How to Make Better Presentations

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  • Before&After

    Continued

    XiBAmagazine.com U

    Picture your presentation 0668

    Continued

    Photographs give your audience an emotional connection to your words.

    Four more shops

    Picture your

    presentation

  • Before&After

    2 of 13

    XiBAmagazine.com U

    Picture your presentation 0668

    Picture your presentationBetter than charts and bullet points, photographs will give your audience an emotional connection to your words. Heres how.

    We love data! Fifty-two base hits, 23 aban doned children, Class 3 hurricane. We track data, we analyze it, we graph itand we cheerfully pre-

    sent it to snoozing audiences every-where. Whats funny is that data alone has no value. Only in the context of real life does it have meaning. And real life is conveyed best not with data but with story.

    So put away your text and graphs. To tell a story, you need the help of photos. Photos communicate on many channels.

    They wordlessly draw the audience into your world, make emotional connections, and prepare your listeners for what you have to say. Lets see how.

    Its easy to find generically happy images, but the unseen sad-ness that everyone bears will rattle your audiences soul. When pitching a program like the proposed shelter above, think first not in terms of dollars or social units or other statistical data but about who youre helping and why, then find an image to express it.

    The Sanctus Shelter

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    3 of 13 Picture your presentation 0668

    You are the show The first thing to understand is that you are the show; your audience has come to hear you, not read slides. Use a slide to fill your listeners minds with an image, then fill in the details orally. Its fun!

    Use a metaphorical image Many topicsfederal insurance regulations, saydont have literal imagery that can be photographed. In these cases, you might try using visual metaphors. Think of your talk as having chapters, and use an image to introduce each one. The image provides a visual hook for the audience, who will relate everything you say back to it. Avoid corny images. Keep text to a bare minimum, and use natural sentences.

    After

    Trax, Inc. acquisition by Thompson Group

    Trax at a glance: $2.3 million annual revenue Operations in three countries 40 non-redundant clients Mature corporate structure

    THOMPSON GROUP, INC

    By Carla Martin, Slide 10

    We acquire Trax in 2008

    Before

    Too much stuff (Above) This slide is basically your notes and visually useless. The information is fine, but it should come from you (right), where it can be accompanied by your personality, body language and nuance. The correct use of a slide is to make a visual state-ment that words alone cant.

    Were off to a pretty hot start this year. We acquired

    Trax in January for $6.4 million, and it immediately improved both companies.

    The creative staffs . . .

  • Before&After Picture your presentation 4 of 13 XiBAmagazine.com U

    4 of 13 Picture your presentation 0668

    One thought at a time Make one point per slide, even if you have room for more. This gives the viewer room to think and own what youre saying, key to good communication.

    Before After

    Planes, trains, buses, taxis, 589,000; 377,800; 320,900; 218,600quick! got all that? Its useful information, but who will be moved by it, much less remember it? Put the data on four slides, one topic per slide, each accompanied by a descriptive, full-screen photo. This gives your viewer room to think and own what youre saying.

    589,000PASSENGERS PER WEEK

    Traffic Management Systems

    Transportation Passengers per week

    Airplanes 589,000

    Trains 377,800

    Buses 320,900

    Taxis 218,600

    377,800PASSENGERS PER WEEK

    218,600PASSENGERS PER WEEK

  • Before&After Picture your presentation 5 of 13 XiBAmagazine.com U

    5 of 13 Picture your presentation 0668

    Use surprise Our minds naturally categorize experiences into manageable, been-there, seen-that compartments, after which we virtually stop seeing. (Oh, thats an apple.) Surprise gets past those categories and re-engages the viewer.

    Before After

    Not engaging The companies may be different, but this slide is only a fancy list of notes. Visual effects cannot substitute for creativity; the multicolor rectangles and shadowed type add only busy-ness, not communication value. Time to start thinking about that nap.

    Engaging Orange inside the apple is surprising and familiar at the same time. The simple questionnot a statementgets the audience thinking and ready for what youll say next. Familiarity is important; merely weird or off the wall doesnt work. Surprise is in giving the familiar an unexpected twist.

