LC 4 Chap 7 Graphics J13 - 1

Leadership Communication, 4th edition by Deborah J.
Barrett
Graphics with a Leadership Edge
Lectures Based on
Leadership Communication, 4th edition
By Deborah J. Barrett, Ph.D.
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Leadership Communication, 4th edition by Deborah J. Barrett
Chapter 7 - 2
Discussion Topics
Recognizing when to use graphics
Employing fundamental graphic design principles
Creating meaningful and effective text layouts
Selecting and designing effective data charts
Making the most of presentation tools
Chapter 7 - 3
When to Use Graphics

Reinforce the message
Provide a roadmap to the structure
Illustrate relationships or concepts visually
Support an assertion
Emphasize important ideas
Maintain and enhance interest
Chapter 7 - 4
Discussion Topics

Chapter 7 - 5
How to Design a Slide

Keep it simple: Remember Less is more
Have only one message per slide
Make sure the slide title captures the so what?
Select graphics that support the message
Use shading to guide audience to the message
Use animation only if it reinforces the message
Chapter 7 - 6
Colors and Fonts to Use

Dark background (dark blue to black)
White, cream, yellow, or gold font
Arial or similar sans serif font
At least 20 point font size for text, depending
on size of the room
28+ font size for titles, depending on room
Chapter 7 - 7
Colors and Fonts to Avoid

White background
Black serif font
All caps in titles or text
Initial caps except in titles
Underlining of text
Red font on blue backgrounds
Chapter 7 - 8
Examples of Poor Font Design

Black on white background does not show up well
and should be avoided
as should a Serif font on any background.
Font too small: no one can read it.
ALL CAPS ARE HARD TO READ AND LOOK

AS IF YOU ARE YELLING!
Initial Caps are Distracting and Technically Incorrect
for Text within Charts.
Underlining cuts off the bottom of descending letters.
Red letters on blue backgrounds are blurry.
Chapter 7 - 9
Other Design Violations

Too many words on the slide
Not using hanging indents for text lists of
more than one line
Having too many widow words
Backgrounds detracting from the message
Graphs pulled in from Excel without improving
legibility and making them consistent with the
presentation format
Chapter 7 - 10
Discussion Topics
Making the most presentation tools
Chapter 7 - 11
Text Not Formatted Effectively

Too Many Words
Key Current Quarter Priorities
Global Division:
Maintain consistent price pressure against competition
Execute toward lower alternative targets
Implement new global/local philosophy
Work with Area divisions to increase and monitor attach rates
Technical Division:
Use SWAT team and various Area projects such as ACE in So America and Thrust in Europe to
impact customer acceptance of the New line 2000 and families and increase channel sales out
on Newline 2000, 2500, and 3300 families to achieve target market share
Analysts removed Newline products from problem watch in July; communications deliverables
sent to Global Marketing groups worldwide
Expansion Division:
Deplete Technical companion inventory by end of 1997 to pave the way for AMstart (announce in
August; launch AMstart with European mono availability in January; So America in February;
European and So American color models available in March)
Implement Expansion HUBs in Europe and So America in November
Participate in development of Newline Electronic Commerce offering for Europe and Electronic
Options in 1Q00 So American Rollout
Chapter 7 - 12
Text Not Formatted Effectively

Widows and No Use of Hanging Indents
Global Division:
Work with Area divisions to increase/monitor attach
rates
No hanging indent
Technical Division:
Use SWAT team and various Area projects such as ACE in So
America and Thrust in Europe to impact customer acceptance of
the New line 2000 and families and increase channel sales out on
Newline 2000, 2500, and 3300 families to achieve target market
share
Widows
Chapter 7 - 13
Text Formatted Effectively

Global Division
Maintain consistent price pressure
Execute toward lower alternative targets
Increase attach rates through Area divisions
Technical Division
Improve customer acceptance of New line 2000
Achieve target market share by increasing sales
on Newline families
Chapter 7 - 14
Effective Text Variation

Using Two Columns
Current Priorities by Division
Division
Global
Technical
Priority Actions
Work with Area divisions to
increase/monitor attach rates
Use SWAT team and Area projects to
impact customer acceptance of the
Newline 2000 and families
Increase channel sales on Newline and
families to achieve target market share
Chapter 7 - 15
Text Variation Using Graphic Support

Current Priorities by Division
Technical
Use SWAT team
projects to improve
Newline acceptance
Increase channel
sales for Newline
family
Expansion
Deplete surplus
inventory of Tech
Companion
Implement expansion
hubs in Europe and
North America
Global
Increase and monitor attach rates
Chapter 7 - 16
Text Variation Guiding the Eye with Graphics

Steps In Creating Effective Charts
Determine the message
Choose the comparison
Draw the chart

