Part V

PART V: Visual Communication

Chapter 9: Visuals Are Thinking Tools

Visuals are not decoration. They help the audience understand information faster. The right visual can make a complex idea obvious. The wrong visual can make a simple idea confusing.

Choose the Visual Based on the Message

Use:

• Bar charts: To compare categories.
• Line charts: To show change over time.
• Pie/donut charts: Only when showing a simple composition with a small number of categories.
• Maps: To communicate geographic differences.
• Process diagrams: To show how something works.
• Timelines: To show implementation.
• 2×2 matrices: To compare alternatives across two dimensions.
• Tables: When precise comparison matters.
• Icons/images: When they communicate meaning rather than simply decorating the slide.

The Visualisation Question

Before choosing a chart, ask: What relationship do I want the audience to see? Then choose the visual that makes that relationship easiest to understand.

Don’t start with: “What kind of chart should we use?” Start with: “What do we want them to see?”

Chapter 10: Make the Important Information Obvious

Judges should not have to hunt for the insight.

• If a number matters, make it visible.
• If a trend matters, highlight it.
• If one category is important, distinguish it.
• If a particular point supports the recommendation, call it out.

But don’t highlight everything. If everything is important, nothing is important.

The Visual Hierarchy

The audience should naturally notice:

Slide Message à Most Important Evidence à Supporting Evidence à Detail

This is visual hierarchy.

The 3-Second Test

Show someone the slide for three seconds. Then ask: “What did you see?” If their answer isn’t close to the intended message, the slide needs work.