The Value Of The Visual

Between the horrendous NSA slides and the disappointing prosecutorial closing presentation in the Trayvon Martin case, we’ve seen some pretty terrible slide design in the news lately. These recent examples might seem like the exception, but unfortunately, they indicate the underlying perception that presentations are not valuable workproduct. Visual communication is a huge opportunity in the business sphere. Even more than briefs and spreadsheets, great presentations can engagepersuade, and increase information retention.

The NSA’s PowerPoint presentation on the Prism Program was intended as an educational piece about electronic surveillance. Visual communication is a great approach to communicating data and complex ideas in an understandable way, but the NSA missed an opportunity when they neglected to prioritize the quality of their graphics. The template and graphics are so poorly designed that they come across as confused and convoluted.

NSA Prism Slide Original | Presentation Design

Below, we’ve simplified the template to focus on the main point: the diagram of telecommunication data exchange. To increase speed of comprehension, we’ve added visual cues and changed the configuration of the diagram to emphasize the US as the “backbone.”

NSA Slide | Prism Powerpoint | Redesigned

The slides from the Trayvon Martin trial were so poorly constructed that they received some harsh words in the press. This slide from the Prosecutor’s closing arguments looks slopped together.

Trayvon Martin Slide Design

It’s hard to imagine that any professional would feel comfortable with this slide, never mind a prosecutor with 20 years of experience. Some quick finesse adds credibility:

Trayvon Martin | Slide Design | Improved

In the age of life-like video games and multimillion dollar advertising budgets, great design is all around us and subpar design has never been so obvious. Poor quality visuals damage not only the credibility of the presenter and organization, but also that of the arguments. Failing to spend the necessary time and resources on visual communication is an insult to the audience.

From the classroom to the courtroom to the boardroom, presentations can be excellent tools for communicating complex ideas, arguments, and strategies in a way that is memorable and easy to understand. Investing in the design and development of visual communication is as important as ensuring quality in all areas of professional communication.

For more thoughts how to employ presentation design in business, pop over to our Expertise page.

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5 thoughts on “The Value Of The Visual

  1. Pingback: The Value Of The Visual | VisualSugar | Web Too...

  2. Mario Watson

    Now think about what happens when you use simple and engaging visuals. Instead of generating confusion or exhaustion, your slides create a positive connection with your audience. People might not remember exactly what you said, but they will remember a powerful image. They’ll recall the positive emotions that they experienced during your presentation, and they’ll start to associate your brand with clear, intelligent communication.

    Reply
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