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Chapter 13

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10 views36 pages

Chapter 13

Uploaded by

gemergencycare
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Communicating for

Results
9e Professional Visual Aids
13
Key Ideas
•Benefits of visual aids
•Selecting visual aids
•Designing visual aids
•Using PowerPoint

1
Copyright Cengage © 2011
Consider this . . .
The art of creating a PowerPoint
brief frequently has become a
substitute for real planning,
thoughtful discussion, and cogent
analysis.
Wooldridge, Order a PowerPoint Stand-down, Oxford, 2004 , p. 85

Copyright Cengage © 2011 2


PowerPoint Poisoning?

PowerPoint Case Study


 Read or describe the case study
 Answer the following questions:
How can PowerPoint presentations be
improved without banning them?
What lessons can public speakers learn from
this case study?

Copyright Cengage © 2011 3


Benefits of visual aids
 Improves listener memory
 Speeds comprehension
 Adds to speaker credibility

Percentage of
Audience Recall

Copyright Cengage © 2011 4


Types of Visual Aids
Audiovisual aids
Electronic and multimedia aids
Flip charts
Marker boards and chalkboards
Objects, models and handouts

Copyright Cengage © 2011 5


Using audiovisual aids
 Have them cued to right location
 Omit sound on videotape—use own words
 If sound necessary, check volume
 Insert clips into your PPT folder
 Limit clips to 15-30 seconds

Copyright Cengage © 2011 6


Using Electronic/Multimedia Aids
 Simplify, simplify, simplify—6 second rule!
 Use sounds sparingly, if at all
 Give transition before clicking to next slide

Copyright Cengage © 2011 7


Using Electronic/Multimedia Aids
 Maintain eye contact & conversational style
 Use light so you can be seen
 Bring a backup

Copyright Cengage © 2011 8


Using flipcharts and posters
 Include one idea per page
 Use water-based markers on flip charts or
leave blank pages between
 List all items, then discuss each in detail
 When finished, cover or reverse to blank
side

Copyright Cengage © 2011 9


Using marker and chalk boards

 Include one idea per page


 Use water-based markers on flip charts or
leave blank pages between
 List all items, then discuss each in detail
 When finished, cover or
reverse to blank side

Copyright Cengage © 2011 10


Using objects, models and handouts

 Make large enough to be seen


 Keep small enough to be easily displayed
 Usually wait until end of speech to pass
around or hand out copies

Copyright Cengage © 2011 11


PowerPoint Mistakes

1. Reading off the slides (62%)


2. Text too small to read (47%)
3. Text color hard to read (43%)
4. Complete sentences (39%)
5. Too much motion (25%)
6. Charts too complex (22%)
Cypert 2007, Paradi, 2005

Copyright Cengage © 2011 12


Choose text or graphic visuals
Text visuals
Mainly for text or printed words
One or two pieces of clip art
Graphic Visuals
Organizational charts, diagrams, maps
Enough words to clarify visuals

Copyright Cengage © 2011 13


Number of visuals to use
Basic formula:

Length of the Speech +1 = maximum number


2 of visuals

Copyright Cengage © 2011 14


Selecting a type size

Copyright Cengage © 2011 15


Selecting aTypeface

Sophisticated
San serif–great for Official
Times Roman Garamond
titles & subtitles.
Playful Friendly
 Serif–readable when Poster Bodoni Century
small. Trendy Elegant
Bodoni
 Typefaces project a Optima

tone or image. Professional Urban


Arial Helvetica
Modern
Futura

Copyright Cengage © 2011 16


Design Tips for Text Visuals
4 to 6 lines of text
40 characters wide
Phrases not sentences
Same space at the top and bottom of
visuals

Copyright Cengage © 2011 17


Design Tips for Text Visuals
Simple typeface
Use photos/clip art, larger type and color
for emphasis
Upper/lowercase type

Copyright Cengage © 2011 18


Avoid Using ALL CAPS

Official
Word recognition comes mainly
from the upper half of the lowercase letters

Copyright Cengage © 2011 19


Design Tips for Text Visuals
 YOU SHOULD USE ONLY FOUR TO SIX LINES OF TYPE PER VISUAL.

 BE SURE TO LIMIT EACH LINE TO NOT MORE THAN FORTY CHARACTERS.

