Monthly Archives: May 2013

Persuasive Presenting: Death To Red Herrings

Presentation design: Avoid ClichésI once sat in court for a Big Oil client and watched with a mix of bemusement and horror as the plaintiff’s attorney put up an illustration of an anthropomorphized fat cat in a suit struggling to hold shut the door of a closet bursting with skeletons.

We can all see what my confused adversaries were going for: Big Oil is a bunch of fat cats with skeleton-filled closets. Don’t trust them!

A fair argument when it comes to Big Business of all sorts, but the miscalculation is this: Clichés are so overused that they bore our brains. This, likely expensive, piece of design was a throw-away for the jury.

Well-used metaphors can engage the brain and create powerful associations. Researchers in 2006 found that our brains are stimulated by original and intriguing metaphors that use sensory-charged words like “coffee,” “lavender,” and “perfume.” In fact, these words light up the primary olfactory cortex of the brain – the cortex in charge of processing smell.

However, when metaphors age and, finally, mature into clichés the effect diminishes. Phrases often heard in courtrooms like “a lot of moving parts,” “throw the baby out with the bathwater,” and “pulling wool over our eyes” become commonplace, meaningless language. In short, our brains read these phrases literally and the metaphor completely loses it’s ability to inspire thought or feeling.

I was once witness to slide where certain events on a timeline animated into “red herrings.” The trial team was enamored with the cleverness of the slide, but I watched as the jury sat, passive and bored, as the fish appeared. It simply did nothing for them.

If the jury remembered this graphic at all during deliberations, I’m fairly sure it was referred to as that “strange fish timeline.” A better strategy would have been to simply turn the offending events red and notate that the importance of these events was falsely exaggerated by opposing counsel. Then remove them completely and discuss what the situation looks like without them. Now a powerful point has been made, rather than just labeling events red herrings and expecting that tired phrase to do the work for you.

When it comes to incorporating graphics into your presentation, leave the clichés out and focus your resources on the concrete facts of your case. The more original your use of metaphor, the more it will resonate with your audience – inspiring thought and associations with the arguments you’re presenting.

Further reading:
Another Red Herring Story and Nine Other Don’ts from the Persuasive Litigator

Slide Design: Learn From Print Ads

When it comes right down to it, the success of any presentation comes down to a sell. Maybe you’re selling a product, or a brand, or maybe an argument. Why not, then, steal some hints from those that make a living making sure products get sold: advertisers.

Great ads rely on attention-grabbing images, brand cues and limited copy. Consider these gorgeous ads from Bold Detergent:

Slide Design Example

Bold has created images so powerful and clear that no words are needed. They simply include a brand cue to drive home the point: Bold Detergent dissolves your messiest stains.

Visual images lessen processing burden and are more attention-getting and memorable than words. Is it any wonder, then, with all the cognitive benefits, the best print ads are those high on visual impact and low on copy?

Here’s another example:

Slide Design Example

Attention grabbing, memorable and clear. With only 7 words!

Slides are no different than print ads: they aim to sell. Thus, slide design should abide by the same principles.

1. Use powerful images. The more visual your slides, the more engaged your audience will be. Depending on your purpose, it may be appropriate to work in humor. And put away the clip art: The more professional your images, the more credibility you will garner.

2. Limit the copy. Ever hear the internet expression “TL;DR”? It’s shorthand for “too long; didn’t read” and you can bet that anything more than a few necessary words will get the same treatment during your presentation.

3. Use brand cues. Does the template you’re using reflect the brand identity you represent? Are you incorporating fonts, logos and other distinctive assets to remind your audience just who is behind the moving and visually engaging show they are experiencing? You should be.

By creating slides that have the impact of great ads, you are creating mental images in the minds of the audience. Associate your brand and your sell will stay with your audience long after you’ve left the podium.

Further Reading/Happy Clicking:
BuzzFeed’s 12 Best Print Ads of 2012
AdWeek’s Best Print Ads of 2011-2012