Prior to beginning work on this discussion, review Chapter 7 and Chapter 8, Chapter 9 from your textbook and the Week 3 Weekly Lecture. 150-200 words Write about an example of communication that could

9 Visual Media

LE A R N IN G O BJE C T IV ES

Afte r s tu dyin g t h is c h ap te r, y o u w ill b e a b le t o

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E xp la in t h e p ow er o f b usin ess im ages, d is cu ss s ix p rin cip le s o f g ra p hic d esig n t h at h elp e n su re e ffe ctiv e v is u als , a n d e x p la in h ow t o

a vo id e th ic a l la p se s w hen u sin g v is u als .

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E xp la in h ow t o c h oose w hic h p oin ts in y o ur m essa ge t o illu str a te .

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D escrib e t h e m ost c o m mon o ptio ns f o r p re se n tin g d ata in a v is u al f o rm at.

( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003a5 7# P7001012451000000000000000003A 5C)

D escrib e t h e m ost c o m mon o ptio ns f o r p re se n tin g in fo rm atio n, c o nce p ts , a n d id eas.

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E xp la in h ow t o in te gra te v is u als w it h t e x t, a n d lis t t h re e c rit e ria t o r e v ie w in o rd er t o v e rif y t h e q ualit y o f y o ur v is u als .

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I d en tif y t h e m ost im porta n t c o nsid era tio ns in t h e p re p ro ductio n, p ro ductio n, a n d p ostp ro ductio n s ta ges o f p ro ducin g b asic b usin ess

v id eo s.

My B Com m Lab ®

I m pro ve Y o u r G ra d e! /

More t h an 1 0 m illio n s tu den ts im pro ve d t h eir r e su lt s u sin g P earso n M yL ab s. V is it m yb co m mla b.c o m ( h ttp :/ /m yb co m mla b .c o m ) fo r s im ula tio ns,

tu to ria ls , a n d e n d-o f-c h ap te r p ro ble m s.

C O M M UNIC AT IO N C LO SE -U P A T

GoPr o

go p ro .c o m ( h ttp :/ /go pro .c o m )

If y o u’v e w atc h ed a d are d ev il v id eo o n Y o uTu be in t h e p ast f e w y e ars, c h an ce s a re t h e v id eo w as s h ot w it h a G oPro c a m era . G oPro ’s d ig it a l c a m era s

h ave c a p tu re d e ve ry th in g f r o m e x tr e m e s n ow board ers t o F elix B au m ga rtn er’s e p ic 2 4-m ile f r e efa ll le ap f r o m t h e e d ge o f s p ace . T he “ a d re n alin e

m ark e t” is a t t h e c o re o f t h e G oPro b ra n d, b ut t h e g ro w in g p opula tio n o f G oPro u se rs a ls o in clu des ilm make rs, s p orts a n d w ild lif e p hoto gra p hers,

o ce an ogra p hers, a tm osp heric r e se arc h ers, a n d o th ers w ho n eed h ig h -q ualit y v id eo f o ota ge f r o m a s m all, r u gged , a n d r e la tiv e ly in ex p en siv e d ig it a l

ca m era . /

Vie wer int erest in extr eme sports and other eye-cat ching events and phenomena cr eat ed a huge mar ket for GoPr o’s video camer as. Under the leadership of

founder and CEO Nick Woodman, the compan y has capitalized on this visceral appeal with an ext ensi ve social media pr esenc e cent ered on online video .

N ot s u rp ris in gly , f o r it s o w n b usin ess c o m munic a tio n n eed s G oPro m ake s e x te n siv e u se o f v id eo . L ik e m an y c o m pan ie s, i t u se s v id eo t o s h ow ca se n ew

p ro ducts a n d p ro vid e h ow -to a d vic e f o r c u sto m ers. H ow eve r, G oPro h as g o ne f a r b eyo nd w hat m an y c o m pan ie s d o w it h v id eo b y h arn essin g t h e

am plif y in g p ow er o f s o cia l m ed ia . T he c o m pan y h as t a ke n u se r-g en era te d c o nte n t t o t h e e x tr e m e, u sin g a v a rie ty o f r e co gn it io n a n d r e w ard

m ech an is m s t o e n co ura ge G oPro c u sto m ers t o s u bm it v id eo c lip s. F o r e xa m ple , G oPro r u ns a n onsto p c o nte st t h at r e co gn iz e s c u sto m ers f o r t h e b est

fo ota ge s h ot o n G oPro c a m era s. T hese p hoto s a n d c lip s a re t h en h ig h lig h te d o n t h e c o m pan y’s w eb sit e a n d a ll a cro ss t h e m ajo r s o cia l m ed ia

p la tfo rm s, in clu din g Y o uTu be, F ace b ook, T w it te r, G oogle + , a n d I n sta gra m .

The c o m pan y’s s tr a te gy o f b uild in g a g lo bal v id eo c o m munit y h as b een a h uge s u cce ss. W hen G oogle ( w hic h o w ns Y o uTu be) a n nounce d it s ir st-e ve r

m onth ly r a n kin g o f t h e h ig h est-p erfo rm in g b ra n ded c h an nels o n Y o uTu be, it d ete rm in ed t h at G oPro h ad t h e m ost e n ga ged f a n b ase . T o m easu re

e n ga gem en t, G oogle f a cto rs in s u ch v a ria b le s a s t h e a m ount o f t im e v is it o rs s p en din g w atc h in g v id eo s, t h e n um ber o f r e p eat v is it o rs, a n d t h e n um ber /

of t im es p eo ple “ lik e ” a v id eo o r le ave a c o m men t. W hen y o u c o nsid er t h at v ir tu ally e ve ry v id eo o n G oPro ’s Y o uTu be c h an nel f u nctio ns a s a n

ad ve rtis e m en t f o r t h e c o m pan y’s c a m era s, y o u g et a n id ea o f t h e im men se p ro m otio nal p ow er t h at t h is h ig h le ve l o f e n ga gem en t r e p re se n ts .

A fte r s e ve ra l y e ars o f r o ck e tin g g ro w th w hile a m ate u rs a n d p ro fe ssio nals s co oped u p it s e ve r-im pro vin g c a m era s, G oPro c a p tu re d 7 0 p erc e n t o f t h e

m ark e t f o r a ctio n c a m era s. H ow eve r, t h e m ark e t b eca m e m ore o r le ss s a tu ra te d a t t h at p oin t, a s m ost p eo ple w ho w an te d a c a m era h ad o ne. W it h it s

p rim ary m ark e t s a tis ie d , t h e c o m pan y f a ce s t h e c la ssic “ n ow w hat? ” q uestio n t h at m an y g ro w in g c o m pan ie s f a ce . G oPro h as d ecid ed t o m ove in to t h e

dro ne m ark e t, w here it s c a m era s h ave b een u se d o n o th er c o m pan ie s’ d ro nes f o r s o m e t im e. W heth er it c a n g a in a f o oth old a s a d ro ne m an ufa ctu re r

re m ain s t o b e s e en , b ut t h e c o m pan y w ill s u re ly c o ntin ue t o le ve ra ge t h e p ow er o f v id eo a n d s o cia l o utr e ach a s it t r ie s t o r e p eat it s e arly s u cce ss.

V id eo is a n o bvio us c h oic e o f m ed iu m f o r a c o m pan y t h at m ake s v id eo c a m era s, b ut v id eo h as b eco m e a p rim ary b usin ess c o m munic a tio n m ed iu m f o r

co m pan ie s in v ir tu ally e ve ry in dustr y. F ro m p ro duct t u to ria ls a n d d em onstr a tio ns t o e m plo ye e t r a in in g t o s e m in ars a n d s p eech es, m an y c o m pan ie s

n ow u se v id eo t o s u pple m en t o r r e p la ce o th er m ed ia c h oic e s. A nd v id eo is p art o f t h e la rg er s h if t t o w ard v is u al c o m munic a tio n t h at h as a lt e re d t h e

busin ess la n dsca p e in r e ce n t y e ars. E ve n if y o ur jo b d oesn ’t in vo lv e s n ow board in g o ff c lif fs o r p ara ch utin g f r o m s p ace , y o u’ll p ro bab ly u se v id eo a n d

oth er v is u al c o m munic a tio n t o ols t o c o nnect w it h c o lle agu es a n d c u sto m ers. 1

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9.1 Un derst an din g V isu al C o m mun ica tio n

LEA R NIN G O BJE C T IV E

1 E xp la in t h e p ow er o f b usin ess im ages, d is cu ss s ix p rin cip le s o f g ra p hic d esig n t h at h elp e n su re e ffe ctiv e v is u als , a n d e x p la in h ow t o a vo id

e th ic a l la p se s w hen u sin g v is u als .

A s a c o m pan y in t h e b usin ess o f d ig it a l v id eo , G oPro ( p ro ile d in t h e c h ap te r-o pen in g C o m munic a tio n C lo se -U p

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003806# P700101245100000000000000000381F) )

e m phasiz e s t h e v is u al e le m en t in e ve ry a sp ect o f it s c o m munic a tio ns. H ow eve r, v is u al c o m munic a tio n in a ll it s f o rm s h as b eco m e im porta n t f o r

co m pan ie s in v ir tu ally e ve ry in dustr y. T his c h ap te r is d esig n ed t o h elp y o u a p pre cia te t h e p ow er o f im ages a n d t h e v is u al e vo lu tio n o f b usin ess

co m munic a tio n. I t e x p la in s h ow t o id en tif y w hic h p oin ts in y o ur m essa ges t o illu str a te ; h ow t o s e le ct t h e b est v is u al f o r e ach o f t h ose p oin ts ; h ow t o

c re ate e ffe ctiv e v is u als in a n y m ed iu m , f r o m m em os t o r e p orts t o w eb pages t o p re se n ta tio ns; a n d h ow t o p ro duce b asic b usin ess v id eo s.

T H E P O W ER O F I M AG ES

W ell- d esig n ed v is u al e le m en ts c a n e n han ce t h e c o m munic a tio n p ow er o f t e x tu al m essa ges a n d, in s o m e in sta n ce s, e ve n r e p la ce t h em . V is u als c a n o fte n

co nve y s o m e m essa ge p oin ts ( s u ch a s s p atia l r e la tio nsh ip s, c o rre la tio ns, p ro ce d ure s, a n d e m otio ns) m ore e ffe ctiv e ly a n d m ore e fic ie n tly t h an w ord s.

In g en era l, in a g iv e n a m ount o f t im e, e ffe ctiv e im ages c a n c o nve y m uch m ore in fo rm atio n t h an t e x t. 2

( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003D A6) In t h e

num bers-o rie n te d w orld o f w ork , p eo ple r e ly h eav ily o n t r e n d lin es, d is tr ib utio n c u rv e s, a n d o th er v is u al p re se n ta tio ns o f n um eric q uan tit ie s. V is u als

a ttr a ct a n d h old p eo ple ’s a tte n tio n, h elp in g y o ur a u die n ce u ndersta n d a n d r e m em ber y o ur m essa ge. B usy r e ad ers o fte n ju m p t o v is u als t o t r y t o g et

th e g is t o f a m essa ge, a n d a ttr a ctiv e v is u als c a n d ra w r e ad ers m ore d eep ly in to y o ur r e p orts a n d p re se n ta tio ns. U sin g p ic tu re s is a ls o a n e ffe ctiv e w ay

to c o m munic a te w it h t h e d iv e rse a u die n ce s t h at a re c o m mon in t o day ’s b usin ess e n vir o nm en t.

L ik e w ord s, v is u als o fte n c a rry c o nnota tiv e o r s y m bolic m ean in gs.

In a d dit io n t o t h eir d ir e ct in fo rm atio n v a lu e, v is u als o fte n c o nve y c o nnota tiv e m ean in g a s w ell. A s y o u r e ad in Ch ap te r 5

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an d p hra se s c a rry c o nnota tiv e m ean in gs, w hic h a re a ll t h e m en ta l im ages, e m otio ns, a n d o th er im pre ssio ns t h at t h e w ord o r p hra se e vo ke s in

a u die n ce m em bers. A s ig n i ic a n t p art o f t h e p ow er—a nd r is k —o f v is u al e le m en ts d eriv e s f r o m t h eir c o nnota tiv e m ean in gs. E ve n s o m eth in g a s s im ple

a s a w ate rm ark s y m bol e m bed ded in le tte rh ead s ta tio nery c a n b oost r e ad er c o nid en ce in th e m essa ge p rin te d o n t h e p ap er. 3

( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003D A8) M an y

co lo rs, s h ap es, a n d o th er d esig n e le m en ts c a rry vis u al s y m bolis m

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003C46) , a n d t h eir /

sy m bolic , c o nnota tiv e m ean in g c a n e vo lv e o ve r t im e a n d m ean d if fe re n t t h in gs in d if fe re n t c u lt u re s ( s e e F ig u re 9 .1

( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# P7001012451000000000000000003840) ). B ein g

aw are o f t h ese s y m bolic m ean in gs a n d u sin g t h em t o y o ur a d va n ta ge a re im porta n t a sp ects o f b ein g a n e ffe ctiv e b usin ess c o m munic a to r.

F ig u re 9 .1 V is u al S y m bolis m

A r e d c ro ss ( w it h e q ual- le n gth a rm s) o n a w hit e b ack g ro und is t h e w ell- k n ow n s y m bol o f t h e R ed Cr oss r e lie f o rg a n iz a tio n. I t is a ls o u se d t o in dic a te

t h e m ed ic a l b ra n ch es o f m an y n atio ns’ m ilit a ry s e rv ic e s. T he r e d c ro ss s y m bol is b ase d o n t h e la g o f S w it z e rla n d ( w here t h e ir st R ed Cr oss

o rg a n iz a tio n w as f o rm ed ), w hic h o ve r t h e c o urse o f h undre d s o f y e ars d eve lo ped f r o m b attle la gs t h at o rig in ally u se d t h e Ch ris tia n c ro ss s y m bol.

A lt h ough t h e R ed Cr oss e m ble m is n ot b ase d d ir e ctly o n t h e Ch ris tia n s y m bol, t h e o rg a n iz a tio n u se s a r e d c re sce n t in c o untr ie s w here I s la m is t h e

dom in an t r e lig io n a n d is k n ow n a s t h e R ed Cr esce n t. T o a vo id a n y a sso cia tio n w it h r e lig io us s y m bols , t h e I n te rn atio nal F ed era tio n o f R ed Cr oss a n d

R ed Cr esce n t S o cie tie s ( th e g lo bal u m bre lla o rg a n iz a tio n f o r a ll n atio nal R ed Cr oss a n d R ed Cr esce n t o rg a n iz a tio ns) r e ce n tly a d opte d t h e R ed Cr ysta l

as it s n ew s y m bol.

B eca u se t h ey h ave s o m uch p ow er t o c o m munic a te , v is u als m ust b e c a re fu lly p la n ned , c o m pete n tly c re ate d , a n d s e am le ssly in te gra te d w it h t e x t. A n

aw kw ard s e n te n ce o r g ra m matic a l e rro r d eep w it h in a r e p ort m ig h t n ot b e n otic e d b y t h e m ajo rit y o f r e ad ers, b ut a p oorly c h ose n o r c lu m sily

i m ple m en te d v is u al w ill b e n otic e d b y m ost—a nd c a n c o nfu se o r a lie n ate a u die n ce s a n d d am age y o ur c re d ib ilit y . Y o u d on’t n eed t o b e a p ro fe ssio nal

d esig n er t o u se v is u als e ffe ctiv e ly , b ut y o u d o n eed t o b e a w are o f s o m e b asic d esig n p rin cip le s if y o u w an t t o a vo id m akin g h ig h ly v is ib le m is ta ke s.

T his c h ap te r g iv e s y o u e n ough b ack g ro und t o b egin c re atin g y o ur o w n b usin ess v is u als , a n d w it h s o m e p ra ctic e y o u’ll b e a b le t o c ra ft e ffe ctiv e v is u als

f o r n early a n y c o m munic a tio n p ro je ct y o u m ig h t e n co unte r.

T H E V IS U AL E V O LUT IO N I N B US IN ESS C O M M UN IC AT IO N

Than ks t o a d va n ce s in t e ch nolo gy a n d c h an gin g a u die n ce e x p ecta tio ns, b usin ess c o m munic a tio n is b eco m in g m ore v is u al.

S eve ra l t e ch nolo gic a l a n d s o cia l f a cto rs a re c o ntr ib utin g t o t h e in cre asin g u se a n d im porta n ce o f v is u als in b usin ess c o m munic a tio n. T he p ro ce ss o f

cre atin g a n d w ork in g w it h v is u al e le m en ts u se d t o b e t h e d om ain o f e x p erts w it h c o m ple x a n d e x p en siv e t o ols . H ow eve r, d ig it a l t e ch nolo gy h as

ch an ged t h is s it u atio n d ra m atic a lly . I n ex p en siv e d ig it a l c a m era s a n d s m artp hones c a n b e u se d t o p ro duce h ig h -q ualit y im ages a n d v id eo , a n d t h e

so ftw are n eed ed t o c re ate d ia gra m s, p ro ce ss p hoto s, e d it v id eo , a n d p re p are o th er v is u al e le m en ts c o ntin ues t o g et b oth e asie r a n d m ore p ow erfu l a ll

t h e t im e. D esig n a n d p ro ductio n t a sk s t h at u se d t o t a ke d ay s c a n n ow b e c o m ple te d in h ours o r e ve n m in ute s. B usin ess c o m munic a to rs h ave t h e t o ols /

to r e ach w id er a u die n ce s in le ss t im e, u sin g e q uip m en t t h at c o sts le ss a n d r e q uir e s f e w er s k ills . 4

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003D AA)

W hile t e ch nolo gy h as b een p uttin g v is u al d esig n a n d p ro ductio n in to t h e h an ds o f e ve ry d ay b usin ess c o m munic a to rs in r e ce n t y e ars, a u die n ce s k ills

a n d e x p ecta tio ns h ave b een e vo lv in g a s w ell. T w o c h an ges in p artic u la r c o uld a ffe ct y o ur c o m munic a tio n e ffo rts in t h e c o m in g y e ars. F ir st, U .S .

go ve rn m en t r e se arc h in dic a te s t h at o nly h alf o f t h e a d ult p opula tio n in t h e U nit e d S ta te s h as t h e lit e ra cy s k ills c o nsid ere d n ece ssa ry f o r s u cce ss in

t o day ’s w ork p la ce . 5

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003D AC) In o th er

w ord s, d ep en din g o n t h e n atu re o f y o ur w ork , y o u c o uld in d y o urse lf c o m munic a tin g w it h a u die n ce s w hose s k ills c o uld p re ve n t t h em f r o m

su cce ssfu lly r e ad in g y o ur d ocu m en ts . V is u als c o uld p la y a v it a l r o le in c o m munic a tin g y o ur m essa ges t o a u die n ce s w it h lo w er r e ad in g s k ills . S eco nd,

beca u se t e ch nolo gy h as m ult ip lie d t h e w ay s in w hic h c o m munic a to rs c a n c re ate v is u als , a n d a s p eo ple g ro w u p a n d liv e in a m ore v is u al, m ed ia -

sa tu ra te d e n vir o nm en t, a u die n ce s a re lik e ly t o e x p ect m essa ges t o b e m ore v is u al.

V is u al lit e ra cy is t h e a b ilit y t o c re ate a n d in te rp re t v is u als s u cce ssfu lly .

A s a r e su lt o f t h ese c h an ges in b oth t h e t o ols a n d t h e c o m munic a tio n e n vir o nm en t, v is u al l it e ra cy

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003C43) —t he

ab ilit y t o c re ate e ffe ctiv e im ages a n d t o c o rre ctly in te rp re t s u ch im ages—h as b eco m e a k e y b usin ess s k ill. 6

( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003D AE) W heth er

yo u a re u sin g v is u als t o r e ach a n a u die n ce w it h lim it e d r e ad in g s k ills o r t o m agn if y t h e im pact o f y o ur w rit te n m essa ges, k n ow in g h ow t o h elp y o ur

au die n ce s e e w hat y o u s e e w ill e n ab le y o u t o b eco m e a m ore e ffe ctiv e c o m munic a to r.

T H E F U TURE O F C O M M UN IC AT IO N

G est ura l C o m putin g

If y o u’v e e ve r w is h ed t h at y o u c o uld ju st w ave y o ur h an ds a t y o ur c o m pute r a n d h ave it d o y o ur b id din g, t h at w is h m ig h t c o m e t r u e in a f e w y e ars.

T he a im o f g estur al computing is le ttin g u se rs c o ntr o l c o m pute rs a n d o th er d ig it a l d ev ic e s t h ro ugh m odes o f m otio n, s u ch a s w av in g y o ur h an ds o r

m ovin g y o ur e ye s.

G estu ra l c o m putin g c a n b e a cco m plis h ed t h ro ugh v a rio us m ean s. O ne a p pro ach , w hic h is a lr e ad y u se d w id ely in v id eo g a m es, in vo lv e s h an dheld

d ev ic e s t h at c o nve rt m otio n t o d ig it a l c o m man ds. T he N in te n do W ii c o ntr o lle r is a w ell- k n ow n e xa m ple o f t h is t e ch nolo gy. A noth er a p pro ach

in vo lv e s s e n so rs t h at d ete ct a n d t r a n sla te m otio n w it h out r e q uir in g u se rs t o h old a n yth in g. G ood e xa m ple s a re B M W ’s G estu re Co ntr o l in te rfa ce ,

w hic h le ts d riv e rs w ave t h eir h an ds a n d m ove t h eir in gers t o s e le ct e n te rta in m en t a n d n av ig a tio n f u nctio ns, a n d w ir e le ss c o ntr o l m ech an is m s f o r

sm artw atc h es a n d o th er w eara b le s t h at le t u se rs in te ra ct w it h t h eir d ev ic e s s im ply b y m ovin g t h eir in gers in t h e a ir ( r a th er t h an r e ach in g w it h o ne

han d t o u se a t o uch in te rfa ce ). /

Ente rta in m en t a n d o th er c o nsu m er a p plic a tio ns o f g estu ra l c o ntr o l a re in tr ig u in g, b ut t h e t e ch nolo gy c a n a ls o a id b usin ess c o m munic a tio n. B y

sim plif y in g in te ra ctio n w it h m obile d ev ic e s, it c o uld m ake c re atin g a n d c o nsu m in g c o nte n t o n m ed ia d ev ic e s m ore e fic ie n t. I m agin e “ ty p in g” a

r e p ort t h ro ugh y o ur s m artw atc h b y w ig glin g y o ur in gers w hile y o u c o m mute t o w ork o n y o ur b ic y cle . I n a d dit io n, lik e h ap tic c o m putin g ( s e e p age

1 64 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000002c1 c# page_1 64) ), g estu ra l c o m putin g c a n o pen

u p p ossib ilit ie s f o r d ig it a l in te ra ctio n f o r p eo ple w it h m oto r im pair m en ts t h at lim it t h e u se o f c o nve n tio nal in put d ev ic e s s u ch a s k e y b oard s.

W HAT ’S Y O UR P R ED IC T IO N?

Rese arc h t h e c u rre n t s ta te o f g estu ra l c o m putin g t o id en tif y o ne w ay in w hic h t h e t e ch nolo gy h as t h e p ote n tia l t o c h an ge b usin ess c o m munic a tio n

pra ctic e s. D o y o u a gre e w it h t h e p re d ic tio ns t h e e x p erts m ake ? W hy o r w hy n ot?

S o u rc e s: “ G estu re R eco gn it io n ,” T ech Ta rg et , a cce sse d 6 A pril 2 016, w hatis .t e ch ta rg et.c o m ( h ttp :/ /w hatis .t ech ta rg e t.c om ) ; D eid re R ic h ard so n , “ A ria S ilic o n M od ule A dds

G estu re C on tr o l t o A ndro id W ear, P eb ble T im e,” E xtr e m eT ech , 3 J u ne 2 015, w ww.e x tr e m ete ch .c o m ( h ttp :/ /w ww.e xtr e m ete ch .c om ) ; B ill H ow ard , “ A ir T o u ch : B M W ’s A ir K is s

fo r T o u ch scre en G estu re C on tr o ls ,” E xtr e m eT ech , 4 J a n uary 2 016, w ww.e x tr e m ete ch .c o m ( h ttp :/ /w ww.e xtr e m ete ch .c om ) .

V IS U AL D ESIG N P RI NCIP LE S

Cr eatin g e ffe ctiv e v is u als r e q uir e s b asic k n ow le d ge o f t h e p rin cip le s o f g o od d esig n .

