管理沟通双语Chap006课件

McGraw-Hill/IrwinCopyright©2009byTheMcGraw-HillCompanies,AllRightsReserved.McGraw-Hill/IrwinChapter6DesigningDocuments,DataDisplays,andVisualsDesignImportanceDesigns&ConventionsLevelsofDesignPageDesignGuidelinesUsingVisualsVisualDesignGuidelinesIntegratingVisualsDesigningBrochuresDesigningWebpagesUsabilityTestingChapter6DesigningDocuments,WhyDesignMattersSavestimeandmoneyReduceslegalproblemsBuildsgoodwillAttractivepageslookfriendly,easytoreadGroupingideasshowsstructure

WhyDesignMattersSavestimeaDesign:PartofWritingThinkaboutdesignateachstepAsyouplan,thinkaboutaudienceSkilledorbusy?Readstraightthroughorskiparound?Asyouwrite,uselists,headings.UsevisualstoconveynumericaldataclearlyGetfeedbackfromyouraudienceAsyourevise,checkthedesignguidelinesthatfollowDesign:PartofWritingThinkDesign&ConventionsVarywidelybyaudience,geographicarea,industry,ordepartmentChangeovertimeViolatingisriskyPresentsincorrectinterpretationsSignalsauthorisunreliableorunknowledgeableDesign&ConventionsVarywidelLevelsofDesignIntra—individuallettersandwordsInter—blocksoftextExtra—graphicsthatgowiththetextSupra—entiredocumentLevelsofDesignIntra—individuPageDesignGuidelinesUsewhitespaceUseheadingsLimitwordsinallcapitallettersUsenomorethantwofontsperdocumentPageDesignGuidelinesUsewhitPageDesignGuidelines,continued…JustifymarginsselectivelyPutkeyitemsattopleftorbottomrightUseagridforvisualunityUsehighlighting,decorativedevices,andcolorinmoderationPageDesignGuidelines,continUseWhiteSpaceWhiteSpace—emptyspaceonthepageMakesmessageeasiertoreadTocreatewhitespace,useHeadingsMixofparagraphlengthsListsofparallelitems(sameform)Bulletsornumberswhenorderisexact

XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXUseWhiteSpaceWhiteSpace—empUseHeadingsHeadings—words,phrases,orshortsentencesGrouppoints;dividedocumentShoworganizationHelpreader;savereader’stimeMakepagelookinterestingTocreateheadingsMakeeachspecificKeepheadingsparallelMakesuretheycovermaterialuntilnextheadingUseHeadingsHeadings—words,phLimitWordsinAllCapitalLettersWordsinallcapitalsLosetheiruniqueshapesHavesamerectangularshapeLackascendersanddescendersCausesreadertoslowdownCausesmorereadingerrorspeoplePEOPLELimitWordsinAllCapitalLetUseNoMoreThanTwoFontsFonts—unifiedstylesoftypeSeriffont–lettershavefeetEasytoread;usedforparagraphsEx:NewCourier,TimesRomanSansseriffont–letterslackfeetHardertoread;usedforheadings,tablesEx:Arial,Tahoma,UniversUseNoMoreThanTwoFontsFontUseNoMoreThanTwoFonts,continued…MostdocumentsusejustonefontCreateemphasisbyusingBoldItalicsVaried

