INTERPRETATION OF TECHNICAL DATA

 

For communication to be effective, it should not only appeal to logic and reasoning but should also carry visual appeal. It should have variety and color.

Technical and conceptual considerations apart, business communication should carry visual appeal and an aesthetic value. A communicator should seek to express thoughts in a manner that is easy on the eye. Pictorial or graphical representation is an extremely valuable component of writing communication that often substitutes or complements written statements and makes the communication focused and appealing.

Types of pictorial presentation

Pictorial or graphical presentation is a well developed area and, over the years, several innovative colorful methods have evolved. These include:

Charts

Graphs

Pictograms

Maps

Diagrams

Drawings, etc.

All these pictorial presentations have found meaningful expression in business reports and literature. It is important for students of communication to acquire a good understanding of the merits and demerits of each of these so that he / she is in a position to use the most appropriate ones in any given context.

Tables, charts and pictures: It is important to have a clear understanding of the manner in which tables, charts and pictures are introduced in written communication. Business reports constitute an important area for pictorial and graphical presentation. Tables and charts are also used extensively in brochures, sales literature, booklets, advertisements, motivational communication etc.

The positioning of the table or chart has to be carefully decided. It is important to keep in mind the value addition taking place as a result of the insertion of the table or chart. To what extent is the table or chart substituting or complementing the written text needs to be clearly understood.

Tables and charts can be inserted along with the text or towards the end as annexures.

The skill of the communicator lies in introducing an adequate number and variety of charts, graphs and pictures along with the text in such a way that the overall impact is high.

 Choosing the right chart: There are many types of charts, graphs and pictures. Each of them has advantages or merits and limitations. Sometimes, there is scope for using any one of the two or three types of carts in the context. The business writer has to decide on the most appropriate one. The following guidelines can be kept in mind when choosing the appropriate chart:

The appropriateness of the chart of group would depend on the context or subject covered and the target audience addressed by the communicator. While tables and pictures are widely understood, certain kinds of charts, graphs and diagrams call for extra efforts, and may not go down well with the lay reader. When the target group is the general public, and not a highly literate and well-versed section, simpler tables, charts, graphs and pictures would be appropriate.

Emphasis or forcefulness – A table or a chart is often used both for information and analysis. The table or chart may substitute or complement the written text. The table, chart or picture may be in black and white or color. It is important to choose the chart that readily brings out the core message. The size of the bar chart, for example, readily brings out clearly movement or fluctuation. The pie chart gives the share of each component in the table. Choose the graphic that is most relevant to what needs emphasis.

Pictures often carry more appeal than words. A good picture appeals to all sections of people – illiterate, semi-literate and highly literate. A good chart or table rivets attention and gets registered in the mind of the reader.

When tables, charts and graphs are used effectively, the reader is in a position to remember the message much better. The positioning of the graphic should also be appropriate. It should be introduced in right context in the text. Equally importantly, it should have the right size and frequency to enhance the value of the written text. Too frequent and repetitive graphics, however, have to be avoided. Well-inserted tables and charts also serve well in breading the monotony of text reading.

While choosing graphics, keep in mind the specific nature of the subject matter. When the matter is of a technical or scientific nature and the literature is meant for research organizations, professional or industrial establishments, obviously relevant material details will have to be covered. Keeping in view the target sections, more complex charts, graphs, diagrams and drawings may have to be used.

Attention to details – In presenting tables, all the relevant details which make the message clear and complete need to be included. Every table and chart should have a clear title or narration. The heading should be brief and clear. The quantity, amount, etc., should be clearly mentioned. Decimal points need to be given only where relevant. Similarly, rounding off figures should eb considered whenever there is no need to be very precise. For example, when we refer to the growth in bank deposits, it may to be necessary to say that the deposits grew form Rs.54673.6 crore in March 2015 to Rs.65412.8 crore in March 2018. On the other hand, it would be appropriate to say that the deposit growth of the bank increased from 13.6% to 18.8 % in the above mentioned years. Such attention to detail makes the table or chart more reader friendly.

Similarly, charts, graphs, and maps will have to be drawn to scale, and the scale (key) should be mentioned at the bottom. Another detail that needs much attention is the source of the data, which should be clearly mentioned at the bottom of the table.

Omission of relevant details like quality, amount, etc., may often render the entire tale or chart meaningless. Mention of the source will indicate the authenticity or reliability of the data and will also suggest whether it is based on primary or secondary sources of data.