Ju st a s c re atin g e ffe ctiv e s e n te n ce s a n d p ara gra p hs r e q uir e s w ork in g k n ow le d ge o f t h e p rin cip le s o f g o od w rit in g, c re atin g e ffe ctiv e v is u als r e q uir e s

so m e k n ow le d ge o f t h e p rin cip le s o f g o od d esig n . E ve n t h ough f e w b usin essp eo ple h ave t h e o pportu nit y t o f o rm ally s tu dy t h e “ la n gu age” o f lin e,

m ass, s p ace , s iz e , c o lo r, p atte rn , a n d t e x tu re , a n yo ne c a n le arn e n ough o f t h e b asic c o nce p ts t o c ra ft e ffe ctiv e b asic v is u als .

W hen y o u e n co unte r v is u als t h at y o u in d a p pealin g o r u nap pealin g, e ffe ctiv e o r in effe ctiv e , s to p a n d a sk y o urse lf w hat c a u se d y o ur r e sp onse . D id a

p artic u la r d esig n g ra b y o u a n d p ra ctic a lly f o rc e y o u t o p ay a tte n tio n, o r d id y o u p ass r ig h t b y w it h h ard ly a n otic e ? D id o ne c h art r e ve al it s

in fo rm atio n q uic k ly a n d e asily , w hile a n oth er m ad e y o u s p en d t im e d eco din g it s c o nfu sin g m essa ge? D id o ne p hoto a p peal t o y o u a t a n e m otio nal le ve l

an d t h ere fo re d ra w y o u in to a d ocu m en t, w here as a n oth er w as o ff-p uttin g a n d c a u se d y o u t o lo se in te re st? B y t h in kin g a b out y o ur o w n r e actio ns t o

v is u al d esig n s, y o u c a n b eco m e a m ore e ffe ctiv e d esig n er y o urse lf .

A s y o u c o nsid er y o ur r e actio ns t o v a rio us d esig n s a n d c re ate d esig n s o f y o ur o w n, y o u’ll b egin t o s e e h ow s ix f u ndam en ta l p rin cip le s h elp d is tin gu is h

in effe ctiv e a n d e ffe ctiv e d esig n s:

C o n sis te n cy. A udie n ce s v ie w a s e rie s o f v is u als a s a w hole a n d a ssu m e t h at d esig n e le m en ts w ill b e c o nsis te n t f r o m o ne p age t o t h e n ex t.

T hin k o f c o nsis te n cy a s visual par allelism , in t h e s a m e w ay t h at t e x tu al p ara lle lis m h elp s a u die n ce s u ndersta n d a n d c o m pare a s e rie s o f

id eas. 7

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Yo u c a n a ch ie ve v is u al p ara lle lis m in a v a rie ty o f w ay s, in clu din g t h ro ugh c o nsis te n t u se o f c o lo r, s h ap e, s iz e , t e x tu re , p osit io n, s ca le , o r

ty p efa ce .

C o n tr a st. T o e m phasiz e d if fe re n ce s, d ep ic t it e m s in c o ntr a stin g c o lo rs, s h ap es, o r s iz e s. F o r e xa m ple , t o h ig h lig h t t h e d if fe re n ce b etw een t w o

quan tit ie s in a c h art, d on’t u se t w o s h ad es o f b lu e; in ste ad , u se b lu e f o r o ne a n d y e llo w o r s o m e o th er d ra m atic a lly c o ntr a stin g c o lo r f o r t h e

oth er.

B ala n ce. B ala n ce c a n b e e it h er formal , in w hic h t h e e le m en ts in t h e im ages a re a rra n ged s y m metr ic a lly a ro und a c e n tr a l p oin t o r a xis , o r

informal , in w hic h e le m en ts a re n ot d is tr ib ute d e ve n ly , b ut r a th er s tr o nger a n d w eake r e le m en ts a re a rra n ged in a w ay t h at a ch ie ve s a n

o ve ra ll e ffe ct o f b ala n ce . A c o m mon a p pro ach t o in fo rm al b ala n ce is w eig h in g o ne v is u ally d om in an t e le m en t a ga in st s e ve ra l s m alle r o r

w eake r e le m en ts . 8

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In g en era l, f o rm al b ala n ce is m ore c a lm in g a n d s e rio us, w here as in fo rm al b ala n ce t e n ds t o s e em m ore d yn am ic a n d e n ga gin g.

E m phasis . A udie n ce s u su ally a ssu m e t h at t h e d om in an t e le m en t in a d esig n is t h e m ost im porta n t, s o m ake s u re t h at t h e v is u ally d om in an t

ele m en t r e ally d oes r e p re se n t t h e m ost im porta n t in fo rm atio n. Y o u c a n d o s o t h ro ugh c o lo r, p osit io n, s iz e , o r p la ce m en t, f o r e xa m ple .

Co nve rse ly , b e s u re t o v is u ally d ow npla y le ss im porta n t it e m s. F o r in sta n ce , a vo id u sin g s tr o ng c o lo rs f o r m in or s u pport p oin ts , a n d

deem phasiz e b ack g ro und f e atu re s s u ch a s t h e g rid lin es o n a c h art.

C o n ve n tio n . V is u al c o m munic a tio n is g u id ed b y a v a rie ty o f g en era lly a cce p te d r u le s o r c o nve n tio ns, ju st a s w rit te n c o m munic a tio n is g u id ed

b y a n a rra y o f s p ellin g, g ra m mar, p unctu atio n, a n d u sa ge c o nve n tio ns. T hese c o nve n tio ns d ic ta te v ir tu ally e ve ry a sp ect o f d esig n . 9

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M ore o ve r, m an y c o nve n tio ns a re s o in gra in ed t h at p eo ple d on’t e ve n r e aliz e t h ey a re f o llo w in g t h ese r u le s. F o r e xa m ple , if E nglis h is y o ur

nativ e la n gu age, y o u a ssu m e t h at id eas p ro gre ss a cro ss t h e p age f r o m le ft t o r ig h t b eca u se t h at’s t h e d ir e ctio n in w hic h E nglis h t e x t is

w rit te n . I f y o u a re a n ativ e A ra b ic o r H eb re w s p eake r, h ow eve r, y o u m ig h t a u to m atic a lly a ssu m e t h at lo w o n a p age o r s cre en is f r o m r ig h t t o

le ft b eca u se t h at is t h e d ir e ctio n in w hic h t h ose la n gu ages a re w rit te n . F lo utin g c o nve n tio ns o fte n c a u se s b re akd ow ns in c o m munic a tio n, b ut

in s o m e c a se s, it c a n b e d one t o g re at e ffe ct. 1 0

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003D B6)

F o r in sta n ce , lip pin g a n o rg a n iz a tio nal c h art u psid e d ow n t o p ut t h e c u sto m ers a t t h e t o p, w it h f r o ntlin e e m plo ye es d ir e ctly b en eath t h em

an d o n d ow n t o t h e c h ie f e xe cu tiv e a t t h e b otto m , c a n b e a n e ffe ctiv e w ay t o e m phasiz e t h at c u sto m ers c o m e ir st a n d t h at t h e m an agers a re

re sp onsib le f o r s u pportin g e m plo ye es in t h eir e ffo rts t o s a tis fy c u sto m ers.

S im plic it y . A s a g en era l r u le , s im ple is b ette r w hen it c o m es t o v is u als f o r b usin ess c o m munic a tio n. R em em ber t h at y o u’r e c o nve y in g

in fo rm atio n, n ot e x p re ssin g y o ur c re ativ e la ir . L im it t h e n um ber o f c o lo rs a n d d esig n e le m en ts y o u u se , a n d t a ke c a re t o a vo id chartjunk , a

t e rm c o in ed b y t h e v is u al c o m munic a tio n s p ecia lis t E dw ard R . T u fte f o r d eco ra tiv e e le m en ts t h at c lu tte r d ocu m en ts a n d p ote n tia lly c o nfu se

re ad ers w it h out a d din g a n y r e le va n t in fo rm atio n. 11

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Co mpute rs m ake it f a r t o o e asy t o a d d c h artju nk, f r o m c lip a rt illu str a tio ns t o t h re e-d im en sio nal c h arts t h at r e ally d is p la y o nly t w o

dim en sio ns o f d ata .

N early e ve ry a sp ect o f v is u al d esig n is g o ve rn ed b y c o nve n tio ns t h at s e t a u die n ce e x p ecta tio ns. /

TH E E T H IC S O F V IS U AL C O M M UN IC AT IO N

Rem em ber t h at t h e p ow er t o c o m munic a te w it h v is u als c o m es w it h t h e r e sp onsib ilit y t o c o m munic a te e th ic a lly .

P o w er a lw ay s c o m es w it h r e sp onsib ilit y —a nd t h e p ote n tia l p ow er o f v is u als p la ce s a n e th ic a l b urd en o n e ve ry b usin ess c o m munic a to r. E th ic a l

p ro ble m s, b oth in te n tio nal a n d u nin te n tio nal, c a n r a n ge f r o m p hoto s t h at p la y o n r a cia l o r g en der s te re o ty p es, t o im ages t h at im ply c a u se -a n d-e ffe ct

re la tio nsh ip s t h at m ay n ot e x is t, t o g ra p hs t h at d is to rt d ata ( s e e F ig u re 9 .2

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nex t p age).

A lt e rin g t h e s ca le o f it e m s in a v is u al is ju st o ne o f m an y w ay s t o e m phasiz e o r d eem phasiz e c e rta in a sp ects o f in fo rm atio n. F o r e xa m ple , t o in cre ase

th e p erc e iv e d s iz e o f a p ro duct, a n a d ve rtis e r m ig h t s h ow a c lo se -u p o f it b ein g h eld b y s o m eo ne w it h s m alle r-th an -a ve ra ge h an ds. Co nve rse ly , a la rg e

h an d w ould m ake t h e p ro duct s e em s m alle r.

Y o u c a n w ork t o a vo id e th ic a l la p se s in y o ur v is u als b y f o llo w in g t h ese g u id elin es: 1 2

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Yo u c a n t a ke m an y s te p s t o e m phasiz e o r d eem phasiz e s p eci ic e le m en ts in y o ur v is u als , b ut m ake s u re y o u d on’t in ad ve rte n tly c o m mit

a n e th ic a l la p se w hile d oin g s o .

V is u als c a n ’t a lw ay s s p eak f o r t h em se lv e s; m ake s u re y o ur a u die n ce h as e n ough c o nte x t t o in te rp re t y o ur v is u als c o rre ctly .

C o n sid er a ll p ossib le i n te rp re ta tio n s—a nd m is in te rp re ta tio n s. T ry t o v ie w y o ur v is u als f r o m y o ur a u die n ce m em bers’ p ersp ectiv e . W ill

t h eir b ia se s, b elie fs , o r b ack g ro unds le ad t h em t o d if fe re n t c o nclu sio ns t h an y o u’v e in te n ded ? F o r in sta n ce , a ssu m e t h at y o u w an t t o s h ow

h ow e asy y o ur p ro duct is t o u se , a n d t h e p hoto gra p h y o u’v e c h ose n ju st h ap pen s t o s h ow a n o ld er p erso n o pera tin g t h e p ro duct. W ill

a n yo ne c o nclu de t h at w hat y o u r e ally m ean t o s a y is t h at y o ur p ro duct is s o s im ple t h at “ e ve n a n o ld p erso n c a n u se it ” ?

P ro vid e c o n te x t. E ve n w hen t h ey a re c o m ple te ly a ccu ra te , v is u als c a n s h ow o nly a p artia l v ie w o f r e alit y . P art o f y o ur r e sp onsib ilit y a s a

c o m munic a to r is t o p ro vid e n ot o nly a ccu ra te v is u als b ut e n ough b ack g ro und in fo rm atio n t o h elp a u die n ce s in te rp re t t h e v is u al c o rre ctly . /

Fig u re 9 .2 I n lu en cin g P erc e p tio n T hro u gh V is u al D esig n /

Fig u re 9 .2 a

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sh ow s im purit ie s m easu re d o ve r t h e c o urse o f a 1 2-m onth p erio d; t h e v e rtic a l s ca le is s e t f r o m 0 t o 1 20, s u fic ie n t t o c o ve r t h e r a n ge o f

va ria tio ns in t h e d ata . H ow eve r, w hat if y o u w an te d t o m ake t h e v a ria tio ns f r o m m onth t o m onth lo ok m ore s e ve re ? L ess s e ve re ? F ig u re 9 .2 b

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w it h t h e s ca le “ z o om ed in ” t o a n arro w r a n ge o f 6 0 t o 1 10, m ake s t h e v a ria tio ns lo ok m uch m ore d ra m atic . T he r e su lt c o uld b e a s tr o nger

em otio nal im pact o n t h e r e ad er, c re atin g t h e im pre ssio n t h at t h ese im purit ie s a re o ut o f c o ntr o l. I n c o ntr a st, F ig u re 9 .2 c

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ex p an ds t h e s ca le f r o m 0 t o 2 00, w hic h m in im iz e s t h e a p peara n ce o f t h e v a ria tio ns in t h e d ata . T his g ra p h is v is u ally “ c a lm er,” c re atin g t h e

opposit e im pre ssio n—t hat t h ere ’s r e ally n oth in g t o w orry a b out. T he d ata s h ow n in a ll t h re e g ra p hs a re id en tic a l, b ut t h e g ra p hs s e n d t h re e

d if fe re n t m essa ges t o t h e r e ad er. A re a n y o f t h e g ra p hs u neth ic a l? T hat d ep en ds o n t h e c o m munic a to r’s in te n t a n d w heth er it in hib it s t h e

au die n ce ’s a b ilit y t o m ake in fo rm ed d ecis io ns.

D on ’t h id e o r m in im iz e n ega tiv e i n fo rm atio n t h at r u ns c o u nte r t o y o u r a rg u m en t. O bscu rin g in fo rm atio n p re ve n ts y o ur a u die n ce s f r o m

m akin g f u lly in fo rm ed d ecis io ns r e ga rd in g y o ur c o nte n t.

D on ’t e x a ggera te i n fo rm atio n t h at s u pports y o u r a rg u m en t. S im ila rly , y o u h ave a r e sp onsib ilit y n ot t o o ve rse ll in fo rm atio n in s u pport o f

yo ur a rg u m en t. Y o u s h ould a ls o r e sis t t h e t e m pta tio n t o a lt e r o r e n han ce p hoto gra p hs a n d o th er im ages in o rd er t o s u pport y o ur

arg u m en ts .

D on ’t o ve rsim plify c o m ple x s it u atio n s. B y t h eir v e ry n atu re , v is u als t e n d t o p re se n t s im pli ie d v ie w s o f r e alit y . T his is u su ally a b en eit a n d

one o f t h e k e y r e aso ns f o r u sin g v is u als . H ow eve r, t a ke c a re n ot t o m is le ad a n a u die n ce b y h id in g c o m plic a tio ns t h at a re im porta n t t o t h e

au die n ce ’s u ndersta n din g o f t h e s it u atio n.

D on ’t i m ply c a u se -a n d-e ffe ct r e la tio n sh ip s w it h ou t p ro vid in g p ro of t h at t h ey e x is t. F o r e xa m ple , if y o u c re ate a lin e c h art t h at s h ow s

how in cre asin g s a le s s e em t o t r a ck w it h in cre asin g a d ve rtis in g e x p en dit u re s, y o u c a n c la im a c o rre la tio n b ut n ot n ece ssa rily a c a u se -a n d-

effe ct r e la tio nsh ip b etw een t h e t w o. Y o u c a n c la im a c a u sa l r e la tio nsh ip ( m ean in g t h at t h e in cre ase in a d ve rtis in g s p en din g c a u se d t h e

in cre ase in s a le s) o nly if y o u c a n is o la te a d ve rtis in g s p en din g a s t h e onl y f a cto r t h at c a n a cco unt f o r t h e in cre ase in s a le s.

A vo id e m otio n al m an ip ula tio n o r o th er f o rm s o f c o erc io n . F o r in sta n ce , a p hoto gra p h o f a n u nhap py c h ild b ein g t r e ate d a s a s o cia l

o utc a st b eca u se h e o r s h e d oesn ’t o w n t h e t r e n die st n ew t o ys c o uld b e c o nsid ere d a n u neth ic a l w ay t o p ersu ad e p are n ts t o b uy t h ose

p ro ducts f o r t h eir c h ild re n .

B e c a re fu l w it h t h e w ay y o u a ggre ga te d ata . P re p arin g c h arts , g ra p hs, a n d t a b le s t h at p re se n t d ata o fte n in vo lv e s d ecis io ns a b out

ag greg ating , o r g ro upin g, d ata . S u ch d ecis io ns c a n h ave a p ro fo und e ffe ct o n t h e m essa ge y o ur a u die n ce r e ce iv e s ( s e e “E th ic s D ete ctiv e :

S o lv in g t h e C ase o f t h e H id den N um bers

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# P700101245100000000000000000389B )

”). F o r e xa m ple , if y o u a ggre ga te d aily p ro ductio n le ve ls t o s h ow o nly a s in gle d ata p oin t f o r e ach w eek, y o u m ig h t b e o bscu rin g im porta n t

va ria tio ns t h at h ap pen f r o m d ay t o d ay.

T he w ay s in w hic h y o u a ggre ga te d ata f o r d is p la y c a n a ffe ct t h e m essa ges a n d m ean in gs t h at y o ur a u die n ce e x tr a cts f r o m y o ur v is u als . /

ET H IC S D ET EC T IV E

So lv in g t h e C ase o f t h e H id den N um bers

Yo u’v e b een a ssig n ed t o p re se n t t h e r e su lt s o f a n in dustr y w id e s tu dy o f t h e e ffe cts o f in se ctic id es. Y o ur a u die n ce c o nsis ts o f t h e d ep artm en t

head s in y o ur c o m pan y, w hose e x p erie n ce a n d e d uca tio nal b ack g ro unds v a ry w id ely , f r o m c h em ic a l e n gin eerin g t o in su ra n ce t o la w . Y o u’r e

c o nvin ce d y o u n eed t o k e ep y o ur r e p ort a s s im ple a n d a s ja rg o n-fr e e a s p ossib le .

Yo u’r e n ot a s cie n ti ic e x p ert o n in se ctic id es, b ut y o ur s u perv is o r h as in tr o duce d y o u t o a s cie n tis t w ho w ork s f o r a t r a d e a sso cia tio n t h at

re p re se n ts c h em ic a l p ro duce rs, in clu din g y o ur ir m . T he s cie n tis t is f a m ilia r w it h t h e s tu dy y o u’ll b e r e p ortin g o n, a n d s h e h as e x p erie n ce in

c o m munic a tin g t e ch nic a l s u bje cts t o d iv e rse a u die n ce s. Y o u ju m ped a t t h e c h an ce t o h ave s u ch a k n ow le d geab le p erso n r e v ie w y o ur p re se n ta tio n

fo r t e ch nic a l a ccu ra cy, b ut y o u’r e u nco m fo rta b le w it h s o m e o f h er f e ed back . I n p artic u la r, y o u q uestio n h er a d vic e t o r e p la ce t h e lin e c h art s h ow n

here , w hic h d is p la y s t h e n um ber o f in se ctic id e p ois o nin gs a n d d eath s b y a ge.

T he s cie n tis t s u ggests t h at t h is c h art is t o o b usy a n d t o o d if ic u lt f o r n onsp ecia lis ts t o u ndersta n d. A s a n a lt e rn ativ e , s h e p ro vid es t h is b ar c h art

th at s e le cts f o ur s p eci ic a ges f r o m t h e e n tir e r a n ge. S h e s a y s t h is c h art c o m munic a te s t h e s a m e b asic id ea a s t h e lin e c h art b ut is m uch e asie r t o

r e ad .

A N ALY SIS

Y o u a gre e w it h t h e s cie n tis t t h at t h e lin e c h art is v is u ally b usy a n d t a ke s m ore e ffo rt t o p ro ce ss, b ut s o m eth in g b oth ers y o u a b out t h e b ar c h art.

D oes it p re se n t t h e in se ctic id e s it u atio n a ccu ra te ly a n d h onestly ? W hy o r w hy n ot? /

9.2 I d en tif y in g P oin ts t o I llu st ra te

LEA R NIN G O BJE C T IV E

2 E xp la in h ow t o c h oose w hic h p oin ts in y o ur m essa ge t o illu str a te .

To h elp id en tif y w hic h p arts o f y o ur m essa ge c a n b en eit f r o m v is u als , s te p b ack a n d c o nsid er t h e lo w o f y o ur m essa ge f r o m t h e a u die n ce ’s p oin t o f

vie w . W hic h p arts o f t h e m essa ge a re lik e ly t o s e em c o m ple x , o pen t o m is in te rp re ta tio n, o r e ve n ju st a b it d ull? A re t h ere a n y c o nnectio ns b etw een

id eas t h at m ig h t n ot b e o bvio us if t h ey a re a d dre sse d o nly in t h e t e x t? A re t h ere a lo t o f n um eric d ata o r is t h ere o th er d is cre te f a ctu al c o nte n t t h at

w ould b e d if ic u lt t o r e ad if p re se n te d in p ara gra p h f o rm ? I s t h ere a c h an ce t h at t h e m ain id ea w on’t “ ju m p o ff t h e p age” if it ’s c o ve re d o nly in t h e t e x t?

If y o u a n sw er y e s t o a n y o f t h ese q uestio ns, y o u p ro bab ly n eed o ne o r m ore v is u als . W hen y o u’r e d ecid in g w hic h p oin ts t o p re se n t v is u ally , t h in k o f

th e iv e Cs :

Effe ctiv e v is u als a re c le ar, c o m ple te , c o ncis e , c o nnecte d , a n d c o m pellin g.

C le a r. T he h um an m in d is e x tr e m ely a d ep t a t p ro ce ssin g v is u al in fo rm atio n, w heth er it ’s s o m eth in g a s s im ple a s t h e s h ap e o f a s to p s ig n o r

as c o m plic a te d a s t h e lo or p la n f o r a n ew f a cto ry. I f y o u’r e h av in g d if ic u lt ly c o nve y in g a n id ea in w ord s, c o nsid er w heth er a v is u al e le m en t

w ill d o t h e jo b in ste ad .

Co m ple te . V is u als , p artic u la rly t a b le s, o fte n s e rv e t o p ro vid e t h e s u pportin g d eta ils f o r a m ain id ea o r r e co m men datio n. A t a b le o r a n oth er

vis u al c a n p ro vid e t h ese d eta ils w it h out g ettin g in t h e w ay o f y o ur m ain m essa ge.

C o n cis e . Y o u’v e p ro bab ly h eard t h e e x p re ssio n “ A p ic tu re is w orth a t h ousa n d w ord s.” I f a p artic u la r s e ctio n o f y o ur m essa ge s e em s t o

r e q uir e e x te n siv e d escrip tio n o r e x p la n atio n, s e e w heth er t h ere ’s a w ay t o c o nve y t h is in fo rm atio n v is u ally . W it h a p ic tu re w ork in g in

c o nju nctio n w it h t e x t, y o u m ay b e a b le t o r e d uce y o ur w ord c o unt c o nsid era b ly .

C o n necte d . A k e y p urp ose o f m an y b usin ess m essa ges is s h ow in g c o nnectio ns o f s o m e s o rt—s im ila rit ie s o r d if fe re n ce s, c o rre la tio ns, c a u se -

an d-e ffe ct r e la tio nsh ip s, a n d s o o n. W hen eve r y o u w an t r e ad ers t o s e e s u ch a c o nnectio n, d ete rm in e w heth er a c h art, a d ia gra m , o r a n oth er

illu str a tio n m ig h t h elp .

Co m pellin g. W ill o ne o r m ore illu str a tio ns m ake y o ur m essa ge m ore p ersu asiv e , m ore in te re stin g, m ore lik e ly t o g et r e ad ? Y o u r a re ly w an t

to in se rt v is u als s im ply f o r d eco ra tiv e p urp ose s, o f c o urse , b ut e ve n if a p artic u la r p oin t c a n b e e x p re sse d e q ually w ell v ia t e x t o r v is u als ,

co nsid er a d din g t h e v is u al t o m ake y o ur r e p ort o r p re se n ta tio n m ore c o m pellin g.

RE AL-T IM E UP DAT ES

L E ARN M ORE B Y RE AD IN G T H IS AR TIC LE /

Fo u r c o m munic a tio n c h alle n ge s w here v is u als c a n b e m ore e ffe ctiv e t h an t e xt

Tra in in g, p ro duct r e v ie w s, c o m ple x d ata p re se n ta tio ns, a n d s o cia l m ed ia c a n a ll b en eit f r o m v is u al c o nte n t. G o t o re a l-t im eu pdate s.c o m /b ct1 4

(h ttp :/ /re al- tim eu pdate s.c o m /b ct1 4) a n d s e le ct L earn M ore in t h e S tu den ts s e ctio n.

