Preparation of Charts and Posters - Practical Guide
Table of Contents
1. Introduction to Visual Communication in Extension
Visual communication materials are essential tools in agricultural extension that help convey information quickly, effectively, and memorably to farmers and rural audiences. Charts and posters are among the most widely used visual aids for extension education.
Everett M. Rogers in "Diffusion of Innovations" (2003) emphasizes that "Visual aids can significantly accelerate the adoption process by making complex innovations more observable and understandable to potential adopters."
Reference: Rogers, E.M. (2003). Diffusion of Innovations, 5th Edition. Free Press.
1.1 Importance of Visual Aids in Extension
- Overcome literacy barriers in rural areas
- Make complex information easily understandable
- Attract and maintain audience attention
- Enhance retention and recall of information
- Provide visual reinforcement of verbal messages
- Cost-effective and widely accessible
- Can reach large audiences simultaneously
- Create lasting impact through visual memory
Van den Ban & Hawkins in "Agricultural Extension" (1996) note that visual aids are particularly effective in extension because they:
- Help bridge the gap between extension worker and farmer knowledge levels
- Make abstract concepts concrete and understandable
- Stimulate discussion and participation in group meetings
Reference: Van den Ban, A.W. & Hawkins, H.S. (1996). Agricultural Extension, 2nd Edition. Blackwell Science.
1.2 Characteristics of Effective Visual Aids
- Simple: Easy to understand at a glance, with clear and straightforward design
- Clear: Message is immediately obvious and unambiguous
- Relevant: Directly related to audience needs and local context
- Accurate: Technically correct information with proper scientific basis
- Attractive: Visually appealing with professional appearance
- Culturally Appropriate: Respects local context, values, and traditions
- Durable: Can withstand handling and environmental conditions
- Visible: Appropriate size for the intended viewing distance
- Memorable: Creates lasting impression through strong visual impact
1.3 Why Charts and Posters Matter
Edgar Dale’s Cone of Experience (1969): Dale’s model suggests that learning is more effective when it involves visual and interactive methods. Combining seeing (e.g., charts and posters) with hearing (e.g., explanations) or doing (e.g., hands-on activities) significantly enhances understanding and retention compared to reading or listening alone.
- Visual aids make information more concrete and accessible.
- Interactive methods, such as group discussions with flip charts, promote active learning.
- Hands-on practice guided by visual aids leads to higher retention.
Visual aids are critical in agricultural extension, especially for audiences with diverse literacy levels.
Reference: Dale, E. (1969). Audio-Visual Methods in Teaching, 3rd Edition. Dryden Press.
Paulo Freire in "Extension or Communication" (1973) argues that "Visual materials should not merely transmit information but should promote critical dialogue between extension workers and farmers about their reality."
Reference: Freire, P. (1973). Extension or Communication. McGraw-Hill.
Practical Context
Charts are visual symbols that make learning more effective and meaningful, typically sized A1 (59.4 × 84.1 cm) or larger for group viewing. Posters combine illustrations with minimal text to catch attention and stimulate action, often placed in high-traffic areas for maximum visibility, with a common size of A1 or A0 (84.1 × 118.9 cm).
2. Understanding Charts
2.1 Definition and Purpose
Charts are visual representations of information, data, or processes using diagrams, graphs, or illustrations. They simplify complex information and make relationships and patterns easily visible.
Berlo in "The Process of Communication" (1960) states that "Charts serve as encoders that translate complex agricultural processes into visual symbols that can be easily decoded by farmers regardless of their literacy level."
Reference: Berlo, D.K. (1960). The Process of Communication. Holt, Rinehart and Winston.
