Visual Media and Design Principles for Effective Business Communication

Business Communication Skills for Managers Module 5: Visual Media

Does visual media help make a point or sell an idea?

Media and Your Message

Learning Outcomes: Media and Your Message 5.1 Find the best media to present your message 5.1.1 Describe professional standards for using visual media resources for business purposes 5.1.2 Describe basic visual design principles

Using Visual Media Resources As a reminder, we want to always employ the seven principles of communication. What are the seven principles? When you incorporate visual media resources: use clean, clear, and simple visuals apply bold, contrasting colors, easy-to-read fonts, pertinent information maintain uniform look & feel for consistency stick to same format & color scheme, and use visually similar images make sense as part of the whole keep information on brand help you tell a story and get audience on board

Visual Design Principles Contrast: when two aspects of an image such as dark and light Alignment: creates sharp, linear order of visual elements Hierarchy: more weight given to most important part Repetition and Pattern: strengthens design and ties together Color: will reinforce brand, make you feel different emotions Balance and Space: gives design stability, makes it more professional

Discussion In your own words, as if you were talking to a friend, describe basic visual design principles. Use examples from the reading.

Images

Learning Outcomes: Images 5.2 identify potential sources for these images 5.2.1 Identify types of images used for business messages 5.2.2 Describe how to determine when to use an image and when to use text 5.2.3 Discuss how to legally source images for your communications Discuss how to most effectively use images in business messages and

Images Overview Images should be clear and simple, have a uniform look, persuade the viewer, and fit with company brand. Some guidance: Use eye-catching color which draws in attention of viewer Create uniform images that draws in viewers and are easier to follow Use persuasive images Be on brand with images Convey message about your brand promise

Using Images for Impact When is it best to use an image? If the information is presented verbally If the information is complicated When image conveys something words cannot When is it best to use text? When you want to make a powerful point When you are creating a list or mnemonic When an image isn t enough

Using Images Legally What is the Fair Use Act? makes it okay to use an image for the purpose of criticism, comment, news reporting, teaching, scholarship and/or research What are royalty-free images? Getty Images & Shutterstock charge licensing fees What are openly licensed images? Free to use, modify, and share Works with a Creative Commons license Pixabay, Unsplash, Flickr, Google Images

Charts, Diagrams, and Graphic Organizers

Learning Outcomes: Charts, Diagrams, and Graphic Organizers 5.3 in business messages and identify potential sources for these visual aids 5.3.1 Discuss the appropriate use of common tables, charts, and infographics 5.3.2 Describe factors in deciding which type of visual aid and graphic will best report your data 5.3.3 Describe the impact of placement, style, and coloring when incorporating graphics into a message 5.3.4 Describe the impact of descriptive captions and titles when incorporating graphics into a message Discuss how to most effectively use charts, diagrams, and other graphics

Tables, Charts, and Infographics Numerical Data Charts Bar graphs are used to compare categories x-axis shows categories y-axis usually shows dollars Line graphs are used to show trends x-axis shows time, y-axis usually shows percentage Pie charts show composition of data or pieces of whole Stacked comparison charts allow you to see part of the data within the whole data set

Tables, Charts, and Infographics (cont.) Non-Numerical Data Charts Venn Diagram: shows contrasts and comparisons between categories Flow Charts: shows a process or sequence of events Gantt Chart: shows a timeline of milestones and deadlines Organizational Charts: show people in organization and their relationships, with CEO at top Pictographs: symbols and images used to convey data Infographics: use pictures as well as data and words Tables Text formatted but can include numbers Used to compare data

Matching Graphics and Objectives: Flow Charts

Placement, Style, and Coloring Make charts and graphs clean and simple, uniform, persuasive, and on brand More than 10 categories on a pie-chart is useless Narrow down categories Choose bold and pleasing colors Keep data persuasive

Captions and Titles Persuasive Presentation: How to Make Graphs More Powerful Get all 52 videos delivered to your inbox PLUS the Convince and Close Template for Persuasive Presentations that get RESULTS!: http://www.presentationsforbusiness.com/convince-and-close If I can't understand the message in your graph in under five seconds, the message simply isn't clear. As a presenter, that works against you. Your graphs should be crystal clear in what they're communicating. In a persuasive presentation, it's absolutely critical! Captions indicate source of information, give credibility, and convey other pertinent information One of the best techniques to use is to give each of your graphs "Active Titles." I'm not talking about "animated" titles, I'm talking about titles that state your position; headlines that shout out what that slide is about. Typically, they include a verb, and that's the thing that makes them "active." This short 2 minute video gives a simple example of how to make your persuasive presentation graphs more powerful by making them simpler and making them "active." Keep captions short, title graphs, captions/titles should show information relevant to point creator is trying to make

Activity Using the internet or your other textbooks, find examples of visual data to discuss with a group. Look for bar charts, flowcharts, tables, and charts that reflect what we ve discussed in this module. Discuss strengths and weaknesses based on the vocabulary from the reading.

