Topic 5

Communicating Visually
Through Graphics
FIA 1383: BUSINESS COMMUNICATION
 What is Visual Communication?

 Visual communication is the transmission of information and ideas using

visual forms or aids such as signs, graphic designs, films, photographs,
charts, graphs, diagrams and countless other examples.

 Graphics/visuals help to: sort, classify and group data such as

percentages, numbers and rates of change.

 Visual communication is a powerful tool as it has the ability to grasp

readers’ attention and to communicate important concepts or complex
information more clearly and concisely.

 Some audiences are able to grasp ideas more efficiently and effectively
from graphics rather than from a large amount of text.

 A presentation utilizing graphics is often more interesting than one where

information is communicated in the text.
 Purposes of Visual Communication

 Visual communication conveys information in an appealing way for a variety of

purposes:
a) To catch reader’s attention

b) To reinforce and complement writing material

c) To explain complex material, particularly figures and statistics, more clearly

and concisely

d) To show the total picture

e) To clarify and link ideas expressed in text

f) To help the reader remember information

g) To make the presentation of information more interesting

 Effective Visual Communication

 Effective visual communication requires a communicator to

have a clear understanding of the key points they want the
audience to understand.

 The most effective graphics present information in a

straightforward manner. Non-essential decoration and
overly complex elements should be avoided. As a general rule,
display only what is relevant to the message being
conveyed.

 The preparation of an effective graphic requires a basic

understanding of visual design principles (refer to the table in
the next slide).
 Effective Visual Communication
 Key visual design principles
Principle Explanation

Contrast  The difference in visual properties that assists in creating focus, making one object
distinguishable from another.
 Includes colour, form, weight, structure and size.
 Example: If graphing actual sales against budgeted sales using a bar graph, distinguish
actual and budget by different-coloured bars.

Alignment  Strong lines can connect items and indicate a relationship

 Traditional documents use symmetry and indicate a more safe, formal or serious
document. Asymmetry creates a sense of movement and can be more interesting visually
 Example: Symmetry in a presentation is created when titles are centred with blocks of
text left-justified.

Repetition  Repeat the design elements.

 Audiences identify with repetition and it can create consistency and continuity, and unify a doc
ument.
 Make consistent elements stand out.
 Example: The consistent use of cross-shaped bullet points allows reader to focus on
what is being communicated in the presentation.

Proximity  Related items are grouped together.

 Create space between unrelated items and to avoid cluttering your graphics.
 Example: Services and examples are grouped in Figure 1 (next slide) allowing clear
identification of the service and an example of that service.
Simplicity  Less is better than more.
 Eliminate colours, textures, pictures or other information that is unnecessary to the
message.
 Effective Visual Communication

 Example of effective use of visual design principles

What the Red Cross Does

Services: Examples:
 Blood services  Collection from donors
 Community services  Cleaning the old folks home
 Disaster and emergency relief  Floods, cyclones, bushfires
 First aid  Training courses
 Youth education and support  Good Start Business Club
 Indigenous communities  Partner with schools, medical
services, government bodies
 Migration support programs  Support refugees and vulnerable
migrants
 Practice
1. The same information is presented in Figure 1 and 2 below. Figure 1 is more decorative and has the added
dimension of a 3-D effect.
a) What information is being communicated in the graphs?
b) Critically evaluate both graphs, thinking about whether the design elements used in Figure 1 assist the reader
of the graph in understanding the information being communicated.
c) Do the different bar colours in Figure 1 communicate a message? Are the different colours effective or
necessary?
d) Which graph is more effective for you in understanding the information being conveyed? Give reasons for
your answer.
 Types of Graphics Used in
Visual Communication
Tables
 Helps to present large amount of information, data, facts and figures in an
ordered, organized and simplistic manner.
 Data in a table is often easier to find and understand.
 Following is an example of a table containing data:
Date Clothing sales (RM) Accessories sales (RM) Total sales (RM)

01/02/15 10, 619 1, 205 11, 824

02/02/15 4, 290 - 4, 290
03/02/15 5, 621 88 5, 709
04/02/15 13, 516 147 13, 663
05/02/15 15, 554 1, 203 16, 757
06/02/15 8, 045 1, 159 9, 204
07/02/15 9, 815 66 9, 881
08/02/15 4, 644 88 4, 732
09/02/15 5, 899 1, 208 7, 107
10/02/15 4, 258 110 4, 368
Total 82, 261 5, 274 87, 535
Table 1: Daily sales in Ringgit Malaysia – Mary’s Clothing Boutique
 Types of Graphics Used in
Visual Communication
How is a table constructed?
1. Title – the title should give the reader an understanding of the information or data
contained in the table. The title can also include other important information such as
the date period covered by the information in the table

2. Label – label the rows and columns to give the reader an understanding of what
information is contained in each row and column

3. Populate – once the table format is in place, add the information into the appropriate
rows and columns. If using units, ensure the type of unit is clearly identified (e.g.
centimeters, kg, dollars, RM). Ensure all information is expressed in the appropriate
unit.

