visual persuasion

Visual PersuasionHow to explain & engage with pictures

Ernie Svenson

1 hour Schedule of Presentation

Why visuals

‣ Pictures are primary

‣ Pictures and graphics help us understand and remember

‣ Pictures are “Brain Rule” friendly

4:00 – 5:00 pm

Why visuals

‣ Pictures are primary

‣ Pictures and graphics help us understand and remember

‣ Pictures are “Brain Rule” friendly

Visual grammar

‣ Effective visuals help combat information overload

‣Data needs to be put in context, and a visual context is best

‣What design principles do we need to know?

4:00 – 5:00 pm

Part 2: Visual Grammar

Basics & Ethics In practice

‣ Pictures are primary

‣ Pictures and graphics help us understand and remember

‣ Pictures are “Brain Rule” friendly

Visual grammar

‣ Effective visuals help combat information overload

‣Data needs to be put in context, and a visual context is best

‣What design principles do we need to know?

‣ Typography is a good place to start

‣Words need to be balanced too

‣ Trial Display: how to do it right

‣Use visuals in mediations too.

Part 3: Putting visuals in practice

– Guy Kawasaki

10-20-30 Rule‣10 Slides or less

‣20 Minutes or less

‣30 pt Type or larger(this is 30 pt type)

Gettysburg Address(what if Lincoln had used Powerpoint?)

US Military Powerpoint

Why visuals

‣ Pictures are primary for humans

‣ Pictures and graphics help us understand and remember

‣ Pictures are “Brain Rule” friendly

4:00 – 5:00 pm

Part 1: Why visuals matter

Picturesare primary

Bison picture: Altamira Cave25k years old

Altamira Cave (Cir. 25,000 B.C.)

Another bison picture from Altamira caves

Da Vinci - working out human form dimensions

Leonardo da Vinci - 1500 A.D.

daVinci head drawing: working out dimensions

Leonardo da Vinci - 1500 A.D.

da Vinci’s notebook: thinking in pictures

Leonardo da Vinci - 1500 A.D.

modern icons: we know the fundamental

language is pictures

Modern iconography

This is because half our brain storesinformation this way

Verbal / Visual

We learned to read faster with pictures

Learned to read words with pictures

Brain Rules

Brain Rules book

27

BoringWe don’t pay attention to boring things. We like emotional engagement: fear, sex, pattern matching stimuli work best.

28

RepeatRepetition helps us remember. Memories are volatile, and to keep them we need to reinforce them (or have them reinforced)

29

VisualsVision trumps all the other senses. Your brain wants to see, and it likes to gather information in the form of a story.

30

Multi-sensoryThe more senses you stimulate the faster our audience understands and remembers.

Back of the Napkin bookHelps us relearn how to

“Think visually” even with stickfigures

Back of the Napkin– Dan Roam

Napkin example of stick figuresKey Point: try to reactivateyour right side to help you

learn to communicate betterwith visuals (doesn’t requirefancy computer equipment)

Drawing stick figures is good enough

The Mind Map Book– Tony Buzan

Picture: Firehose drinking

Informationmanagement

Info Anxiety - another good bookto use to start activating your “right side”

Information Anxiety– Richard Saul Wurman

Data > Information > Knowledge > Wisdom

First, you have to pay attention

Gorilla hidden in plain sight(if it doesn’t get our attention

we don’t even have a chance to learn)

How could you miss the gorilla?

Why visuals

‣ Pictures are primary for humans

‣ Pictures and graphics help us understand and remember

‣ Pictures are “Brain Rule” friendly

Visual grammar

‣ Information overload is a problem; effective visual communication is an answer

‣Data needs to be put in context, and a visual context is best

‣What design principles do we need to know?

