We think and dream in picture and images
and the words we hear are processed and transformed into mental
pictures. Images and sounds dominate human communication and as
consumers we have come to expect media rich, entertaining dynamic
visuals in advertising and marketing materials. What was once a trip to
a shopping mall to purchase goods and services has turned into a visual
computers, and media arts have influence several generations who have
come to expect every newspaper, magazine, video, post card and direct
mail letter to bloom into full living color and MTV action.
It’s no longer adequate to think that
when making sales & marketing presentations, or presenting seminars,
that we can communicate simply by painting word pictures and giving
third party testimonials or stories of our products and services. Our
customers want and expect quick conveyance of information and have a
clear preference for pictures that show facts, features and benefits.
Using the right visuals communicate faster, clearer, better and
advantages the presenter in one-on-one presentations or group
The technology driving visual
communication is only going to become more explosive for improved
graphics and images that are far more effective than words or numbers
for communicating concepts and ideas. Global business communication is
enhanced with symbols and images and will expand the sphere of business
contacts and potential business.
In this escalating, robust, explosion
of visual communication, we find that, for those of us, in the
presentation business – sales, marketing, customer service,
negotiations, training and speaking requires new skill sets to be
competitive. We must let the artist within come out and step outside the
traditional box of word communications only.
Therefore, we must rewire our thinking
– that is our visual thinking.
When making presentations of any kind.
We have to remember that every presentation we make is not simply a
matter of sharing information – it’s about communicating effectively to
persuade, influence, initiate change, sell a product, motivate, and
Here are ways to assist you in moving
outside the traditional box of word communications for creating more
effective visual communication dynamics.
1. Study the trends of high impact TV
commercials and magazine ads. Observe the orientation and dynamics of
color, design, sound, images and speed.
2. Take an existing power point
presentation and redesign it using symbols and images only to covey your
message. Experiment with color schemes and layouts.
3. Use 3-D graphics and java to
dramatize numbers. So that they jump out at the viewer.
4. Construct the same presentation
several times. Using a combination of symbols, pictures, video, java,
layout, color schemes and words.
5. For international business
presentations, design you presentation using the color most associated
with the country you’re presenting to. Example: Mexico’s dominant colors
are green and red.
Visual presentations dynamics will only
become more important as technology expands global business. Media rich
presentation will be a primary differentiation for those companies that
adopt visual thinking.