Chapter 9: Visual Media Flashcards
Give six evidences of the power of images
- Enhances Text- communicates spatial relationships, correlation, procedures and emotions- non-verbal ques- brings across info in a more meaningful way
- More effectively convey certain points- Effective Images will communicate more than text in time- may be due to its ability to transmit non -verbal ques as well as their denotative meaning (give obvious information- like the hand in a red hexagon clearly means stop)
- Useful in representing numerical data- Visual are heavily relied on for representing data. These images make the data less intimidating to read and pull specific data from.
- Better communicates to diverse audiences- diverse audiences are common in business; images transcend language
- Attract and hold attention- Attractive visuals encourage readers to look at image and try to understand the main message. This causes better understanding and memory of the message. Flyer put out with a collage showing the steps to get out of an abusive relationship
- Communicates connotated meanings- hidden implied message- can be risky
What are the Six Guidelines for Graphic Design?
- Consistency- Pattern in colours, sizes, typeface etc. viewers get the flow of ideas in the image. Helps them to understand the sequence and the overall message
- Contrast- Use this to bring out differences
- Balance- Deals with arrangement of objects around an axis. You have a formal balance, in which objects have symmetrical proportions, but an informal balance has a asymmetrical proportions, with several weaker elements that create some kind of balance
- Emphasis- Ensure the dominant idea is emphasised in the imagery, downplay less important parts.- Use colour, position, size etc.
- Convention- Follow the norms of language and expectations of how images should be. -Visuals made by English speaker have are set up from left to right (cuz that’s how we would read words- How to wash your hands diagram). Breaking expectations can be really bad, but it can send a big message- Flipping organizational structure upside down can emphasise the importance of the frontline workers
- Simplicity- Do not clutter your visuals- it makes it hard for audience to understand
What two things contribute to the evolution of Visuals in Business Communication?
Changing audience expectations- media around us are mainly visual, so we expect more visuals in communication
Visual Literacy- More persons have the skill to create visuals and correctly interpret these images
What are 4 guidelines for using visual communication ethically?
- Consider all possible interpretations by others- consider audience bias, beliefs, the background which could affect interpretation. Domestic violence flyer, but only shows women getting hurt can be seen as leaving out the men
- Provide the context- give background information to help the audience to have the correct interpretation.
- Don’t Hide or Minimize negative information- Present all info, withhold nothing so long as it is factual.
Eg. Russian media hiding the fact that they are the trouble makers. - Don’t exaggerate information that supports your argument.- That is Bias- unethical, misleading. Don’t say all Russians are terrorists because 70% of population is old and support Putin, who happens to be doing bad things. Becasue Russia is doing something bad it is easy to use that and the fact that the older folks support Putin, to emphasise that all Russians are bad when there are other things to consider.
Explain the 5’cs in identifying points to illustrate
If the message needs to be more:
1. Clear- Humans are visual beings and our brains can process images very well. An image might help to clarify the meaning of the text (due to its connotative value).
- Complete- Visuals provide supporting details to text- Given its use in presenting facts it can help to substantiate the text.- Eg. Writing a presentation on the need for more engaging lessons, then having Fig. 12 showing student interest levels over the semester period to support the idea that engaging lessons are needed and complete your message. Words + Facts= Complete message
- Concise- Visuals (along with some text) can condense the message and highlight exactly what you want persons to see without unnecessary details.
- Connected- Chart, diagram, illustration may help to bring together the information and show their relationship.
- Compelling- Imagery can invoke a reaction in the viewer and can make the message more influential- due to its attractiveness and non-verbal ques.
When do you use tables?(Under Presenting Data)
When presenting a large number of specific data points that would be tedious to read.
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Six guidelines for preparing Tables
- Use common understandable units and clearly identify them
- Use uniform units for all column items
- Label column headings
- Separate columns and rows with lines or extra space
- Provide totals or averages- makes the info in the table valuable
- Document Data Sources- use the same format as a footnote.
What is a line chart used for
To illustrate trends over time or plots the relationship of two or more variables, and can compare two or more sets of data
What is a surface chart and what is it used for?
Aka area chart, is a type of line chart that shows the combination of trends overtime, as well as the individual components of a whole
What do bar charts do?
A diagram that makes use of rectangular bars represent numerical values
- Compare values, shows changes over time
What is a scatter diagram and a bubble diagram?
- A scatter diagram compares entities against two variables (X and Y)
- Bubble diagram compares entities against three
What do pie charts do?
Show how parts of a whole are distributed.
What is data visualization?
A diverse class of display capabilities that extract meaning from masses of data and puts data into context (bcuz regular graphs cannot do that, they just show numbers)
What is Big Data?
Massive collections of data, from various sources, piling up at high speeds.
