PR truyền thông - Chapter 16: Creating visuals and data displays

Chapter 16Creating Visuals and Data DisplaysChapter 16 Learning ObjectivesLO 16-1 When to use visuals and data displaysLO 16-2 How to create effective visuals and data displaysLO 16-3 How to integrate visuals and data displays into textLO 16-4 How to use conventions for specific visuals and data displaysVisualsHelp make data meaningfulSupport argumentsHelp communicate pointsEnhance oral presentationsPresent numbers dramaticallyUse Visuals ToPresent ideas completelyFind relationshipsMake points vividEmphasize materialPresent material concisely, with less repetition Every visual should tell a storyVisual Design GuidelinesCheck quality of dataDetermine story you want to tellChoose visual that fits the storyFollow conventions Use color and decoration with restraintBe accurate and ethical1. Check Quality of DataCheck data comes from reliable sourceCheck you have data for all factors you should considerDo not use visuals of unreliable data2. Determine Story You Want to TellGood stories maySupport a hunch you haveSurprise or challenge knowledgeShow unexpected trends or changesHave commercial or social significanceProvide information needed for actionBe relevant to audience2. Determine Story You Want to TellTo find storiesFocus on a topicSimplify the data on that topic and convert number to simple unitsLook for relationships and changesProcess the data to find more stories3. Choose the Right Visual for the StoryUse tables when the audience needs exact valuesUse pie charts to show parts of a wholeUse bar charts to compare items, show relationshipsUse paired charts to tell complex storiesUse maps to emphasize location3. Choose the Right Visual for the StoryUse photographs to create a sense of authenticity or show an item in useUse drawings to show dimensions or emphasize detailUse line charts to compare items over time, show frequency or distribution, or show correlationsUse Gantt charts to show timelines4. Follow Conventions for Designing VisualsSix Parts of Every VisualTitle that tells story visual showsClear indication of what data areClearly labeled unitsLabels or legends identifying axes, colors, symbols, etc.Source of data used to create visualSource of visual if not your work 5. Use Color and Decoration with RestraintAudiences interpret color based on contextsColor connotations vary among cultures and professions Red = go in China; stop in U.S. Blue = masculinity in U.S.; criminality in France; strength/fertility in EgyptUse minimum shading and linesFor B&W graphs, use shades of gray6. Be Sure Visual is Accurate, EthicalMake sure audience does not have to study visual to learn main pointDistinguish between actual and estimated or projected valuesInclude the context of dataAvoid perspective and 3-D graphsAvoid combining with multiple scalesUse images that are bias-freeIntegrating Visuals into Your TextRefer to every visual in your text Refer to the table or figure number, not the titleEx: Table 10 shows a detailed comparisonEx: Data in Figure 6 reveals a marked trend ofPut visual as soon after reference as space and page design permit Ex: As Figure 3 shows (page 10), Ex: (See Table 2 on page 14.)