visual persuasion
DESCRIPTION
Why visual imagery and design help us understand and remember, and how lawyers can learn to use design principles to craft clearer, more compelling presentations.TRANSCRIPT
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 - [email protected]
email: [email protected]: http://bit.ly/WgTMan