Better Beginnings: How to Capture Your Audience in 30 Seconds Carmen Taran Rexi Media

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1 101 Better Beginnings: How to Capture Your Audience in 30 Seconds Carmen Taran Rexi Media January 28 & 29, 2010 Produced by Building Effective Interactivity into Your e-learning

2 Better Beginnings How to capture your audience in 30 seconds Carmen Taran Rexi Media Technique Anticipation Incongruity Uncertainty Complexity Description Attention increases when there is an exciting anticipation about an event or task. Words such as "new," "now," "at last," and phrases such as "looking forward to" or "can t wait to" create curiosity and eagerness. Incongruity a conflict between what participants expect to see/hear and what occurs, increases sensory stimulation, and therefore attention, by propelling curiosity (e.g., presenting disturbing information such as the number of US workers who use drugs on the job). Providing participants with the opportunity to ask "how come?" is a strong technique to ensure that they are paying attention. Uncertainty draws attention when any number of alternative events can occur, their sequence is unknown, and each event can happen with equal probability. Complexity generates interest because, unlike simplicity, where the parts predict the whole, in complex patterns, the parts are unpredictable. You can sustain attention with complex issues until the mind is able to detect predictable ideas. You can order the book from Amazon or the Rexi Media Web site:

3 REXI Media Focused. Message Design Think in Pictures

4 Generics. Select a theme (e.g., business, communication, futuristic, playful, sports, architecture, philosophy, electronics, finance, etc.). Define your message. The theme and the message dictate the selection of visuals and special effects in your presentation. Photographs, illustrations, and cartoons enable you to specify a formal/informal, realistic/imaginary, serious/humorous setting; they also allow the viewer to relate to persons or situations. Start with a focal point on your interface and design to draw attention there first. Avoid overwhelming viewers with too much text or too many visuals. Design your presentations so images apply effectively to all employees (e.g., include images of both men and women; include images of people from different ethnic backgrounds).

5 Graphics. Decide whether to use photographs, illustrations, or cartoons before creating the presentation. Use graphics to visualize concepts, processes, numerical data, and abstract concepts. Reminders. Use pictures to: Show an example Enhance understanding Represent ideas or words Only use images if they are: appropriate with the content help enhance understanding smooth not ragged, sharp not blurry, and readable Decide on a graphic style (e.g., photgraph or cartoon) and do not switch to another style even if you can t find an appropriate image. Use images that face or point towards content. Make sure that all elements (text or graphics) are aligned with something else on the page or screen.

6 Type. Select font types and sizes that best communicate your main message (e.g., elegant type generates a feeling of sophistication, cursive type generates a light-hearted emotion). Place the type in a location where it improves the effectiveness of the overall design structure. Reminders. Use script fonts only for signatures or formal invitations/certificates. Avoid using large caps for large bodies of text. Use effective type in headlines to catch viewers attention. Use a classic font if the communication materials are likely to stay current for a long period of time. Use sans serif fonts (e.g., Arial, Verdana) for online content display. Set a font type and size for your titles, subtitles, and body text, and stick with it.

7 Lines and Shapes. Use lines and shapes to: Organize, connect, separate Create movement Convey a mood or emotion Provide emphasis Sustain interest Use different types of lines (thin/thick, sharp/fuzzy, straight/curvy) to convey various messages. Remove lines that detract from your main theme. Use lines to guide the eye around the designs.

8 Visual Principles. Use colors to: Set an appropriate mood Alert or emphasize Create associations or relationships between elements on a screen Reminders. Use a new color for a significant reason, not just to be decorative or because you re bored. Strong vertical alignment is professional looking and helps lead the viewer s eyes down the page. Organize elements on the screen so that nothing is placed arbitrarily. Continuation creates alignments and relationships. Decide on 3-4 colors and use them consistently through your project. Ensure that all elements are aligned, even if they are far away from each other. Place related objects near each other to create a visual relationship (proximity principle). Use linear elements generate eye movements that continue beyond the end of the line. Use repetition to form a relationship or correspondence. These repeating visual properties can include: color l shape size l weight spacing l style Repeat image styles, effects, text styles, and placement of graphics and text to make a presentation more professional.

9 Use of PPT. Use PPT as a support tool in live presenations. Ensure that each slide attracts attention but needs the presenter to be understood. Build variety in your presentation (e.g., site demos, props, audience engagement) and do not use slides for everything. Reminders. If a live presenter is not needed, publish the PPT as a standalone file and narrate the content. If slides are projected, use font size larger than 24 px. Avoid using PPT for extensive documentation. Use custom animation to display elements sequentially on a slide and sustain audience interest. Challenge of the month: consider creating your slides after you created the speech for your presentation. Avoid focusing on presenting the slides alone. Invite audience participation. People learn from doing, touching, and moving around.