Graphics

Graphics, or visual aids, are pictorial displays of information. On the whole, readers like graphics because they improve the reader comprehension and retention (by about 43%), simplify the understanding/cognitive process (see-understand vrs. see-translate-understand) and, generally, add interest to the document.

present large amounts of complicated information in a concentrated and easy to access form.
deliver the entire message ( e.g., airplane emergency procedure cards)
describe an abstract concept in an easy-to-understand format
decrease the amount of page space required to convey info

To help guide you in deciding whether or not to use a graphic, you should consider if

words would be ineffective or impossible for describing a concept or object
an important point needs to be (and can be) underscored
whether visuals are usually used to present this type of information.

Certain types of readers, such as scientists or business people, often expect graphics and use those as their primary source of information. If your readership is used to graphics in the type of document you are writing, you should provide them with graphics.

Graphics should not be used for decorative value. They must have a purpose to them. Like any other part of your document, you should use them to help you communicate with your audience. Graphics should be used to

show what something looks like--instead of describing physical objects, present the object visually. Additionally, you can present "blow-outs" of sections or parts of machinery with ease
show how to do something--graphics or pictorial representations are often the best way to describe how to do something.
show how something is organized--hierarchies or processes are often easier to present pictorially than written
show and summarize relationships between numerical data--compare/contrast numerical data or help present trends within numerical information
make a point in an argument--visual presentation of data is often much more effective and long-term than verbal/written presentation.
present information in an easy to access form--often, a significant amount of written numbers are confusing. Graphics can make them easier to understand.

Do not use graphics gratuitously--just like everything else in your document, graphics must help make a point. Don't include a picture of two people talking if it doesn't help argue your main claim or make a point.

The presentation of data in different types of graphical form can argue different claims and emphasize different points. THINK about how you put together your graphics.

A common problem with integrating graphics and texts is that they aren't. Writers simply stick some graphics into their documents, without much consideration as to the graphic's position, purpose, and use within the text. To help integrate graphics,

1. Always, always, always title your graphic. Titles help readers identify what they are looking at; they are short descriptions of the information the graphic is representing. They are brief, but informative.

They should also be numbered or lettered consecutively within your document. (1, 2, 3, or A, B, C or i, ii, iii).

If you have a multi-chapter document, each chapter's first graphic should be titled as 1 or A. To help readers orient themselves in a multi-chapter document, include the chapter number in the figure title. Include a separate section of "List of Figures" and "List of Tables" within your table of contents.

If your graphic is a picture, label the important sections in order to help your reader and draw attention to the sections.

2. Keep your readers in mind: introduce and describe your graphic so the reader knows what they are reading.

In a test market, we found that the Radex was much more appealing than Talon, especially among rural consumers. See Figure 3.

As Figure 3 shows, rural consumers found the Radex much more appealing than the Talon.

Our testing showed rural consumers preferred the Radex over the Talon (See Figure 3).

Use Table 1 to determine the amount of powder to use in the machine. Find the style of machine in the left hand column and the serving size in the top header. Read across and down to determine the amount of powder required.

3. State the conclusion you want your readers to draw. Use a sentence or two to tell the audience what they need to know, as a result of the graphic.

4. Make your graphics easy to find. Place the graphic after the introductory sentence and/or discussion, but not far after. Ideally, graphics and discussion go on the same page. Do not try to hide the graphic.

Graphics are wonderful for presenting information, but can be misleading. The best strategy is to K.I.S.S.--keep it simple silly. The less visuals you have, the easier it is for your reader to comprehend the information. Additionally, if you are using graphics from another source, ethically, professionally and legally, you must cite that source.

Use one or two colors as too many colors distract and may confuse readers.
Colors are associative. Red means stop or anger; green means go or money. Consider the implications of color for both an American audience and an international audience.
Colors need to contrast with each other so that readers can see them. Dark grey against black is not effective
A significant portion of the male population is colorblind and can not see combinations of red and green, as well as other colors.
Light color make things look larger; dark colors make thing look smaller; bright colors make things 'pop' and look bigger; dim colors make things recede and look smaller. Use similar color values to avoid deceiving your readers.

Things to watch out for