Graphics and PowerPoint with a Leadership Edgeonline.columbiasouthern.edu/CSU.../12D/UnitIV_Chapter6Presentation.pdf · Examples of Poor Font Design 6- 8 Black on white background

Lectures Based on

Leadership Communication, 3rd edition

By Deborah J. Barrett, Ph.D.

Graphics and PowerPoint with a

Leadership Edge

Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

Discussion Topics

Recognizing when to use graphics

Employing fundamental graphic design principles

Creating meaningful and effective text layouts

Selecting and designing effective data charts

Making the most of PowerPoint as a design and

presentation tool

6-2

When to Use Graphics

Reinforce the message

Provide a roadmap to the structure

Illustrate relationships or concepts visually

Support an assertion

Emphasize important ideas

Maintain and enhance interest

6-3

Discussion Topics






presentation tool

6-4

How to Design a Slide

Keep it simple: Remember “Less is more”

Have only one message per slide

Make sure the slide title captures the “so what?”

Select graphics that support the message

Use shading to guide audience to the message

Use animation only if it reinforces the message

6-5

Colors and Fonts to Use

Dark background (dark blue to black)

White, cream, yellow, or gold font

Arial or similar sans serif font

At least 20 point font size for text, depending

on size of the room

28+ font size for titles, depending on room

6-6

Colors and Fonts to Avoid

White background

Black serif font

All caps in titles or text

Initial caps except in titles

Underlining of text

Red font on blue backgrounds

6-7

Examples of Poor Font Design

6- 8

Black on white background does not show up well and should be avoided

as should a Serif font on any background.

Font too small: no one can read it.

ALL CAPS ARE HARD TO READ AND LOOK AS IF YOU ARE YELLING!

Initial Caps are Distracting and Technically Incorrect for Text within Charts.

Underlining cuts off the bottom of descending letters.

Red letters on blue backgrounds are blurry.

Other Design Violations

Too many words on the slide

Not using hanging indents for text lists of

more than one line

Having too many “widow words”

Backgrounds detracting from the message

Graphs pulled in directly from Excel without

improving legibility and making them

consistent with the presentation format

6-9

Discussion Topics






presentation tool

6-10

Key Current Quarter Priorities

Global Division:

Maintain consistent price pressure against competition

Execute toward lower alternative targets

Implement new global/local philosophy

Work with Area divisions to increase and monitor attach rates

Technical Division:

Use SWAT team and various Area projects such as ACE in So America and Thrust in Europe to impact customer acceptance of the New line 2000 and families and increase channel sales out on Newline 2000, 2500, and 3300 families to achieve target market share

Analysts removed Newline products from problem watch in July; communications deliverables sent to Global Marketing groups worldwide

Expansion Division:

Deplete Technical companion inventory by end of 1997 to pave the way for AMstart (announce in August; launch AMstart with European mono availability in January; So America in February; European and So American color models available in March)

Implement Expansion HUBs in Europe and So America in November

Participate in development of Newline Electronic Commerce offering for Europe and Electronic Options in 1Q00 So American Rollout

Text Not Formatted Effectively –

Too Many Words

6-11

Text Not Formatted Effectively –

Widows and No Use of Hanging Indents

Global Division:


Work with Area divisions to increase/monitor attach

rates

Technical Division:

Use SWAT team and various Area projects such as ACE in So America and Thrust in Europe to impact customer acceptance of the New line 2000 and families and increase channel sales out on Newline 2000, 2500, and 3300 families to achieve target market share

Widows

No hanging indent


6-12


Global Division

Maintain consistent price pressure

Execute toward lower alternative targets


Increase attach rates through Area divisions

Technical Division

Improve customer acceptance of New line 2000 and families through team and Area projects

Achieve target market share by increasing channel sales on Newline 2000, 2500, and 3300 families

Text Formatted Effectively

6-13

Effective Text Variation –

Using Two Columns

Division

Global

Technical

Priority Actions


Work with Area divisions to increase/monitor attach rates

Use SWAT team and Area projects to impact customer acceptance of the Newline 2000 and families

Increase channel sales on Newline and families to achieve target market share

Current Priorities by Division

6-14

Text Variation – Using Graphic Support

Current Priorities by Division

Expansion Deplete surplus

inventory of Technical Companion

Implement expansion hubs in Europe and North America

Technical Use SWAT team/Area

projects to improve Newline acceptance

Increase channel sales for Newline family


Increase and monitor attach rates

Global

6-15

Text Variation – Guiding the Eye with Graphics

Source: Gene Zelazny,

Say it with Charts.

Determine the message

Choose the comparison

Draw the chart

Steps In Creating Effective Charts

6-16

Determining When to Build Text Charts

If you plan to talk about the text as a

whole, do not build.

You should decide to build or not to build a

text slide by the amount of time you plan to

spend on each bullet.

If you plan to spend some time discussing

each bullet point, you might want to build,

bullet by bullet.

If you decide to build, then have each bullet

with text appear, not fly into the slide.

