Visual Aids in Communication: Tables, Graphs, Charts & Diagrams
Chapter Information
Chapter 6: Use of Visual Aids in Communication (6 hours) – 5 marks
Course Code: ENSH 251 – Communication English II Year II Part
Description: Comprehensive study material covering visual aids in communication including tables, graphs, charts, and diagrams with examples and guidelines.
Table of Contents
Introduction to Visual Aids in Communication
Importance of Visual Aids
Visual aids are crucial tools used in reports, speeches, and presentations to enhance the audience’s comprehension and retention of information. They serve to illustrate concepts, summarize material, engage the audience, and provide clearer organization.
Research indicates that 65% of people are visual learners, and the visual learning process is significantly faster than textual learning. The inclusion of visual aids can make communication more effective, particularly because audience attention spans tend to decline sharply after about ten minutes. Visuals can re-energize a fatigued brain, making it easier to process complex information. A study found that presentations with visuals were more persuasive to 67% of audience members than verbal-only presentations.
Visual aids are forms of supporting material that provide intellectual, technical, psychological, emotional, and sensory reinforcement of an idea. They are meant to aid, not encumber, a text, and should always be referenced within the verbal communication.
Purposes of Visual Aids in Professional Communication
Key purposes of visual aids in professional communication include:
- Transmitting messages quickly and accurately
- Clarifying and supplementing verbal analysis
- Confirming and reinforcing verbal information
- Making descriptions more vivid and lucid
- Presenting large amounts of data in less space with greater precision
- Summarizing information clearly and quickly
- Helping the reader understand and remember information easily
- Creating more interest than verbal communication alone
- Emphasizing particularly important points
Visual aids can be broadly categorized into two primary types: images (photographs, illustrations, videos) and informational graphics (tables, charts, graphs).
6.1 Tables
Tables are text-based graphics that display information, including words and numbers, arranged in columns and rows. They are particularly effective for classifying and organizing information into categories. Tables are an excellent choice for presenting qualitative data that is not strictly numerical or for displaying precise numerical data.
Structure of a Table
- Rows: A list of items presented horizontally across the table. Each row should have a heading on the left to label the items.
- Columns: A list of items presented vertically. Column headings are placed at the top of the table to label these vertical lists.
For example, a table can be used to classify different types of bones, with columns for “Bone classification,” “Features,” “Function(s),” and “Examples.” Such a format helps organize numerical and descriptive information efficiently.
When to Use Tables
Tables are particularly useful when you need to:
- Present precise numerical values
- Compare multiple items across several categories
- Display detailed information that requires careful study
- Organize qualitative data into clear categories
Example: Comparison of Communication Methods
| Communication Method | Best For | Advantages | Limitations |
|---|---|---|---|
| Formal communication, documentation | Permanent record, can reach many people | Can be ignored, lacks personal touch | |
| Face-to-Face | Important discussions, sensitive topics | Personal, allows immediate feedback | No permanent record, requires scheduling |
| Phone Call | Quick questions, urgent matters | Immediate response, personal connection | No visual cues, no permanent record |
| Video Conference | Remote meetings, team discussions | Visual cues, saves travel time | Technical issues, can be distracting |
6.2 Graphs
Graphs display information on a grid using axes. They are useful for showing relationships and trends in data.
Line Graphs
These graphs are typically used to show trends in data over a period of time. They plot data points on a grid and connect them to illustrate changes.
For instance, a line graph can show the relationship between age and bone mass, with age on the horizontal axis and bone mass on the vertical axis, revealing how bone mass changes for males and females over their lifetimes. Such a graph clearly indicates that bone density peaks around 30 years of age and that women tend to lose bone mass more rapidly than men.
Bar Graphs
Bar graphs use horizontal or vertical bars to show similarities and differences in numerical data. They are ideal for comparing data across different categories or time periods.
For example, a bar graph can be used to compare the relative frequencies of different colors of M&M candies.
Example: Test Scores by Class
6.3 Charts
Charts utilize shapes to convey information, such as processes, timelines, or percentages.
