商务与管理沟通（英文版 原书第12版）课件 Ch13 Creating Visuals and Data Displays

Chapter13CreatingVisualsandDataDisplaysLearningObjectives13-1 Whentousevisualsanddatadisplays.13-2 Howtocreateeffectivevisualsanddatadisplays.13-3 Howtointegratevisualsanddatadisplaysintotext.13-4 Howtouseconventionsforspecificvisualsanddatadisplays.VisualsandDataDisplaysHelpmakedatameaningfulSupportargumentsHelpcommunicatepointsEnhanceoralpresentationsPresentnumbersdramaticallyWhentoUseVisualsandDataDisplaysUsevisualsanddatadisplaysto:PresentideascompletelyFindrelationshipsMakepointsvividEmphasizematerialPresentmaterialmorecompactlyandwithlessrepetitionEveryvisualshouldtellastory7GuidelinesforVisualsandDataDisplaysCheckthequalityofthedataDeterminethestoryyouwanttotellChoosetherightvisualordatadisplayforthestoryFollowconventionsUsecoloranddecorationwithrestraintBeaccurateandethicalUseappropriatesoftware1.ChecktheQualityofDataDatadisplaysareonlyasgoodastheunderlyingdataCheckthatdatacomesfromreliablesourcesCheckthatyouhavedataforallfactorsyoushouldconsiderDonotusevisualsofunreliabledata2.DeterminetheStoryYouWanttoTellEveryvisualshouldtellastoryTofindstories:FocusonatopicSimplifythedataonthattopicandconvertnumbertosimpleunitsLookforrelationshipsandchangesProcessthedatatofindmorestoriesTestitagainstallthedatatobesureit’saccurate3.ChoosetheRightVisualfortheStorySomevisualsanddatadisplaysinclude:PhotographsInfographicsDrawingsMapsTablesGnattchartsDynamicdisplaysChartsandgraphs:PiechartBarchartLinegraphDotchartChoosetheVisualtoFittheStoryJumptolongimagedescriptionComplexStoriesMayNeedMultipleVisualsSource:CentersforDiseaseControlandPrevention,“NationalandRegionalOutpatientIllnessandViralSurveillance,”Fluview,accessedJuly3,2013,/grasp/fluview/fluportaldashboard.html.4.FollowConventionsUseformalvisualsanddatadisplaysforproposalsandreportsIncludesbothnumbersandtitlesforfiguresTitletellsthestorysotheaudienceknowswhattolookforandwhyitisimportantUseinformalvisualsanddisplayswithoutnumbersortitlesforotherdocumentsKeepinmindculturaldifferences5.UseColorandDecorationwithRestraint(1of2)AudiencesinterpretcolorbasedoncontextInterpretedpositivelyornegativelyColorconnotationsvaryamongculturesandprofessionsColorcanassociatewithcorporate,national,professionalassociations5.UseColorandDecorationwithRestraint(2of2)Avoidcolorcombinationsindistinguishabletocolor-blindindividualsUseminimumshadingandlinesForblackandwhitegraphs,useshadesofgrayAvoidirrelevantimagesandchartjunk6.BeAccurateandEthical(1of3)AvoidmakingaudiencestudyvisualtolearnmainpointLabelandexplainalterationstoimagesDistinguishbetweenactualandestimatedorprojectedvaluesWhenyoutruncateascale,dosoclearlywithabreakinthebarsorbackgroundIncludethecontextofdata6.BeAccurateandEthical(2of3)Avoidperspectiveandthree-dimensionalgraphsAvoidcombiningwithmultiplescalesUseimagesthatarebias-freeAvoidcombininggraphswithdifferentscalesUseimagesofpeoplecarefullyinhistographsBeingEthicalCanRequireCreativityCreateahotlineadthatonlythechildrencansee,evenwhentheirabuserisstandingnexttothemButtheyareofteninthepresenceoftheirabusersAbusedchildrenneedhelpJumptolongimagedescription7.UseAppropriateSoftwareUsesoftwareforyourpurposesFortables,piecharts,barcharts,linegraphs,orGanttcharts:Excel,Numbers,oropensourceprogramssuchasOpenOfficeorGoogleSpreadsheetsForeditingphotographsorcreatingdrawings,maps,orinfographics:Photoshop,Publisher,PowerPoint,InDesign,orIllustratororopen-sourceprogramssuchasOpenOfficeDraw,Gimp,Paint,orGoogleDrawingIntegratingVisualsintoYourText(1of2)RefertoeveryvisualanddatadisplayinyourtextPutvisualassoonafterreferenceasspaceandpagedesignpermitSummarizemainpointofvisualbeforethevisualitselfAmountofdiscussiondependsonaudience,complexityofvisual,andimportanceofpointAftervisual,evaluatethedataanddiscussitsimplicationsIntegratingVisualsintoYourText(2of2)Ifthematerialisnewtotheaudience,provideafullerexplanationIfthevisualiscomplex,helpthereaderfindkeypointsIfthepointisimportant,discussitsimplicationsinsomedetailSpelloutnumbersthatfallatbeginningofsentencePutnumbersinparenthesesatendofclauseorsentenceConventionsforSpecificVisualsEachtypeofvisualcanhelptellastoryinadifferentwayPhotographsInfographicsDrawingsMapsTablesChartsandgraphsBarchartsLinegraphsGnattchartsDynamicDisplaysPhotographsBestforauthenticityUsehigh-qualityprofessionalphotoswhenaudiencewillhaveabilitytozoominCrop,ortrim,photosethicallyEnsurephotoisauthentic(notstagedorunethicallyedited)InfographicsBestusedtoinformandeducateUsetopresentbothqualitativeandquantitativeresearchEffectiveforsophisticatedcombinationofdatadisplaysDrawingsJumptolongimagedescriptionMapsToemphasizelocationorcompareitemsindifferentlocationsTocreateethical,effective,andaccuratecreationofmaps,reducedistortionAccuratelydepict:AreaConformalityDirectionDistanceReduceDistortionPhotocredit(left):Strebe/CCBY-SA3.0.Photocredit(right):WhenUsingMapsReducedistortionofthemostrelevantelementsAcknowledgedistortionifitaffectsinterpretationofdataLabelimportantareasorfeaturesUsecolorsparinglyandpurposefullyProvideakeyCitesourcesTablesUsecommon,understandableunitsProvidecolumnandrowtotalsoraverageswhenrelevantPuttheitemsyouwanttocompareincolumnsWhenyouhavemanyrows,shadealternaterowsordouble-spacerowstolineupitemsaccuratelyUsetables

whenyouwantaudiencetofocusonnumbersChartsandGraphsUsepiechartstoshowpartsofawholeUsebarchartstocompareitems,showrelationshipsUselinegraphstocompareitemsovertimeUseGanttchartstoshowschedulesPieChartsMakeitaperfectcircleAvoid3-DcirclesastheydistortdataExpressdataaspercentagesStartat12o’clockandgoclockwisetoeachpercentageinlogicalorderLimitthenumberofsegmentsto7LabelthesegmentsoutsidethecircleBarChartsOrderbarsinlogicalorchronologicalorderPutthebarsclosetogetherUsehorizontalbarswhenlabelsarelongLabelhorizontalandverticalaxesPutlabelsinsideoroutsidethebarsMakeallthebarsthesamewidthUsedifferentcolorsfordifferentbarswhenmeaningsaredifferentAvoidusing3-DFramecorrelationsaccuratelyandethicallyVarietiesofBarChartsJumptolongimagedescriptionLineGraphsLabelbothhorizontalandverticalaxesAvoidusingmorethanthreedifferentlinesononegraphAvoidusingperspectiveGanttChartsColor-codebarsOutlinecriticalactivitiesIndicateprogressreports,majorachievements,orotheraccomplishmentsJumptolongimagedescriptionDynamicDisplaysDynamicdisplays:AreinteractiveAreanimatedCanbeupdatedontheflyWhatquestionsdoyouhave?AppendixtoImageLongDescriptionsCopyright©McGraw-HillEducation.Allrightsreserved.NoreproductionordistributionwithoutthepriorwrittenconsentofMcGraw-HillEducation.AppendixtoChoosetheVisualtoFittheStorya.Tablesshowexactvalues.Atableisshownindicatingthenumberofsalesdollarsindifferentregionsinvariousyears.b.Piechartscompareacomponenttothewhole.Apiechartshowsthepercentageofnewandoldcustomers.c.Barchartscompareitemsorshowdistributionorcorrelation.Abarchartshowsthepercentageofgrowthindifferentregionsd.Linechartscompareitemsovertimeorshowdistributionorcorrelation.Alinechartgraphsthesalesdollarsacross10years.e.Barchartscanshowfrequency.Abarchartshowsthenumberofsalesrepresentativesandtheiryearsofexperience.f.Dotchartsshowcorrelation.Adotchartshowsthecorrelationbetweenthesalesrevenueandnumberofsalesrepresentatives.JumpbacktoslidecontainingoriginalimageAppendixtoBeingEthicalCanRequireCreativityThefirstgeardescribesthesituation:Abusedchildrenneedhelp.Thesecondgeardescribestheobstacle:Buttheyareofteninthepresenceoftheirabusers.Thethirdgeardescribesthesolution:Createahotlineadthatonlythechildrencansee,evenwhentheirabuserisstandingnexttothem.JumpbacktoslidecontainingoriginalimageAppendixtoDrawingsThedrawingisamixofillustrationsandtext.Itstartsatthetopwiththefirststepandendsatthebottomwiththefourthstep.Step1:Shearermachinecutsintowidecoalseam.Hydraulicsupportsadvancewiththemachinetokeeptherooffromcollapsing.Step2:Loosenedcoaldropsontoaconveyertoberemovedfromtheworkarea.Step3:Asequipmentmovesforward,rockthatwassupportedbycoalnowfallsinacontrolledmanner.Step4:Aftermaximumamountofcoalisrecoveredsafely,theroofisallowedtocollapse.Jumpback