00:00Crafting persuasive presentations of design.
00:03Persuasion is 90% of the job in graphic design.
00:07This isn't about forcing a client to accept your ideas.
00:11It's about guiding someone to recognize that your solution is the optimal one.
00:16Designers thrive in a world of possibilities and creativity.
00:20However, most clients rely on facts and figures to make Tihi decisions.
00:26They work with solid analytical and proven data.
00:30That 2 plus 2 will always equal 4.
00:34Therefore, your task is to take your creative process,
00:37which can be non-linear and emotionally driven,
00:41and present it logically in a way that resonates with the client.
00:45To begin, ensure that your presentation is formatted for projection, display, or print.
00:52A landscape tabloid-sized document created in Adobe InDesign works well
00:58as it mirrors screen proportions and is cost-effective to print.
01:03Include essential information, such as the project date and your name on the master page.
01:09The presentation may be reviewed after you leave the room.
01:13Design with clarity in mind, making the content understandable to a child,
01:18or even to someone unfamiliar with the project.
01:21Start by restating the assignment, pose questions that the client might ask,
01:27and then provide clear, straightforward answers.
01:30Let's start with the most basic research questions.
01:33Who, how, and what on the individual pages.
01:37Keep the pages as simple and clear as possible.
01:41If you put all the questions on one single page, the viewer might get confused.
01:47Structure the presentation so that each question is addressed on an individual page
01:52to avoid overwhelming the viewer.
01:54This method gives the client time to absorb the information.
01:59Present any additional research or interviews at the end of the document.
02:03Incorporate the company's mission statement and a list of
02:065 to 8 words that describe its core values.
02:10These should be finalized with the chief executive officer and other decision makers
02:15before the presentation.
02:18If complex ideas arise, use diagrams to illustrate your points.
02:23Visuals are powerful tools.
02:25Even the most analytical minds respond well to them.
02:28For instance, instead of listing competitors, display their logos.
02:33Show all current visual materials on a single page
02:36to provide a comprehensive view of the company's branding.
02:39Often, clients are unaware of the inconsistencies in their materials
02:44until they see everything together.
02:46Remember and be tactful when discussing existing materials.
02:51Be cautious when making negative comments and steering clear of surprises,
02:56such as, oh my god,
02:58rather than emphasize a positive aspect such as,
03:01the color palette was employed consistently throughout the project.
03:05Finally, include a clear call to action that guides the reader towards the desired outcome or action.
03:12Organize and clearly outline the next steps to address the issue at hand effectively.
03:18It is crucial that we consistently emphasize the significance of moving forward with
03:23our design studies and continue developing our designs in a structured and strategic manner.
03:30Finish the document by incorporating a single page that simply states,
03:35Thank you!
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