sizesFontsize12-pointidealformostbusinessdocumentsHeadingsmaybelargerUseNoMoreThanTwoFonts,coJustifyMarginsSelectivelyFulljustification—textevenatleftandrightmarginWantformallookWanttousefewestpagesRaggedrightmargin—textevenonleft,unevenonrightWantinformallookUseveryshortlinesWanttoreviseselectedpagesXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXJustifyMarginsSelectivelyFulPutKeyItemsatTopLeftorBottomRightReader’seyemovesinZpatternStartsatupperleftcornerofpageReadstotherightanddownQuadrantsinorderofimportanceTopleftBottomrightBottomleftTopright12PutKeyItemsatTopLeftorBUseaGridforVisualUnityGrid—2or3imaginarycolumnsonpage;maybesubdividedAllelementslinedupincolumnsCreatespleasingsymmetryUnifieslongdocumentsUseaGridforVisualUnityGriUseDecorativeDevicesinModerationUsedecorativedevicessparinglyAddinterest/emphasiswithdingbats,clipart Usecolorformainheadings,notdetailsInNorthAmerica,redusuallymeansdangerUseDecorativeDevicesinModeUseVisualsTopresentideascompletelyTofind/showrelationshipsTomakepointsvividToemphasizematerialTopresentmaterialconcisely,withlessrepetitionEveryvisualshouldtellastoryUseVisualsTopresentideascoVisualDesignGuidelinesCheckqualityofdataDeterminestoryyouwanttotellChoosevisualthatfitsthestoryFollowconventionsfordesigningvisualsUsecoloranddecorationwithrestraintBesurethatvisualisaccurate,ethicalVisualDesignGuidelinesCheck1.CheckQualityofDataCheckdatacomesfromreliablesourceCheckyouhavedataforallfactorsyoushouldconsiderUsedatabasedonassumptionsanddefinitionsincarefultitlesDonotusevisualsofunreliabledata1.CheckQualityofDataCheck2.DetermineStoryYouWanttoTellGoodstoriesmaySupportahunchyouhaveSurpriseorchallengeknowledgeShowunexpectedtrendsorchangesHavecommercialorsocialsignificanceProvideinformationneededforactionBerelevanttoaudience2.DetermineStoryYouWantto2.DetermineStoryYouWanttoTellTofindstoriesFocusonatopicSimplifythedataonthattopicandconvertnumbertosimpleunitsLookforrelationshipsandchangesProcessthedatatofindmorestories2.DetermineStoryYouWantto3.ChoosetheRightVisualfortheStoryUsetablewhenreaderneedsexactvaluesUsepiecharttoshowpartsofawhole3.ChoosetheRightVisualfor3.ChoosetheRightVisualfortheStoryUsebarcharttocompareitems,showrelationshipsUsepairedchartstotellcomplexstories3.ChoosetheRightVisualfor3.ChoosetheRightVisualfortheStory

UseslinechartstoCompareitemsovertimeShowfrequencyordistributionShowcorrelations3.ChoosetheRightVisualfor3.ChoosetheRightVisualfortheStoryUsephotographstoCreateasenseofauthenticityShowiteminuseUsedrawingstoShowdimensionsEmphasizedetail3.ChoosetheRightVisualfor3.ChoosetheRightVisualfortheStoryUsemapstoemphasizelocation3.ChoosetheRightVisualfor3.ChoosetheRightVisualfortheStoryUseGanttchartstoshowtimelinesDeterminewhatlevelsoftraining,educationandcommunicationwillbenecessaryforimplementingtheoptionSelectmostfeasibleoptionbasedoncriteria23Developplanforassessingoptionimplementation4Determinecriteriaforexploringeachoption1FinalPresentationWeek9/109/249/3010/710/149/17InterimMeeting

bi-weeklystatuscalls

Developanimplementationplan

Determineresourcesandresponsibilitiesarenecessarytocompletetasks

5Determinecriticalpathtoestimatetimerequiredtocompletealltasks

76Kick-offMeeting3.ChoosetheRightVisualfor!3.ChoosetheRightVisualfortheStoryPerspectivemakesgraphshardtoread!!3.ChoosetheRightVisualfo4.FollowConventionsforDesigningVisualsSixPartsofEveryVisualTitlethattellsstoryvisualshowsClearindicationofwhatdataareClearlylabeledunitsLabelsorlegendsidentifyingaxes,colors,symbols,etc.SourceofdatausedtocreatevisualSourceofvisualifnotyourwork4.FollowConventionsforDesi5.UseColor&Decorationw/RestraintAudiencesinterpretcolorbasedoncontextsColorconnotationsvaryamongculturesandprofessionsRed=goinChina;stopinU.S.Blue=masculinityinU.S.;criminalityinFrance;strength/fertilityinEgyptUseminimumshadingandlinesForblack-and-whitegraphs,useshadesofgray5.UseColor&Decorationw/Re6.BeSureVisualisAccurate,EthicalMakesureaudiencedoesnothavetostudyvisualtolearnmainpointDistinguishbetweenactualandestimatedorprojectedvaluesIncludethecontextofdataAvoidperspectiveand3-DgraphsAvoidcombiningwithmultiplescalesUseimagesthatarebias-free6.BeSureVisualisAccurate,IntegratingVisualsintoYourTextRefertoeveryvisualinyourtextRefertothetableorfigurenumber,notthetitleEx:Table10showsadetailedcomparison...Ex:DatainFigure6revealsamarkedtrendof...PutvisualassoonafterreferenceasspaceandpagedesignpermitEx:AsFigure3shows(page10),...Ex:(SeeTable2onpage14.)IntegratingVisualsintoYourIntegratingVisualsintoYourText,continued...SummarizemainpointofvisualbeforethevisualitselfAmountofdiscussiondependsonaudience,complexityofvisual,andimportanceofpointAftervisual,evaluatethedata,discussitsimplicationsWeak:Listedbelowaretheresults.Better:AsFigure4shows,salesdoubledinthelastdecade.

