We’ve all felt the pain of report rejection, creating a beautiful presentation only to have it ignored or forgotten. It is not because your work was bad, or even that your readers don’t care. It is simply that the majority of people’s attention is so fragmented due to multitasking that in order to get them to listen, you have to simplify, visually represent the information as much as possible or just be really, really interesting.
This is a collection of communication insights gathered “in the trenches” of the INSPIRE/Visual Communication wing of lil’ ole’ Seek. After all, we really care and are – no kidding - devoted to deep people understanding!
Here are a few things to keep in your hat when thinking about...
1_Data
Graphs are good for providing context or proving a point. They should be employed as an eye-catching appetizer, never as the main course. Let’s face it, those old Excel bar graphs are a bit bland. Next time, try customizing your graph to the subject. If we’re talking about number of units shipped, use little trucks as your data points. Also, who says pie charts have to look like pies? I’ve seen pie charts that looked like countries, buildings, and even people.
For examples of great graphs and charts, check out informationisbeautiful.net/category/datavisualisation
2_Language
Like with data, simplicity is key. Above all, be direct. Your words should create a path to understanding, and that path needs to be as short and enjoyable as possible. Don’t use 15 words when 5 will do. Be active in your wording; try to avoid the passive voice (“It was written by me”, vs. “I wrote it”). Don’t be afraid to be funny. Chances are, if your audience is as serious about success as you are, they’ll appreciate the chance to chuckle.
The best advice I ever received on writing comes from a little book published in 1918 entitled The Elements of Style. You should own a copy. Seriously. And read between the lines; being a student of the English language means not only knowing the rules, but also knowing when to break them.
If you don’t know anyone with a copy of Elements of Style lying around, you can get it at www.amazon.com/Elements-Style-Fourth-William-Strunk/dp/020530902X
3_Text
I know what you’re thinking-- “What’s the difference between language and text?” In short, everything. When you open your word processor, you have a variety of weapons in your arsenal. Bold. Italic. Underline. Font family. Color. The combinations are endless. You wouldn’t believe how much thought goes into typeface choice for one of our design pieces. It’s not because we’re OCD (ok maybe a little), it’s because we know how important typeface choice really is. It can make or break a presentation, meaning the difference between being easily understood and being hopelessly diluted.
The default font on your word processor (helvetica for me) is the default for a reason. Don’t underestimate small changes. Going from black to dark gray can really soften the text. Jumping from 18 point font down to 10 is like jumping off a three story building. A small indentation can have the same effect as a font, color, or size change. The more that people clearly understand your words, the less time you spend reexplaining yourself in the future.
Because there are numerous schools of thought on typography, I won’t suggest any individual blog, course, or resource. Instead, start to educate yourself. You should begin learning where everyone else does: en.wikipedia.org/wiki/Typography#Text_typography
4_Images
When we design QuickCards (basically 1-pagers crammed with research learning), magazines, or other print materials for clients, we spend a lot of time and effort selecting the right images. The right image should add value, and be worth its weight (and its page area) in words. Before you snatch that image off of Google search, consider the following questions: Is this image necessary? Does it enhance the story I’m trying to tell? Does it require explanation? Rule of thumb: if it requires a caption, ditch it.
5_Motion
I’ve left motion for last because it’s the most valuable and the least accessible to the average person. Film and motion graphics are definitely the next big things in research reporting; the most likely to command the attention of a wide audience for an extended period of time. With the release of Apple’s new iPad, magazines, newspapers, and other traditionally static print pieces are embracing the idea that text and motion can not only coexist but thrive together. At Seek, we’re pioneering the use of motion graphics to bring quantitative and qualitative data to life like never before. More and more, we’re seeing requests for treatments combining photography and motion to recap research or ideation sessions. Placing consumers in front of the camera to tell their story (the hallmark of our insight, who, and receptivity films) is more popular than ever. We’ve discovered that the best way to communicate insight is with beauty, and all of your consumers are beautiful.
Probably the best example I’ve seen of the power of motion graphics comes from
crisisofcredit.com
Imagine a day when your colleagues not only engage and remember your reports but eagerly await the next one!
Jonathan Smith
jonathan@seekresearch.com