8 THINGS EVERY ART DIRECTOR SHOULD KNOW ABOUT PRESENTATIONS

Most ADs don’t work on a lot of presentations – probably because they don’t want to. Some people would rather hide under their desk than deal with presented materials. I realize that I’m weird. I actually like presentations. I think it has something to do with creative restricti
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DON’T DESIGN WHAT’S THERE – DESIGN WHAT SHOULD BE THERE

The other day I bumped into an ECD (executive creative director) that I had worked with at another agency. We got to talking about the first project we partnered on.  It was a slide presentation – a really bad one, as I recall, and I kind of put my foot in my mouth. I remember it clea
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THE DETAILS AREN’T THE STORY

“What’s the big idea?” Surprisingly, people don’t get offended when I ask this question, and I ask it all the time. I guess it’s clear in context that I’m not upset when I ask it. Because the big idea is really important. It’s probably easier
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HOW MUCH DETAIL DOES YOUR AUDIENCE NEED?

I talk a lot about making things audience-centric, which is really just thinking about your audience, and giving them the information that’s relevant to them. And I often preach a message of simplicity (I probably sound like a broken record!) But part of making your presentation audie
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CASE STUDY: HIERARCHY AND SIMPLICITY IN DESIGN

Today I want to talk about hierarchy in design. Hierarchy in design is the decision you make about what’s most important on the page and giving it the most weight. It’s about deciding what matters to your audience and what doesn’t. When you know what’s important, it’s easy to ma
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A SLIDE IS NOT A SCRIPT

Picture the scene: a presenter standing in front of their audience, reading from a list of bullets on the screen. Even if the audience was interested initially, they’re tuning the presenter out before long. The most frequent critique of this approach to presenting is to point out that
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CASE STUDY: FIXING A “WHY US?” SLIDE

Here’s an equation I spout all the time: A complicated idea + Design = A better looking complicated idea. The key to better slides is to look first at the story. Once the story works, the slides design themselves. Here’s a quick case study with lots of screen grabs. First
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WHY HAVE A TITLE BAR?

Designing a presentation in PowerPoint or Keynote is an exercise in swimming upstream. The first thing the program gives you is a title and a page of bullets. Bullets are often the wrong tool for the job, and if your content is well thought out, do you even need a title? I was having
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