Wagonheim Law: Designing & Delivering Memorable Presentations
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Wagonheim Law welcomed Joe Natoli to our December 2012 Drink 'N Think on delivering memorable presentations. Check out our other free events at www.wagonheim.com/drink-n-think
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Wagonheim Law: Designing & Delivering Memorable Presentations
- 1. is this thing on? 1 designing & delivering memorable presentations joe natoli | givegoodux.com
- 2. 2 the attention myth joe natoli | givegoodux.com
- 3. you’re watching a great movie. 3 what’s your attention level? joe natoli | givegoodux.com
- 4. but no matter how great it is... 4 your attention will still wander. joe natoli | givegoodux.com
- 5. why ? we’re wired that way. 5 ➡ associative sparks – action, words, sounds, music ➡ personal emotions are periodically hooked ➡ focus wanders during passive activity ➡ full attention only returns at turning points joe natoli | givegoodux.com
- 6. mind the mental breaks 6 ➡ start with bold, surprising, unique ➡ deliver rewards in time release fashion FIRST TOPIC NEXT TOPIC ➡ build on each release BREAK to a final climax* * or multiple climaxes :-) joe natoli | givegoodux.com
- 7. 7 why less really is more joe natoli | givegoodux.com
- 8. enemy, thy name is dopamine 8 joe natoli | givegoodux.com
- 9. which is why this doesn’t work 9 joe natoli | givegoodux.com
- 10. or this 10 joe natoli | givegoodux.com
- 11. or this 11 joe natoli | givegoodux.com
- 12. and this...is just beyond words. 12 joe natoli | givegoodux.com
- 13. this guy can’t even get it right. 13 joe natoli | givegoodux.com
- 14. 14 finding balance joe natoli | givegoodux.com
- 15. most fail twice – immediately 15 ➡ when scanning, the brain shuts off all other input ➡ more content = longer to scan ➡ audience loses half of what you say joe natoli | givegoodux.com
- 16. so they give up on you. 16 joe natoli | givegoodux.com
- 17. who’s on first: visual or verbal? 17 ➡ use infographics that can be scanned quickly ➡ build curiosity by revealing info in stages ➡ punctuate each stage verbally – but don’t read joe natoli | givegoodux.com
- 18. these are not good infographics. 18 joe natoli | givegoodux.com
- 19. these are. 19 joe natoli | givegoodux.com
- 20. these are. 20 joe natoli | givegoodux.com
- 21. 21 design rules joe natoli | givegoodux.com
- 22. seeking relationships 22 joe natoli | givegoodux.com
- 23. seeking relationships 23 joe natoli | givegoodux.com
- 24. seeking relationships 24 joe natoli | givegoodux.com
- 25. seeking relationships 25 joe natoli | givegoodux.com
- 26. RULE 1 26 align EVERYTHING. joe natoli | givegoodux.com
- 27. segregate with style 27 ➡ identify different types of content: headlines, body, bullets, charts, etc. ➡ create specific styles for each - font, weight, color joe natoli | givegoodux.com ➡ apply
- 28. segregate with style 28 style 1 style 2 ➡ apply styles consistently on every slide style 3 style 5 joe natoli | givegoodux.com
- 29. RULE 2 29 use a unique style for each level of information joe natoli | givegoodux.com
- 30. to the left, to the left 30 Completely impact multifunctional Completely impact multifunctional processes processes and wireless supply chains. Dynamically and wireless supply chains. Dynamically engage business meta-services for engage business meta-services for market- market- driven data. Collaboratively restore cross- driven data. Collaboratively restore cross- platform users before client-centered platform users before client-centered manufactured products. manufactured products. Assertively evolve long-term high-impact Assertively evolve long-term high-impact portals through visionary solutions. portals through visionary solutions. Professionally harness standardized Professionally harness standardized portals portals vis-a-vis resource maximizing deliverables. vis-a-vis resource maximizing deliverables. Continually coordinate stand-alone Continually coordinate stand-alone applications rather than virtual applications rather than virtual communities. communities. joe natoli | givegoodux.com
- 31. no mixing & matching 31 Centered Headline Left-Aligned Headline Left-aligned paragraph text does Centered headlines do not not combine well with left-aligned combine well with centered text. headlines either. Asymmetrical line lengths of the The paragraph competes visually paragraph can give the headline with the headline and makes text the very difficult for the eye to track. appearance that it’s slightly off- center. joe natoli | givegoodux.com
- 32. RULE 3 32 don’t center align text. ever.for any reason. joe natoli | givegoodux.com
- 33. RULE 3 33 I mean it. joe natoli | givegoodux.com
- 34. pattern recognition 34 joe natoli | givegoodux.com
- 35. serif or sans? yes. 35 Some argue that sans serif typefaces are easier to read because they are plain; others contend that serif fonts are easier to read because the serifs draw the eye toward the letter. Research shows no difference in comprehension, reading speed or preference between serif and sans-serif fonts. Some argue that sans serif typefaces are easier to read because they are plain; others contend that serif fonts are easier to read because the serifs draw the eye toward the letter. Research shows no difference in comprehension, reading speed or preference between serif and sans-serif fonts. joe natoli | givegoodux.com