 IT IS BEST TO USE PHRASES RATHER THAN SENTENCES.

 USING A SIMPLE TYPEFACE IS EASIER TO READ AND DOES NOT


DETRACT FROM YOUR PRESENTATION.

 IF YOU ALLOW THE SAME AMOUNT OF SPACE AT THE TOP OF EACH


VISUAL, YOU MAKE IT EASIER FOR YOUR LISTENERS TO FOLLOW YOU.

 YOU CAN EMPHASIZE YOUR MAIN POINTS WITH COLOR AND


LARGE TYPE.

• IF YOU USE UPPER- AND LOWER CASE TYPE, IT IS EASIER TO READ


(How many rule violations can you find?)
Copyright Cengage © 2011 20
Types of graphic visuals
Organization charts
Flowcharts
Diagrams
Schematic drawings
Maps
Graphs

Cutaway Diagram

Copyright Cengage © 2011 21


Design Tips for Graphic Visuals
Limit data to what is absolutely necessary
Keep background lines and data points to
a minimum
Always use titles

Cutaway Diagram

Copyright Cengage © 2011 22


Limit data and Minimal background lines
This Not This
Sales plummeted in 2005 Sales plummeted in 2005
100 100

80 Sales 80
Sales

(In thousands)
(In thousands)

60 60

40 40
Earnings
20 20
Dividends
0
0
‘03 ‘04 ‘05 ‘06 ‘07 ‘08 2003 2004 2005 2006 2007 2008

Copyright Cengage © 2011 23


Design Tips for Graphic Visuals
Make bars wider than spaces between
them
Always use headings
Group data when possible

Copyright Cengage © 2011 24


Group Data When Possible
Energy Costs

Other Expenses
Energy costs $ 1.2 million
$ 3.6 Million

Not This
Profits
Energy Costs
This Profits
Raw materials
Consulting
Energy costs Advertising
Debt interest
$ 3.6 Million Administrative
Salaries

Copyright Cengage © 2011 25


Make bars Wider than Spaces Between
This Not This

Copyright Cengage © 2011 26


General Design Principles
Contrast
Color, size, line thickness, shape and space
the same
Contrast important to visual attraction
Contrast
Repeat visual elements of design through the
piece
Helps develop organization and unity

Copyright Cengage © 2011 27


General Design Principles

Used Cars (817)555-1212

Connor Blake

6195 Del Ln. Mansfield, Tx.

How could design principles


help this business card?

Copyright Cengage © 2011 28


General Design Principles

Connor Blake
Used Cars

6195 Del Lane


Mansfield, Texas
(817) 555-1212

Redesigned business card

Copyright Cengage © 2011 29


MORTGAGE COMPANIES
THINGS YOU SHOULD KNOW
o INTEREST RATES
o POINTS
o ESCROW SHORTAGES AND OVERAGES
o MORTGAGE INSURANCE
o MORTGAGE BUY OUT

How would you improve this visual?


Copyright Cengage © 2011 30
Mortgages
What You Should Know . . .
Escrow Shortages and Overages
Mortgage Insurance
Mortgage Buy Out
Interest Rates
Points
FOR
SALE

Why is this visual better?


Copyright Cengage © 2011 31
Benefits of Using Color
Color visuals are more persuasive
Color advertisements are more persuasive
Colors add spatial dimensions
Colors produce emotional response

Copyright Cengage © 2011 32


Guidelines for Selecting Color

Use the same color scheme for all visuals in


speech
Know the difference between hue and
saturation
Hue – an actual color
Saturation – the amount of color for a selected
hue
Use different hues for unrelated items
Copyright Cengage © 2011 33
Guidelines for Selecting Color

Use single hue with different saturation for


related items
Use fully saturated hues for graphs and
charts
Use low saturated hues for backgrounds
and texts
Contrast text and figures with background

Copyright Cengage © 2011 34


Guidelines for Selecting Color

Avoid using colors that


look the same at a
distance
Limit the number of
colors you use
Avoid using opposites
on the color wheel next
to each other
Twelve-Hue Color Wheel
Copyright Cengage © 2011 35
Communicating for
Results
9e Professional Visual Aids
13
Key Ideas
•Benefits of visual aids
•Selecting visual aids
•Designing visual aids
•Using PowerPoint

36
Copyright Cengage © 2011

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