Chapter 9

Visual Media

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1. Show the power of visuals in business

2. Learn how to select points to illustrate

3. Use common visuals to present data

4. Focus information, concepts and ideas

5. Integrate text and visuals in messages

6. Learn about basic business videos

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Learning Objectives

Understanding Visual Communication

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The Power of Images

• Enhance textual messages• Replace verbal messages• Convey complex information• Hold an audience’s attention• Connect with diverse audiences• Convey connotative meaning

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The Visual Evolution in Business Communication

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•Changing Technology

•Audience Skills

•Audience Expectations

•Visual Literacy

Visual Design Principles

Consistency

Contrast

Balance

Emphasis

Convention

Simplicity

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The Ethics of Visual Communication

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Consider All Possible Interpretations

Provide Appropriate Visual Context

Don’t Conceal Negative Information

Don’t Exaggerate Support Information

The Ethics of Visual Communication

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Don’t Oversimplify Complex Situations

Don’t Imply Cause and Effect

Avoid Manipulation or Coercion

Be Careful How You Aggregate Data

Summary of Discussion

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Identifying Points to Illustrate

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Complexity

Connections

Misinterpretation

Emphasis

Content

Consider the Message

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Pick Points to Illustrate

•Clear•Complete•Concise•Connected•Compelling

Summary of Discussion

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Selecting Visuals for Presenting Data

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The Parts of a Table

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Multicolumn HeadingSingle

Column Heading

Column Subheading

Column Subheading

Column Subheading

Row Heading xxx xxx xxx xxx

Row Heading xxx xxx xxx xxx

Row Subheading xxx xxx xxx xxx

Row Subheading xxx xxx xxx xxx

Row Heading xxx xxx xxx xxx

Row Heading xxx xxx xxx xxx

TOTALS xxx xxx xxx xxx

Preparing Data Tables

Common Units

Consistent Usage

Column Headings

Rows or Columns

Totals or Averages

Data Sources

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Line and Surface Charts

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•Variables•Trends

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Using Bar Charts•Numbers•Variables•Quantities

Bar Chart Alternatives

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•Pictograms•Gantt Charts

Presenting Diagrams

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•Entities•Variables

Using Pie Charts

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•Distribution•Dominance•Percentages

Data Visualization

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•Meaning •Interactivity•Complexity•Dynamism

Summary of Discussion

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Presenting Information, Concepts, and Ideas

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Physical or Conceptual Relationships

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•Processes•Procedures•Sequences•Positions•Units•Functions

Business Graphics•Maps•Drawings•Diagrams •Infographics•Photographs

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Infographics

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StylizedCollections

StructuredNarratives

Summary of Discussion

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Producing and Integrating Visuals

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Creating Visuals

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Software Templates

Style andQuality

Subject andSituation

Integrate Visuals and Text

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Des

crip

tion

Persuasion

Reference Visuals

Place Visuals

Titles, Captions, Legends

Balance Elements

The Quality of Visuals

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•Is the visual accurate?

•Is the visual documented?

•Is the visual honest?

Summary of Discussion

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Producing Business Videos

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Step 1: Preproduction

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•Purpose•Scope•Scene•Camera

Step 1: Preproduction

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•Lighting•Sound•Shot List•B-Roll

Step 2: Production

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•Shot Frame•The Camera•B-Roll Footage•Special Effects

Step 3: Postproduction

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Transfer Video Footage

Evaluate Your Material

Move Sections of the Video

Step 3: Postproduction

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Weave in B-Roll Footage

Add Transitions, as Needed

Synchronize Audio and Video

Step 3: Postproduction

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Add an Intro and an Outro

Add Titles and Other Features

Create Distributable File

Chapter 9

Visual Media

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