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"The audience only pays attention as long as you know where you are going." - PowerPoint PPT Presentation

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"The audience only pays attention as long as you know where you are going." . Philip Crosby. The Visual Display of Business Information. Design Skills 2: Designing a Presentation. Structures for the Structure: Focus Before Flow. Presentation Structure. External structure Sales form

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the visual display of business information

The Visual Display of Business Information

Design Skills 2:

Designing a Presentation

presentation structure
Presentation Structure
  • External structure
    • Sales form
  • Internal structure
    • Flow structures (Presenting to Win)
focus before flow
Focus Before Flow

Jerry Weissman, p. 48

Focusing your approach:

  • External structure
  • Internal structure
    • Brainstorm presentation ideas
    • Distill and cluster the ideas
    • Apply 1 or 2 flow structures
    • Simplify the material
factors affecting selection of flow structures
Factors Affecting Selection of Flow Structures
  • The presenter’s individual style
  • The audience’s primary interest
  • Innate story factors
  • The established agenda
  • The aesthetic sense
writing the presentation body the 16 flow structures
Writing the Presentation Body: The 16 Flow Structures

Jerry Weissman, p. 52

  • Modular
  • Chronological
  • Physical
  • Spatial
  • Problem/Solution
  • Issues/actions
writing the presentation body the 16 flow structures1
Writing the Presentation Body: The 16 Flow Structures

Jerry Weissman, p. 52




Case study



writing the presentation body the 16 flow structures2
Writing the Presentation Body: The 16 Flow Structures

Jerry Weissman, p. 52


Parallel tracks

Rhetorical questions


proofreading is necessary
Proofreading is Necessary

Man Kills Self Before Shooting Wife and Daughter

Something Went Wrong in Jet Crash, Expert Says

Police Begin Campaign to Run Down Jaywalkers

Panda Mating Fails; Veterinarian Takes Over

Miners Refuse to Work after Death

Juvenile Court to Try Shooting Defendant

proofreading is necessary continued
Proofreading is Necessary (continued)

War Dims Hope for Peace

If Strike Isn't Settled Quickly, It May Last Awhile

Cold Wave Linked to Temperatures

London Couple Slain; Police Suspect Homicide

Red Tape Holds Up New Bridges

Man Struck By Lightning: Faces Battery Charge

proofreading is necessary continued1
Proofreading is Necessary (continued)

Typhoon Rips through Cemetery; Hundreds Dead

New Study of Obesity Looks for Larger Test Group

Hospitals are Sued by 7 Foot Doctors

Astronaut Takes Blame for Gas in Spacecraft

Kids Make Nutritious Snacks

Local High School Dropouts Cut in Half

reading patterns have impact
Reading Patterns Have Impact
  • The conditioned carriage return: the1st Rule (left to right, return)
  • These can distract
    • Reflex to cross sweep (down and to the right)
    • Hockey stick movement(up into the right)
reading patterns have impact1
Reading Patterns Have Impact
    • Counter motion (go against the flow for impact)
  • Less is more (when in doubt, leave it out)
title case rules
Title Case Rules

Capitalize all words (including first and last—even if hyphenated), except for articles (a, an, the), short prepositions (of, on, in, into, to, by, with, etc.), and short linking words (and, but, or, nor).

bullet case rules
Bullet Case Rules

Capitalize firstword and all proper nouns (a specific person, place [ex., town, city, country, mountain, or river names], association name, or intellectual concept (ex., Archaeology, Project Apollo, American Automobile Association).

use bullets more frequently
Use Bullets More Frequently
  • Observe 5 by 5 or less guideline
    • 5 bullets per slide maximum
    • 5 words per bullet
  • Be consistent, parallel
  • Use activevoice
  • Use one bullet sub-level, preferably
  • Minimize plurals and possessives
use sentences less frequently
Use Sentences Less Frequently

Jerry Weissman

“The only time you need a sentence is when you need to demonstrate verbatim accuracy.”

use sentences less frequently1
Use Sentences Less Frequently

Jerry Weissman

“A full sentence almost always causes word wrap, which requires an extra eye sweep and more work for the audience.”


Arthur Helps 1813-1875

“The very best financial presentation is one that's well thought out and anticipates any questions... answering them in advance.”

visual contrast
Visual Contrast

Contrast for emphasis

Contrast for readability

Light text on dark background (preferred)

Dark text on light background

restraint with font faces
Restraint with Font Faces

Use maximum of 3 font faces per slide

Minimize ORNATE FONTS(ornate fonts)

Minimize overused fonts(Arial, Times New Roman)

Proportional text

restraint with the visual noise
Restraint with the Visual Noise

Provide approiate background interest

Minimize backgroud clutter

Maximize the background contrast

Minimize distracting visuals and audio

Easy on the eyes

absorbing the slide in 3 to 6 seconds
Absorbing the Slide in 3 to 6 seconds

One concept per slide


Mimimal eye sweeps

The audience is lazy

message and interest
Message AND Interest

Left Brain





Right Brain






k i s s

Norman Rockwell

One message per presentation

One concept per slide


Pictures and graphics

Less is more

Audience is lazy

media can strengthen your message
Media Can Strengthen Your Message
  • Uses multiple communication channels
  • Uses multiple cognitive styles
  • Provides change of pace
  • Reinforces your message or offers alternative point of view
  • Demonstrates your mastery of media
media can also weaken your message
Media Can Also Weaken Your Message
  • Inappropriate
  • Lengthty
  • Boring
  • Incomprehensible
  • Offensive

Abbie Hoffman 1936-1989

“Never impose your language on people you wish to reach.”


Excite Your Audience!

end of section

End of Section

Design Skills 2:

Designing a Presentation