4:00 – 5:00 pm

Part 2: Visual Grammar

Design Rules

2 Books: Universal Principles of Design

Graphics for Business

Clutter

Stimulating but not in a good way

Shuttle Challenger & Data Obfuscation

Challenger

Example of actual data Shuttle engineers looked at

NASA engineers notes re: O ring problems

‘O’ Ring Problems

Flight Date Temp °F Erosion Blow-by Damage Index

1 Apr. 1981 66° 0

2 Nov. 1981 70° 1 4

3 Mar. 1982 69° 0

5 Nov. 1982 68° 0

6 Apr. 1983 67° 0

41-B Feb. 1984 57° 1 4

41-C Apr. 1984 63° 1 2

51-A Nov. 1984 67° 0

51-C Jan. 1985 53° 3 2 11

51-D Apr. 1985 67° 0

61-C Jan. 1986 58° 1 4

sort by date

‘O’ Ring Problems

Flight Date Temp °F Erosion Blow-by Damage Index

2 Nov. 1981 70° 1 4

3 Mar. 1982 69° 0

5 Nov. 1982 68° 0

6 Apr. 1983 67° 0

51-A Nov. 1984 67° 0

51-D Apr. 1985 67° 0

1 Apr. 1981 66° 0

41-C Apr. 1984 63° 1 2

61-C Jan. 1986 58° 1 4

41-B Feb. 1984 57° 1 4

51-C Jan. 1985 53° 3 2 11

sort by temperature

‘O’ Ring Problems

0

3

6

9

12

15

70° 69° 68° 67° 66° 63° 58° 57° 53°

ErosionDamage

Temp °F

Charts

Example #1 - Bad Chart

Example #2 - Better Chart

Example #3 - Event Better Chart

Example #4 - Advanced Chart Design

Example #5 - Another Advanced design

Bad Pie Chart / Good Pie Chart

Bad Table Chart / Good Table Chart

Resonance

picture of ad with disfigured woman who wasn’t killed by a

drunk driver

Color

Various color palettes

Balance

Golden Ratio

Rule of Thirds

Ali Fighting picture

Coherence

Avoid Incoherence:Picture of red checkand green stop icon

Hippo picture matches the

nameof the dance studio (Hip) and helps

reinforce the memory of the

name

Leading the Eye

Sushi symmetrically placed

Sushi asymmetrically placed to right

Dominance

2 girls: one with red dress (which tends to

makepeople perceive her as more attractive) and

otherin blue dress. With men

red is dominance.

Basics & Ethics In practice

‣ Pictures are primary for humans

‣ Pictures and graphics help us understand and remember

‣ Pictures are “Brain Rule” friendly

Visual grammar

‣ Information overload is a problem; effective visual communication is an answer

‣Data needs to be put in context, and a visual context is best

‣What design principles do we need to know?

‣ Typography is a good place to start

‣Words need to be balanced too

‣ Trial Display: how to do it right

‣Use visuals in mediation too

Part 3: Putting visuals in practice

Typography

The Mac is not a Typewriter– Robin Williams

Abou

t Type

Serif

Sans

Serif

Sizematters

Can you read this?64 Point

48 Point36 Point

24 Point

Size affects reading comprehension

QuotesThe typographer must analyzeand reveal the inner orderof the text, as a musician must revealthe inner order of the music heperforms.”

“

Robert Bringhurst

QuotesThe typographer must analyze and reveal the inner order of the text, as a musician must reveal the inner order of the music he performs.”

“

Robert Bringhurst

White SpaceLess is more

picture of oriental woman with minimaltext

Another slide with minimal text and lots of white space

for LawyersTypography

DocumentsTypography for Lawyers

– Matthew Butterick

– Website: www.typographyforlawyers.com

– Book: $25 on Amazon

– Principles of design for legal documents

– How to create a proper caption

– Effective letterhead design

Trial

$695

~$600

Trial Presentation Software1

2

RecommendScott NewnamEvidence Mgt

$89

WhenOpening statementWitness testimonyClosing statement

The Smith ContractPlaintiff shall givewritten notice...within 10 days

ProofContractTimely noticeDamages

43

4 x 3 dimension graphic

example of picture not filling the screen

image cropped to fit the screen

Mediation

Image of small group hovering around a computer

Image of priest consoling (use this to say “I’m sorry” but I’m done)

Image: Empty toilet roll (“it’s over”)

Ernie Svenson - ernie@paperlesschase.com

email: ernie@paperlesschase.commaterials: http://bit.ly/WgTMan