMPORTANCE OF VISUALS Understand the role of visuals in presentations and reports. General Design Mechanics of Constructing Visuals Classifying and Selecting Visuals Ethical Use of Visuals American society has become accustom to a more visual -- less verbal -- message orientation People learn about 10 percent from listening We learn over 80 percent from what we see Individuals remember only about 20 percent of what they hear We remember over 50 percent of what we see and hear. 1 Visuals open more doors to critical analysis, synthesis, and evaluation than the spoken or written words alone. The Importance of Visuals

4. Learning Objective Chapter 7 Graphics and Visual Communication Identify five advantages for incorporating visuals. General Design Mechanics of Constructing Visuals Classifying and Selecting Visuals Ethical Use of Visuals Never expect visuals to replace the need for spoken or written words in presentations and reports. The primary function of a visual is to serve as a supplementary source to meaning, and often as a more concrete referent to meaning than the spoken or written word The Importance of Visuals Visuals Save Time A picture paints a thousand words. Visuals save time by expressing difficult thoughts and ideas without lengthy explanations.

5. Learning Objective Chapter 7 Graphics and Visual Communication General Design Mechanics of Constructing Visuals Classifying and Selecting Visuals Ethical Use of Visuals The Importance of Visuals Visuals Increase Interest and Motivation Text with no visuals we are likely to become bored and tune-out because of sole reliance on the left side of the brain. Visuals activate prior knowledge and experiences Both sides of the brain are activated as meaning evolves Visuals Inform and Persuade Through Improving Comprehension and Stimulating the Imagination Identify five advantages for incorporating visuals.

6. Learning Objective Chapter 7 Graphics and Visual Communication Produce visuals that conform to effective mechanics principles. General Design Mechanics of Constructing Visuals Classifying and Selecting Visuals Ethical Use of Visuals The Importance of Visuals Size and Shape The shape of your visual should be determined by the content requirements Height? Width? Circular? Rectangle? GENERAL DESIGN MECHANICS Labeling Label all visuals and give each a consecutive number

7. Learning Objective Chapter 7 Graphics and Visual Communication General Design Mechanics of Constructing Visuals Classifying and Selecting Visuals Ethical Use of Visuals The Importance of Visuals Placement Place as near to the narrative as possible Each visual should be introduced following a brief description of the topic then display the visual Complexity and Continuity Keep visuals as simple and uncomplicated as possible. Present one major idea per visual. Avoid complex messages in visuals Produce visuals that conform to effective mechanics principles.

8. Learning Objective Chapter 7 Graphics and Visual Communication General Design Mechanics of Constructing Visuals Classifying and Selecting Visuals Ethical Use of Visuals The Importance of Visuals Complexity and Continuity Visuals should maintain continuity throughout the report: Continue color sequences Maintain placement and location of titles Maintain continuous use of upper and lower case letters, bolding, underlining, and italics (continued) Borders and Color Borders should be placed around visuals that occupy less than a full page Make sure the border enhances the visual Produce visuals that conform to effective mechanics principles.

9. Learning Objective Chapter 7 Graphics and Visual Communication General Design Mechanics of Constructing Visuals Classifying and Selecting Visuals Ethical Use of Visuals The Importance of Visuals (continued) Borders and Color Color helps others see comparisons, contrasts, and emphasis Limit the number of colors to two or three Use bold bright color to emphasize important points Use softer, lighter colors to de-emphasize less important visual areas Background colors should remain constant Generally use neutral background colors such as tan, light blue, or white Produce visuals that conform to effective mechanics principles.

10. Learning Objective Chapter 7 Graphics and Visual Communication General Design Mechanics of Constructing Visuals Classifying and Selecting Visuals Ethical Use of Visuals The Importance of Visuals Acknowledging Sources You must acknowledge the source that created or collected the information used in a visual For example, Source: “Claritas Inc., NFO Research, Inc. Copyright 1999 by Michael J. Weiss.” Produce visuals that conform to effective mechanics principles. Integrating Words with Visuals Minimize the number of words Spacing: 1 1/2 times the word height Use only bold, plain typefaces

11. Learning Objective Chapter 7 Graphics and Visual Communication Identify different types of visuals and select the format that is most appropriate for your presentation or report. General Design Mechanics of Constructing Visuals Classifying and Selecting Visuals Ethical Use of Visuals The Importance of Visuals CLASSIFYING AND SELECTING VISUALS Examining and Selecting the Appropriate Visual Graphs: Visual representations of data Line graphs: Time on the horizontal axis and units or values on the vertical axis Bar graphs: Graphs that use different lengths of bars to compare quantities

12. Learning Objective Chapter 7 Graphics and Visual Communication General Design Mechanics of Constructing Visuals Classifying and Selecting Visuals Ethical Use of Visuals The Importance of Visuals Vertical and horizontal bar graphs are best selected for comparing quantity or information changes over time or geographic distances Bar graphs may be multidimensional. Multidimensional graphs are visually appealing, but are more difficult to read and construct Don’t compare more than three kinds of information Identify different types of visuals and select the format that is most appropriate for your presentation or report.

13. Learning Objective Chapter 7 Graphics and Visual Communication General Design Mechanics of Constructing Visuals Classifying and Selecting Visuals Ethical Use of Visuals The Importance of Visuals Pie graphs: A graph used to show how a whole is divided. The slices are sized according to their relationship to the whole Best used for highlighting how much of each portion the pie represents as a whole Restrict the number of slices to seven Identify different types of visuals and select the format that is most appropriate for your presentation or report.

14. Learning Objective Chapter 7 Graphics and Visual Communication General Design Mechanics of Constructing Visuals Classifying and Selecting Visuals Ethical Use of Visuals The Importance of Visuals Pictograms: To show numerical comparisons in picture form. Two rules: (1) Make certain you select pictures that clearly relate to your topic (2) Make sure that all pictures are of equal size Charts: Graphic representations of abstract relationships and provide the listener with an understanding of the process Flowchart: a step-by-step progression Identify different types of visuals and select the format that is most appropriate for your presentation or report.

15. Learning Objective Chapter 7 Graphics and Visual Communication General Design Mechanics of Constructing Visuals Classifying and Selecting Visuals Ethical Use of Visuals The Importance of Visuals Organization charts: for delineating the organizational structure or chain of command Tabular chart or table: a systematic grouping of data in a column form Maps: A visual representation of geographic areas Schematic Drawings: For explaining how something works, is constructed, or operated Used for showing movement or motion Identify different types of visuals and select the format that is most appropriate for your presentation or report.

16. Learning Objective Chapter 7 Graphics and Visual Communication General Design Mechanics of Constructing Visuals Classifying and Selecting Visuals Ethical Use of Visuals The Importance of Visuals Computer Generated Visuals Greatest advantage: speed Either choose from existing graphics options such as tables, pie charts, line charts, bar graphs Create your own diagrams, drawings, and flow charts Identify different types of visuals and select the format that is most appropriate for your presentation or report.

17. Learning Objective Chapter 7 Graphics and Visual Communication Understanding the ethical issues involved in using visuals. General Design Mechanics of Constructing Visuals Classifying and Selecting Visuals Ethical Use of Visuals The Importance of Visuals Explain All Outside Influences Include all information that the reader or listener needs to accurately interpret the visual ETHICAL USE OF VISUALS Proofread Your Visuals for Design Flaws Proofread for errors and design flaws, effectiveness, and misrepresentation of data Interpreting Your Visual for the Audience Provide oral interpretation Include a precise title and explanatory legend

18. Learning Objective Chapter 7 Graphics and Visual Communication The End Copyright © 2000 South-Western College Publishing Co.