2.2 Key Components of an Effective Chart
2.2.1 Title/Heading
- Clear and descriptive
- Indicates what the chart shows
- Positioned at top
- Larger font than other text
- Concise (5-10 words maximum)
2.2.2 Data/Information Display
- Main visual element (graphs, diagrams, flowcharts)
- Clear and uncluttered presentation
- Accurate representation of data
- Appropriate scale and proportions
- Logical organization
2.2.3 Labels and Legends
- Clear identification of all elements
- Axis labels for graphs
- Legend explaining symbols/colors
- Units of measurement specified
- Readable font size
2.2.4 Color and Contrast
- Appropriate color scheme (2-4 colors)
- Sufficient contrast for readability
- Consistent color coding
- Colorblind-friendly combinations (e.g., avoid red-green, use patterns)
- Meaningful use of colors
- Test with tools like Color Oracle for accessibility
2.2.5 Source/Credit
- Data source mentioned
- Organization/author name
- Date of creation
- Small text at bottom
- Adds credibility
2.3 Types of Charts in Extension
2.3.1 Flip Charts
Description: A series of large sheets of paper bound at the top, mounted on an easel or stand.
Uses: Sequential presentation of information, group discussions and meetings, step-by-step demonstrations
Size: Typically A1 (59.4 × 84.1 cm) or A2 (42 × 59.4 cm)
2.3.2 Flow Charts
Description: Diagrams showing sequential steps in a process using boxes and arrows.
Uses: Illustrating agricultural processes, showing decision-making sequences, explaining administrative procedures
2.3.3 Bar Charts/Graphs
Description: Use rectangular bars to represent quantities or comparisons.
Uses: Comparing crop yields across varieties, showing production trends, illustrating cost comparisons
2.3.4 Pie Charts
Description: Circular charts divided into sectors showing proportions.
Uses: Showing budget allocation, illustrating crop composition, displaying resource distribution
2.3.5 Line Graphs
Description: Points connected by lines showing trends over time.
Uses: Temperature or rainfall patterns, price trends over time, growth curves, production trends
2.3.6 Organizational Charts
Description: Hierarchical diagrams showing structure and relationships.
Uses: Extension service structure, cooperative organization, project management hierarchy
2.3.7 Pictorial Charts
Description: Use pictures or symbols to represent data, combining images with written material.
Uses: Comparing quantities visually, making data attractive and engaging, reaching low-literacy audiences
2.3.8 Tree Charts
Description: Hierarchical diagrams showing development or growth through branches and sub-branches.
Uses: Showing organizational structures, classifying crop varieties, displaying decision-making hierarchies
2.3.9 Reveal Charts
Description: Information presented with sections covered by removable strips, unveiled sequentially to maintain audience engagement during explanations.
Uses: Step-by-step demonstrations, building anticipation, focusing attention on specific points
2.3.10 Table Charts
Description: Information presented in tabular form for clear comparison.
Uses: Training schedules, production data, statistical comparisons, chronological information
2.4 Graphs in Extension Work
2.4.1 Line Graph
Shows trends of prices, farm production, milk production, etc., over time using connected data points.
2.4.2 Bar Graph
Compares quantities using rectangular bars. Includes multiple bar graphs comparing different categories and divided bar graphs showing components within each category using different colors or patterns.
2.4.3 Pie Graph
A circle divided into different sections to indicate different parts of a whole, useful for showing proportions and percentages.
Swanson, Bentz & Sofranko in "Improving Agricultural Extension" (1997) recommend using pictorial charts especially for "illiterate and semi-literate farmers as they can quickly grasp quantitative relationships through visual symbols rather than abstract numbers."
Reference: Swanson, B.E., Bentz, R.P. & Sofranko, A.J. (1997). Improving Agricultural Extension: A Reference Manual. FAO.
Design Considerations
Effective charts should be simple with only one main idea, use bold and straight letters, maintain margins on all sides, employ good contrast colors for readability, and include source information at the bottom for credibility. The size should be appropriate for the intended audience—typically A1 or larger for group viewing but convenient for handling.
2.5 When to Use Different Chart Types
| Chart Type | Best For | Avoid When | Extension Applications |
|---|---|---|---|
| Bar Chart | Comparing discrete categories, showing rankings | Too many categories (>10), continuous data | Yield comparisons, cost analysis, survey results |
| Pie Chart | Showing parts of a whole, proportions | Many small slices, precise comparisons needed | Budget allocation, crop composition, land use |
| Line Graph | Trends over time, continuous data | Discrete categories, part-to-whole relationships | Weather patterns, price trends, growth curves |
| Flow Chart | Sequential processes, decision trees | Simple linear information, data display | Farming operations, pest management decisions |
| Pictorial Chart | Low-literacy audiences, engaging presentations | Precise data, complex relationships | Livestock numbers, population comparisons |
3. Understanding Posters
3.1 Definition and Purpose
Posters are visual displays combining text, images, and graphics designed to attract attention, convey a message quickly, and motivate action. They are powerful tools for mass communication in extension work.
