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 Discuss how to most effectively use images in business messages and
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
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 Discuss how to most effectively use charts, diagrams, and other graphics
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
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,
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."
give credibility, and convey other pertinent
information
Keep captions short, title graphs,
captions/titles should show information
relevant to point creator is trying to make
https://www.youtube.com/watch?v=hXnTFoxfGt8&feature=youtu.be
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.
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
https://youtu.be/d7o7vkWPVVM?si=cciPiZvOSqgQ5uFr
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?
