Visual Messages: Signs, Typography, Diagrams, Graphics Unit 4: BBS First Year Business Engilsh

 

Visual Messages

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Visual messages can be written and oral, and non-verbal. Visual messages have more value than others, as we believe ‘a picture is worth a thousand words. Visual aids help to present information in a condensed and concise form. Visuals have a much stronger impact on the minds of the audience. They are effective in emphasising important points, bringing data, location and even ideas to life in dynamic ways. The following are some key visual messages used in business communication:

Signs

A sign has a single meaning and is a part of the human world of meaning that depends on culture. There are three types of signs: symbolic signs, Iconic signs and Indexical signs. Symbolic signs are signs that have no clear connection between the sign and the object it refers to. Iconic signs have a visual likeness to the thing they refer to, such as the icon of home, an envelope, or a door. Traffic signs show people crossing the road, parking vehicles, and turning right or left. In computers, icons are used to depict various applications.

Indexical signs: These signs show some kind of direct connection to the real thing, such as burning candles, dark clouds, and tears running down cheeks. Moreover, a five-story pagoda in an old city skyline offers an indexical reference to Bhaktapur and the eyes of Swayambhunath to Kathmandu.

Symbols: A symbol is something that represents something else, usually an abstract idea. Sometimes, the words symbol and sign are used interchangeably, but symbols have multiple meanings. A symbol has to be visible, and its meaning should be agreeable to the people who are in communication.

A pictogram symbol is related to the concept or object that is represented, such as a cross mark for a cigarette. Ideogram symbols are slightly abstract, such as the shape of the heart that represents love. Arbitrary symbols have no obvious visual connection to the idea they represent, such as the national flag of Nepal, which represents sovereignty, peace and harmony.

Colours

Colours can be used for symbolism, such as blue in our national flag refers to peace, green stands for harmony and red stands for power. Colours are also used to give structure to an object, highlight certain things, to enhance meaning.

Nonverbal Visual Cues

Our body language, such as facial expressions, eye movements, postures and gestures are form of visual communication. The way we appear, dress and touch others helps in communicating specific meanings to viewers. 

Typography

Typography is the visual display of the printed matter. It is the art of arranging type on paper or screen that may include regular fonts, calligraphy, and increasingly digital type, type designing and even graphic designs. Designers usually choose between two types of fonts: serif and sans-serif. A slight projection (feet) on the endpoints of fonts is called a serif, whereas a sans-serif has no feet. 

Drawings, Diagrams, and Illustrations

Line drawing: Line drawing, also called line art, is the drawing or representation of things such as electronic or technical equipment, the human body, animals, and plants. Line art is done in black and white, illustrating key components or parts of objects.

Diagram: A diagram is a form of line art that is a simplified drawing. It illustrates the appearance, structure or working of something, such as a diagram of the living room or a radio circuit. Diagrams show the parts of a thing and are simple forms of schematics.

Cartoons: A cartoon is a simple drawing that shows features of people or things in a humorously exaggerated way. It is a caricature highlighting the peculiarities of things and can be satirical. They are often published in newspapers or magazines. Cartoon movies are electronic versions of cartoon pictures in a narrative format.

Schematic: Schematics are forms of art or diagrams that are more formal and sophisticated. They are used for highly specialised and technical documents such as electrical, mechanical, and engineering. They follow the standards and rules of the discipline of the profession and are accompanied by abbreviations and symbols on abstract information known to experts.

Photographs: A photograph is effective in showing precisely the external surface of objects as they are. To produce better pictures, one should plan, consider viewers’ needs, know the subject matter and equipment, and colours, and use proper angles, frames and depth.

Maps: Maps are effective in showing geographic locations or directions. They help to show countries, regions, districts, cities, highways, rivers, mountains, and lakes. Political maps highlight the boundaries of nations or states, but geographic maps depict the terrain, elevation, climate, and other surface features. Maps can be simple with basic outlines or more detailed with political or geographic features, direction orientation, distance scale, legends, and the relevant description.

Graphics

Tables: Tables comprise rows and columns with numbers and some words. They help to compare diverse information quickly and easily. They are used to show exact figures and values. Each column contains a heading under which relevant units of measurement are placed.

Bar graphs or charts: A bar graph is a graphical depiction of data using vertical or horizontal bars. It is effective in comparing one item with others, showing the relative value of two or more items. Various colours and shades can be used to emphasise the difference. Vertical, horizontal bars, 3-D bars, line graphs, and pictographs are varieties of graphs and charts. A pictograph gives a pictorial depiction of the concept, whereas a line graph connects a set of numbers with a line. An area graph shows the graph in terms of the bulk of the area covered by data.

Pie charts: Pie charts are shaped like a pie cake. This type of chart is simple in design and effective in illustrating the proportions of the parts of a whole. It is appropriate to reach general readers or users. Make sure the labels and percentages are written, and there are no more than five or six slices within a pie.  

Flowcharts: Flowcharts are effective t showing the stages of a process or a procedure. They are also useful to provide instructions concisely. Many processes, Such as how a product is processed, can be illustrated with flowcharts.

Organisational charts: An organisational chart depicts the system of organisation within an institution in terms of level and departments and their relationships. It shows the lines of authority and responsibility in an organisation. An organisation chart is often used to show the hierarchy in an institution, often with the President of a company at the top.

Information graphics: An infographic is a data-rich visualisation of information or ideas. It can illustrate patterns and trends, presenting complex information in a way that can be understood quickly and clearly. It has no rigid format, but creativity and commitment to ensure the accuracy of the information presented in it.

Visuals in the Multimedia

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Visual communication has become very ubiquitous and powerful today at multiple levels and platforms. Video clips, animations, motion pictures, computer displays and screens are some examples. We see a variety of images and colours, and designs on computer screens, movie screens, television screens and mobile phone screens. 

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