260 / SPEAKING AND WRITING
Developing visual support
Behavioral scientists have known for many years that visual images
can have a powerful effect on the process of learning. In some cases,
pictures may reach people who simply don’t listen well to the spoken
word, or who may not understand what the words mean.
How does visual support help?
Behavioral scientists have found that visual
support is important in communication for
three main reasons:
•
It can help explain, reinforce, and clarify the
spoken word during a presentation. If you
can’t say something easily, you may be able
to show it to your audience.
•
Some people pay more attention to what they
see than what they hear, and can more quickly
and easily recall information and concepts
with a visual component than those that
are just spoken aloud.
•
People tend to recognize ideas most easily
when they are presented as a combination
of both words and pictures, rather than when
presented as either words or pictures alone.
of professional speakers
use PowerPoint or similar software
for part or all of their presentation
94%
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DEVELOPING VISUAL SUPPORT / 261
CHOOSE THE RIGHT CHART
Charts and graphs are a useful
way to display data. Be sure to
select the type of chart (such as a
pie chart, bar chart, or line graph)
that most clearly illustrates
any comparisons you want to
make, and use color carefully
to emphasize your point.
Tip
Choosing when to use it
Displaying information in a visual manner will enhance most
presentations, but tends to work best:
When you have new data for your audience
When the information you hope to convey is complex
or technical in nature
If your message is coming to the audience in a new context
For certain types of information—such as numbers, quick
facts, quotations, and lists
For explaining relationships or comparisons
For revealing geographical or spatial patterns
Visual support
can help explain,
reinforce, and
clarify the spoken
word: try showing
as well as telling
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262 / SPEAKING AND WRITING
Using visuals effectively
Good visuals have a number of
characteristics in common. The most
important is simplicity. The more
complex a visual display becomes,
the more difficult it is for an audience
to understand. Keep your visuals clear,
ordered, and simple when trying to
explain an important idea or relationship.
Good visuals use color to explain and
attract. Very few people tend to have
exactly the same taste in colors, but
almost everyone appreciates occasions
when colors are used meaningfully and
consistently. Certain traditions, such as
Using visuals well
Thinking
carefully about
the needs and
interests of
your audience
as you plan
your visual aids
Choosing
visuals that
capture the
essence of your
main points
Using color
in a consistent,
careful manner
so that related
items are
color-coded
and grouped
together
Making sure
your visual
support is
simple, crisp,
clean, and
uncluttered
using red numbers or bars to indicate
a loss and black ones to indicate profit,
allow audiences to quickly grasp
information. Try using a simple legend
to explain color use on your charts and
graphs; it helps the audience and will
ensure consistency and simplicity in
your visual aids.
Keep your visuals clear and
simple when trying to
explain an important idea
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DEVELOPING VISUAL SUPPORT / 263
increase in the persuasive
effect of a presentation
can be achieved by the
careful use of visual aids
40%
Limiting the
amount of text
alongside your
visuals to a few
key words: this
will produce a
more powerful
message than
wordy slides
Avoiding
generic,
or “stock”
images,
and visuals
that are only
indirectly
related to your
main points
Building up
a personal
library of
images,
symbols, and
graphics to
enhance your
messages
On important
occasions,
using a
professional
graphic
designer
to create
a polished
presentation
Although you should respect
your company’s brand guidelines,
you don’t have to be a slave to
corporate PowerPoint templates
if they result in dull, predictable
visuals. Try experimenting with
novel presentation software,
such as Prezi, or make your
own slides using your preferred
graphics software and save them
in a standard format, such as PDF.
Tip
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