Visual Persuasion
How to explain & engage with pictures
Ernie Svenson
1 hour
Schedule of Presentation
Why visuals
‣ Pictures are primary
‣ Pictures and graphics
help us understand and
remember...
Why visuals
‣ Pictures are primary
‣ Pictures and graphics
help us understand and
remember
‣ Pictures are “Brain
Rule” fri...
Basics & Ethics In practice
‣ Pictures are primary
‣ Pictures and graphics
help us understand and
remember
‣ Pictures are ...
– Guy Kawasaki
10-20-30 Rule
‣10 Slides or less
‣20 Minutes or less
‣30 pt Type or larger(this is 30 pt type)
Gettysburg Address
(what if Lincoln had used Powerpoint?)
US Military Powerpoint
Why visuals
‣ Pictures are primary for
humans
‣ Pictures and graphics
help us understand and
remember
‣ Pictures are “Brai...
Picturesare primary
Bison picture:Altamira Cave
25k years old
Altamira Cave (Cir. 25,000 B.C.)
Another bison picture from Altamira caves
DaVinci - working out human form dimensions
Leonardo da Vinci - 1500 A.D.
daVinci head drawing: working out dimensions
Leonardo da Vinci - 1500 A.D.
daVinci’s notebook: thinking in pictures
Leonardo da Vinci - 1500 A.D.
modern icons: we know the
fundamental
language is pictures
Modern iconography
This is because half our brain stores
information this way
Verbal / Visual
We learned to read
faster with pictures
Learned to read words with pictures
Brain Rules
Brain Rules book
2
Boring
We don’t pay attention to boring things. We
like emotional engagement: fear, sex, pattern
matching stimuli work b...
2
Repeat
Repetition helps us remember. Memories are
volatile, and to keep them we need to
reinforce them (or have them rei...
2
Visuals
Vision trumps all the other senses. Your
brain wants to see, and it likes to gather
information in the form of a...
3
Multi-sensory
The more senses you stimulate the faster
our audience understands and remembers.
Back of the Napkin book
Helps us relearn how to
“Think visually” even with stick
figures
Back of the Napkin
– Dan Roam
Napkin example of stick figures
Key Point: try to reactivate
your right side to help you
learn to communicate better
with v...
The Mind Map Book
– Tony Buzan
Picture: Firehose
drinking
Informationmanagement
Info Anxiety - another good book
to use to start activating your “right side”
Information Anxiety
– Richard Saul Wurman
Data > Information > Knowledge > Wisdom
First, you have to pay attention
Gorilla hidden in plain sight
(if it doesn’t get our attention
we don’t even have a chance to learn)
How could you miss th...
Why visuals
‣ Pictures are primary for
humans
‣ Pictures and graphics
help us understand and
remember
‣ Pictures are “Brai...
Design Rules
2 Books:
Universal Principles of Design
Graphics for Business
Clutter
Stimulating but not in a good way
Shuttle Challenger & Data Obfuscation
Challenger
Example of actual data Shuttle engineers looked at
NASA engineers notes re: O ring problems
‘O’ Ring Problems
Flight Date Temp °F Erosion Blow-by Damage Index
1 Apr. 1981 66° 0
2 Nov. 1981 70° 1 4
3 Mar. 1982 69° 0...
‘O’ Ring Problems
Flight Date Temp °F Erosion Blow-by Damage Index
2 Nov. 1981 70° 1 4
3 Mar. 1982 69° 0
5 Nov. 1982 68° 0...
‘O’ Ring Problems
0
3
6
9
12
15
70° 69° 68° 67° 66° 63° 58° 57° 53°
Erosion
Damage
Temp °F
Charts
Example #1 - Bad Chart
Example #2 - Better Chart
Example #3 - Event Better Chart
Example #4 - Advanced Chart Design
Example #5 - Another Advanced design
Bad Pie Chart / Good Pie Chart
Bad Table Chart / Good Table Chart
Resonance
picture of ad with disfigured
woman who wasn’t killed by a
drunk driver
Color
Various color palettes
Balance
Golden Ratio
Rule of Thirds
Ali Fighting picture
Coherence
Avoid Incoherence:
Picture of red check
and green stop icon
Hippo picture
matches the
name
of the dance
studio (Hip)
and helps
reinforce the
memory of the
name
Leading the Eye
Sushi symmetrically placed
Sushi asymmetrically placed to right
Dominance
2 girls: one with red
dress (which tends to
make
people perceive her as
more attractive) and
other
in blue dress.With men
...
