While most presentations are made face-to-face with clients, with verbal explanations to support the images, it is still important to become adept at adding text to visual material. This is emphatically not about writing a long, supporting essay. Ideas should be defined with a minimum of evocative words – using well-crafted phrases rather than sentences, and words rather than phrases. It is productive to explain the evolution of ideas so that clients understand the rationale underpinning the final outcome. Clients usually have their own expectations of a project, and if these are not met they need to be persuaded that the alternative is the consequence of serious analytical thinking.