Visual Design and Presentation Psychology

for Retail News Magazine 9/2022

Your Products and Services Can’t Speak. The Only Language They Truly Have Is the Visual One. Dress Them Appropriately for the Occasion.

“The more strikingly visual your presentation is, the more people will remember it. And more importantly, they will remember you.”— Paul Arden

The Quality of Visuals Is Absolutely Crucial

Whether we’re talking about photographs or illustrations, your visual presentation reflects the perceived quality of your products and services.

People often subconsciously associate visual quality with product quality.

MINIMALISM

Just like “silence is part of music,” the concept of “low surface complexity, high information content” applies to slides as well.

The more thoughtful the design, the simpler and more precise the slide will be—making your idea clearer, more understandable, and more memorable within the context of your speech.

Minimalism suggests abundance, and can lend your presentation credibility.

CONSISTENT VISUAL ELEMENTS

Slides should form a coherent family.

If your content requires varied visuals (e.g., one slide shows orangutans from above, another is an infographic), establish at least one unifying visual feature:

• A color band used throughout,

• Consistent typography and placement,

• A frame highlighting the key information.

Using just a logo is common—but often not sufficient.

MOVEMENT

Animated or sequentially revealed elements on a slide are powerful attention tools.The human brain is hardwired to notice motion because of its evolutionary importance in detecting threats.

Ever notice how you can’t ignore a store display with a video screen?

By incorporating movement, you awaken your audience and help them stay engaged, reducing natural attention lapses by introducing stimuli variability.

ASSOCIATIONS

Use visuals that resonate with your target audience.Avoid showing hipster imagery to a middle-aged demographic—speak their visual language.

TWO VERSIONS OF YOUR PRESENTATION

Prepare two versions:

1. A live presentation version – with minimal text and illustrative visuals that anchor your message and help the audience focus on you.

2. A follow-up version – a document sent post-presentation with detailed information.

This dual approach:

• Keeps the live session more engaging,

• Prevents attention from splitting between listening and reading, and

• Helps people remember key points tied to specific visuals.

Remember:

Multitasking doesn’t exist—only rapid task-switching.If your audience is reading, they’re definitely not absorbing everything you're saying.

PRESENTATION IS YOUR OUTFIT

Your visual presentation is like your clothing for a professional occasion.

It reflects your product or service as much as your own verbal language and delivery.

The visual language you use is uniquely yours.

RICH IN INFORMATION, SIMPLE TO UNDERSTAND