Source: Gene Zelazny,
Say it with Charts.
Chapter 7 - 17
Determining When to Build Text Charts

You should decide to build or not to build a
text slide by the amount of time you plan to
spend on each bullet.
If you plan to talk about the text as a
whole, do not build.
If you plan to spend some time discussing
each bullet point, you might want to build,
bullet by bullet.
If you decide to build, then have each bullet
with text appear, not fly into the slide.
Chapter 7 - 18
Discussion Topics
Chapter 7 - 19
Selecting the Right Type of Graph

Use this type of graph to
Pie
Compare proportions and relative

amounts
Bars
Convey absolute value data, relative

sizes, or close comparisons
Step or waterfall
Convey differences
Histograms
Show whats typical or exceptional
Line
Demonstrate trends or interactions

between variables
Scatter Plot
Illustrate how well one thing predicts

another
Chapter 7 - 20
Designing Data Charts:

How Not to Label Pie Charts
Law Firm Size
$ Millions
$67
$92.10
Title does not

capture so what?
Johnson &
Smith
$243.70
James & Connelly

Kramer & Mattee
$177.80
Davis & Jimenez

$231.40
Lawyer Reports, July 7, 2013
Brown &
Peterson
Legend outside
of graph
Chapter 7 - 21

How to Label Pie Charts
Two Firms Have Highest Revenue
$ Millions
Davis &
Jimenez
Kramer
& Mattee
Brown &
Peterson
Johnson
& Smith
$67
$92
$244
$178
Lawyer Reports, July 7, 2013
$231
James &
Connelly
. by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
2014
Chapter 7 - 22

How Not to Do Bar Graphs
Chart junk
(unneeded
zeroes)
Two titles &

neither
with
meaning
Evaluation
Sales
$4,000
$3,000
Bars too narrow;

space between
too wide
Background not
consistent with rest
of presentation
$2,000
$1,000
$0
07
08
09
10
11
12
13
Year matrix implemented

Chapter 7 - 23

How to do Bar Graphs
Sales Increase Since Matrix Implemented
$ in Billions
$4
3
2
1
0
07
08
09
Matrix implemented
10
11
12
13
Year
Chapter 7 - 24

Another Poorly Designed Bar Chart
Market Assessment Title does not
Axis label
capture so what?
not rotated
for easy Individual consumption of ice cream declining
reading
compared to other dessert products
Production (Qts)
16
14
12
10
8
6
4
Background
2
not consistent
with rest of0 09
presentation
Ice Cream
Ice Milk
Others
10
11
Years
12
13
Legend
outside of
graph
Chapter 7 - 25

Effective Bar Chart
Desserts Increasing at Ice Creams Expense
% of Total
Other
Desserts
19
20
21
21
23
22
22
23
Ice Milk
69
58
58
57
56
Ice
Cream
2009
2010
2011
2012
2013
23
25
Chapter 7 - 26

How Not to Do a Line Graph
Axis label
not rotated
for easy
reading
Financial Status
Divisional Performance
Revenue ($ MM)
7
6
5
4
3
2
1
Background0not 08
Two titles &

neither
with
meaning
consistent with rest

of presentation
Legend
outside of
graph
09
10
11
Year
12
13
Division A
Division B
Chapter 7 - 27

How to Do a Line Graph
Division B Out Performing A
Revenue
($mm)
7
Division B
6
5
4
3
2
Division A
1
0
2008
2009
2010
2011
2012
2013
Chapter 7 - 28
Discussion Topics
Chapter 7 - 29
Making Presentation Tools Work for You

Making good use of the right presentation tools
can make your presentations more effective
For example, a few basic and not so basic uses:
Take advantage of a well-designed title slide
to introduce your topic and your organization
Use animation purposely to make the
message more accessible to your audience
Recognize the potential of carefully designed
infographics
Finally, venture out beyond PowerPoint or
Keynote when appropriate
Chapter 6 - 30
Effective Title Slide
Doing Business
Successfully in Vietnam
Captures
so what?
Identifies
audience
Presented by Development Team:

Mary Smith
Bill Jones
Jin Nguyen
Charles Johnson
Lists
Presenters
To Area Division Staff

September 8, 2013
Gives date
Chapter 7 - 31
Using Color and Animation to

Convey a Message
Three Forces Driving the Industry Profits
Force #1
Global,
multiindustry
trends
Industry profit splits

2003
Ind
50%
Majors 40%
2013
75%
15%
Force #3
Petroleum
industry
player
actions
Force #2
Industryspecific supply
and demand
Chapter 7 - 32
Use of Animation to Build a Message

