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