Colour is a powerful tool that can enhance any presentation. Research shows that colours can evoke an emotional response and make your message more memorable and persuasive. However the psychological impact of colour can also ruin your persuasive message, so think carefully about your choice of colour.
One of the world’s experts on this topic is Gene Zelazny, Director of Visual Communications for McKinsey and Company. Just pause for a minute and consider that one of the world’s top management consultancies pays someone to be the Director of Visual Communications. McKinsey specialised in fact-based analysis, so why pay attention to visual communication? Because, it takes more than logic to persuade an audience to act. The audience must understand, agree and remember. Visuals help people process the message faster and are more persuasive than words.
When using the image as an illustration, the presenter assigns meaning to the image. In contrast, when using the ‘interactive image’ method the audience assigns a meaning to an image. There are three methods of the interactive approach:
1. Presenter’s image – Audience’s meaning
2. Audience’s image – Audience’s meaning
3. Common image – Audience’s meaning