A s y o u id en tif y w hic h p oin ts in y o ur d ocu m en t w ould b en eit f r o m a v is u al, m ake s u re t h at e ach v is u al y o u d ecid e o n h as a c le ar p urp ose ( s e e T a ble

9 .1 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038a5 # P70010124510000000000000000038C3) ).

T A BLE 9 .1 W hen t o U se V is u als

P urp ose A p plic a tio n

To c la rif y S u pport t e x t d escrip tio ns o f “ g ra p hic ” t o pic s: q uan tit a tiv e o r n um eric in fo rm atio n, e x p la n atio ns o f t r e n ds, d escrip tio ns.

T o s im plif y D iv id e c o m plic a te d d escrip tio ns in to c o m ponen ts t h at c a n b e d ep ic te d w it h c o nce p tu al m odels , lo w ch arts , o rg a n iz a tio n c h arts , o r

dia gra m s.

T o

e m phasiz e

Ca ll a tte n tio n t o p artic u la rly im porta n t p oin ts b y illu str a tin g t h em w it h lin e, b ar, a n d p ie c h arts .

T o

su m mariz e

R ev ie w m ajo r p oin ts in t h e n arra tiv e b y p ro vid in g a c h art o r t a b le t h at s u m s u p t h e d ata .

To r e in fo rc e P re se n t in fo rm atio n in v is u al f o rm t o s u pple m en t d escrip tio ns in t e x t.

T o a ttr a ct M ake m ate ria l s e em m ore in te re stin g b y d eco ra tin g t h e c o ve r o r t it le p age a n d b y b re akin g u p t h e t e x t w it h v is u al a id s.

T o im pre ss B uild c o nid en ce b y u sin g v is u al f o rm s t o c o nve y a u th en tic it y a n d p re cis io n.

To u nif y D ep ic t t h e r e la tio nsh ip s a m ong v a rio us e le m en ts o f a w hole .

T A BLE 9 .2 S e le ctin g t h e B est V is u al

Co m munic a tio n C h alle n ge E ffe ctiv e V is u al C h oic e

P re se n tin g D ata

T o p re se n t in div id ual, e xa ct v a lu es Ta b le

T o s h ow t r e n ds in o ne o r m ore v a ria b le s, o r t h e r e la tio nsh ip b etw een t h ose v a ria b le s, o ve r t im e Lin e c h art, b ar c h art

T o c o m pare t w o o r m ore s e ts o f d ata B ar c h art, lin e c h art /

Co m munic a tio n C h alle n ge E ffe ctiv e V is u al C h oic e

To s h ow f r e q uen cy o r d is tr ib utio n o f p arts in a w hole P ie c h art

T o s h ow m assiv e d ata s e ts , c o m ple x q uan tit ie s, o r d yn am ic d ata D ata v is u aliz a tio n

P re se n tin g I n fo rm atio n , C o n ce p ts , a n d I d ea s

To s h ow g eo gra p hic r e la tio nsh ip s o r c o m paris o ns M ap , g eo gra p hic in fo rm atio n s y ste m

To illu str a te p ro ce sse s o r p ro ce d ure s F lo w ch art, d ia gra m

To s h ow c o nce p tu al o r s p atia l r e la tio nsh ip s ( s im pli ie d ) Illu str a tio n

To t e ll a d ata -d riv e n s to ry v is u ally I n fo gra p hic

T o s h ow ( r e alis tic ) s p atia l r e la tio nsh ip s Photo gra p h

To s h ow p ro ce sse s, t r a n sfo rm atio ns, a n d o th er a ctiv it ie s A nim atio n, v id eo /

9.3 S e le ct in g V isu als f o r P re se ntin g D ata

LEA R NIN G O BJE C T IV E

3 D escrib e t h e m ost c o m mon o ptio ns f o r p re se n tin g d ata in a v is u al f o rm at.

A fte r y o u h ave id en ti ie d w hic h p oin ts w ould b en eit m ost f r o m v is u al p re se n ta tio n, y o ur n ex t d ecis io n is c h oosin g w hic h t y p e o f v is u al t o u se f o r e ach

m essa ge p oin t. A s y o u c a n s e e in Ta ble 9 .2

( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038a5 # P70010124510000000000000000038F4) , y o u h ave

m an y c h oic e s f o r b usin ess g ra p hic s, w hic h c a n b e r o ugh ly d iv id ed in to t h ose f o r p re se n tin g d ata a n d t h ose f o r p re se n tin g in fo rm atio n, c o nce p ts , a n d

id eas.

F o r s o m e c o nte n t, t h e d ecis io n is u su ally o bvio us. F o r e xa m ple , t o p re se n t a la rg e s e t o f n um eric v a lu es o r d eta ile d t e x tu al in fo rm atio n, a t a b le is o fte n

th e o bvio us c h oic e . H ow eve r, if y o u’r e p re se n tin g d ata b ro ke n d ow n g eo gra p hic a lly , a c o lo r-c o ded m ap m ig h t b e m ore e ffe ctiv e , s h ow in g o ve ra ll

p atte rn s r a th er t h an in div id ual d ata p oin ts . A ls o , c e rta in v is u als a re u se d m ore c o m monly f o r c e rta in a p plic a tio ns, a s y o u’ll s e e in t h e f o llo w in g

se ctio ns.

B usin ess p ro fe ssio nals h ave a t r e m en dous n um ber o f c h oic e s f o r p re se n tin g d ata , f r o m g en era l- p urp ose lin e, b ar, a n d p ie c h arts t o s p ecia liz e d c h arts

fo r p ro duct p ortfo lio s, in an cia l a n aly sis , a n d o th er p ro fe ssio nal f u nctio ns. T he v is u als m ost c o m monly u se d t o p re se n t d ata in clu de t a b le s; lin e a n d

su rfa ce c h arts ; b ar c h arts , p ic to gra m s, a n d G an tt c h arts ; s ca tte r a n d b ubble d ia gra m s; a n d p ie c h arts . ( N ote t h at m ost p eo ple u se t h e t e rm s chart a n d

gr aph in te rc h an geab ly .)

T AB LE S

W hen y o u n eed t o p re se n t a la rg e n um ber o f s p eci ic d ata p oin ts o r p ie ce s o f in fo rm atio n, c h oose a ta ble

( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003C3A ) , a

s y ste m atic a rra n gem en t o f d ata in c o lu m ns a n d r o w s. T a b le s a re id eal w hen y o ur a u die n ce n eed s in fo rm atio n t h at w ould b e e it h er d if ic u lt o r t e d io us

to h an dle in t h e m ain t e x t.

P rin te d t a b le s c a n d is p la y e x te n siv e a m ounts o f d ata , b ut t a b le s f o r o nlin e d is p la y a n d p re se n ta tio n s lid es n eed t o b e s im ple r.

M ost t a b le s c o nta in t h e s ta n dard p arts illu str a te d in Fig u re 9 .3

( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # P7001012451000000000000000003935) o n t h e

nex t p age. E ve ry t a b le in clu des v e rtic a l c o lu m ns a n d h oriz o nta l r o w s, w it h u se fu l h ead in gs a lo ng t h e t o p a n d s id e. F o r p rin te d d ocu m en ts , y o u c a n

ad ju st f o nt s iz e a n d c o lu m n a n d r o w s p acin g t o it a c o nsid era b le a m ount o f in fo rm atio n o n t h e p age a n d s till m ain ta in r e ad ab ilit y . F o r o nlin e

docu m en ts , y o u m ay n eed t o r e d uce t h e n um ber o f c o lu m ns a n d r o w s t o m ake s u re y o ur t a b le s a re e asily r e ad ab le , p artic u la rly o n m obile d ev ic e s. I f /

yo u c a n ’t s im plif y a t a b le e n ough t o m ake it e asily r e ad ab le in a w eb o r m obile b ro w se r, p ro vid e t h e f u ll t a b le a s a d ow nlo ad ab le P D F. I f y o u w an t t o

g iv e t h e a u die n ce t h e o pportu nit y t o m an ip ula te t h e t a b le ’s c o nte n t, y o u c a n p ro vid e it a s a d ow nlo ad ab le o r o nlin e s p re ad sh eet. T a b le s f o r

pre se n ta tio n s lid es u su ally n eed t o b e t h e s im ple st o f a ll b eca u se y o u c a n ’t e x p ect a u die n ce s t o r e ad d eta ile d in fo rm atio n f r o m t h e s cre en .

A lt h ough c o m ple x in fo rm atio n m ay r e q uir e f o rm al t a b le s t h at a re s e t a p art f r o m t h e t e x t, y o u c a n p re se n t s o m e d ata m ore s im ply w it h in t h e t e x t. Y o u

m ake t h e t a b le , in e sse n ce , a p art o f t h e p ara gra p h, t y p ed in t a b ula r f o rm at. S u ch t e x t t a b le s a re u su ally in tr o duce d w it h a s e n te n ce t h at le ad s d ir e ctly

i n to t h e t a b ula te d in fo rm atio n. H ere ’s a n e xa m ple : 13

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003D BC)

F ig u re 9 .3 P arts o f a T ab le

H ere a re t h e s ta n dard p arts o f a t a b le . N o m atte r w hic h d esig n y o u c h oose , m ake s u re t h e la yo ut is c le ar a n d t h at in div id ual r o w s a n d c o lu m ns a re

e asy t o f o llo w .

H ere is h ow iv e le ad in g f u ll- s e rv ic e r e sta u ra n t o pera to rs c o m pare in t e rm s o f n um ber o f lo ca tio ns a n d a n nual r e ve n ue:

O SI R esta u ra n t P artn ers D in e E q u it y C arls o n B rin ker D ard en

M ajo r Ch ain (s ) O utb ack S te akh ouse , Ca rra b ba’s A pple b ee’s , I H OP Frid ay ’s , P ic k U p S tix Ch ili’s , M aggia n o’s R ed L obste r, O liv e G ard en

L oca tio ns ( n ) 1,4 70 3,3 00 990 1,5 50 1,8 00

R eve n ue ( $ , M illio ns) $ 3 ,6 00 $1 ,4 14 N /A $2 ,8 59 7,1 13

So u rc e : H oove r’s w eb si te , ac ce sse d 2 5 F eb ru ar y 2 016, www .hoove rs.c om ( h ttp :/ /w ww.h oove rs.c o m ) ; “ A m eric a ’s L ar gest P riv at e C om pan ie s, ” F o rb es , ac ce sse d 2 5

Feb ru ar y 2 016, www .fo rb es.c om ( h ttp :/ /w ww.f o rb es.c o m ) ; c o m pan y i nan cial r e p orts a v ai lab le o n G oogle F in an ce , ac ce sse d 2 5 F eb ru ar y 2 016,

www .google .c om /in an ce ( h ttp :/ /w ww.g o ogle .c o m /in an ce ) . /

When y o u p re p are t a b le s, f o llo w t h ese g u id elin es t o m ake t h ey a re e asy t o r e ad :

U se c o m mon, u ndersta n dab le u nit s a n d c le arly id en tif y w hic h y o u’r e u sin g, w heth er d olla rs, p erc e n ta ges, p ric e p er t o n, o r s o m e o th er u nit .

E xp re ss a ll it e m s in a c o lu m n in t h e s a m e u nit a n d r o und o ff f o r s im plic it y w hen eve r d oin g s o w on’t e lim in ate e sse n tia l d eta ils .

L ab el c o lu m n h ead in gs c le arly a n d u se a s u bhead in g if n ece ssa ry.

S ep ara te c o lu m ns o r r o w s w it h lin es o r e x tr a s p ace t o m ake t h e t a b le e asy t o f o llo w ; in c o m ple x t a b le s, c o nsid er h ig h lig h tin g e ve ry o th er r o w

o r c o lu m n in a p ale , c o ntr a stin g c o lo r.

P ro vid e t o ta ls o r a ve ra ges o f c o lu m ns o r r o w s w hen r e le va n t.

D ocu m en t t h e s o urc e o f t h e d ata , u sin g t h e s a m e f o rm at a s a t e x t f o otn ote ( s e e A p pen dix B

( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 00000000000000000747b# P700101245100000000000000000747B )

T a b le s c a n c o nta in n um era ls , t e x t, s y m bols , o r o th er f a cts a n d ig u re s. T e x t t a b le s a re p artic u la rly a p pro pria te f o r p re se n tin g s u rv e y in din gs o r f o r

co m parin g v a rio us it e m s a ga in st a s p eci ic s ta n dard .

L IN E AN D S URF ACE C H AR TS

Lin e c h arts a re c o m monly u se d t o s h ow t r e n ds o ve r t im e o r t h e r e la tio nsh ip b etw een t w o o r m ore v a ria b le s.

A lin e c h art

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003C28) illu str a te s

tr e n ds o ve r t im e o r p lo ts t h e r e la tio nsh ip o f t w o o r m ore v a ria b le s. I n lin e c h arts s h ow in g t r e n ds, t h e v e rtic a l a xis —o r y a xis —s how s t h e a m ount, a n d

th e h oriz o nta l a xis , o r x a xis , s h ow s t h e t im e o r o th er q uan tit y a ga in st w hic h t h e a m ount is b ein g m easu re d . B oth a xe s o fte n s ta rt a t z e ro in t h e lo w er

le ft c o rn er, b ut y o u c a n e xe rc is e a f a ir a m ount o f le x ib ilit y w it h b oth a xe s in o rd er t o p re se n t y o ur d ata a s c le arly a s p ossib le . F o r in sta n ce , t o s h ow

b oth p osit iv e a n d n ega tiv e v a lu es ( s u ch a s p ro it a n d lo ss), y o u c a n h ave t h e y a xis s p an f r o m a n ega tiv e v a lu e u p t o a p osit iv e v a lu e, w it h z e ro

s o m ew here in b etw een . O f c o urse , y o u s h ould a lw ay s a vo id d is to rtin g t h e d ata in w ay s t h at c o uld m is le ad y o ur a u die n ce , a s n ote d in t h e s e ctio n “T he

Eth ic s o f V is u al C o m munic a tio n

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# P7001012451000000000000000003873) ” o n

p ages 2 33 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# page_2 33) –2 35

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# page_2 35) . /

Fig u re 9 .4 L in e C h art

T his lin e c h art c o m pare s t h e t e m pera tu re s m easu re d in sid e t w o c e m en t k iln s a t h alf -h our in te rv a ls f r o m 8 :0 0 A.M . t o 5 :0 0 P.M .

I f y o u n eed t o c o m pare t w o o r m ore s e ts o f d ata , y o u c a n p lo t t h em o n t h e s a m e c h art f o r in sta n t v is u al c o m paris o n ( s e e F ig u re 9 .4

( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # P70010124510000000000000000039B 4) ). T w o o r

th re e lin es o n a s in gle c h art a re u su ally e asy t o r e ad , b ut b eyo nd t h at, t h in gs c a n g et c o nfu sin g, p artic u la rly if t h e lin es c ro ss.

S p re ad sh eet f o re ca stin g f u nctio ns c a n h elp p re d ic t f u tu re v a lu es b ase d o n p ast v a lu es s h ow n in a lin e c h art.

B eca u se t h ey u su ally s h ow t h e b eh av io r o f o ne o r m ore v a ria b le s in t h e p ast, lin e c h arts o fte n r a is e t h e q uestio n, “ W hat w ill h ap pen in t h e f u tu re ?”

F o r in sta n ce , if y o u p re se n t s a le s d ata f o r t h e p ast 1 2 m onth s, y o ur a u die n ce m ay w ell a sk w hat y o u t h in k w ill h ap pen in t h e n ex t 1 2 m onth s.

P re d ic tin g t h e f u tu re is a lw ay s r is k y, b ut y o u c a n u se a s p re ad sh eet’s f o re ca stin g t o ol t o e x te n d a lin e in to t h e f u tu re , u sin g a s ta tis tic a l t e ch niq ue

kn ow n a s regr ession anal ysis . Ch eck t h e p ro gra m ’s H elp f u nctio n f o r m ore in fo rm atio n o n u sin g it s linear r egr ession , tr end line , o r for ecasting f u nctio ns.

H ow eve r, w hen u sin g t h ese t o ols , b e a w are t h at a ll t h ey c a n d o is e x tr a ct p atte rn s f r o m p ast d ata a n d e x te n d t h em in to t h e f u tu re . T hey d on’t h ave a n y

aw are n ess o f t h e “ r e al- lif e ” f a cto rs t h at s h ap ed t h e p ast d ata a n d t h at w ill s h ap e t h e f u tu re d ata . /

Fig u re 9 .5 S u rfa ce C h art

Su rfa ce , o r a re a, c h arts c a n s h ow a c o m bin atio n o f t r e n ds o ve r t im e a n d t h e in div id ual c o ntr ib utio ns o f t h e c o m ponen ts o f a w hole .

A su rfa ce c h art

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003C37) , a ls o

ca lle d a n are a c h art

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003C07) , is a f o rm

o f lin e c h art w it h a c u m ula tiv e e ffe ct; a ll t h e lin es a d d u p t o t h e t o p lin e, w hic h r e p re se n ts t h e t o ta l ( s e e F ig u re 9 .5

( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # P70010124510000000000000000039C8) ). T his

p re se n ta tio n h elp s y o u illu str a te c h an ges in t h e c o m posit io n o f s o m eth in g o ve r t im e. O ne c o m mon u se is t o s h ow h ow s a le s o f in div id ual p ro ducts

c o ntr ib ute t o t h e c o m pan y’s o ve ra ll r e ve n ue. 14

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003D BE) W hen

p re p arin g a s u rfa ce c h art, p ut t h e m ost im porta n t s e gm en t o n t h e b otto m a n d b uild u p f r o m t h ere .

B AR C H AR TS, P IC T O GRAM S, AN D G AN TT C H AR TS

A bar c h art

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003C0A ) p ortr a y s

n um bers b y t h e h eig h t o r le n gth o f it s r e cta n gu la r b ars, m akin g a s e rie s o f n um bers e asy t o r e ad o r u ndersta n d. ( V ertic a l b ar c h arts a re s o m etim es

ca lle d column c harts .) B ar c h arts a re p artic u la rly v a lu ab le w hen y o u w an t t o

Y o u c a n c re ate b ar c h arts in a w id e v a rie ty o f f o rm ats ; c h oose t h e f o rm t h at b est illu str a te s t h e d ata a n d r e la tio nsh ip s in y o ur m essa ge. /

Compare t h e s iz e s o f s e ve ra l it e m s a t o ne t im e

Sh ow c h an ges in o ne it e m o ve r t im e

In dic a te t h e c o m posit io n o f s e ve ra l it e m s o ve r t im e

Sh ow t h e r e la tiv e s iz e s o f c o m ponen ts o f a w hole

A s t h e c h arts in Fig u re 9 .6

( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # P70010124510000000000000000039EC ) s h ow , t h e

bar c h art is a v e rsa tile t o ol t h at c a n s e rv e m an y p urp ose s. Gr ouped b ar c h arts c o m pare m ore t h an o ne s e t o f d ata , u sin g a d if fe re n t c o lo r o r p atte rn

fo r e ach s e t. Deviation b ar c h arts id en tif y p osit iv e a n d n ega tiv e v a lu es, o r w in ners a n d lo se rs. Segment ed b ar c h arts , a ls o k n ow n a s st ac ked b ar c h arts ,

sh ow h ow in div id ual c o m ponen ts c o ntr ib ute t o a t o ta l n um ber, u sin g a d if fe re n t c o lo r o r p atte rn f o r e ach c o m ponen t. C ombination b ar a n d lin e c h arts

c o m pare q uan tit ie s t h at r e q uir e d if fe re n t in te rv a ls . P air ed b ar c h arts s h ow t h e c o rre la tio ns b etw een t w o it e m s.

F ig u re 9 .6

( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # P70010124510000000000000000039EC ) a ls o

su ggests h ow c re ativ e y o u c a n b e w it h b ar c h arts . Y o u m ig h t a lig n t h e b ars e it h er v e rtic a lly o r h oriz o nta lly , o r y o u m ig h t u se b ar c h arts t o s h ow b oth

p osit iv e a n d n ega tiv e q uan tit ie s. N o m atte r w hat y o u d o, h ow eve r, b e s u re t o s p ace t h e b ars e ve n ly a n d p la ce t h em in a lo gic a l o rd er, s u ch a s

ch ro nolo gic a l o r a lp hab etic a l. / /

Fig u re 9 .6 B ar C h arts

H ere a re s ix o f t h e m an y v a ria tio ns p ossib le w it h b ar c h arts : singular ( 9 .6 a), gr ouped ( 9 .6 b), deviation ( 9 .6 c), segment ed ( 9 .6 d), c ombination ( 9 .6 e), a n d

pair ed ( 9 .6 f). /

Fig u re 9 .7 G an tt C h art

A G an tt c h art is a s p ecia liz e d b ar c h art t h at u se s b ars t o s h ow d ura tio ns o f t a sk s a n d lin es t o s h ow d ep en den cie s b etw een t a sk s, s u ch a s w hen o ne

ta sk c a n not b e s ta rte d b efo re a n oth er o ne is c o m ple te d .

Yo u c a n a ls o c o nve rt t h e b ars o f a b ar c h art in to lin es o f s y m bols , s o t h at t h e n um ber o r le n gth o f t h e s y m bols in dic a te s t h e r e la tiv e v a lu e o f e ach it e m .

A c h art t h at p ortr a y s d ata a s s y m bols in ste ad o f w ord s o r n um bers is k n ow n a s a p ic to gra m

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003C2E) . T he c h ie f

va lu e o f p ic to gra m s is t h eir n ove lt y a n d a b ilit y t o c o nve y a m ore lit e ra l, v is u al m essa ge, b ut t h ey c a n b e m ore d if ic u lt t o r e ad if n ot d esig n ed w it h c a re ,

an d t h ey c a n p re se n t a le ss p ro fe ssio nal t o ne t h an a s tr a ig h tfo rw ard b ar c h art.

Cl ose ly r e la te d t o t h e b ar c h art is t h e tim e l in e c h art

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003C3D ) , w hic h

sh ow s h ow m uch t im e is n eed ed t o c o m ple te e ach t a sk in a g iv e n p ro je ct. W hen y o u w an t t o t r a ck p ro gre ss t o w ard c o m ple tin g a p ro je ct, y o u c a n u se a

t y p e o f t im e lin e c h art k n ow n a s a G an tt c h art

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003C1C) (s e e

F ig u re 9 .7

( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # P7001012451000000000000000003A 0B ) ).

S C AT TER AN D B UB BLE D IA G RAM S

Sca tte r d ia gra m s c o m pare e n tit ie s a ga in st t w o v a ria b le s; b ubble d ia gra m s c o m pare t h em a ga in st t h re e. /

If y o u n eed t o c o m pare s e ve ra l e n tit ie s ( c o m pan ie s, m ark e ts , e m plo ye es, a n d s o o n) o n t w o v a ria b le s, s u ch a s r e ve n ue a n d p ro it m arg in , u se a sc a tte r

d ia gra m ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003C34) ,

a ls o k n ow n a s a n X Y d ia gra m

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003C49) . T his

d ia gra m is s im ila r t o a lin e c h art in t h e s e n se t h at o ne v a ria b le is p lo tte d a lo ng t h e x ( h oriz o nta l) a xis a n d a n oth er a lo ng t h e y ( v e rtic a l) a xis . I n a

s ca tte r d ia gra m , h ow eve r, in div id ual p oin ts a re p lo tte d , n ot c o ntin uous lin es. A bu bble d ia gra m

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003C0D ) e x p an ds

to t h re e v a ria b le s, w it h t h e s iz e o f t h e b ubble r e p re se n tin g t h e t h ir d v a ria b le ( s e e F ig u re 9 .8

( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # P7001012451000000000000000003A 1B ) ).

P IE C H AR TS

Pie c h arts a re u se d f r e q uen tly in b usin ess r e p orts , b ut t h ey a re o fte n n ot a s h elp fu l t o r e ad ers a s b ar c h arts a n d o th er t y p es o f v is u als

w ould b e.

A pie c h art

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003C31) is a

c o m monly u se d t o ol f o r s h ow in g h ow t h e p arts o f a w hole a re d is tr ib ute d . A lt h ough p ie c h arts a re p opula r a n d c a n q uic k ly h ig h lig h t t h e d om in an t

parts o f a w hole , t h ey a re o fte n n ot a s e ffe ctiv e a s b ar c h arts o r t a b le s. F o r e xa m ple , c o m parin g p erc e n ta ges a ccu ra te ly is o fte n d if ic u lt w it h a p ie

c h art b ut c a n b e f a ir ly e asy w it h a b ar c h art ( s e e F ig u re 9 .9

( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # P7001012451000000000000000003A 32) ). M akin g

pie c h arts e asie r t o r e ad c a n r e q uir e la b elin g e ach s lic e w it h d ata v a lu es, in w hic h c a se a t a b le m ig h t s e rv e t h e p urp ose m ore e ffe ctiv e ly . 1 5

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003D C0)

D ATA V IS U AL IZA TIO N

Data v is u aliz a tio n t o ols c a n o ve rc o m e t h e lim it a tio ns o f c o nve n tio nal c h arts a n d o th er d is p la y t y p es.

