Designing Better. Presentations. by Tom Weinkle Vortex Communications

Transcription

1 Designing Better Presentations by Tom Weinkle Vortex Communications

2 Table of Contents Introduction 4 1 Software is just a tool 5 2 Keep it simple. Keep it brief. 6 3 Tone and Style 8 4 Structure and Elements 9 5 Templates Too good to be true? 10 6 Design 11 Next steps 19 2

3 About the Author Since 1986, Tom Weinkle, founder and partner of Vortex Communications, has been assisting organizations across the U.S. with design and marketing communications. Along with a myriad of print and online communications projects, Vortex has designed and built hundreds of presentations for clients in industrial, technical, commercial, financial and non-profit sectors. This publication is part of an on-going effort to educate the public on the value and importance of integrating design thinking into marketing communications. Tom is a graduate of Carnegie-Mellon University, with a B.A. in Industrial Design. He has lectured on creativity, design and effective messaging and hones his own creative and technical skills through workshops and continuing education programs. 3

4 Introduction There are probably occasions when you are asked to prepare a presentation for your organization. The purpose may be sales, educational, brand or community-related. When you have the time to get a design professional involved, their expertise can enhance your efforts. A competent designer can help get your ideas across more effectively by knowing how to best present the information. The reality for many people is that they don t have the time or budget to get a designer involved, and you have to do it yourself. This design guide assumes you have a basic knowledge of popular desktop presentation tools such as Powerpoint and Keynote or cloud-based solutions such as Prezi. The following information is meant to help you get the most out of your presentation efforts without having to be a design expert. The guide contains basic information on making better decisions about Aimed at entrepreneur, visionary with limited hands-on what to say computer and how to present skills it. 4

5 1 Software is just a tool. You provide the ideas. At the most basic level, presentation software is a tool to help you make an outline. Unfortunately, many people who use these tools forget that fact, and add way too much content to be considered an outline. Focus on using presentation tools as a way to outline your ideas because simple concepts and summaries is how we best communicate with others. When you organize your ideas in terms of outlining, move from general to specific. This method pulls viewers in and enhances retention of your messages. Moving from general to specific, is the basis of storytelling. If you think about the basic structure of your favorite stories, you ll see that they move you from general to specific, whatever the context. As it relates to presentations, telling a story is a effective method of leading people through an idea. To be effective with presentations, think about your message as a story, and create a series of visual and textual signs for people to follow. 5

6 2 Keep it simple. Keep it brief. The problem with most presentations is the inclusion of too much content. Too much information overwhelms the viewer. The most memorable and interesting ideas are often the simplest. And when your audience relates, they are engaged and attentive. design + inbound marketing If you have more to share with your audience than will fit well in your presentation, consider using a leave-behind in print or digital form to support your presentation. design + inbound marketing 6

7 The following rules about content length will help you create a more effective presentation: Headlines Fit it all on one line Key points Unless you are an expert, do not exceed a maximum of 5-6 items per slide. Each item should be no more than two lines (not sentences). Remember that the content on each slide should be an outline as part of your story. Use content as a guide, not a projection of your script. Use images to replace text when possible If a single picture can tell as story then replace text using the picture. Always summarize long paragraphs to a key point unless you are sharing a quote or excerpt. Title or Slide Headline here Title or Slide Headline here Use this space to state your first point - Idea 1 related point Use this space to state your second point Use this space to state your third point Use this space to state your fourth point Use this space to state your fifth point Use this space to state your first point - Idea 1 related point Use this space to state your second point Use this space to state your third point Use this space to state your fourth point Use this space to state your fifth point Use this space to state your first point - Idea 1 related point Use this space to state your second point Use this space to state your third point Use this space to state your fourth point Use this space to state your fifth point 7

8 3 Tone and Style Before building your presentation, make sure you have the content well-organized. When you have the text created and your visuals sourced, producing the presentation is a much simpler process. Develop your ideas in words and a style your audience can relate to. For example, if you are speaking to surgeons about a medical device; it s shape and weight, put the information in the context of procedural use, outcome for the patient, or compatibility with another device they currently use. One size does not fit all When you have your ideas developed in a style that suits one audience, don t assume that related audiences will interpret your ideas the same way. Using the example of medical devices above, if you were presenting the same information to a group of hospital purchasing agents, you would want to put your message in the context of inventory, skus, reuse, cost savings, and efficiency. Using a visual metaphor to create interest Visual metaphors can be useful in providing a thread to hold your content together. Perhaps your presentation content can be broken down into parts of a puzzle and your theme is about putting it all together. Metaphors are most effective when used to simplify complex ideas, and not simply to make your presentation memorable. 8

