The Power of Visuals: Enhancing Your Message
Learning Objectives
Upon completing this chapter, you should be able to:
- categorize given images as symbols, maps, graphs and tables, diagrams, illustrations, and/or photographs;
- describe the four purposes of using visuals to enhance communication;
- search the Internet for an appropriate visual based on the purpose and content of a message, and insert it into a document or presentation including proper attribution.
Topics
- Types of visuals for professional communication
- Four purposes of visuals in professional communication
- Copyright and Creative Commons
- Finding, using, and creating visuals
- Positioning visuals in text
- Visual rhetoric
Introduction
It may be a cliché to say, “A picture is worth a thousand words,” but visual images have power. Good communication is a multisensory experience. Children first learning how to read often gravitate toward books with engaging pictures. As adults we graduate to denser books without pictures, yet we still visualize ideas to help us understand the text. Advertisers favour visual media—television, magazines, and billboards—because they are the best way to hook an audience. Websites rely on colour, graphics, icons, and a clear system of visual organization to engage Internet surfers. Visuals bring ideas to life for many readers and audiences in multiple ways:
- As a link between raw data and usable knowledge
- To provide concrete, vivid, and quick representations
- To save space
- To speak in a universal language
- To be persuasive
Source: (Picardi, 2001)
This chapter discusses how to use different kinds of visual aids effectively.
Types of Visuals
In this chapter we will be focusing on the following types of visuals:
- Symbols
- Maps
- Graphs and tables
- Diagrams
- Illustrations
- Photos
Source: (Saunders, 1994)
We will describe these in more detail below:
Symbols: Symbols include a range of items that can be either pictographic or abstract. We are surrounded by symbols, but how often do you think about the symbols that communicate with you everyday? What symbols can you see right now in your surroundings? Maybe the icons for the apps on your phone are familiar symbols to you. How about the TV remote control, which uses symbols to indicate the function of its buttons. Company logos lead you to identify the brand before you even read any words. Or look at the tags on your clothing; they use symbols to tell you how to wash and dry the garments as intended.
Maps: Maps sometimes include map charts, or statistical maps. Maps are often used to communicate geographical and other information in one visual (Picardi, 2001).
Population Growth Line Graph
Tip: If you are working with numerical information, consider whether a pie chart, bar graph, or line graph might be an effective way to present the content. A table can help you organize numerical information, but it is not the most effective way to emphasize contrasting data or to show changes over time.
Diagr