Using Visual Rhetoric in Report Writing

Professor Stevens AmidonDepartment of English and Linguistics,

IPFW

Why Use Visuals? Draw attention to important

information.

Reduce and break up monotony of text.

Clarify ideas.

Principles of Visual Rhetoric(1) Relevance: every visual element

should fulfill a specific function. Your design choices carry a message!

Principles of Visual Rhetoric(2) Proportion: the size of a visual

element should be determined by its importance. Big headlines signify important

stories. Little headlines, not so iimportant. message!

Principles of Visual Rhetoric(3) Direction: visual elements should

guide your reader through a text. Columns in newspapers, buttons on

web pages, both direct your reader through the text.

Principles of Visual Rhetoric(4) Consistency: visual elements

should work together to create an integrated style. Notice how the template in these

slides give them a common design. Things like consistent fonts, margins,

matter!

Categories of Visuals Tables Graphs Charts Illustrations

Principles of Visual Rhetoric(5) Contrast: visual elements are in

tension with textual elements. Use this tension! Dark areas should be offset by lighter

areas. A large font in a header is in tension

with the smaller text in a paragraph.

Principles of Visual Rhetoric(6) Restraint: strive for design

simplicity. Texts can be too busy. For example, don’t create Power Point

slides with “all the features!”

Principles of Visual Rhetoric(7) The Total Picture

Remember, your design choices carry a message!

Think of your visual elements and your textual elements as pieces in a jigsaw puzzle.

Examples of Visuals Tables Line graphs Bar graphs Flow charts Organizational

charts

Circle charts Photographs Drawings Diagrams

Tables Purpose: To portray statistical and

other information for easy comparison

Characteristics: horizontal and vertical “rules”

Boxhead (horizontal labels) and stub (vertical labels)

Table 1: Comparison of Copier Models 13B and 145-C

  AutomaticSorting

Color AutomaticFeed

ExtendedWarranty

13B X   X X

145-C X X X  

Graphs Purpose: display statistical trends,

changes, and comparisons

Types: Bar GraphLine Graph

Bar Graph Purpose: Compare data Characteristics: Horizontal or

vertical bars May contain more than one bar for

enhanced comparison.

Example of a Bar Graph

Figure 2: Average Monthly Utility Bill per Household, 1999

65.23

54.2648.99

58.47

0

10

20

30

40

50

60

70

Clifton Granger Philson Irving

Mo

nth

ly B

ill

Line Graph Purpose: Portrays change over

time Characteristics: Plotted and joined

points along horizontal (fixed, independent) and vertical (dependent) axes.

May include more than one line for enhanced comparison.

Example of a Line Graph

Figure 4: Widget Line 4, Average Monthly Production, Production Year 1998

0

200

400

600

800

1000

1200

1400

1600

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Pa

rts

in

Th

ou

sa

nd

s

Charts Purpose: Portray quantitative,

cause-effect, and other relationships among component parts of a whole

Types Flow Charts Organizational Charts Pie Charts

Flow Charts—p. 135 Purpose: Portray steps through which

work (or a process) must “flow” in order to reach completion.

Characteristics: Clear labels for steps Arrows and shapes Left to right or top to bottom

movement

Organizational Charts Purpose: Portray chains of command

and functional relationships Characteristics: Labeled boxes,

linked by lines or arrows Top to bottom movement for

descending hierarchy Horizontal alignment for equal

authority

Circle Chart (Pie Chart) Purpose: Depict relationships among

parts within statistical wholes. Characteristics: “Slices” representing

percentages Biggest slice begins at 12:00, clockwise

to smallest Darkest at 12:00, clockwise to lightest At least 3 slices, no more than 7 Percentages must add up to 100%

Example: Pie Chart

Figure 1: Level of Concern over Unavailability of Student Lockers

None15%

Mild30%Significant

40%

Extreme15%

Photographs Purpose: To provide exact

representation Characteristics Though exact, can become quickly

dated

Drawings Purpose: Create clear, realistic

depictions of objects under discussion

Characteristics: Hand-drawn or computer generated

Info can be omitted or distorted to portray most relevant or enlarge key aspects

Diagrams Purpose: Communicate what

something looks like or how it works

Characteristics: Simplified for clarity

Generally intended for technicians

Principles for Effective Use of Visuals

Number and title every visual in your document sequentially.

Discuss visuals first in the text of your document.

Present all visuals in an appealing manner.

Clearly label all elements and provide a key when necessary.

Remember Use the reader’s point of view for

visuals that accompany instructions.

Never omit or manipulate information.

Avoid mechanical errors. Avoid cluttering the document with

unnecessary graphics.