9 4 Presentation Structure and Elements At this point, you understand the importance of storytelling, considering your audience and keeping your content brief. Your presentation still has to function within a framework that reflects the occasion and venue. Consider including these components: 1. Welcome If you are going to be introduced by someone else, you can leave this element out. If not, it is helpful for people to know who you are and a why your experience is important to the content you are presenting. You can also use the opportunity to thank a sponsor or individuals responsible for making the presentation possible. 2. Title - The subject and point of your presentation. 3. Introduction - Why your information is important to your audience. 4. Agenda Similar to a table of contents. 5. Slide content The minimum amount of information you need to get your ideas across. Typically, you will break your message up into a series of concepts that relate to one another and lead your audience. Use the idea of breadcrumbs to organize your ideas. 6. Divider Slides Used as punctuation to an idea. They can create emphasis for an upcoming slide or section, or review information on a set of previous slides. 7. Conclusion It s a good idea to end your presentation with a conclusion. The conclusion can be used remind your viewers of the main idea, or function as a call to action. 8. Acknowledgements If you need to thank a sponsor, or contributors and attendees, this is the place to do it. 9. Mandatories Sometimes, you ll need to provide contact information or disclaimers, or suggested next steps. 9

10 5 Templates Too good to be true? Before getting into design guidelines, It s important to address the use of pre-designed templates. Most presentation software comes with readymade templates. Consider the fact that numbers of business people are probably using the same template. You may end up lost in the crowd. Another issue with templates is that they look great because they are designed without real text and images. Once you put your own content in, the template rarely looks as good as the stock version. The main reason you want to build a custom look for your presentation is that you ll stand out. 10

11 6 Design Tips Ground Rules Set aside time to do it right. Take time to design a background theme and select fonts and colors. Extra time up front will make a big difference in how your presentation is received. Avoid overusing slide effects and animation. With the power of presentation tools advancing so rapidly, presenters often get seduced by the range of backgrounds, fonts and motion picture-type effects they can add to their presentations. The choices and effects may seem empowering, but more often than not, they can cause confusion, unnecessary delays, and will be frustrating to fine-tune. Simple is best. Focus on telling your story and simplifying understanding, and then judiciously add effects and animation at the very last stage. 11

12 Layout Basics Slide backgrounds: Stick with a simple color background or image that ties in with your product or brand. If you want to use a photo, make sure there is a large enough clear space in the image that is free of elements that will interfere with reading. White space and margins: If you follow the suggestion about keeping your content brief, you ll be able to make good use of white space. With the exception of divider or title slides, it s generally a good idea to use the same background on all slides. If you must vary backgrounds, try to limit your changes to a new section of content where the viewer might expect to see a change. Arbitrary changes to colors or imagery in the background can be distracting and confusing. Title or Slide Headline here Use this space to state your first point Be sure to include a comfortable margin around all sides of your slide content. It makes for easy reading, and a less crowded look. Use this space to state your second point Use this space to state your third point 12

13 Color Palette Most presentation software comes with a color picker, or palettes based on standard presentation themes. Headers - Pick a single color that stands out against the background, and relates to your brand or organization. Chart and graphics colors - Pick 3-4 colors that work well together, and relate to your brand. One of these colors should be darker than the rest so it can be used to call attention to selected elements in graphics. Text color - Pick a single color that is secondary and complement the header color, but easily readable. Share big ideas with few words you re a long way from home. 13

14 Accent color Adding an accent color for text can add emphasis without the use of an underline, italic or bold styles. USE ACCENT COLORS Border colors Pick a border color that is the same or close to the header color or text color. FIELD FIELD FIELD FIELD FIELD FIELD FIELD FIELD FIELD FIELD FIELD FIELD Accent colors can be used to highlight important data in charts and tables Big pointers or arrows are not always needed Be consistent with spacing between elements Text should read easily Use 3-4 colors that relate - A primary color should stand out from the others and be used to signify importance The primary color should relate to your brand Use a single accent color sparingly to direct attention background images can be used as visual metaphors for concepts you speak about big visual slides should be used judiciously. 14

15 Text Alignment and Positioning Align your text left unless your presentation requires something else. The will keep your slide material looking orderly and clean. The content on header, divider and title slides can be centered or aligned differently if it suits the background imagery. Try to be consistent with your decisions. Bullets Using bullets and indenting will help you and your viewer categorize the information. Limit your indents to one level, and have no more than 1 or 2 lines per indent. Try to position text boxes and headers in the same x and y coordinates from slide to slide. Title or Slide Headline here Title or Slide Headline here Use this space to state your first point Use this space to state your second point Use this space to state your third point Use this space to state your first point - Idea 1 related point Use this space to state your second point Use this space to state your third point Use this space to state your fourth point Use this space to state your fifth point 15