D ata v is u aliz a tio n is a n im porta n t f e atu re f o r c o m pan ie s u sin g big dat a . /

Conve n tio nal c h arts a n d g ra p hs a re lim it e d in s e ve ra l w ay s: M ost t y p es c a n s h ow o nly a lim it e d n um ber o f d ata p oin ts b efo re b eco m in g t o o c lu tte re d

to in te rp re t, t h ey o fte n c a n ’t s h ow c o m ple x r e la tio nsh ip s a m ong d ata p oin ts , a n d t h ey c a n r e p re se n t o nly n um eric d ata . A s c o m pute r t e ch nolo gie s

co ntin ue t o g en era te la rg e a m ounts o f d ata t h at c a n b e c o m bin ed a n d c o nnecte d in e n dle ss w ay s, a d iv e rse c la ss o f d is p la y c a p ab ilit ie s k n ow n a s d ata

v is u aliz a tio n

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003C13) w ork t o

o ve rc o m e a ll t h ese d ra w back s. I n s o m e in sta n ce s d ata v is u aliz a tio n is le ss a b out c la rif y in g in div id ual d ata p oin ts a n d m ore a b out e x tr a ctin g b ro ad

m ean in g f r o m g ia n t m asse s o f d ata o r p uttin g t h e d ata in to c o nte x t. 1 6

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003D C2)

F ig u re 9 .8 B ubble D ia gra m

A b ubble d ia gra m s h ow s t h re e v a ria b le s: d is ta n ce a lo ng t h e x a n d y a xe s, p lu s t h e d ia m ete r o f e ach b ubble . I n t h is c a se t h e r a te o f r e ve n ue g ro w th is

p lo tte d o n t h e x a xis , p ro it m arg in is p lo tte d o n t h e y a xis , a n d t h e s iz e o f t h e b ubble s r e p re se n ts a n nual r e ve n ues. F o r in sta n ce , M oore Co mp h as t h e

gre ate st r e ve n ues b ut t h e lo w est p ro it m arg in , a lt h ough it is g ro w in g f a ste r t h an t w o o f it s t h re e c o m petit o rs. /

Fig u re 9 .9 P ie C h arts V e rsu s B ar C h arts

P ie c h arts a re u se d f r e q uen tly , b ut t h ey a re n ’t n ece ssa rily t h e b est c h oic e f o r m an y d ata p re se n ta tio ns. T his p ie c h art d oes m ake it e asy t o s e e t h at

asse m ble rs a re t h e la rg est e m plo ye e c a te go ry, b ut o th er s lic e s iz e s ( s u ch a s S ale s, E ngin eers, a n d A dm in ) a re n ot a s e asy t o c o m pare a n d r e q uir e a

n um eric a l r a th er t h an a v is u al c o m paris o n. I n c o ntr a st, t h e b ar c h art g iv e s a q uic k v is u al c o m paris o n o f e ve ry d ata p oin t.

RE AL-T IM E UP DAT ES

L E ARN M ORE B Y RE AD IN G T H IS AR TIC LE

N ew t h in kin g o n d ata v is u aliz a tio n

As d ata v is u aliz a tio n m atu re s, s e e w hat v is u al c o m munic a tio n e x p ert p ro fe sso r A lb erto Ca ir o h as t o s a y o n t h e s u bje ct. G o t o re a l-

t im eu pdate s.c o m /b ct1 4 ( h ttp :/ /re al- tim eu pdate s.c o m /b ct1 4) a n d s e le ct L earn M ore in t h e S tu den ts s e ctio n.

D ata v is u aliz a tio n h as b eco m e a n im porta n t t o ol f o r c o m pan ie s w ork in g w it h big dat a , a t e rm u se d t o d escrib e m assiv e c o lle ctio ns o f d ata f r o m a

v a rie ty o f s o urc e s p ilin g u p a t h ig h s p eed s. 1 7

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003D C4)

In te ra ctiv e a p ps le t u se rs “ d rill d ow n” in to d ata s e ts t o in d d eta ils o r lo ok a t d ata c o lle ctio ns f r o m a v a rie ty o f p ersp ectiv e s ( s e e F ig u re 9 .1 0

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # P7001012451000000000000000003A 49) o n t h e

nex t p age). /

In a d dit io n t o d is p la y in g la rg e d ata s e ts a n d lin ka ges w it h in d ata s e ts , o th er k in ds o f v is u aliz a tio n t o ols c o m bin e d ata w it h t e x tu al in fo rm atio n t o

c o m munic a te c o m ple x o r d yn am ic d ata m uch f a ste r t h an c o nve n tio nal p re se n ta tio ns c a n . F o r e xa m ple , a tag c loud s h ow s t h e r e la tiv e f r e q uen cy o f

te rm s, o r t a gs ( c o nte n t la b els ), in a n a rtic le , a b lo g, a w eb sit e , s u rv e y d ata , o r a n oth er c o lle ctio n o f t e x t. 1 8

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003D C6)

RE AL-T IM E UP DAT ES

L E ARN M ORE B Y V IS IT IN G T H IS W EB SIT E

D ata v is u aliz a tio n a n d i n fo gra p hic s g a te w ay

This u niq ue w eb r e so urc e o ffe rs lin ks t o a v a st a rra y o f d ata v is u aliz a tio n a n d in fo gra p hic t e ch niq ues a n d e xa m ple s. G o t o re a l-

t im eu pdate s.c o m /b ct1 4 ( h ttp :/ /re al- tim eu pdate s.c o m /b ct1 4) a n d s e le ct L earn M ore in t h e S tu den ts s e ctio n.

F ig u re 9 .1 0 D ata V is u aliz a tio n

D ata v is u aliz a tio n d is p la y s a n d s o ftw are t o ols t a ke a w id e v a rie ty o f f o rm s. H ere is a m obile a p p t h at le ts u se rs e x p lo re a la rg e d ata s e t f r o m d if fe re n t

persp ectiv e s a n d a t v a ry in g le ve ls o f d eta il.

C ou rte sy o f T a b le au . /

9.4 S e le ct in g V isu als f o r P re se ntin g I n fo rm atio n , C o n ce p ts, a n d I d ea s

LEA R NIN G O BJE C T IV E

4 D escrib e t h e m ost c o m mon o ptio ns f o r p re se n tin g in fo rm atio n, c o nce p ts , a n d id eas.

In a d dit io n t o f a cts a n d ig u re s, y o u’ll n eed t o p re se n t o th er t y p es o f in fo rm atio n, f r o m s p atia l r e la tio nsh ip s t o a b str a ct id eas. I n t h ese s it u atio ns

pro fe ssio nals o fte n lo ok f o r v is u al s o lu tio ns t o c o m ple m en t o r e ve n r e p la ce t e x tu al in fo rm atio n. T he m ost c o m mon t y p es o f v is u als f o r t h ese

a p plic a tio ns in clu de lo w ch arts a n d o rg a n iz a tio n c h arts ; m ap s; illu str a tio ns, d ia gra m s, a n d p hoto gra p hs; in fo gra p hic s; a n d v id eo ( c o ve re d in t h e in al

se ctio n o f t h e c h ap te r).

F LO W CH AR TS AN D O RGAN IZA TIO N C H AR TS

Use lo w ch arts t o s h ow a s e rie s o f s te p s in a p ro ce ss o r o th er s e q uen tia l r e la tio nsh ip s.

If y o u n eed t o s h ow p hysic a l o r c o nce p tu al r e la tio nsh ip s r a th er t h an n um eric o nes, y o u m ig h t w an t t o u se a lo w ch art o r a n o rg a n iz a tio n c h art. A

lo w ch art

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003C19) (s e e

F ig u re 9 .1 1

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003a5 7# P7001012451000000000000000003A 66) )

illu str a te s a s e q uen ce o f e ve n ts f r o m s ta rt t o in is h . I t is p artic u la rly h elp fu l w hen illu str a tin g p ro ce sse s a n d p ro ce d ure s in w hic h t h ere a re d ecis io n

poin ts , lo ops, a n d o th er c o m ple x it ie s. F o r g en era l b usin ess p urp ose s, y o u d on’t n eed t o b e t o o c o nce rn ed a b out t h e s p eci ic s h ap es, a lt h ough d o k e ep

th em c o nsis te n t. H ow eve r, b e a w are t h at t h ere is a f o rm al lo w ch art “ la n gu age” in w hic h e ach s h ap e h as a s p eci ic m ean in g ( d ia m onds a re d ecis io n

poin ts , r e cta n gle s a re p ro ce ss s te p s, a n d s o o n). I f y o u’r e c o m munic a tin g w it h c o m pute r p ro gra m mers a n d o th ers w ho a re a ccu sto m ed t o f o rm al

lo w ch artin g, m ake s u re y o u u se t h e c o rre ct s y m bols t o a vo id c o nfu sio n. G ra p hic s p ro gra m s t h at h ave lo w ch art s y m bols u su ally la b el t h eir f u nctio ns,

m akin g it e asy t o u se t h e r ig h t o nes.

U se o rg a n iz a tio n c h arts t o d ep ic t t h e in te rre la tio nsh ip s a m ong t h e p arts o f a w hole .

A s t h e n am e im plie s, a n org a n iz a tio n c h art

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003C2B ) illu str a te s

th e p osit io ns, u nit s , o r f u nctio ns o f a n o rg a n iz a tio n a n d t h e w ay s t h ey in te rre la te ( r e fe r t o Fig u re 1 .3 /

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000010d4# P700101245100000000000000000110C) o n p age

8 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000010d4# page_8 ) fo r a n e xa m ple ).

M AP S

Use m ap s f o r s u ch t a sk s a s r e p re se n tin g s ta tis tic s b y g eo gra p hic a re a o r s h ow in g s p atia l r e la tio nsh ip s.

M ap s c a n s h ow lo ca tio n, d is ta n ce , p oin ts o f in te re st ( s u ch a s c o m petit iv e r e ta il o utle ts ), a n d g eo gra p hic d is tr ib utio n o f d ata , s u ch a s s a le s b y r e gio n o r

popula tio n b y s ta te . I n a d dit io n t o p re se n tin g f a cts a n d ig u re s, m ap s a re u se fu l f o r s h ow in g m ark e t t e rrit o rie s, d is tr ib utio n r o ute s, a n d f a cilit ie s

lo ca tio ns. /

Fig u re 9 .1 1 F lo w ch art

F lo w ch arts s h ow s e q uen ce s o f e ve n ts a n d a re m ost v a lu ab le w hen t h e p ro ce ss o r p ro ce d ure h as a n um ber o f d ecis io n p oin ts a n d v a ria b le p ath s.

F ig u re 9 .1 2 G eogra p hic I n fo rm atio n S y ste m s

Busin esse s u se g eo gra p hic in fo rm atio n s y ste m s ( G IS s) in a v a rie ty o f w ay s. B y o ve rla y in g m ap s a n d a eria l o r s a te llit e im agery w it h d escrip tiv e d ata

( s u ch a s t h is m ap o f g a s p ric e s in t h e Ch ic a go a re a), c o m pan ie s c a n u se t h ese d is p la y s f o r s u ch p urp ose s a s p la n nin g s a le s c a m paig n s, o ptim iz in g

tr a n sp orta tio n r o utin g, a n d s e le ctin g r e ta il o r p ro ductio n s it e s.

W hen c o m bin ed w it h d ata b ase s a n d a eria l o r s a te llit e p hoto gra p hy in geogr aphic information systems (GISs) , m ap s b eco m e e x tr e m ely p ow erfu l v is u al

re p ortin g t o ols ( s e e F ig u re 9 .1 2

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003a5 7# P7001012451000000000000000003A 79) ). A s o ne

exa m ple , r e ta ilin g s p ecia lis ts c a n e x p lo re t h e d em ogra p hic a n d p sy ch ogra p hic m ake u p o f n eig h borh oods w it h in v a rio us d riv in g d is ta n ce s f r o m a

p artic u la r s to re lo ca tio n. U sin g s u ch in fo rm atio n, m an agers c a n p la n e ve ry th in g f r o m n ew b uild in g s it e s t o d eliv e ry r o ute s t o m ark e tin g c a m paig n s.

I L LUS TRA TIO NS, D IA G RAM S, AN D P H OTO GRAP HS /

Use illu str a tio ns a n d d ia gra m s t o s h ow h ow s o m eth in g w ork s o r h ow it is m ad e o r u se d ; illu str a tio ns a re s o m etim es b ette r t h an

p hoto gra p hs b eca u se t h ey le t y o u f o cu s o n t h e m ost im porta n t d eta ils .

T he o pportu nit ie s t o u se illu str a tio ns, d ia gra m s, a n d p hoto gra p hs a re v ir tu ally e n dle ss. S im ple illu str a tio ns c a n s h ow t h e n etw ork o f s u pplie rs in a n

in dustr y, t h e lo w o f f u nds t h ro ugh a c o m pan y, o r t h e p ro ce ss f o r c o m ple tin g t h e p ay ro ll e ach w eek. M ore -c o m ple x d ia gra m s, in clu din g in te ra ctiv e

o nlin e d ia gra m s, c a n c o nve y t e ch nic a l t o pic s s u ch a s t h e o pera tio n o f a m ach in e o r r e p air p ro ce d ure s.

W ord p ro ce sso rs a n d p re se n ta tio n s o ftw are n ow o ffe r f a ir ly a d va n ce d d ra w in g c a p ab ilit ie s, b ut f o r m ore p re cis e a n d p ro fe ssio nal illu str a tio ns, y o u

m ay n eed a s p ecia liz e d p ack a ge s u ch a s A dobe I llu str a to r o r T rim ble S ke tc h U p. F o r m ore -te ch nic a l illu str a tio ns, c omput er-aided de sign (CAD) s y ste m s

su ch a s A uto desk ’s A uto CA D c a n p ro duce e x tr e m ely d eta ile d a rc h it e ctu ra l a n d e n gin eerin g d ra w in gs.

U se p hoto gra p hs f o r v is u al a p peal a n d t o s h ow e xa ct a p peara n ce s.

P hoto gra p hs o ffe r b oth f u nctio nal a n d d eco ra tiv e v a lu e, a n d n oth in g c a n t o p a p hoto gra p h w hen y o u n eed t o s h ow e xa ct a p peara n ce s. B eca u se

a u die n ce s e x p ect p hoto gra p hs t o s h ow lit e ra l v is u al t r u th s, y o u m ust t a ke c a re w hen u sin g im age-p ro ce ssin g t o ols s u ch a s A dobe P hoto sh op.

M OBIL E A PP

In sta gra m h as b eco m e w ild ly p opula r f o r p erso nal p hoto s, b ut m an y c o m pan ie s u se t h e p hoto -s h arin g

se rv ic e f o r b usin ess c o m munic a tio n a s w ell.

T o u se p hoto gra p hs s u cce ssfu lly , c o nsid er t h ese g u id elin es:

C o n sid er w heth er a d ia gra m w ou ld b e m ore e ffe ctiv e t h an a p hoto gra p h. P hoto gra p hs a re o fte n u nm atc h ed in t h eir a b ilit y t o

c o m munic a te s p atia l r e la tio nsh ip s, s iz e s, s h ap es, a n d o th er p hysic a l p ara m ete rs, b ut s o m etim es t h ey c o m munic a te t o o m uch in fo rm atio n. F o r

exa m ple , t o s h ow h ow t o a d ju st a s p eci ic p art o f a c o m plic a te d m ach in e, a p hoto c a n b e c o nfu sin g b eca u se it s h ow s a ll t h e p arts w it h in t h e

ca m era ’s v ie w . A s im pli ie d d ia gra m is o fte n m ore e ffe ctiv e b eca u se it a llo w s y o u t o e m phasiz e t h e s p eci ic p arts t h at a re r e le va n t t o t h e

pro ble m a t h an d.

Lea rn h ow t o u se b asic i m age-p ro ce ssin g f u nctio n s. F o r m ost b usin ess r e p orts , w eb sit e s, a n d p re se n ta tio ns, y o u w on’t n eed t o w orry

a b out a d va n ce d im age-p ro ce ssin g f u nctio ns a n d s p ecia l e ffe cts . H ow eve r, y o u n eed t o k n ow s u ch b asic o pera tio ns s u ch a s t h e d if fe re n ce

b etw een r e siz in g ( c h an gin g t h e s iz e o f a n im age w it h out r e m ovin g a n y p arts o f it ) a n d c ro ppin g ( c u ttin g a w ay p arts o f a n im age).

M ake s u re t h e p hoto gra p hs h ave c o m munic a tio n v a lu e. E xce p t f o r c o ve rs, t it le s lid es, a n d o th er s p ecia l u se s, it ’s u su ally b est t o a vo id

in clu din g p hoto gra p hs s im ply f o r d eco ra tiv e v a lu e.

B e a w are o f c o p yrig h ts a n d m od el p erm is sio n s. A s w it h t e x tu al in fo rm atio n y o u in d o nlin e, y o u c a n ’t s im ply in se rt o nlin e p hoto gra p hs

in to y o ur d ocu m en ts . U nle ss t h ey a re s p eci ic a lly o ffe re d f r e e, y o u h ave t o a ssu m e t h at s o m eo ne o w ns t h e p hoto s a n d is e n tit le d t o p ay m en t /

or a t le ast a p hoto c re d it . I n a d dit io n, p ro fe ssio nal p hoto gra p hers a re c a re fu l t o h ave a n y p erso n w ho p ose s in p hoto s s ig n a m odel r e le ase

fo rm , w hic h g iv e s t h e p hoto gra p her p erm is sio n t o u se t h e p erso n’s im age.

M ake s u re y o u h ave t h e r ig h t t o u se p hoto gra p hs y o u in d o nlin e.

RE AL-T IM E UP DAT ES

L E ARN M ORE B Y V IS IT IN G T H IS W EB SIT E

Id eas f o r u sin g I n sta gra m f o r b usin ess c o m munic a tio n

The I n sta gra m f o r B usin ess b lo g d is cu sse s w ay s t o u se t h e p opula r p hoto -s h arin g s e rv ic e . G o re a l-t im eu pdate s.c o m /b ct1 4 ( h ttp :/ /re al-

t im eu pdate s.c o m /b ct1 4) a n d s e le ct L earn M ore in t h e S tu den ts s e ctio n.

IN FO GRAP HIC S

In fo gra p hic s c a n o ffe r s ty liz e d v e rsio ns o f b asic c h arts a n d g ra p hs o r m ore e n ga gin g n arra tiv e s t h at t e ll a s to ry o r illu str a te a p ro ce ss.

In fo gra p hic s

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003C1F) a re a

s p ecia l c la ss o f d ia gra m s t h at c a n c o nve y b oth d ata a n d c o nce p ts o r id eas. I n a d dit io n, t h ey c o nta in e n ough v is u al a n d t e x tu al in fo rm atio n t o f u nctio n

as in dep en den t, s ta n dalo ne d ocu m en ts . B ro ad ly s p eakin g, t h ere a re t w o t y p es o f in fo gra p hic s: t h ose t h at a re s ty liz e d c o lle ctio ns o f c h arts o r g ra p hs

an d t h ose t h at h ave a s tr u ctu re d n arra tiv e . T he ir st t y p e d on’t n ece ssa rily c o nve y a n y m ore in fo rm atio n t h an b asic c h arts a n d g ra p hs in a

c o nve n tio nal r e p ort w ould , b ut t h eir c o m munic a tio n v a lu e lie s in t h eir a b ilit y t o c a tc h t h e a u die n ce ’s a tte n tio n a n d t h e e ase w it h w hic h t h ey c a n b e

dis tr ib ute d o nlin e. T he s e co nd t y p e, r e p re se n te d b y F ig u re 9 .1 3

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003ab 4# P7001012451000000000000000003A A5) , t a ke f u ll

a d va n ta ge o f t h e v is u al m ed iu m t o t e ll s to rie s o r s h ow in te rc o nnecte d p ro ce sse s. S u ch in fo gra p hic s c a n b e p ow erfu l c o m munic a tio n t o ols , e ve n t o t h e

poin t o f r e p la cin g c o nve n tio nal r e p orts .

RE AL-T IM E UP DAT ES /

L E ARN M ORE B Y V IS IT IN G T H IS W EB SIT E

T en t o ols f o r c re atin g i n fo gra p hic s

T hese o nlin e t o ols ( m an y a re f r e e) o ffe r a v a rie ty o f w ay s t o c re ate in fo gra p hic s. G o t o re a l-t im eu pdate s.c o m /b ct1 4 ( h ttp :/ /re al-

t im eu pdate s.c o m /b ct1 4) a n d s e le ct L earn M ore in t h e S tu den ts s e ctio n. /

9.5 P ro d uci ng a n d I n te gr atin g V isu als

L EA R NIN G O BJE C T IV E

5 E xp la in h ow t o in te gra te v is u als w it h t e x t, a n d lis t t h re e c rit e ria t o r e v ie w in o rd er t o v e rif y t h e q ualit y o f y o ur v is u als .

N ow t h at y o u u ndersta n d t h e c o m munic a tio n p ow er o f v is u als a n d h ave c h ose n t h e b est v is u als t o illu str a te k e y p oin ts in y o ur r e p ort, w eb sit e , o r

pre se n ta tio n, it ’s t im e t o g et c re ativ e . T his s e ctio n o ffe rs a d vic e o n c re atin g v is u als , in te gra tin g t h em w it h y o ur t e x t, a n d v e rif y in g t h e q ualit y o f y o ur

vis u al e le m en ts . /

Fig u re 9 .1 3 I n fo gra p hic s

In g en era l, in fo gra p hic s c a n b e d iv id ed in to s im ple p re se n ta tio ns o f d ata a n d v is u al n arra tiv e s s u ch a s t h is o ne, w hic h u se t h e f u ll p ow er o f t h e

m ed iu m t o t e ll s to rie s o r illu str a te p ro ce sse s.

C ou rte sy o f S u sta in ab le A m eric a .

C RE AT IN G V IS U AL S

Pro gra m s a n d a p ps o ffe r a v a rie ty o f g ra p hic a l t o ols b ut d on’t a u to m atic a lly g iv e y o u t h e d esig n s e n sib ilit y t h at is n eed ed f o r e ffe ctiv e

v is u als .

Co mpute rs m ake it e asy t o c re ate v is u als , b ut t h ey a ls o m ake it e asy t o c re ate in effe ctiv e , d is tr a ctin g, a n d e ve n d ow nrig h t u gly v is u als . H ow eve r, b y

fo llo w in g t h e b asic d esig n p rin cip le s d is cu sse d o n p ages 2 32

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# page_2 32) –2 33 /

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# page_2 33) , y o u c a n c re ate a ll t h e b asic v is u als

y o u n eed —o nes t h at a re b oth a ttr a ctiv e a n d e ffe ctiv e .

L earn in g h ow t o u se y o ur c o m pute r t o ols w ill h elp y o u s a ve e n orm ous a m ounts o f t im e a n d p ro duce b ette r r e su lt s .

W heth er y o u’r e u sin g t h e c h artin g f u nctio ns o ffe re d in a s p re ad sh eet o r t h e d esig n f e atu re s o f a s p ecia liz e d g ra p hic s p ro gra m , t a ke a f e w m in ute s t o

fa m ilia riz e y o urse lf w it h t h e s o ftw are ’s q uir k s a n d c a p ab ilit ie s. F o r im porta n t v is u als , t r y t o h ave a p ro fe ssio nal d esig n er s e t u p a t e m pla te f o r t h e

va rio us t y p es o f v is u als y o u a n d y o ur c o lle agu es n eed t o c re ate . I n a d dit io n t o h elp in g e n su re a n e ffe ctiv e d esig n , u sin g t e m pla te s s a ve s y o u t h e t im e

of m akin g n um ero us d esig n d ecis io ns e ve ry t im e y o u c re ate a c h art o r g ra p hic .

A v is u al’s le ve l o f s o phis tic a tio n s h ould m atc h t h e c o m munic a tio n s it u atio n.