Performance History
1980s
Established
15% market
share
Adjusted
royalties to
equal net
profits
1990s
2000s
Market share
increased to 25%
Market share
decreased to 10%
Split profits
Spun off
peripheral assets
Paid bonuses
Chapter 7 - 33
Prezi Tells Story Using Animation
Go to
prezi.com
to give it a try.
Copyright 2013 Prezi Inc. Used with permission. This depiction of the
Prezi page is not affiliated with, or sponsored or endorsed by, Prezi Inc.
Chapter 7 - 34
The World of Infographics

Infographics use
visuals extensively to
convey complex
information and data.
Examples abound on
the Web. See
sample at right from
pinterest.com/massa
ble/infographics/
Chapter 7 - 35
One Famous Infographic: Minard Depicts

Napoleons 1812 Russian Campaign
Charles Minard published this graphic in 1869. Obviously, PPT cannot do it

justice, so please go to www.edwardtufte.com to see it. Also, Edward Tufte
discusses this infographic and provides many other examples.
Chapter 7 - 36
Slide Rocket Engages Audience and

Allows Easy Collaboration
Collaboration
Go to
sliderocket.com
to give it a try.
Chapter 7 - 37
Just Because You Can,

Doesn't Mean You Should*
$30,000
No!
$25,000
No!
$20,000
No!
$15,000
$10,000
$5,000
$0
*Graph provided by an MBA student as a

bad example. He supplied title as well.
5
Revenue
Profit Before Tax
Profit After Tax
Chapter 7 - 38
Reminders on Delivering with Visuals

Check equipment and room in advance
Introduce each visual before you show it
Avoid blocking the audiences view
Walk your audience through
more difficult graphics
No, No, No
Look at your audience, not

back at the screen or at your
tablet or laptop
Chapter 7 - 39
Final Pointers on Using Visuals

Use visuals to reinforce your message
Create each visual carefully with
One central message,
Few words, and
Simple, attractive graphics
Remember, you should be the focus of the
presentation, not your visuals
Chapter 7 - 40
Discussion Summary
Graphics should follow design best practices
Chart titles should capture the so what and
all words in text charts convey meaning
The type of graph should be selected that best
conveys the message
Data charts should be easy to read and
consistent with the presentation format
Visuals should be used to support presenters
and their messages

LC 4 Chap 7 Graphics J13 - 1

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Leadership Communication, 4th edition by Deborah J.

Graphics with a Leadership Edge

Leadership Communication, 4th edition by Deborah J. Barrett

Leadership Communication, 4th edition by Deborah J. Barrett

When to Use Graphics

Leadership Communication, 4th edition by Deborah J. Barrett

Employing fundamental graphic design principles

Leadership Communication, 4th edition by Deborah J. Barrett

How to Design a Slide

Leadership Communication, 4th edition by Deborah J. Barrett

Colors and Fonts to Use

Leadership Communication, 4th edition by Deborah J. Barrett

Colors and Fonts to Avoid

Leadership Communication, 4th edition by Deborah J. Barrett

Examples of Poor Font Design

ALL CAPS ARE HARD TO READ AND LOOK

Leadership Communication, 4th edition by Deborah J. Barrett

Other Design Violations

Leadership Communication, 4th edition by Deborah J. Barrett

Leadership Communication, 4th edition by Deborah J. Barrett

Text Not Formatted Effectively

Leadership Communication, 4th edition by Deborah J. Barrett

Text Not Formatted Effectively

Leadership Communication, 4th edition by Deborah J. Barrett

Text Formatted Effectively

Leadership Communication, 4th edition by Deborah J. Barrett

Effective Text Variation

Leadership Communication, 4th edition by Deborah J. Barrett

Text Variation Using Graphic Support

Leadership Communication, 4th edition by Deborah J. Barrett

Text Variation Guiding the Eye with Graphics

Determine the message

Choose the comparison

Draw the chart

Leadership Communication, 4th edition by Deborah J. Barrett

Determining When to Build Text Charts

Leadership Communication, 4th edition by Deborah J. Barrett

Leadership Communication, 4th edition by Deborah J. Barrett

Selecting the Right Type of Graph

Compare proportions and relative

Convey absolute value data, relative

Show whats typical or exceptional

Demonstrate trends or interactions

Illustrate how well one thing predicts

Leadership Communication, 4th edition by Deborah J. Barrett

Designing Data Charts:

Title does not

James & Connelly

Davis & Jimenez

Lawyer Reports, July 7, 2013

Leadership Communication, 4th edition by Deborah J. Barrett

Designing Data Charts:

Lawyer Reports, July 7, 2013

Leadership Communication, 4th edition by Deborah J. Barrett

Designing Data Charts:

Two titles &

Bars too narrow;

Year matrix implemented

Leadership Communication, 4th edition by Deborah J. Barrett

Designing Data Charts:

Leadership Communication, 4th edition by Deborah J. Barrett

Designing Data Charts:

Leadership Communication, 4th edition by Deborah J. Barrett