Effective design is about displaying things as naked as they can be.
Effective design is about displaying things as naked as they can be. Let me explain. If two competing stores are selling orange juice, one markets the history of the store, the science behind the juice, the percentage of pulp in the juice, the work from the staff, and types of furniture in the store, and the second store uses only a picture of a juicy, ripe, and delicious-looking orange, would sell more? The second, obviously! Sales are about getting customers to get emotional about your product or service, while the former store may have its own advantages in marketing, the latter is focused solely on showing their product at its very simplest and purest form, an orange. It is almost completely pointless to describe everything about your business or product. People don’t have time for that. They want your message and pitch in the quickest, cleanest, and purest form possible.
Did Steve Jobs walk on stage and describe all the technical characteristics of the IPod? No. He walked up; stood mid stage, and said “It’s 1000 songs in your pocket.” While there is value in the details, it’s the nudity and bareness of a presentation that hold the value. Sell the core essence of whatever your selling, at the end of the day, it is what people remember, and therefore what you should maximize in your professional presentation design.
In aims to practice what I preach, Ill keep this post short. Ill finish with this; I could go on to write a book about simplicity, the art of persuasion, or even rhetoric, but there’s no need, because I’ve displayed the same message in less than 500 words.
Next time you start work on your next sales pitch, PowerPoint presentation, or really just anything, just take a minute and ask yourself, “Am I doing this in the most simple and effective way?” I guarantee it will change everything about your life.