R├╢ling in "Extension Science" (1988) describes posters as "boundary objects that facilitate communication between the scientific world of extension agents and the practical world of farmers by translating technical knowledge into accessible visual formats."
Reference: R├╢ling, N. (1988). Extension Science: Information Systems in Agricultural Development. Cambridge University Press.
3.2 Key Components of an Effective Poster
3.2.1 Heading/Title
- Brief, catchy, and informative
- Largest text on poster
- Communicates main message
- Positioned at top center
- Maximum 5-8 words
3.2.2 Visual Elements
- Dominant feature of poster
- Should occupy 60-70% of space
- Clear, simple, relevant illustrations
- Use photographs, drawings, or graphics
- Culturally appropriate images
Pretty & Chambers in "Towards a Learning Paradigm" (1993) stress that "visual elements in extension materials must represent local farming conditions and practices to ensure relevance and credibility with farmer audiences."
Reference: Pretty, J.N. & Chambers, R. (1993). Towards a Learning Paradigm: New Approaches to Agricultural Extension. FAO.
3.2.3 Text/Message
- Minimum essential text only
- Short sentences or bullet points
- Large, readable font
- Simple language (preferably local language)
- 20-30 words for campaign posters, up to 50-100 for educational posters
3.2.4 Color Scheme
- 2-4 colors maximum
- High contrast for visibility
- Consistent color theme
- Consider color psychology
- Culturally appropriate colors
- Colorblind-friendly combinations (e.g., avoid red-green)
3.2.5 White Space
- Don't overcrowd the poster
- Leave margins and breathing room
- Helps focus attention
- Makes poster look professional
3.2.6 Source/Credit
- Organization name and logo
- Contact information if relevant
- Small text at bottom
- Adds credibility
Practical Design Guidelines
Effective posters use concise, striking slogans with captions not exceeding five words, avoid vertical text for readability, and employ bright colors with the core idea highlighted prominently. The illustration should convey the central message clearly at a single glance, using objects familiar to the audience. Posters should convey only one main idea to avoid confusion and be well-balanced for smooth visual flow.
3.3 Types of Posters
3.3.1 Educational/Informative Posters
Purpose: Provide detailed information on specific topics with technical instructions and step-by-step procedures.
Examples: Proper spraying techniques, seed treatment methods, disease identification and symptoms, nutrient deficiency symptoms
Characteristics: More text than other types, detailed illustrations, technical accuracy
3.3.2 Motivational/Campaign Posters
Purpose: Inspire action and behavior change through emotional appeal and strong visual impact.
Examples: "Save Water, Save Life", "Adopt Crop Diversification", "Say No to Stubble Burning", "Organic Farming for Healthy Living"
Characteristics: Minimal text, emotional appeal, call to action, strong visual elements
Chambers in "Rural Development: Putting the Last First" (1983) emphasizes that motivational posters should reflect "farmers' own priorities and use their language and cultural symbols to create genuine motivation rather than external imposition."
Reference: Chambers, R. (1983). Rural Development: Putting the Last First. Longman.
3.3.3 Announcement Posters
Purpose: Inform about events, programs, or services with essential details and contact information.
Examples: Kisan Mela announcements, training programme schedules, agricultural fair notices, extension service availability
Characteristics: Event details highlighted, contact information, eye-catching headlines, important dates
3.3.4 Comparative Posters
Purpose: Show before/after scenarios or compare different options and outcomes.
Examples: Traditional vs. improved variety yields, before and after soil treatment, pest damage comparison, cost-benefit analysis
Characteristics: Side-by-side comparisons, visual contrasts, clear advantages shown, evidence-based results
4. Design Principles and Guidelines
Effective charts and posters follow fundamental design principles that ensure clarity, impact, and effectiveness in communication.
Lasswell's Communication Model (1948) provides the foundation for effective visual design in extension. Each design element should consider these five components: Who says What to Whom in Which channel with What effect.
