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Your Presentation Design Crash Course

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PRESENTATION DESIGN CRASH COURSE the beginner’s guide to creating beautiful, impactful and thoughtful presentations.


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HI! I’M JOE GELMAN I WRITE ABOUT MARKETING/BRANDING FOR HONIGMAN MEDIA AND IDEON AND TEACH DIGITAL MARKETING AT GENERAL ASSEMBLY


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3 ELEMENTS OF GREAT PRESENTATIONS 1 2 3 STORYTELLING RHETORIC DESIGN


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1 STORYTELLING


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HUMAN BEINGS ARE NATURALLY RECEPTIVE TO STORIES


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FROM A YOUNG AGE, WE LOVE A GREAT STORY


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HARDWIRED THE HUMAN BRAIN IS TO CRAVE STORIES read the article →


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COOPERATE IS DUE TO OUR ABILITY TO BELIEVE IN “ “ SHARED HUMANITY’S ASTOUNDING ABILITY TO FICTIONS – Dr. Yuval Harari watch the talk →


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IN THE REAL-WORLD THERE ARE NO SUCH THINGS AS… MONEY BORDERS LAWS


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IN THE REAL-WORLD THERE ARE NO SUCH THINGS AS… THE STORIES WE TELL OURSELVES LIE AT THE HEART OF OUR SHARED IDENTITIES MONEY BORDERS LAWS


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IF IDEAS ARE LIKE VIRUSES STORIES ARE HOW WE MAKE THEM CONTAGIOUS


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IT ONLY MAKES SENSE THEN THAT ALL MARKETERS ARE STORYTELLERS … buy the book →


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ALL GREAT BRANDS ARE NOTHING MORE THAN GREAT STORIES


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GREAT PRESENTATION SKILLS CAN HELP TELL YOUR STORY


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HOW CAN YOU MAKE YOUR STORIES MORE EFFECTIVE?


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YOU PAY ATTENTION TO THEIR SHAPE


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“ BASIC ALL GREAT STORIES THROUGHOUT THE HISTORY OF WRITING HAVE ALL SHARED ROUGHLY THE SAME “ SHAPES –Kurt Vonnegut watch the talk →


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Recognize this story? GOOD START END BAD


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SIMILARLY, GREAT PRESENTATIONS ARE MADE BY JUXTAPOSING GOOD vs. BAD


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PRESENTATIONS I FOUND THE SAME BASIC SHAPE ALL GREAT “ “ AFTER LOOKING AT HUNDREDS OF PRESENTATIONS SHARE –Nancy Duarte watch the talk →


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PROGRESS IS RELATIVE…


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COMPARE THE WORLD AS IT IS WITH WHAT IT COULD BE


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I LOOKED AT A LIST OF THE MOST FAMOUS FIRST LINES IN LITERATURE AND FOUND THAT GREAT AUTHORS DO THIS TOO!


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“All happy families are alike; each unhappy family is unhappy in its own way.” – ANNA KARENINA leo tolstoy


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“It was a bright, cold day in April, and the clocks were striking thirteen.” – 1984 george orwell


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THIS CONTRAST WILL MAKE YOUR MISSION CONVINCING


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2 RHETORIC


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“The purpose of design is to Inform and Delight” –Milton Glaser


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“The purpose of presentation design is to Inform, Delight & Persuade”


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ARISTOTLE DEVISED A SYSTEM CALLED THE RHETORICAL TRIANGLE


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RHETORICAL TRIANGLE PATHOS ETHOS LOGOS


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RHETORICAL TRIANGLE EMOTION TRUST LOGIC


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GREAT PRESENTATIONS NEED ALL THREE OF THESE ELEMENTS TO BE THROUGHLY CONVINCING


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make you ould this ad W t a Big Mac? wan


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LOGIC ALONE WILL NEVER CONVINCE ANYONE!


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IF IT DID, NO ONE WOULD SMOKE


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THE TRUTH OF THE RHETORICAL TRIANGLE IS WHY ANTI-SMOKE ADS LOOK LIKE THIS


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• BULLETS
 • KILL • ATTENTION


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NOT JUST BECAUSE THEY ARE VISUALLY UNEXCITING…


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…BUT ALSO BECAUSE THEY MISS 2/3 KEY APPEALS


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GREAT STORYTELLING WILL APPEAL TO EMOTION


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AND GREAT DESIGN WILL CONVEY TRUST


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3 DESIGN


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FIRST THINGS FIRST, LET’S COVER THE BASICS


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COMPOSITION


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NOTICE THE POINTS OF INTEREST WHERE THE LINES INTERSECT The Last Supper Leonardo DaVinci


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THIS FRAMEWORK IS CALLED THE RULE OF THIRDS AND IT’S A GREAT WAY TO MAP OUT YOUR SLIDES


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LOOK! I PRACTICE WHAT I PREACH!


