Slidegenius, Inc.

How to Think Like $5.99 and Not Like $6.00

Imagine you own a clothing store. Now you decide to begin a sale for that store. Let’s say a particular type of shorts usually costs $20 per short, but for the purposes of the sale you’re going to mark them down to $15 a piece.

There are two ways you could present that discount. The first would be as a percentage. Going from $20 to $15 would be 25% off. The second would be as an absolute number with $5 off. Which way is better?

Both discounts amount to the same final price. 25% off $20 and $5 off $20 both result in the customer paying $15 for the shorts. So both representations of the discount should have the same effect, right?

Wrong. Jonah Berger, author of Contagion, explains to us that the consumers find the 25% discount more attractive than the 5$ off. While the two discounts are the same economically, they don’t trigger the same psychological effect. One feels like a larger discount than the other.

Accordingly, the next time you’re reporting numerical information, pay attention to how you are presenting it. The way changes are represented can have a big impact on how they’re perceived.

Focus on the final number.

Like the story above, most people seemed to be more enticed by the offer when the discount number was larger. Rule of thumb would be whenever you are offering a discount under $100 display it as a percentage, and when the offer is greater than $100 display it as an absolute number. This will make sure you are always maximizing your psychological impact. Simpler is better. No one cares about a page of numbers and figures that look like the green screen display from the matrix. You need to simplify your results, and then simplify them again. Think of your raw data as a pile of freshly picked vegetables. People don’t want to eat them when they still have dirt and leave stems on them. People want a quick and painless way to stay healthy, so what do you do? You take those vegetables, clean them, cut them, put them in a blender and make a smoothie. Then you take that smoothie and turn it into a wheatgrass shot. Quick and to the point. So yes, your data should be reduced to the size of a wheatgrass shot! After all, the simpler your can represent your findings, the easier it will be for your audience to understand you, which will in turn make your call-to-action more successful.

Tell a story.

Everyone knows the best stories are the ones told with pictures, so use them. Portraying data graphically reveals patterns in the data that are hard to notice otherwise Visual depictions of data are almost universally understood without requiring knowledge of a language. It is also useful to alter your tone and speed as you approach the finding of any given graph. Much like when telling a story, the storyteller tends to get really excited toward the climax or “best part” of the story; it is not only useful but critical to draw attention to the most important features of the data.

I’ll leave you with Hans Rosling’s fascinating TED talk revolved around displaying data effectively, which you can watch here

 

References:

Berger, Jonah. “Fuzzy Math: What Makes Something Seem Like A Good Deal?linkedin. August 28, 2013.

Kakutani, Michiko. “Mapping Out the Path to Viral Fame.The New York Times. February 25, 2013.

Rosling, Hans. “The Best Stats You’ve Ever Seen.ted.com. February 2006.

SlideGenius Captures Bronze Medal in SlideBoom Presentation Contest 2009

Based in San Diego, SlideGenius, the leading provider of Microsoft PowerPoint Design services and solutions announced today that it was awarded 3rd place in SlideBoom’s worldwide PowerPoint design contest.

SlideGenius, the top designer of PowerPoint presentations, submitted its presentation for the client, MatrixMT.

“We are huge fans of Slideboom’s expansive features and extensive platform capabilities, which made them the ideal solution for our needs,” stated Rick Enrico, CEO of SlideGenius.  “The presentation for MatrixMT’s best-of-breed Search Engine Optimization marketing services and its animation flow were a perfect fit for our entry to the Slideboom Contest. The winning PowerPoint was developed by our lead designer, Richmond Pagaduan, who has only been using PowerPoint for less than two years. We are extremely proud of him.”

Slideboom Contest 2009 was judged by an outstanding group of design professionals including Nicholas B. Oulton, CEO of m62 visual communications Ltd, Mark James Normand the Co-Founder and Managing Director of Impress Training, Simon Morton, Director of Eyeful Presentations Ltd. Geetesh Bajaj, Julie Terberg, Owner of Terberg Design and Shawn Toh a Microsoft MVP for PowerPoint (Most Valuable Professional) and a certified Microsoft Office Specialist.

Slideboom Contest 2009

The SlideBoom Presentation Contest 2009 took place from 18 May – 21 June 2009.  Contest participants submitted slideshows on Business, Education, Career and other interesting subjects.  This contest became a unique opportunity for many participants to reveal their creative potential and display the expertise of their presentations. Over 180 people who joined the Contest Group enjoyed close to 70 works submitted. Most of them are full of outstanding effects and lovely animations all created in PowerPoint.