Reference: Lasswell, H.D. (1948). The Structure and Function of Communication in Society. Harper & Brothers.
4.1 The CRAP Principles of Design
The four fundamental design principles can be remembered using the acronym CRAP:
4.1.1 Contrast
Create visual interest and hierarchy through differences in size, color, and typography. Important elements should be larger and more prominent than less important ones.
4.1.2 Repetition
Create unity and consistency throughout design using same color palette, fonts, and styles for similar elements.
4.1.3 Alignment
Create order and organization through proper positioning of elements using edge alignment and grid systems.
4.1.4 Proximity
Group related items together to organize information logically and show relationships between elements.
Williams in "The Non-Designer's Design Book" (2014) emphasizes that "Good design is not about decoration, but about communication. Every design choice should serve the purpose of making the message clearer and more accessible."
Reference: Williams, R. (2014). The Non-Designer's Design Book, 4th Edition. Peachpit Press.
Practical Implementation
When creating charts, start with a clear title that states the purpose briefly. Develop only one main idea per chart and include only essential details to avoid confusion. Create a rough sketch first, then finalize the layout. Use bold, simple letters and good contrast colors for readability. Maintain margins on all sides and ensure the size is appropriate for the intended audience. The presentation should be logical, direct, clear, and accurate with source information included for credibility.
4.2 Color Selection Guidelines
4.2.1 Color Psychology in Extension Materials
- Green: Growth, agriculture, nature, eco-friendly (most common in agricultural posters)
- Blue: Trust, stability, water, professional
- Red: Danger, urgency, attention, stop (use for warnings)
- Yellow: Caution, energy, optimism (good for highlighting)
- Brown: Earth, soil, organic, natural
- Orange: Activity, enthusiasm, harvest
4.2.2 Color Combinations
- Complementary: Opposite colors (high contrast) - e.g., blue and orange
- Analogous: Adjacent colors (harmonious) - e.g., green, yellow-green, yellow
- Monochromatic: Different shades of one color (subtle, elegant)
- Triadic: Three equally spaced colors (vibrant, balanced)
Important: Ensure sufficient contrast between text and background for readability. Black text on white or light background is always safe. Avoid red-green or blue-yellow combinations to accommodate colorblind viewers. Use patterns or textures to differentiate elements.
Cultural Considerations: Hofstede in "Culture's Consequences" (2001) notes that color meanings vary across cultures. In the Indian context, saffron represents spirituality and sacrifice, while white may represent purity or mourning. Conduct focus group discussions with farmers to ensure colors and symbols align with local norms.
Reference: Hofstede, G. (2001). Culture's Consequences: Comparing Values, Behaviors, Institutions and Organizations Across Nations. Sage Publications.
4.3 Typography Guidelines
4.3.1 Font Selection
- Headings: Sans-serif fonts (Arial, Helvetica, Calibri) - clean and modern
- Body Text: Serif or sans-serif depending on amount - easier to read in paragraphs
- Maximum: Use 2-3 different fonts maximum
- Avoid: Decorative or script fonts for main text
4.3.2 Text Treatment
- Use: Bold for emphasis, but sparingly
- Avoid: All caps (harder to read), underlining (cluttered)
- Line spacing: 1.2-1.5 times font size for readability
- Alignment: Left-aligned for body text, centered for headings
Tufte in "The Visual Display of Quantitative Information" (2001) advocates for "maximizing the data-ink ratio" - every visual element should contribute to conveying information, not just decoration.
Reference: Tufte, E.R. (2001). The Visual Display of Quantitative Information, 2nd Edition. Graphics Press.
