Chapter 9: Visual Media

Question 1

Give six evidences of the power of images

Answer 1

1. Enhances Text- communicates spatial relationships, correlation, procedures and emotions- non-verbal ques- brings across info in a more meaningful way
2. More effectively convey certain points- Effective Images will communicate more than text in time- may be due to its ability to transmit non -verbal ques as well as their denotative meaning (give obvious information- like the hand in a red hexagon clearly means stop)
3. Useful in representing numerical data- Visual are heavily relied on for representing data. These images make the data less intimidating to read and pull specific data from.
4. Better communicates to diverse audiences- diverse audiences are common in business; images transcend language
5. Attract and hold attention- Attractive visuals encourage readers to look at image and try to understand the main message. This causes better understanding and memory of the message. Flyer put out with a collage showing the steps to get out of an abusive relationship
6. Communicates connotated meanings- hidden implied message- can be risky

Question 2

What are the Six Guidelines for Graphic Design?

Answer 2

1. Consistency- Pattern in colours, sizes, typeface etc. viewers get the flow of ideas in the image. Helps them to understand the sequence and the overall message
2. Contrast- Use this to bring out differences
3. Balance- Deals with arrangement of objects around an axis. You have a formal balance, in which objects have symmetrical proportions, but an informal balance has a asymmetrical proportions, with several weaker elements that create some kind of balance
4. Emphasis- Ensure the dominant idea is emphasised in the imagery, downplay less important parts.- Use colour, position, size etc.
5. Convention- Follow the norms of language and expectations of how images should be. -Visuals made by English speaker have are set up from left to right (cuz that’s how we would read words- How to wash your hands diagram). Breaking expectations can be really bad, but it can send a big message- Flipping organizational structure upside down can emphasise the importance of the frontline workers
6. Simplicity- Do not clutter your visuals- it makes it hard for audience to understand

Question 3

What two things contribute to the evolution of Visuals in Business Communication?

Answer 3

Changing audience expectations- media around us are mainly visual, so we expect more visuals in communication

Visual Literacy- More persons have the skill to create visuals and correctly interpret these images

Question 4

What are 4 guidelines for using visual communication ethically?

Answer 4

1. Consider all possible interpretations by others- consider audience bias, beliefs, the background which could affect interpretation. Domestic violence flyer, but only shows women getting hurt can be seen as leaving out the men
2. Provide the context- give background information to help the audience to have the correct interpretation.
3. Don’t Hide or Minimize negative information- Present all info, withhold nothing so long as it is factual.
   Eg. Russian media hiding the fact that they are the trouble makers.
4. Don’t exaggerate information that supports your argument.- That is Bias- unethical, misleading. Don’t say all Russians are terrorists because 70% of population is old and support Putin, who happens to be doing bad things. Becasue Russia is doing something bad it is easy to use that and the fact that the older folks support Putin, to emphasise that all Russians are bad when there are other things to consider.

Question 5

Explain the 5’cs in identifying points to illustrate

Answer 5

If the message needs to be more:
1. Clear- Humans are visual beings and our brains can process images very well. An image might help to clarify the meaning of the text (due to its connotative value).

2. Complete- Visuals provide supporting details to text- Given its use in presenting facts it can help to substantiate the text.- Eg. Writing a presentation on the need for more engaging lessons, then having Fig. 12 showing student interest levels over the semester period to support the idea that engaging lessons are needed and complete your message. Words + Facts= Complete message
3. Concise- Visuals (along with some text) can condense the message and highlight exactly what you want persons to see without unnecessary details.
4. Connected- Chart, diagram, illustration may help to bring together the information and show their relationship.
5. Compelling- Imagery can invoke a reaction in the viewer and can make the message more influential- due to its attractiveness and non-verbal ques.

Question 6

When do you use tables?(Under Presenting Data)

Answer 6

When presenting a large number of specific data points that would be tedious to read.

Question 7

Blank

Answer 7

.

Question 8

Six guidelines for preparing Tables

Answer 8

1. Use common understandable units and clearly identify them
2. Use uniform units for all column items
3. Label column headings
4. Separate columns and rows with lines or extra space
5. Provide totals or averages- makes the info in the table valuable
6. Document Data Sources- use the same format as a footnote.

Question 9

What is a line chart used for

Answer 9

To illustrate trends over time or plots the relationship of two or more variables, and can compare two or more sets of data

Question 10

What is a surface chart and what is it used for?

Answer 10

Aka area chart, is a type of line chart that shows the combination of trends overtime, as well as the individual components of a whole

Question 11

What do bar charts do?

Answer 11

A diagram that makes use of rectangular bars represent numerical values

• Compare values, shows changes over time

Question 12

What is a scatter diagram and a bubble diagram?

Answer 12

• A scatter diagram compares entities against two variables (X and Y)
• Bubble diagram compares entities against three

Question 13

What do pie charts do?

Answer 13

Show how parts of a whole are distributed.

Question 14

What is data visualization?