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MULTIPLY THE IMPACT OF YOUR POINTS OF INTEREST, BY GIVING THEM PLENTY OF BREATHING ROOM


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ALL THESE UNOCCUPIED SQUARES MULTIPLY THE IMPACT OF YOUR POINTS OF INTEREST, BY GIVING THEM PLENTY OF BREATHING ROOM THIS IS REFERRED TO AS NEGATIVE SPACE


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COLOR


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THE COLOR WHEEL THIS IS THE COLOR WHEEL. IT’S A CONVENIENT WAY FOR ARTISTS AND DESIGNERS TO DIAGRAM THE RELATIONSHIPS OF COLORS AND TO IDENTIFY HARMONIOUS PAIRINGS Fun Fact: The color wheel was first introduced by Isaac Newton in 1672


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ANALOGOUS


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THIS WORKS


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COMPLEMENTARY


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THIS WORKS


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IN FACT, I USED A COMPLIMENTARY COLOR SCHEME FOR THIS PRESENTATION


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CONTRAST


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AS VISUAL CREATURES, HUMAN BEINGS ARE PATTERN-RECOGNITION MACHINES


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SO WHEN A PATTERN IS BROKEN WE TAKE NOTICE: IT STANDS OUT BETTER


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THE MORE WAYS YOU CAN CONTRAST THE BIGGER THE IMPACT WILL BE


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THE DUTCH MASTER JOHANNES VERMEER INTUITIVELY UNDERSTOOD THE POWER OF CONTRAST. JUST LOOK AT THE DRAMA THE INTENSE LIGHTING OF THE FACE ACHIEVES BY BEING SET AGAINST A DARK BACKGROUND


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I RAN A PHOTOSHOP FILTER THAT AVERAGED THE COLORS AND IT’S CLEAR JUST HOW BRIGHT THE FACE IS.


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 BUT LOOK AT HOW MUCH DARKER THIS COLOR LOOKS IN ISOLATION. 
 THE CONTRAST OF THE BACKGROUND IS WHAT MADE IT IMPACTFUL. Looks much darker now, no?


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TYPOGRAPHY


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Serif


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Sans Serif


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QUALITY SERIFS Times New Roman Bodoni Georgia Garamond


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QUALITY SANS SERIFS Avenir Futura Helvetica Gill Sans


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HELVETICA 120pt Garamond 60pt goes great with Helvetica. Since Helvetica is very rigid and Garamond is calligraphic the contrast works nicely. Notice how neither one distracts from the other; instead the two fonts complement each other wonderfully.


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HELVETICA 120pt Once you’ve set your type using a harmonious grouping of timeless fonts, accentuating this contrast with a nice complimentary color scheme simply sets your work over the top.


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YOU MIGHT HAVE NOTICED THAT I DIDN’T USE THE TYPEFACES I RECOMMENDED


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IN CASE YOU WERE CURIOUS, HERE ARE THE TYPEFACES I ACTUALLY USED NEUE HAAS UNICA Iowan Old Style


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“Learn the rules like a professional, so you can break them like an artist.” –Pablo Picasso


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SIMPLICITY


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MOST CRAPPY SLIDES SUCCUMB TO DATA OVERLOAD


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ESPECIALLY WHEN IT COMES TO DATA VISUALIZATION STRIP ALL UNNECESSARY DETAIL


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“The best design is as little design as possible.” –Dieter Rams


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FOR TEXT, FOLLOW GUY KAWASAKI’S 6/60 RULE


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NO MORE THAN SIX WORDS PER SLIDE NO LOWER THAN 60 POINT FONT* *I only broke this rule because I’m not giving the talk in person. Again, break rules only once you know ‘em well.


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WHEN IN DOUBT TAKE IT OUT!


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LOOK AT HOW DRAMATICALLY IMPROVED THIS SLIDE WAS ONCE IT WAS SIMPLIFIED SOURCE: Presentation Zen Garr Reynolds


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THANKS FOR READING! KEEP IN TOUCH! Follow Write Me Connect JoeGelman.com


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