IntegratingVisualsintoYourDesigningBrochuresUsethisprocesstocreateeffectivebrochuresDetermineyourobjectivesIdentifyyourtargetaudiencesIdentifycentralsellingpointChooseimageyouwanttoprojectIdentifyobjections;brainstormwaystodealwiththemDesigningBrochuresUsethisprDesigningBrochures,continued…DrafttexttoseehowmuchspaceittakesSelectvisualstoaccompanytextExperimentwithdifferentpapersandlayoutsMakeeverychoiceaconsciousoneColor–Font–Layout–PaperPolishproseandgraphicsDesigningBrochures,continuedBrochureDesignPrinciplesPutcentralsellingpointoncoverUseavisualthattellsastoryUsegridtoalignelementsRepeatgraphics;usecontrastingsizes,shapesUsecoloreffectivelyBrochureDesignPrinciplesPutBrochureDesignPrinciples,continued…MaketextlookappealingUsenomorethantwofontsAvoiditalictypeandunderliningUsesmalltabindentsInsertplentyofwhitespaceUseraggedrightmarginDon’tputvitalpointsonbackofreplycouponBrochureDesignPrinciples,coDesigningWebPages:TextHelpsurfingreaderlearnaboutWebpagesponsorOffercontentslist,linktoeachpartPutmostinteresting,usefulpointsattopoffirstscreenMakeclearwhatreaderswillgetiftheyclickalinkDesigningWebPages:TextHelpDesigningWebPages:VisualsUsewhiteorlightbackgroundKeepgraphicssmallProvidevisualvarietyUnifypages;showsponsoroneachIncludeoneveryLinktohomepageNameande-mailaddressofwebmasterDatepagewaslastrevisedDesigningWebPages:VisualsUDesigningWebPages:Visuals,continued…Uselittleanimation;letreaderscontrolitsuseIfpageincludessound,putoffbuttonwhereuserscanseeitatonceVisitXenogene,aWeb

designcompany.ThumbnailsshowsampleWebpagedesignsDesigningWebPages:Visuals,DesigningWebPagesCommonWebpagedesignmistakesTextaudiencescannotreadContentthatdoesn’tanswersquestionsDifficultnavigationandsearchtoolsComplexandlengthyformsBugs,typos,orcorrupteddataOutdatedcontentDesigningWebPagesCommonWebUsabilityTestsWatchsomeoneusedocumenttodoataskAskreadertothinkaloudduringtaskInterruptatkeypointstofindoutwhatreaderthinksAskreadertodescribethoughtprocessafterwardsAskreadertoput+and-signsinmarginstoshowlikesanddislikesUsabilityTestsWatchsomeoneuMcGraw-Hill/IrwinCopyright©2009byTheMcGraw-HillCompanies,AllRightsReserved.McGraw-Hill/IrwinChapter6DesigningDocuments,DataDisplays,andVisualsDesignImportanceDesigns&ConventionsLevelsofDesignPageDesignGuidelinesUsingVisualsVisualDesignGuidelinesIntegratingVisualsDesigningBrochuresDesigningWebpagesUsabilityTestingChapter6DesigningDocuments,WhyDesignMattersSavestimeandmoneyReduceslegalproblemsBuildsgoodwillAttractivepageslookfriendly,easytoreadGroupingideasshowsstructure

