Graphics Programs Reference
In-Depth Information
attention back to the presenter.
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As a result of reading the billboard, advertisers hope to influence the viewers' thoughts
or have them take action. This applies to presentation slides as well. I am not suggesting
that you literally copy the style of a Nike sign or an Apple billboard, but you can
incorporate the same principles for the displays used in your live talks that designers use
for billboards and other “glance media.”
Most people couldn't care less about a billboard or the signs outside a store, but you're
different. You're on a journey to learn from your visual environment. So you slow down
and you pay attention to “the design of it.” You notice the elements such as color, size,
shape, line, pattern, texture, emptiness, alignment, proximity, contrast, and so on and
how the use of these elements contributes to the effectiveness or failure of the design.
Identifying with package design
For many companies, the ROI (return on investment) for package design is much better
than for advertising. Packaging is that important. The fundamental functions of
packaging include ease of transport (such as bottled tea or a FedEx box), protection,
and, of course, identity and communication. In addition, customers have visceral
reactions to the visual design of the package itself. Poor package design can
overshadow the otherwise good content that may lurk inside. Most successful
companies pay close attention to the design of their packaging. You can find lessons
hidden in those designs if you take the time to look closely. Here are just two examples
from right here in my home in Osaka.
