Techniques of Visual Persuasion: Create powerful images that motivate

Techniques of Visual Persuasion: Create powerful images that motivate

by Larry Jordan
Released August 2020
Publisher(s): New Riders
ISBN: 9780136766803

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Book description

In this remote-oriented, work-from-home world, persuasive communication is more important than ever. People do not read, they skim. Persuasive images that attract, hold, and motivate an audience are essential. Techniques of Visual Persuasion shows how to use images to grab the attention of the viewer long enough to powerfully share a message and move them to action. These techniques help you improve:

  • Persuasive techniques

  • Communication skills

  • Business presentations

  • Photos and images

  • Videos and motion graphics

To communicate clearly and effectively today, you need to consider how a message looks, as well as what a message says. This book is essential reading for anyone who wants to create change.

Also by Larry Jordan: Final Cut Pro Power Tips is packed with tips, techniques, shortcuts, and hidden gems, this book turns you into a video editing powerhouse. Available at Peachpit and major resellers today.

Table of contents

  1. Cover Page
  2. Title Page
  3. Copyright Page
  4. Dedication Page
  5. Acknowledgments
  6. About the Author
  7. Contents
  8. Preface
  9. Section 1: Persuasion Fundamentals
    1. Chapter 1. The Power of Persuasion
      1. Chapter Goals
      2. How This Book Is Organized
      3. Why Is Persuasion Necessary?
      4. What Is Persuasion?
      5. What Is Visual Persuasion?
      6. Define Your Audience
      7. “Why” Is a Key Question
      8. The Call to Action
      9. Key Points
      10. Practice Persuasion
      11. Persuasion P-O-V
    2. Chapter 2. Persuasive Visuals
      1. Chapter Goals
      2. Visual Literacy
      3. The Six Priorities Determine Where the Eye Looks First
      4. What Makes an Image Compelling
      5. Visual Composition Basics
      6. Blocking: Placing People and Cameras
      7. Framing and the Rule of Thirds
      8. Depth of Field
      9. Does Sex Sell?
      10. Key Points
      11. Practice Persuasion
      12. Persuasion P-O-V
    3. Chapter 3. Persuasive Writing
      1. Chapter Goals
      2. The Right Message Is the First Step
      3. Images Evoke Stories
      4. Get Organized with a Workflow
      5. The Essence of Persuasion
      6. Start with the Basics: An Elevator Pitch
      7. Focus, Then Focus Some More
      8. Write Short
      9. See What’s in Front of You!
      10. Key Points
      11. Practice Persuasion
      12. Persuasion P-O-V
    4. Chapter 4. Persuasive Fonts
      1. Chapter Goals
      2. A Quick History of Type
      3. The Design of Type
      4. Serif Fonts: The Voice of Tradition
      5. Sans Serif: The Voice of the Future
      6. Script Fonts: Handwriting for Computers
      7. Blackletter: Extreme Script
      8. Monospace: Return of the Typewriter
      9. Specialty—Creativity Runs Amok
      10. Font Techniques
      11. Choosing the Right Fonts
      12. Key Points
      13. Practice Persuasion
      14. Persuasion P-O-V
    5. Chapter 5. Persuasive Colors
      1. Chapter Goals
      2. A Brief History of Color
      3. The Meaning of Color
      4. A Simple Color Model
      5. Digital Color Terms
      6. Grayscale
      7. Color vs. Contrast
      8. How We Measure Color
      9. Key Points
      10. Practice Persuasion
      11. Persuasion P-O-V
  10. Section 2: Persuasive Still Images
    1. Chapter 6. Persuasive Presentations
      1. Chapter Goals
      2. Take a Deep Breath
      3. Planning Your Presentation
      4. Backgrounds and Fonts
      5. Charts
      6. Design Thoughts
      7. Working with Images
      8. More Thoughts on Drop Shadows
      9. A Cool Design Tip
      10. Transitions: Less Is More. Really.
      11. Media. Gently, Please.
      12. Key Points
      13. Practice Persuasion
      14. Persuasion P-O-V
    2. Chapter 7. Persuasive Photos
