2/e
P
P
©2007 by the McGraw-Hill Companies, Inc. All rights reserved.
T

17
McGraw-Hill/Irwin
©2007 by the McGraw-Hill Companies, Inc. All rights reserved.

Designing Messages with Visuals
• What Is Visual Design?
 Visual design
◦ the process of generating and structuring messages using drawings, photos, and other graphics
 Visual channels
◦ include all visual imagery —such as drawings, photos, and graphics —that can be incorporated into a business message
 Visual elements
◦ include lines, shapes, colors, and text
3

Designing Messages with Visuals
• How Do I Choose Visual Channels?
 Pie chart
 Bar or line chart
 Map
 Line chart
 Photograph
 Bar chart
 Table
 Gantt chart
4

Basic Design Principles
• Designing with a Grid Approach
 Grid approach
◦ organizes the placement of visual elements on a page or within a graphic design frame
5

Basic Design Principles
FIGURE 17.1 The Grid Approach as Applied to Page 416.
6

Basic Design Principles
• Designing with a Grid Approach
(continued)
 Contrast
◦ varied level of difference and emphasis among visual symbols, shapes, colors, or tones
 Balance
◦ symmetry, or an equal distribution of weight within the frame of the design
 Rhythm
◦ refers to the positioning of elements that allows the viewer’s eyes to gaze at certain aspects of the design before others
7

Basic Design Principles
FIGURE 17.2 Symmetry Example
8

Basic Design Principles
• Designing with a Grid Approach
(continued)
 Unity
◦ choosing visual elements that belong together and are similar, are in close proximity, or are pointed in the same direction
 Proportion
◦ the relative size of an element based on importance
9

Basic Design Principles
• Using Color
 Hue
◦ refers to the individual colors of the white light spectrum and to the differences between shades
 Saturation
◦ involves the concentration of color purity and richness
 Brightness
◦ associated with the degree of intensity and brilliance of a color as it reflects the light
10

Basic Design Principles
• Using Shapes
 Shape
◦ any form or design with height and width
 Icons
◦ abstract shapes created to look like the object they represent
11

Infographics
• Quantitative
 Quantitative infographics
◦ visual designs that present numerical or statistical information in a condensed visual format
 Plot area
◦ refers to a portion of a grid designated by two axes: the horizontal (X) axis and the vertical (Y) axis
12

Infographics
• Quantitative
(continued)
 Titles
◦ used at the top of the chart or graph and on both axes to identify the comparison or measurement and to identify the chart categories
 Labels
◦ words or figures that accompany the chart categories to identify the items along the chart or graph axes
13

Infographics
FIGURE 17.3 Quantitative Infographics Grid
14

Infographics
• Quantitative
(continued)
1.  Tables
◦ square or rectangular in design and are used to present specific figures or narrative data
15

Infographics
FIGURE 17.4 Sample Table
16

Infographics
Quantitative infographics such as line charts and bar graphs help viewers understand information that describes comparisons, trends, and relationships over time.
© Firefly Productions/CORBIS
17

Infographics
• Quantitative
(continued)
2. Line and area charts
 Line chart
◦ shows trends, increases or decreases in quantities or events over time, and comparisons and relationships among numbers
 Area chart
◦ more dramatic version of a line chart because the area under the line is shaded to the baseline below
18

Infographics
FIGURE 17.5 Line and Area Charts
19

Infographics
• Quantitative
(continued)
3.  Pie charts
◦ circular in design and demonstrate the relationship or distribution of parts, or slices
(items), to the whole
20

Infographics
FIGURE 17.6 Pie Charts
21

Infographics
• Quantitative
(continued)
4.  Bar graphs
◦ present shaded rectangles (bars) side by side for visual comparison
22

Infographics
FIGURE 17.7 Bar Graph
23

Infographics
• Quantitative
(continued)
5.  Pictograms
◦ use graphic symbols to represent items for measurement or comparison
24

Infographics
FIGURE 17.8 Pictogram
25

Infographics
• Quantitative
(continued)
6.  Gantt chart
◦ use bars on a grid, but Gantt chart bars exclusively represent scheduled lengths of time
(days, months, or years) for the performance of activities on a particular project
26

Infographics
FIGURE 17.9 Gantt Chart
27

Infographics
• Qualitative
 Qualitative infographics
◦ include narrative or conceptual information presented using appealing visual formats
28

Infographics
• Qualitative
(continued)
1.  Flow Charts
◦ use boxes with arrows or lines to connect them
 Organizational chart
◦ depicts the chain of company command from top to bottom
 Pert chart
◦ refers to a type of flow chart that outlines a process
29

Infographics
FIGURE 17.10 Flow Chart
30

Infographics
• Qualitative
(continued)
2.  Maps
◦ used to present geographic locations, proximity, or distance
31

Infographics
FIGURE 17.11 Sample Map
32

Infographics
• Qualitative
(continued)
3. Photographs
 Photography
◦ process of capturing permanent images on film for eventual processing and printing onto special paper
33

Infographics
• Qualitative
(continued)
4. Drawings and diagrams
 Drawings
◦ handproduced lines using ink, pen, or pencil to represent images on paper
 Diagrams
◦ type of drawing used for visual description that explain how a process, procedure, or product works or is used
34

Developing Visuals

◦ predesigned models or sample layouts of business memos, résumés, reports, and letters
 Desktop publishing programs
 Presentation programs
35

Integrating Visuals
• Size, Visibility, and Placement
 Runaround
◦ refers to text that wraps around a visual image
• Numbers, Labels, and Titles
• Give Credit Where It’s Due
36

37