    What makes you different?Meaningful Difference The strongest, most well-positioned brands have a distinct Meaningful Difference that is clearly communicated to the consumer in many different ways:

    - Maytag: Dependability- Michelin: Safety - Disney: Wholesome family entertainment- Nordstroms: Better shopping experience- Jack Daniels: Badge of American masculinity

  • Before&After Picture your presentation 6 of 13 XiBAmagazine.com U

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    Be funny Everyone likes to laugh. Few techniques are more effectiveor more enjoyable than good humor, which can make your point faster than a mountain of data.

    Before After

    Prepare for the unexpected.

    June Inventory

    Jan Feb Mar Apr May Jun

    JUNE INVENTORY

    -150

    -98

    -150-173

    -180

    -270

    A good slide Although it has no photo, this is a good slide because the chart is simple and clearly shows a trend. But oy vey! Its been a terrible year! It started bad and got worse, and, well, its now so bad that the only thing to do is laugh . . .

    Made better . . . which is what a carefully selected image will have your audience doing. Theyll remember this picture long after theyve forgotten your charts, and because its funny, youll have their sympathy if not their help in solving your problems.

  • Before&After Picture your presentation 7 of 13 XiBAmagazine.com U

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    Find beauty Beauty can convey our deepest aspirations. All by itself, a beautiful image can lift the audience out of the daily humdrum and into worlds rich with wonder, inspiration, possibilities. No matter what your topic, look for ways to use beauty.

    Before After

    288 species BAMBOO GARDeN ANJi, cHiNA

    Trying too hard Its an artistic image on an asymmetric, two-tone background, but it would make a better page layout than a slide. Before doing all this work, remember: story, not data. Rather than talk about your topic, find a way to show it.

    Beautiful The photo alone conveys a world of sensory infor-mation, and its easier to design, too! The lush image immerses your audience in the presence and feel of the forest (So this is bamboo!). A single line of beautiful type labels simply.

    Anji is Chinas Largest Bamboo Growing Garden

    The number of bamboo species in Anji Bamboo Growing Garden has reached 288, signifying that Anji has become Chinas largest bamboo growing garden in terms of the growing area and the number of bamboo species.

    (www.cnzj.org.cn)

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    Dramatize Drama is theater. Its an image intended to create an effectexciting, unexpected, impressive. To dramatize is to projectmake the motions grander, the contrasts sharper, the differences greater.

    Before After

    PAGE 104/16/08

    Seven Presentation EssentialsBy Mark Donaldson

    Essential #3:

    Know your goal t h r e eKnow your goal

    Gratuitous graphics The problem with a stock template should be obvious here. The globe and sky gradient may look niceby themselvesbut on your slide theyre like stagehands who wandered in front of the cameras; they distract everyones attention. Lost in the graphics, your point is barely visible.

    Dramatize Put the know-your-goal point center stage. Impos-sible with a template but easy with a photograph, note whats here: high vantage point, dark darks, light lights, every line pulling the same directioncamera angle, shadow, lighting. This is theater a little bigger than life, slightly unrealistic, effective. Try it!

  • Before&After XiBAmagazine.com U

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    Picture your presentation 9 of 13

    Show faces More can be read in a human face than in a thousand books. It is the most familiar of all images and central to all powerful stories. There is simply no substitute. Look for faces that convey emotionjoy, sorrow, tension, suspense and so on.

    Before After

    Just the facts. Its a cute cartoon, and the datas there, but the graphics add nothing to the statement; youd be better just telling your audience how many dogs were adopted. Conflicting graphical stylesdark, sophisticated gradient vs. bright, goofy cartoonweaken it further.

    Faces tell a story. Theres less actual data hereSPCA is not mentionedbut much more story; everyone in the audience will relate to this image! Instead of merely duplicating your words, this slide strengthens your talk with its emotional content; the audience will now feel what youre saying.

    spca pet adoption program

    1,220 dogs adopted in 2007.

    1,220 contented customers.

  • Before&After XiBAmagazine.com U

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    Picture your presentation 10 of 13

    Search using iStockphotos CopySpaceHow does one find good photos? The artistic part is up to you, but iStockphotos Search with CopySpace function can help with composition. Enter a keyword, specify what part of the photo you want left blank for words, and click . . .

    Green is blank In iStockphoto (youll need an account; its free), call up Advanced Search, then in Search with Copy-Space click grid squares to specify areas of the photo to remain blank; clicked squares turn green. Enter a keyword (near upper left in the window)try faceand watch what happens (right). Its cool.