N o m atte r w hic h t o ols y o u’r e u sin g, t a ke c a re t o m atc h t h e s ty le a n d q ualit y o f y o ur v is u als w it h t h e s u bje ct m atte r a n d t h e s it u atio n a t h an d. T he s ty le

o f y o ur v is u als c o m munic a te s a s u btle m essa ge a b out y o ur r e la tio nsh ip w it h t h e a u die n ce . A s im ple s k e tc h m ig h t b e in e f o r a w ork in g m eetin g b ut

in ap pro pria te f o r a f o rm al p re se n ta tio n o r r e p ort. O n t h e o th er h an d, e la b ora te , f u ll- c o lo r v is u als m ay b e v ie w ed a s e x tr a va ga n t f o r a n in fo rm al

re p ort b ut m ay b e e n tir e ly a p pro pria te f o r a m essa ge t o t o p m an agem en t o r in lu en tia l o uts id ers.

M OBIL E A PP

Gra p h ( A ndro id ) a n d N um bers ( iO S) a re t w o o f t h e m an y a p ps a va ila b le f o r c re atin g c h arts a n d g ra p hs

on m obile d ev ic e s.

I N TEG RA TIN G V IS U AL S W IT H T EX T

Fo r m axim um e ffe ctiv e n ess a n d m in im um d is ru ptio n f o r t h e r e ad er, v is u al e le m en ts n eed t o b e c a re fu lly in te gra te d w it h t h e t e x t o f y o ur m essa ge. I n

s o m e in sta n ce s v is u al e le m en ts a re s o m ew hat in dep en den t f r o m t h e t e x t, a s in t h e side bars t h at o cca sio nally a cco m pan y m aga zin e a rtic le s o r phot o

essa ys s u ch a s y o u s e e in Ch ap te rs 1

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t e x tb ook. S u ch im ages a re r e la te d t o t h e c o nte n t o f t h e m ain s to ry, b ut t h ey a re n ’t r e fe rre d t o b y a s p eci ic t it le o r ig u re n um ber. /

Fo r r e p orts a n d m ost o th er b usin ess d ocu m en ts , h ow eve r, v is u als a re t ig h tly in te gra te d w it h t h e t e x t s o t h at r e ad ers c a n m ove b ack a n d f o rth

b etw een t e x t a n d v is u als w it h a s lit tle d is ru ptio n a s p ossib le . S u cce ssfu l in te gra tio n in vo lv e s f o ur d ecis io ns: m ain ta in in g a b ala n ce b etw een v is u als a n d

te x t, r e fe rrin g t o v is u als in t h e t e x t, p la cin g t h e v is u als in a d ocu m en t, a n d w rit in g t it le s a n d o th er d escrip tio ns.

M ain ta in in g a B ala n ce B etw een I llu st ra tio n s a n d W ord s

As f a r a s t h e c o nte n t a llo w s, m ain ta in a c o m fo rta b le b ala n ce b etw een t e x t a n d v is u als .

S tr o ng v is u als e n han ce t h e d escrip tiv e a n d p ersu asiv e p ow er o f y o ur w rit in g, b ut p uttin g t o o m an y v is u als in to a r e p ort c a n d is tr a ct y o ur r e ad ers. I f

y o u’r e c o nsta n tly r e fe rrin g t o t a b le s, illu str a tio ns, a n d o th er v is u al e le m en ts , t h e e ffo rt t o s w it c h b ack a n d f o rth f r o m w ord s t o v is u als c a n m ake it

d if ic u lt f o r r e ad ers t o m ain ta in f o cu s o n t h e t h re ad o f y o ur m essa ge. T he s p ace o ccu pie d b y v is u als c a n a ls o d is ru pt t h e lo w o f t e x t o n t h e p age o r

scre en .

M ake s u re y o ur v is u als m atc h t h e n eed s, e x p ecta tio ns, a n d in te rp re ta tio n s k ills o f y o ur a u die n ce .

A s a lw ay s, t a ke in to a cco unt y o ur r e ad ers’ s p eci ic n eed s. I f y o u’r e a d dre ssin g a n a u die n ce w it h m ult ip le la n gu age b ack g ro unds o r w id ely v a ry in g

re ad in g s k ills , y o u c a n s h if t t h e b ala n ce t o w ard m ore v is u al e le m en ts t o h elp g et a ro und a n y la n gu age b arrie rs. T he p ro fe ssio nal e x p erie n ce ,

ed uca tio n, a n d t r a in in g o f y o ur a u die n ce s h ould in lu en ce y o ur a p pro ach a s w ell. F o r in sta n ce , d eta ile d s ta tis tic a l p lo ts a n d m ath em atic a l f o rm ula s a re

e ve ry d ay r e ad in g m ate ria l f o r q ualit y -c o ntr o l e n gin eers b ut n ot f o r m ost s a le sp eo ple o r t o p e xe cu tiv e s.

R efe re n ci ng V isu als

T o t ie v is u als t o t e x t, in tr o duce t h em in t h e t e x t a n d p la ce t h em n ear t h e p oin ts t h ey illu str a te .

U nle ss a v is u al e le m en t c le arly s ta n ds o n it s o w n, it s h ould b e r e fe rre d t o b y n um ber in t h e t e x t o f y o ur r e p ort. S o m e r e p ort w rit e rs r e fe r t o a ll v is u als

a s “ e x h ib it s ” a n d n um ber t h em c o nse cu tiv e ly t h ro ugh out t h e r e p ort; m an y o th ers n um ber t a b le s a n d ig u re s s e p ara te ly ( e ve ry th in g t h at is n ’t a t a b le is

r e ga rd ed a s a ig u re ). I n a lo ng r e p ort w it h n um bere d s e ctio ns, illu str a tio ns m ay h ave a d ouble n um ber ( s e p ara te d b y a p erio d o r a h yp hen )

re p re se n tin g t h e s e ctio n n um ber a n d t h e in div id ual illu str a tio n n um ber w it h in t h at s e ctio n. W hate ve r s ch em e y o u u se , m ake s u re it ’s c le ar, c o nsis te n t,

a n d e asy t o f o llo w .

H elp y o ur r e ad ers u ndersta n d t h e s ig n i ic a n ce o f v is u als b y r e fe rrin g t o t h em b efo re r e ad ers e n co unte r t h em in t h e d ocu m en t o r o n t h e s cre en . T he

fo llo w in g e xa m ple s s h ow h ow y o u c a n m ake t h is c o nnectio n in t h e t e x t: /

Fig u re 1 s u m mariz e s t h e in an cia l h is to ry o f t h e m oto rc y cle d iv is io n o ve r t h e p ast iv e y e ars, w it h s a le s b ro ke n in to f o ur c a te go rie s.

T o ta l s a le s w ere s te ad y o ve r t h is p erio d, b ut t h e m ix o f s a le s b y c a te go ry c h an ged d ra m atic a lly ( s e e F ig u re 2 ).

T he u nderly in g r e aso n f o r t h e r e m ark a b le g ro w th in o ur s a le s o f y o uth g o lf a p pare l is s u ggeste d b y T a b le 4 , w hic h s h ow s t h e g ro w in g in te re st in

ju nio r g o lf a ro und t h e w orld .

H elp y o ur r e ad ers u ndersta n d w hy e ach v is u al is im porta n t.

W hen d escrib in g t h e d ata s h ow n in y o ur v is u als , b e s u re t o e m phasiz e t h e m ain p oin t y o u a re t r y in g t o m ake . D on’t m ake t h e m is ta ke o f s im ply

r e p eatin g t h e d ata t o b e s h ow n. P ara gra p hs t h at d o a re g u ara n te ed t o p ut t h e r e ad er t o s le ep . T he v is u al w ill ( o r a t le ast s h ould ) p ro vid e a ll t h ese

d eta ils ; t h ere is n o n eed t o r e p eat t h em in t h e t e x t. I n ste ad , u se r o und n um bers t h at s u m u p t h e m essa ge. F o r e xa m ple , y o u m ig h t s a y, “ A s T a ble 4 .2

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m ore t h an t w o-th ir d s o f t h e r e sp onden ts e arn le ss t h an $ 2 0 p er h our.”

P la ci ng V isu als

P la ce e ach v is u al a s c lo se a s p ossib le t o it s in -te x t r e fe re n ce t o h elp r e ad ers u ndersta n d t h e illu str a tio n’s r e le va n ce a n d t o m in im iz e t h e

effo rt o f r e ad in g.

T ry t o p osit io n y o ur v is u als s o t h at y o ur a u die n ce w on’t h ave t o lip b ack a n d f o rth ( in p rin te d d ocu m en ts ) o r s cro ll ( o n s cre en ) b etw een t h e v is u als

a n d t h e t e x t. I d eally , it ’s b est t o p la ce e ach v is u al w it h in , b esid e, o r im med ia te ly a fte r t h e p ara gra p h it illu str a te s s o t h at r e ad ers c a n c o nsu lt t h e

ex p la n atio n a n d t h e v is u al a t t h e s a m e t im e. T his s ch em e w ork s w ell b oth in p rin t a n d o nlin e. I f a t a ll p ossib le , a vo id b unch in g v is u als a t t h e e n d o f a

s e ctio n o r t h e e n d o f a d ocu m en t; d oin g s o a sk s a lo t o f t h e r e ad er. ( B unch in g is u navo id ab le in s o m e c a se s, s u ch a s w hen m ult ip le v is u als a cco m pan y

a s in gle s e ctio n o f t e x t—a s in t h is c h ap te r, f o r in sta n ce .) W ord -p ro ce ssin g, d esk to p-p ublis h in g, a n d w eb -d esig n p ro gra m s o r a p ps le t y o u p la ce

g ra p hic a l e le m en ts v ir tu ally a n yw here y o u w is h , s o t a ke a d va n ta ge o f t h is le x ib ilit y .

W ritin g T it le s, C ap tio n s, a n d L ege nds

A d escrip tiv e t it le s im ply id en ti ie s t h e t o pic o f a n illu str a tio n; a n in fo rm ativ e t it le h elp s t h e r e ad er u ndersta n d t h e c o nclu sio n t o b e

dra w n f r o m t h e illu str a tio n. /

Tit le s, c a p tio ns, a n d le gen ds h elp c o nnect y o ur v is u al a n d t e x tu al m essa ges a n d e n su re a s e am le ss r e ad in g e x p erie n ce . A tit le

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th e c o nte n t a n d p urp ose o f t h e v is u al, a lo ng w it h w hate ve r la b el a n d n um ber y o u’r e u sin g t o r e fe r t o t h e v is u al. A desc rip tiv e t it le

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i d en ti ie s t h e t o pic o f t h e illu str a tio n, w here as a n in fo rm ativ e t it le

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a tte n tio n t o t h e c o nclu sio n t h at o ugh t t o b e d ra w n f r o m t h e d ata . H ere ’s a n e xa m ple o f t h e d if fe re n ce :

D esc rip tiv e T it le I n fo rm ativ e T it le

R ela tio nsh ip B etw een P etr o le u m D em an d a n d R ein ery Ca pacit y in t h e

U nit e d S ta te s

R ein ery Ca pacit y D eclin es a s P etr o le u m D em an d Co ntin ues t o

G ro w

A n in fo rm ativ e t it le s a ve s r e ad ers t h e w ork o f in te rp re tin g t h e v is u al t o e x tr a ct t h e m ain id ea f r o m it . R ega rd le ss o f w heth er y o ur t it le s a n d le gen ds

are in fo rm ativ e o r d escrip tiv e , p hra se t h em c o nsis te n tly t h ro ugh out a d ocu m en t.

A ca p tio n

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o ffe rs a d dit io nal d is cu ssio n o f a v is u al’s c o nte n t a n d c a n b e u p t o s e ve ra l s e n te n ce s lo ng, if a p pro pria te . Ca ptio ns c a n a ls o a le rt r e ad ers t h at a d dit io nal

d is cu ssio n is a va ila b le in t h e a cco m pan yin g t e x t. A le gen d

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re ad ers “ d eco de” t h e v is u al b y e x p la in in g w hat v a rio us c o lo rs, s y m bols , o r o th er d esig n c h oic e s m ean ( s e ve ra l o f t h e ig u re s in t h is c h ap te r u se

le gen ds, f o r e xa m ple ). L egen ds a re n ’t n ece ssa ry f o r s im ple g ra p hs, s u ch a s a lin e c h art o r b ar c h art w it h o nly o ne s e rie s o f d ata , b ut t h ey a re

in va lu ab le w it h m ore c o m ple x g ra p hic s.

V ERI FY IN G T H E Q UAL IT Y O F Y O UR V IS U AL S

Vis u als h ave a p artic u la rly s tr o ng im pact o n y o ur r e ad ers a n d o n t h eir p erc e p tio ns o f y o u a n d y o ur w ork , s o v e rif y in g t h e q ualit y o f y o ur v is u als is a n

esse n tia l s te p . A sk y o urse lf t h re e q uestio ns a b out e ve ry v is u al e le m en t:

R ev ie w e ach v is u al t o m ake s u re it d oesn ’t in te n tio nally o r u nin te n tio nally d is to rt t h e m ean in g o f t h e u nderly in g in fo rm atio n.

Is t h e v is u al a cc u ra te ? B e s u re t o c h eck f o r m is ta ke s s u ch a s t y p ogra p hic a l e rro rs, in co nsis te n t c o lo r t r e atm en t, c o nfu sin g o r

undocu m en te d s y m bols , a n d m is a lig n ed e le m en ts . A ls o v e rif y t h at t h e in fo rm atio n in v is u als a n d t e x t m atc h es. F o r d ata p re se n ta tio ns,

p artic u la rly if y o u’r e p ro ducin g c h arts u sin g a s p re ad sh eet, v e rif y a n y f o rm ula s u se d t o g en era te t h e n um bers a n d m ake s u re y o u’v e s e le cte d

th e r ig h t n um bers f o r e ach c h art. F o r lo w ch arts , o rg a n iz a tio n c h arts , d ia gra m s, p hoto s, a n d o th er v is u als , m ake s u re t h at e ach v is u al

d eliv e rs y o ur m essa ge a ccu ra te ly a n d t h at y o u h ave in se rte d t h e c o rre ct im age ile s. /

Is t h e v is u al p ro p erly d ocu m en te d ? A s w it h t h e t e x tu al e le m en ts in y o ur r e p orts a n d p re se n ta tio ns, v is u als b ase d o n o th er p eo ple ’s

r e se arc h , in fo rm atio n, a n d id eas r e q uir e f u ll c it a tio n. ( E ve n if t h e g ra p hic a l d esig n is e n tir e ly y o urs, a n y u nderly in g in fo rm atio n t a ke n f r o m

oth er s o urc e s n eed s t o b e d ocu m en te d .) A ls o , t r y t o a n tic ip ate a n y q uestio ns o r c o nce rn s y o ur a u die n ce m ay h ave a n d a d dre ss t h em w it h

a d dit io nal in fo rm atio n, a s n eed ed . F o r in sta n ce , if y o u’r e p re se n tin g t h e r e su lt s o f s u rv e y r e se arc h , m an y r e ad ers w ill w an t t o k n ow w ho

partic ip ate d in t h e s u rv e y, h ow m an y p eo ple r e sp onded , a n d w hen t h e q uestio ns w ere a sk e d . Y o u c o uld a n sw er t h ese q uestio ns w it h a n ote

in t h e c a p tio n a lo ng t h e lin es o f “ 6 52 a cco unta n ts , s u rv e ye d t h e w eek o f J a n uary 1 7.” S im ila rly , if y o u f o und a v is u al in a s e co ndary s o urc e ,

lis t t h at s o urc e o n o r n ear t h e g ra p hic t o h elp r e ad ers a sse ss t h e in fo rm atio n. A lt e rn ativ e ly , y o u c a n lis t s o urc e s in a n a p pen dix .

Is t h e v is u al h on est? A s a in al p re ca u tio n, s te p b ack a n d v e rif y t h at y o ur v is u als c o m munic a te t r u th fu l m essa ges. M ake s u re t h ey d on’t h id e

in fo rm atio n t h e a u die n ce n eed s, im ply c o nclu sio ns t h at y o ur in fo rm atio n d oesn ’t s u pport, o r p la y o n a u die n ce e m otio ns in m an ip ula tiv e o r

co erc iv e w ay s.

F o r a r e v ie w o f t h e im porta n t p oin ts t o r e m em ber w hen c re atin g v is u als , s e e “C h eck lis t: C re a tin g E ffe ctiv e V is u als

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m ore in fo rm atio n o n v is u al c o m munic a tio n, in clu din g d esig n p rin cip le s, e th ic a l m atte rs, a n d t h e la te st t o ols f o r c re atin g a n d d is p la y in g v is u als , v is it

r e a l-t im eu pdate s.c o m /b ct1 4 ( h ttp :/ /re al- tim eu pdate s.c o m /b ct1 4) a n d s e le ct C h ap te r 9

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V IS U AL M ED IA O N M OBIL E D EV IC E S

W heth er it ’s a t r a in in g v id eo , a n in te ra ctiv e b ig -d ata t o ol, o r a G IS s y ste m u se d f o r o n-s it e a n aly sis , m ore a n d m ore e m plo ye es n eed t o c o nsu m e v is u al

m ed ia o n s m artp hones a n d t a b le ts . T he c o nstr a in ts o f s m all s cre en s a re e ve n m ore a cu te w it h v is u als t h an t h ey a re w it h t e x t, s o p re p arin g v is u al

co nte n t f o r m obile u se rs t a ke s c a re fu l p la n nin g a n d t h e u se o f d is p la y t o ols d esig n ed f o r m obile d ev ic e s. W it h s cre en s p ace a t a p re m iu m , t h in k

ca re fu lly a b out a u die n ce m em bers’ n eed s, in clu din g t h e c ir c u m sta n ce s in w hic h t h ey ’ll b e u sin g t h eir d ev ic e s, s o y o u c a n p rio rit iz e a n d s e q uen ce t h e

deliv e ry o f in fo rm atio n ( s e e F ig u re 9 .1 4

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C H EC K LIS T Cr eating Effecti ve V isuals

Em phasiz e v is u al c o nsis te n cy t o c o nnect p arts o f a w hole a n d m in im iz e a u die n ce c o nfu sio n.

A vo id a rb it r a ry c h an ges o f c o lo r, t e x tu re , t y p efa ce , p osit io n, o r s ca le .

H ig h lig h t c o ntr a stin g p oin ts t h ro ugh c o lo r, p osit io n, a n d o th er d esig n c h oic e s.

D ecid e w heth er y o u w an t t o a ch ie ve f o rm al o r in fo rm al b ala n ce .

E m phasiz e d om in an t e le m en ts a n d d eem phasiz e le ss im porta n t p ie ce s in a d esig n .

U ndersta n d a n d f o llo w ( a t le ast m ost o f t h e t im e) t h e v is u al c o nve n tio ns y o ur a u die n ce e x p ects .

S tr iv e f o r s im plic it y a n d c la rit y ; d on’t c lu tte r y o ur v is u als w it h m ean in gle ss d eco ra tio n.

Fo llo w t h e g u id elin es f o r a vo id in g e th ic a l la p se s.

Ca re fu lly c o nsid er y o ur m essa ge, t h e n atu re o f y o ur in fo rm atio n, a n d y o ur a u die n ce t o c h oose w hic h p oin ts t o illu str a te . /

Sele ct t h e p ro per t y p es o f g ra p hic s f o r t h e in fo rm atio n a t h an d a n d f o r t h e o bje ctiv e o f t h e m essa ge.

B e s u re t h e v is u al c o ntr ib ute s t o a n o ve ra ll u ndersta n din g o f t h e s u bje ct.

U ndersta n d h ow t o u se y o ur s o ftw are t o ols t o m axim iz e e ffe ctiv e n ess a n d e fic ie n cy.

In te gra te v is u als a n d t e x t b y m ain ta in in g a b ala n ce b etw een illu str a tio ns a n d w ord s, c le arly r e fe rrin g t o v is u als w it h in t h e t e x t, a n d

pla cin g v is u als c a re fu lly .

U se t it le s, c a p tio ns, a n d le gen ds t o h elp r e ad ers u ndersta n d t h e m ean in g a n d im porta n ce o f y o ur v is u als .

V erif y t h e q ualit y o f y o ur v is u als b y c h eck in g f o r a ccu ra cy, p ro per d ocu m en ta tio n, a n d h onesty . /

Fig u re 9 .1 4 V is u al D is p la y s o n M ob ile D ev ic e s

Thin k t h ro ugh y o ur a u die n ce ’s n eed s c a re fu lly w hen d esig n in g m obile v is u als . A s w it h t h is m obile a p p f r o m t h e H ip m unk a ir fa re -s e arc h s e rv ic e ,

p re se n t o nly t h e m ost e sse n tia l in fo rm atio n o n e ach s cre en , w it h n o e x tr a n eo us in fo rm atio n, a n d le t u se rs t a p t h ro ugh f o r m ore d eta ils .

C ou rte sy o f H ip m unk, I n c. /

9.6 P ro d uci ng B usi ness V id eo s

LEA R NIN G O BJE C T IV E

6 I d en tif y t h e m ost im porta n t c o nsid era tio ns in t h e p re p ro ductio n, p ro ductio n, a n d p ostp ro ductio n s ta ges o f p ro ducin g b asic b usin ess

v id eo s.

N o m atte r w hat c a re er p ath y o u p ursu e, c h an ce s a re y o u’ll h ave t h e n eed o r o pportu nit y t o p ro duce ( o r s ta r in ) a b usin ess v id eo . F o r v id eo s t h at

re q uir e t h e h ig h est p ro ductio n q ualit y , c o m pan ie s u su ally h ir e s p ecia lis ts w it h t h e n ece ssa ry s k ills a n d e q uip m en t. F o r m ost r o utin e n eed s, h ow eve r,

a n y b usin ess c o m munic a to r w it h m odest e q uip m en t a n d a f e w b asic s k ills c a n c re ate e ffe ctiv e v id eo s.

T he p ro ce ss o f c re atin g v id eo s is d iv id ed in to p re p ro ductio n, p ro ductio n, a n d p ostp ro ductio n.

The t h re e-s te p p ro ce ss a d ap ts e asily t o v id eo ; p ro fe ssio nals r e fe r t o t h e t h re e s te p s a s pr epr oduction , pr oduction , a n d postpr oduction ( s e e F ig u re 9 .1 5

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003b3d# P7001012451000000000000000003B 49) ). Y o u c a n

re fe r t o o ne o f t h e m an y b ooks a va ila b le o n b asic v id eo p ro ductio n t e ch niq ues f o r m ore d eta il, b ut h ere a re t h e k e y p oin ts t o c o nsid er in a ll t h re e

ste p s. ( A n ote o n t e rm in olo gy: d ig it a l v id eo gra p hy h as in herit e d a n um ber o f t e rm s f r o m ilm t h at d on’t m ake s tr ic t t e ch nic a l s e n se b ut a re in c o m mon

use a n yw ay, in clu din g foot age t o in dic a te a n y a m ount o f r e co rd ed v id eo a n d ilming t o in dic a te v id eo r e co rd in g.)

S T EP 1 : P RE PR O D UC TIO N

When y o u’r e r e co rd in g s p eech es, s e m in ars, a n d o th er e ve n ts , p la n nin g is c ru cia l b eca u se y o u h ave o nly o ne o pportu nit y t o g et t h e f o ota ge y o u n eed .

A nd e ve n w hen y o u h ave t h e le x ib ilit y t o r e ta ke f o ota ge, t h ough tfu l p la n nin g w ill s a ve t im e a n d m oney a n d le ad t o b ette r-lo okin g r e su lt s . F o r a n y

vid eo , b e s u re t o t h in k t h ro ugh t h e f o llo w in g s e ve n e le m en ts : /

Fig u re 9 .1 5 C re atin g E ffe ctiv e B usin ess V id eos

By f o llo w in g a m eth odic a l p ro ce ss in t h e p re p ro ductio n, p ro ductio n, a n d p ostp ro ductio n s ta ges, a n y b usin ess c o m munic a to r w it h e ve n b asic

e q uip m en t c a n c re ate e ffe ctiv e v id eo s.

P urp ose a n d s c o p e. W it h e ve ry c o m munic a tio n e ffo rt, o f c o urse , it ’s e sse n tia l t o id en tif y t h e p urp ose o f y o ur m essa ge a n d d ein e t h e s co pe

of w hat y o u w ill a d dre ss b efo re yo u s ta rt. T his is d oubly im porta n t w it h v id eo , h ow eve r, b eca u se it is a lin ear m ed iu m t h at f o rc e s p eo ple t o

w atc h it in a p re d ein ed s e q uen ce . M ost v ie w ers w on’t s it t h ro ugh r a m blin g o r r e p etit iv e v id eo s, s o ig u re o ut w hat y o ur p oin t is a n d

dete rm in e t h e b rie fe st p ossib le w ay t o m ake it .

