PART III - VISUAL COMMUNICATION - TECHNIQUES AND GUIDELINES

Adding visuals to your presentation is important because it provides a visible medium where you could
convey your thoughts to an audience and it gives a certain personality to your oral message. Some presenters,
however, find this extra effort rather difficult. Apparently, it's not enough that you are able to draw your artwork,
but effective visual communication demands more than that. It requires a creative mind to design and structure
the visual portion of your presentation. And this handout should help you get started. What I'd like to do is to
share with you some techniques and guidelines in visual communication. I'll briefly discuss the following:
(1) planning your visual communication, (2) types of visuals, (3) visual design, and (4) flipcharts and overhead
transparencies as visual media.

I. How Do You Plan Your Visual Communication?

The key in planning is to determine a clear path of where you're going. In visual
communication this means coming up with a visual outline, which is more formally called a
storyboard. The storyboard process allows you to think visually on paper rather than in a final visual
form like a flipchart or overhead transparency. It involves very simple drawings and short descriptions of
your visual. You could use index cards (say, 3" x 5") large enough to hold information and easy
enough to shuffle as you change your visual plan when new thoughts come in. Sketch your visual idea
separately on each index card (number and describe it as well) and sequence your cards based on your
initial plan, then shuffle them when you find a more effective approach. This process will help you
organize and structure your visuals as you work through your oral presentation. Most people,
though, try to save time by eliminating the storyboard process and going directly to the production of
artwork. Unfortunately, because of lack of adequate planning, they eventually spend more time
drawing up their visuals and changing them because they don't have a clear direction of where they're
going. Remember, the storyboard process is the visual planning process and no amount of production
and artistic experience could substitute for this process.

II. What Types of Visuals Should You Use?

Two main types of visuals are to be used in your storyboards and in the final production of your
artwork. These are linking and supporting visuals.

Linking visuals consist of words or group of words that visually guide an audience through
the structure of your presentation. Correctly used, linking visuals are placed at predetermined positions
in the oral presentation to produce maximum communication effectiveness. Remember the introduction,
body, and conclusion of your oral presentation? Well, this structure will help you develop the forms of
linking visuals, namely: initial linking visual, topic linking visual, and concluding linking visuals.

The initial linking visual introduces the audience to the subject to be covered in the body of the
presentation. The major points of the upcoming message should be noted in this visual. It's basically an
outline of your presentation (see example) and its' best to introduce your initial linking visual when
you've developed the interest of your audience in your introduction. It is at this point that the audience
wants to know your "game plan", i.e., how you plan to structure your oral presentation, and they are
eager to preview what you have to say.

Once you move the audience into the body or main portion of your presentation, you then
make use of topic linking visuals. Topic linking visuals are copies of the initial linking visual but are
presented within the body of the message to guide the audience through the steps of the outline
originally developed in the initial linking visual. Suggested techniques are as follows.

(1) Progressive disclosure topic linking visual -- this provides a smooth visual transition from
the topic being discussed to the next topic to be presented. This enables the audience to
review the previously discussed topic and see how it is associated with the new topic.
(Highlight the new topic by using, say a red check mark for additional focus.)

(2) Coded topic linking visual -- this involves coding the linking visual using different colors.
For instance, you could use red lettering to emphasize the topic being presented as opposed to
blue lettering for other topics. Note that color stands out as a continuous reminder of where
 the audience should focus their attention as they look at your visual. This technique allows
the audience to review and preview the structure of the message at each transition point while the
topic being discussed is highlighted in an attention-getting color (say, red). It reminds the
audience where you've been and where you're going.

(3) Side stage topic linking visual -- this makes use of the initial linking visual that was used
earlier in your introduction. The initial linking visual is not removed from the audience's view.
It is just placed at the side of the presentation area (or stage) away from the mainstream of the
presentation but still in front of the audience. You then simple gesture or point to the initial
linking visual as you move from topic to topic in the body of your message. This enables the
audience to continuously view the full organization of the message in front of them. This
technique is often done when more than one visual medium is being used. For instance,
overhead transparencies should carry the content of the presentation while a flipchart can hold a
side stage topic linking visual. In other instances, you may use two flipcharts where one holds
the side stage visual while the other carries all the other visuals.

A final opportunity for the audience to review the structure of your presentation and measure
how well they understood your message is through the concluding linking visual. This visual
summarizes and reinforces the message before you end your presentation. For this purpose, you could use
an exact duplicate of your initial linking visual and put it at the end of all your other visuals. The
concluding visual helps you make a transition from the body of the message and should be placed at
the start of the conclusion of your presentation.

An added note. Be careful with "information overload". That is, present the audience visually
with only the major points of your message. While specific guidelines in visual design will be covered in
the next section, at this point it is important to remember that in designing your visuals, include only
at most 7 elements of information. Beyond this, the audience will have difficulty remembering your
message especially if your presentation is of a complex nature. So to achieve maximum effectiveness,
keep your visuals simple and closely tied to the oral presentation.

