Bài giảng Business Communication - Chapter three: Using Visuals in Written and Oral Communication

threeUsing Visuals in Written and Oral CommunicationUnderstanding the Visual Communication ProcessPlanningGathering and CollectingAnalyzing and OrganizingChoosing a FormPlacing and InterpretingEvaluatingPlanningClarify complex or difficult informationIllustrate relationsReveal trends, patterns, and outliersEmphasize factsAdd coherence Overview and summarize dataProvide and keep interestEnhance appearanceGathering and CollectingMine data you or your company has already collectedGather new data – internally or externallyAnalyzing and OrganizingAnalyze the data to gain a clear understanding of what you haveOrganize the data to convey your message clearly to your readerChoosing a FormSelect visuals to convey meaning quickly, easily, and completely.Review content for ways visuals help communicate it.Consider context of the audience that will use it and let the words you use to describe the information to complement the visual.Source: and InterpretingPlace and use visuals near discussion of them.Use an incidental reference to a visual carrying the primary messageInterpret thoroughly when words are carrying the primary message. One method (GEE) begins with a generalization or summary statement followed by examples and any exceptions.Supplemental visuals should be placed in an appendix or at the end of a document or presentation.EvaluatingEthically bound to present visuals with integrity.Build credibility with accurate visuals by avoiding common errors.Errors of scale (uniform scale size, scale distortion, zero points)Errors of format (wrong chart type, distracting grids and shading, misuse of typeface, problems with labels)Errors of misleading context (objective framing, reader empathy)Ensure clarity through careful choices of format decisions and through factoring in context.Create appeal that helps audience retain the information.Choosing the Right VisualText-based VisualsData-generated VisualsOther VisualsText-based VisualsTablesPull QuotesBullet ListsText-based ChartsOrganization chartsFlowchartsGantt chartsDecision treesConcept or Mind mapTag cloudsData-generated Graphs and MashupsBar and Column ChartsBars & ColumnsClustered (Multiple)BilateralStackedPictographsPie ChartsLine ChartsArea (surface)Variance (High-Low)X-Y (Scatter) ChartsCombination Charts & MashupsOther VisualsMapsQuantitative (Statistical) Physical (Geographical)Three-dimensional VisualsPhotographsDiagrams, Drawings, and moreDiagramDrawingCartoonsVideo clips and animationManaging Visual MechanicsSize DeterminationLayout ArrangementTypeRules and BordersColor and Cross-Hatching Clip ArtBackgroundNumberingConstruction of Titles and CaptionsPlacement of Titles and CaptionsFootnotes and AcknowledgmentsMaking Document Design DecisionsLayoutTypeArtColor