1. © Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 1 Designing Visual Communication

2. © Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 2 Understanding Visual Communication The power of images The visual revolution in business communication Visual design principles The ethics of visual communication

3. © Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 3 The Power of Images Enhance textual messages Replace verbal messages Convey complex information Hold people’s attention Communicate with diverse audiences Convey connotative meaning

4. © Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 4 The Visual Evolution in Business Communication Digital technology Audience skills Audience expectations

5. © Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 5 Visual Design Principles Consistency Contrast Balance Emphasis Convention Simplicity

6. © Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 6 The Ethics of Visual Communication Consider all possible interpretations and misinterpretations Provide context Don’t hide or minimize negative information that runs counter to your argument Don’t exaggerate information that supports your argument

7. © Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 7 The Ethics of Visual Communication Don’t oversimplify complex situations Don’t imply cause-and-effect relationships without providing proof that they exist Avoid emotional manipulation or other forms of coercion Be careful how you aggregate data

8. © Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 8 Identifying Points to Illustrate Clear Complete Concise Connected Compelling

9. © Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 9 Selecting the Right Visuals Data Information Concepts Ideas

10. © Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 10 The Parts of a Table Stub headSubhead Single Column Head Single Column Head Row head Subhead Total XXX XX Subhead XXX XX XXX Multicolumn Head* Source: (In the same format as a text footnote). *Footnote (for explanation of elements in the table).

11. © Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 11 Preparing Data Tables Use common, clearly identified units Maintain unity in columns Label column headings Separate rows and columns Provide totals or averages Document data sources

12. © Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 12 Line and Surface Charts Trends Variables Relationships

13. © Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 13 Using Bar Charts Compare items Show changes Indicate relationships Show relative sizes

14. © Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 14 Developing Pictograms Novelty impact Visual appeal

15. © Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 15 Timeline or Gantt Charts Time schedules Milestones Completed tasks Uncompleted tasks

16. © Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 16 Creating Pie Charts Limit the number of slices Arrange slices clockwise Use a variety of colors Show numbers or percentages

17. © Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 17 Business Entities and Variables Scatter diagrams –Several entities –Two variables Bubble diagrams –Several entities –Three variables

18. © Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 18 Information, Concepts, and Ideas Organization charts –Positions –Units –Functions Flow charts –Processes –Procedures –Sequences

19. © Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 19 Other Business Graphics Drawings and diagrams –Functions –Operations –Selected details Photographic images –Realism –Visual appeal –Ethical concerns

20. © Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 20 Animation and Video Visual Impact –Shapes and text –Computer animation –Digital video

21. © Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 21 Producing and Integrating Visuals Creating visuals Integrating text and visuals Verifying quality of visual elements

22. © Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 22 Creating Visuals for Reports and Presentations Advantages –Speed –Accuracy –Versatility Challenges –Training –Artistic skills –Time requirements

23. © Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 23 Integrating Visuals and Text Balancing visuals and text Referring to visuals in the text Placing visuals in the document Writing titles, captions, and legends

24. © Prentice Hall, 2008 Business Communication Today, 9eChapter 12 - 24 Verifying Quality of Visuals It the visual accurate? Is the visual properly documented? Is the visual honest?