principles of presentation design v2
TRANSCRIPT
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DesignPresentation
Do Not C
opy
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5
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Simplicity
5
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Simplicity
Contrast5
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Simplicity
Contrast
Clarity5
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Simplicity
Contrast
Clarity
Consistency5
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Simplicity
Contrast
Clarity
Consistency
Progression
5
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Simplicity
ContrastClarity
Consistency Progression
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Simplicity
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Make everything as simple as possible but not simpler.
Do Not C
opy
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Our lives are fri,ered away by detail;
Henry David Thoreau
simplify, simplify.
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Thoughtful Reduction
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Simplicity means the achievement of maximum effect by minimum means.
Dr Koichi Kawana
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S i m
p l
i c i
t y
Do Not C
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S i m
p l
i c i
t y
Content
Do Not C
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S i m
p l
i c i
t y
Content Pictures
Do Not C
opy
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S i m
p l
i c i
t y
Content Pictures Animation/Transition
Do Not C
opy
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S i m
p l
i c i
t y
Content Pictures Animation/Transition Language
Do Not C
opy
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S i m
p l
i c i
t y
Content Pictures Animation/Transition Language Statistical Information
Do Not C
opy
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American versus British• The differences between English as written and spoken
in America and English as used in Britain are considerable, as is the potential for misunderstanding, even offence, when using words or phrases that are unfamiliar or mean something else on the other side of the Atlantic.
• Sometimes the same word has taken on different meanings on the two sides of the Atlantic, creating an opportunity for misunderstanding.
• What is familiar in one culture may be entirely alien in another. British English exploits terms and phrases borrowed from the game of cricket; American English uses baseball terms.
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American versus British• The differences between English as written and spoken
in America and English as used in Britain are considerable, as is the potential for misunderstanding, even offence, when using words or phrases that are unfamiliar or mean something else on the other side of the Atlantic.
• Sometimes the same word has taken on different meanings on the two sides of the Atlantic, creating an opportunity for misunderstanding.
• What is familiar in one culture may be entirely alien in another. British English exploits terms and phrases borrowed from the game of cricket; American English uses baseball terms.
Too Detailed!
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American versus British
• Considerable differences
• Same word can take different meanings
• Familiar in one culture, alien in another
• Britishers borrow from cricket, Americans from baseball
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American versus British
• Considerable differences
• Same word can take different meanings
• Familiar in one culture, alien in another
• Britishers borrow from cricket, Americans from baseball
Much Better
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15
Lets look at the challenges
• COMPANIES ARE NOT GETTING THROUGH TO THEIR AUDIENCES– 20 years ago, 80 percent of a target audience could be reached with one 30‐second off‐peak television ad. Today, reaching the same audience oTen requires 200 to 300 prime‐Vme spots.
– The response to direct mail solicitaVons for credit cards has dropped from 2.8 percent in 1992 to 0.6 percent in 2000.
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Shift to Notes
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Shift to Notes
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Clean start
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Getting through is becoming increasingly difficult!
