8: Creating Graphics

The Functions of Graphics

We have known for decades that graphics motivate people to study documents more closely. Some 83 percent of what we learn derives from what we see, whereas only 11 percent derives from what we hear (Gatlin, 1988). Because we are good at acquiring information through sight, a document that includes a visual element in addition to the words is more effective than one that doesn’t. People studying a document with graphics learn about one-third more than people studying a document without graphics (Levie & Lentz, 1982). And people remember 43 percent more when a document includes graphics (Morrison & Jimmerson, 1989). In addition, readers like graphics. According to one survey, readers of computer documentation consistently want more graphics and fewer words (Brockmann, 1990, p. 203).

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Graphics offer five benefits that words alone cannot:

Graphics are indispensable in demonstrating logical and numerical relationships. For example, an organization chart effectively represents the lines of authority in an organization. And if you want to communicate the number of power plants built in each of the last 10 years, a bar graph works better than a paragraph.
Graphics can communicate spatial information more effectively than words alone. If you want to show the details of a bicycle derailleur, a diagram of the bicycle with a close-up of the derailleur is more effective than a verbal description.
Graphics can communicate steps in a process more effectively than words alone. A troubleshooter’s guide, a common kind of table, explains what might be causing a problem in a process and how you might fix it. And a diagram can show clearly how acid rain forms.
Graphics can save space. Consider the following paragraph:

In the Wilmington area, some 80 percent of the population aged 18 to 24 have watched streamed movies on their computers. They watch an average of 1.86 movies a week. Among 25- to 34-year-olds, the percentage is 72, and the average number of movies is 1.62. Among 35- to 49-year-olds, the percentage is 62, and the average number of movies is 1.19. Among the 50 to 64 age group, the percentage is 47, and the number of movies watched averages 0.50. Finally, among those people 65 years old or older, the percentage is 28, and the average number of movies watched weekly is 0.31.

Presenting this information in a paragraph is uneconomical and makes the information hard to remember. Presented as a table, however, the information is more concise and more memorable.

Age Percentage Watching Streaming Movies Number of Movies Watched per Week

18–24 80 1.86

25-34 72 1.62

35–49 62 1.19

50–64 47 0.50

65+ 28 0.31
Graphics can reduce the cost of documents intended for international readers. Translation costs more than 10 cents per word (ProZ.com, 2013). Used effectively, graphics can reduce the number of words you have to translate.

As you plan and draft your document, look for opportunities to use graphics to clarify, emphasize, summarize, and organize information.

Age	Percentage Watching Streaming Movies	Number of Movies Watched per Week
18–24	80	1.86
25-34	72	1.62
35–49	62	1.19
50–64	47	0.50
65+	28	0.31