33. Jon Stewart’s Right

Positioned on Purpose?

No, not Jon Stewart’s right as in “correct,” and, given the liberal point of view of the host of Comedy Central’s The Daily Show, certainly not as in “right wing.” I’m referring to Jon Stewart’s right side where he shows the video clips of people and events he satirizes or mocks. Is this positioning arbitrary or intentional?

Audiences in Western cultures read from left to right. Therefore, depending on the message you want to convey, you should design, animate, and display your presentation graphics so that they follow or fight that predisposition. Movement to the right creates positive perceptions, movement to the left negative.

In Microsoft PowerPoint animation, the left and right movements occur in two general options: between slides (Slide Transition) and within a slide (Custom Animation). Although the direction of movement is the same in each option, each has a different nomenclature. Movement to the right in Slide Transition is called “Wipe Right”; movement to the right in Custom Animation is called “Wipe from Left.” Because your audiences’ eyes are accustomed to the left-to-right movement, make your default animation follow that same natural movement.

Movement to the left in Slide Transition is called “Wipe Left”; movement to the left in Custom Animation is called “Wipe from Right.” When you want to send a negative message such as the shortcomings of competing products, past problems your company has conquered, or market forces that pose major obstacles for your industry, use this counterintuitive effect.

Moreover, whenever you present, be sure that the screen on which you display your slide show—whether a large projection screen or a small laptop—is located to your left as you face your audience. This positioning creates that familiar left-to-right movement for your audience. Every time you click to a new slide, their eyes will travel from you to your image in a smooth, fluid movement. If you present with the screen to the right, every new slide will cause your audience to make a resistant move to the left that will force them to read backwards—a larger problem when your slide is composed of text.

Jon Stewart positions the images of the targets of his humor to his right, forcing his audiences to move to the left—with friction—to take in the images. Friction in the movement produces a fractious perception.

Is this positioning arbitrary or intentional? Is Jon Stewart sending us a message?

To use the words of one of his favorite targets, “You betcha!”