16 Placing text on divider slides in relation to the image composition will create drama and interest. Position text and images in a logical order. If the picture should be seen before the text, then arrange and size these elements accordingly. you can add drama by creatively placing text on divider slides Title or Slide Headline here IT S A MAXIMUM SECURITY COATING You can feature a visual and maintain layout nothing gets in. NOThing gets out. 16

17 Images and Shapes a. Most presentation software displays imagery at 72 dpi. It is wise to keep the pixel size of your images to under 150 dpi. Using high resolution imagery creates larger files that can slow your presentation, and increase the overall file size dramatically. b. Make sure you have permission to use the imagery you have sourced. Unless otherwise specified, copying images from the internet without permission is generally considered illegal. c. Crop your images consistently and keep border treatments consistent in size and color. d. Imagine your slides have an invisible grid. Align the tops or sides of images, other images or text objects. Avoid crowding images and use consistent spacing between shapes and text objects. Don t arrange elements to simply fill space Resist the urge to haphazardly arrange elements so that they fill the slide. A clean, simple layout always holds the viewer s attention more than a busy-looking arrangement. A secondary benefit being consistent is faster slide building process. Take time to visually line up text and imagery. Use the built-in guides. BEFORE 17

18 e. Size your images so that your audience can see them easily from the farthest point in the room you will be giving the presentation. f. Drawing shapes - If you use the presentation software s selection of shapes, arrows and lines or other drawing, keep the color and size of those shapes secondary to the information they are meant to highlight. Align elements to create order and flow Take time to visually line up text and imagery Use the built in guides A simple way to align images is to use the software tool s guides and rulers. Even the position of captions is important Taking time to setup selected elements on a master slide (if available) ensures consistent placement of repeated images or shapes. AFTER 18

19 Picture and Text Effects Shadows Shadows are helpful in separating elements from the background, or making type readable on complex backgrounds. Outlining, Glows, etc. Sometimes making type readable on a dark or complex background can only be achieved by adding separation by placing it in a box or adding an outline or glow. Don t mix borders and effects Mixing effects and borders will detract from your presentation and steal attention from the visuals Special Efx Simple effects enhance but don t overdo it. Too MANY, or jarring effects will detract from your presentation 19

20 Fonts Use fonts that are standard to the software, or embed them in the presentation. This will help ensure your font appears as you intended. Use a font family that offers a regular, bold and italic style so you can highlight words or phrases in a way that complements your message. Serif vs. Sans Unless your brand or institution requires a particular serifed font, you should stick with easy-toread sans-serif type. Typeface selection is important! Using condensed fonts in presentations allows you to include more information, but can affect overall legibility. Always opt for better legibility and avoid overcrowding your slides with text and imagery Typeface selection is important Sans serif fonts are generally easier to read in presentation applications. Certain typefaces can convey a sense of warmth and friendliness. Serifed fonts can be used to convey a Sophisticated, yet Conservative Style. Whatever you choose, make sure it is easily readable. 20

21 Slide Transitions and Animation It s recommended that you stick with one transition effect between slides. Experts can have success mixing effects, but generally it is better to be consistent. Between slides, it s best to use something smooth such as a fade, dissolve or flip. Ask yourself if the effect is upstaging the information. If the answer is yes, then tone it down. Elaborate spinning, zoom and other effects typically detract from your message and overall effectiveness. On-Slide Animation If you want to control the pacing of information within a single slide, adding animation to bullets on click, or after previous and exit effects can be useful. Whatever you choose, use it consistently and in a way that enhances the storytelling. Using too many can bore your audience and slow your presentation down dramatically. Keep in mind if you are giving a presentation online with a tool such as Go-To-Meeting, animations can suffer greatly depending on the bandwidth. Run a test to make sure the animations work as intended on any platform. 21

22 Conclusion There is a lot to consider when developing a presentation. I hope you find this guide helpful in your efforts. If the designing and building of the presentation is too difficult, concentrate on the content portion and call on a design professional early on to develop a solution that complements the content. This guide will help you frame the discussion with a designer, and make the experience more rewarding. Vortex is an experienced team of design and communications professionals applying the fundamentals of craft and concept using the latest technologies online and in print. To learn more about how we can you assist with your presentation needs, contact us today. vortexmiami.com

23 Designing Better Presentations