6-17

Discussion Topics






presentation tool

6-18

Selecting the Right Type of Graph

Use this type to Graph type

Pie Compare proportions and relative

amounts

Bars Convey absolute value data, relative

sizes, or close comparisons

Histograms Show what’s typical or exceptional

Step or waterfall Convey differences

Line Demonstrate trends or interactions

between variables

Scatter Plot Illustrate how well one thing predicts

another

6-19

Designing and Integrating Data Charts:

How Not to Label Pie Charts

Johnson &

Smith

James & Connelly

Kramer & Mattee

Davis & Jimenez

Brown & Peterson

$243.70

$231.40

$177.80

$92.10

$67

$ Millions

Lawyer Reports, July 7, 2009

Legend

outside of

graph

Title does not

capture “so what?” Law Firm Size

6-20

Two Firms Have Highest Revenue


How to Label Pie Charts

Johnson

& Smith

James &

Connelly

Kramer

& Mattee

Davis &

Jimenez

Brown &

Peterson

$244

$231

$178

$92

$67

$ Millions

Lawyer Reports, July 7, 2009

6-21


How Not to Do Bar Graphs

Sales

$0

$1,000

$2,000

$3,000

$4,000

00 01 02 03 04 05 06

Year matrix implemented

Evaluation

Background not

consistent with rest

of presentation

Two titles &

neither

with

meaning

Chart junk

(unneeded

zeroes)

Bars too narrow;

space between

too wide

6-22


How to do Bar Graphs

0

1

2

3

$4

03 04 05 06 08 09

$ in Billions

07

Year Matrix implemented

Sales Increase Since Matrix Implemented

6-23

Market Assessment

0 2 4 6 8

10 12 14 16

Pro

du

cti

on

(Q

ts)

05 06 07 08 09 Years

Ice Cream Ice Milk Others

Individual consumption of ice cream declining

compared to other dessert products


Another Poorly Designed Bar Chart

Legend outside

of graph

Title does not capture

“so what?”

Background not

consistent with rest of

presentation

Axis

label not

rotated

for easy

reading

6-24


Effective Bar Chart

25

% of Total

Other

Desserts

Ice Milk

Ice

Cream

2005 2006 2007 2008 2009

69 58 58 57 56

23 23 22 22 23

8 19 20 21 21

Desserts Increasing at Ice Cream’s Expense

6-25


How Not to Do a Line Graph

Divisional Performance

0

1

2

3

4

5

6

7

04 05 06 07 08 09 Year

Re

ve

nu

e (

$ M

M)

Division A Division B

Background not

consistent with rest

of presentation

Axis label

not rotated

for easy

reading

Two titles &

neither

with

meaning

Legend

outside of

graph

Financial Status

6-26

27


How to Do a Line Graph

2004 2005 2006 2007 2008 2009

Revenue ($mm)

3

2

1

0

7

4

6

5

Division B

Division A

Division B Out Performing A

6-27

Discussion Topics






presentation tool

6-28

Title Slide with too Little Information

6-29

Title does not

capture “so

what?” of

presentation.

Slide does not

provide adequate

information.

Doing Business

Successfully in Vietnam

Presented by Development Team: Mary Smith

Bill Jones

Jin Nguyen

Charles Johnson

To Area Division Staff

September 8, 2009

Lists all team

members

Gives date

Identifies

audience

Captures

“so what?”

Effective Title Slide

6-30

Using Color and Animation to Convey a Message

Global,

multi-

industry

trends

Force #1

Force #2

Industry-

specific supply

and demand

Petroleum

industry

player

actions

Force #3 Industry profit splits

Ind 50%

Majors 40%

75%

15%

1990 2006

Three Forces Driving the Industry Profits

6-31

Supply and Demand Promote

Advanced Infrastructure

• Encourage private

investment

• Make infrastructure

commitments

• Promote the use

of services

• Fund effort to

promote services

Promote

advanced

infrastructure

Using Animation to Emphasize a Message

6-32

Supply Demand

Hiring of Assistants Not Keeping Up with Growth in Executive Ranks

25 35

45 58

Executives

2006 2007 2008 2009

8

14

Assistants

10

12

3:1 to 4:1

Another Example of the Use of Animation to Emphasize a Message

6-33

Performance History

2000s 1990s 1980s

• Established 15% market share

• Adjusted

royalties to equal net profits

• Market share increased to 25%

• Split profits

• Paid bonuses

• Market share decreased to 10%

• Spun off peripheral assets

Use of Animation to Build a Message

6-34

Revenue

Profit Before Tax

Profit After Tax

Just Because You Can, Doesn't Mean You Should*

$0

$5,000

$10,000

$15,000

$20,000

$25,000

$30,000

1 2 3 4 5

*Graph provided by an MBA student as a bad example. He supplied title as well.

No!

No!

No!

6-35

EXAMPLE!

This slide demonstrates what not to do: The background is different from all the other slides and is

light instead of dark with a border in a different color.

The title is useless: Example of what?

The spinning logo is distracting, to say the least, and adds nothing to the message of the slide.

The font is too small and is a Serif font.

The text is too dense, requiring too much reading for the audience.

Finally, a little clip-art, animation, and sound added in for no apparent reason, and you have a really bad chart.

36

<Oops, a widow word, too

6-36

How to Present PPT Slides

Check equipment and room in advance

Introduce each slide before you show it

Walk your audience through more difficult slides

Avoid blocking the audience’s view

Stop talking when you move to advance a slide

Look at your audience, not back at the screen or

down at your laptop

6-37

Final Pointers on Using PPT

Use PPT to reinforce your message

Create each slide carefully with

“So what?” chart titles,

One central message,

Few words, and

Simple, attractive graphics

Make PowerPoint work for you, not against you

Remember, you should be the focus of the presentation, not PowerPoint

6-38

Discussion Summary

Graphics should follow design best practices

Chart titles should capture the “so what” and all

words in text charts convey meaning

The type of graph should be selected that best

conveys the message

Data charts should be easy to read and

consistent with the presentation format

PowerPoint’s capabilities should be used to

support presenters and their messages

6-39

Documents

Graphics and PowerPoint with a Leadership Edgeonline.columbiasouthern.edu/CSU.../12D/UnitIV_Chapter6Presentation.pdf · Examples of Poor Font Design 6- 8 Black on white background