4. Order – arrange the information alphabetically, numerically or from the most to the
least, if this will make the table easier to read.

5. Spacing – ensure adequate spacing between rows and columns so information is

not cluttered. Colours or shading can be used to highlight important information.

6. Totals – include totals or averages if this will enhance understanding

 Types of Graphics Used in
Visual Communication
Graphs
• Graphs use quantitative data to illustrate information visually.
• Can be used to highlight trends and relationships and emphasise important
points.

a) Bar Graphs
 Bar graphs are a visual representation of numbers.
 The height or length of the bars represent the quantity.
 Can be very useful to compare the size of items at a given point in time or to
show changes in a single item over time.
 Figure 1 (next slide) shows a grouped horizontal bar chart that displays the
actual sales vs budgeted revenue figures of four regions of New South
Wales.
 Figure 2 (next slide) shows a single column vertical bar graph that displays
the daily sales of Mary’s Clothing Boutique in early February 2015.
Types of Graphics Used in
Visual Communication
Types of Graphics Used in
Visual Communication
 Types of Graphics Used in
Visual Communication
How is a bar graph constructed?
1. Title – the title should give the reader an understanding of the data contained in the graph. The title can
also include other important information such as the date period the graph covers

2. Label – label the horizontal (x) axis and vertical (y) axis. Ensure the correct units are used, for example
dollars, litres, kg, etc.

3. Scale – consider the largest data point and then draw the scale from zero to just beyond the largest
data point

4. Plot the data – plot the data by drawing the bars

5. Order the bars – depending on the information shown in a bar graph, it may be beneficial to order the
bars to make the bar graph easier to read. For example, from the most to the least, highest to lowest,
etc.

6. Spacing – adequate spacing between the bars of the graph enhances readability

7. Colours or shading – these can highlight important information or differences. Avoid 3-D bar graphs
that are decorative as the message may be confused.

8. Gridlines – use gridlines to help the reader identify where the bars end and the approximate numerical
value for each data point. Label the major gridlines.

9. Data table – include in the graph if this will help the reader
 Types of Graphics Used in
Visual Communication
b) Line graphs
 Line graphs show movement through time.
 The main purpose is to indicate trends by showing the rate at which specific items or
values change over time.
 A line graph with only one line is known as a simple line chart. If it has several lines, it
is called a multiline chart.
 A line graph is easier to read and interpret.
 As such, it is best to limit the number of lines to three or four.
 Types of Graphics Used in
Visual Communication
How is a line graph constructed?
1. Title – the title should give the reader an understanding of the data
contained in the graph. The title can also include other important
information such as the date period the graph covers

2. Label – label the horizontal (x) axis and vertical (y) axis. Ensure the correct
units are used, for example dollars, litres, kg, etc.

3. Scale – consider the largest data point and then draw the scale from zero
to just beyond the largest data point

4. Plot the data points – plot the data points and join each point with a line

5. Gridlines – label the major gridlines to help the reader identify the
positioning of the data points

6. Data table – include in the graph if this will help the reader
 Types of Graphics Used in
Visual Communication
c) Gantt charts
 Gantt charts are horizontal bar graphs used for planning activities and schedules –
commonly used in proposals and project plans
 Tasks or activities are listed vertically at the left side of the chart and time is shown
horizontally in hours, days or months.
 An effective Gantt chart allows you to track the progress your work and to present it to
others in graphic form.
 It can also be used to show some slack in the schedule, constraints on tasks, etc.

Time
Activity
Monday Tuesday Wednesday Thursday Friday
Scrape and sand
rough spot
Prime bare spot

Paint walls

Trim house

Planned Actual
 Types of Graphics Used in
Visual Communication
How is a Gantt chart constructed?

1. Title – the title should give the reader an understanding of the data
contained in the chart. The title can also include other important
information such as the date period the chart covers

2. Label – label the time unit on the horizontal axis and the activities or
tasks on the vertical axis

3. Insert – insert all information possible and update the chart at relevant
time periods

4. Vertical marker – this could be used to mark the present point in time

5. Milestones – consider showing milestones in a project on the chart

 Types of Graphics Used in
Visual Communication
d) Pie charts
 A pie chart shows how the parts or divisions of a whole unit are distributed in a circle.
 It presents a simple illustration that is easy to understand.
 Its main use is to compare or emphasise the proportions of each component and it
works best when only few parts need to be shown (no more than five or six).
 If a whole unit is broken into more than six, a bar graph would be a better visual to use.
 The following pie chart shows the Pen&Papers Ltd yearly revenue and how the yearly
revenue was allocated:
 Types of Graphics Used in
Visual Communication
How is a pie chart constructed?