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…must amplify meaning
Pictures
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Animation/Transition
Do Not C
opy
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Animation/Transition
This is cool
Do Not C
opy
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Animation/Transition
This is cool
…but distracting
Do Not C
opy
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Animation/Transition
This is cool
…but distracting
This is better
Do Not C
opy
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Animation/Transition
This is cool
…but distracting
This is better
Sounds = NEVER Do Not C
opy
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Language
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Language
Formality
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Language
Formality
Technical words
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Language
Formality
Technical words
Avoid jargon
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Language
Formality
Technical words
Avoid jargon
Relate facts and figures
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Language
Formality
Technical words
Avoid jargon
Relate facts and figures
Avoid sweeping generalizations
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Occam’s Razor
All other things equal, the
simplest solution is the best
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Simplicity
ContrastClarity
Consistency Progression
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Contrast
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Eyes love
Contrast
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Interest
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Interest
Organization
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Simplicity
ContrastClarity
Consistency Progression
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Progression
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Disruptive Technology
Time
Perf
orm
an
ce
Sustaining Technology
Performance improvement demanded
t
Performance Oversupply
Current performance ofpotentially disruptive technologyExpected tra
jectory of improvement
The sustaining technology has been disrupted
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Disruptive Technology
Time
Perf
orm
an
ce
Sustaining Technology
Performance improvement demanded
t
Performance Oversupply
Current performance ofpotentially disruptive technologyExpected tra
jectory of improvement
The sustaining technology has been disruptedTOO
CLUTTERED
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Disruptive Technology
Time
Perf
orm
an
ce
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Disruptive Technology
Time
Perf
orm
an
ce
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Disruptive Technology
Time
Perf
orm
an
ce
Sustaining Technology
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Disruptive Technology
Time
Perf
orm
an
ce
Sustaining Technology
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Disruptive Technology
Time
Perf
orm
an
ce
Sustaining Technology
Performance improvement demanded
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Disruptive Technology
Time
Perf
orm
an
ce
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Disruptive Technology
Time
Perf
orm
an
ce
t
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Disruptive Technology
Time
Perf
orm
an
ce
t
Performance Oversupply
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Disruptive Technology
Time
Perf
orm
an
ce
t
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Disruptive Technology
Time
Perf
orm
an
ce
t
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Disruptive Technology
Time
Perf
orm
an
ce
t
Current performance ofpotentially disruptive technology
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Disruptive Technology
Time
Perf
orm
an
ce
t
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Disruptive Technology
Time
Perf
orm
an
ce
t
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Disruptive Technology
Time
Perf
orm
an
ce
t
Expected tra
jectory of improvement
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Disruptive Technology
Time
Perf
orm
an
ce
t
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Disruptive Technology
Time
Perf
orm
an
ce
t
The sustaining technology has been disrupted
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Simplicity
ContrastClarity
Consistency Progression
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Consistency
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Ingredients
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Background
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Background Colors
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AgBackground Colors Font
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AgBackground Colors Font Images
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AgBackground Colors Font Images
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Color Size Shapes & Boxes
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Surprise to
attract!
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Simplicity
ContrastClarity
Consistency Progression
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Clarity
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C l
a r
i t y
Case Typeface (aka font) Size Numbering Colors
Do Not C
opy
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Case
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ALL CAPS IS DIFFICULT TO READ!
Case
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ALL CAPS IS DIFFICULT TO READ!
Akin to shouting
Case
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ALL CAPS IS DIFFICULT TO READ!
Akin to shouting
Use upper lower case
Case
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M M
Typeface (aka font)
Sanserif Serif
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M M
Typeface (aka font)
Sanserif Serif
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Typeface (aka font)
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Serif fonts are difficult to read on screen
Typeface (aka font)
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Serif fonts are difficult to read on screen
Sanserif fonts are clearer
Typeface (aka font)
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Serif fonts are difficult to read on screen
Sanserif fonts are clearer
Italics are difficult to read on screen
Typeface (aka font)
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Serif fonts are difficult to read on screen
Sanserif fonts are clearer
Italics are difficult to read on screen
Normal or bold fonts are clearer
Typeface (aka font)
![Page 106: Principles Of Presentation Design V2](https://reader038.vdocuments.us/reader038/viewer/2022103000/5549a258b4c905a6758b4f53/html5/thumbnails/106.jpg)
Serif fonts are difficult to read on screen
Sanserif fonts are clearer
Italics are difficult to read on screen
Normal or bold fonts are clearer
Underlines may signify hyperlinks
Typeface (aka font)
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Size
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Size
“Size does matter”
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Size
“Size does matter”Implies importance
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Size
“Size does matter”Implies importance
Thumb rule: Move back 2 metres
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Numbering
Numbers denote
…priority
…sequence
…hierarchy
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Colors
Do Not C
opy
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Colors
Increase interest Do Not C
opy
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Colors
Increase interest
Improve learning, comprehension and retention
Do Not C
opy
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Colors
Increase interest
Improve learning, comprehension and retention
Two categoriesCool (such as blue and green) = ForegroundWarm (such as orange and red) = Background
Do Not C
opy
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Coming up...
Design is CRAP!Next Week
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Design is CRAP!
Next Week