In your face marketing and
selling, visual communication dynamics, overwhelmingly influence our thinking
and behavior. We are dynamically visual beings by nature. The eye is the most
powerful information conduit to the brain -- continually feeding us images that
create our perception of the world and shapes how we think, behave and respond.
We think and dream in picture and images and the words we hear are processed
and transformed into mental pictures. Images and sounds dominate human communication
and as consumers we have come to expect media rich, entertaining dynamic visuals
in advertising and marketing materials. What was once a trip to a shopping mall
to purchase goods and services has turned into a visual entertainment event.
Technology, computers, and
media arts have influence several generations who have come to expect every
newspaper, magazine, video, post card and direct mail letter to bloom into full
living color and MTV action.
It's no longer adequate
to think that when making sales & marketing presentations, or presenting seminars,
that we can communicate simply by painting word pictures and giving third party
testimonials or stories of our products and services. Our customers want and
expect quick conveyance of information and have a clear preference for pictures
that show facts, features and benefits. Using the right visuals communicate
faster, clearer, better and advantages the presenter in one-on-one presentations
or group presentations.
The technology driving visual
communication is only going to become more explosive for improved graphics and
images that are far more effective than words or numbers for communicating concepts
and ideas. Global business communication is enhanced with symbols and images
and will expand the sphere of business contacts and potential business.
In this escalating, robust,
explosion of visual communication, we find that, for those of us, in the presentation
business - sales, marketing, customer service, negotiations, training and speaking
requires new skill sets to be competitive. We must let the artist within come
out and step outside the traditional box of word communications only. Therefore,
we must rewire our thinking - that is our visual thinking. When making presentations
of any kind. We have to remember that every presentation we make is not simply
a matter of sharing information - it's about communicating effectively to persuade,
influence, initiate change, sell a product, motivate, and create involvement.
Here are ways to assist
you in moving outside the traditional box of word communications for creating
more effective visual communication dynamics.
1. Study the trends of high
impact TV commercials and magazine ads. Observe the orientation and dynamics
of color, design, sound, images and speed.
2. Take an existing power
point presentation and redesign it using symbols and images only to covey your
message. Experiment with color schemes and layouts.
3. Use 3-D graphics and
java to dramatize numbers -- so that they jump out at the viewer.
4. Construct the same presentation
several times. Using a combination of symbols, pictures, video, java, layout,
color schemes and words.
5. For international business
presentations, design you presentation using the color most associated with
the country you're presenting to. Example: Mexico's dominant colors are green
Visual presentations dynamics
will only become more important as technology expands global business. Media
rich presentation will be a primary differentiation for those companies that
adopt visual thinking.