Principles of Professional Writing: Using Visuals*

Visuals are great for simplifying and clarifying ideas, as well as comparing information. They allow readers to interpret data at a glance, which makes information more memorable and accessible. However, visuals are useless unless they are used effectively. 

Here are some helpful tips for using effective visuals:

1. Use visuals only when necessary. Do not include a visual just for decoration. Using visuals that have nothing to do with the content of the document or presentation can distract or even confuse the reader. 
2. Don’t be redundant. If the visual adds nothing to the text but merely repeats the same information, it is a waste of space and the reader’s time. 
3. Make sure the visual you have chosen is the best for your purpose. The visual must be the best way to present the particular information you wish to express. Don’t use visuals where words will suffice. Here are the types of visuals: 
• Line Graphs
• Pie Charts
• Flowcharts
• Schematics
• Symbols
• Drawings
• Photographs
• Maps
• Tables
• Bar Graphs
4. Introduce, discuss, interpret, and integrate the visual into the text of the document. Raw data means nothing unless its relevance to the issue at hand is made clear. The reader should not have to figure out why the visual is included in the document, or what the significance of the data may be. 
5. Make sure the visual has a clear meaning. While it should be interpreted in the text of the document, it should also be self-explanatory and complete. 
6. Make sure the information in your visual is accurate. Gather your information from reliable sources. 
7. Number visuals consecutively (using figure or table numbers) and give them a specific, meaningful title. Remember to refer to these in the body of your text. 
8. Remember your audience. Tailor your use of visuals to their needs. 
9. Cite visuals that come from another source. This is as easy as typing “Source:” followed by the source location. 
10. If using a table, make all like elements (the factors being compared) read down, not across. 
11. Make the visual easy for your reader to find. The visual should closely follow the reference to it in the text. Format the document so that visuals do not appear on different pages from where they are mentioned in the text. The exception to this is, of course, visuals included in an appendix. 
12. Surround the visual with white space. Crowding visuals can inhibit their effectiveness. 
13. As a convention, make the visual take up at least one third of a page. This is for reasons of clarity and visibility. 
14. Position the visual in alignment with the text, for balance. 
15. Define terms and symbols in your visual, and make sure they are consistent. 
16. Make all captions and lettering in the visual easily readable. (see Typography)

Using visuals doesn't have to be hard. These basic principles will teach you which visuals work and when. Follow them, and you will learn to use visuals effectively.

* Sources:

Oliu, Walter E., Charles T. Brusaw, and Gerald J. Alred. Writing That Works: Communicating Effectively on the Job. 10th ed. Boston: Bedford/St. Martin's, 2009. Print.

"Professional Writing." skills4study.com. Palgrave, n.d. Web. 19 April 2012.