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 Visual images in presentations, whether for business or for other social events, are idea enhancers. Keep in mind that audience members are still listening to what is being said while the graphics are shown. Why is this an effective approach to present products or ideas? The “double message” reinforces the memory process.

Here are some basic guidelines for making creating effective visuals:
• Use visuals to reinforce key points
• Use only one idea for each visual
• Use only one illustration for each visual
• Make letters big and readable. Presenters shouldn’t have to read the visual to the audience; it should be readable from any point in the room. One good rule calls for titles and main headings to be three inches high when projected in an average meeting room.
• Use no more than three sizes of letters on each visual; uniformity aids in easier reading.
• Use no more than four colors on type-only or graph visuals.

The impact of colors
Colors draw attention and brighten a presentation. Colors can also be used to emphasize key points. For example, when four lines of blue are followed by one in bright red, the red type screams “this is important.”
A study on color versus black and white advertisements in magazines showed that readership of color ads was 80 percent greater than that of black-and-white ads; that sales of the products advertised increased 50 to 85 percent when color was used; and that the retention of ad content was increased 55 to 78 percent when ads are printed in color. In colorful visual presentations, similar benefits should be expected.

Psychologists have shown that when people are accustomed to color, presentations that are not in color receive less attention. In today’s world or colored media, everyone has become color oriented.
Color visuals can be created easily with a number of means from the least expensive multimedia feed from the computer to the most elaborate set-up imaginable by man. Technology is readily available and study results are in. The fact is, using visuals in a meeting or training session improves attention and retention levels, increases the perceived value of the material and the speaker, and creates a more interesting and professional atmosphere.

So, in your next presentation, if you’re not using at least eight color visuals, you could be coming up as many as 8,000 words short.


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A company resident reviews a feasibility study for an environment protection project in a small community where the company’s headquarters building is located. A personnel manager discusses with union leaders the forthcoming collective bargaining agreement. A marketing manager reviews videos of proposed media campaigns. A group of employees discuss the latest changes in the top management over coffee at the cafeteria.

If corporate communication is not generally well understood, it may be because corporate communication is still evolving. The concept is an offshoot of the growing recognition by top management of communication as a strategic resource in achieving corporate goals and objectives.
As the term implies, corporate communication encompasses all the communication activities undertaken within the corporate context, whether formal or informal, regardless of direction or flow of information (i.e. top-down, bottom-up, horizontal).
What corporate communication aims to achieve is to integrate the various communication activities within the corporate organization and recognize them as key management functions. It seeks to upgrade public relations. It seeks to upgrade public relations, organizational communication, and advertising into the level of scientific discipline quite removed from the level of gut feel. As the International Management Magazine (June 1985) noted, corporate communication-related activities a common direction or framework.
The growth of corporate communication can be attributed to the trend among progressive companies to appoint a communication man to top managerial positions (and even in the executive board). Corporate Executive Officers (CEOs) are beginning to realize that the success or failure of corporate strategies depends on how communication resources are harnessed.
Communication: The Nervous System of Organizations
A review of definitions of the term organization indicates how critical communication is the very existence of an organization. Koontz and O’Donnel define organization as a communication decision-making network. Peter Drucker states, “The organization is above all, an information decision-making system.” Communication is not a secondary or derived aspect of an organization, but rather the essence of organized activity and is the basic process out of which all functions derive.
It is quite clear then that communication links the various parts of an organization; it is the principal tool of managers. Through communication, the manager receives the information needed in making the right decision, and once the decision is made, manager must communicate it to others.
Perhaps you often hear managers saying, “Our problem is communication.” Indeed, many managers use communication as an excuse if they are not able to achieve their goal or objective. While it is true that communication is a vital skill of managers, it would be wrong to conclude that an effective communicator alone makes a good manager. An effective communication for a wrong decision will not do any good to the company. Conversely, for a manager to be an effective planner and decision-maker is not enough. A good decision (or action plan) must be translated into action.

Copyright © 2011 Athena Goodlight





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It’s common knowledge that a picture is worth a thousand words. If that’s true, imagine how much more material you can incorporate into a 30-minute training presentation if visuals are added.

Equally important, the studies show that a trainer who is just an average presenter can become a much better presenter by using strong visual support. In fact, speakers who use visuals are perceived as better prepared, more persuasive, more credible, and more interesting.

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