Chapter 9
Visual Media
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Learning Objectives
1. Show the power of visuals in business
2. Learn how to select points to illustrate
3. Use common visuals to present data
4. Focus information, concepts and ideas
5. Integrate text and visuals in messages
6. Learn about basic business videos
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Understanding Visual
Communication
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The Power of Images
• Enhance textual messages
• Replace verbal messages
• Convey complex information
• Hold an audience’s attention
• Connect with diverse audiences
• Convey connotative meaning
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The Visual Evolution in
Business Communication
•Changing Technology
•Audience Skills
•Audience Expectations
•Visual Literacy
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Visual Design Principles
Consistency Emphasis
Contrast Convention
Balance Simplicity
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The Ethics of Visual
Communication
Consider All Possible Interpretations
Provide Appropriate Visual Context
Don’t Conceal Negative Information
Don’t Exaggerate Support Information
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The Ethics of Visual
Communication
Don’t Oversimplify Complex Situations
Don’t Imply Cause and Effect
Avoid Manipulation or Coercion
Be Careful How You Aggregate Data
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Summary of Discussion
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Identifying Points to
Illustrate
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Consider the Message
Complexity Connections
Content
Misinterpretation Emphasis
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Pick Points to Illustrate
•Clear
•Complete
•Concise
•Connected
•Compelling
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Summary of Discussion
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Selecting Visuals for
Presenting Data
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The Parts of a Table
Multicolumn Heading Single
Column Column Column Column
Subheading Subheading Subheading Heading
Row Heading xxx xxx xxx xxx
Row Heading xxx xxx xxx xxx
Row Subheading xxx xxx xxx xxx
Row Subheading xxx xxx xxx xxx
Row Heading xxx xxx xxx xxx
Row Heading xxx xxx xxx xxx
TOTALS xxx xxx xxx xxx
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Preparing Data Tables
Common Units Rows or Columns
Consistent Usage Totals or Averages
Column Headings Data Sources
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Line and Surface Charts
•Variables
•Trends
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Using Bar Charts
•Numbers
•Variables
•Quantities
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Bar Chart Alternatives
•Pictograms
•Gantt Charts
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Presenting Diagrams
•Entities
•Variables
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Using Pie Charts
•Distribution
•Dominance
•Percentages
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Data Visualization
•Meaning
•Interactivity
•Complexity
•Dynamism
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Summary of Discussion
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Presenting Information,
Concepts, and Ideas
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Physical or Conceptual
Relationships
•Processes
•Procedures
•Sequences
•Positions
•Units
•Functions
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Business Graphics
•Maps
•Drawings
•Diagrams
•Infographics
•Photographs
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Infographics
Stylized Structured
Collections Narratives
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Summary of Discussion
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Producing and Integrating
Visuals
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Creating Visuals
Software Templates
Style and Subject and
Quality Situation
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Integrate Visuals and Text
Balance Elements
Persuasion
Description
Reference Visuals
Place Visuals
Titles, Captions, Legends
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The Quality of Visuals
•Is the visual accurate?
•Is the visual documented?
•Is the visual honest?
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Summary of Discussion
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Producing Business Videos
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Step 1: Preproduction
•Purpose
•Scope
•Scene
•Camera
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Step 1: Preproduction
•Lighting
•Sound
•Shot List
•B-Roll
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Step 2: Production
•Shot Frame
•The Camera
•B-Roll Footage
•Special Effects
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Step 3: Postproduction
Transfer Video Footage
Evaluate Your Material
Move Sections of the Video
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Step 3: Postproduction
Weave in B-Roll Footage
Add Transitions, as Needed
Synchronize Audio and Video
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Step 3: Postproduction
Add an Intro and an Outro
Add Titles and Other Features
Create Distributable File
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Chapter 9
Visual Media
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