    Advanced SearchNeed help?

    Search with CopySpace

    Sensitivity

    Clear

  • Before&After XiBAmagazine.com U

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    Picture your presentation 11 of 13

    Four more shops The Sanctus Shelter

    Typefaces

    1 Franklin Gothic No. 2 Roman

    2 Trajan Pro Regular

    3 (ab) Trade Gothic Light

    4 Trade Gothic Condensed No. 18

    5 ITC Franklin Gothic Medium

    Images

    6 (aj) iStockphoto.com | a b c d e f g h i j

    Article resources

    Colors

    C0 M0 Y0 K100

    C0 M0 Y0 K80

    72

    6b

    3b

    6f

    6i

    4

    6d

    6g

    6j

    1

    6a

    7

    7

    7

    8

    We acquire Trax in 2008

    589,000PASSENGERS PER WEEK

    What makes you different?

    6c

    3a

    8

    5

    6e 6h

  • Before&After XiBAmagazine.com U

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    Picture your presentation 12 of 13

    288 species BAMBOO GARDeN ANJi, cHiNA

    1,220 contented customers.

    Typefaces

    1 Myriad Pro Semibold

    2 Trajan Pro Bold

    3 Futura Extra Bold

    4 Minion Bold

    5 Myriad Pro Bold

    Images

    6 (am) iStockphoto.com | a b c d e f g h i j k l m

    Article resources

    Colors

    C0 M15 Y100 K07

    7

    6d

    5

    6b

    2

    6h 6i 6j

    6k 6l 6m

    6e 6f 6g

    June Inventory

    t h r e e

    Know your goal

    1

    4

    3

    6a

    6c

  • Before&After

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    Before & After magazine Before & After has been sharing its practical approach to graphic design since 1990. Because our modern world has made designers of us all (ready or not), Before & After is dedicated to making graphic design understand-able, useful and even fun for everyone.

    John McWade Publisher and creative directorGaye McWade Associate publisherDexter Mark Abellera Staff designer Before & After magazine323 Lincoln Street, Roseville, CA 95678 Telephone 916-784-3880 Fax 916-784-3995E-mail [email protected] www http://www.bamagazine.com

    Copyright 2008 Before & After magazine ISSN 1049-0035. All rights reserved

    You may pass along a free copy of this article to others by clicking here. You may not alter this article, and you may not charge for it. You may quote brief sections for review; please credit Before & After magazine, and let us know. To link Before & After magazine to your Web site, use this URL: http://www.bamagazine.com. For all other permissions, please contact us.

    Subscribe to Before & After

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    Its easy to find generically happy images, but the unseen sad-

    ness that everyone bears will rattle your audiences soul. W

    hen pitching a program

    like the proposed shelter above, think first not in term

    s of dollars or social units or other statistical data but about w

    ho youre helping and why, then find an im

    age to express it.

    Th

    e San

    ctu

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  • Be

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    hat youre saying.

    589,000PASSENGERS PER W

    EEK

    Traffic Managem

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    s

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    Trains 377,800

    Buses

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    377,800PASSENGERS PER W

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    218,600PASSENGERS PER W

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    Use

    a m

    eta

    ph

    orica

    l ima

    ge

    Many topics

    federal insurance regulations, say

    dont have literal imagery that can be photographed. In these cases,

    you might try using visual m

    etaphors. Think of your talk as having chapters, and use an im

    age to introduce each one. The image provides a visual hook

    for the audience, who w

    ill relate everything you say back to it. Avoid corny

    images. Keep text to a bare m

    inimum

    , and use natural sentences.

    Afte

    r

    Trax, Inc. acquisition by T

    hompson G

    roupTrax at a glance: $2.3 m

    illion annual revenue O

    perations in three countries 40 non-redundant clients M

    ature corporate structure

    THOMPSON GROUP, INC

    By C

    arla Martin, Slide 10

    We acquire Trax in 2008

    Be

    fore

    Were off to a pretty hot

    start this year. We acquired

    Trax in January for $6.4 m

    illion, and it imm

    ediately im

    proved both companies.

    The creative staffs . . .

