When people consider written communication, they’re often thinking in a virtual straitjacket. In fact the term ‘written communication’ is usually part of the problem. Why? Well, any medium that carries written communication – think for example print and the Web – can also carry visual media.
Visual media include photographs, diagrams, cartoons, graphs and maps. Each is a powerful and effective type of communication. A photograph can set the tone of the document, a diagram can clearly express a complex interrelationship, a cartoon can inform and lighten the atmosphere, and a graph can easily and quickly convey the connection between two or more variables. Maps? Well, they establish geographical relationships far better than any other communication technique.
And yet so often when written communication is being prepared, visuals are just an afterthought.
Organising a pamphlet for public release? “Oh yes, we’ll put in some pics to fill those blank spaces.”
Producing a complex report? With the text already completed, “Can we stick a graph in anywhere?”
Working on a web page: “Maybe it needs a picture to brighten it up.”
The effectiveness of communication can be transformed if the visuals and text are developed as an integrated package. The advantages are manifest. By the integrated use of text and visuals you will:
- Establish a vastly better relationship with readers whose primary source of understanding is visual
- More easily communicate complex and abstract ideas, especially those that are data-intensive
- Make the document less daunting and easier to read
- Establish credibility and generate a warm emotional response within your audience
Many people – especially those who are good writers – are completely unversed in the power of integrating visuals with the text. So how do you achieve this better communication outcome?
The starting point is to stop thinking of how to write a document and instead simply consider how the story is best told. What are the important themes? What is the best sequence in which to narrate the story? How can the attention of the reader be immediately engaged? What diagrams can be used, especially to convey complex points? How can text be used to reinforce and expand those visual messages?
When considering the use of visuals, you first need to decide what effect the visual is to have within the communication package. Is the function of visual to lighten a text block? To act as a ‘hook’ image to engage the attention of readers? To explain a complicated geographical pattern? To show the organisation of a system? To make what would otherwise be a cold, unemotional page warm and friendly?
The next decision is how the visual will be produced. Is it a generic visual – one that can be easily acquired from an image library? Or can it be sourced from another organisation or department with acknowledgement? Or perhaps it’s a diagram that needs to be created from scratch? If so, does it need to be produced in both print and web versions?
Most organisations have the expertise and funding to generate far more effective internal and external communications – it’s a question of perspective rather than practicalities.
Once you have thrown off the writing straitjacket, communicating your message becomes simpler, easier and more effective.
Julian offers one-day training in Using Photos and Diagrams on the Web through Acorn Training and Consulting..
Filed under: Articles on writing
