SlideMagic Blog

The longer I use my iPhone, the fewer the apps change that I frequently use. So while these apps have been sitting for a long time on my phone home screen, I still make frequent mistakes in tapping the right one. Some lessons here that are also applicable to presentation design.

• Colour is the first differentiating factor I look for (and the reason I make most mistakes: Apple Music and Strava, Twitter and Skype)
• Cacophonies of colours do not work, newsstand, photos, are all recognised as colourful clutter
• Complicated graphics, or trying to fit in typography does not work. Very simple shapes stand out. And surprisingly, shadows of human postures (Amazon Kindle, the local taxi hail app), the brains is somehow trained to recognise these.

Maybe not very original, but this concept worked nicely in a client presentation (something related to lowering customer acquisition cost).

UPDATE: A variant of this slide design can now be downloaded from the SlideMagic store.

There is a parallel between the decline in license plate design as discussed in this article by William Morgan on Slate, and presentation slide design. Digital printing technology allows the addition of (background) graphics and unlimited use of colour. The result is a license plate that is unreadable and an ugly blob of graphical clutter on your car.

The announcement that online file storage and sharing platform Box is adding a note taking app is another indication how the world of office software is changing (and that includes presentation design).

• Work and communication styles are becoming more informal. Overloaded with information, we want to get to the point, quickly, with buzzwords or formal verbal padding.
• Documents need to be readable (and editable) on mobile devices. Even more important, people need to find a document quickly on every mobile device that happens to be closest in reach.
• People work on documents asynchronously, in different locations, and in different time zones, without the need for a time consuming meeting to discuss small changes.
• More and more senior executives will make direct edits into documents, cutting out the traditional feedback editing loops involving secretaries, junior analysts,  (who used to be the in-depth experts in Office software), and print-outs/faxes.
• Ad-hoc presentations in small groups with random/frequent interruptions grow at the expense of orchestrated, big, planned presentations where we let the speaker finish before asking a polite question.

Software needs to follow culture.

Every story has a few key messages. And a message is not something like “We are a highly flexible, customer-satisfying, and scalable platform, that delivers return on marketing investment.” Things need to be more specific.

For example, you have a company pitch that makes your startup sound like - yet another - social network to the ignorant outsider, and you are not. Rather than making this important point verbally, explaining around the slides, it is better to take the issue head-on: write “We are not a social network” at the top of the slide and design the most powerful visual you can think of to visualize it.

Maybe use 2 charts. One can be incredibly simple: 2 circles, one says ”Social network”, the other “Us”. Then in the next slide (using the same headline) provide factual evidence/explanation why you are not. And factual evidence is not the same as writing a long bullet point: “We are not a social network” (duplicating the headline). You need to list some sort of feature comparison between social networks and your application.

In big corporates, preparations for an important presentation often start with one person preparing the template for the presentation, emailing it around to all relevant business units to be filled out. The final presentation design is simply a matter of slapping the filled in templates together into one big, boring, 30MB, 200 page, 10-hour slide deck.

I am repeating my hobby horse here, this presentation is the problem solving deck that contains all the relevant data. The challenge now is to distill from all that information a compelling story. And that story might well have a different structure/flow for each business unit.

So, my suggested process:

1. Yes, create that template, send it out
2. Create the monster file, clean it up
3. Have a conference call with each of the business units about the data
4. Then, give them freedom to express their story in their own way, with their own slides, within a strict time constraint
5. Share the monster document as backup/bed time reading

The word template can have 2 meanings. One is the standard background layout of a slide (many use banners, logos, and other graphics, I mostly use a white page), and the second one is a series of tables and data charts without numbers and/or words in them. In this post I refer to the latter.

Problem solving in a team can be really powerful. You split up the work to save time by working in parallel. You can discuss data, findings, and ideas with your team tapping into a collective brain that is bigger than yours.

I find that designing presentations though is best done by one person who has the pen. One style, one approach, one story flow, everything gets said once, everything that should be said gets included. Multiple captains on a ship create an inconsistent story.

That is also the reason that I am not a big believer in realtime office document collaboration, a feature that many software publishers try to implement. The fact that the Internet makes it possible does not mean that it is a good thing.

Team input is important, but only one person should have the pen to incorporate them into the story.

In many presentation design projects, I start by building some sort of overview slide that is highly dense, complex, but has the whole story/solution on it. This enables me to shuffle things around, split things up, merge things, until I feel confident that I can move the other way: simplify. The designer has to go to the bottom of complexity in order to save the audience from having to do the same thing.

Before starting a presentation design project, I need some basic guidance from my clients: dark or light background, custom fonts or not, Mac or Windows. Useful information.

A few times, I made the mistake of asking design (not content) input on specific slide elements: this way of putting pictures or that way, this type of titles or that, black & white or colour. It somehow did not work. As a designer you need to select the entire design approach in a consistent way.

I sometimes see something similar in interior designs of houses: individual elements look OK, but the whole composition together does not make sense.

Mixing and matching gives mediocre results.

Here is another argument against dense bullet points.

Most business presentations today are read on a screen (increasingly a tablet), rather than watched live. You might think that bullet points are actually good for reading on a screen. They are, BUT. People have become so impatient, and overloaded with presentations that they just “page down” a document quickly, reading the headline and thinking “OK, I get it, next…” [click] [click] [click]

The only way to slow that reader down is to break up that bullet point chart in multiple slides and write the important messages clear and in her face, supported by the right visual.