Bài giảng Business Communication Design - Chapter 17: Creativity and Visual Design

2/ePPT 17CreativityandVisual DesignMcGraw-Hill/IrwinDesigning Messages with VisualsWhat Is Visual Design?Visual designthe process of generating and structuring messages using drawings, photos, and other graphicsVisual channelsinclude all visual imagery—such as drawings, photos, and graphics—that can be incorporated into a business messageVisual elementsinclude lines, shapes, colors, and textDesigning Messages with VisualsHow Do I Choose Visual Channels?Pie chartBar or line chartMapLine chartPhotographBar chartTableGantt chartBasic Design PrinciplesDesigning with a Grid ApproachGrid approachorganizes the placement of visual elements on a page or within a graphic design frameBasic Design PrinciplesFIGURE 17.1 The Grid Approach as Applied to Page 416.Basic Design PrinciplesDesigning with a Grid Approach (continued)Contrastvaried level of difference and emphasis among visual symbols, shapes, colors, or tonesBalancesymmetry, or an equal distribution of weight within the frame of the designRhythmrefers to the positioning of elements that allows the viewer’s eyes to gaze at certain aspects of the design before othersBasic Design PrinciplesFIGURE 17.2 Symmetry ExampleBasic Design PrinciplesDesigning with a Grid Approach (continued)Unitychoosing visual elements that belong together and are similar, are in close proximity, or are pointed in the same directionProportionthe relative size of an element based on importanceBasic Design PrinciplesUsing ColorHuerefers to the individual colors of the white light spectrum and to the differences between shadesSaturationinvolves the concentration of color purity and richnessBrightnessassociated with the degree of intensity and brilliance of a color as it reflects the lightBasic Design PrinciplesUsing ShapesShapeany form or design with height and widthIconsabstract shapes created to look like the object they representInfographicsQuantitativeQuantitative infographicsvisual designs that present numerical or statistical information in a condensed visual formatPlot arearefers to a portion of a grid designated by two axes: the horizontal (X) axis and the vertical (Y) axisInfographicsQuantitative (continued)Titlesused at the top of the chart or graph and on both axes to identify the comparison or measurement and to identify the chart categoriesLabelswords or figures that accompany the chart categories to identify the items along the chart or graph axesInfographicsFIGURE 17.3 Quantitative Infographics GridInfographicsQuantitative (continued)1.  Tablessquare or rectangular in design and are used to present specific figures or narrative dataInfographicsFIGURE 17.4 Sample TableInfographicsQuantitative infographics such as line charts and bar graphs help viewers understand information that describes comparisons, trends, and relationships over time.© Firefly Productions/CORBISInfographicsQuantitative (continued)2. Line and area chartsLine chartshows trends, increases or decreases in quantities or events over time, and comparisons and relationships among numbersArea chartmore dramatic version of a line chart because the area under the line is shaded to the baseline belowInfographicsFIGURE 17.5 Line and Area ChartsInfographicsQuantitative (continued)3.  Pie chartscircular in design and demonstrate the relationship or distribution of parts, or slices (items), to the wholeInfographicsFIGURE 17.6 Pie ChartsInfographicsQuantitative (continued)4.  Bar graphspresent shaded rectangles (bars) side by side for visual comparisonInfographicsFIGURE 17.7 Bar GraphInfographicsQuantitative (continued)5.  Pictogramsuse graphic symbols to represent items for measurement or comparisonInfographicsFIGURE 17.8 PictogramInfographicsQuantitative (continued)6.  Gantt chartuse 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 projectInfographicsFIGURE 17.9 Gantt ChartInfographicsQualitativeQualitative infographicsinclude narrative or conceptual information presented using appealing visual formatsInfographicsQualitative (continued)1.  Flow Chartsuse boxes with arrows or lines to connect themOrganizational chartdepicts the chain of company command from top to bottomPert chartrefers to a type of flow chart that outlines a processInfographicsFIGURE 17.10 Flow ChartInfographicsQualitative (continued)2.  Mapsused to present geographic locations, proximity, or distanceInfographicsFIGURE 17.11 Sample MapInfographicsQualitative (continued)3. Photographs Photographyprocess of capturing permanent images on film for eventual processing and printing onto special paperInfographicsQualitative (continued)4. Drawings and diagramsDrawingshandproduced lines using ink, pen, or pencil to represent images on paperDiagramstype of drawing used for visual description that explain how a process, procedure, or product works or is usedDeveloping VisualsTemplatespredesigned models or sample layouts of business memos, résumés, reports, and lettersDesktop publishing programsPresentation programsIntegrating VisualsSize, Visibility, and PlacementRunaroundrefers to text that wraps around a visual imageNumbers, Labels, and TitlesGive Credit Where It’s Due?Questions