Answer 14

A diverse class of display capabilities that extract meaning from masses of data and puts data into context (bcuz regular graphs cannot do that, they just show numbers)

Question 15

What is Big Data?

Answer 15

Massive collections of data, from various sources, piling up at high speeds.

Question 16

What is a map used for ?

Answer 16

A map shows geographic area(eg. location, distance) or spatial relationships (Market territories, distribution routes, facilities locations)- the space between market territories for your company and competitor is important, comparing space between distribution route of self and competitor

Question 17

What are info graphics?

Answer 17

A special class of diagrams that can convey both data and concepts or 
ideas.

-Can stand alone

Question 18

What are the 2 types of infographics?

Answer 18

• Stylized charts: Don’t communicate more info than regular charts, but are best at capturing attention, and being distributed online
• Structured Narratives: Uses visuals to tell story or to outline interconnected processes.

Infographics then may even be able to replace conventional reports

Question 19

What are four things to consider when creating visuals

Answer 19

1. Follow Basic Design Principles​
2. Familiarize self with Software’s Features and Functions​
3. Use Templates​ to save time.
4. Create Uniform Style and Quality

Question 20

What are the two ways in which you can integrate Visuals and Text?

Answer 20

• Visuals may be somewhat independent from text (like articles in the sidebar of the text book- they are related to the main idea but are not referred to by a specific title/figure number (like visuals to the side).
• Tightly Integrated with text so readers can move back and forth between text and visuals with as little disruption as possible (visuals have reference point)

Question 21

What are the 4 things to do for successful integration?

Answer 21

1. Maintaining balance​- consider flow, avoid cluttering, consider audience needs- cause shift in balance- eg. children may require a mix of more images than words.
2. Referring to visuals in the text​- Identify visual title, show its main idea; do not restate the data.
3. Placing visuals in a document​- Place visual ideally within, beside or immediately after paragraph so viewers can easily connect image to text.
4. Writing titles and other descriptions​- Informative title helps readers quickly understand the conclusion of visuals, descriptive topics help to simplify info in visuals

Question 22

What are a caption and a legend?

Answer 22

• Caption: additional discussion of visual’s content

- Legend: explains colors, symbols and other design choices/features

Question 23

What are some criteria for verifying the quality of your visuals?

Answer 23

1. Is the Visual Accurate?​- check for typos, inconsistent colors, confusing symbols, misaligned elements
2. Is the Visual Properly Documented?​- Include citation for images also. Come with additional info on visuals
3. Is the Visual Honest?​ Ensure visuals do not manipulate and play on audience emotions, imply conclusions your info doesn’t support, hide information

Question 24

What should you do when making visual media for mobile devices?

Answer 24

Consider the constraints of Small screens and :

• Plan Carefully
• Use Display tools
• Pay Attention to Audience Members’ needs.
• Be aware of circumstances in which content is viewed

Question 25

What is the three step process in making a business video?

Answer 25

Preproduction Production Postproduction

Question 26

What is Preproduction?

Answer 26

This is the planning stage.

Question 27

What are the seven components of Preporduction?

Answer 27

1. Verify purpose and scope- define point in briefest way possible 2. Think about the composition of the scenes- background, props, setting, conditions 3. Decide camera position- Wide, medium, close-up shots 4. Plan lighting- affects how visuals come across 5. Make arrangements for sound recording- regular microphones in cameras or phones pick up sounds from all angles. For better quality use lavaliere mic's on each speaker's lapel. 6. Write shot list/ full script- where appropriate- Directors look at videos as a compilation of individuals shots. Shot list acts as a checklist and helps identify all you need to capture. -Depending on the type of video improv can work here. For more important videos- script is best to use also: helps keep video organized, presenters will be prepared 7. Identify "B-Roll" material that will enhance final video. "B-roll" material are secondary shots that can be edited and added later for visual interest, smooth over transitions, or otherwise improve overall product

Question 28

What is the Production step and 4 tips in doing it?

Answer 28

-The making of the video 4Tips - Frame each shot carefully- Frame means what the camera sees and doesn't see. You can use a wide-angle(full view), medium-range(trying to capture as much as possible but smaller range or close up shot (hones in on particular element, conveys intimacy and emotion). - Keep the camera still- Use stabilizing equipment. Unstable videos are hard to watch (fuzziness), they also may capture things irrelevant to the video and cause distractions. - Take B-roll footage: Look out for other shots that could add visual interest to video - Don't use the special effects in your camera- Make clean footage and add effects afterwards.

Question 29

What is Post Production

Answer 29

involves the use of video editing software to place all your video and audio elements in the desired sequence.

Question 30

What are the nine areas covered in postproduction?

Answer 30

1. Transfer footage and load into editing software 2. Evaluate your material, pick what to keep/delete 3. Cut and paste sections into the correct order. 4. Weave in B-roll images and clips. 5. Add transitions if you want 6. Sync main audio with video and record narration as needed 7. Add an intro and outro- usually have musical segments, logos, website URL etc. 8. Add text titles and other features 9. Make file in a sharable format.