Visual Communication: Examples, Forms, Pros and Cons

Have you ever tried to explain a spiral staircase to someone while sitting on your hands? It is nearly impossible. You naturally want to use your hands to draw the shape in the air. That instinct is the essence of visual communication.

Visual communication is more than just pretty pictures or charts. It is the transmission of information through the power of sight. From the subtle raise of an eyebrow to a complex Gantt chart managing a million-dollar project, these visual cues shape how we understand the world.

In this guide, we will dive deep into the world of visual aids. We will explore the different forms, look at concrete examples like charts and maps, and weigh the honest pros and cons of using them in business.

What is Visual Communication?

At its core, visual communication takes place whenever a message is conveyed through a visual aid. It makes the most use of visual elements to pass across content for a superb user experience.

Think about your daily life. You see a red sign, and you immediately sense “danger.” You see a cigarette with a cross mark, and you know it means “no smoking”. These are visual communications in action.

It encompasses a wide range of tools. This includes facial expressions, gestures, eye contact, and signals. It also extends to physical tools like maps, charts, posters, slides, and signs. In the modern digital age, it has grown to include graphic design, animation, motion graphics, and even interactive web design.

Forms of Visual Communication: The Human Element

Before we look at charts and graphs, we must look at the most natural form of visual communication: ourselves. Our bodies are constantly sending signals without a single sound.

1. Body Language

Body language is a primary form of visual communication. It consists of posture, gestures, and facial expressions.

• Facial Expressions: The face is often called the “index of the mind”. A facial expression involves the motion or position of muscles under the skin of the face. Interestingly, expressions for happiness, sadness, anger, and fear are similar throughout the world.
• Gestures: These refer to visible bodily actions that communicate specific messages. This includes the movement of hands, the face, eyes, and the head.
• Posture: The way you hold your body when standing or sitting is your posture. It communicates your level of engagement and confidence visually.
• Appearance and Dress: Believe it or not, your clothes are a visual signal. They indicate your interest, age, personality, taste, and even social status. Research on color psychology shows that different colors in your appearance can actually evoke different moods.
• Touch: Known as haptics, touch is culturally determined. Every culture has clear concepts of what parts of the body one may touch. The basic message of touch is often to affect, control, protect, or support—such as a hug, kiss, hit, or kick.

2. Space and Distance

Did you know that where you stand matters?

• Personal Space: People have a need for “personal space.” If a stranger stands too close, you likely feel uncomfortable. This proximity is a powerful type of visual communication.
• Distance: The physical distance between people expresses the level of intimacy, acceptance, and comfort they share.

3. Visual Symbols and Signals

We have used symbols for ages. For example, a pigeon represents peace, a tiger represents bravery, and a white flag symbolizes an alliance or surrender. Signals are also used in various situations as a tool to communicate instantly without words.

Visual Communication Examples: Business Tools and Graphics

In a business setting, we rely heavily on “Graphics and Visual Aids.” These are methods of showing data through designs, slides, films, or drawings. They are essential for reports, books, and analyzing changes in prices or demand.

Here are the most common examples used in business communication.

1. Tables (Tabulation)

The most commonly used method for presenting data is the table. A table is simply an orderly arrangement of information in rows and columns.

There are generally two types of tables:

• General-purpose tables: These cover a broad area of information.
• Special-purpose tables: These highlight specific information that relates to a general table.

Features of a Good Table

To create an effective table, you should include a title, sub-title, spanner heads, column heads, row heads, and footnotes if necessary. You must also include sources and acknowledgments.

Advantages of Tables	Disadvantages of Tables
Huge amounts of info can be plotted.	Large tables are boring; nobody wants to observe them.
Any type of data can be arranged.	The significance of data is not immediately obvious.
Easy to understand for most.	They are not suitable for illiterate persons.
Helpful for preparing charts later.	It takes time to read and study them.

2. Bar Charts

When you plot data on a graph using bars, you get a bar chart. These are incredibly useful for showing comparisons.

They can be displayed vertically or horizontally. Furthermore, they can be made up of single bars or multiple bars grouped together. The great thing about bar charts is that almost everybody can understand and interpret them easily.

3. Line Charts

A line chart is used to show changes in information over time. This is one of the most important techniques for visual communication when tracking trends.

How it works:

You draw the information as a continuous line on a grid. The grid is scaled to show time changes on the X-axis and quantity changes on the Y-axis.

• Pros: You can show trends, business cycles, and seasonal variations effectively. Two or more lines can appear on one chart to compare different series.
• Cons: If the scale is not equal, the information can be misinterpreted. Also, if you have more than seven series (lines), the chart becomes cluttered and impossible to read.