5. Step-by-Step Preparation Process
5.1 Materials and Tools
5.1.1 Traditional Materials
Chart Paper: Standard sizes A0 (84.1 × 118.9 cm), A1 (59.4 × 84.1 cm), A2 (42 × 59.4 cm); 150-200 GSM for durability
Poster Paper: Art paper 200-300 GSM for professional look; common size A1 (59.4 × 84.1 cm) or A0 (84.1 × 118.9 cm)
Drawing Tools: Markers, pens, water colors, rulers, lettering devices, brushes, erasers
5.1.2 Essential Materials
- Drawing sheets or paper in appropriate sizes
- Writing pens and pencils for sketching
- Water colours and color pencils
- Erasers for corrections
- Rulers and scales for precise measurements
- Lettering devices for consistent typography
- Brushes for color application
5.1.3 Digital Tools and Software
Free/Low-Cost Options
- Canva: User-friendly, templates, web-based, collaborative
- GIMP: Free image editing, advanced features
- LibreOffice Draw: Vector graphics, free office suite
- Figma: Collaborative design, vector graphics
- VistaCreate: User-friendly for posters, templates
Professional Software
- Adobe Illustrator: Vector graphics, professional design
- Adobe Photoshop: Photo editing, complex compositions
- CorelDRAW: Vector graphics, user-friendly
- Adobe InDesign: Layout design, professional publishing
Mobile Apps
- Canva Mobile: Design on the go, cloud-based
- Adobe Express: Quick poster creation, templates
- PicsArt: Photo editing and design
- Over: Text and graphics overlay
5.2 Planning and Research
5.2.1 Identify Target Audience
Determine who will view your chart/poster. Consider literacy levels, cultural background, farming experience, and specific needs. Conduct focus groups to ensure cultural relevance.
5.2.2 Define Objective
Clearly state what you want to achieve. Is it to inform, motivate, demonstrate, or announce? Write a single sentence describing your goal.
5.2.3 Gather Content
Collect accurate, up-to-date information from reliable sources. Verify technical details with subject matter experts.
Participatory Design Approach: Chambers advocates for involving farmers in the design process through "Participatory Rural Appraisal (PRA)" techniques to ensure materials reflect their actual needs and perspectives.
Reference: Chambers, R. (1997). Whose Reality Counts? Putting the First Last. Intermediate Technology Publications.
5.3 Design and Layout
5.3.1 Create Rough Sketch
Draw a basic layout on paper at reduced scale (1/3 or 1/4 of actual size). Decide placement of title, images, text blocks, and other elements.
5.3.2 Choose Color Scheme
Select 2-4 colors that work well together and are appropriate for your message and audience. Use bright colors and highlight core ideas with prominent colors. Test for colorblind accessibility.
5.3.3 Select Typography
Choose fonts that are readable and appropriate. Use bold and simple letters, avoiding vertical text and broken captions.
Kincaid & Fishbein in "Health Communication" (1991) emphasize that "effective health and agricultural communication requires matching the complexity of the message to the processing capacity of the audience."
Reference: Kincaid, D.L. & Fishbein, M. (1991). Health Communication: Theory, Method, and Application. Lawrence Erlbaum Associates.
5.4 Content Development
5.4.1 Write Compelling Headlines
Create attention-grabbing titles that clearly communicate the main message. Keep them short, specific, and benefit-oriented with captions not exceeding five words.
5.4.2 Develop Key Messages
Write clear, concise text that supports your objective. Use simple language, active voice, and bullet points where appropriate.
5.4.3 Create Visual Elements
Develop illustrations that bring out the message clearly at a single glance. Use objects familiar to the audience and avoid unwanted material around key elements.
Final Considerations
Ensure your visual aid conveys only one main idea to avoid confusion. Maintain proper balance so viewers' eyes can travel smoothly through the content. Include timely information and mention sources for credibility. The final product should be well-balanced, professionally presented, and appropriate for the intended display locations.
6. Practical Exercises
6.1 Chart Preparation Exercise
Learning Objectives:
- To develop practical skills in the preparation of various types of charts
- To understand the utility and application of charts in classroom and field situations
- To learn appropriate design principles for effective visual communication
Key Focus Areas:
- Selection of appropriate chart types for different communication needs
- Effective use of colors, typography, and layout principles
- Integration of accurate technical information with visual elements
- Consideration of audience characteristics and cultural context
6.2 Poster Preparation Exercise
Learning Objectives:
- To develop practical skills in poster design and preparation
- To understand the role of posters in transferring agricultural technology
- To learn principles of effective mass communication through visual media
Key Focus Areas:
- Developing concise and impactful messages
- Creating visually appealing layouts with strong focal points
- Selecting appropriate placement strategies for maximum visibility
- Ensuring cultural relevance and technical accuracy
7. Practical Assignments
Assignment 1: Comprehensive Chart Preparation
Design and create an attractive chart about any agricultural practice or event relevant to your region. The chart should effectively communicate technical information while being visually appealing and appropriate for the intended audience.
