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.

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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  • Full Name Full Name Comment goes here.
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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 Visual persuasion Presentation Transcript

  • 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 ‣ Pictures are “Brain Rule” friendly 4:00 – 5:00 pm
  • 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
  • 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
  • – 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 “Brain Rule” friendly 4:00 – 5:00 pm Part 1: Why visuals matter
  • 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 best.
  • 2 Repeat Repetition helps us remember. Memories are volatile, and to keep them we need to reinforce them (or have them reinforced)
  • 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.
  • 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 visuals (doesn’t require fancy computer equipment) Drawing stick figures is good enough
  • 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 the gorilla?
  • 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
  • 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 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
  • ‘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
  • ‘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 red is dominance.
  • 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
  • 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 the music he performs.” “ Robert Bringhurst
  • 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
  • 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 – Principles of design for legal documents – How to create a proper caption – Effective letterhead design
  • 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