- In addition to the on-screen presentation, I create a
printed version to leave behind.
On screen, my slides are prompts for my verbal presentation.
They are easy to read and brief statements,
including questions.
That's all good and fine if the only person to
ever see the presentation is your client.
But the chances are good that he or she will show it to
other people in the company, at home, or with friends.
And we all know that everyone has an opinion.
A printed document of the presentation can speak on your
behalf when you're absent. It isn't required to be a
hardbound book. I use a horizontal tabloid size page.
I can use the same art from the on screen presentation
and it doesn't feel wimpy. I also like to use illustration
board for the last page to give it some structure.
It's fine to print out single pages on tabloid paper and
wiro bind it at Fedex Kinko's or on your own machine.
This document is more than a record of the studies and
solution. These are not enough to answer questions that
someone may have who is new to the work.
The printed version should anticipate any
questions and answer them simply.
Again, start with the assignment. Then take the reader
through the process with all of your thinking.
I like plain speaking. Explain simply.
You don't want to be confusing or overly technical.
Presume your reader knows nothing about
the project or design.
A good technique is to pose a question
the reader may ask and answer it.
Our current logo is nice, why would we need a new one?
Now explain the reasons from a business, not aesthetic point
of view. It's ugly is not only irrelevant, but maybe
offensive to someone who worked on it previously.
A new identity will strengthen the brand message to our
current audience and expand it into a younger one.
Now explain the process step by step.
For example, a identity project, like this.
So, how do we start? First, we ask the most
basic questions and do research.
What are the issues? Who is the audience?
And how is communication working?
Then we work with you to find answers.
They are what? The future.
Who? Children, educators and many others.
And how? We simplify the message
and make a clear identity.
Next, we look at the visual landscape.
Explain the findings without putting down the previous work.
The person who worked on it may see the presentation.
And we look at competition. Then we work with you
to create a list of words as criteria.
I go on to show the studies and
narrowing down to three or so options.
Then I explain the positive attributes of each option.
I point out anything that is unique and relevant.
For example, I might explain the color yellow is closely
associated with one of our attributes, friendly.
I end with an overarching statement and next steps.
And of course, thank you.
I use this technique to walk through the process, slowly
funneling down the solutions to the one I propose.
Unless the client specifically asks for a certain amount of
copies, I limit the printed leave behind document to two.
One for me, one for the client.
The more copies floating around, the more chances someone
will see it, not grasp the idea, and derail the process.
You've taken every precaution and answered any questions
someone may have. You've logically explained the process.
Hopefully, the reader will see your reasoning, reinforcing
the goal of the project and agree with every move.