- 36. but keep it simple. 36 There are many fonts that are easy to read. Any of them are fine to use. but avoid a font that is so decorative that it starts to interfere with pattern recognition in the brain. There are many fonts that are easy to read. Any of them are fine to use. but avoid a font that is so decorative that it starts to interfere with pattern recognition in the brain. There are many fonts that are easy to read. Any of them are fine to use. but avoid a font that is so decorative that it starts to interfere with pattern recognition in the brain. joe natoli | givegoodux.com
- 37. font style affects perception 37 Tuck your chin into your chest, and then lift your chin upward as far as possible. 6-10 repetitions. Lower your left ear toward your left shoulder and then your right ear toward your right shoulder. 6-10 repetitions. Tuck your chin into your chest, and then lift your chin upward as far as possible. 6-10 repetitions. Lower your left ear toward your left shoulder and then your right ear toward your right shoulder. 6-10 repetitions. joe natoli | givegoodux.com
- 38. RULE 4 38 sans or serif is fine – but don’t decorate. joe natoli | givegoodux.com
- 39. chunk all information 39 ➡ multiple ideas competing for 1 2 attention ➡ high cognitive load = 3 no recall 4 ➡ equal visual weight = no order or priority joe natoli | givegoodux.com
- 40. chunk all information 40 ➡ one idea per slide ➡ slide title provides context to each idea ➡ clear visual priority enables comprehension joe natoli | givegoodux.com
- 41. chunk all information 41 joe natoli | givegoodux.com
- 42. RULE 5 42 chunk information by context and priority. joe natoli | givegoodux.com
- 43. 43 (not so) extreme slide makeover joe natoli | givegoodux.com
- 44. makeover 1: before 44 ➡ color + font weight is all the same – info runs together ➡ no resting points – can’t focus on any one sentence ➡ information overload! joe natoli | givegoodux.com
- 45. makeover 1: after 45 ➡ color + font weight segregate slide title, headlines, bullet copy ➡ white space clearly defines + separates all elements ➡ 2 major points, easy to scan (follow the blue) joe natoli | givegoodux.com
- 46. which communicates more clearly? 46 joe natoli | givegoodux.com
- 47. makeover 2: before 47 ➡ multicolored rules compete with text ➡ trapped white space competes with text and rules ➡ headlines and text are misaligned joe natoli | givegoodux.com
- 48. makeover 2: after 48 ➡ fills alone are enough to separate info chunks ➡ clear alignment of both shapes and text ➡ consistent amounts of white space joe natoli | givegoodux.com increase ability to
- 49. which is easier to follow? 49 joe natoli | givegoodux.com
- 50. successful presentations are: 50 emotional simple active empathetic balanced intriguing entertainin paced rewarding g joe natoli | givegoodux.com
- 51. A FINAL QUESTION 51 did that feel like 51 slides? joe natoli | givegoodux.com
- 52. what can I help you achieve? 52 call 410.627.1783 or email me at joe@givegoodux.com joe natoli | givegoodux.com
Editor's Notes
- My name is Joe Natoli, I consider myself a UX Evangelist, and I am here to give you some good old fashioned UX/UI religion :-) A bit about me: I’ve been working in the field of what’s come to be known as UX or User Experience for more than 20 years. And for half of that time, we just called it design. But what I was taught in school was equal parts visual communication and cognitive psychology, so to me this is all the same stuff. You can’t have good design without good user experience and good usability and vice versa. No matter what you’re doing, you have to pay attention to all three, or someone loses. Which, in the long run, is usually you :-) I started out in traditional branding, advertising and design, and then this little thing called the Internet came along. Enter UI Design and what we now call UX. I ran my own Experience Design firm for 10 years, and then sold it. Hung out with the IT firm that bought us for a few years, got restless and, well, here I am. For more than 20 years my clients have ranged from mom & pop startups to 2.83 B Fortune 100 companies to Government. My experience is filled with equal parts success and failure, and I’ve learned an immeasurable amount from my peers and predecessors. Experience is without a doubt the best teacher – so the wisdom I’m here to impart upon you is not mine alone. And while we use the term USERS in this discipline, I want to point out that UX is about more than that. It’s about creating what I call a value loop — designing and building something that provides value to the people that use it — and their use in turn provides value back to you. If value goes out, value comes back. That’s the gig, that’s what creates success, that’s what creates profitability. In the next hour I’m going to give you 12 rules that you can take to the bank in terms of creating better UI design. 6 are strategic and 6 are tactical. Because before you follow the prescription, you need to adjust your thinking. Otherwise you’re just another monkey following instructions, which does absolutely nothing to differentiate you or help you create successful products.
