Unit V:

Visual Communication: 6 hrs

Contents

5.1 Uses of visual aids in business communication

5.2 Types of visual aids
5.3 Ethical consideration in using visual aids
 Visual Communication
• It is a pictorial presentation of information using
charts, pictures, diagrams, maps etc.
• Visual communication supports communication
and is effective in engaging the audience.
• Remember the saying: "a picture is worth a
thousand words".
• Visuals help to present the most important
information in a simple manner.
• We use them to emphasize important points,
show data, location.
• They are used to show things, not just tell about
them, and to convey complicated information.
• They are effective in illustrating how things work,
conveying change over time, and making
comparisons.
Uses of visual aids in business
Communication
1. Enhances Understanding: Visual aids can clarify complex information,
making it easier for the audience to understand and retain key points.
2. Engages the Audience: Visuals can capture and maintain the audience's
attention, making the communication more engaging and interactive.
3. Simplifies Data Presentation: Charts, graphs, and infographics can
present data in a more digestible and visually appealing format, simplifying
the presentation of statistics and trends.
4. Supports Retention: People tend to remember visual information better
than text alone. Visual aids can enhance memory retention of the
information presented.
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5. Facilitates Learning: Visual aids support different learning styles,
especially for visual learners, and can make learning more effective and
enjoyable.
6. Aids in Explanation: Diagrams, illustrations, and animations can help
explain processes, concepts, and relationships that might be difficult to
convey through words alone.
7. Reinforces Messages: Visual aids can reinforce verbal messages, ensuring
that key points are emphasized and understood.
8. Improves Persuasion: Well-designed visual aids can enhance the
persuasiveness of a presentation or argument by providing compelling
evidence and making the message more credible.
9. Saves Time: Visuals can convey large amounts of information quickly and
efficiently, saving time for both the presenter and the audience.
Types
1. Tables
• Comprises of rows and columns with numbers and words
• Help to compare diverse information
• Each column has a heading
• Each column has to be numbered in documents
• Should have a title and source (if any)
• Within a single page
• Use abbreviate words and
maintain consistency
• Example
2. Figures
• Visual devices like: charts, maps, icons, diagrams, photographs
etc
• To present information concisely and clearly
• Select appropriate figure keeping your audience, institutional
practice and purpose
To show an object: photograph, drawing etc.
To compare data: bar graphs, pie charts and line graphs
To show a process: flowchart
• Neither too big nor too small figure
• Keep figure after you introduce the theme related to it

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a. Bar Graph
• Present information by means of vertical or horizontal bars
• To show the relative value of two or more than two items
• Use different colours or patterns to separate items
• Can be in different forms: Vertical bar graph, horizontal bar graph,
line graph, pictograph and area graph
• Give figure number, maintain consistency in the width of the bars,
use white background, keep scales simple

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 .

Vertical bar graph Horizontal bar graph Line graph

Pictograph Area Graph

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b. Gantt Graph
• Named after Henry L. Gantt, an American engineer
• To show schedule
• Useful in planning, coordinating and tracking various tasks of a
project
• Helps to visualize task completed and remaining

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c. Info-graphics
• It is a data-rich visualization of
information or ideas
• Can illustrate patterns and trends
• Present complex information in a
way that can be understood
quickly and clearly
• Has no rigid/fixed format
• Shows creativity
• various technologies and tools are
available for this

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Examples of info-graphic

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c. Pie Chart
• A pie chart is a circular statistical graphic, which is divided into
slices to illustrate numerical proportion
• To compare different sections of a given pie chart

Fig: No. of tourists visiting Nepal

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d. Organizational Chart
• To show the system of organization within an institution in terms of
levels and departments and their relationships

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e. Flowchart
To show a process and give instruction
PLANNING DRAFTING REVISING DELIVERY

