Presenting Smart: What Story Do Your Graphics Tell?
June 06, 2008
By John Windsor
You've heard it from probably a thousand sources. "Use graphics, use graphics, use graphics." "Make your presentation interesting by including some pictures." "A picture paints a thousand words."
True, but …a bland, boring, cheesy picture paints a thousand words about how dull and unimaginative your presentation is going to be. You've seen (and maybe used?) lots of these—two hands shaking, someone with a BIG smile giving a "thumbs up," or any variation on a group of smiling business people pretending to be a happy team.
In fact, any image that doesn't help illuminate an idea or make something easier to understand is bad news. A picture of your headquarters? Useless, that is unless you're selling the building. Pictures relating to the industries you serve? Just visual noise if there's not some specific relevance to what you're talking about.
And that's the key: Relevance. If you can find something that’s relevant to your audience, by all means use it. But if you’re just looking slide-filler, it's better to not even use a picture. Instead, take a word from your message (like "Relevance," for example) and turn it into a visual element by making it standout.
Since pictures are a hot item, however, let's look at a few examples. The images below are available from iStockphoto, which is an inexpensive source for visuals, both great and mediocre. (Note: I have no proprietary interest in iStockphoto. I just use the service frequently.)
As photographs go, this is very well executed (great lighting, well-composed, etc). As a story, though, it's tired and overworked. If you do a search on "handshake" in iStockphoto, you'll find 3625 pictures. The one above has been downloaded 3255 times (Maybe you've seen it?). Meanwhile, does it say anything or help advance your story? Probably not. The strongest way to express the underlying idea is merely to say it in a heartfelt way.
Here's a different look at the same thing; this has been downloaded 3520 times. I'm fond of this photographer, but I'm not crazy about this image. The hands look very forced. The arms looked strained, which adds to the viewer's discomfort. And, is this a picture of grasping hands or being overwhelmed by towering buildings? I'm pretty sure this image wouldn't help your case. (To add to the weirdness, those are their left hands. What's up with that?)
One way you can transform a tired image is by using it in a scene or adding other elements. Here's something I constructed to illustrate a blog post last year ("More Help for Job Hunters").
If I had used the photo alone, it would've added nothing to the story, and probably would've started the readers off with a yawn. (Not the way we want people to engage with our ideas, right?) By adding the thought bubbles, however, readers get a fun sense of what's to come before they even start reading.
Here are some other considerations:
• Think about why you're using graphics at all. What exactly needs amplification?
• Don't just settle for something because you can't find the image you want. Try combining elements to transform an otherwise cheesy image. This is more easily done when there's a white background behind the subject. Here's an example from a post I created at The YouBlog.
• White backgrounds help break things out of standard cheesy-photo mode (though a white background is no guarantee of a break-through image).
• Use photos instead of clip art illustrations whenever you can—unless the illustrations are done by a professional and are either quite unique or were developed specifically for your project.
• When trolling through iStockphoto or similar sources, be on the lookout for images that jump out at you—those that stop your eye and make you think. They'll likely have the same effect on your audience.
Here's an example of a wonderful alternative to the “happy team” or “happy customer” shot:
It expresses the joy and enthusiasm a happy team or happy customer might be feeling, but in a far more memorable and unique way than a couple of grinning faces or a "thumbs up." There's also a lot of space to the left onto which you can add a few words, to help nail your message.
Author's Note: There are even more areas to consider regarding the visual message you're sending. Read "Hazardous Materials" at John's YouBlog for more tips.
John Windsor, an online columnist for Sales & Marketing Management, is President of Creating Thunder, a Boulder, Colo.-based communications training and consulting company. As author of the popular YouBlog, John offers a unique mix of innovation, communications, sales and marketing ideas. An award-winning marketer, John has held vice president positions in marketing, sales, and business development and has worked with companies like American Express, Reuters, Staples, and Knight-Ridder.
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