Module 4.

3
Graphics

Business Communication
Skills for Empowering the Internet Generation

Hamid Nawaz

Overview

4.3
Graphics
The planning and placement of graphics General mechanics of construction Textual graphics Visual graphics Common errors in constructing and using graphics

Planning the Graphics



Determine the purpose  Overall purpose--to communicate  Specific purposes

      

Clarify complex or difficult information Emphasize facts Add coherence Summarize Provide interest Filter vast amounts of data Enhance appearance

Select the graphics  Nature of the content and context  Readers needs

Placing the Graphics

as close to discussion of them as possible.  Use size to determine placement.  Place in appendix if they supplement text.  Omit if they do not serve a useful purpose.  Tell reader when to look at themsubordinately.  Explain what reader needs to see or how to interpret graphics.
 Place

Basics for Construction of Graphics

Size  Layout and Type  Color and Cross-Hatching  Clip Art  Background  Numbering  Construction and Placement of Titles  Footnotes and Source Acknowledgments


Size
 Give


graphic the size its contents justify.

Simple graphics can be small  Complex graphics must be large enough to see clearly
 Consider

using extra large paper for extremely complex graphics.

Layout and Type

 Let

size and content determine layout.  Select type style and font for consistency.  Determine size appropriate with context.  Choose for readability.

Color and Cross-Hatching CrossHelps reader see comparisons and distinctions  Improves comprehension, retention, and ease and speed of extracting information.  Adds to attractiveness.


East 100 80 60 40 20 0 1st Qtr

West

North

2nd Qtr

3rd Qtr

4th Qtr

Clip Art
 Use

to add interest, avoiding overuse and distraction.  Select with a purpose in mind.  Keep its nature and size appropriate.  Select for appropriate gender, race, and age representation.  Get permission to use copyrighted art.

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Background
contrasting color to avoid distracting from main message.  Use to draw the reader into the graphic.  Take care to avoid evoking inappropriate emotions.  Review the background message for sensitivities of the readers.
 Choose

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Numbering
graphics consecutively by type.  Arrange graphics into several categories if report contains many types.  Group into two categories (tables and figures) when report has wide mixture of types.
 Number

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Construction and Placement of Titles

 Wording


Titles

Construct a title that describes entire graphic, using the 5Ws and 1H  Consider a subtitle to explain the title more precisely
 Placing


Titles

For conventional use, place titles above and in larger type for tables; below and in lowercase for others.  Place title consistently above both types when appropriate.

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Footnotes and Source Acknowledgments

footnotes to explain or elaborate.  Use source acknowledgments to identify the party responsible for gathering data.
 Use

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Types of Graphics
 Textual

Graphics

 Visual

Graphics

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Textual Graphics
 Tables  Pull

Quotes  Bullet Lists  Flowcharts and Process Charts

Organization charts  Flowcharts  Gantt charts  Decision trees


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Visual Graphics (1 of 2)


Bar and Column Charts



 

Horizontal Bars & Vertical Columns Multiple Pictographs

Line Charts  Scatter Diagrams  Maps


 

Pie Charts

Statistical Geographical

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Visual Graphics (2 of 2)
 Other


Graphics

Photos  Diagrams  Drawings  Cartoons  Icons  Video clips and Animation

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Good Arrangement of the Parts of a Typical Table

Table Number and Title Column Heads

Table IAverage Annual Returns of Various Hedge Fund Categories*

Category Aggressive Growth Distressed Securities Short term 1-year 3-year 80.40 3.30 -1.20 39.80 -19.40 42.00 39.66 5.22 7.05 31.11 -9.57 24.14 Long term 5-year 10-year 33.74 10.12 8.76 23.20 -10.51 24.47 24.94 14.99 7.69 20.27 -3.09 19.54

Spanner Heads

Row Heads

Managed Futures Market Timing Short Selling Value

Footnote

*For years ending September 30 Source: Van Hedge Fund Advisors International Inc.

Source Acknowledgement

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Pull Quote

Source: Katzenbach and Douglas Smith, Virtual Teaming, Forbes, May 1, 2001.

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An Organization Chart with Employee Names

Chart 4

U.S. Corporate Office of Thankyoutoo.com, 2001

Michael Deftos President Carrie Fu Executive Assistant

Carolynn Workman Controller Rosemary Lenaghan Stephen Acord Lydia Liedman

Jane Adami VP, R&D Mary Sanchez Megan O'Conner Paul Wong

Robert Edwards VP, Marketing Eleanor Braaten Lou Holtz

Carol Acord VP, PR Terrence Lenaghan Matthew Gregory Kathleen Meersman Cecelia Kubicek Troy Payton

Leonard Deftos VP, MIS Zeke Smith Emma York Marina Munson Janet Wingler

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Illustration of Good Arrangement of the Parts of a Simple Bar Chart

Bar titles

Chart 6

Chart number

Chart title

Educational Attainment and Annual Earnings

No high school diploma

Educational Level

High school diploma Some college, no college Associate's degree Bachelor's degree Master's degree Doctoral degree Professional degree
Scale value

$0 Scale caption

$20,000

$40,000

$60,000

$80,000 $100,000

Annual Earnings Average

Source note

Source: Census Bureau, Current Population Reports, March 1998

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Multiple Bar Chart

Chart 7

Reasons for Holding Multiple Jobs by Age Group

Other reasons Enjoy work on the second job Get extra money to buy something special

55+ 25-54 16-24

Reasons

Help out a friend or relative Get experience or build up a business Save for the future Pay off debts Meet regular household expenses 0
Source: U. S Bureau of Labor Statistics, 1997

10

15

20

25

30

35

Percentage

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Pictograph Example
Figure 11

Household Median Income by Age Group

$60,000 $50,000 Dollars $40,000 $30,000 $20,000 $10,000 $0 15-24 25-34
Source: U. S. Census Bureau, Current Population Reports, 1997

35-44 45-54 55-64 Age of Householder

65+

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Pie Chart
Figure 12

Business Reasons for Diversity Training

Other 4% Social responsibility 4% Comply with personnel policiies 7%

Increase Productivity 47%

Stay Competitive 38%

Source: The Conference Board

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Line Chart Comparing More than One Series

Chart 6

McGraw-Hill Shareholder Return

Five-Year Culmulative Total Return
MHP S&P 500 Peer Group
$300 $232

$215

$100

1996

1997

1998

1999

2000

Source: McGraw-Hill Annual Report 2000

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Scatter Diagram

Source: Fortune, April 12, 1999, p. 84

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Geographical Map

Source: http://verizonwireless.com/

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Photograph
Figure 1

Electronic Boardroom

Photo courtesy of San Diego State University

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Diagram/Flow Chart

Source: Consolidated Paper, Inc.

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Cartoon

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Avoiding Common Errors



Errors of scale
  

Uniform scale size Scale distortion Zero points Wrong chart type Distracting grids and shading Misuse of typeface Problems with labels Objective framing Reader empathy

Errors of Format
   

Errors of misleading context

 

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Of all methods for analyzing and communicating statistical information, well-designed data graphics are usually the simplest and at the same time the most powerful.
--Edward Tufte, Author The Visual Display of Quantitative Information