Brief: Make a Bigger Impact by Saying Less

Chapter 9

Show It: Powerful Ways to Make a Picture Exceed a Thousand Words

Long story, short. Visual communications are far more appealing than words alone. Explore simple, more effective ways that prove a picture's worth a thousand words.

Show-and-Tell: Which Would You Choose?

When you think about showing what you mean, always consider the audience members' perspective. Which of these would you choose if you were them?

• A textbook with 500 pages filled with words or one with graphs, images, and diagrams?
• A three-page paid advertisement filled with text and a boring stock image or an online guide of interactive diagrams and video?
• A PowerPoint slide with 10 bullets or one with a one strong image and a catchy title?
• An e-mail you scroll down three screens to finish reading or a link to a 1-minute video animation that simplifies it?
• A mobile phone with monochrome green or a smartphone with flashy icons?
• A presenter who simply reads the slides or one who draws throughout?
• A talking head video or a video with personal interviews, actual footage, and a real story?

These are the choices you make first so that your audience can get what you're saying, easier and faster. If you do the hard work up front, your audience won't have to pay the price later.

You Can See the Shift

We are transitioning from a text-based world to a visual one. Screens and interactive media pervade all parts of our lives. Screens are in our homes, our classrooms, our elevators, even our bathrooms. They have replaced ...