Purpose
Market studies show that communication effectiveness is increased 40 to 50 percent when a visual is added to the spoken word. However, the wrong visual aid will have just the opposite effect and message understanding can be decreased. It is important to get the message to the audience as quickly as possible.

Graphics (illustrations, photographs, charts, and graphs) or other visual aids (models, props, samples, etc.) should be used for the following reasons:

• For increased audience interest. It is necessary to catch and hold audience attention before they can receive your message.
• For increased understanding. If information is of a complex or technical nature, it may be necessary to communicate the information visually as well as verbally for the message to be understood.
• For enhanced retention. People retain visual images far longer than the written word.
• For increased efficiency. Studies indicate that the same message can be communicated faster by using visuals.