the presentation design crash course
TRANSCRIPT
PRESENTATION DESIGN
CRASH COURSE
the beginner’s guide to creating beautiful, impactful and thoughtful presentations.
HI!I WRITE ABOUT MARKETING/BRANDING FOR HONIGMAN MEDIA AND IDEONAND TEACH DIGITAL MARKETING AT GENERAL ASSEMBLY
I’M JOE GELMAN
STORYTELLING RHETORIC DESIGN1 2 33 ELEMENTS OF GREAT PRESENTATIONS
STORYTELLING1
STORIESHUMAN BEINGS ARE NATURALLY RECEPTIVE TO
GREAT STORYFROM A YOUNG AGE, WE LOVE A
“SHARED FICTIONS
“HUMANITY’S ASTOUNDING ABILITY TO COOPERATE IS DUE TO OUR ABILITY TO BELIEVE IN
watch the talk →
– Dr. Yuval Harari
IN THE REAL-WORLD THERE ARE NO SUCH THINGS AS…
MONEY BORDERS LAWS
THE STORIESWE TELL OURSELVES LIE AT THE HEART
OF OUR SHARED IDENTITIES
“BASIC SHAPES
“ALL GREAT STORIES THROUGHOUT THE HISTORY OF WRITING HAVE ALL SHARED ROUGHLY THE SAME
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–Kurt Vonnegut
“ALL GREAT PRESENTATIONS SHARE
“AFTER LOOKING AT HUNDREDS OF PRESENTATIONS I FOUND THE SAME BASIC SHAPE
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–Nancy Duarte
PROGRESS IS RELATIVE…
COMPARE THE WORLD AS IT IS WITH WHAT IT COULD BE
I LOOKED AT A LIST OF THE MOST FAMOUS FIRST LINES IN LITERATURE AND FOUND
THAT GREAT AUTHORS DO THIS TOO!
“All happy families are alike; each unhappy family is unhappy in its own way.”
– ANNA KARENINAleo tolstoy
“It was a bright, cold day in April, and the clocks were striking thirteen.”
– 1984george orwell
THIS CONTRAST WILL MAKE YOUR MISSION CONVINCING
2RHETORIC
“The purpose of presentation design is to Inform, Delight & Persuade”
RHETORICAL TRIANGLEARISTOTLE DEVISED A SYSTEM CALLED THE
RHETORICAL TRIANGLEPATHOS
LOGOSETHOS
RHETORICAL TRIANGLEEMOTION
LOGICTRUST
GREAT PRESENTATIONS NEED ALL THREE OF THESE ELEMENTS TO BE THROUGHLY CONVINCING
LOGIC ALONE WILL NEVER CONVINCE ANYONE!
IF IT DID, NO ONE WOULD SMOKE
• BULLETS• KILL • ATTENTION
NOT JUST BECAUSE THEY ARE VISUALLY UNEXCITING…
…BUT ALSO BECAUSE THEY MISS 2/3 KEY APPEALS
GREAT STORYTELLING WILL APPEAL TO EMOTION
AND GREAT DESIGN WILL CONVEY TRUST
3DESIGN
FIRST THINGS FIRST, LET’S COVER THE BASICS
COMPOSITION
NOTICE THE POINTS OF INTEREST WHERE THE LINES INTERSECT
The Last Supper Leonardo DaVinci
THIS FRAMEWORK IS CALLED THE RULE OF THIRDS AND IT’S A GREAT WAY TO MAP OUT YOUR SLIDES
LOOK! I PRACTICE WHAT I PREACH!
MULTIPLY THE IMPACT OF YOUR POINTS OF INTEREST, BY GIVING THEM
PLENTY OF BREATHING ROOM
MULTIPLY THE IMPACT OF YOUR POINTS OF INTEREST, BY GIVING THEM
PLENTY OF BREATHING ROOM
ALL THESE UNOCCUPIED SQUARES
THIS IS REFERRED TO AS
NEGATIVE SPACE
COLOR
THIS IS THE COLOR WHEEL. IT’S A CONVENIENT WAY FOR ARTISTS AND DESIGNERS TO DIAGRAM THE RELATIONSHIPS OF COLORS AND TO IDENTIFY HARMONIOUS PAIRINGS
Fun Fact: The color wheel was first introduced by Isaac Newton in 1672
THE COLOR WHEEL
ANALOGOUS
THIS WORKS
COMPLEMENTARY
THIS WORKS
IN FACT, I USED A COMPLIMENTARY COLOR SCHEME FOR THIS PRESENTATION
CONTRAST
THE DUTCH MASTER JOHANNES VERMEER INTUITIVELY UNDERSTOOD THE POWER OF CONTRAST.
JUST LOOK AT THE DRAMA THE INTENSE LIGHTING OF THE FACE ACHIEVES BY BEING SET AGAINST A DARK BACKGROUND
I RAN A PHOTOSHOP FILTER THAT AVERAGED THE COLORS AND IT’S CLEAR JUST HOW BRIGHT THE FACE IS.
BUT LOOK AT HOW MUCH DARKER THIS COLOR LOOKS IN ISOLATION. THE CONTRAST OF THE BACKGROUND IS WHAT MADE IT IMPACTFUL.
Looks much darker now, no?
TYPOGRAPHY
Serif
Sans Serif
Garamond 60pt goes great with Helvetica. Since Helvetica is very rigid and Garamond is calligraphic the contrast works nicely. Notice how neither one distracts from the other; instead the two fonts complement each other wonderfully.
HELVETICA 120pt
Once you’ve set your type using a harmonious grouping of timeless fonts, accentuating this contrast with a nice complimentary color scheme simply sets your work over the top.
HELVETICA 120pt
NEUE HAAS UNICAIowan Old Style
IN CASE YOU WERE CURIOUS, HERE ARE THE
TYPEFACES I ACTUALLY USED
“Learn the rules like a professional, so you can break them like an artist.”
–Pablo Picasso
SIMPLICITYSIMPLICITYSIMPLICITY
NO MORE THAN SIX WORDS PER SLIDE NO LOWER THAN 60 POINT FONT*
*I only broke this rule because I’m not giving the talk in person. Again, break rules only once you know ‘em well.
WHEN IN DOUBT TAKE IT OUT!
LOOK AT HOW DRAMATICALLY IMPROVED THIS SLIDE WAS
ONCE IT WAS SIMPLIFIED
SOURCE: Presentation Zen Garr Reynolds
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