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PRESENTATION DESIGN
CRASH
COURSEthe beginner’s guide to creating beautiful,
impactful and thoughtful presentations.
HI!
I WRITE ABOUT MARKETING/BRANDING FOR HONIGMAN
MEDIA AND IDEON
AND TEACH DIGITAL MARKETING AT GENERAL ASSEMBLY
I’M JOE
GELMAN
STORYTELLING RHETORIC DESIGN
1 2 3
3 ELEMENTS OF GREAT PRESENTATIONS
STORYTELLING
1
STORIES
HUMAN BEINGS ARE NATURALLY RECEPTIVE TO
GREAT STORY
FROM A YOUNG AGE, WE LOVE A
HARDWIRED
THE HUMAN BRAIN IS
TO CRAVE STORIES
read the article →
“SHARED
FICTIONS
“HUMANITY’S ASTOUNDING ABILITY TO
COOPERATE IS DUE TO OUR ABILITY TO BELIEVE IN
watch the talk →
– Dr. Yuval Harari
IN THE REAL-WORLD THERE ARE NO SUCH THINGS AS…
MONEY BORDERS LAWS
IN THE REAL-WORLD THERE ARE NO SUCH THINGS AS…
MONEY BORDERS LAWS
THE STORIES
WE TELL OURSELVES LIE AT THE HEART
OF OUR SHARED IDENTITIES
IF IDEAS ARE LIKE VIRUSES
STORIES ARE HOW WE MAKE THEM
CONTAGIOUS
ALL MARKETERS ARE
STORYTELLERS
buy the book →
…
IT ONLY MAKES SENSE THEN THAT
ALL GREAT BRANDS ARE NOTHING MORE THAN
GREAT STORIES
GREAT PRESENTATION SKILLS CAN HELP
TELL YOUR STORY
HOW CAN YOU MAKE YOUR STORIES
MORE EFFECTIVE?
YOU PAY ATTENTION TO THEIR
SHAPE
“BASIC
SHAPES
“ALL GREAT STORIES THROUGHOUT THE HISTORY OF
WRITING HAVE ALL SHARED ROUGHLY THE SAME
watch the talk →
–Kurt Vonnegut
START END
GOOD
BAD
Recognize this story?
SIMILARLY, GREAT PRESENTATIONS ARE
MADE BY JUXTAPOSING
GOOD vs. BAD
“ALL GREAT
PRESENTATIONS
SHARE
“AFTER LOOKING AT HUNDREDS OF
PRESENTATIONS I FOUND THE SAME BASIC SHAPE
watch the talk →
–Nancy Duarte
PROGRESS IS RELATIVE…
COMPARE THE WORLD AS IT IS
WITH WHAT IT COULD BE
I LOOKED AT A LIST OF THE MOST FAMOUS
FIRST LINES IN LITERATURE AND FOUND
THAT GREAT AUTHORS
DO THIS TOO!
“All happy families are alike; each unhappy
family is unhappy in its own way.”
– ANNA KARENINA
leo tolstoy
“It was a bright, cold day in April, and the
clocks were striking thirteen.”
– 1984
george orwell
THIS CONTRAST WILL MAKE
YOUR MISSION CONVINCING
2RHETORIC
“The purpose of design is to
Inform and Delight”
–Milton Glaser
“The purpose of presentation design is to
Inform, Delight & Persuade”
RHETORICAL TRIANGLE
ARISTOTLE DEVISED A SYSTEM CALLED THE
RHETORICAL TRIANGLE
PATHOS
LOGOSETHOS
RHETORICAL TRIANGLE
EMOTION
LOGICTRUST
GREAT PRESENTATIONS NEED
ALL THREE OF THESE ELEMENTS
TO BE THROUGHLY CONVINCING
Would this ad make you
want a Big Mac?
LOGIC ALONE WILL NEVER
CONVINCE ANYONE!
IF IT DID, NO ONE
WOULD SMOKE
THE TRUTH OF THE RHETORICAL
TRIANGLE IS WHY ANTI-SMOKE
ADS LOOK LIKE THIS
• BULLETS

