Discussion Topics

Discussion Topics • Recognizing when to use graphics • Employing fundamental graphic design principles • Creating meaningful and effective text layouts • Selecting and designing effective data charts • Making the most of PowerPoint as a design and presentation tool

When to Use Graphics • Reinforce the message • Provide a roadmap to the structure • Illustrate relationships or concepts visually • Support an assertion • Emphasize important ideas • Maintain and enhance interest

How to Design a Slide • Keep it simple: Remember “Less is more” • Have only one message per slide • Make sure the slide title captures the “so what?” • Select graphics that support the message • Use shading to guide audience to the message • Use animation only if it reinforces the message

Colors and Fonts to Use • Dark background (dark blue to black) • White, cream, yellow, or gold font • Arial or similar sans serif font • At least 20 point font size for text, depending on size of the room • 28+ font size for titles, depending on room

Colors and Fonts to Avoid • White background • Black serif font • All caps in titles or text • Initial caps except in titles • Underlining of text • Red font on blue backgrounds

Examples of Poor Font Design Black on white background does not show up well and should be avoided as should aSerif font on any background. Font too small: no one can read it. ALL CAPS ARE HARD TO READ AND LOOK AS IF YOU ARE YELLING! Initial Caps are Distracting and Technically Incorrect for Text within Charts. Underlining cuts off the bottom of letters. Red letters on blue backgrounds become fuzzy.

Other Design Violations • Too many words on the slide • Not using hanging indents for text lists of more than one line • Having too many “widow words” • Backgrounds detracting from the message • Graphs pulled in directly from Excel without improving legibility and making them consistent with the presentation format

Text Not Formatted Effectively – Too Many Words Key Current Quarter Priorities • Global Division: • Maintain consistent price pressure against competition • Execute toward lower alternative targets • Implement new global/local philosophy • Work with Area divisions to increase and monitor attach rates • Technical Division: • Use SWAT team and various Area projects such as ACE in So America and Thrust in Europe to impact customer acceptance of the New line 2000 and families and increase channel sales out on Newline 2000, 2500, and 3300 families to achieve target market share • Analysts removed Newline products from problem watch in July; communications deliverables sent to Global Marketing groups worldwide • Expansion Division: • Deplete Technical companion inventory by end of 1997 to pave the way for AMstart (announce in August; launch AMstart with European mono availability in January; So America in February; European and So American color models available in March) • Implement Expansion HUBs in Europe and So America in November • Participate in development of Newline Electronic Commerce offering for Europe and Electronic Options in 1Q00 So American Rollout

Widows No hanging indent Text Not Formatted Effectively – Widows and No Use of Hanging Indents Key Current Quarter Priorities • Global Division: • Implement new global/local philosophy • Work with Area divisions to increase/monitor attach rates • Technical Division: • Use SWAT team and various Area projects such as ACE in So America and Thrust in Europe to impact customer acceptance of the New line 2000 and families and increase channel sales out on Newline 2000, 2500, and 3300 families to achieve target market share

Text Formatted Effectively Key Current Quarter Priorities • Global Division • Maintain consistent price pressure against competition • Execute toward lower alternative targets • Implement new global/local philosophy • Increase/monitor attach rates through Area divisions • Technical Division • Improve customer acceptance of New line 2000 and families through SWAT team and Area projects • Achieve target market share by increasing channel sales on Newline 2000, 2500, and 3300 families

Division Global Technical Priority Actions • Implement new global/local philosophy • Work with Area divisions to increase/monitor attach rates • Use SWAT team and Area projects to impact customer acceptance of the Newline 2000 and families • Increase channel sales on Newline and families to achieve target market share Text Variation – Using Two Columns Current Priorities by Division

Technical Expansion • Deplete surplus inventory of Technical Companion • Implement expansion hubs in Europe and North America • Use SWAT team/Area projects to improve Newline acceptance • Increase channel sales for Newline family Text Variation – Using Graphic Support Current Priorities by Division Global • Implement new global/local philosophy • Increase and monitor attach rates

Determine the message Choose the comparison Draw the chart Text Variation – Guiding the Eye with Graphics Steps In Creating Effective Charts Source: Gene Zelazny, Say it with Charts. Source: Gene Zelazny, Say it with Charts.

Determining When to Build Text Charts • You should decide to build or not to build a text slide by the amount of time you plan to spend on each bullet. • If you plan to talk about the text as a whole, do not build. • If you plan to spend some time discussing each bullet point, you might want to build, bullet by bullet. • If you decide to build, then have each bullet with text appear, not fly into the slide.

Pie Compare proportions and relative amounts Bars Convey absolute value data, relative sizes, or close comparisons Step or waterfall Convey differences Histograms Show what’s typical or exceptional Line Demonstrate trends or interactions between variables Scatter Plot Illustrate how well one thing predicts another Selecting the Right Type of Graph Graph type Use this type to

Title does not capture “so what?” $ Millions $67 Johnson & Smith $92.10 $243.70 James & Connelly Kramer & Mattee $177.80 Davis & Jimenez $231.40 Brown & Peterson Legend outside of graph Source: Lawyer Reports, July 7, 2005 Designing and Integrating Data Charts: How Not to Label Pie Charts Law Firm Size

$ Millions Brown & Peterson $67 Davis & Jimenez Johnson & Smith $92.1 $243.7 $177.8 Kramer & Mattee $231.4 James & Connelly Designing and Integrating Data Charts: How to Label Pie Charts Two Firms Have Highest Revenue Source: Lawyer Reports, July 7, 2005. .