DETERMINE THE PRINT,

GET THE DRAFT
PRODUCE,
PURPOSE APPROVED
CHECK
QAUALITY

ANALYZE EDIT, CHECK,

AUDIENCE STYLE, GRAMMAR,
MECHANICS DISTRIBUTE,
DISSEMINATE

GATHER GET AUDIENCE,

INFORMATION SUBJECT EXPERT
FEEDBACK
WRITE THE DRAFT,
ORGANIZE AND
FORMAT REVIEW, ADJUST
CONTENT
OUTLINE CONTENT

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..
f. Diagram
• A diagram is a form of line art. It is a
simplified drawing that illustrates the
appearance, structure, or workings of
something, for example a diagram of a
solar power show component parts of a
thing, and the logical relationships
between those parts.
• Diagrams are often used in technical
communication documents. They help
bridge the gap of knowledge between
experts and laypersons.
g. Map
• A diagrammatic representation of an area
• Shows geographic locations or directions
• Help to find a country, zones, districts, village, hospital etc
• Types: 1. Political map – to show boundaries
2. Geologic map – terrain, climates etc.

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h. Photographs
• A picture made with a camera, mobile etc
• Shows the external surface

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3. Signs, Signals and symbols
Signs
• A sign stands for something.
• There are three types of signs.
• Symbolic signs are those signs that have no
obvious connection between the sign and the
object it refers to. For example, the word
APPLE is not identical with its referent, the
round, juicy fruit.
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• Iconic signs have a visual likeness to

the thing they represent such as the
icons of a home, an envelope, a door, a
lock, a pair of scissors, a cross sign,
traffic signs showing people crossing
the road etc.
• Indexical Signs show some kind of
direct connection to the real thing,
such as a burning torch, dark clouds,
smoke, a tear running down someone's
cheek, etc.
Signal
• Signals are dynamic and show movement or
action.
• They may include gestures and sounds.
• For a successful communication, there must be a
prior agreement between the sender and receiver
on what a particular signal stands for.
• Examples: A man giving a flower to a woman
signals his love for her. A traffic police officer
pointing to the left signals drivers to turn left. A
man raising his hands in the middle of a
conversation signals that he has something to
say.
Key Features of Document Design
1. Organization
2. Order
3. Access
4. Variety

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1. Organization
• A document should not be a haphazard collection of sentences.
• Sections should be arranged properly
• Highlighted parts attract attention and make comprehensive
Techniques
1. Title
• Main label
• Given in the beginning
2. Headings
• One to three words or phrases that summarize the unit or section of a text
3. White space
• It is the space between letters, words, lines, paragraphs, etc.
• Guides readers’ eyes from one point to another
4. Rules
• Horizontal lines are drawn across the page to separate units of texts
5. Section dividers and tabs
• In longer documents for easy access
2. Order
• Queuing information to prioritize
• In terms of most important to least important
Techniques
1. Typeface
• Means fonts
• Two types: serif and sans-serif
• Serifs have a short line or stroke at the top or bottom of printed letters
that make it easy to read
• Sans-serif has no such lines and hence makes it difficult to read (have
lower resolution)
2. Type size
• Size of the fonts
• To show main headings, sub-headings, etc.
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3. Density
It is a technique to make some texts outstanding by boldfacing or
double striking words.
4. Spacing
• Horizontal space after the headings
• More space after the first heading and the space decreases in
subsequent headings
5. Position
• Variety of positions for headings like centered, aligned left,
indented or outdented ( However, Consistency is important)

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3. Access
1. White space
2. Bullets
3. Numbering
4. Boldface
5. All caps
6. Underlining
7. Italics
8. Boxes
9. Inverse type (writing in white or black background, sometimes in others too)
10. Pull quotes (lifting, increasing size etc.)
11. Font types
12. Colors
4. Variety
• Variety adds to the richness of the layout.
1. Print horizontally (i.e. 11*8.5)
2. Use more columns
3. Vary gutter width (i.e. space between the columns)
4. Use ragged-right margins (unjustified to make it more reader-
friendly)
Thank you.