- memories are sparked that feed into your experience of the video. hooking audience’s personal emotions increases attention & emotional investment turning points - new information, e.g. plot change
- Information is addictive -- this is part of the dopamine effect. Dopamine cause you to seek pleasure, to want, desire, seek out and search. It’s why you feel addicted to Twitter or texting or Facebook. It’s why you can’t ignore your email when you see there are messages in your inbox (Pavlovian cue). It’s why every time your phone dings you look, no matter what you may be doing. This is your dopamine system at work, telling you a reward is coming. Tweets send the dopamine system raging, because the 140-character limit doesn’t fully satisfy the brain’s need for information. People are motivated to keep seeking information -- so the easier you make it for them to find information, the more information seeking they will do.
- everything at the same time approach short-circuits the dopamine loop.
- no information priority.
- Color and contrast competition -- look at me! No me? No me!
- Too many choices paralyzes the thought process.
- competing visual & verbal -- people can’t possibly listen to Bill and absorb what’s on the slide at the same time. Physiologically impossible.
- When the bullets are more and when the sentences are complex, it takes a long time for your audience to scan the slide.Interestingly, when they scan, they shut off their minds from any other disturbance. So, your explanation of the bullet point slides falls on deaf ears.By the time they finish scanning and turn their attention to you – they lose half the explanation. So your audience is disappointed twice: 1. They get very little information from their first glance of your bulleted list, which is not optimized for scanning.1. Second time - because they hear only half your explanation and that doesn't make any sense to them.
- too much. much too much.
- Good alignment is both visible and invisible. Most users won't consciously notice that everything is lined up neatly -- but they’ll FEEL it when things are out of alignment. They’ll be increasingly uncomfortable, fidgety and impatient. That’s because we’re wired -- eyes and brain -- to automatically seek and establish visual relationships, visual order. Get the lay of the land at a glance. And when we can’t easily do that we get irritated -- and we often don’t know why.
- Good alignment is both visible and invisible. Most users won't consciously notice that everything is lined up neatly -- but they’ll FEEL it when things are out of alignment. They’ll be increasingly uncomfortable, fidgety and impatient. That’s because we’re wired -- eyes and brain -- to automatically seek and establish visual relationships, visual order. Get the lay of the land at a glance. And when we can’t easily do that we get irritated -- and we often don’t know why.
- When paragraph text is left aligned, a straight left edge appears. Users can read each line by simply moving their eyes to the left edge each time. This makes paragraphs faster and easier to read because the user’s eyes don’t have to work as hard to find where the line starts each time. When you center your text, the starting place of each line changes. This forces users to work harder to find where each line begins to continue reading. Without a straight left edge, there is no consistent place where users can move their eyes to when they complete each line.
- I also see a lot of developers do this. Please stop it :-)
- Pattern recognition helps people identify letters in different fonts. It’s not memorization of all these versions of the letter “A” that allows you to recognize it as such.
- Research shows no difference in comprehension, reading speed or preference between serif and sans-serif fonts.
- Some fonts interfere with the brain’s ability to recognize patterns. And if a font is hard to read, the meaning of the text will be lost.
- If a font is hard to read, the meaning of the text will be lost. Two smart guys named Song and Swartz (2008) gave people written instructions on how to do a physical exercise and asked them how long they thought it would take. When the instructions where in an easy-to-read font like Arial, people estimated about 8 minutes, and as such were willing to incorporate the exercise into their daily routine. When the instructions were presented in an overly decorative font like Brush Script, people estimated it’d take almost twice as long -- 15 minutes -- to do the exercise, and they rated the exercise as difficult to do (and less likely to do it).
- Decorative fonts interfere with pattern recognition and slow down reading. If people have trouble reading the font, they will transfer that feeling of difficulty to the meaning of the text -- and decide that the subject is hard to do or understand.
- Primary Actions enable the most important action (completion) for the user. Secondary actions, on the other hand, tend to be less utilized -- and most often allow people to retract the data they’ve entered. Options like “Cancel”, “Reset”, or “Go Back” represent secondary actions that are counter to most people’s primary goal . So you don’t want them to inadvertently click on the wrong thing. Be RUTHLESS about visually distinguishing primary and secondary actions so people have a clear, direct path illuminating their primary goal.
- Margins – and negative space – give the eye room to maneuver. They provide a buffer between the main content, key actions and ancillary elements—such as related labels, links and ads—allowing the reader to focus on the text. Beyond this purely functional purpose, margins can also bring deeper harmony to the layout.
- even though we haven’t touched the design - which is bad to be sure - the screen is instantly more visually pleasing, more clearly organized and more useful.
- even though we haven’t touched the design - which is bad to be sure - the screen is instantly more visually pleasing, more clearly organized and more useful.