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Visual persuasion
The document outlines a presentation on the importance of visual persuasion, detailing how pictures and graphics enhance understanding and retention of information. It discusses visual grammar, design principles, and effective communication practices, emphasizing the need for visuals to combat information overload. The presentation also highlights various strategies for implementing visuals effectively in communication contexts, including litigation and mediation.
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Visual persuasion
- 1. Visual Persuasion How toexplain & engage with pictures Ernie Svenson
- 3. 1 hour Schedule ofPresentation Why visuals ‣ Pictures are primary ‣ Pictures and graphics help us understand and remember ‣ Pictures are “Brain Rule” friendly 4:00 – 5:00 pm
- 4. Why visuals ‣ Picturesare 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
- 5. Basics & EthicsIn 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
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- 8. 10-20-30 Rule ‣10 Slidesor less ‣20 Minutes or less ‣30 pt Type or larger(this is 30 pt type)
- 9. Gettysburg Address (what ifLincoln had used Powerpoint?)
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- 15. Why visuals ‣ Picturesare 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
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- 17. Bison picture:Altamira Cave 25kyears old Altamira Cave (Cir. 25,000 B.C.)
- 18. Another bison picturefrom Altamira caves
- 19. DaVinci - workingout human form dimensions Leonardo da Vinci - 1500 A.D.
- 20. daVinci head drawing:working out dimensions Leonardo da Vinci - 1500 A.D.
- 21. daVinci’s notebook: thinkingin pictures Leonardo da Vinci - 1500 A.D.
- 22. modern icons: weknow the fundamental language is pictures Modern iconography
- 23. This is becausehalf our brain stores information this way Verbal / Visual
- 24. We learned toread faster with pictures Learned to read words with pictures
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- 27. 2 Boring We don’t payattention to boring things. We like emotional engagement: fear, sex, pattern matching stimuli work best.
- 28. 2 Repeat Repetition helps usremember. Memories are volatile, and to keep them we need to reinforce them (or have them reinforced)
- 29. 2 Visuals Vision trumps allthe other senses. Your brain wants to see, and it likes to gather information in the form of a story.
- 30. 3 Multi-sensory The more sensesyou stimulate the faster our audience understands and remembers.
- 31. Back of theNapkin book Helps us relearn how to “Think visually” even with stick figures Back of the Napkin – Dan Roam
- 32. Napkin example ofstick 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
- 33. The Mind MapBook – Tony Buzan
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- 37. Info Anxiety -another good book to use to start activating your “right side” Information Anxiety – Richard Saul Wurman
- 38. Data > Information> Knowledge > Wisdom
- 39. First, you haveto pay attention
- 41. Gorilla hidden inplain sight (if it doesn’t get our attention we don’t even have a chance to learn) How could you miss the gorilla?
- 42. Why visuals ‣ Picturesare 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
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- 44. 2 Books: Universal Principlesof Design Graphics for Business
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- 46. Stimulating but notin a good way
- 47. Shuttle Challenger &Data Obfuscation Challenger
- 48. Example of actualdata Shuttle engineers looked at NASA engineers notes re: O ring problems
- 49. ‘O’ Ring Problems FlightDate 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
- 50. ‘O’ Ring Problems FlightDate 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
- 51. ‘O’ Ring Problems 0 3 6 9 12 15 70°69° 68° 67° 66° 63° 58° 57° 53° Erosion Damage Temp °F
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- 53. Example #1 -Bad Chart
- 54. Example #2 -Better Chart
- 55. Example #3 -Event Better Chart
- 56. Example #4 -Advanced Chart Design
- 57. Example #5 -Another Advanced design
- 58. Bad Pie Chart/ Good Pie Chart
- 59. Bad Table Chart/ Good Table Chart
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- 63. picture of adwith disfigured woman who wasn’t killed by a drunk driver
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- 72. Avoid Incoherence: Picture ofred check and green stop icon
- 73. Hippo picture matches the name ofthe dance studio (Hip) and helps reinforce the memory of the name
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- 76. Sushi asymmetrically placedto right
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- 79. 2 girls: onewith red dress (which tends to make people perceive her as more attractive) and other in blue dress.With men red is dominance.
- 80. Basics & EthicsIn 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
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- 82. The Mac isnot a Typewriter – Robin Williams
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- 89. Can you readthis? 64 Point 48 Point 36 Point 24 Point
- 90. Size affects readingcomprehension
- 91. Quotes The typographer mustanalyze and reveal the inner order of the text, as a musician must reveal the inner order of the music he performs.” “ Robert Bringhurst
- 92. Quotes The typographer mustanalyze and reveal the inner order of the text, as a musician must reveal the inner order of the music he performs.” “ Robert Bringhurst
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- 94. picture of orientalwoman with minimal text
- 95. Another slide withminimal text and lots of white space
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- 97. 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
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- 105. The Smith Contract Plaintiffshall give written notice... within 10 days
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- 112. Image of priestconsoling (use this to say “I’m sorry” but I’m done)
- 113. Image: Empty toiletroll (“it’s over”)
- 115. Ernie Svenson -ernie@paperlesschase.com
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