Chapter 4 Making Pictures:

Non-verbal Communication

Deny A. Kwary
www.kwary.net
Main Topics
 Definition of non-verbal
communication
 Potential benefits of
non-verbal
communication
 Potential problems with
visual data
 Graphs and charts
Definition
 Non-verbal forms of communication is a term that
refers to any way in which we communicate our
ideas, opinions and feelings with each other that
does not involve the use of written or spoken
words.
 For example, what would an interview panel think of
1. a smiling, smartly dressed candidate?
2. a candidate who has an untidy appearance and
does not make eye contact?
Examples of visual images in the workplace
 A finance director giving a presentation to
City analysts uses bar graphs and pie charts
to display the raw data from a complex profit
forecast.
 A brochure-designer searches photographic
libraries to find a suitable image to support
the central messages that appear in the text of
an organisation’s annual report.
Potential benefits of non-verbal communication

 Rapid communication of messages

 Simplification of complex
messages
 Securing audience attention
 Making messages memorable
(visual hook)
 Persuading and motivating (to be
discussed in Chapter 5)
1. Rapid communication of messages
 Signs used on roads and motorways

Winding road ahead, begins with a curve to the right

The road ahead, curves sharply left, then right

Danger! Vicinity of school, kindergarten, or playground.

Children are likely to run into traffic lanes.
2. Simplification of complex messages
 Showing conceptual or spatial relationships
3. Securing audience attention
 Dramatic or unexpected images in
advertisements
4. Making messages memorable (visual hook)

The Nike "Swoosh" is a design created in 1971 by Carolyn Davidson,

a graphic design student at Portland State University.

Nike Ultimate Slide

Men's Sandal

Slippers provided by a hotel in Xiamen, China

Potential problems with visual media
 Inconsistency – a particular ‘picture’ may not be
consistent with other aspects of the message that is
being sent (e.g. contradictory text and images).
 Inherent unsuitability – it may not be suitable for
the receiver that the sender is trying to reach (e.g.
offensive images).
 Context-related meaning – its meaning may be
altered according to the context in which it is being
received (cultural variation).
Presenting data visually
 tables
 pie charts
 bar charts
 line graphs
 maps
 flowcharts
Table To present individual, exact values
Pie chart
To show frequency or distribution of parts of a whole

Figure 4.6 Pie chart with exploded segment

Line graph and bar chart
 To show relationships between variables over time
 To compare two or more sets of data
Denmark in Figures
Denmark in Figures
Map
To show geographic relationships or comparisons

Figure 4.11 A map illustrating regional data

Flowchart
To illustrate processes or procedures
Extract from a financial statement

Figure 4.12 Extract from a financial statement

Selecting the Right Visual (1)
You are preparing the annual report for your company.
What is the appropriate visual (a table, a pie chart, a bar chart,
a line graph, a map, or a flowchart) to illustrate each of the
following types of information?

1. Data on annual sales for the past 20 years.

 a table or a line graph
2. Comparison of the sales, product by product (there are
four different products), for this year and last year.
 a bar chart
Selecting the Right Visual (2)
What is the appropriate visual (a table, a pie chart, a bar chart,
a line graph, a map, or a flowchart) to illustrate each of the
following types of information?

3. Explanation of how your company markets the products.

 a flowchart
4. Data on sales of the products in each of ten countries.
 a map
5. Comparison of your company’s sales figures with sales
figures of three competing companies over the past five years
 a table or a line chart
Summary
 Organisations make use of a wide range of
non-verbal signals, including visual images.
 There are many potential advantages of non-
verbal encoding: messages are quickly
assimilated; complex content can be
simplified; the attention of an audience can
be caught and messages can be more
memorable. In addition, images are often
powerful persuaders and motivators.
Summary (continued)
 The most common problems arise when pictures
of all kinds are used carelessly (i.e. images are
either inconsistent, inherently unsuitable or
inappropriate in a particular context).
 Graphs and charts can be used to present data in
more informative and appealing ways. However, it
is important to use the most appropriate type and
format, ensuring that you communicate a clear
and undistorted impression of the underlying
figures.