      1. Chapter Goals
      2. Where Do You Start?
      3. Plan Your Photo Shoot
      4. It All Starts with Light
      5. Dealing with the Sun
      6. Blocking Talent
      7. Framing and Composition
      8. Key Points
      9. Practice Persuasion
      10. Persuasion P-O-V
    3. Chapter 8. Edit and Repair Still Images
      1. Chapter Goals
      2. The Ethics of Image Editing
      3. Getting Started with Photoshop
      4. Getting Started Editing
      5. Repairing an Image
      6. Key Points
      7. Practice Persuasion
      8. Persuasion P-O-V
    4. Chapter 9. Create Composite Images
      1. Chapter Goals
      2. Creating a New Photoshop Document
      3. Adding and Formatting Text
      4. Layers vs. Background
      5. Scaling Explained
      6. Manipulating Images Using Free Transform
      7. Place vs. Open
      8. Selections Create Magic
      9. Filters and Effects
      10. Choosing a Color
      11. Adding a Background Behind a Layer
      12. Blend Modes
      13. One Last Effect
      14. Key Points
      15. Practice Persuasion
      16. Persuasion P-O-V
  11. Section 3: Persuasive Moving Images
    1. Chapter 10. Video Pre-Production
      1. Chapter Goals
      2. Two Key Camera Concepts
      3. Feel the Rhythm
      4. Planning a Video
      5. Defining Basic Video Terms
      6. Media Management
      7. Key Points
      8. Practice Persuasion
      9. Persuasion P-O-V
    2. Chapter 11. Create Compelling Content with Interviews
      1. Chapter Goals
      2. Planning the Interview
      3. Conducting an Interview
      4. The Interview Structure
      5. Ten Simple Rules to be a Good Interview Guest
      6. Key Points
      7. Practice Persuasion
      8. Persuasion P-O-V
    3. Chapter 12. Sound Improves the Picture
      1. Chapter Goals
      2. Glossary of Audio Terms
      3. Picking the Right Gear
      4. Editing Audio
      5. Mixing Audio
      6. Output and Compression
      7. Key Points
      8. Practice Persuasion
      9. Persuasion P-O-V
    4. Chapter 13. Video Production
      1. Chapter Goals
      2. Planning Your Production
      3. Basic Camera Gear
      4. Renting: An Alternative to Buying
      5. Talent Staging
      6. Props: Something for Talent to Work With
      7. Working with Inexperienced Talent
      8. Key Points
      9. Practice Persuasion
      10. Persuasion P-O-V
    5. Chapter 14. Video Post-Production
      1. Chapter Goals
      2. What Is “Good” Editing?
      3. Find the Rhythm
      4. An Editing Workflow
      5. Define Terms
      6. Step 1: Plan the Project
      7. Step 2: Gather the Media
      8. Step 3: Organize the Media
      9. Step 4: Build the Story
      10. Step 5: Organize the Story in the Timeline
      11. Step 6: Trim the Story
      12. Step 7: Add Transitions
      13. Step 8: Add Text and Effects
      14. Step 9: Create the Final Audio Mix
      15. Step 10: Finalize the Look and Colors
      16. Step 11: Output the Project
      17. Step 12: Archive the Project
      18. Key Points
      19. Practice Persuasion
      20. Persuasion P-O-V
    6. Chapter 15. Motion Graphics: Make Things Move
      1. Chapter Goals
      2. Creating Something Simple
      3. Creating a Simple Animated Composite
      4. Adding Animation
      5. Adding Media
      6. The Last Step: Saving and Exporting Your Work
      7. 3D Text
      8. Key Points
      9. Practice Persuasion
      10. Persuasion P-O-V
  12. Closing Thoughts
  13. Bibliography
  14. Index
  15. Code Snippets
  16. Chapter 16. Advanced Motion: Particles, Paths, and Perspective
    1. Chapter Goals
    2. Creating Scenes
    3. Particles and Blend Modes
    4. Animate Elements with Basic Motion Behaviors
    5. Paths and Shape Styles
    6. Perspective and Reflections
    7. Key Points
    8. Practice Persuasion
  17. Appendix: Keyboard Shortcuts

Product information

  • Title: Techniques of Visual Persuasion: Create powerful images that motivate
  • Author(s): Larry Jordan
  • Release date: August 2020
  • Publisher(s): New Riders
  • ISBN: 9780136766803