1. Title – the title should give the reader an understanding of the data
contained in the chart. The title can also include other important
information such as the date period the chart covers

2. Divide – the pie should be divided into its parts or segments

3. Sort – sort the segments from largest to smallest and ensure the
largest segment is first and commences at 12 o’clock

4. Label – label the segments and indicate the value and unit of each
segment. This can be done on the pie, in a legend or a combination of
both

5. Colour – use different colours for each segment

 Types of Graphics Used in
Visual Communication
Diagrams or Drawings
• Useful for showing the special features, details or structure of
something – its parts and their relationship to each other.
• Diagrams are particularly helpful for demonstrating technical
procedures and details – for example, how to assemble a model
aeroplane.

a) Flowchart
 It is a simple graphical tool that assists in understanding a process
and the workflows within the process.
 Flowcharts detail the steps that occur in a process from the initial
step to the final workflow.
 It is easier to follow a process by observing steps and actions in a
flowchart.
 Types of Graphics Used in
Visual Communication
The following table summarises the meaning of the main visuals/shapes used in a flowchart:
Symbol Use or meaning

Ellipse Used to visually communicate the start and end of a process

Arrows Used to connect the shapes and shows the direction of the w
orkflow

Rectangles Used to describe a step in the process

Diamonds Used to highlight a decision needs to be made. The diamond

may have two arrows coming out of it, each one being a decis
ion such as a ‘Yes’ or ‘No’

Loop back Indicates complexity in a process

Types of Graphics Used in
Visual Communication
 Types of Graphics Used in
Visual Communication
How is a flowchart constructed?

1. Decide on the process boundaries to define where your process

will start and finish.

2. It may be useful to flowchart the ideal process identifying the

individuals responsible for each step in the process.

3. Look at each process step and decide whether there are any
complexities.

4. It is useful to have a third party review the flowchart to ensure

that others believe that the process will work as flowcharted.
 Types of Graphics Used in
Visual Communication
b) Cause and effect diagrams
 Cause and effect diagrams can be used to simplify the process of
identifying the possible causes of a specific problem.
 The following figure is an example of a cause and effect diagram.
 Types of Graphics Used in
Visual Communication
How is a cause and effect diagram constructed?

1. Start with a blank fishbone diagram.

2. Identify the problem and write the problem in the head of the fish.

3. Identify categories and label the category boxes. Categories are wide
and varied.

4. Identify items in each category that are likely causes of the problem.
Write these on the black lines.

5. Identify sub-causes of the problem and write these on the dotted lines. It
may be useful to gain input from others via discussion or brainstorming.

6. Analyse the diagram. It should be clear what are the main causes/sub-
causes of the problem.
 Types of Graphics Used in
Visual Communication
Photographs, illustrations and maps

 A photograph/illustration is easily understood, makes an immediate impact

and shows the physical appearance of a subject.
 It can often enhance or even replace a lengthy description – for example, a
description of KL Tower is easier to visualize if it is accompanied by a
photograph of the building.

 A map is a specific type of diagram that uses scale, grids, symbols, lines,
colours, legends, labels, figures and text to locate landforms, cities, towns, rivers,
roads and so on.
 Maps use a wide range of graphics to transfer a large amount of detail onto the
page.
 If you decide to use a map, ensure that it is easy to reproduce, either as an
enlargement or reduction.
 Maps convey a large amount of detail about location in a small space.
 Symbols are used to replace text – for example, a red cross represents a
hospital.
 Symbols should be clear, simple, instantly recognizable and easy to reproduce.
 Types of Graphics Used in
Visual Communication
Figure 1: Photograph of KL Tower Figure 2: Map of Sibu Town
 Comparison of Different Kinds of
Graphs