Pie Charts
Pie charts are circular charts divided into segments, effective for showing numerical information in percentages. Each “slice” of the pie represents a proportion of the whole. They are excellent for visually representing groups of information.
For example, a pie chart can represent the market share of different car brands or display the percentage of video game players by age group.
Example: Market Share of Car Brands
Flow Charts
These charts illustrate a process or workflow. For example, a flowchart can be drawn to show the steps involved in applying for a driver’s license.
Organizational Charts
These charts show the structure of an organization, including different departments and the hierarchy of positions.
6.4 Diagrams
Diagrams are schematic drawings that illustrate how something works or show the structure of an object, process, or concept. They are useful for explaining physical structures.
For example, a diagram can be used to show the detailed structure of a spongy bone, labeling its various components like compact bone, endosteum, and oestocytes.
Guidelines for Using Visual Aids
To use visual aids effectively, several guidelines should be followed:
- Plan Ahead: First, know the purpose and objectives of your presentation. Then, determine which visual aids will best support those objectives.
- Ensure Relevance: Choose visual aids that are directly relevant to your topic. Overloading the audience with unnecessary visuals can lead to confusion.
- Consider the Audience: Tailor your visuals to meet the needs of your specific audience.
- Maintain Clarity and Quality: Visual aids must be clear, concise, and of high quality. They should be easily visible and readable.
- Be Consistent: Use a consistent style, including the same font, color scheme, and backgrounds, throughout the presentation.
- Focus on One Message: Each visual aid should convey only one main message or key point to be effective.
- Vary Your Visuals: Use different types of visuals in your presentation to avoid redundancy and boredom.
- You are the Presenter: Remember that visuals are there to support what you are saying, not to replace you. Do not simply read the text from your slides.
Characteristics of Good Visual Aids
A good visual aid has the following features:
- Relevant: It is directly pertinent to the subject matter being discussed.
- Clear and Concise: It is easy to understand, uncluttered, and presents its message without ambiguity.
- High Quality: The image or graphic is of high quality, visible, and easy to read.
- Focused: It communicates a single message or key point effectively.
- Consistent: It maintains a consistent style with other visuals in the presentation.
- Appropriate: It is suitable for the audience and the purpose of the presentation.
Additional Questions
Identify and explain various purposes of visual aids in reports. Why they should be used in reports?
Visual aids serve several important purposes in professional communication and reports. They should be used because they significantly enhance the audience’s comprehension and retention of information.
The primary purposes are:
• To transmit information quickly and accurately: Visuals can convey complex data more efficiently than words alone.
• To clarify and supplement: They help clarify and add to verbal descriptions and discussions.
• To confirm and reinforce: Visuals can reinforce and confirm the verbal analysis presented in the text.
• To increase impact: They make descriptions and analyses more vivid, lucid, and engaging.
• To condense information: Visuals enable a writer to present a large amount of data in less space and with greater precision.
• To create interest: They can generate more interest than verbal communication alone and re-energize an audience whose attention is waning.
• To persuade: Presentations that include visuals are significantly more persuasive than those without.
Discuss the common guidelines for presenting all types of visual aids.
To use visual aids effectively, several guidelines should be followed:
• Plan Ahead: Know the purpose and objectives of your presentation and determine which visual aids will best support them.
• Ensure Relevance: Choose visual aids that are directly relevant to your topic to avoid confusion.
• Consider the Audience: Tailor your visuals to meet the needs and level of understanding of your specific audience.
• Maintain Clarity and Quality: Visual aids must be clear, concise, and of high quality, ensuring they are visible and readable.
• Be Consistent: Use a consistent style, including the same font, color scheme, and backgrounds, throughout.
• Focus on One Message: Each visual aid should convey only one main message or key point.
• Vary Your Visuals: Use different types of visuals to avoid redundancy and maintain audience interest.
• You are the Presenter: Remember that visuals are there to support what you are saying, not to replace you.
What are the main points that a report writer has to bear in mind while using illustrations in a report?
A report writer must remember that a visual aid is meant to aid, not to encumber, the text. The primary points to keep in mind are:
• Integration: The verbal communication in the report should refer to the visual aid; the visual should not be left to stand alone.
