Presenting with Visual Impact

You have the opportunity to be a better leader, mentor, educator, and more refined communicator when you use the strength of visuals and graphics. Human beings possess separate thinking systems for processing visual and verbal material. Your capacity for meaningful learning increases when you tap into the power of both. When selecting and preparing visuals, keep the following general guidelines in mind:

Clarity - Is the visual understandable within a few seconds?

• As a rule of thumb, use no more than six lines with six words or fewer to a line.
  If the visual is a mixture of text and drawing, remember to keep 60 to 70 percent blank space.
• Font size is extremely important. Text that is too small and cannot be read becomes a point of distraction and possibly frustration to participants. The absolute minimum font size is 24 points, but larger is preferred.
• A rule of thumb is that for every 12 feet of depth in audience seating, there should be one inch of height on the screen or flip chart.
• Use a combination of upper and lowercase letters. Avoid all capitals in the body of the text. All uppercase letters are hard to read. Words in lowercase letters are easier and quicker to read. Ninety-five percent of all reading material is in lowercase.
  

Relevancy - Does the visual support and reflect your point?

Remember, just as visual aids can enhance a presentation, they can also compete with the message. Don't create competition with irrelevant and distracting visuals. Even if something is highly entertaining or funny, do not use it unless it clearly makes a point.

Eye Appeal - Is the visual aesthetically pleasing?

• Lines, borders, boxes, and shapes add interest to a visual and make it more interesting, eye-catching, and desirable.
• Experiment with fonts to find the ones that best match the presentation's style.
• Don't overdo type-style variations on a series of visuals. Too many varieties of styles can be distracting, confusing, and amateurish.
• Because people form judgments from first contacts, the acceptability of visuals can be enhanced by the thoughtful use of art. Make sure that the image portrayed generates the reaction desired.
• Visual layouts should be landscape rather than portrait because the eye finds it more natural, comfortable, and pleasing to look across rather than up and down. Likewise, some professional presenters feel that projection screens, flip charts, etc, should be to the audience's right, when they are facing the speaker. This allows audience members to focus on the speaker first and then "read from left to right" to see the related visuals.
  

Quality - Does the visual look professional?

Use all the professional help and tools available to ensure your visuals look professional. Get an unbiased person's opinion before using them. Remember, your visuals will reflect your image, and simple mistakes like misspelled words can undermine your professional image.

Memorable

Well-chosen graphics can have a significant impact on the success of a visual because we think in pictures rather than in words. Many research studies indicate that the use of color increases retention and impact.

Visibility - Can everyone see it?

• Use presentation enhancements that are large enough for the audience. Even the person farthest away must be able to see it.
• Be sure the font size is legible. As stated previously, the absolute minimum font size is 24 points, but larger is preferred.
• If projected visuals are used, place the screen where everyone in the room can see it without having to twist into an uncomfortable position. The corners of a room are usually the best choice.
• Check the lighting. When possible, dim room lighting so that it will not shine on the screen. However, avoid making the room so dark that participants can't read or write. A darkened room can reduce the amount of participation and the level of enthusiasm within the group.
  

Background - Does the color scheme enhance visibility?

• A clear or light background with dark text is best when the room is bright or the lights are on and/or the projector is of a lower intensity.
• A medium color background with dark text (shadow text adds contrast) is acceptable for light rooms and small audiences because it adds interest.
• A dark background with light text is best in dark rooms with large audiences. It is usually limited to slides on computer-generated projection. It requires high-quality equipment and is not suitable for overhead transparencies or LCD panels.

Alex Zaborenko

Dale Carnegie Training of Colorado and Southern Wyoming

www.dalecarnegiecolorado.com