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Use Visual Aids That Work For, Not Against, You

Visual aids are standard fare in presentations these days. And with good reason. Audience retention more than doubles when visual aids are used, compared to speech only. Plus modern technology makes it easier than ever to produce high quality slides and displays.

But high tech doesn’t equal high touch. Most consultants still fail to create visual aids that complement rather than compete with their message. Here’s how to avoid some of the common mistakes:

Don’t make your audience read. Keep this fact in mind: People can’t read and listen at the same time. Your slides should contain few words. Use short phrases, not sentences. Better still, use simple graphics in place of words.

Stick to one main point per slide. Each time you flash the next image on the screen, there is a momentary—if slight—peak in interest from your audience. The longer the image remains on the screen, the less effective it becomes, unless you are explaining it further. Limit your slides to one central thought. Use no more than four or five related bullets, typically. Again, keep them simple.

Plan on four minutes per slide. This is a general guide to help you determine how many slides you should have for the allotted time. Four minutes assumes there will be some dialogue with the audience. If you’re using additional visual aids or other deviation from the slides, adjust as appropriate. 

Balance consistency and variety. Your slides should have a consistent background and general color scheme, but avoid being too predictable. Mix pictures, graphics, and words to retain interest. Many technical professionals use bullet slides almost exclusively. This can be counterproductive. I would suggest adding pictures or graphics to even word slides to relieve the monotony.

Consider other visual aids besides slides. Use of PowerPoint has reached a saturation point (largely due to misuse and poor design). So it’s worth considering other options, typically to use as a complement to your slides. These include posters, handouts, props, plan sets. Don’t make your choice arbitrarily; design your presentation first and then decide what visual aids will work best.

Don’t allow your visuals to take center stage. To quote the title of a book by speech writer Roger Ailes, you are the message. Avoid standing in the dark while your computer-generated images capture all the attention. Don't turn to read from them either. Make judicious use of slide animations. Consider inserting a few black slides a key points to bring the focus back to you.

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