• Relevance: Each illustration must present significant information that is relevant to the context of the discussion.
• Purpose: The writer needs to be clear about the objective the illustration is supposed to achieve, whether it is to clarify, summarize, or emphasize a point.
• Audience Appropriateness: The visual should be tailored to the audience’s needs and level of understanding.
• Clarity: The illustration must be clear, concise, and easy to understand.
• Support, Not Replacement: The writer should use illustrations to support and clarify their main points, not as a substitute for written analysis.
What are the characteristic features of a good illustration?
A good illustration has the following features:
• Relevant: It is directly pertinent to the subject matter being discussed.
• Clear and Concise: It is easy to understand, uncluttered, and presents its message without ambiguity.
• High Quality: The image or graphic is of high quality, visible, and easy to read.
• Focused: It communicates a single message or key point effectively.
• Consistent: It maintains a consistent style with other visuals in the presentation.
• Appropriate: It is suitable for the audience and the purpose of the presentation.
Why is it necessary for a visual to be placed close to the discussion in the text? Should you ever place them in the appendix? Why?
It is necessary for a visual to be integrated with the text because it is intended to be a supporting material. The verbal communication should refer to the visual aid to ensure it clarifies, supplements, or reinforces the text at the most relevant point, aiding reader comprehension. Placing it close to the discussion ensures the reader can see the supporting data immediately.
Visuals should be placed in an appendix if they are extremely detailed, very large, or supplemental in nature (e.g., raw data tables, extensive survey results). This prevents them from interrupting the main flow and readability of the report while still making the detailed information available to the interested reader.
Explain the criteria for a well-written title for visual aid.
A well-written title for a visual aid should be:
• Descriptive: It should accurately and concisely summarize the content or purpose of the visual.
• Clear: It must be easy to understand and leave no ambiguity about what the visual represents.
• Complete: It should provide enough context so the visual can be understood on its own if necessary.
What are the two types of tabular presentations? When should you use each type?
The two main types of tabular presentations are:
• General-Purpose Tables: Contain detailed, comprehensive data, often placed in an appendix for reference.
• Special-Purpose Tables: Designed to illustrate a specific point made in the report text, are simpler, and are placed within the body of the report close to the relevant discussion.
What are the advantages of presenting data in tables?
Presenting data in tables offers several advantages:
• Organization: They are effective for classifying information and organizing it into categories.
• Clarity for Qualitative Data: They are an excellent choice for presenting qualitative, non-numerical data.
• Precision: Tables are ideal for displaying precise numerical data in an organized format.
• Conciseness: A single table can often replace a long paragraph of text, presenting data more efficiently.
What is the purpose of a pie graph? Describe the situation in which you would use this graph.
The purpose of a pie chart (or pie graph) is to show the proportional distribution or percentage that different categories contribute to a whole (must add up to 100%).
You would use a pie chart in a situation where you need to show the composition of a total amount. For example, you could use a pie chart to represent a company’s market share breakdown, a project’s budget allocation, or the demographic breakdown of a survey’s respondents.
Describe the three-step technique for incorporating visual aids into a report.
The process for incorporating visual aids involves:
1. Understand Your Purpose: Know the objectives of your report and what you want the reader to learn.
2. Select Appropriate Aids: Based on your objectives, determine what type of visual aid (chart, graph, table) will best support your goal and message.
3. Integrate and Reference: Place the visual aid close to the relevant text discussion and explicitly refer to it (e.g., “As shown in Figure 1…”) to guide the reader.
