Why PowerPoint is Making Us All Stupid May 20, 2008
Posted by Chase in Design, Marketing.Tags: Clip Art, culture, Design, Education, Marketing, Microsoft, PowerPoint, Presentation, Public Speaking, Saying Nothing
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Image courtesy of flickr user benoitvinceaux
This article is inspired by an article I read in Wired by Edward Tufte quite awhile back, and since then PowerPoint has reached a new iteration and has become even more pervasive.
I’m writing this article because after finishing another semester, I look back on the last few weeks fondly and yet there is a large black mark upon those memories. That black mark sits directly upon final presentations in my International Trade Finance class. And if I see another black on navy, cerulean on white monstrosity I might cry.
PowerPoint, an Education in Saying Nothing
It is my opinion that PowerPoint and the complicity of our education system are killing the fine art of rhetoric, that’s speaking for those of you that are proficient in said program. There was once a time when a presenter had to stand on his own, with only a podium to hide his shame and fear.
Now it seems like anyone willing to stand up can put together a PowerPoint and call what they’re doing a presentation or a speech. generic images far too often take the place of useful content, placing aesthetic above content and cohesion. This is what I refer to a the clip art mentality.
I can remember in 7th grade when I first discovered powerpoint and clip art, and I’m told powerpoints are now used in many grade schools. At the time I questioned the need for such venal window dressing, but my teacher assured me that people wouldn’t pay attention to a presentation without graphics. No doubt, that what the teachers’ book for the class said as well.
This is a problem for me because it enforces inattentiveness, and a near contempt for content and detail.In short this approach teaches mediocrity
Further more I take issue with the emphasis on the bullet point format.
- Its condecending, “bullet points” imply some sort of forceful authority of the speaker by means other than actual knowledge of the subject.
- They lack detail and solid information
- Like talking points in politics, they are the most simple one sided view of any issue
- Most information does not lend itself to lists
- and would be more meaningful as a paragraph
- They smack of a cheesy sales pitch, think time share
Why are you trying to sell me something?
Because of their lack of detail and focus on gloss most PowerPoint presentations come across as a sales pitch. It is sad to think that the art of oration is being ground into a routine of selling a flimsy idea. Don’t get me wrong, I’m always in support of selling something but the content needs to be there. I especially have a problem with general education focusing on this ell yourself mentality. It isn’t intellectually or academically honest or meaningful.
Roundup
Our schools with help from Microsoft are using PowerPoint to make us all mindless machines for buying and selling. Ditch PowerPoint for awhile and learn to present without it, you’ll find that you don’t need clip art or bullet points to get your point across.
5 Things You Can Learn About Marketing From Theatre May 13, 2008
Posted by Chase in Marketing.Tags: acting, Chase, Funny, Humor, Marketing, shakespeare, tempest, theatre, tips
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A few months ago I played the role of Antonio in Shakespeare’s The Tempest at Dickinson College. I was great getting back into theatre and especially preforming Shakespeare. We even got to work with professional actor Fred Morsell who was an inspiration as well as a riot backstage.
The whole production I couldn’t help but think of how acting is a lot like marketing, selling another person’s idea to a group of relatively unknown consumers all the while trying not to make an ass of one’s self.
5 Lessons I Learned
1. Make Eye Contact
Unless you’re working with wild animals, then moderate eye contact may imply a connection. Eye contact also helps to establish strong nonverbal communication, or step one in detecting BS. In a pinch your unblinking gaze might just make people uncomfortable enough to just give in rather than face another awkward moment of your silent condemnation.
2. Look Like You’re Listening
That isn’t to say that you shouldn’t listen, but people tend to ramble and over explain, especially when uncomfortable or confused. If you have mastered the previous step then prepare for a few minutes of senseless jaw flapping. Moreover, every conversation much like theatre involves a certain amount of filler. If you don’t look like you’re listening, then you’ve broken character, so suck it up and smile and nod when you hear an anecdote about your client’s hilarious/insightful/adorable child/evil spawn.
3. Dress the Part
If you call yourself the Duke of Milan, you had better be wearing a sweet crown and some shiny medals. When you’re meeting with a client it’s no different. As a marketer you’re supposed to have your thumb on the pulse of today’s hot trends, so lose the button down collar and and four in hand tie knot.
4. Express Yourself
Hand gestures convey meaning and reinforce step 2. However, bare in mind that you aren’t a character in the Godfather. When speaking keep your hands below and between your shoulders. It is also advisable to maintain a safe and respectable distance from clients and coworkers. No one should lose an eye when you triumphantly point your finger in the air!
5. When In Doubt, Bring Your Sword
Props aren’t just for the stage, they have applications in almost any setting, especially the office. Business Cards, Portfolios, and those weird little promotional things are all props. And just like in theatre good use of props help to draw attention away from your otherwise glaring deficiencies. For example, when introduced to someone new, hand them your business card, they will take a long second to look it before filing it in a pocket. In that time you can straighten your tie, wipe regain composure after an inappropriate water cooler joke, or switch from you half-retarded goofing off mode to some semblance of professionalism.
With these tips and a little practice you too can come across as knowledgeable, likable, and in time maybe even worth keeping around.
Critique of the Week: Discovery Channel May 12, 2008
Posted by Chase in Marketing.Tags: Ads, Chase, Commercial, Critique, Design, Discovery, Discovery Channel, Logo, Love the whole world, Marketing, Trends
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The Commercial
I’ve been a fan of Discovery® since I was 5, back when they mostly showed videos of African wildlife, and I don’t mean to knock wildlife videos because they’re the best!
So that being said, I’m sure that any of you that are fans have seen their new commercials, if not check them out. The song struck me as familiar, in the sense that it reminded me of my youth but also because I had heard it before. However I couldn’t remember where so I asked around and it turns out that it is based on an old camp song used by the Boy Scouts and Girl Scouts.
I have to give the commercial 5 Stars. Most importantly it hits their whole product line, in this case shows, and that’s always a good idea. The clips are well chosen and showcase the amazing shots that Discovery is renowned for, the attention to detail is amazing. And like any good advertisement, it sticks in your head like that BB from Christmas of ‘94. I digress, the camp song is really catchy as they are supposed to be and paired with the matching clips it not only sticks in your head but you remember it’s about the Discovery channel.
The Logo
The old logo wasn’t bad at all but it was starting to show its age. Black text in logos isn’t really the latest in design trends; it’s very formal and serious. They were well served by limiting themselves to 3 colors, which ensures easy reproduction and clarity at various sizes. The downside: Aside from their recognizable font and globe this logo lacks a single defining trait or shape, which is to say that neither of those elements alone can represent discovery. You need the font, words, and globe.
The new logo is in my opinion beautiful. The font has been updated and looks more modern and clean. They have limited their color palette to just Blue and White. Blue is a universally safe color, there is no culture where blue has a particularly negative connotation, which is why it is used frequently for business media. White at least in a western context is bright and clean. The removal of the bar is a strong choice; they’ve come closer to the essence of their brand without losing anything. The best part: The intersection of the globe and the “D” plays upon the previous incarnation but creates a defining element. If you now see a globe intersecting a “D” from the left it is identifiable as Discovery®.
The Lesson:
- Catchy, pretty commercials have to be identifiable with your brand. People need to be say “hay did you see that [your company] commercial,” not “hey did you see that commercial with [your great idea]?”
- Logos should be designed with print in mind.
- Logos need a defining element.
- When in doubt blue is in. (for now)