• KILL
• ATTENTION
NOT JUST BECAUSE THEY ARE
VISUALLY UNEXCITING…
…BUT ALSO BECAUSE THEY
MISS 2/3 KEY APPEALS
GREAT STORYTELLING WILL
APPEAL TO EMOTION
AND GREAT DESIGN WILL
CONVEY TRUST
3DESIGN
FIRST THINGS FIRST, LET’S
COVER THE BASICS
COMPOSITION
NOTICE THE POINTS OF INTEREST
WHERE THE LINES INTERSECT
The Last Supper Leonardo DaVinci
THIS FRAMEWORK IS CALLED THE RULE OF THIRDS
AND IT’S A GREAT WAY TO MAP OUT YOUR SLIDES
LOOK! I PRACTICE WHAT I PREACH!
MULTIPLY THE IMPACT OF YOUR POINTS OF INTEREST, BY GIVING THEM
PLENTY OF BREATHING ROOM
MULTIPLY THE IMPACT OF YOUR POINTS OF INTEREST, BY GIVING THEM
PLENTY OF BREATHING ROOM
ALL THESE UNOCCUPIED SQUARES
THIS IS REFERRED TO AS
NEGATIVE SPACE
COLOR
THIS IS THE COLOR WHEEL.
IT’S A CONVENIENT WAY
FOR ARTISTS AND
DESIGNERS TO DIAGRAM
THE RELATIONSHIPS OF
COLORS AND TO IDENTIFY
HARMONIOUS PAIRINGS
Fun Fact: The color wheel was first
introduced by Isaac Newton in 1672
THE COLOR WHEEL
ANALOGOUS
THIS WORKS
COMPLEMENTARY
THIS WORKS
IN FACT, I USED A COMPLIMENTARY COLOR SCHEME FOR THIS PRESENTATION
CONTRAST
AS VISUAL CREATURES, HUMAN BEINGS ARE
PATTERN-RECOGNITION MACHINES
SO WHEN A PATTERN IS BROKEN WE TAKE NOTICE:
IT STANDS OUT BETTER
THE MORE WAYS YOU CAN CONTRAST
THE BIGGER THE IMPACT WILL BE
THE DUTCH MASTER
JOHANNES VERMEER
INTUITIVELY UNDERSTOOD
THE POWER OF
CONTRAST.
JUST LOOK AT THE DRAMA
THE INTENSE LIGHTING OF
THE FACE ACHIEVES BY
BEING SET AGAINST A
DARK BACKGROUND
I RAN A PHOTOSHOP
FILTER THAT
AVERAGED THE
COLORS AND IT’S
CLEAR JUST HOW
BRIGHT THE FACE IS.
BUT LOOK AT HOW
MUCH DARKER THIS
COLOR LOOKS IN
ISOLATION. 



THE CONTRAST OF
THE BACKGROUND IS
WHAT MADE IT
IMPACTFUL.
Looks much darker now, no?
TYPOGRAPHY
Serif
Sans Serif
QUALITY SERIFS
Times New Roman
Bodoni
Georgia
Garamond
QUALITY SANS SERIFS
Avenir
Futura
Helvetica
Gill Sans
Garamond 60pt goes great with Helvetica. Since
Helvetica is very rigid and Garamond is
calligraphic the contrast works nicely. Notice
how neither one distracts from the other; instead
the two fonts complement each other
wonderfully.
HELVETICA 120pt
Once you’ve set your type using a harmonious
grouping of timeless fonts, accentuating this
contrast with a nice complimentary color
scheme simply sets your work over the top.
HELVETICA 120pt
YOU MIGHT HAVE NOTICED THAT I DIDN’T USE
THE TYPEFACES I RECOMMENDED
NEUE HAAS UNICA
Iowan Old Style
IN CASE YOU WERE CURIOUS, HERE ARE THE
TYPEFACES I ACTUALLY USED
“Learn the rules like a professional, so
you can break them like an artist.”
–Pablo Picasso
SIMPLICITYSIMPLICITYSIMPLICITY
MOST CRAPPY SLIDES SUCCUMB TO
DATA OVERLOAD
ESPECIALLY WHEN IT COMES TO DATA VISUALIZATION
STRIP ALL UNNECESSARY DETAIL
“The best design is as little
design as possible.”
–Dieter Rams
FOR TEXT, FOLLOW GUY KAWASAKI’S
6/60 RULE
NO MORE THAN SIX WORDS PER SLIDE
NO LOWER THAN 60 POINT FONT*
*I only broke this rule because I’m not giving the talk in person. Again,
break rules only once you know ‘em well.
WHEN IN DOUBT
TAKE IT OUT!
LOOK AT HOW DRAMATICALLY IMPROVED THIS SLIDE WAS
ONCE IT WAS SIMPLIFIED
SOURCE: Presentation Zen Garr Reynolds
Follow Write Me Connect
THANKS FOR READING!
KEEP IN TOUCH!
JoeGelman.com

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