Properly introduced charts, graphs, pictures and other graphics add value to the text and make the business reports and other literature more reader friendly. Advantages of graphs are:

They break monotony.

They simplify and amplify facts and figures.

They strengthen the memory and improve recall value.

They bring out relativity and time values with greater clarity.

They add color and variety to presentation.

They provide scope for creativity in communication.

TABLES

A table consists of an orderly arrangement and presentation of relevant data through rows and columns. The systematic arrangement of data in rows and columns in a table facilitates ready reference. Tables are most commonly used in business communication. They may be presented without any heading or caption amidst the text, or presented separately as an exhibit with an appropriate heading or title. Tabular presentation may cover not only figures, but also concepts and ideas.

Tables can be used for presenting:

Time series data.

Details of several products or items.

Ranking, volumes, prices, etc.

Demand – supply – gap position.

Relationships and ratios.

Several relevant parameters.

In drawing tables, attention should be given to columns, headings, totals and subtotals, decimal points, source of data.

CHARTS

Charts constitute yet another popular mode of visual communication in business. Charts, can be used effectively to depict organizational structure, decision making process, production process, flow in information, etc. Quite often, authors do not differentiate between charts and graphs and use them interchangeably.

Charts are essentially of three types

Column chart

Organization/structure chart

Flow/process chart

GRAPHS

Graphs are commonly used to present volumes, proportions, ratios and relationships. They can be used gainfully in presenting historical or time series data. Graphs are of different types, ranging from the simpler and ubiquitous ones to the complicated ones used in technical reports.

Graphs commonly used are:

Line graph

Pie graph

Bar graph

Apart from these, combination graphs (for charts) such are Bar Chart – Line Graph are used.

 It should be noted that in presenting the graphs, attention to details mentioned below are a must.

Heading or caption

Description of legends

Neatness and proportion

Clarity of composition

Class intervals

Drawing to scale

Source acknowledgements, etc.

If any of the key details are missing, the graph or chart becomes confusing and useless.

 

Line graphs are used to show changes over time of one or more variables.

Pie charts are circular diagrams generally used to show subdivision or components of the whole. The dictionary meaning of a pie is ‘a whole regarded as divisible into shares’. Pie charts are commonly used to depict:

Components and shares of income and expenditure

Market share of different players

Changes in share over different periods

Relative values of various components, etc.

Bar charts are the most commonly used graphs or chars in business communication. They are simple and easy to draw. In view of their versatile feature, they readily fit into almost every context. Pick any annual report or study report relating to any organization or industry and you are more than likely to see a few bar diagrams. Increases and decreases over a period of time, ratios, and relationships, proportion and composition and many other such details can be very clearly presented by way of bar charts.

 

PICTOGRAMS

Pictograms also called pictographs, are diagrams representing statistical data by pictorial forms. In other words, pictograms are bar charts made with pictures. Pictures being more eye catching than lines or bars, pictograms tend to be more reader friendly.

Pictograms are used to give information related to:

Production of cars over the years – picture of a car

Housing units financed by a housing finance company – picture of a house

Number of coconut plantations planted by horticultural department – picture of coconut tree.

MAPS

Maps are used to show geographical positions and locational relationships. Maps help in showing distances and locations. There are road maps, railway maps, tourist maps, etc. Maps may be specific, covering limited aspects such as rivers in an area, important tourist places, holiday resorts, training institutes, bank branches, eateries, etc.

Including too many features in a map may result in crowding and overlapping information. When a map shows more than one subject, an appropriate legend wil have to be included. Maps have to be drawn to scale and if not drawn to scale, specific mention has to be made

DIAGRAMS AND DRAWINGS

Diagrams and drawings are generally used to show how a product works, or hwo to use a gadget and for other such elucidation. A diagram may describe a product, a concept or a process. Diagrams and drawings are often used in technical literature, product manuals, do-it-yourself kits and other written communication where a detailed description or exposition is desirable/required.

OTHER GRAPHICS

Icons

Cartoons

Break-even charts

Fish bone (cause and effect) charts

Scattered diagrams

Histogram

Frequency polygon

Stochastic

Circuit diagram

Triangular bar diagram

 

While using visual communication, skillful and informed use of color while presenting charts, graphs and pictures adds further value to the written communication. The communicator must be careful to use colors that are pleasing and not considered harsh or hurtful to the eyes. The combination of colors used should be in harmony with the overall presentation.