Graphics Programs Reference
In-Depth Information
noticing danger, spotting food, and locating a mate. Seeing differences, and being able
to quickly act on them, was as important for survival in our evolutionary history as it is
today. We are visual beings and taking note of contrast and affinity—that is, differences
and similarities—plays a large role in how we make sense of the world.
The typical bullet point-filled slide fails to take advantage of an audience's great
capacity to understand visuals while also listening to a presenter's words. People cannot
read loads of text and listen to someone speak at the same time. They can, however,
listen to a presenter and look at quantitative and supportive visuals. In this way, the visual
amplifies the narration.
Many ineffective slides can be improved by simply making it clear to the viewer what is
important and what is less important. Guiding viewers with purposeful choices in the
design and leading the viewers' eyes with clear focal points in a slide presentation takes
better advantage of the audience's natural ability to process visual information quickly.
The photo on the opposite page is of
Agalychnis callidryas
or the red-eyed tree
frog. This cute little reptile really jumps out at you, doesn't he? Paradoxically, his
colors act as a defense, allowing him to blend into his natural environment rather
than stand out. But I think he makes a good little mascot for this chapter. His large
eyes remind us that vision is our most powerful sense. His remarkable coloring and
shapes remind us that we're really good at noticing patterns and differences,
especially in things that are unusual to us like the red-eyed tree frog.
Differences Provide Context and Meaning
We naturally pay attention to—and in many cases are stimulated by—things that change
due to differences created. Change is essential to life and to good stories, art, and
design. In music, for example, you'll find that in just one song, numerous changes may
occur that engage you and take you on a journey. Sometimes the music can be fast and
lively (allegro), at other times slower (adagio). Sometimes the notes are short and
detached from each other (staccato), and at other times the notes are played more
smoothly (legato). And a single piece of music may have key changes, time-signature
changes, and so on. When these differences occur in the music, a story is unfolding in
much the same way that a well-designed presentation unfolds.
The art of storytelling
Life is about conflict and resolution, about problems and obstacles, and then overcoming
those problems. In the real world, if you have no contrast or no change—if there are no
“highs” or “lows”—you have about the dullest life imaginable. Likewise, in design, if
everything is the same, then where is the story in that? Unless your intention is to
produce a presentation that goes unnoticed, creating changes and clear differences is
essential.
Yet similarity is important, too. If everything is different, then contrast is weakened. If
