We have discussed the use of photographs, logotypes, pictures, embedded videos and all manner of non-textual media in order to build messaging, branding and audience engagement. All of that works. If we add to that formula some simple, easy-to-understand charts (bar charts, pie charts, area charts and other charts where dramatic comparisons and statistically-supported facts can be brought to life with increasing memorability through the use of multiple colors, shading, design and other eye-mind stimuli) we have successfully addressed another issue -- the issue of credibility.
Credibility is a major motivator both emotionally and intellectually (i.e., wherein we rationalize -- after the fact -- why we've made a decision which was actually based upon intuition, guts, or a "hunch") in the purchasing decision.
While testimonials, endorsements and the halo effect of being affiliated with other credible persons or brands certain helps to establish some level of credibility, they are not generally as powerful or as memorable as a graphic presentation. These tools work best in combination.
Statistics presented in tabular or textual form seem to just bore most audiences...if you want to show numbers, comparisons, growth, and other wonderfully exciting and supportive information, put all of it into a chart. It is the difference between administering a soporific (Sominex) or a stimulant (No-Doz, or, er...Ex-Lax) into your presentation.
Graphs, while not as picturesque and malleable as charts, are very good when you are dealing with comparing rates of growth or showing trends to a more scientifically-minded, technically-oriented and cerebrotonic audience. If you use a graph, try to keep it fairly simple (ye olde x and y axes), and do not deal with more than two variables in one graph. This is unless, of course, you are being fancy, and are superimposing one graph atop another in order to really drive a point home. The optimal approach in these cases is to show a first graph, then the second, and then a third, which is a composite derived by superimposing the first over the second, or vice versa.
Since you've asked, I have contributed one of these superimposed graphs from the BRAINTENANCE Blog [please visit at http://Braintenance.blogspot.com]. It follows in all of its glory. It's so big, that you might even need to de-magnify the image.
Graphs and charts. How many times has someone approached you with an idea or a concept and said, "Picture this..."?
It is almost always easier to make a simple point to the greater percentage of people in most any audience by using graphs, charts and pictures. They are just easier for people to understand, process and remember. They ignite faster, greater impact.
Douglas E Castle
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