Transcript Chapter 7 PowerPoint Slides

Learning Objective
O U T L7I N E
Chapter
Graphics and Visual
Objectives
Communication
The Importance of Visuals
General Design Mechanics
7
C H A P T E R
Classifying and Selecting Visuals
Ethical Use of Visuals
Graphics and Visual Communication
Copyright © 2001 South-Western College Publishing Co.
Chapter 7
Graphics and Visual
Communication
Learning Objective
Learning Objectives
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.
Chapter 7
Learning Objective
Graphics and Visual
Communication
The Importance
of Visuals
General Design
Mechanics of
Constructing
Visuals
Understand the role of visuals in
presentations and reports.
THE IMPORTANCE 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
Classifying and
Selecting
Visuals
Ethical Use of
Visuals
• 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.
Chapter 7
Learning Objective
Graphics and Visual
Communication
The Importance
of Visuals
General Design
Mechanics of
Constructing
Visuals
Classifying and
Selecting
Visuals
Identify five advantages for
incorporating 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
Visuals Save Time
• A picture paints a thousand words.
Ethical Use of
Visuals
• Visuals save time by expressing difficult
thoughts and ideas without lengthy
explanations.
Chapter 7
Learning Objective
Graphics and Visual
Communication
The Importance
of Visuals
General Design
Mechanics of
Constructing
Visuals
Classifying and
Selecting
Visuals
Ethical Use of
Visuals
Identify five advantages for
incorporating 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 Inform and Persuade Through
Improving Comprehension and Stimulating the
Imagination
• Visuals activate prior knowledge and
experiences
• Both sides of the brain are activated as
meaning evolves
Learning Objective
Chapter 7
Graphics and Visual
Communication
The Importance
of Visuals
Produce visuals that conform to
effective mechanics principles.
GENERAL DESIGN MECHANICS
Size and Shape
General Design
Mechanics of
Constructing
Visuals
The shape of your visual should be
determined by the content requirements
• Height? Width? Circular? Rectangle?
Classifying and
Selecting
Visuals
Ethical Use of
Visuals
Labeling
Label all visuals and give each a consecutive
number
Learning Objective
Chapter 7
Graphics and Visual
Communication
The Importance
of Visuals
Produce visuals that conform to
effective mechanics principles.
Placement
• Place as near to the narrative as possible
General Design
Mechanics of
Constructing
Visuals
Classifying and
Selecting
Visuals
Ethical Use of
Visuals
• 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
Chapter 7
Learning Objective
Graphics and Visual
Communication
The Importance
of Visuals
General Design
Mechanics of
Constructing
Visuals
Classifying and
Selecting
Visuals
Ethical Use of
Visuals
Produce visuals that conform to
effective mechanics principles.
Complexity and Continuity (continued)
• 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
Borders and Color
• Borders should be placed around visuals that
occupy less than a full page
• Make sure the border enhances the visual
Chapter 7
Learning Objective
Graphics and Visual
Communication
The Importance
of Visuals
General Design
Mechanics of
Constructing
Visuals
Classifying and
Selecting
Visuals
Ethical Use of
Visuals
Produce visuals that conform to
effective mechanics principles.
Borders and Color (continued)
• 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
Learning Objective
Chapter 7
Graphics and Visual
Communication
The Importance
of Visuals
General Design
Mechanics of
Constructing
Visuals
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
Acknowledging Sources
Classifying and
Selecting
Visuals
Ethical Use of
Visuals
• 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.”
Chapter 7
Learning Objective
Graphics and Visual
Communication
The Importance
of Visuals
General Design
Mechanics of
Constructing
Visuals
Identify different
types of visuals and select the format
that is most appropriate for your
presentation or report.
CLASSIFYING AND SELECTING VISUALS
Examining and Selecting the Appropriate Visual
• Graphs: Visual representations of data
Classifying and
Selecting
Visuals
• Line graphs: Time on the horizontal axis and
units or values on the vertical axis
Ethical Use of
Visuals
• Bar graphs: Graphs that use different
lengths of bars to compare quantities
Chapter 7
Learning Objective
Graphics and Visual
Communication
The Importance
of Visuals
General Design
Mechanics of
Constructing
Visuals
Classifying and
Selecting
Visuals
Ethical Use of
Visuals
Identify different
types of visuals and select the format
that is most appropriate for your
presentation or report.
• 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
Chapter 7
Learning Objective
Graphics and Visual
Communication
The Importance
of Visuals
General Design
Mechanics of
Constructing
Visuals
Identify different
types of visuals and select the format
that is most appropriate for your
presentation or report.
• 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
Classifying and
Selecting
Visuals
Ethical Use of
Visuals
Learning Objective
Chapter 7
Graphics and Visual
Communication
The Importance
of Visuals
General Design
Mechanics of
Constructing
Visuals
Identify different
types of visuals and select the format
that is most appropriate for your
presentation or report.
• 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
Classifying and
Selecting
Visuals
Ethical Use of
Visuals
• Charts: Graphic representations of abstract
relationships and provide the listener with an
understanding of the process
• Flowchart: a step-by-step progression
Chapter 7
Learning Objective
Graphics and Visual
Communication
The Importance
of Visuals
General Design
Mechanics of
Constructing
Visuals
Classifying and
Selecting
Visuals
Ethical Use of
Visuals
Identify different
types of visuals and select the format
that is most appropriate for your
presentation or report.
• 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
Chapter 7
Learning Objective
Graphics and Visual
Communication
The Importance
of Visuals
Identify different
types of visuals and select the format
that is most appropriate for your
presentation or report.
Computer Generated Visuals
• Greatest advantage: speed
General Design
Mechanics of
Constructing
Visuals
Classifying and
Selecting
Visuals
Ethical Use of
Visuals
• Either choose from existing graphics options
such as tables, pie charts, line charts, bar
graphs
• Create your own diagrams, drawings, and
flow charts
Chapter 7
Learning Objective
Graphics and Visual
Communication
The Importance
of Visuals
Understanding the ethical issues
involved in using visuals.
ETHICAL USE OF VISUALS
Explain All Outside Influences
General Design
Mechanics of
Constructing
Visuals
• Include all information that the reader or
listener needs to accurately interpret the
visual
Proofread Your Visuals for Design Flaws
Classifying and
Selecting
Visuals
Ethical Use of
Visuals
• 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
Chapter 7
Learning Objective
Graphics and Visual
Communication
The End
Copyright © 2000 South-Western College Publishing Co.