Visual Communication
designing, completing and enhancing reports
Chapters 12, 16 & 17
Understanding Visual Communication
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Connection
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Explore ideas
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Important concepts
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Relationships
◦ Space, size, color, pattern, texture
Selecting Type of Visuals
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Electronic presentation
◦ Power points or slides
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Overhead transparencies
Chalkboard or
whiteboard
 Flip charts
 Other visuals

Easy to edit vs cost of
equipment
Not easy to edit vs
simplicity
Good for small meetings
vs too complex
Low tech, easy to use
3rd party visual aids
Visual Design Principles

Consistency
◦ Make sure the design elements are the same from one page to the next
(visual parallelism)

Contrast
◦ keep visual aids aligned with verbal ones
 Meaning, keep like categories in the same color and scheme

Balance
◦ Keep the visual aids and the text in balance; otherwise the human eye
tends to find it unsettling

Emphasis
◦ Make sure you emphasize the important parts of your visual and not
focus on the unimportant one
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Convention
◦ Follow the formally accepted guidelines

Simplicity
◦ You’re conveying information, not a fashion show
Ethics of Visual Communication

Unethical
◦ Gender-biased photos
◦ Racial commentaries
◦ Emphasis that preys on the prejudices of
people
◦ Anything that would be considered
derogatory
How to avoid it:
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misinterpretations – take your audience’s side
Provide context that accompanies visuals
Always present all information – don’t be onesided
Don’t exaggerate information
Avoid emotional manipulation
Points to illustrate
Difficult content to express
 To complete ideas
 A picture is worth a thousand words
 Use visuals to make connections

◦ Comparison / contrast
◦ Cause – effect
◦ Problem –solution
 Compelling
Presenting Data
Tables – columns and rows
Flow charts – to make connections
concepts and ideas of how certain elements
are related
Line Surface Charts
trends of information over time
Bubble Chart
for multiple entities
Pie Chart
exemplifies parts of a whole
Data
Label column headings
 Provide totals, averages, sums etc
 Document the source of data
 Write readable content

◦ Limit each slide to one idea or concept

Use simple – understandable terminology
◦ Dollars
◦ Units
Closing
For visual aids to be effective, it must be
integrated into the report carefully,
thinking of symmetry for each page.
You must maintain a balance of pictures and
words.
Delivering your Oral Presentation
Define your main idea
 Limit your focus to what is on the report
 Choose your approach

◦ Indirect or direct
Use an outline
 Show the sources you used

Mastering the Art of Delivery

Impromptu – unprepared, spontaneous
◦ unrehearsed

Scripted – read from a script
◦ Especially if you are presenting something
complex

Memorized – committed to memory
◦ This requires practice

Extemporaneous – prepared using
notes
◦ Using an outline to help as a promtp
Readable content
Use simple language
 Limit content to about 40 words
 Write short bullet phrases
 Use sentences when necessary
 Use active voice
 Grammatically correct
 Include short informative titles

Font Types and Styles
Avoid decorative fonts
 Limit your fonts to 1 or 2 per slide
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