Visual Communication
designing, completing and enhancing reports
Chapters 12, 16 & 17
Understanding Visual Communication
Connection
Explore ideas
Important concepts
Relationships
◦ Space, size, color, pattern, texture
Selecting Type of Visuals
Electronic presentation
◦ Power points or slides
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
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:
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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