Designing Visual Communication

Designing Visual Communication

Learning Objectives

¨  Discuss six principles of graphic design that help ensure effective visuals

¨  Explain how to avoid ethical lapses when using visuals

¨  Explain how to choose which points in your message to illustrate

¨  Describe the most common options for presenting data in a visual format

¨  Describe the most common options for presenting information, concepts, and ideas

¨  List three criteria to review in order to verify the quality of your visuals

Understanding Visual Communication

¨  Identify visual points

   -(Which point in your message to illustrate)

¨  Select the best visuals

   -(For each of those points)

¨  Create effective visuals

    -(memo’s, web pages, electronic presentation etc.)

The Power of Images

¨  Enhance textual messages

     -(correlation, procedures and emotions etc.)

¨  Replace verbal messages(Time saving)

¨  Convey complex information

¨  Hold people’s attention

¨  Communicate with diverse audiences

¨  Convey connotative meaning (emotions, impressions)

The Visual Evolution in Business Communication

¨  Technology

¨  Audience skills

¨  Expectations

¨  Visual literacy a key business skill

Visual Literacy  Six Fundamental principles

¨  Consistency(Color,Shape,size,position and scale etc.)

¨  Contrast (color contrasting in charts)

¨  Balance (Formal and informal balance)

¨  Emphasis (Dominant element)

¨  Convention (Direction e.g. sequence of steps in a diagram)

¨  Simplicity (simple colors, designs)

The Ethics of Visual Communication

¨  Consider all possible interpretations

Misinterpretation e.g. ease of use of a product without biasness

¨  Provide appropriate context

Accurate visuals with appropriate background

¨  Don’t conceal negative information

¨  Don’t exaggerate support information

¨  Don’t oversimplify complex situations

¨  Don’t imply cause and effect relationship

Cause and effect relationship with proof

Relationship between advertising cost and increase in sales

¨  Avoid manipulation or coercion e.g.

A child is unhappy because he doesn’t has latest fashion clothes on the other side unethically it persuade the parents to buy fashionable clothes for their children

¨  Be careful how you aggregate data

Choosing Points to Illustrate

¨  The 5 C’s of visual design

¡  Clear

¡  Complete

 Detail in tables and charts

¡  Concise

A picture is worth one thousand words

¡  Connected

Similarities, differences, relationships

¡  Compelling

More persuasive and more interesting message

Pick the Right Visuals

¨  Data and information

v   Tables

v  Line charts

v  Bar charts

v  Bubble diagram

v  Pie charts

¨  Concepts and ideas

v  Organizational Chart

v  Maps

v  Drawings, Diagrams, Photographs

The Parts of a Table

¨  Systematic arrangement of data

¡  Columns

¡  Rows

¡  Headings

Preparing Data Tables

¨  Use common, understandable units and clearly identify them e.g. dollar, percentage, price per ton etc.

¨  Express all items in a column in the same unit, and round off for simplicity

¨  Label column headings clearly, and use a subhead if necessary

¨  Separate columns or rows with lines or extra space to make the table easy to follow

¨  Do not cram so much information into a table that it becomes hard to read

¨  Document the source of the data using the same format as a text footnote

Line and Surface Charts

¨  Trends

¨  Variables

¨  Relationships

Using Bar Charts

¨  Compare items

¨  Show changes

¨  Indicate composition

¨  Show relative sizes

Using Pie Charts

¨  Distribution of parts within a whole

¨  Arrange slices clockwise

¨  Use a variety of colors

¨  Show numbers or percentages

Information, Concepts, and Ideas

¨  Organization charts

¡  Positions

¡  Units

¡  Functions

¨  Organization charts

¡  Positions

¡  Units

¡  Functions

Using Maps

¨  Location and distance

¨  Points of interest

¨  Geographic distributions

¨  Market territories

¨  Distribution routes

¨  Facilities locations

Drawings and Diagrams

¨  Networks

¨  Processes

¨  Operations

¨  Procedures

Photographic Images

¨  Consider the use of diagrams

¨  Learn basic image-processing tools

¨  Match the file to the application

¨  Insist on high communication value

¨  Honor copyrights and permissions

Animation and Video

¨  Shapes and text (Animate)

¨  Computer animation (Software)

¨  Digital video (Variety of tools for production)

Creating Visual Aids

¨  Training

¨  Experience

¨  Templates

¨  Quality

Integrate Text and Visuals

¨  Balance elements

¨  Reference visuals

¨  Place visuals

¨  Titles, captions, and legends

Verifying Visual Quality

¨  Accuracy

¨  Documentation

¨  Honesty