Ohio University College of Business Communication Standards

Report Graphic Aids
Effective graphics enhance reports by clarifying, simplifying, and emphasizing data. Tables
organize precise data into rows and columns. Bar and line charts compare data visually. Line
charts are especially helpful in showing changes over time. Pie charts show a whole and the
proportion of its components. Organization charts, pictures, maps, and illustrations serve
specific purposes.
In developing graphics, evaluate the audience, purpose, and topic to determine the number
and kinds of graphics. All graphics should be accurate and ethical. For effective use of
graphics:
1. Use graphics only when it will enhance the material for the reader.
2. Place the graphic aid after the introduction and before the interpretation and provide a
more detailed interpretation after the graphic aid, when needed.
Good Example:
As Table 1 shows, IBM is the only company featured in the book, In Search of
Excellence, that showed improvement in both return on sales and return on equity
from 1979 to 1984.
(Place Graphic Aid here.)
The remaining companies showed either no change or a decline in return on sales
and/or on equity…
Poor Example:
Table 1 shows an update on some of the “Excellent” companies featured in In Search
of Excellence.
Label each graphic aid. Provide all the information needed to understand the graphic
aid without reading the report.
Source: Adapted from Guffey, M. E. (2000). Business communication: Process & product,
Third Edition. Cincinnati, OH: South-Western College Publishing.
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