RE AL-T IM E UP DAT ES /

L E ARN M ORE B Y RE AD IN G T H IS AR TIC LE

U sin g S n ap ch at f o r b usin ess c o m munic a tio n

W it h it s m assiv e a n d s till- g ro w in g a u die n ce , it ’s n o s u rp ris e t h at t h e p hoto - a n d v id eo -s h arin g n etw ork h as c a u gh t t h e a tte n tio n o f

busin ess c o m munic a to rs. G o t o re a l-t im eu pdate s.c o m /b ct1 4 ( h ttp :/ /re al- tim eu pdate s.c o m /b ct1 4) a n d s e le ct L earn M ore in t h e S tu den ts

s e ctio n.

Sce n e c o m posit io n . V is u aliz e w hat t h e c a m era is g o in g t o s e e. I f y o u’r e d em onstr a tin g a n ew p ro duct, f o r e xa m ple , d o y o u w an t p eo ple t o

s e e it in a r e alis tic s e ttin g, o r w ould it b e b ette r t o u se a “ c le an s ta ge” s o t h at n oth in g e ls e w ill c o m pete f o r t h e v ie w er’s a tte n tio n? F o r “ ta lk in g

head ” v id eo s, in w hic h s o m eo ne t a lk s d ir e ctly in to t h e c a m era a t c lo se r a n ge, a n u nclu tte re d b ack g ro und is p re fe rre d u nle ss t h e s e ttin g is

r e le va n t. H ow eve r, y o u d on’t n eed t o r e so rt t o a b are w hit e w all b eh in d t h e s u bje ct; t h is c a n m ake t h e v id eo f e el m ore lik e a n in te rro ga tio n. A

t a ste fu lly d eco ra te d o fic e c a n lo ok u nclu tte re d w it h out f e elin g s ta rk o r c o ld . T hin k c a re fu lly a b out t h e o ve ra ll e n vir o nm en t a s w ell. T ry in g t o

c o nduct a n in te rv ie w o uts id e o r a t a b usy t r a d esh ow , f o r e xa m ple , c a n b rin g a ll k in ds o f n ois e a n d v is u al d is tr a ctio ns in to t h e e q uatio n.

Ju st a s p ain te rs c o m pose a s ce n e, w it h a v id eo c a m era y o u c o m pose a s ce n e b y m akin g d ecis io ns a b out w hat t o s h ow a n d

w here t o p la ce y o ur c a m era .

C am era p la ce m en t. A s y o u v is u aliz e t h e s ce n e o r s ce n es y o u p la n t o s h oot, t h in k a b out w here t o p la ce y o ur c a m era . W id e, m ed iu m , a n d

clo se -u p p osit io ns e ach h ave t h eir o w n s tr e n gth s a n d w eakn esse s, d ep en din g o n w hat y o u’r e t r y in g t o c o nve y. F o r e xa m ple , s h ow in g a w id e

sh ot o f a c ro w d’s r e actio n c a n e m phasiz e t h e e m otio nal im pact o f a s p eech , b ut a w id e s h ot lo okin g a t t h e s p eake r f r o m a d is ta n ce w ill h ave

le ss im pact b eca u se v ie w ers w on’t a b le t o s e e t h e e m otio ns o n t h e s p eake r’s f a ce . A s a t e ch nic a l p oin t, p osit io n t h e c a m era a s c lo se a s y o u

ca n f o r t h e s h ot y o u’r e t r y in g t o a ch ie ve , r a th er t h an u sin g t h e c a m era ’s z o om c a p ab ilit y . U sin g z o om m ake s t h e r e co rd in g m ore v u ln era b le t o

s h akin g a n d m ake s it m ore d if ic u lt f o r y o u ( o r t h e c a m era ’s a u to fo cu s f u nctio n) t o k e ep t h e p ic tu re in f o cu s. 2 0

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003D CA )

If y o u n eed t o z o om b eca u se y o u c a n ’t g et t h e c a m era c lo se e n ough , b e s u re t o u se optic al zoom o nly , n ot digit al zoom , w hic h r e d uce s t h e

pic tu re q ualit y .

L ig h tin g. G ood lig h tin g is e sse n tia l f o r a q ualit y p ro ductio n, w hic h is w hy p ro fe ssio nals s o m etim es s p en d h ours lig h tin g a s in gle s h ot.

L ig h tin g c a n b e a c o m plic a te d s u bje ct, b ut f o r m ost b usin ess v id eo s, t h e s im ple st s o lu tio n is t o g et a s tr o ng b ut s o ft lig h t d ir e cte d f r o m b eh in d

th e c a m era t o w ard t h e s u bje ct ( p erso n, p la ce , o r t h in g) b ein g ilm ed . T his e n su re s t h at t h e s u bje ct is w ell lit a n d t h at t h e c a m era ’s e x p osu re

s e ttin gs a re n ’t o ve rw helm ed b y e x tr a n eo us lig h t c o m in g f r o m t h e b ack g ro und. P ro fe ssio nals u se la rg e “ s o ftb oxe s,” r e le cto rs, a n d o th er

sp ecia l e q uip m en t t o d ir e ct lig h t o nto t h eir s u bje cts , b ut y o u c a n o fte n t a ke a d va n ta ge o f w in dow s a n d n atu ra l d ay lig h t. 2 1

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003D CC )

If y o u h ave a rti ic ia l lig h tin g t h at is t o o h arsh , y o u c a n s o fte n t h e lig h t b y ilt e rin g it t h ro ugh p arc h m en t p ap er. 2 2

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003D CE) /

When ilm in g p eo ple , b e p artic u la rly c a re fu l a b out s tr o ng o ve rh ead lig h ts , w hic h c a n c re ate u nla tte rin g s h ad ow s. A nd w hen s h ootin g

outs id e, lo ok f o r lo ca tio ns in f u ll s h ad e if p ossib le t o a vo id t h e d eep s h ad ow s c re ate d b y d ir e ct s u nlig h t. 2 3

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003D D0)

In ve st t h e t im e a n d, if n ece ssa ry, t h e m oney t o g et g o od lig h tin g; it is e sse n tia l t o q ualit y v id eo p ro ductio n.

So u nd. Y o ur c a m era o r s m artp hone p ro bab ly h as a m ic ro phone t o r e co rd s o und a lo ng w it h v id eo , b ut in m ost c a se s y o u s h ould u se a n

ex te rn al m ic ro phone in ste ad . T he r e aso n is t h at t h e c a m era ’s m ic ro phone w ill p ic k u p t o o m uch n ois e b eca u se it is t o o f a r a w ay f r o m t h e

perso n o r p erso ns w ho a re s p eakin g, a n d t h ese omnidir ectional m ic ro phones p ic k u p s o und f r o m e ve ry a n gle . 24

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003D D2)

In m ost c a se s t h e b est s o lu tio n is t o p in a s m all la valier e m ic ro phone o n e ach s p eake r’s la p el. N ote t h at y o u c a n a ls o r e co rd o ne o r m ore

a u dio s o urc e s s e p ara te ly ( if y o u h ave s p eake rs in d if fe re n t lo ca tio ns, f o r in sta n ce ) a n d m ix t h em t o geth er in p ostp ro ductio n.

Sh ot l is t. T he d ir e cto r a n d p ro fe ssio nal v id eo gra p her S te ve S to ck m an a d vis e s t o a lw ay s t h in k o f a v id eo in t e rm s o f d is cre te s h ots , r a th er

th an a s o ne e n dle ss r e co rd in g. 25

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003D D4)

Yo u c a n im agin e s h ots a s t h e e q uiv a le n t o f s u bse ctio ns o r e ve n t h e p ara gra p hs in a r e p ort, e ach o ne le ad in g s m ooth ly t o t h e n ex t. P re p arin g

a shot list a h ead o f t im e h elp s y o u id en tif y a ll t h e f o ota ge y o u n eed t o c a p tu re , a n d it s e rv e s a s a c h eck lis t w hen y o u’r e s h ootin g. A nd g o in g

beyo nd a s h ot lis t, w hen eve r y o u’r e c re atin g a v id eo sp eci ic a lly ( a s o ppose d t o r e co rd in g a t r a in in g s e ssio n o r s o m e o th er e ve n t) , c o nsid er

w rit in g a s crip t t h at d escrib es e ve ry s ce n e a n d v is u al a n d c o nta in s s p eakin g n ote s o r e ve n f u lly w rit te n d ia lo gu e. S o m e p eo ple a re a d ep t a t

im pro vis in g, a n d t h is is o fte n in e f o r in fo rm al t u to ria ls a n d o th er p urp ose s. H ow eve r, f o r im porta n t v id eo s, a s crip t is a d vis e d . T he s crip t is

a ls o a n im porta n t p la n nin g a n d c o m munic a tio n t o ol, h elp in g y o u m ake s u re a ll t h e p ie ce s a n d p eo ple a re r e ad y w hen it ’s t im e t o s h oot. 2 6

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003D D6)

A s h ot lis t s e rv e s a s y o ur o utlin e a n d c h eck lis t w hile y o u’r e ilm in g.

B -r o ll m ate ria l. T he “ B -r o ll” is a n oth er le ga cy t e rm f r o m ilm . I t r e fe rs t o a c o lle ctio n o f s e co ndary s h ots t h at c a n la te r b e e d it e d in t o a d d

vis u al in te re st, s m ooth o ve r t r a n sit io ns, o r o th erw is e im pro ve t h e lo w o f t h e in is h ed p ro duct. 2 7

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003D D8)

F o r e xa m ple , a n in te rv ie w w it h y o ur c o m pan y’s CE O w ill lo ok f a ir ly s ta tic a fte r a f e w m in ute s, b ut y o u c a n la te r c u t in f o ota ge o r im ages o f

yo ur c o m pan y’s p ro ducts , w eb sit e , c u sto m ers, m an ufa ctu rin g f a cilit ie s, o r o th er r e la te d s ce n es o r im ages. T he v id eo gra p her J e ffe rso n

G ra h am m ake s it a p oin t t o s h ow a n im age o r c lip o f a n yth in g m en tio ned b y a n arra to r o r in te rv ie w s u bje ct. 2 8

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003D DA)

D urin g p ostp ro ductio n, y o u c a n w eave t o geth er y o ur p rim ary f o ota ge w it h B -r o ll v id eo c lip s a n d s till im ages, u sin g t h e a u dio t o m ain ta in

c o ntin uit y f r o m s ta rt t o in is h . A udie n ce s w ill s till g et t h e f u ll s p oke n m essa ge, o nly w it h a m ore in te re stin g v is u al p re se n ta tio n. /

B-r o ll is ilm t e rm in olo gy f o r e x tr a s ce n es a n d im ages t h at c a n e n han ce y o ur in al p ro ductio n.

In a d dit io n t o t h ese p la n nin g c o nsid era tio ns, b e s u re t o id en tif y a n d p re p are a ll t h e e q uip m en t t h e s h oot w ill r e q uir e , f r o m c a m era (s ) t o lig h ts t o

p ro ps. I f y o u p la n t o u se a s m artp hone a s y o ur v id eo c a m era , c h eck o ut s o m e o f t h e a p ps t h at g iv e y o u m ore c o ntr o l t h an t h e p hone’s b uilt -in

s o ftw are p ro vid es.

RE AL-T IM E UP DAT ES

L E ARN M ORE B Y V IS IT IN G T H IS W EB SIT E

G re at a d vic e f o r g e ttin g s ta rte d i n d ig it a l v id eo

In die F ilm M akin g o ffe rs a w ealt h o f a d vic e o n p ro ducin g q ualit y v id eo s. G o t o re a l-t im eu pdate s.c o m /b ct1 4 ( h ttp :/ /re al- tim eu pdate s.c o m /b ct1 4)

an d s e le ct L earn M ore in t h e S tu den ts s e ctio n.

S T EP 2 : P R O D UC TIO N

Wit h a ll y o ur p re p ro ductio n d one, y o u’r e r e ad y t o s h oot y o ur v id eo . T hese f o ur t ip s w ill h elp y o u c o lle ct g re at f o ota ge: /

Fig u re 9 .1 6 F ra m in g Y o u r S h ots : F in din g t h e R ig h t R an ge

D ecis io ns a b out h ow y o u f r a m e y o ur s h ots c a n h ave a d ra m atic e ffe ct o n in fo rm atio n d eliv e ry a n d e m otio nal im pact. Co mpare t h e e ffe ct o f t h ese lo ng,

m ed iu m , a n d c lo se s h ots , f o r e xa m ple . R em em ber t h at y o ur v ie w ers c a n s e e e ve ry th in g t h e c a m era s e es, b ut o nly w hat t h e c a m era s e es.

D ig it a l V is io n /G etty I m ages

F ra m e e a ch s h ot c a re fu lly . F raming r e fe rs t o t h e d ecis io ns y o u m ake r e ga rd in g w hat t h e c a m era s e es a n d d oesn ’t s e e w hen y o u a im it ( s e e

F ig u re 9 .1 6

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003b3d# P7001012451000000000000000003B A D )

). F o r e xa m ple , if y o u’r e ilm in g s o m eo ne d em onstr a tin g a p ro duct, y o u’ll h ave t o d ecid e w here t h e c a m era s h ould b e a im ed f o r e ach o f y o ur

pla n ned s h ots . I f t h e p re se n te r is t a lk in g a t o ne p oin t w it h out u sin g t h e p ro duct, y o u m ig h t f r a m e t h e s h ot t o e m phasiz e t h e s p eake r’s f a ce .

T hen w hen t h e p re se n te r in te ra cts w it h t h e p ro duct, y o u m ig h t f r a m e t h e s h ot t o em phasiz e h is o r h er h an ds. J u st r e m em ber t h e o bvio us b ut

so m etim es o ve rlo oke d p oin t t h at t h e v ie w er s e es e ve ry th in g t h e c a m era s e es—b ut o nly w hat t h e c a m era s e es. F ra m in g d ecis io ns a re

p artic u la rly im porta n t if y o ur v id eo s w ill b e w atc h ed o n s m all- s cre en m obile d ev ic e s, b eca u se s m all s cre en s c a n lim it t h e a m ount o f d eta il

v ie w ers c a n s e e c le arly . T he q uestio n o f b ala n ce ( s e e p age 2 32

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# page_2 32) ) is im porta n t a s w ell.

K eep in g a s p eake r’s f a ce in t h e c e n te r o f t h e s cre en c a n lo ok d ull a n d r ig id a fte r a w hile , s o e x p erim en t w it h p osit io nin g h im o r h er ju st o ff-

c e n te r t o c re ate a m ore d yn am ic a lly b ala n ce d s ce n e ( s e e F ig u re 9 .1 7

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003b3d# P7001012451000000000000000003B BE)

). A ls o , s e arc h f o r in te re stin g a n gle s f o r t h e s h ots y o u h ave p la n ned . 29

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In a d dit io n t o ilm in g t h e s u bje ct h ead o n, f o r e xa m ple , y o u m ig h t g et s o m e f o ota ge o f h im o r h er f r o m t h e s id e o r f r o m h ig h o r lo w

p ersp ectiv e s.

F ig u re 9 .1 7 F ra m in g Y o u r S h ots : F in din g t h e R ig h t B ala n ce

V is u al b ala n ce is a n oth er k e y d ecis io n w hen f r a m in g y o ur s h ots . F o r a c lo se -u p o f a p erso n s p eakin g d ir e ctly t o c a m era , f o r e xa m ple ,

p osit io nin g t h e s u bje ct s lig h tly o ff c e n te r m ake s t h e s ce n e f e el m ore d yn am ic . T his a ls o g iv e s y o u r o om t o d is p la y t e x t o n s cre en , if d esir e d .

K eep t h e c a m era s till. I f t h e c a m era m ove s a ro und—i nte n tio nally o r u nin te n tio nally —d urin g a s h ot, t h e r e su lt in g f o ota ge p uts a g re ate r

d em an d o n y o ur v ie w ers. S h aky v id eo f r o m a h an dheld c a m era is u nco m fo rta b le t o w atc h , s o w hen eve r p ossib le , u se a t r ip od o r o th er

sta b iliz in g a rra n gem en t. A nd in te n tio nally m ovin g t h e c a m era f o rc e s v ie w ers t o p ro ce ss a d dit io nal v is u al in fo rm atio n t h at m ay o r m ay n ot b e

re le va n t. 3 0

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M ovin g d urin g a s h ot a ls o c h an ges t h e b ack g ro und a n d lig h tin g b eca u se t h e c a m era is lo okin g a t t h e s ce n e d if fe re n tly . S o m etim es y o u d on’t

h ave a c h oic e a n d h ave t o f o llo w a m ovin g s u bje ct, b ut d on’t m ove t h e c a m era w hile ilm in g u nle ss y o u r e ally n eed t o .

R esis t t h e t e m pta tio n t o m ove a ro und w it h y o ur c a m era w hile ilm in g u nle ss it is a b so lu te ly n ece ssa ry. /

Ta ke B -r o ll f o ota ge. I n a d dit io n t o t h e B -r o ll s h ots y o u p la n ned in p re p ro ductio n, k e ep a n e ye o ut f o r o th er in te re stin g s ce n es a n d im ages

th at m ig h t e n han ce t h e in is h ed v id eo . I t’s b ette r t o s h oot lo ts o f f o ota ge y o u d on’t u se t h an t o r e gre t n ot c a p tu rin g s o m eth in g w hen y o u h ad

th e c h an ce .

D on ’t u se t h e s p ecia l e ffe cts i n y o u r c a m era . M an y v id eo c a m era s c a n a d d s p ecia l e ffe cts s u ch a s p ix ila tio n o r “ o ld -tim ey ” s e p ia t o nes, b ut

usin g t h ese f e atu re s in t h e c a m era u su ally p erm an en tly a lt e rs t h e v id eo . I n ste ad , e x p ort “ c le an ” f o ota ge t o y o ur e d it in g s o ftw are a n d a d d a n y

effe cts in p ostp ro ductio n, w here y o u c a n e asily u ndo a n yth in g y o u t r y. 3 1

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S T EP 3 : P O ST PR O D UC TIO N

MOBIL E A PP

Vid eo sh op o ffe rs a v a rie ty o f p ostp ro ductio n t o ols f o r e n han cin g m obile v id eo s r ig h t o n y o ur p hone.

P o stp ro ductio n ( o fte n r e fe rre d t o s im ply a s “ p ost” ) is w here in te re stin g, h ig h -q ualit y v id eo s c o m e t o lif e , a s y o u u se e d it in g s o ftw are t o w eave y o ur

m ain f o ota ge a n d B -r o ll f o ota ge in to a s e am le ss s h ow a n d e n han ce it w it h m usic , t it le s, a n d o th er e le m en ts . P o stp ro ductio n a ls o le ts y o u c u t o ut

clu m sy b it s o f f o ota ge, r e co rd n arra tio n, p ote n tia lly r e p la ce s e ctio ns o f d ia lo gu e, a n d m ake o th er ix e s. W it h e ve n lo w -c o st v id eo e d it in g s o ftw are , y o u

ca n p ro duce s u rp ris in gly s o phis tic a te d v id eo s.

H ere is a g en era l o ve rv ie w o f t h e p ostp ro ductio n p ro ce ss: 3 2

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P o stp ro ductio n in vo lv e s t h e u se o f v id eo e d it in g s o ftw are t o p la ce a ll y o ur v id eo a n d a u dio e le m en ts in t h e d esir e d s e q uen ce .

1. T ra n sfe r y o ur v id eo f o ota ge t o y o ur c o m pute r a n d lo ad it in to t h e e d it in g s o ftw are .

2. E va lu ate y o ur m ate ria l, id en tif y in g t h e s h ots y o u w an t t o k e ep a n d t h ose y o u c a n d ele te .

3. U se c u t a n d p aste t o m ove s e ctio ns o f v id eo a ro und a s n eed ed t o p ut t h e s to ry in t h e d esir e d o rd er.

4. W eave in B -r o ll im ages a n d c lip s. Y o ur c o m pan y m ig h t a ls o h ave a s ta n dard lib ra ry o f m ed ia e le m en ts t o u se in v id eo s, in clu din g lo go s o r

in tr o ducto ry s e q uen ce s.

5. A dd t r a n sit io ns ( s u ch a s a b le n d o r q uic k f a d e t o b la ck ) b etw een v id eo s e gm en ts , if d esir e d .

6. Sy n ch ro niz e t h e m ain a u dio t r a ck w it h t h e v id eo a n d r e co rd n arra tio n a s n eed ed . /

7. Add a n intr o ( a b rie f s e q uen ce a t t h e b egin nin g) a n d a n outr o ( a b rie f s e q uen ce a t t h e e n d). B usin ess v id eo s o fte n in clu de c o m pan y lo go s,

w eb sit e U RLs, a n d o th er b ra n din g e le m en ts in in tr o s a n d o utr o s. I n tr o s a n d o utr o s o fte n c o nta in b rie f m usic a l s e gm en ts a s w ell a s a w ay t o

t r a n sit io n in to a n d o ut o f t h e s p oke n p ortio n o f t h e v id eo .

8. A dd t e x t t it le s a n d o th er f e atu re s a s n eed ed .

9. Cr eate a d is tr ib uta b le ile . V id eo e d it o rs g iv e y o u a v a rie ty o f o utp ut o ptio ns a t d if fe re n t ile s iz e s a n d s cre en r e so lu tio ns, a n d s o m e le t y o u

uplo ad d ir e ctly t o Y o uTu be.

A s m ore a n d m ore c o m pan ie s r e ly o n v id eo f o r in te rn al a n d e x te rn al c o m munic a tio n, le arn in g s o m e b asic v id eo s k ills w ill m ake y o u a m ore e ffe ctiv e

a n d m ore v a lu ab le c o m munic a to r. F o r m ore o n p la n nin g a n d p ro ducin g b usin ess v id eo , v is it r e a l-t im eu pdate s.c o m /b ct1 4 ( h ttp :/ /re al-

t im eu pdate s.c o m /b ct1 4) a n d s e le ct C h ap te r 9

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C O M M UNIC AT IO N C H ALLEN GES A T GoPr o

Yo u’v e jo in ed t h e c u sto m er e n ga gem en t t e am a t G oPro , w here y o ur r e sp onsib ilit ie s in clu de c re atin g t r a in in g m ate ria ls t o h elp c u sto m ers u se t h eir

G oPro c a m era s m ore e ffe ctiv e ly . A pply w hat y o u’v e le arn ed in t h is c h ap te r a n d t h ro ugh out t h e c o urse t o t h e f o llo w in g c h alle n ges.

IN D IV ID UAL C H AL LE N GE: A s h ot lis t is a n im porta n t p la n nin g t o ol, p artic u la rly f o r c o m plic a te d p ro je cts a n d s it u atio ns in w hic h y o u h ave lim it e d t im e

an d o pportu nit ie s t o c a p tu re t h e f o ota ge y o u n eed . Y o ur t a sk is t o c re ate a s a m ple s h ot lis t t h at c u sto m ers c a n u se t o p la n t h eir o w n lis ts . I d en tif y a

p art o f y o ur c o lle ge c a m pus o r a s e ctio n o f y o ur lo ca l a re a t h at h as s ix d is tin ct p oin ts o f in te re st o r s p ecia l f e atu re s. I m agin e t h at y o u w ill b e

pro ducin g a n o rie n ta tio n v id eo , a n d p re p are a s h ot lis t t h at id en ti ie s s ix lo ca tio ns w here y o u w ould lik e t o ilm . F o r e ach lo ca tio n, d escrib e t h e

sp eci ic s h ots y o u w ould lik e t o g et. F o r e xa m ple , if y o u’v e c h ose n a m onum en t in y o ur t o w n, y o u m ig h t w an t a w id e-s cre en s h ot t o e sta b lis h t h e

se ttin g a n d a c lo se -u p s h ot t h at p an s u p t h e m onum en t t o s h ow it in d eta il.

T EAM C H AL LE N GE: W it h a t e am a ssig n ed b y y o ur in str u cto r, y o ur t a sk is t o p la n a n d p ro duce a s im ple t h re e- t o f o ur-m in ute v id eo t h at s h ow s v ie w ers

h ow t o u se s o m e o f t h e m ore im porta n t f e atu re s o f a s m artp hone. ( Ch oose a n y p hone t h at s o m eo ne o n y o ur t e am h as.) T he p urp ose o f t h e v id eo is t o

s e rv e a s a s a m ple f o r G oPro u se rs w ho w an t t o ilm p ro ductio n d em onstr a tio n v id eo s. T hre e o r f o ur m in ute s is n ’t a lo t o f t im e, s o lim it y o ur s co pe t o

o nly a h an dfu l o f m ajo r f e atu re s. F o llo w t h e p re p ro ductio n, p ro ductio n, a n d p ostp ro ductio n s te p s d escrib ed o n p ages 2 51

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(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003b3d# page_2 53) , t h en p re se n t y o ur v id eo t h e c la ss.

