In simple PowerPoint design, images visually support your words, creating a memorable image in your audience’s minds. However, you can play with this basic structure and create something more engaging. In Cutting Edge Advertising, Jim Aitchison suggests the use of metaphors, adjusting your text and images’ placement, or making a bent headline or visual.
Center your messages on a clear, specific idea by making an interesting image and supporting it with a straightforward tagline (and vice versa). Once your listeners can picture your message for themselves, your product or service will stick in their minds long after you finish the sales presentation.
Sell more effectively by combining this factor with clear-cut messages.
Bent Images with Straight Headlines
Apply the twist here to represent your idea in the image. Show a metaphor, a comparison or a dominant image.
The Business Times and The Economist print ads both talk about giving you the whole picture when you read their news. The images—the text cut in half, the binocular-shaped magazines and the Rubix cube— are all twisted to prove their points.
Keep your message, font, and text size simple so your clients focus on the image without distractions.
Bent Headlines with Straight Images
You can also show your idea in the headline and support it with a normal image. Clever word puns and verbal metaphors all come in handy as seen in the Cigarillos and Timberland print ads.
The text needs to be interesting or provocative enough to get your audience thinking. Otherwise, you’ll get a bland and uninteresting overall visual.
The Secret: Be Consistent
Choosing between the two approaches depends on how you want to emphasize your idea. Once you decide to either bend your text or image, be consistent with your messages.
The Business Times and The Economist had one main idea, similar to how Timberland emphasized their durability.
Emphasize one main idea, stick to it and support it with relevant facts. Making a striking visual impact ensures that audiences remember you long enough to contact you for a business deal.
Aitchison, J. Cutting Edge Advertising: How to Create the World’s Best Print for Brands in the 21st Century. Singapore; New York: Prentice Hall, 2004.
Diaz, Ann-Christine. “The Economist’s New Campaign Dishes Out Real — and Metaphorical — Hot Potatoes.” Advertising Age News. November 11, 2013. Accessed August 3, 2015.
“Fine-tuning Your Presentation’s Core Message.” SlideGenius, Inc. November 11, 2014. Accessed August 3, 2015.
“PowerPoint Visual Design Tips From Ads: Text & Image Balance.” SlideGenius, Inc. July 22, 2015. Accessed August 3, 2015.