WhyDesignMattersSavestimeaDesign:PartofWritingThinkaboutdesignateachstepAsyouplan,thinkaboutaudienceSkilledorbusy?Readstraightthroughorskiparound?Asyouwrite,uselists,headings.UsevisualstoconveynumericaldataclearlyGetfeedbackfromyouraudienceAsyourevise,checkthedesignguidelinesthatfollowDesign:PartofWritingThinkDesign&ConventionsVarywidelybyaudience,geographicarea,industry,ordepartmentChangeovertimeViolatingisriskyPresentsincorrectinterpretationsSignalsauthorisunreliableorunknowledgeableDesign&ConventionsVarywidelLevelsofDesignIntra—individuallettersandwordsInter—blocksoftextExtra—graphicsthatgowiththetextSupra—entiredocumentLevelsofDesignIntra—individuPageDesignGuidelinesUsewhitespaceUseheadingsLimitwordsinallcapitallettersUsenomorethantwofontsperdocumentPageDesignGuidelinesUsewhitPageDesignGuidelines,continued…JustifymarginsselectivelyPutkeyitemsattopleftorbottomrightUseagridforvisualunityUsehighlighting,decorativedevices,andcolorinmoderationPageDesignGuidelines,continUseWhiteSpaceWhiteSpace—emptyspaceonthepageMakesmessageeasiertoreadTocreatewhitespace,useHeadingsMixofparagraphlengthsListsofparallelitems(sameform)Bulletsornumberswhenorderisexact

XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXUseWhiteSpaceWhiteSpace—empUseHeadingsHeadings—words,phrases,orshortsentencesGrouppoints;dividedocumentShoworganizationHelpreader;savereader’stimeMakepagelookinterestingTocreateheadingsMakeeachspecificKeepheadingsparallelMakesuretheycovermaterialuntilnextheadingUseHeadingsHeadings—words,phLimitWordsinAllCapitalLettersWordsinallcapitalsLosetheiruniqueshapesHavesamerectangularshapeLackascendersanddescendersCausesreadertoslowdownCausesmorereadingerrorspeoplePEOPLELimitWordsinAllCapitalLetUseNoMoreThanTwoFontsFonts—unifiedstylesoftypeSeriffont–lettershavefeetEasytoread;usedforparagraphsEx:NewCourier,TimesRomanSansseriffont–letterslackfeetHardertoread;usedforheadings,tablesEx:Arial,Tahoma,UniversUseNoMoreThanTwoFontsFontUseNoMoreThanTwoFonts,continued…MostdocumentsusejustonefontCreateemphasisbyusingBoldItalicsVaried

sizesFontsize12-pointidealformostbusinessdocumentsHeadingsmaybelargerUseNoMoreThanTwoFonts,coJustifyMarginsSelectivelyFulljustification—textevenatleftandrightmarginWantformallookWanttousefewestpagesRaggedrightmargin—textevenonleft,unevenonrightWantinformallookUseveryshortlinesWanttoreviseselectedpagesXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXJustifyMarginsSelectivelyFulPutKeyItemsatTopLeftorBottomRightReader’seyemovesinZpatternStartsatupperleftcornerofpageReadstotherightanddownQuadrantsinorderofimportanceTopleftBottomrightBottomleftTopright12PutKeyItemsatTopLeftorBUseaGridforVisualUnityGrid—2or3imaginarycolumnsonpage;maybesubdividedAllelementslinedupincolumnsCreatespleasingsymmetryUnifieslongdocumentsUseaGridforVisualUnityGriUseDecorativeDevicesinModerationUsedecorativedevicessparinglyAddinterest/emphasiswithdingbats,clipart Usecolorformainheadings,notdetailsInNorthAmerica,redusuallymeansdangerUseDecorativeDevicesinModeUseVisualsTopresentideascompletelyTofind/showrelationshipsTomakepointsvividToemphasizematerialTopresentmaterialconcisely,withlessrepetitionEveryvisualshouldtellastoryUseVisualsTopresentideascoVisualDesignGuidelinesCheckqualityofdataDeterminestoryyouwanttotellChoosevisualthatfitsthestoryFollowconventionsfordesigningvisualsUsecoloranddecorationwithrestraintBesurethatvisualisaccurate,ethicalVisualDesignGuidelinesCheck1.CheckQualityofDataCheckdatacomesfromreliablesourceCheckyouhavedataforallfactorsyoushouldconsiderUsedatabasedonassumptionsanddefinitionsincarefultitlesDonotusevisualsofunreliabledata1.CheckQualityofDataCheck2.DetermineStoryYouWanttoTellGoodstoriesmaySupportahunchyouhaveSurpriseorchallengeknowledgeShowunexpectedtrendsorchangesHavecommercialorsocialsignificanceProvideinformationneededforactionBerelevanttoaudience2.DetermineStoryYouWantto2.DetermineStoryYouWanttoTellTofindstoriesFocusonatopicSimplifythedataonthattopicandconvertnumbertosimpleunitsLookforrelationshipsandchangesProcessthedatatofindmorestories2.DetermineStoryYouWantto3.ChoosetheRightVisualfortheStoryUsetablewhenreaderneedsexactvaluesUsepiecharttoshowpartsofawhole3.ChoosetheRightVisualfor3.ChoosetheRightVisualfortheStoryUsebarcharttocompareitems,showrelationshipsUsepairedchartstotellcomplexstories3.ChoosetheRightVisualfor3.ChoosetheRightVisualfortheStory