Rubric: 30% Technical Accuracy, 30% Visual Design (CRAP principles), 20% Cultural Relevance, 20% Clarity of Message
Assignment 2: Strategic Poster Development
Prepare a poster on any agricultural innovation, considering key design principles and the specific context of rural communication. The poster should effectively capture attention and convey its message quickly and memorably.
Rubric: 30% Technical Accuracy, 30% Visual Appeal, 20% Cultural Appropriateness, 20% Message Impact
Assignment 3: Chart Design and Development
Design and create a flip chart series (minimum 5 pages) on a specific agricultural topic relevant to your region. Include appropriate use of colors, typography, and visual elements. Test with target audience and revise based on feedback.
Rubric: 25% Technical Accuracy, 25% Design Quality, 25% Audience Feedback, 25% Cultural Relevance
Assignment 4: Poster Campaign Development
Develop a complete poster campaign (3 different posters) addressing a current agricultural issue in your area. Include one educational, one motivational, and one comparative poster. Ensure cultural appropriateness and technical accuracy.
Rubric: 30% Technical Accuracy, 30% Visual Design, 20% Cultural Sensitivity, 20% Campaign Coherence
Assignment 5: Field Testing and Evaluation
Use your created materials in actual extension activities. Document the process, gather feedback from farmers, measure effectiveness, and prepare a detailed evaluation report with recommendations for improvement.
Rubric: 30% Documentation Quality, 30% Feedback Analysis, 20% Effectiveness Measurement, 20% Recommendations
Note: These practical assignments are designed to develop essential skills in visual communication for agricultural extension. Success in these exercises demonstrates the ability to translate complex agricultural information into accessible visual formats that can effectively reach diverse audiences in rural settings.
8. Frequently Asked Questions
Q1: How do I choose between a chart and a poster for my extension message?
A: Consider your objective and audience. Use charts for detailed information, step-by-step processes, or data presentation in training sessions. Use posters for broad awareness, motivation, or quick reference that needs to grab attention from a distance. Charts are better for interactive sessions, while posters work well for passive viewing in public spaces.
Q2: What's the ideal size for extension posters in rural areas?
A: For indoor use (offices, meeting rooms): A2 (42 × 59.4 cm) or A1 (59.4 × 84.1 cm). For outdoor displays: A1 or A0 (84.1 × 118.9 cm). Ensure text is readable from 3-5 feet away, adjusting size based on viewing distance.
Q3: How many colors should I use in my design?
A: Limit yourself to 2-4 colors maximum. Too many colors become distracting and expensive to print. Use one dominant color (60%), one secondary color (30%), and one accent color (10%). Black and white count as colors. Each additional color increases printing costs significantly.
Q4: Should I use photographs or illustrations in my materials?
A: Both have advantages. Photographs show reality and build credibility, especially for demonstrations of results. Illustrations are better for showing processes, highlighting specific details, or when you can't get good photographs. For rural audiences, locally relevant images (familiar people, settings, crops) work better than generic stock photos.
Q5: How do I make materials accessible for farmers with limited literacy?
A: Use more visuals and less text. Replace text with symbols, icons, or pictographs where possible. Use simple language and short sentences. Include step-by-step visual sequences. Test with target audience to ensure understanding. Consider using local dialects and familiar cultural references.
Q6: What's the best way to store and maintain visual materials?
A: For charts: Use protective sleeves or lamination. Store flat or rolled in tubes. Keep away from moisture and direct sunlight. For posters: Laminate frequently used ones. Store flat between boards or roll with protective covering. Consider digital backups for easy reprinting.
Q7: How often should I update my visual materials?
A: Review annually for technical accuracy and relevance. Update immediately if information becomes outdated or incorrect. Consider seasonal variations—some materials may need different versions for different crops or seasons. Track usage and effectiveness to prioritize updates.