Bring out the differences between the following: Chart vs. Table
| Feature | Chart | Table |
|---|---|---|
| Primary Format | Uses shapes, symbols, and other graphical representations to convey information. | Arranged in a structured grid of vertical columns and horizontal rows. |
| Data Type | Best for representing processes, hierarchies, timelines, or proportions (e.g., flowchart, pie chart). | Ideal for displaying precise textual and numerical data for direct lookup. |
| Main Purpose | To illustrate relationships, complex processes, or parts of a whole in a simple visual manner. | To organize and present detailed, specific data for easy reference and comparison. |
| Key Element | Visual shapes like circles, boxes, and connecting arrows are central to its structure. | The core elements are the cells formed by the intersection of rows and columns. |
| Example Use Case | Showing the organizational structure of a company (Organizational Chart). | Listing product specifications, prices, and availability. |
Bring out the differences between the following: Chart vs. Graph
| Feature | Chart | Graph |
|---|---|---|
| Definition | A broad term for a visual representation of information (e.g., pie chart, flowchart). | A specific type of chart that plots data points on a grid with axes. |
| Structure | A highly varied category of visuals; may or may not use axes. | Always uses a grid with a horizontal (X-axis) and a vertical (Y-axis). |
| Representation | Can represent qualitative information like processes, ideas, or organizational structures. | Primarily represents quantitative data to show relationships and trends between variables. |
| Data Connection | Elements are often connected to show a logical flow or hierarchy (e.g., arrows in a flowchart). | Data points are plotted and can be connected (e.g., a line) to illustrate a trend. |
| Primary Goal | To simplify and visualize a concept, system, or process for easy understanding. | To visualize the relationship between two or more sets of numerical data. |
Bring out the differences between the following: Bar Graph vs. Pie Chart
| Feature | Bar Graph | Pie Chart |
|---|---|---|
| Primary Purpose | To compare distinct numerical values across different, independent categories. | To show the proportional distribution or percentage of a whole. |
| Visual Format | Uses horizontal or vertical rectangular bars where the length is proportional to the value. | A circular chart is divided into slices, with each slice’s angle representing a percentage. |
| Data Comparison | Excellent for comparing one data point against others (e.g., sales figures by quarter). | Best for showing how individual parts contribute to a total amount (e.g., budget allocation). |
| Number of Series | Can effectively display and compare multiple data series for each category. | Typically represents only a single data series effectively. |
| Ideal Use Case | Use when comparing quantities between different groups or showing changes over a period. | Use only when you need to represent composition, and the parts must add up to 100%. |
Bring out the differences between the following: Table vs. Graph
| Feature | Table | Graph |
|---|---|---|
| Data Presentation | Presents exact numerical and textual data in a structured, organized format. | Visually represents data patterns, trends, and relationships using bars, lines, or points. |
| Interpretation | Requires the reader to carefully read and interpret specific values within the cells. | Allows for a quick visual interpretation of overall trends and comparisons at a glance. |
| Primary Use | Best suited for reference and lookup of precise information and individual values. | Designed for illustrating and emphasizing trends, correlations, or anomalies in data sets. |
| Level of Detail | Highly detailed, showing individual data points accurately and comprehensively. | Summarizes data, often showing an overall pattern rather than focusing on exact values. |
| When to Use | When the audience needs to know the specific numbers and details behind a finding. | When the key message is the trend, comparison, or relationship within the data. |
List three or four guidelines for constructing each of the following visual aids: (a) Bar graph (b) Pie graph
(a) Bar graph:
• Use it to show similarities and differences in numerical data across categories.
• Clearly label each axis (e.g., “Class” on the horizontal, “Average Score” on the vertical).
• Ensure the design is clear, concise, and visually easy to understand.
• Use consistent colors for the bars to avoid confusion.
(b) Pie graph (chart):
• Use it to show numerical information in percentages that add up to 100%.
• Label each segment clearly with its category and percentage value.
• Limit the number of segments to avoid a cluttered and confusing chart.
• Ensure the chart is visually clear and segments are distinct.
In what situations could you use each of the following visual aids: flowchart, organizational chart, photographs, bar graphs?
• Flowchart: To illustrate a multi-step process, such as a customer service protocol or a software algorithm.
• Organizational chart: To display the structure of a company, showing reporting relationships between departments and positions.
• Photographs: To add emotional impact, provide concrete real-world examples, or show a product or location.
• Bar graphs: To compare numerical data from different groups or time periods, such as sales by region or quarterly revenue.
Create a bar graph to show the work schedule of any proposed work.
Create a bar graph to compare the test scores of students in three different classes. Include labels for each class and the corresponding scores.
Design a pie chart to represent the market share of different car brands in a specific region. Label each segment with the brand name and percentage.
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