Chart junk (unneeded zeroes) Two titles & neither with meaning Bars too narrow; space between too wide Background not consistent with rest of presentation Designing and Integrating Data Charts: How Not to Do Bar Graphs Evaluation Sales $4,000 $3,000 $2,000 $1,000 $0 98 99 00 01 02 03 04 Year matrix implemented

$ in Billions $4 3 2 1 0 98 02 99 00 01 03 04 Year Matrix implemented Designing and Integrating Data Charts: How to do Bar Graphs Sales Increase Since Matrix Implemented

Axis label not rotated for easy reading Title does not capture “so what?” • Individual consumption of ice cream declining • compared to other dessert products 16 14 12 10 Production (Qts) 8 Ice Cream Ice Milk 6 Others 4 2 0 Background not consistent with rest of presentation 00 01 02 03 04 Legend outside of graph Years Designing and Integrating Data Charts: Another Poorly Designed Bar Chart Market Assessment

% of Total 8 Other Desserts 21 19 20 21 23 23 Ice Milk 22 22 23 69 58 58 57 56 Ice Cream 2000 2001 2002 2003 2004 Designing and Integrating Data Charts: Effective Bar Chart Desserts Increasing at Ice Cream’s Expense

Division A Division B Designing and Integrating Data Charts: How Not to Do a Line Graph Axis label not rotated for easy reading Financial Status Two titles & neither with meaning Divisional Performance 7 6 5 Revenue ($ MM) 4 Legend outside of graph 3 2 1 0 Background not consistent with rest of presentation 99 00 01 02 03 04 Year

Revenue ($mm) 7 Division B 6 5 4 3 2 Division A 1 0 1999 2000 2001 2002 2003 2004 Designing and Integrating Data Charts: How to Do a Line Graph Division B Out Performing A

Background is distracting. Slide does not provide adequate information. Title does not capture “so what?” of presentation. Title Slide with Distracting Background Our Environment

Captures “so what?” Lists all team members Identifies audience Gives date Effective Title Slide Doing Business Successfully in Vietnam Presented by Team 8: Mary Smith Bill Jones Jin Nguyen Charles Johnson To Area Division Staff September 8, 2004

Force #3 • Petroleum industry player actions • Force #1 • Global, multi-industry trends • Force #2 • Industry-specific supply and demand Using Color and Animation to Convey a Message Three Forces Driving the Industry Profits • Industry profit splits • 1980 • 2004 • Ind 50% • Majors 40% • 75% • 15%

Supply Demand Promote advanced infrastructure • Encourage private investment • Make infrastructure commitments • Promote the use of services • Fund effort to promote services Supply and Demand Promote Advanced Infrastructure Using Animation to Emphasize a Message

3:1 to 4:1 Another Example of the Use of Animation to Emphasize a Message Hiring of Assistants Not Keeping Up with Growth in Executive Ranks 14 12 10 Assistants 8 58 45 35 Executives 25 2001 2002 2003 2004

1980s 1970s 1990s Performance History Use of Animation to Build a Message • Market share decreased to 10% • Spun off peripheral assets • Established 15% market share • Adjusted royalties to equal net profits • Market share increased to 25% • Split profits • Paid bonuses

$30,000 $25,000 $20,000 $15,000 $10,000 $5,000 $0 1 2 3 4 5 Just Because You Can, Doesn't Mean You Should* No! No! No! Revenue *Chart provided by an MBA student as a bad example. Profit Before Tax Profit After Tax

EXAMPLE! This slide demonstrates what not to do: • The background is different from all the other slides and is light instead of dark. • The title is useless: Example of what? • The spinning logo is distracting, to say the least. • The font is too small and is a Serif font. • The text is too dense, requiring too much reading for the audience. • Finally, a little clip-art, animation, and sound added in for no apparent reason, and you have a really bad chart. <Oops, a widow word, too

How to Present PPT Slides • Check equipment and room in advance • Introduce each slide before you show it • Walk your audience through more difficult slides • Avoid blocking the audience’s view • Stop talking when you move to advance a slide • Look at your audience, not back at the screen or down at your laptop

Final Pointers on Using PPT • Use PPT to reinforce your message • Create each slide carefully with • “So what?” chart titles, • One central message, • Few words, and • Simple, attractive graphics • Make PowerPoint work for you, not against you • Remember, you should be the focus of the presentation, not PowerPoint

Discussion Summary • Graphics should be used for specific purposes. • All graphics should follow basic principles of effective design. • Strive for the fewest, most meaningful words and some variety when using text slides. • Select the type of graph that best supports your message. • Create easy to read data charts that are consistent with your overall PowerPoint presentation format. • Use PowerPoint’s capabilities to support you and your message.

Discussion Topics