4. Pie Charts

A pie chart is a circle divided into segments. These are best used when you need to show the relationship of parts to a whole.

Rules for a Perfect Pie Chart:

• Consider the whole circle as 100%.
• Subdivide the slices according to the items.
• Arrange the slices in descending order, from largest to smallest.
• Pro Tip: It is good practice to start slicing the pie at the 12 o’clock position and move clockwise.

However, be careful. If you use too many segments, the visual impact is lost. Use shading or color to focus attention on a single important element.

5. Pictograms

A pictogram uses figures, pictures, or symbols to present information. For instance, instead of a bar, you might use a stack of coin images to represent money.

According to Lesikar and Flatley, a pictograph is a bar or column chart that uses bars made of pictures. The value of each figure indicates the size or number of items. This method is visually interesting and very easily understood by general audiences.

6. Maps and Cartograms

Maps are effective for geographic information. You see them every day in weather forecasts.

• Sales/Business Maps: These can identify locations, such as a new company branch. They communicate quantitative info linked to physical areas.
• Cartograms: This is a special type of map used to show the distribution of people or things within a region. For example, you could show the density of the population in China or the number of luxury hotels in South East Asia.

Techniques for drawing a map:

To make a map effective, use color, shading, or cross-hatching to separate areas. Place quantities numerically inside the areas and use a consistent scale.

7. Diagrams, Flowcharts, and Gantt Charts

These are logical tools used for planning and processes.

• Diagrams: These are useful for newcomers. For example, a diagram can show the location of a head office and its branches to delegates at a conference.
• Flowcharts: A flowchart shows the sequence of decisions or instructions in a process. They are often used to work out the stages of computer programming or business logic.
• Gantt Charts: According to Shirley Taylor, a Gantt chart compares work scheduled against work actually accomplished in relation to time. It shows the relationship between actual work and standard work.
• Visual Planning Boards: These can show virtually any information, from simple staff holiday plans to complex firm activities over a year.

Advantages of Visual Communication

Nowadays, most business organizations are adopting visual communication strategies. It is becoming popular day by day, and for good reason.

Here is why visual aids are so powerful:

1. Effective for Illiterate Receivers

If the receiver cannot read, written communication fails. Visual communication acts as a universal language. Illiterate people can easily understand visual content like pictures or signs.

2. Saves Time

Oral and written communication can take a long time to exchange information. In contrast, a visual method can communicate to a large number of receivers instantly. It prevents the wastage of time.

3. Helps in Quick Decision Making

Visuals allow management to grasp complex situations fast. This helps in taking quick decisions. Therefore, management often prefers visual techniques for external communication and managing remote teams.

4. Enhances Oral Communication

Visual techniques are rarely used alone; they are great partners for speech. Oral communication becomes much more meaningful if key elements like graphs and diagrams are used alongside it.

5. Simple Explanation

Complex data and figures can be presented simply through “killer infographics.” Everyone can explain the meaning easily when there is a visual aid involved.

6. Popularity and Impact

People generally do not like long speeches or explanations. They prefer a chart or a diagram. Visuals add impact to the information and ensure quicker understanding.

Disadvantages of Visual Communication

Despite its popularity, visual communication is not perfect. There are limitations to this technology.

1. Costly to Produce

Visual methods are often more costly than other methods. Drawing maps, charts, and diagrams requires resources. High-quality content ecosystems are often limited to large companies because of this expense.

2. Complex Presentation

Sometimes, the presentation itself becomes too complex. If the design is cluttered, the receiver cannot understand the meaning. It becomes hard to understand the connotation of the visual images.

3. Incomplete Method

Visual communication is considered an incomplete method. It is usually not sufficient to exchange information on its own. It works best when paired with oral communication.

4. Ambiguity and Misinterpretation

Visuals can be difficult to understand. They may require a lot of repetition. Gestures and facial expressions can be misinterpreted by simple or foolish people. Sometimes, the concept of coherence is lost, leading to ambiguity.

5. Problem for General Readers

Not everyone prefers visuals. General people sometimes do not like communicating through these means. In some cases, visuals fail to create an impression on listeners and can be less influential than a powerful speech.

Conclusion

Visual communication is a vast field. It ranges from the “face is the index of mind” to complex statistical maps.

It offers a way to present information that is artful and consistent. However, it is not a magic wand. While it saves time and helps illiterate audiences, it can also be costly and ambiguous.

To ensure effectiveness, you should select the most appropriate way to present your message. Whether you choose a bar chart, a map, or simply a firm posture, ensuring your visual aids are clear is the key to business success.