Basics & Ethics In practice
‣ Pictures are primary for
humans
‣ Pictures and graphics
help us understand and
remember
‣ Pi...
Typography
The Mac is not a Typewriter
– Robin Williams
AboutType
Serif
Sans
Serif
Sizematters
Can you read this?
64 Point
48 Point
36 Point
24 Point
Size affects reading comprehension
Quotes
The typographer must analyze
and reveal the inner order
of the text, as a musician must reveal
the inner order of t...
Quotes
The typographer must analyze and
reveal the inner order of the text,
as a musician must reveal the inner
order of t...
White Space
Less is more
picture of oriental woman with minimal
text
Another slide with minimal text
and lots of white space
for Lawyers
Typography
Documents
Typography for Lawyers
– Matthew Butterick
– Website: www.typographyforlawyers.com
– Book: $25 on Amazon
– Princ...
Trial
$695
~$600
Trial Presentation Software
1
2
Recommend
Scott Newnam
Evidence Mgt
$89
When
Opening statement
Witness testimony
Closing statement
The Smith Contract
Plaintiff shall give
written notice...
within 10 days
Proof
Contract
Timely notice
Damages
4
3
Mediation
Image of priest consoling (use
this to say “I’m sorry” but I’m done)
Image: Empty toilet roll (“it’s over”)
Ernie Svenson - ernie@paperlesschase.com
email: ernie@paperlesschase.com
materials: http://bit.ly/WgTMan
Visual persuasion
Visual persuasion
Visual persuasion
Visual persuasion
Visual persuasion
Visual persuasion
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Visual persuasion
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Visual persuasion

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Why visual imagery and design help us understand and remember, and how lawyers can learn to use design principles to craft clearer, more compelling presentations.

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  • Sorry for the long delay in responding. We didn't have our 'alerts' set. You generally want to avoid putting the focal object in the very center. The boxing picture I used has two people and usually the eyes are the focal point, so they were placed so that both of their eyes are as close to the cross-hairs of the thirds (and not in the center of the canvas).
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  • Great presentation! Very helpful. This can be used of course in business counseling and transactions (my domain) as well as trial practice.

    One question - about the rule of thirds - I always thought you wanted to avoid putting the focal object in the center column? No??
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Visual persuasion

  1. 1. Visual Persuasion How to explain & engage with pictures Ernie Svenson
  2. 2. 1 hour Schedule of Presentation Why visuals ‣ Pictures are primary ‣ Pictures and graphics help us understand and remember ‣ Pictures are “Brain Rule” friendly 4:00 – 5:00 pm
  3. 3. Why visuals ‣ Pictures are primary ‣ Pictures and graphics help us understand and remember ‣ Pictures are “Brain Rule” friendly Visual grammar ‣ Effective visuals help combat information overload ‣ Data needs to be put in context, and a visual context is best ‣ What design principles do we need to know? 4:00 – 5:00 pm Part 2: Visual Grammar
  4. 4. Basics & Ethics In practice ‣ Pictures are primary ‣ Pictures and graphics help us understand and remember ‣ Pictures are “Brain Rule” friendly Visual grammar ‣ Effective visuals help combat information overload ‣ Data needs to be put in context, and a visual context is best ‣ What design principles do we need to know? ‣ Typography is a good place to start ‣ Words need to be balanced too ‣ Trial Display: how to do it right ‣ Use visuals in mediations too. Part 3: Putting visuals in practice
  5. 5. – Guy Kawasaki
  6. 6. 10-20-30 Rule ‣10 Slides or less ‣20 Minutes or less ‣30 pt Type or larger(this is 30 pt type)
  7. 7. Gettysburg Address (what if Lincoln had used Powerpoint?)