Now that you've learned about linking visuals, let's talk about the other type. Supporting
visuals provide visuals proof to support a presentation. These include graphs, charts, picture,
cartoons, models, etc. that supply evidence, show various alternatives and data. More
specifically, primary supporting visuals are used hand in hand with the topic linking visuals as they
provide evidence or visual reinforcement to the statement of your linking visuals. You could use a
combination of the following forms of supporting visuals;

(1) graphs - these are used to present complex numerical data in a simple and meaningful way.
However, be careful in converting data to graphs (and comparing graphs) in terms of scale,
accuracy and clarity to the audience. You may use several styles:

(a) line graphs - to show data points over a period of time, especially in emphasizing
trends and making projections

(b) column graph- to highlight specific amount for specific periods of time and make
data appear less statistical

(c) bar graph - to focus on quantities of particular items relative to other items

(d) pie/circle graph - to show relationships of parts to the whole

(2) tables - these are used to present numerical values that normally cannot be presented in
graph form. However, be careful in presenting excessive data on a single visual and make sure
that the numbers and words are legible. (In case of financial statements, an effective way is
to present this visual and, at the same time, distribute xerox copies of your data to your
audience. In this way, the audience would better follow your visual and the numbers you're
presenting.)

(3) symbols and models - these are used to convey meaning very quickly, e.g., corporate
trademarks, logos, which carry in them evidence that cannot be visualized.
 (4) drawings - these are used to show layouts and relationships but not necessarily drawn to
scale or to show exact detail. For highly complex drawings these are better shown by adding
color or redesigning for simplicity.

(5) schematics - these are used to simplify complex relationships in equipment through
symbols. Although these are easily understood by experts, they are not normally well-
discerned by audience outside the particular profession. As such, care must be exercised in
their use before mixed audiences.

(6) flowcharts, organizational charts, and block diagrams - these are used to show processes,
relationships or flows between elements. These are easier understood by a general audience as
compared to schematic drawings.

(7) maps - these are used to show position or location.

(8) photographs - these are used to capture a realistic presentation of an object.

(9) cartoons - correctly used, these could add humor and sense of identity to a presentation. Make
sure that the letterings are legible. However, be careful in their use since some people regard
the use of cartoons as degrading to the presentation.

(10) real items - these are used to describe attributes to audiences. Their uses are limited, though,
since they can be seen by only a small audience. While converting it to a photograph would
correct for this problem, you'll be trading-off the dimensionality of real items.

(11) word visuals - these are used to present lists of items. But don't overuse them. They should
be used only as a last resort for a supporting visual.

Besides the primary supporting visuals you've prepared for your main presentation, it is also
necessary to have secondary supporting visuals on hand. This form of visuals are used during the
question and answer session, and are prepared in anticipation of questions to be asked by a panel or an
audience. Although you may not eventually use them, it is better to be "on your toes" and prepare for
the unexpected rather than be caught off-guard.

III. How Do You Design Your Viduals?

Designing visuals is equally important as the visual planning process. As a guideline,

you should observe legibility, simplicity, and clarity in your visual design.

Legibility refers to the following:

(1) colors chosen for the artwork should be strong, though pleasing - avoid the use of pastel
colors.

(2) lines, letters, and symbols should adequately contrast with the background.

(3) letters and symbols should be bold and simple with no small openings that would
be distracting when projected.

(4) letter should be large enough to be seen by the audience. Suggested letter size is
indicated below:

Approximate Size of Minimum Suggested

Media Audience size Material Letter Size

Flipchart 20 people 24"x36" 1 1/2" letters

Overhead transparency >100 people 8"x11 1/2" 3/8" letter

 (5) use a combination of upper and lower case letters--otherwise, it becomes difficult to
read and appears monotonous for the audience.

Simplicity refers to the following concepts:

(1) visuals should be designed to stand alone, i.e., it must convey a complete idea -- use
words or short phrases with meaning

(2) visuals should be designed with simplicity in mind, i.e., don't overload your visual
space with information.

Clarity of visuals makes sure that the audience understands what you want to communicate and
that your visuals should be instantly recognizable to the audience. More specifically, this refers to the
following:

(1) check for continuity of design - same letter style, similar designs, similar choice of color and
artistic treatment throughout the presentation.

(2) correctly use color to emphasize and differentiate -- emphasize by using bright or different
colors which can stand out and come to the attention to the audience to enable them to
remember/focus on specific items; differentiate with different colors to distinguish
important information from titles of visuals and other elements. Suggested color uses are:

Color Title Text Accent

Black excellent excellent don't use
Blue excellent excellent don't use
Red acceptable acceptable excellent (to imply warning,
negative, stop)
Green acceptable acceptable Excellent (to imply go)
Brown acceptable acceptable don't use
Yellow don't use don't use for background use only

You could also differentiate by using different patterns, e.g. in a line graph, you can use
solid, broken and bold lines.

(3) point to elements in your visual by physically pointing with your hand or other pointers, by
position pointing (too, bottom, left, right) or by color/shape pointing where you mention
specific attributes of the elements in the visuals.