    Too

    mu

    ch stu

    ff (A

    bove) This slide is basically your notes and visually useless. The inform

    ation is fine, but it should com

    e from you (right), w

    here it can be accom

    panied by your personality, body language and nuance. The correct use of a slide is to m

    ake a visual state-m

    ent that words alone cant.

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    Be

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    No

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    panies may be different, but this slide

    is only a fancy list of notes. Visual effects cannot substitute for

    creativity; the multicolor rectangles and shadow

    ed type add only busy-ness, not com

    munication value. Tim

    e to start thinking about that nap.

    En

    ga

    gin

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    range inside the apple is surprising and familiar at

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    not a statement

    gets the audience thinking and ready for w

    hat youll say next. Familiarity

    is important; m

    erely weird or off the w

    all doesnt work. Surprise

    is in giving the familiar an unexpected tw

    ist.

    What m

    akes you different?M

    eaningful Difference

    The strongest, most w

    ell-positioned brands have a distinct M

    eaningful Difference

    that is clearly comm

    unicated to the consumer

    in many different w

    ays:

    - Maytag:

    Dependability

    - Michelin:

    Safety - D

    isney: W

    holesome fam

    ily entertainment

    - Nordstrom

    s: B

    etter shopping experience- Jack D

    aniels: B

    adge of Am

    erican masculinity

    Be

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    ne likes to

    laugh

    . Few tech

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    joyable

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    hu

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    a mo

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    Be

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    rPrepare for the unexpected.

    June Inventory

    JanFeb

    Mar

    Apr

    May

    Jun

    JUN

    E IN

    VE

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    Y

    -150

    -98

    -150-173

    -180

    -270

    A g

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    d slid

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    ple and clearly shows a trend. B

    ut oy vey! Its been a terrible year! It started bad and got w

    orse, and, w

    ell, its now so bad that the only thing to do is laugh . . .

    Ma

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    be

    tter . . . w

    hich is what a carefully selected im

    age will

    have your audience doing. Theyll remem

    ber this picture long after theyve forgotten your charts, and because its funny, youll have their sym

    pathy if not their help in solving your problems.

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    A

    Trying

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    ha

    rd Its an artistic im

    age on an asymm

    etric, two-

    tone background, but it would m

    ake a better page layout than a slide. B

    efore doing all this work, rem

    ember: story, not data.

    Rather than talk about your topic, find a w

    ay to show it.

    Be

    au

    tiful The photo alone conveys a w

    orld of sensory informa-

    tion, and its easier to design, too! The lush image im

    merses

    your audience in the presence and feel of the forest (So this is bam

    boo!). A single line of beautiful type labels sim

    ply.

    Anji is C

    hinas Largest

    Bam

    boo Grow

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    Dram

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    Dram

    a is theater. Its an

    image in

    tend

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    nexp

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    ramatize is to

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    ntrasts

    sharp

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    ifferences greater.

    Be

    fore

    Afte

    r

    PAGE 1

    04/16/08 Seven Presentation EssentialsBy M

    ark Donaldson

    Essential #3:

    Know your goalthree

    Kn

    ow your goal

    Gra

    tuito

    us g

    rap

    hics

    The problem w

    ith a stock template

    should be obvious here. The globe and sky gradient may look

    niceby them

    selvesbut on your slide theyre like stagehands

    who w

    andered in front of the cameras; they distract everyones

    attention. Lost in the graphics, your point is barely visible.

    Dra

    ma

    tize Put the know

    -your-goal point center stage. Impos-

    sible with a tem

    plate but easy with a photograph, note w

    hats here: high vantage point, dark darks, light lights, every line pulling the sam

    e directioncam

    era angle, shadow, lighting. This is theater

    a little bigger than life, slightly unrealistic, effective. Try it!

  • Be

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    Sh

    ow

    faces

    Mo

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    e read in

    a hu

    man

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    in a th

    ou

    sand

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    oks. It is th

    e mo

    st familiar

    of all im

    ages and

    central to

    all pow

    erful sto

    ries. Th

    ere is simp

    ly no

    sub

    stitute. Lo

    ok

    for faces th

    at con

    vey emo

    tion

    joy, so

    rrow, ten

    sion

    , susp

    ense an

    d so

    on

    .

    Be

    fore

    Afte

    r

    Just th

    e fa

    cts. Its a cute cartoon, and the datas there, but the graphics add nothing to the statem

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