  8. 8. US Military Powerpoint
  9. 9. Why visuals ‣ Pictures are primary for humans ‣ Pictures and graphics help us understand and remember ‣ Pictures are “Brain Rule” friendly 4:00 – 5:00 pm Part 1: Why visuals matter
  10. 10. Picturesare primary
  11. 11. Bison picture:Altamira Cave 25k years old Altamira Cave (Cir. 25,000 B.C.)
  12. 12. Another bison picture from Altamira caves
  13. 13. DaVinci - working out human form dimensions Leonardo da Vinci - 1500 A.D.
  14. 14. daVinci head drawing: working out dimensions Leonardo da Vinci - 1500 A.D.
  15. 15. daVinci’s notebook: thinking in pictures Leonardo da Vinci - 1500 A.D.
  16. 16. modern icons: we know the fundamental language is pictures Modern iconography
  17. 17. This is because half our brain stores information this way Verbal / Visual
  18. 18. We learned to read faster with pictures Learned to read words with pictures
  19. 19. Brain Rules
  20. 20. Brain Rules book
  21. 21. 2 Boring We don’t pay attention to boring things. We like emotional engagement: fear, sex, pattern matching stimuli work best.
  22. 22. 2 Repeat Repetition helps us remember. Memories are volatile, and to keep them we need to reinforce them (or have them reinforced)
  23. 23. 2 Visuals Vision trumps all the other senses. Your brain wants to see, and it likes to gather information in the form of a story.
  24. 24. 3 Multi-sensory The more senses you stimulate the faster our audience understands and remembers.
  25. 25. Back of the Napkin book Helps us relearn how to “Think visually” even with stick figures Back of the Napkin – Dan Roam
  26. 26. Napkin example of stick figures Key Point: try to reactivate your right side to help you learn to communicate better with visuals (doesn’t require fancy computer equipment) Drawing stick figures is good enough
  27. 27. The Mind Map Book – Tony Buzan
  28. 28. Picture: Firehose drinking
  29. 29. Informationmanagement
  30. 30. Info Anxiety - another good book to use to start activating your “right side” Information Anxiety – Richard Saul Wurman
  31. 31. Data > Information > Knowledge > Wisdom
  32. 32. First, you have to pay attention
  33. 33. Gorilla hidden in plain sight (if it doesn’t get our attention we don’t even have a chance to learn) How could you miss the gorilla?
  34. 34. Why visuals ‣ Pictures are primary for humans ‣ Pictures and graphics help us understand and remember ‣ Pictures are “Brain Rule” friendly Visual grammar ‣ Information overload is a problem; effective visual communication is an answer ‣ Data needs to be put in context, and a visual context is best ‣ What design principles do we need to know? 4:00 – 5:00 pm Part 2: Visual Grammar
  35. 35. Design Rules
  36. 36. 2 Books: Universal Principles of Design Graphics for Business
  37. 37. Clutter
  38. 38. Stimulating but not in a good way
  39. 39. Shuttle Challenger & Data Obfuscation Challenger
  40. 40. Example of actual data Shuttle engineers looked at NASA engineers notes re: O ring problems
  41. 41. ‘O’ Ring Problems Flight Date Temp °F Erosion Blow-by Damage Index 1 Apr. 1981 66° 0 2 Nov. 1981 70° 1 4 3 Mar. 1982 69° 0 5 Nov. 1982 68° 0 6 Apr. 1983 67° 0 41-B Feb. 1984 57° 1 4 41-C Apr. 1984 63° 1 2 51-A Nov. 1984 67° 0 51-C Jan. 1985 53° 3 2 11 51-D Apr. 1985 67° 0 61-C Jan. 1986 58° 1 4 sort by date
  42. 42. ‘O’ Ring Problems Flight Date Temp °F Erosion Blow-by Damage Index 2 Nov. 1981 70° 1 4 3 Mar. 1982 69° 0 5 Nov. 1982 68° 0 6 Apr. 1983 67° 0 51-A Nov. 1984 67° 0 51-D Apr. 1985 67° 0 1 Apr. 1981 66° 0 41-C Apr. 1984 63° 1 2 61-C Jan. 1986 58° 1 4 41-B Feb. 1984 57° 1 4 51-C Jan. 1985 53° 3 2 11 sort by temperature
