Module 2 Additional Information
Visual Media and Technology
The Power of Images
Enhance Textual Messages
More Effectively Convey Certain Points
Visual Presentation of Numeric Quantities
Attract and Hold Audience’s Attention
Better Communicate to Diverse Audiences
Convey Connotative Meaning
The Visual Evolution in Business
Communication
• Audience Expectations are Changing
• Better and Cheaper Equipment
• Technological Advances
• Visual Literacy
Visual Design Principles
• Consistency
• Contrast
• Balance
• Emphasis
• Convention
• Simplicity
The Ethics of Visual Communication
Consider All Possible Interpretations
Provide Context
Don’t Hide or Minimize Negative Information
Don’t Exaggerate Information that Supports
Your Argument
The Ethics of Visual Communication
Don’t Oversimplify Complex Situations
Don’t Imply Cause-and-Effect Relationships
Avoid Emotional Manipulation
Be Careful With Methods of Aggregating
Data
Deciding Where to Use Visuals
Think of the 5 Cs:
Clear
Complete
Concise
Connected
Compelling
Guidelines for Effective Tables
Use Common, Understandable Units
Use Uniform Units
Label Column Headings
Separate Columns and Rows with Lines or
Extra Space
Provide Totals or Averages
Document Data Sources
Line and Surface Charts
• Line Charts
– Illustrates Trends Over Time
– Plots Relationship of Two or More
Variables
– Can Compare Two or More Sets of Data
• Surface Chart
– Shows a Cumulative Effect
Bar Charts, Pictograms and Gantt
Charts
Compare Sizes of Several Items at One
Time
Show Changes in One Item over Time
Indicate the Composition of Several Items
over Time
Show the Relative Sizes of Components of a
Whole
Scatter and Bubble Diagrams
• Scatter Diagram
– Compare Several Entities
– Similar to Line Chart with x and y axes
• Bubble Diagram
– Expands to 3 Variables
Pie Charts
Shows How the Parts of a Whole are
Distributed
Highlight Dominant Parts of a Whole
Can Label Each Slice
Data Visualization
Extracting Meaning from Masses of Data
Putting Data into Context
Working with Big Data
Communicate Dynamic Data
Maps
Geographic Area Spatial Relationships
Location Market Territories
Distance Distribution Routes
Points of Interest Facilities Locations
Geographic Information
Distribution of Data
Systems (GIS)
Illustrations, Diagrams and
Photographs
• Consider Whether a Diagram or Photograph Is
More Effective
• Learn to Use Basic Image-Processing Functions
• Ensure Photographs Have Communication
Value
• Be Aware of Copyrights and Model
Permissions
Infographics
Conveys Both Data and Concepts or Ideas
Independent, Standalone Documents
Stylized Charts or Graphs
Structured Narrative
Creating Visuals
Follow Basic Design Principles
Maximize Software’s Features and
Functions
Use Templates
Create Uniform Style and Quality
Integrating Visuals With Text
• May Be Independent From Text
• May Be Tightly Integrated
• Four Decisions of Successful Integration:
– Maintaining balance
– Referring to visuals in the text
– Placing visuals in a document
– Writing titles and other descriptions
Successful Integration Decisions
Maintaining a Balance
Between Illustrations and Referencing Visuals
Words
Avoid Disrupting Flow of Text Assign a Reference Number
With Too Many Visuals (table, exhibit, figure, etc.)
Be Aware of Readers’
Use Consistent Numbering
Specific Needs
Adjust for Diverse
Emphasize Main Point
Backgrounds
Account for Different
Reference In a Summary
Experience, Education, and
Manner
Training Backgrounds
Successful Integration Decisions
Writing Titles,
Placing Visuals
Captions, and Legends
Place Visuals to Minimize Titles Identify Content and
Back and Forth Purpose of Visual
Captions Offer Additional
Avoid Bunching Visuals
Information and Details
Legends Enhance
Use Software Flexibility
Complex Graphics
Verifying the Quality of Your Visuals
Is the Visual Accurate?
Is the Visual Properly Documented?
Is the Visual Honest?
Visual Media on Mobile Devices
• Consider the Constraints of Small Screens
– Plan Carefully
– Use Display Tools
– Pay Attention to Audience Members’
Needs
– Be Aware of the Circumstances in Which
Content will be Viewed
Step 1: Preproduction
• Purpose and Scope
• Scene Composition
• Camera Placement
• Lighting
Step 1: Preproduction
• Sound
• Shot List
• B-roll Material
Step 2: Production
Frame Each Shot Carefully
Keep the Camera Still
Take B-roll Footage
Don’t Use Camera Special Effects
Step 3: Postproduction
• Transfer Your Video Footage to Your Computer
• Evaluate Your Material
• Use Cut and Paste to Move Sections of Video
Around
• Weave in B-roll Images and Clips
• Add Transitions
Step 3: Postproduction
• Synchronize Main Audio Track
• Add an Intro
• Add Text Titles
• Create a Distributable File