IV What's A Good Visual Medium To Use?

Flipcharts and overhead transparencies are popular visual media used for business
communication Flipcharts could be used for the linking and supporting visuals. You could use a 24" x
36" sheet of Manila paper or newsprint papers. Some guidelines for its use are as follows:

(1) you should leave about 6-9" at the top of each flipchart visual to compensate for the space
required when your visuals pile up to a "roll" once you start flipping it;

(2) put your charts in correct order and staple them at the top to prevent them from slipping out;

(3) securely clamp your stapled chats to the easel;

(4) maintain the oral presentation while introducing new visuals, i.e., practice talking while
flipping your charts;

(5) practice pulling the papers over the top of the chart and managing the height of the flip charts;

(6) pace the audience by using blank pages when necessary, especially at the start for cover and
to focus attention on yourself or other aspects of the oral presentation;

(7) correctly use a pointer to help you emphasize certain elements of your presentation; and
(8) index your flipcharts, i.e., put small protruding cardboards at the lower edge of your flip chart
to help you identify the pages and facilitate flipping them.

Overhead transparencies are often used for business presentations as well. In preparing
this visual, it is advisable that you mount the transparency material to a cardboard frame for easy
handling and convenience in carrying multiple transparencies. Handmade transparencies make use of
permanent and non-permanent (water soluble) markers or pentel pens to draw your artwork and to
make multi-colored visuals. Non-permanent markers may specially aid you if you wish to change your
drawings and erase with a dampened cloth. On the other hand, machine made transparencies
make use of a paper copier (or xerox machine). Computer graphics and computer-aided lettering
could be printed on white paper which could then be xeroxed into your transparency material. A problem,
though, is that the xerox copies can only give you blank image transparencies and they don't
come-off as easily. Some tips in using transparencies are as follows:

(1) produce transparencies that are legible, simple and clear. Specifically, transparencies will be
legible for your intended use if they can be read without projection at a distance of 10 feet.
Also, maintain lettering of 3/8" or larger (use template given)

(2) carefully mount your transparencies to a cardboard frame - mounting helps you use multiple
transparencies and overlays (one transparency on top of another) effectively in one
frame. The frame also provides an area for writing important notes to remind you about points
you want to discuss in your transparency.

(3) progressively disclose your visual -- display the separate points of your visual one at a time to
control the flow of information to your audience. You could place a loose paper over the
information and progressively remove it when you want to discuss a point. Be careful,
though, as it might slip off from the projector stage. To solve this problem, use "barn doors".
These are pieces of (opaque) paper taped to the frame and they cover each set of
information separately. Another method is to use overlays by taping separate transparencies
to the frame. Each transparency contains separate information and is folded back until its
time for you to disclose that information. However, don't use more than 7 transparencies
in one frame since this limits the light that can be transmitted and diminished the legibility of
your visual.

(4) guard against "keystoning" -- make sure that the head of the projector is projecting image at
exactly 90 to the screen. Otherwise, visual distortions would occur (that's keystoning!) where
the top of the image may be projected larger than the bottom.

(5) point at the transparency on the projector stage (instead of pointing at the screen) to
emphasize certain information - this eliminates blocking the light and the projected image as
you walk around the screen. For this purpose, lay a pencil or pen on the projector stage on top
of your transparency keeping the chart tip pointed towards the information you're
emphasizing. Refrain from holding the pointer to avoid distractions due to shaking brought by
nervousness and unsteady hand.

(6) turn on/off the projector properly - turn the projector on when you're ready to present a
transparency. Turn it off if you're not projecting information or when you wish to redirect the
attention to the oral portion of your presentation.

In sum, managing the visual portion of your oral message is important in order to come up with
an effective presentation. It is necessary that you learn the basics of visual communication - visual
planning, designing, visual forms and media. Correctly used, visuals are powerful tools to help you
communicate effectively in your oral presentation!
 CRITIQUE FOR VISUAL PRESENTATION
(To Evaluator: Check rating and write comments)

Grade Rating
CRITERIA Poor Average Excellent Comments

A. Structure Easily Identified and Relevant Concepts

Visualized

1. Objective Statement
2. Initial Linking Visual
3. Topic Linking Visual
4. Concluding Linking Visual
5. Supporting Visuals

B. Technical Design
1. Lettering legibility
2. Suitable letter style
3. 7 lines or less per visual
4. Minimum letter height with ample thickness
a. Flipcharts: 1 1/2" letters
b. Transparencies 3/8" letters
c. Power point presentation size 48
5. Title on each visual
6. Technical use of color
7. Major points identified
8. Appropriate presentation style

C. Command of Medium and Presentation

Technique
1. For Flipchart:
a. Blank page when necessary
b. Unobstructed view
c. General Use of Medium
2. For overhead transparency/powerpoint:
a. Image fills screen
b. Focus
c. Keystoning avoided
d. Progressive disclosure when necessary
e. Off/on projector when necessary
f. Unobstructed view
g. General use of medium

D. Impact