2.2 Combining Text with Visual Elements and Media

Graphics

Graphics can be very beneficial in supporting text: A good graphic can help you separate numbers from text or can help you reduce the number of words you need to describe something. But graphics can ruin a document if not used correctly. Consider purpose of the following types of graphics.

• Objective graphics depict reality. When you look at an objective graphic, you clearly see the object you are depicting. Photographs are the most obvious form of object graphic. Most of the time, photos show the reader a clear image of what the writer is providing. They are good for helping to reduce the amount of descriptive words in a document: a picture says a thousand words, after all. Illustrations can also be objective, but remember, they have to visually represent the object they are portraying.
• Symbolic graphics, naturally, symbolize reality. That’s why illustrations don’t always have to be objective. A graphic artist can distort an illustration to emphasize a point. Caricatures, for instant, do not depict reality. They resemble people, but noses or eyes or ears stand out to symbolize a point. Maps are examples of symbolic graphics. The lines for states and roads and cities are all symbolic of what is really there. Topographic maps, however, that actually show the terrain and not human-made objects, are more objective. Legends are often symbolic. In a map of Lake Champlain depicting marinas, the marina locations might be symbolized by a triangle.
• Abstract graphics, in a nutshell, are everything else. More specifically, abstract graphics are charts, tables, graphs, graphics that pull numbers out of text. They are very useful because lots of figures in text can become confusing and lost. A pie chart or bar graph, used correctly, can do wonders in presenting figures clearly.

The placement of graphics is important, as they can ruin a document if they are not done well.

Tips for Graphic Placement

Use graphics that are perceptible.

They should be separated from the text with white space. Some kind of border, ruled lines perhaps, can help keep graphics separate from text, so they can be easier to see and understand. They should be large enough for your audience to understand. I once saw a photo in the local newspaper depicting about 100 former Oscar winners. The picture was so small that you couldn’t make out any of the faces. It was basically a wasted photo.

Make your graphics accessible.

They should be as close to the text that they are referring to as possible. They should always be on the same page as the related text, unless you are dealing with a folded text (like a book) and the graphic is on the facing page. If you are using many graphics in a document, you should use an appendix to place them all in one section.

Clearly label your graphics.

Study graphics in textbooks, newspapers and magazines and see how objects in graphics are labeled. Lines are neat and definable and clearly point to the objects they are defining. Language used is not complex but easy to understand upon viewing the graphic.

Integrate your graphics into the document.

Callouts should be used in the text, and the graphic should be labeled clearly. Labels used in the graphic should match wording in the text. If you call it an antenna in your text, don’t refer to it as a aerial receiver in the graphic.

Use graphics that are easy to understand.

Plenty of bad graphics are made by professionals who did not do a good job with explaining the content of the graphic. Don’t let jargon from your field overwhelm the graphic. Use simple, clear language.

Choose graphics that are relatively easy and inexpensive to prepare.

Remember, you’re creating these documents for organizations, and cost is always an issue. Don’t let the graphic overwhelm the project.

Think About Audience

Whether you’re presenting information, designing a document, giving a demonstration, creating a poster, or trying to change people’s minds, your goal is to get your message across to your audience. For that reason, it’s important to remember that they may not interpret the information you are presenting exactly as you have. It’s your job as a presenter to explain your ideas using specific details, succinct and clear wording (avoid jargon), vivid descriptions, and meaningful images. As you organize your message, keeping this imaginary audience in mind can help you gauge how much background information and context to provide.

Choosing effective document design enhances the readability or usability of your document so that the target audience is more likely to get the message you want them to receive, and your document is more likely to achieve your intended purpose.Designing a document is like designing anything else:  you must define your purpose (the goals and objectives you hope your document achieves, as well as the constraints—such as word count and format—that you must abide by), understand your audience (who will read this document and why), and choose design features that will best achieve your purpose and best suit the target audience. In essence, you must understand the rhetorical situation in which you find yourself: Who is communicating with whom about what and why? What kind of document design and formatting can help you most effectively convey the desired message to that audience? You want to use the most effective rhetorical strategies at your disposal; document design is one of those strategies.

Choosing Media and Format for Visual Aids

Perhaps you’ve heard the phrase “Death by PowerPoint” to explain that all-too-familiar feeling of being slowly bored to death by a thoughtless presenter who’s droning on and on about boring slide after boring slide. If you’d like to know what the experience is about, and you have time for a laugh, watch the following video, starring stand-up comedian Don McMillan. McMillan pokes fun at bad presentations, but he has some very sound advice about what not to do.

You may consider using PowerPoint for your presentation, and that’s perfectly fine. PowerPoint can be a very effective tool with the right organization, layout, and design. Below is a list of five common pitfalls that you can and should avoid, and doing so will go a long way toward making your PowerPoint presentation successful:

1. Choosing a font that is too small. The person in the very back of the room should be able to see the same thing as the person in the front of the room.
2. Putting too many words on a slide. Remember it’s called PowerPoint, not PowerParagraph! Keep your bullet points clear and succinct.
3. Having spelling errors. Have somebody proofread your slides. Any typos will detract from your presentation.
4. Choosing distracting colors that make it hard to read the information. PowerPoint gives you a lot of color choices in their design templates. The ideas in your brilliant presentation will be lost if your audience is struggling to read the content.
5. Selecting images or visuals that do not clearly align with the content. For instance, a cute photo of your cat may look lovely up on the screen, but if it doesn’t connect to your topic, it’s just fluff that detracts from your message. Every slide counts, so make sure the visuals support your message.

Though many of these suggestions focus on PowerPoint and presentations, they are applicable and useful in the creation of all types of messages and media.

Attribution & References

Except where otherwise noted, this page is adapted from Text: Preparing a Presentation In College Success by Lumen Learning, CC BY 4.0.

• Introduction is adapted from Incorporating Text into Graphics In Technical Writing by Lumen Learning, CC BY 4.0. Attribution from source: Eng 235. Authored by: Jeff Meyers. Provided by: Clinton Community College. License: CC BY: Attribution
• Content under Think about your audience has been added from 14.1: Audience Analysis in Document Design In Advanced Professional Communication by by Melissa Ashman; Arley Cruthers; eCampusOntario; Ontario Business Faculty; and University of Minnesota, CC BY-NC-SA 4.0

Adaptations: Removed and streamlined text, adjusted to 3rd person, enhanced the audience section.