Contemporary Visual Aids

Learning Outcomes: Contemporary Visual Aids 5.4 Discuss the use of video in business messages 5.4.1 Discuss the pros and cons of using videos as a visual aid 5.4.2 Describe the process of planning, designing, and producing a video as a visual aid

Video as a Visual Aid Excellent visual media choices communicates the features of new facility details of new product instructions for new company process the introduction of new business idea Keep in mind that producing professional & polished videos will be costly Reconsider using video if your subjects are uncomfortable or if you are covering a sensitive topic. When is the best time to use video as a visual aid?

Designing a Video for Your Needs Writing the Story: interview stakeholders, assemble a storyline, write a script, choose people to interview Getting Ready to Film: camera, microphones, tripod, script/notes Filming Your Video: scope out quiet place to film, secure camera on tripod, check equipment, ask questions, coach interviewees, shoot subject from waist up, Editing and Post-Production: organize footage, place in editing program, pick video music, edit, add graphics

Products and Resources for Creating Videos Music Melody Loops, Incompetech Video Internet Movie Archives National Parks Multimedia Wikimedia Commons. Vimeo Editing Programs Rawshorts, Shotcut, Lightworks

Practice Question 1 Expect more. Pay less. That s Target s brand promise to its customers. Target is one of the most identifiable brands in the world, and you don t need to look past the cover of Target s 2016 annual report to know exactly what it is and who made it. Let s take a look page 2 of their report to see how their clean, crisp style is translated into their report s charts and graphs. Discuss your response to the following questions with a partner: Are these charts clean, clear, and simple? Are they uniform? Are they on brand and relevant? Are they persuasive?

Accessible Visual Aids

Learning Outcomes: Accessible Visual Aids 5.5 Identify ways to make information more accessible to your audience 5.5.1 Discuss the importance of making your media accessible to the widest audience possible 5.5.2 Identify techniques and tools to make visual media more accessible to your audience

Accessibility Matters Create documents/presentations that are usable for those with range of abilities Media Accessibility Guidelines: 1. Choose content system that supports accessibility 2. Use headings correctly to organize structure of content 3. Include proper alternative text for images 4. Give links unique and descriptive names 5. Use color with care 6. Design forms for accessibility 7. Use tables for tabular data, not for layout 8. Make dynamic content accessible

Accessibility Matters (cont.) Accessibility Tools Images, tables, charts, alternative-text screen readers will read alternative-text included with any visual media, however it cannot interpret visual media on its own with charts, a screen reader may not recognize numbers Video provide captioning, but make sure it doesn t exceed three lines at a time, keep it synched with spoken word, don t cover text, identify who is speaking, use sans-serif font, and indicate non-speech sounds with brackets like [applause]

Using Visuals

Learning Outcomes: Using Visuals 5.6 Incorporating meaningful visual media in business messages 5.6.1 Identify appropriate and professional visual representations of information for a business report 5.6.2 Identify effective use of visual media in presentations, documents, spreadsheets, and messages 5.6.3 Describe the process of revising and enhancing visual media to create impact 5.6.4 Evaluate the effectiveness of a message

Visuals in a Report Annual report examples from well known companies: Nestle: images in reports Target: charts, graphs, and tables Microsoft: videos

Increasing Impact with Media When designed correctly, visuals reinforce the message and can be impactful for the audience. Rules to follow when creating set of presentation slides: Don t use Powerpoint to show audience structure or storyline of presentation Use images most of the time Use powerful words on slides Images should be clear and simple, uniform, and support company s brand

Revising and Enhancing Visual Media for Impact The revision process allows for fine tuning that will enhance media and ensure message reaches intended audience. It is the prime time to receive feedback. Both positive and negative feedback is important to the process. Negative feedback can be frustrating but is an opportunity to make visual aid better Don t be defensive when giving negative feedback Request examples if necessary and stay curious Keep a growth mindset. See feedback as an opportunity.

Practice Question 2 If a visual isn t working well with your audience, you should ________.

Evaluating the Effectiveness of your Message Helpful questions for thinking about data collection tools: Did the audience receive the message sent? email tracking services to determine how many readers opened message Did the audience consume any of the message? must be encouraging for reader to click through for them to understand message Did the audience understand the message? if audience has responded to behavior, will see results of messages long-term

Quick Review What is the best media to present your message? What are the most effective ways to use images in business messages? How do you find potential sources for visual images? What are the best ways to make information more accessible to your audience? What are some best practices for incorporating meaningful visual media in business messages?