T he e m phasis w it h t h is p ro ce ss is o n c le ar a n d e ffe ctiv e c o m munic a tio n, n ot p ro fe ssio nal- g ra d e p ro ductio n q ualit y , s o d on’t w orry t o o m uch a b out

fa n cy e ffe cts o r a n e la b ora te s e t. I n ste ad , f o cu s y o ur e ffo rts o n c re atin g a v id eo t h at c o m munic a te s y o ur k e y p oin ts w ell. /

Quick L ea rn in g G uid e

KEY T ERM S

are a c h art A noth er n am e f o r a s u rfa ce c h art

b ar c h art Ch art t h at p ortr a y s q uan tit ie s b y t h e h eig h t o r le n gth o f it s r e cta n gu la r b ars

b u bble d ia gra m Ch art t h at e x p an ds t h e s ca tte r d ia gra m id ea t o t h re e v a ria b le s, w it h t h e s iz e o f t h e b ubble r e p re se n tin g t h e t h ir d v a ria b le

c a p tio n B rie f c o m men ta ry o r e x p la n atio n t h at a cco m pan ie s a v is u al

d ata v is u aliz a tio n A d iv e rse c la ss o f d is p la y s t h at c a n s h ow e n orm ous s e ts o f d ata in a s in gle v is u al o r s h ow t e x t a n d o th er c o m ple x in fo rm atio n

vis u ally

d esc rip tiv e t it le T it le t h at s im ply id en ti ie s t h e t o pic o f a n illu str a tio n

lo w ch art P ro ce ss d ia gra m t h at illu str a te s a s e q uen ce o f e ve n ts f r o m s ta rt t o in is h

G an tt c h art T he b est-k n ow n t y p e o f t im e lin e c h art

in fo gra p hic s D ia gra m s t h at c o nta in e n ough v is u al a n d t e x tu al in fo rm atio n t o f u nctio n a s in dep en den t, s ta n dalo ne d ocu m en ts

in fo rm ativ e t it le T it le t h at h ig h lig h ts t h e c o nclu sio n t o b e d ra w n f r o m t h e d ata

le gen d A “ k e y ” t h at h elp s r e ad ers d eco de a v is u al b y e x p la in in g w hat v a rio us c o lo rs, s y m bols , o r o th er d esig n c h oic e s m ean

lin e c h art Ch art t h at illu str a te s t r e n ds o ve r t im e o r p lo ts t h e r e la tio nsh ip o f t w o o r m ore v a ria b le s

o rg a n iz a tio n c h art D ia gra m t h at illu str a te s t h e p osit io ns, u nit s , o r f u nctio ns o f a n o rg a n iz a tio n a n d t h eir r e la tio nsh ip s

p ic to gra m Ch art t h at p ortr a y s d ata a s s y m bols in ste ad o f w ord s o r n um bers

p ie c h art Ci rc u la r c h art t h at s h ow s h ow t h e p arts o f a w hole a re d is tr ib ute d

sc a tte r d ia gra m Ch art t h at p lo ts d is cre te d ata p oin ts , w it h o ne v a ria b le a lo ng t h e x (horiz ontal) axis and another along the y (vertic al) axis

su rfa ce c h art F o rm o f lin e c h art w it h a c u m ula tiv e e ffe ct; a ll t h e lin es a d d u p t o t h e t o p lin e, w hic h r e p re se n ts t h e t o ta l

ta ble A s y ste m atic a rra n gem en t o f d ata in c o lu m ns a n d r o w s

tim e l in e c h art Ch art t h at s h ow s h ow m uch t im e is n eed ed t o c o m ple te e ach t a sk in a p ro je ct

tit le T e x t t h at id en ti ie s t h e c o nte n t a n d p urp ose o f a v is u al

vis u al l it e ra cy T he a b ilit y t o c re ate e ffe ctiv e im ages a n d t o c o rre ctly in te rp re t s u ch im ages /

vis u al s y m bolis m T he c o nnota tiv e ( a s o ppose d t o t h e d en ota tiv e , o r lit e ra l) m ean in g o f v is u als

X Y d ia gra m A noth er n am e f o r a s ca tte r d ia gra m

S UM MAR Y O F L E ARN IN G O BJE C T IV ES

1 Exp la in t h e p ow er o f b u sin ess i m ages, d is c u ss s ix p rin cip le s o f g ra p hic d esig n t h at h elp e n su re e ffe ctiv e v is u als , a n d e x p la in

h ow t o a vo id e th ic a l l a p se s w hen u sin g v is u als . W ell- d esig n ed v is u al e le m en ts c a n e n han ce t h e c o m munic a tio n p ow er o f t e x tu al

m essa ges a n d, in s o m e in sta n ce s, e ve n r e p la ce t e x tu al m essa ges. V is u als c a n o fte n c o nve y s o m e m essa ge p oin ts ( s u ch a s s p atia l

re la tio nsh ip s, c o rre la tio ns, p ro ce d ure s, a n d e m otio ns) m ore e ffe ctiv e ly a n d m ore e fic ie n tly t h an w ord s. I n t h e n um bers-o rie n te d w orld o f

w ork , r e ad ers r e ly h eav ily o n t r e n d lin es, d is tr ib utio n c u rv e s, a n d o th er v is u al p re se n ta tio ns o f n um eric q uan tit ie s. V is u als a ttr a ct a n d h old

p eo ple ’s a tte n tio n, h elp in g y o ur a u die n ce u ndersta n d a n d r e m em ber y o ur m essa ge. V is u als a re a ls o a n e ffe ctiv e w ay t o c o m munic a te w it h

d iv e rse a u die n ce s.

W hen p re p arin g v is u als , ( 1 ) u se e le m en ts o f d esig n c o nsis te n tly s o y o u d on’t c o nfu se y o ur a u die n ce ; ( 2 ) u se c o lo r a n d o th er e le m en ts t o

s h ow c o ntr a st e ffe ctiv e ly ; ( 3 ) s tr iv e f o r a v is u al b ala n ce , e it h er f o rm al o r in fo rm al, t h at c re ate s a f e el t h at is a p pro pria te f o r y o ur o ve ra ll

m essa ge; ( 4 ) u se d esig n c h oic e s t o d ra w a tte n tio n t o k e y e le m en ts a n d t o v is u ally d ow npla y le ss im porta n t it e m s; ( 5 ) u ndersta n d a n d

fo llo w d esig n c o nve n tio ns t h at y o ur a u die n ce e x p ects ( e ve n if t h e e x p ecta tio n is s u bco nscio us), a lt h ough y o u c a n c o nsid er u nco nve n tio nal

d esig n c h oic e s if t h ey p ro m is e t o c o nve y y o ur m essa ge m ore e ffe ctiv e ly ; a n d ( 6 ) s tr iv e f o r s im plic it y in a ll y o ur v is u als , m akin g d esig n

d ecis io ns t h at e n han ce t h e r e ce p tio n a n d u ndersta n din g o f in fo rm atio n r a th er t h an o bscu re o r c o nfu se it .

Co mmunic a to rs a re r e sp onsib le f o r a vo id in g b oth in te n tio nal a n d u nin te n tio nal e th ic a l la p se s w hen u sin g v is u al e le m en ts . T hey c a n w ork

to a vo id t h ese la p se s b y ( 1 ) c o nsid erin g a ll p ossib le in te rp re ta tio ns—a nd m is in te rp re ta tio ns—o f t h eir m essa ges a n d a vo id in g d esig n

ch oic e s t h at c o uld le ad t o u nw an te d in te rp re ta tio ns; ( 2 ) p ro vid in g s u fic ie n t c o nte x t, w heth er v is u al o r v e rb al, f o r a u die n ce s t o u ndersta n d

th e m ean in g a n d s ig n i ic a n ce o f v is u als ; ( 3 ) n ot h id in g o r m in im iz in g n ega tiv e in fo rm atio n t h at r u ns c o unte r t o t h eir a rg u m en ts ; ( 4 ) n ot

exa ggera tin g in fo rm atio n t h at s u pports t h eir a rg u m en ts ; ( 5 ) n ot o ve rsim plif y in g c o m ple x s it u atio ns b y h id in g c o m plic a tio ns t h at a re

re le va n t t o t h e a u die n ce ’s u ndersta n din g; ( 6 ) n ot im ply in g c a u se -a n d-e ffe ct r e la tio nsh ip s w it h out p ro vid in g p ro of t h at t h ey e x is t; ( 7 )

avo id in g e m otio nal m an ip ula tio n o r o th er f o rm s o f c o erc io n; a n d ( 8 ) b ein g c a re fu l w it h t h e w ay t h ey a ggre ga te d ata .

2 E xp la in h ow t o c h oose w hic h p oin ts i n y o u r m essa ge t o i llu str a te . T o d ecid e w hic h p oin ts t o illu str a te , ir st s te p b ack a n d c o nsid er

th e o ve ra ll lo w o f y o ur m essa ge f r o m t h e a u die n ce ’s p oin t o f v ie w . I d en tif y e le m en ts o f t h e m essa ge t h at m ig h t b e c o m ple x , v u ln era b le t o

m is in te rp re ta tio n, o r e ve n d ull. L ook f o r c o nnectio ns b etw een id eas t h at s h ould b e h ig h lig h te d o r e x te n siv e c o lle ctio ns o f d ata a n d o th er

d is cre te f a ctu al c o nte n t t h at m ig h t b e d if ic u lt t o r e ad in t e x tu al f o rm at.

3 D esc rib e t h e m ost c o m mon o p tio n s f o r p re se n tin g d ata i n a v is u al f o rm at. T he v is u als m ost c o m monly u se d t o p re se n t d ata

in clu de t a b le s, lin e a n d s u rfa ce c h arts , b ar c h arts , p ic to gra m s, G an tt c h arts , s ca tte r a n d b ubble d ia gra m s, a n d p ie c h arts . Y o u w ill p ro bab ly

u se lin e, b ar, a n d p ie c h arts m ost o fte n in y o ur b usin ess c o m munic a tio n e ffo rts . M ovin g b eyo nd b asic d is p la y f o rm ats , d esig n ers c o ntin ue

to in ve n t n ew d ata v is u aliz a tio n t o ols t o p re se n t la rg e o r c o m ple x s e ts o f d ata .

4 D esc rib e t h e m ost c o m mon o p tio n s f o r p re se n tin g i n fo rm atio n , c o n ce p ts , a n d i d ea s. A m ong t h e m ost c o m monly u se d v is u al

fo rm ats in b usin ess c o m munic a tio n a re lo w ch arts ( w hic h d ep ic t a s e q uen ce o f e ve n ts in a p ro ce ss), o rg a n iz a tio n c h arts ( w hic h s h ow t h e /

re la tio nsh ip s a m ong p eo ple o r e le m en ts in a n o rg a n iz a tio n), v a rio us t y p es o f m ap s ( in clu din g d ata -d riv e n m ap d is p la y s m ad e p ossib le b y

geo gra p hic in fo rm atio n s y ste m s), illu str a tio ns ( w hic h a re o fte n u se d in ste ad o f p hoto gra p hs b eca u se t h ey c a n f o cu s a tte n tio n o n s p eci ic

p arts o f a n o bje ct) , d ia gra m s ( u se d t o c o nve y d esig n s, in te rre la te d id eas, a n d o th er c o m ple x e n tit ie s), p hoto gra p hs ( u se d w hen r e alis m o r

em otio nal im pact is im porta n t) , a n d in fo gra p hic s ( h yb rid e le m en ts t h at c o nta in e n ough t e x tu al a n d v is u al in fo rm atio n t o f u nctio n a s

sta n dalo ne d ocu m en ts ).

5 E xp la in h ow t o i n te gra te v is u als w it h t e x t a n d l is t t h re e c rit e ria t o r e v ie w i n o rd er t o v e rify t h e q u alit y o f y o u r v is u als . T o

in te gra te v is u als w it h t e x t, s tr iv e f o r a b ala n ce b etw een t e x t a n d v is u als ; r e fe r t o v is u als c le arly ; p la ce v is u als t o m axim iz e t h e s m ooth lo w

o f r e ad in g; a n d w rit e h elp fu l t it le s, c a p tio ns, a n d le gen ds. T o v e rif y t h e q ualit y o f y o ur v is u als , m ake s u re e ve ry v is u al is a ccu ra te ( th ere a re

n o m is ta ke s o r m is sin g in fo rm atio n), p ro perly d ocu m en te d ( th e c re ato r o f a n y u nderly in g d ata u se d in t h e v is u al h as b een g iv e n c o m ple te

c re d it ) , a n d h onest ( th e v is u al h onestly r e ve als t h e r e al m ean in g o f t h e u nderly in g d ata o r in fo rm atio n).

6 Id en tify t h e m ost i m porta n t c o n sid era tio n s i n t h e p re p ro d uctio n , p ro d uctio n , a n d p ostp ro d uctio n s ta ges o f p ro d ucin g b asic

b u sin ess v id eo s. T he k e y t a sk s in t h e p re p ro ductio n s ta ge a re v e rif y in g y o ur p urp ose a n d s co pe, t h in kin g a b out t h e c o m posit io n o f t h e

sce n es y o u w an t t o ilm , d ecid in g w here y o u’ll p la ce y o ur c a m era (s ), p la n nin g lig h tin g, m akin g a rra n gem en ts f o r s o und r e co rd in g, w rit in g a

s h ot lis t o r f u ll s crip t a s a p pro pria te , a n d id en tif y in g B -r o ll m ate ria l t h at w ill e n han ce t h e in al v id eo .

D urin g t h e p ro ductio n s ta ge, b e s u re t o f r a m e e ach s h ot c a re fu lly , k e ep t h e c a m era s till w hile ilm in g u nle ss t h e s it u atio n d em an ds t h at y o u

m ove it , t a ke B -r o ll f o ota ge, a n d r e m em ber n ot t o u se t h e s p ecia l e ffe cts in y o ur c a m era s o t h at y o u c a n e x p ort c le an f o ota ge.

T he p ostp ro ductio n s ta ge g en era lly c o nsis ts o f n in e s te p s: ( 1 ) t r a n sfe r y o ur v id eo f o ota ge t o y o ur c o m pute r a n d lo ad it in to t h e e d it in g

so ftw are ; ( 2 ) e va lu ate y o ur m ate ria l, id en tif y in g t h e s h ots y o u w an t t o k e ep a n d t h ose y o u c a n d ele te ; ( 3 ) m ove s e ctio ns o f v id eo a ro und

as n eed ed ; ( 4 ) w eave in B -r o ll im ages a n d c lip s; ( 5 ) a d d t r a n sit io ns b etw een v id eo s e gm en ts , if d esir e d ; ( 6 ) s y n ch ro niz e t h e m ain a u dio

t r a ck w it h t h e v id eo a n d r e co rd n arra tio n a s n eed ed ; ( 7 ) a d d a n intr o a n d a n outr o ; ( 8 ) a d d t e x t t it le s a n d o th er f e atu re s a s n eed ed ; a n d

(9 ) c re ate a d is tr ib uta b le ile .

My B Com m Lab

Go t o m yb co m mla b.c o m ( h ttp :/ /m yb co m mla b .c o m ) to c o m ple te t h e p ro ble m s m ark e d w it h t h is ic o n .

T est Y o u r K now le d ge

To r e v ie w c h ap te r c o nte n t r e la te d t o e ach q uestio n, r e fe r t o t h e in dic a te d L earn in g O bje ctiv e .

9 -1 . W hy is s im plic it y im porta n t in b usin ess v is u als ? [L O -1 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# P7001012451000000000000000003832) /

9-2 . W hat a re t h e “ iv e Cs ” t o c o nsid er w hen d ecid in g w hic h p oin ts t o illu str a te ? [L O -2 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038a5 # P70010124510000000000000000038A 8)

9 -3 . W hat t y p e o f d ata v is u al w ould y o u u se t o illu str a te t r e n ds o ve r t im e? [L O -3 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # P70010124510000000000000000038EE)

9 -4 . W hen w ould y o u u se a b ubble d ia gra m in ste ad o f a s ca tte r d ia gra m ? [L O -3 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # P70010124510000000000000000038EE)

9 -5 . F o r w hat p urp ose s a re G an tt c h arts u se d ? [L O -3 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # P70010124510000000000000000038EE)

9 -6 . W hat is t h e p urp ose o f a d din g t it le s, c a p tio ns, a n d le gen ds t o v is u als in r e p orts ? [L O -5 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003ab 4# P7001012451000000000000000003A B7)

9 -7 . H ow d o y o u c h eck a v is u al f o r q ualit y ? [L O -5 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003ab 4# P7001012451000000000000000003A B7)

9 -8 . W hy d o e x p erts r e co m men d a ga in st u sin g t h e b uilt -in m ic ro phones in v id eo c a m era s? [L O -6 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003b3d# P7001012451000000000000000003B 40)

9 -9 . H ow d oes B -r o ll f o ota ge h elp e n han ce t h e a p peal o f b usin ess v id eo s? [L O -6 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003b3d# P7001012451000000000000000003B 40)

A pply Y o u r K now le d ge

To r e v ie w c h ap te r c o nte n t r e la te d t o e ach q uestio n, r e fe r t o t h e in dic a te d L earn in g O bje ctiv e .

9 -1 0. W hat s im ila rit ie s d o y o u s e e b etw een v is u als a n d n onve rb al c o m munic a tio n? E xp la in y o ur a n sw er. [ L O -1 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# P7001012451000000000000000003832)

9 -1 1. A fte r s tu dyin g t h e d esig n s o f c o rp ora te w eb sit e s, P en n S ta te U niv e rsit y p ro fe sso r S . S h ya m S u ndar d is co ve re d q uit e a n in te re stin g

phen om en on: T he m ore in te ra ctiv e a n d e n ga gin g a w eb sit e is , t h e m ore lik e ly v is it o rs a re t o “ b uy in to w hate ve r is b ein g a d vo ca te d ” o n t h e

sit e . I n o th er w ord s, if t w o w eb sit e s h ave id en tic a l c o nte n t, t h e s it e w it h g re ate r in te ra ctiv it y a n d m ore “ b ells a n d w his tle s” w ould b e m ore

p ersu asiv e . 33

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003D E4)

Is it e th ic a l t o in cre ase t h e p ersu asiv e p ow er o f a w eb sit e s im ply b y m akin g it m ore in te ra ctiv e ? W hy o r w hy n ot? [L O -1 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# P7001012451000000000000000003832)

9 -1 2. Y o u’r e w rit in g a r e p ort f o r t h e d ir e cto r o f h um an r e so urc e s o n im ple m en tin g t e am -b ase d m an agem en t t h ro ugh out y o ur c o m pan y. Y o u

w an t t o e m phasiz e t h at s in ce t h e n ew a p pro ach es w ere im ple m en te d s ix m onth s a go , a b se n te eis m a n d t u rn ove r h ave b een s h arp ly r e d uce d

in a ll b ut t w o d ep artm en ts . H ow d o y o u v is u ally p re se n t y o ur d ata in t h e m ost f a vo ra b le lig h t w hile m ain ta in in g h onest c o m munic a tio n?

Exp la in . [ L O -1 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# P7001012451000000000000000003832) /

9-1 3. I n a d dit io n t o t e llin g r e ad ers w hy a n illu str a tio n is im porta n t, w hy e ls e s h ould y o u r e fe r t o it in t h e t e x t o f y o ur d ocu m en t? [L O -5 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003ab 4# P7001012451000000000000000003A B7)

9 -1 4. I m agin e t h at y o u a re g o in g t o ilm y o ur in str u cto r’s n ex t le ctu re a n d y o u h ave t h e lu xu ry o f u sin g t h re e c a m era s. W here w ould y o u

posit io n t h em a n d w hy? ( If y o u a re t a kin g a n o nlin e c o urse w it h n o c la ssro om , d escrib e a g en eric c la ssro om s e ttin g.) [L O -6 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003b3d# P7001012451000000000000000003B 40)

P ra ct ic e Y o u r S k ills

M essa ges f o r A naly si s

9-1 5. M essa ge 9 .A : P re se n tin g D ata ( B ar C h arts ) [L O -1 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# P7001012451000000000000000003832) ,

[L O -3 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # P70010124510000000000000000038EE)

E xa m in e t h e b ar c h art in Fig u re 9 .1 8

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003CA 7)

an d p oin t o ut a n y p ro ble m s o r e rro rs y o u n otic e .

9 -1 6. M essa ge 9 .B : P re se n tin g D ata ( L in e C h arts ) [L O -1 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# P7001012451000000000000000003832) ,

[L O -3 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # P70010124510000000000000000038EE)

E xa m in e t h e lin e c h art in Fig u re 9 .1 9

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# P7001012451000000000000000003CB 1)

an d p oin t o ut a n y p ro ble m s o r e rro rs y o u n otic e . /

Fig u re 9 .1 8 B ar C h art f o r A naly sis

F ig u re 9 .1 9 L in e C h art f o r A naly sis

E xe rci se s /

Each a ctiv it y is la b ele d a cco rd in g t o t h e p rim ary s k ill o r s k ills y o u w ill n eed t o u se . T o r e v ie w r e le va n t c h ap te r c o nte n t, y o u c a n r e fe r t o t h e in dic a te d

L earn in g O bje ctiv e .

9 -1 7. A p ply in g V is u al D esig n P rin cip le s [L O -1 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# P7001012451000000000000000003832)

F in d t h re e v is u al p re se n ta tio ns o f d ata , in fo rm atio n, o r c o nce p ts o n a n y b usin ess s u bje ct. W hic h o f t h e t h re e m ost c le arly p re se n ts it s d ata o r

in fo rm atio n? W hat d esig n c h oic e s p ro m ote t h is le ve l o f c la rit y ? W hat im pro ve m en ts w ould y o u m ake t o t h e o th er v is u als t o m ake t h em

cle are r?

9 -1 8. C o m munic a tio n E th ic s [L O -1 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# P7001012451000000000000000003832)

U sin g a s p re ad sh eet, c re ate a b ar c h art o r lin e c h art f r o m d ata y o u in d o nlin e o r in a b usin ess p ublic a tio n. A lt e r t h e h oriz o nta l a n d v e rtic a l

sca le s in s e ve ra l w ay s t o p ro duce d if fe re n t d is p la y s o f t h e o rig in al d ata . H ow d o t h e a lt e ra tio ns d is to rt t h e in fo rm atio n? H ow m ig h t a r e ad er

d ete ct w heth er a c h art’s s ca le h as b een a lt e re d ?

9-1 9. P re se n tin g D ata ( B ar a n d P ie C h arts ) [L O -3 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # P70010124510000000000000000038EE)

A s a m ark e t r e se arc h er f o r a s ta te w id e c h ain o f c a r d eale rsh ip s, y o u’r e e xa m in in g c a r a n d t r u ck o w nersh ip a n d le ase p atte rn s a m ong s in gle

d riv e rs in v a rio us a ge g ro ups. B y d is co ve rin g w hic h a ge g ro ups h ave t h e h ig h est p erc e n ta ges o f o w ners, y o u w ill b e b ette r a b le t o t a rg et

ad ve rtis in g t h at p ro m ote s t h e le asin g o ptio n. U sin g t h e in fo rm atio n t h at f o llo w s, p re p are a b ar c h art c o m parin g t h e n um ber o f o w ners w it h

th e n um ber o f p eo ple w ho le ase in e ach a ge c a te go ry. B e s u re t o la b el y o ur c h art a n d in clu de c o m bin ed t o ta ls f o r o w ners a n d le sse es ( “to ta l

d riv e rs”). T hen p re p are a p ie c h art s h ow in g t h e p ro portio n o f o w ners a n d le sse es in t h e o ne a ge g ro up y o u t h in k h old s t h e m ost p ro m is e f o r

le asin g a n ew v e h ic le . W rit e a s e n te n ce t h at p re p are s y o ur c o m pan y’s m an agem en t f o r t h e in fo rm atio n s h ow n in t h e p ie c h art.