Visual element Advantage Disadvantage

Table Allows comparisons between large Difficult to read and connect data
amounts of data quickly especially for an audience
that learns visually
Bar graph Simplifies comparisons between Size and proportions can be hard
(column or vertical) items or periods to interpret
Line graph Indicates movement and trends in Inappropriate labels and scales
data clearly can make it difficult to interpret
Gantt chart Indicates timelines, critical activities, Difficult to read if too many tasks a
progress and major achievements nd too much detail are grouped or
clearly. Displays the status of each stacked into the chart
task or activity at a glance
Pie chart Shows relative proportions and Difficult to judge differences
importance of each part to the between area and size
whole unit
 Comparison of Different Kinds of
Graphs
Visual element Advantage Disadvantage
Diagram Emphasises details with a simple Easy to miss the main point If the
representation can show a cross- diagram becomes too cluttered with
section detail
Flowchart Simplifies the steps and workings Flowcharting can become very time
of a process by using visual cues consuming without an automated to
ol. Complex processes can lead to
flowcharts that are difficult to
interpret and follow
Cause and effect Helps identify specific causes of a Not suitable for complex problems
diagram problem. Assists when especially if there is a strong inter-
brainstorming relationship between the problem
and causes
Photograph and Shows immediate impact of subject Difficult to see the point if too much
illustration detail appears. Can be expensive.
Cannot show a cross-section
Map Shows a large amount of detail in Difficult to read if highly detailed or
one representation if the scales, legends and labels
are not clear
 Presenting Graphics
 Some graphics are obtained from external sources – photographs, maps,
diagrams, statistics
 Others may be constructed from information you have gathered in your own
research – tables, graphs and pie charts.
 Followings are some of the key points to keep in mind when presenting
graphics:
1. Make sure whatever graphic you use is accurate, communicates relevant
information and adds interest to the next information.

2. Keep the graphic simple and easy to follow – include plenty of spaces to
avoid cluttering your graphics.

3. Label each part of the graphic clearly – give each graphic an explanatory
title or heading, and label all units of measurement clearly.

4. Use a scale that covers the range of data. As a general rule, the width of
a graph should be twice its height.
 Presenting Graphics
5. Avoid placing written comments on either side of the graph as it can
be distracting. Comments relating to the graph are usually placed
before the graph.

6. If you use several graphics in your presentation, aim for a consistent

presentation. Keep them to a similar size and use the same style for
headings and labels. Number each of the graphic (e.g. Figure 1,
Figure 2, Table 1, Table 2).

7. Always give the source of your information and state clearly whether
you have reproduced or adapted someone else’s work.

8. Integrate graphics and text to enhance meaning. For example, if you

present text about unemployment in 2014, place the graph or diagram
illustrating this immediately after the text.
 Presenting Graphics
Selecting the Graphic
 Select the appropriate graphics that present a true and accurate picture of your
written information.
 The following table provides a guideline on the appropriate graphic to use in
varying situations:
Graphic When to use
Table  To present specific pieces of information or data
 When exact values are required
Bar graph  To compare two or more data sets
(column or vertical)  To compare changes over time of a single set of data
 When data can be broken down into categories and the number of
times an event occurs can be counted and charted
 After a cause and effect diagram has been produced, relevant data
can be collected, analysed and charted
Line graph  To compare changes over time of a single set of data and highlight
trends or exceptions
 To measure two or more data sets to show how they change relative
to each other
 As a motivational tool to show progress against a goal
 Instead of a bar graph, if there are many data points or you want to
see individual measurements
 Presenting Graphics
Graphic When to use
Gantt chart  When planning or scheduling a project
 When considering the order in which activities in a project are to be completed
 When assessing the time period required for completion of the project and the
individual activities that make up the project
Pie chart  When dividing a whole into its individual parts
 When the whole consists of around six different parts
Diagrams and  To provide instructions on how to assemble an item
drawings  To illustrate a procedure
 To explain a concept difficult to explain with text
Flowchart  When documenting the step-by-step of a process
Cause and effect  When problem solving in order to understand the specific causes of a
diagram problem
 When a problem is known but the causes of the problem are unknown
 When brainstorming
Photograph and  To show immediate impact of subject
illustration  To provide a realistic image of an item
 To detail spatial relationship without long description
Map  When showing data geographically
 To show a location in relation to another location
 Presenting Graphics
Ensuring Quality and Ethics
 Quality control is important when preparing visual communications.
 Once a visual has been prepared, it is useful to reflect and analyse the
information and how the information is presented in terms of accuracy,
presentation and ethics.
 The following table shows some basic principles to be observed and followed
when preparing graphics:

Principle Explanation
Honesty  Report all data and findings accurately
 Never fabricate, eliminate or misrepresent data
 An item in a graphic that supports your message shouldn’t be exaggerated
and an item opposing your message shouldn’t be hidden
 Use a graphic and scale that communicates the message accurately
Carefulness  Eliminate errors (typographic, spelling, chart, etc)
 Critique your own graphics and have someone else critique it for you
 Ensure good work practices so that data is stored well and in an ordered
manner
 Presenting Graphics

Principle Explanation
Objectivity  Avoid bias in any activity that is done to create the graphic, which may
include the interpretation, analysis or presentation of data or information
 Understand how your audience will interpret the graphic and provide
enough information to allow the audience to comprehend the correct
message
Disclosure  Disclose any interests you have that may affect the presentation of a
graph
 Disclose and reference the source of any data or information in the
graphic
Openness  Be prepared to answer with honesty and openness any question your
audience may have on your graphic