Graphs, Charts, and Videos
A powerful visual leaves an indelible impression we never forget. When I picture the Vietnam War, I still see a naked girl, burnt by napalm, running toward the camera. When I recall John Kennedy's assassination, I still see vividly the details in a news picture showing Jack Ruby shooting Lee Harvey Oswald.
Of what we learn, 75 percent comes to us visually, 13 percent comes through hearing, and 12 percent comes through smell, taste, and touch.1 Visuals come in many forms and include slides, overheads, audiotapes, flipcharts, props, product samples, and brochures. When used well, all enhance persuasion.
A 1986 study by the University of Minnesota and 3M found that presenters who use slides and overhead transparencies are 43 percent more persuasive than those who don't.
The study also found that presenters using computer-generated slides were seen as more professional, more interesting, and more effective.2