A ge G ro u p N um ber o f O w ners ( in T hou sa n ds) N um ber o f L esse es ( in T hou sa n ds)

1 8–2 4 1,8 30 7 95

25–2 9 1,8 12 1,4 83

30–3 4 1,6 83 1,4 13

35–4 4 1,3 03 1,9 32

45–5 4 1,2 11 1,8 94

55–6 4 1,7 84 1,4 35

65–7 4 3,2 00 1,1 42

75+ 3,4 31 8 54

9-2 0. P re se n tin g D ata ( B ar C h arts ) [L O -3 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # P70010124510000000000000000038EE) /

Te am u p w it h a c la ssm ate t o d esig n c h arts b ase d o n a c o m paris o n o f t h e t o ta l t a x b urd en o f t h e U .S . t a xp aye r w it h t h at o f p eo ple in o th er

n atio ns ( s e e t h e d ata f o llo w in g t h is p ara gra p h). O ne t e am mate s h ould s k e tc h a h oriz o nta l o r v e rtic a l b ar c h art, a n d t h e o th er s h ould s k e tc h a

p ic to gra m f r o m t h e e stim ate s t h at f o llo w . T hen e xch an ge c h arts a n d a n aly ze h ow w ell e ach c o nve ys t h e s it u atio n o f t h e U .S . t a xp aye r. W ould

t h e b ar c h art lo ok b est w it h v e rtic a l o r h oriz o nta l b ars? W hy? W hat s ca le is b est? H ow d oes t h e s y m bol u se d in t h e p ic to gra m e n han ce o r

obscu re t h e m ean in g o r im pact o f t h e d ata ? W hat s u ggestio ns c a n e ach s tu den t m ake f o r im pro vin g t h e o th er’s v is u al a id ?

Estim ate s s h ow t h at S w ed is h t a xp aye rs s p en d 5 1 p erc e n t o f t h eir in co m es o n t a xe s, B rit is h t a xp aye rs s p en d 4 8 p erc e n t, F re n ch t a xp aye rs

sp en d 3 7 p erc e n t, J a p an ese t a xp aye rs s p en d 2 8 p erc e n t, a n d U .S . t a xp aye rs s p en d 2 7 p erc e n t.

9 -2 1. P re se n tin g D ata ( L in e C h arts ) [L O -3 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # P70010124510000000000000000038EE)

H ere a re la st y e ar’s s a le s ig u re s f o r t h e a p plia n ce a n d e le ctr o nic s m ega sto re w here y o u w ork . Co nstr u ct a lin e c h art t h at w ill h elp y o u

ex p la in t o t h e s to re ’s g en era l m an ager s e aso nal v a ria tio ns in e ach d ep artm en t.

S T O RE S A LES ( IN $ T H OUSA N DS)

M on th H om e E le ctr o n ic s C o m pute rs A p plia n ce s

Ja n uary 6 8 39 36

Feb ru ary 7 2 34 34

M arc h 7 5 41 30

A pril 5 4 41 28

M ay 5 6 42 44

Ju ne 49 33 48

Ju ly 5 4 31 43

A ugu st 6 6 58 39

Sep te m ber 6 2 58 36

O cto ber 6 6 44 33

N ove m ber 8 3 48 29

D ece m ber 9 1 62 24

9-2 2. P re se n tin g D ata ( L in e C h arts ) [L O -3 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # P70010124510000000000000000038EE)

U sin g r o ugh a p pro xim atio ns o f t h e d ata , r e -c re ate t h e lin e c h art in Fig u re 9 .4

( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # P70010124510000000000000000039B 4) /

on p age 2 39 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # page_2 39) a s a b ar c h art

(e stim ate t h e n um eric a l v a lu es). W hic h o f t h ese t w o f o rm ats d oes t h e b ette r jo b o f c o nve y in g t h e in fo rm atio n?

9-2 3. P re se n tin g D ata ( D ata V is u aliz a tio n ) [L O -3 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # P70010124510000000000000000038EE)

E xp lo re s e ve ra l o f t h e d ata v is u aliz a tio n t o ols a va ila b le t h ro ugh t h e B ovée & T hill D ata V is u aliz a tio n a n d I n fo gra p hic s G ate w ay. ( G o t o re a l-

t im eu pdate s.c o m /b ct1 4 ( h ttp :/ /re al- tim eu pdate s.c o m /b ct1 4) a n d s e le ct L earn M ore in t h e S tu den ts s e ctio n.) Ch oose o ne t h at h as t h e

pote n tia l t o h elp b usin ess m an agers m ake d ecis io ns. W rit e a p ost f o r y o ur c la ss b lo g, e x p la in in g h ow t h is t o ol c o uld a ssis t w it h d ecis io n

m akin g. B e s u re t o in clu de a lin k t o t h e s it e w here y o u f o und it .

9 -2 4. P re se n tin g I n fo rm atio n , C o n ce p ts , a n d I d ea s ( P hoto gra p hs) [L O -4 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003a5 7# P7001012451000000000000000003A 5A )

W it h a t e am a ssig n ed b y y o ur in str u cto r, in d a b usy lo ca tio n o n c a m pus o r in t h e s u rro undin g n eig h borh ood, s o m ep la ce w it h lo ts o f s ig n s,

sto re fr o nts , p ed estr ia n s, a n d t r a fic . S co ut o ut t w o d if fe re n t p hoto o pportu nit ie s: o ne t h at m axim iz e s t h e v is u al im pre ssio n o f c ro w din g a n d

clu tte r, a n d o ne t h at m in im iz e s t h is im pre ssio n. F o r t h e ir st, a ssu m e t h at y o u a re s o m eo ne w ho a d vo ca te s r e d ucin g t h e c ro w din g a n d c lu tte r,

s o y o u w an t t o s h ow h ow b ad it is . F o r t h e s e co nd, a ssu m e y o u a re a r e al e sta te a gen t o r s o m eo ne e ls e w ho is m otiv a te d t o s h ow p eo ple t h at

eve n t h ough t h e lo ca tio n o ffe rs lo ts o f s h oppin g, e n te rta in m en t, a n d o th er a ttr a ctio ns, it ’s a ctu ally a r a th er c a lm a n d q uie t n eig h borh ood.

In se rt t h e t w o im ages in a d ocu m en t o r b lo g p ost a n d w rit e a c a p tio n f o r e ach t h at e m phasiz e s t h e t w o o pposit e m essa ges ju st d escrib ed .

Fin ally , w rit e a b rie f p ara gra p h d is cu ssin g t h e e th ic a l im plic a tio ns o f w hat y o u’v e ju st d one. H ave y o u d is to rte d r e alit y o r ju st p re se n te d it in

w ay s t h at w ork t o y o ur a d va n ta ge? H ave y o u p re ve n te d a u die n ce s f r o m g a in in g t h e in fo rm atio n t h ey w ould n eed t o m ake in fo rm ed

d ecis io ns?

9 -2 5. P re se n tin g I n fo rm atio n , C o n ce p ts , a n d I d ea s ( M ap s) [L O -4 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003a5 7# P7001012451000000000000000003A 5A )

Yo u w ork f o r C & S H old in gs, a c o m pan y t h at o pera te s c o in -a ctiv a te d , s e lf -s e rv ic e c a r w ash es. R ese arc h s h ow s t h at t h e f a rth er c u sto m ers liv e

fr o m a c a r w ash , t h e le ss lik e ly t h ey a re t o v is it . Y o u k n ow t h at 5 0 p erc e n t o f c u sto m ers a t e ach o f y o ur c a r w ash es liv e w it h in a 4 -m ile r a d iu s

of t h e lo ca tio n, 6 5 p erc e n t liv e w it h in 6 m ile s, 8 0 p erc e n t liv e w it h in 8 m ile s, a n d 9 0 p erc e n t liv e w it h in 1 0 m ile s. C & S ’s o w ner w an ts t o o pen

tw o n ew c a r w ash es in y o ur c it y a n d h as a sk e d y o u t o p re p are a r e p ort r e co m men din g lo ca tio ns. U sin g a m ap o f y o ur c it y , c h oose t w o

possib le lo ca tio ns f o r c a r w ash es a n d c re ate a v is u al d ep ic tin g t h e c u sto m er b ase s u rro undin g e ach lo ca tio n.

9-2 6. P re se n tin g I n fo rm atio n , C o n ce p ts , a n d I d ea s ( O rg a n iz a tio n C h arts ) [L O -4 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003a5 7# P7001012451000000000000000003A 5A )

Cr eate a n o rg a n iz a tio n c h art f o r y o ur c o lle ge o r u niv e rsit y . S ta rt w it h t h e s ch ool’s w eb sit e t o le arn t h e v a rio us o fic e s a n d d ep artm en ts .

9 -2 7. S ele ctin g t h e R ig h t T yp e o f V is u al [ L O -3 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # P70010124510000000000000000038EE) ,

[L O -4 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003a5 7# P7001012451000000000000000003A 5A )

W it h a t e am o f t w o o r t h re e o th er s tu den ts , b ra in sto rm a n d t h en s k e tc h a t le ast t h re e t y p es o f c h arts y o u c a n u se t o c o m pare t h e

popula tio ns o f a ll 5 0 s ta te s in t h e U nit e d S ta te s. Y o u c a n u se a n y o f t h e g ra p hic id eas p re se n te d in t h is c h ap te r, a s w ell a s a n y id eas o r

exa m ple s y o u in d f r o m o th er s o urc e s. /

9-2 8. P la n nin g B usin ess V id eo s; M obile S k ills [L O -6 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003b3d# P7001012451000000000000000003B 40)

A ssu m e y o u a re p ro ducin g a v id eo in te rv ie w o f y o ur c o lle ge o r u niv e rsit y ’s p re sid en t. T he p urp ose o f t h e v id eo is t o e n co ura ge h ig h s ch ool

stu den ts t o c o nsid er a p ply in g t o y o ur s ch ool. T he in te rv ie w w ill t a ke p la ce in t h e p re sid en t’s o fic e , b ut y o u w an t t o a d d s o m e B -r o ll f o ota ge

to m ake t h e v id eo m ore v is u ally a p pealin g. I d en tif y s ix s ce n es a ro und c a m pus t h at y o u c o uld ilm f o r t h is p urp ose . N ex t, u sin g a d ig it a l

ca m era o r t h e v id eo c a p ab ilit y in a p hone, ilm t h ese s ix s ce n es a n d s h are t h e B -r o ll f o ota ge w it h y o ur c la ss. B e s u re t o f r a m e t h em in a w ay

th at t h ey w ill b e a d eq uate ly v ie w ab le o n m obile s cre en s. A s a n o ptio n, a d d v o ic e o ve r n arra tio n, t it le s, a n d o th er e n han ce m en ts .

E xp an d Y o u r S k ills

C ri tiq u e t h e P ro fe ssi on als

F in d a b usin ess v id eo o n Y o uTu be o r a n oth er o nlin e s o urc e . T his c a n b e a p ro duct d em onstr a tio n, a t u to ria l, a c o m pan y p ro ile , o r m ost a n y

o th er t y p e o f v id eo o th er t h an a n o ve rt p ro m otio nal v id eo s u ch a s a T V c o m merc ia l. A naly ze it s e ffe ctiv e n ess in t e rm s o f lig h tin g, s o und,

narra tio n, c a m era p la ce m en t, a n d t h e u se o f B -r o ll e le m en ts . H ow w ould y o u a sse ss it s o ve ra ll e ffe ctiv e n ess a s a b usin ess m essa ge?

Su m mariz e y o ur c o nclu sio ns in a p ost o n y o ur c la ss b lo g o r a n e m ail m essa ge t o y o ur in str u cto r. B e s u re t o in clu de a lin k t o t h e v id eo .

S h arp en in g Y o u r C are er S k ills O nli n e

Bovée a n d T hill’s B usin ess Co mmunic a tio n W eb S earc h , a t w eb se a rc h .b u sin essc o m munic a tio n netw ork .c o m

(h ttp :/ /w eb se arc h .b usin essc o m munic atio nnetw ork .c o m ) , is a u niq ue r e se arc h t o ol d esig n ed s p eci ic a lly f o r b usin ess c o m munic a tio n r e se arc h . U se

th e W eb S earc h f u nctio n t o in d a w eb sit e , v id eo , a rtic le , p odca st, o r p re se n ta tio n t h at o ffe rs a d vic e o n c re atin g e ffe ctiv e v is u als f o r d ocu m en ts

a n d p re se n ta tio ns. W rit e a b rie f e m ail m essa ge t o y o ur in str u cto r, d escrib in g t h e it e m t h at y o u f o und a n d s u m mariz in g t h e c a re er s k ills

in fo rm atio n y o u le arn ed f r o m it .

My B Com m Lab

Go t o m yb co m mla b.c o m ( h ttp :/ /m yb co m mla b .c o m ) fo r A uto -g ra d ed w rit in g q uestio ns a s w ell a s t h e f o llo w in g A ssis te d -g ra d ed w rit in g q uestio ns:

9 -2 9. W hy m ig h t y o u u se a s im pli ie d lin e illu str a tio n in ste ad o f a f u ll- c o lo r d ig it a l p hoto gra p h in a p artic u la r a p plic a tio n? [L O -4 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003a5 7# P7001012451000000000000000003A 5A )

9-3 0. Y o u’v e b een a ssig n ed t h e p ro je ct o f v id eo ta p in g a n ew -e m plo ye e w elc o m e m essa ge b y y o ur c o m pan y’s v ic e p re sid en t o f h um an

re so urc e s. Y o u h ave t o p-n otc h e q uip m en t, a ttr a ctiv e lo ca tio ns, a n d a s o lid s crip t. T here ’s ju st o ne p ro ble m : T his e xe cu tiv e is

u nco m fo rta b le s p eakin g o n c a m era , a n d y o ur ir st f e w s h ots a re f u ll o f a w kw ard g estu re s a n d n erv o us v o ca l t ic s. A ssu m in g t h ere is n ’t

t im e f o r t h e e xe cu tiv e t o s e e a p ublic s p eakin g c o ach , h ow m ig h t y o u r e th in k y o ur a p pro ach t o t h e p ro je ct in o rd er t o p ro duce t h e m ost

co m pellin g v id eo ? [L O -6 ]

(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003a5 7# P7001012451000000000000000003A 5A ) /

Endnotes

1 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003806# rP 7001012451000000000000000003D A4) .

G oPro w eb sit e , a cce sse d 5 A pril 2 016, w ww.g o p ro .c o m ( h ttp :/ /w ww.g o pro .c o m ) ; H ila ry K ra m er, “ G oPro I n c: W ill K arm a B e t h e Ca ta ly st G PR O S to ck

N eed s?” In vest orPlac e , 4 A pril 2 016, i n ve sto rp la ce.c o m ( h ttp :/ /in ve sto rp la ce.c o m ) ; A kin O ye d ele , “ W all S tr e et A naly sts S ay G oPro I s n ’t G oin g

M ain str e am a n d N ow t h e S to ck I s F allin g,” Busine ss Insider , 2 0 J u ne 2 015, w ww.b u sin essin sid er.c o m ( h ttp :/ /w ww.b usin essin sid er.c o m ) ; N ath an

In gra h am , “ G oPro W ill R ele ase a Q uad co pte r in t h e F ir st H alf o f N ex t Y e ar, The V er ge , 2 7 M ay 2 015, w ww.t h eve rg e.c o m ( h ttp :/ /w ww.t h eve rg e.c o m ) ;

B en P o pper, “ H ere ’s W hy G oPro W an ts t o M ake I ts O w n D ro nes,” The V er ge , 2 6 N ove m ber 2 014, w ww.t h eve rg e.c o m ( h ttp :/ /w ww.t h eve rg e.c o m ) ; G are tt

S lo an , “ T he 1 0 B est B ra n d Ch an nels o n Y o uTu be,” A dw ee k , 2 A pril 2 014, w ww.a d w eek .c o m ( h ttp :/ /w ww.a d w eek .c o m ) ; Ch ris to pher R atc lif f, “ A L ook

In sid e G oPro ’s D azzlin g Y o uTu be S tr a te gy,” E co nsu lt a n cy w eb sit e , 2 0 F eb ru ary 2 014, e co n su lt a n cy.c o m ( h ttp :/ /eco nsu lt a n cy.c o m ) ; G oPro c h an nel o n

Yo uTu be, a cce sse d 5 A pril 2 016, w ww.y o u tu be.c o m /u se r/ G oP ro Cam era ( h ttp :/ /w ww.y o utu be.c o m /u se r/ G oP ro Cam era ) ; “ Y o uTu be B ra n d Ch an nel

L ead erb oard J a n uary –M arc h 2 014,” Google Think Insights , 3 1 M arc h 2 014, w ww.t h in kw it h go ogle .c o m ( h ttp :/ /w ww.t h in kw it h go ogle .c o m ) ; S aya

W eis sm an , “ G oPro M ig h t H ave t h e B est B ra n d Co nte n t A ro und,” Digida y , 6 F eb ru ary 2 014, d ig id ay.c o m ( h ttp :/ /d ig id ay.c o m ) ; S h orty I n dustr y A w ard s

w eb sit e , a cce sse d 2 6 A pril 2 014, i n dustr y.s h orty a w ard s.c o m ( h ttp :/ /in dustr y.s h orty aw ard s.c o m ) ; A nderso n Co oper, “ G oPro ’s V id eo R evo lu tio n,” 60

Minut es , 1 0 N ove m ber 2 013, w ww.c b sn ew s.c o m ( h ttp :/ /w ww.c b sn ew s.c o m ) .

2 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# rP 7001012451000000000000000003D A6) . A le x is

G era rd a n d B ob G old ste in , Going Visual ( H oboke n , N .J .: W ile y, 2 005), 1 8.

3 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# rP 7001012451000000000000000003D A8) .

Ch arle s K oste ln ic k a n d M ic h ael H asse tt , Shaping Information: The R het oric of Visual Con ventions ( Ca rb ondale , I ll.: S o uth ern I llin ois U niv e rsit y P re ss,

2 003), 1 77.

4 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# rP 7001012451000000000000000003D AA) .

G era rd a n d G old ste in , Going Visual , 2 5–2 7.

5 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# rP 7001012451000000000000000003D AC) .

“P IA AC 2 012/2 014 R esu lt s ,” U .S . N atio nal Ce nte r f o r E d uca tio n S ta tis tic s, a cce sse d 5 A pril 2 016, n ce s.e d .g o v ( h ttp :/ /n ce s.e d .g o v) ; “ F act S h eet

O ve rv ie w ,” 2003 National Asse ssment of Adult Liter ac y , N atio nal I n stit u te f o r L it e ra cy, a cce sse d 2 2 N ove m ber 2 006, w ww.n il.g o v ( h ttp :/ /w ww.n i l.g o v) .

6 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# rP 7001012451000000000000000003D AE) .

G era rd a n d G old ste in , Going Visual , 1 03–1 06.

7 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# rP 7001012451000000000000000003D B0) .

E dw ard R . T u fte , Visual Explanations: Imag es and Quantitie s, Evidence and Narrative ( Ch esh ir e , Co nn.: G ra p hic s P re ss, 1 997), 8 2.

8 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# rP 7001012451000000000000000003D B2) .

Jo sh ua D av id M cCl urg -G en eve se , “ T he P rin cip le s o f D esig n ,” Digit al Web Mag azine , 1 3 J u ne 2 005, w ww.d ig it a l-w eb .c o m ( h ttp :/ /w ww.d ig it a l- w eb .c o m ) .

9 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# rP 7001012451000000000000000003D B4) .

K oste ln ic k a n d H asse tt , Shaping Information , 1 7. /

10 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# rP 7001012451000000000000000003D B6) .

K oste ln ic k a n d H asse tt , Shaping Information , 2 16.

11 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# rP 7001012451000000000000000003D B8) .

E dw ard R . T u fte , The Visual Displa y of Quantit ative Information ( Ch esh ir e , Co nn.: G ra p hic P re ss, 1 983), 1 13.

12 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003830# rP 7001012451000000000000000003D BA ) .

B ase d in p art o n T u fte , Visual Explanations , 2 9–3 7, 5 3; P au l M artin L este r, Visual C ommunic ation: Images with Me ssag es , 4 th e d . ( B elm ont, Ca lif .:

T hom so n W ad sw orth , 2 006), 9 5–1 05, 1 94–1 96.

13 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # rP 7001012451000000000000000003D BC) . D ata

fr o m H oove r’s O nlin e, a cce sse d 3 D ece m ber 2 008, w ww.h oove rs.c o m ( h ttp :/ /w ww.h oove rs.c o m ) .

1 4 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # rP 7001012451000000000000000003D BE) .

R obert L . H arris , Information Gr aphics: A Compr ehensi ve Illustr ated Refer ence ( N ew Y o rk : O xfo rd U niv e rsit y P re ss, 1 999), 1 4.

15 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # rP 7001012451000000000000000003D C0) .

S te p hen F ew , “ S ave t h e P ie s f o r D esse rt,” Visual Busine ss Intellig enc e New sletter , A ugu st 2 007, w ww.p erc e p tu ale d ge.c o m

(h ttp :/ /w ww.p erc e p tu ale d ge.c o m ) .

1 6 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # rP 7001012451000000000000000003D C2) .

M aria P o pova , “ D ata V is u aliz a tio n: S to rie s f o r t h e I n fo rm atio n A ge,” Busine ssWeek , 1 2 A ugu st 2 009, w ww.b u sin essw eek .c o m

(h ttp :/ /w ww.b usin essw eek .c o m ) .

1 7 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # rP 7001012451000000000000000003D C4) . “ B ig

D ata : W hat I t I s a n d W hy I t M atte rs,” S A S w eb sit e , a cce sse d 2 5 A pril 2 014, w ww.s a s.c o m ( h ttp :/ /w ww.s a s.c o m ) .

1 8 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000038eb # rP 7001012451000000000000000003D C6) .

“D ata V is u aliz a tio n: M odern A ppro ach es,” S mashing Mag azine w eb sit e , 2 A ugu st 2 007, w ww.s m ash in gm aga zin e.c o m

(h ttp :/ /w ww.s m ash in gm aga zin e.c o m ) ; “ 7 T hin gs Y o u S h ould K now A bout D ata V is u aliz a tio n,” E d uca u se L earn in g I n it ia tiv e , a cce sse d 1 5 M arc h 2 008,

w ww.e d uca u se .e d u ( h ttp :/ /w ww.e d ucau se .e d u) ; T a gCr ow d w eb sit e , a cce sse d 1 5 M arc h 2 008, w ww.t a gcro w d.c o m ( h ttp :/ /w ww.t a gcro w d.c o m ) .

1 9 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003ab 4# rP 7001012451000000000000000003D C8) .

“M akin g D ata V is u aliz a tio n W ork : 4 T ip s t o R ead B efo re Y o u S ta rt,” R oam bi b lo g, 1 3 A ugu st 2 013, w w.r o am bi.c o m ( h ttp :/ /w w.r o am bi.c o m ) .

2 0 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003b3d# rP 7001012451000000000000000003D CA ) .

S te ve S to ck m an , Ho w to Shoot Video That Doe sn’t Suc k ( N ew Y o rk : W ork m an P ublis h in g, 2 011), K in dle e d it io n.

21 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003b3d# rP 7001012451000000000000000003D CC ) .

Je ffe rso n G ra h am , Video Nation: A DIY Guide t o Planning, Shooting, and Sharing Gr eat Video from US A Toda y’s Talking Tec h Host ( B erk e le y, Ca lif .: P each pit

P re ss, 2 013), K in dle e d it io n.

22 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003b3d# rP 7001012451000000000000000003D CE) .

G ra h am , Video Nation . /

23 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003b3d# rP 7001012451000000000000000003D D0) .

G ra h am , Video Nation .

2 4 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003b3d# rP 7001012451000000000000000003D D2) .

G ra h am , Video Nation .

2 5 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003b3d# rP 7001012451000000000000000003D D4) .

S to ck m an , Ho w to Shoot Video That Doe sn’t Suc k .

26 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003b3d# rP 7001012451000000000000000003D D6) .

S to ck m an , Ho w to Shoot Video That Doe sn’t Suc k .

27 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003b3d# rP 7001012451000000000000000003D D8) .

G ra h am , Video Nation .

2 8 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003b3d# rP 7001012451000000000000000003D DA) .

G ra h am , Video Nation .

2 9 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003b3d# rP 7001012451000000000000000003D DC) .

G ra h am , Video Nation .

3 0 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003b3d# rP 7001012451000000000000000003D DE) .

S to ck m an , Ho w to Shoot Video That Doe sn’t Suc k .

31 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003b3d# rP 7001012451000000000000000003D E0) .

S to ck m an , Ho w to Shoot Video That Doe sn’t Suc k .

32 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003b3d# rP 7001012451000000000000000003D E2) .

B ase d in p art o n S to ck m an , Ho w to Shoot Video That Doe sn’t Suc k ; G ra h am , Video Nation .

3 3 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003c0 1# rP 7001012451000000000000000003D E4) .

“In te ra ctiv e W eb S it e s D ra w M in ds, S h ap e P ublic P erc e p tio n,” Scienc eDaily, 27 Ma y 2008, www .scienc edaily.c om ( h ttp:/ /w ww.s c ie n ce d aily .c o m ) .