Chapter 14: Visuals
Chapter 14: Visuals
Visuals help persuade or instruct an audience as well as enhance their overall comprehension. The more diverse, uneducated, or distracted the audience is likely to be, visuals will focus the audience on the point being made, which is made emphatic by the visual. Visuals can also be utilized by those in the audience who do not intend to read the entire document. Also, visuals serve as a universal language and are invaluable to provide comparison and illustrate relationships.
When deciding which visuals to use for a specific audience, the writer must ask several questions. If the writer wants the audience to understand facts and figures, a table might be the correct way to go. If a judgment about data is involved, a graph or pie chart might be preferable. The operating parts of a mechanism may be best illustrated by an exploded or cutaway diagram or even a photograph. Expert audiences prefer tables, flowcharts, schematics, and complex diagrams that they can interpret for themselves, while general audiences prefer basic tables, graphs, diagrams etc. that will direct their focus and interpret key points that have been extracted from the data. Once again, an audience analysis is called for prior to writing so that the best visuals for the subject, and audience, may be chosen. Briefly then, let's review the types of visuals available for the writer to use.
Tables display exact quantities, compare exact sets of data, and present information systematically and concisely. Writers should limit the table to one page, not get overly complex, and should not write in type below an 8 point font. If a writer has to condense a lot of material to fit in the table by reducing it to 2 or 4 point, the audience will not be able to read it easily, and probably, 1/4 of the audience will not be able to read it at all! If this seems like the situation, split the material into more than one table OR use another type of visual rather than confound and perplex the audience.
Bar Graphs indicate comparisons with bars indicating specific quantity. Bar graphs are useful to compare values that are noticeably different. While there are several types of bar graphs discussed by the book, be aware that all have to a 100% value to be effective and truly representative. Be very careful of the shading of color tones in any graph, and of using the 3D graphs. To any person who has a depth perception problem or a degree of, or total, color blindness, these variations may not be apparent. If the audience is composed of older males, in all probability, it will contain 20% or more readers who fit this description. Shades of blue may be confused with green or gray, red and yellow may sometimes blend as well. Using deep vivid colors will help any audience instantly grasp the different values.
Line Graphs help the audience synthesize larger quantities of information in which exact quantities need not be emphasized. They are useful for displaying data that varies over a period of time. Again, there are many types of line graphs to choose from, but the writer needs to be aware that using too many lines (general rule is over five) and the wrong colors, again, will result in audience confusion.
Charts display relationships (quantitative or cause and effect) that are not plotted on a coordinate system. Among the various types of charts, pie charts are used frequently because it is easy to grasp the focus. As long as the author is sure that the parts add up to 100% and uses effective color selection, the audience can grasp the point quickly. These are nice visuals because even if the author is not an artist and has no, or limited access to computer visual aid programs, anyone can make a circle and draw lines. Flowcharts are very useful to explain process and decision making, while pictograms illustrate numerical relationships quickly for nontechnical audiences.
Graphic Illustrations illustrate, and help people remember, material that is not numerical in nature; it helps readers grasp a physical concept rather than a numeric one. Exploded and cutaway diagrams are particularly useful to help reader's understand what is normally hidden within an overall person or object. It makes the unseen "seen" in order to aid the audience's understanding. It will also illustrate the relationship of individual parts to the whole, thereby, so to speak, giving the audience the "big picture". You may have a bad headache behind your eyes, and you may not understand why if you have not had eyestrain. Looking at a cutaway of the human face, you could see the sphenoid sinus cavity there, and at least know one of the possible reasons why you are having the headache (no it won't cure it, but at least you will know the probable cause and can choose a remedy based on that information).
Photographs are useful for showing what something looks like, or how it is done. As we discussed several chapters ago, sometimes a "picture is worth a thousand words" when it comes to audience comprehension. Following the directions for using photographs i.e. labeling, point of view and focus, etc. is essential because otherwise, the audience may not understand your focus.
Computer Graphics involve unlimited design options from clip art to CAD. Some of these options can be obtained free of charge, while others require special equipment and programs. The section in the book on use of color with these is extremely important as it should only be used to emphasize or organize; it should not be used indiscriminately.
Utilizing any one of the above is a valuable informational tool for the writer to relate to his/her audience. The writer, when choosing visuals, should always be aware of the possibility for visual distortion. Attention to presenting the real and complete picture, as well as not mistaking distortion for emphasis, will help the writer produce visuals that enhance, explain, and educate the audience.
All of this information may be used for you as a consumer and as a writer. Questions to ask yourself concerning the relativity and relevancy regarding visual aids might include the following. Is the writer trying to convince you of something or just providing information? How does a Gantt chart help you in your work? Does the illustration help you remember the facts or make connections to other ideas? What will be your intentions when you select the graphics you will use? Do you understand why visuals are incorporated into our text, or any text, of a presentation? The planning sheet on page 298-99 in useful for technical readers as well as writers and speakers.
Summary of Key Points 
Last Updated:
August 2001
Patricia
A. Hutchins
http://www.delta.edu/pahutchi/113unit8.html
