Design Matters: Design Basics for Leadership Communication

Effective Communication for Leaders

Dr. Pamela Rutledge

DESIGN MATTERS

As soon as you move one stop up from the bottom, your effectiveness depends on your ability to reach others …

Peter Drucker

93% of Communication is Nonverbal

Words are processed by our short-term memory where we can only retain about 7 bits of information, plus or minus 2…

Images, on the other hand, go directly into long-term memory where they are indelibly etched.

Source: Berger, Ways of Seeing, 1972.

What is

DESIGN

When you design a

presentation, you can

define the

universe for your

users

This is for you

CREATE A RELATIONSHIP

Source: http://austinkleon.com/tag/powerpoint/

Design Creates:credibility

statuslikeability

self-efficacy enjoymentmotivationproductivity

behavior change

Good

>

B=f (P,E)We can change behavior by designing the environment

The background influences the eye’s perception of color

COLOR CONTEXT

COLOR CONSTANCY

COGNITIVE CONSTANCY

Yes, sure! No problem.

COGNITIVE CONFLICT

Alternating hues, values and brightness or the juxtaposition of complementary colors creates perceptions of movement

COLOR MAKES MOVEMENT

GESTALT

P E R C E P T U A L P R I N C I P L ES

• Figure and Ground• Similarity• Proximity• Closure• Continuity• Symmetry• Area

GESTALT PRINCIPLES

• Figure and Ground• Similarity• Proximity• Closure• Continuity• Symmetry• Area

GESTALT PRINCIPLES

• Figure and Ground• Similarity• Proximity• Closure• Continuity• Symmetry• Area

GESTALT PRINCIPLES

• Figure and Ground• Similarity• Proximity• Closure• Continuity• Symmetry• Area

GESTALT PRINCIPLES

• Figure and Ground• Similarity• Proximity• Closure• Continuity

Symmetry• Area

GESTALT PRINCIPLES

• Figure and Ground• Similarity• Proximity• Closure• Continuity• Symmetry• Area

GESTALT PRINCIPLES

• Figure and Ground• Similarity• Proximity• Closure• Continuity• Symmetry• Area

GESTALT PRINCIPLES

PERCEPTUAL CONSTANCY

HIERARCHY

WHAT WORKS?

PERCEPTIONS OF DEPTH

33FORM & MOVEMENT

FILL IN THE BLANKS

WHAT DOESN’T?

legibility legibility legibility

Oral

Written

Written with organizing elements like bullets & color

Written material translated into charts

Purely visual

COMMUNICATION SPECTRUM

BENEFITS• Getting attention• Providing context• Reducing learning time• Showing contrast• Illustrating abstract concepts • Demonstrating a process• Sharing a vision

SPEAKING VISUALLY

Communication for Leaders

Dr. Pamela Rutledge

DESIGN MATTERS