UseslinechartstoCompareitemsovertimeShowfrequencyordistributionShowcorrelations3.ChoosetheRightVisualfor3.ChoosetheRightVisualfortheStoryUsephotographstoCreateasenseofauthenticityShowiteminuseUsedrawingstoShowdimensionsEmphasizedetail3.ChoosetheRightVisualfor3.ChoosetheRightVisualfortheStoryUsemapstoemphasizelocation3.ChoosetheRightVisualfor3.ChoosetheRightVisualfortheStoryUseGanttchartstoshowtimelinesDeterminewhatlevelsoftraining,educationandcommunicationwillbenecessaryforimplementingtheoptionSelectmostfeasibleoptionbasedoncriteria23Developplanforassessingoptionimplementation4Determinecriteriaforexploringeachoption1FinalPresentationWeek9/109/249/3010/710/149/17InterimMeeting

bi-weeklystatuscalls

Developanimplementationplan

Determineresourcesandresponsibilitiesarenecessarytocompletetasks

5Determinecriticalpathtoestimatetimerequiredtocompletealltasks

76Kick-offMeeting3.ChoosetheRightVisualfor!3.ChoosetheRightVisualfortheStoryPerspectivemakesgraphshardtoread!!3.ChoosetheRightVisualfo4.FollowConventionsforDesigningVisualsSixPartsofEveryVisualTitlethattellsstoryvisualshowsClearindicationofwhatdataareClearlylabeledunitsLabelsorlegendsidentifyingaxes,colors,symbols,etc.SourceofdatausedtocreatevisualSourceofvisualifnotyourwork4.FollowConventionsforDesi5.UseColor&Decorationw/RestraintAudiencesinterpretcolorbasedoncontextsColorconnotationsvaryamongculturesandprofessionsRed=goinChina;stopinU.S.Blue=masculinityinU.S.;criminalityinFrance;strength/fertilityinEgyptUseminimumshadingandlinesForblack-and-whitegraphs,useshadesofgray5.UseColor&Decorationw/Re6.BeSureVisualisAccurate,EthicalMakesureaudiencedoesnothavetostudyvisualtolearnmainpointDistinguishbetweenactualandestimatedorprojectedvaluesIncludethecontextofdataAvoidperspectiveand3-DgraphsAvoidcombiningwithmultiplescalesUseimagesthatarebias-free6.BeSureVisualisAccurate,IntegratingVisualsintoYourTextRefertoeveryvisualinyourtextRefertothetableorfigurenumber,notthetitleEx:Table10showsadetailedcomparison...Ex:DatainFigure6revealsamarkedtrendof...PutvisualassoonafterreferenceasspaceandpagedesignpermitEx:AsFigure3shows(page10),...Ex:(SeeTable2onpage14.)IntegratingVisualsintoYourIntegratingVisualsintoYourText,continued...SummarizemainpointofvisualbeforethevisualitselfAmountofdiscussiondependsonaudience,complexityofvisual,andimportanceofpointAftervisual,evaluatethedata,discussitsimplicationsWeak:Listedbelowaretheresults.Better:AsFigure4shows,salesdoubledinthelastdecade.

IntegratingVisualsintoYourDesigningBrochuresUsethisprocesstocreateeffectivebrochuresDetermineyourobjectivesIdentifyyourtargetaudiencesIdentifycentralse