  43. 43. ‘O’ Ring Problems 0 3 6 9 12 15 70° 69° 68° 67° 66° 63° 58° 57° 53° Erosion Damage Temp °F
  44. 44. Charts
  45. 45. Example #1 - Bad Chart
  46. 46. Example #2 - Better Chart
  47. 47. Example #3 - Event Better Chart
  48. 48. Example #4 - Advanced Chart Design
  49. 49. Example #5 - Another Advanced design
  50. 50. Bad Pie Chart / Good Pie Chart
  51. 51. Bad Table Chart / Good Table Chart
  52. 52. Resonance
  53. 53. picture of ad with disfigured woman who wasn’t killed by a drunk driver
  54. 54. Color
  55. 55. Various color palettes
  56. 56. Balance
  57. 57. Golden Ratio
  58. 58. Rule of Thirds
  59. 59. Ali Fighting picture
  60. 60. Coherence
  61. 61. Avoid Incoherence: Picture of red check and green stop icon
  62. 62. Hippo picture matches the name of the dance studio (Hip) and helps reinforce the memory of the name
  63. 63. Leading the Eye
  64. 64. Sushi symmetrically placed
  65. 65. Sushi asymmetrically placed to right
  66. 66. Dominance
  67. 67. 2 girls: one with red dress (which tends to make people perceive her as more attractive) and other in blue dress.With men red is dominance.
  68. 68. Basics & Ethics In practice ‣ Pictures are primary for humans ‣ Pictures and graphics help us understand and remember ‣ Pictures are “Brain Rule” friendly Visual grammar ‣ Information overload is a problem; effective visual communication is an answer ‣ Data needs to be put in context, and a visual context is best ‣ What design principles do we need to know? ‣ Typography is a good place to start ‣ Words need to be balanced too ‣ Trial Display: how to do it right ‣ Use visuals in mediation too Part 3: Putting visuals in practice
  69. 69. Typography
  70. 70. The Mac is not a Typewriter – Robin Williams
  71. 71. AboutType
  72. 72. Serif
  73. 73. Sans Serif
  74. 74. Sizematters
  75. 75. Can you read this? 64 Point 48 Point 36 Point 24 Point
  76. 76. Size affects reading comprehension
  77. 77. Quotes The typographer must analyze and reveal the inner order of the text, as a musician must reveal the inner order of the music he performs.” “ Robert Bringhurst
  78. 78. Quotes The typographer must analyze and reveal the inner order of the text, as a musician must reveal the inner order of the music he performs.” “ Robert Bringhurst
  79. 79. White Space Less is more
  80. 80. picture of oriental woman with minimal text
  81. 81. Another slide with minimal text and lots of white space
  82. 82. for Lawyers Typography
  83. 83. Documents Typography for Lawyers – Matthew Butterick – Website: www.typographyforlawyers.com – Book: $25 on Amazon – Principles of design for legal documents – How to create a proper caption – Effective letterhead design
  84. 84. Trial
  85. 85. $695 ~$600 Trial Presentation Software 1 2
  86. 86. Recommend Scott Newnam Evidence Mgt
  87. 87. $89
  88. 88. When Opening statement Witness testimony Closing statement
  89. 89. The Smith Contract Plaintiff shall give written notice... within 10 days
  90. 90. Proof Contract Timely notice Damages
  91. 91. 4 3
  92. 92. Mediation
  93. 93. Image of priest consoling (use this to say “I’m sorry” but I’m done)
  94. 94. Image: Empty toilet roll (“it’s over”)
  95. 95. Ernie Svenson - ernie@paperlesschase.com
  96. 96. email: ernie@paperlesschase.com materials: http://bit.ly/WgTMan
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