Three major trends in business presentation design in 2019: Scenario-based architecture, visual personalization and intelligent interface
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[This article](https://medium.com/%E8%81%B7%E4%BA%BA%E7%B0%A1%E5%A0%B1%E8%88%87%E5%95%86%E6%A5%AD%E6%80%9D%E7%B6 %AD/2019-%E5%95%86%E5%8B%99%E7%B0%A1%E5%A0%B1%E8%A8%AD%E8%A8%88%E7%9A%84%E4%B8%89%E5%A4%A7%E8%B6%A8%E5% 8B%A2-%E6%9E%B6%E6%A7%8B%E5%A0%B4%E6%99%AF%E5%8C%96-%E8%A6%96%E8%A6%BA%E5%80%8B%E6%80%A7%E5%8C%96-%E4%B B%8B%E9%9D%A2%E6%99%BA%E8%83%BD%E5%8C%96-ab9f1c9aa657) author Liu Yiyou, for Presentation. Founder of Easy Presentation Workshop. He has more than ten years of experience in business presentations and is good at presentation structure, information visualization, strategic proposals and fundraising presentations. Thank you for authorizing the “Content Hacker” website to reprint it. Thank you hereby.
At the beginning of this year, I wrote an article “Six major trends in business presentation design in 2018”. I combined the needs and changes I have seen in corporate presentation training and consulting projects in the past year, combined with my long-term focus on the application and development of European, American and Chinese presentations, to summarize six major trends:
Trend 1: Let data speak | Not only tell stories, but also use data to tell stories Trend 2: Visual communication｜Visualization is no longer just a bonus, but a necessity Trend 3: Scenario-based images｜High-resolution, real pictures or images that are closer to the scene or situation Trend 4: Negative space design | Improve texture and make it easier to focus on the content of the presentation Trend Five: Reappearance of Nostalgic Style｜Elements of the 1980s and 1990s are integrated into presentation design Trend 6: Intelligent design｜The combination of artificial intelligence makes presentation design feel like a plug-in
After a year of observation, it is not difficult to find that these trends have gradually taken shape, matured, and even begun to undergo some qualitative changes in the development of business briefings. Facing the upcoming 2019, what new look will be shown in business briefing design? The following is a summary of three major trends based on my experience in corporate training and consulting projects, as well as analysis of domestic and foreign design trends, combined with my observation of briefing market development and trend technologies.
Trend 1: Scenario-based architecture | Combining the golden circle rules, using data to tell micro-stories, and importing scenario templates Trend 2: Visual Personalization｜Colorful minimalism, images of real scenes, custom fonts and illustrations Trend 3: Intelligent interface｜Mobile device compatibility, more mature intelligent functions, and greatly improved software functions
Trend 1: Scenario-based architecture｜Combined with scenario thinking, why and how to say are more important than what to say
It is mentioned in the book “[Scene Revolution] (https://www.books.com.tw/products/0010764801)” that modern people live in one scene after another every day; therefore, the marketing method no longer focuses on a single product, but gives a scene to establish a relationship with consumers, how to use it, where to use it, why to use it… Through the scene, consumers can feel that the product is related to them and can solve the problems in their life scenes, allowing consumers to assign value to this product and create a connection.
This kind of scenario thinking also extends to the structure of business presentations. The first focus is the application of the “Golden Circle Rule”.
- Combined with the golden circle rule, the key to effective communication is to establish a connection with the audience
Simon． Sinaike(Simon Sinek proposed the golden circle theory in a 2009 TED talk “How Great Leaders Inspire Action”.
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Simon. Sinek believes that all successful leaders or brands in the world, the way they think, act and communicate follows the “golden circle” rule, which includes three levels from the inside to the outside, namely Why - How - What.
“Why represents the philosophy and goals of the leader or brand, How represents the method and process of executing the philosophy, and What represents the final product and leadership style.”
All successful leaders and brands start thinking from the core idea (Why), then think outwards about how to achieve it (How), and what is the final result (What)? But most people go in the opposite direction, focusing on the results they see instead of thinking about the reasons behind it.
For example, Apple fully utilizes the “Golden Circle” rule in product marketing.
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Apple’s brand concept is “innovative thinking”, and its goal is to provide consumers with an excellent user experience (Why); in order to achieve this goal, Apple designs simple and exquisite product appearance, humanized user interface (How), and finally launches specific products (What). As a result, there is an iPad that does not need to be replaced, and an iPhone that combines phone calls/internet browsing/listening to music without the need for a stylus. What consumers buy is not Apple’s products, but the brand concept behind Apple’s products.
If we apply it to communication and business presentations, we first think about the purpose (Why). Do we hope that through communication and presentations, will the other party know, understand, agree, or take action? In order to achieve this goal, what should we do to get the desired reaction from the other party? Then based on this purpose and method, corresponding communication content and briefing materials are produced.
Not only Apple, but also the application of the golden circle rule can be found in more and more corporate presentations, which not only improves the efficiency of presentation communication, but also strengthens the power of recognition and persuasion. In terms of practical application, I combined the golden circle rule with Aristotle’s three elements of communication to develop a “golden circle” model, which includes two parts: the “golden circle of thinking” and the “golden circle of expression.” The reason why it is called a circle is because from thinking to expression, and then reflection and thinking from expression, it is verified repeatedly until the entire circle is smooth and runs smoothly, thus improving the effectiveness of communication. For more explanations and applications of the “Golden Circle”, please refer to “[When Aristotle meets the Golden Circle Rules: The Golden Circle of Effective Communication and Accurate Expression]” (https://medium.com/%E8%81%B7%E4%BA%BA%E7%B0%A1%E5 %A0%B1%E8%88%87%E5%95%86%E6%A5%AD%E6%80%9D%E7%B6%AD/%E7%95%B6%E4%BA%9E%E9%87%8C%E6%96%AF%E5%A4%9A%E5%B E%B7%E9%81%87%E4%B8%8A%E9%BB%83%E9%87%91%E5%9C%88%E6%B3%95%E5%89%87-%E6%9C%89%E6%95%88%E6%BA%9D%E9%80% 9A-%E7%B2%BE%E6%BA%96%E8%A1%A8%E9%81%94%E7%9A%84%E9%BB%83%E9%87%91%E8%BF%B4%E5%9C%88-b85409477b5a)》 article.
- Use data to tell micro-stories, combining rationality and sensibility to strengthen the power of recognition and persuasion.
In “Six major trends in business presentation design in 2018”, it has been mentioned that using storytelling to conduct presentations is no longer a new topic. The difference is that in the past, telling stories may allow you to get better presentation results, but now if you don’t know how to tell stories, you will definitely lose the audience’s attention quickly, but no one wants to listen to long stories.
Nowadays, people generally have a phenomenon of “scarcity of attention”. Because the massive amount of information overloads our brains, most of the information will be automatically blocked, and only a small amount of information can enter our attention. Therefore, how to capture the audience’s attention will become more important, and more diverse storytelling methods will emerge in an attempt to capture your and my attention.
In “[Five-star communication skills, your huge wave of success](https://www.books.com.tw/exep/assp.php/vista/products/0010799292?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm _campaign=ap-201812)”, it is mentioned that a large part of the success of McKinsey Consulting comes from good “communication skills.” How to persuade project leaders to let themselves take charge of challenging cases, and how to persuade clients to adopt their solutions are problems that McKinsey consultants face every day, and the key to these problems is “telling the best story in a short time,” which is also a “micro-story.”
Can everyone pay for telling a story? Such doubts keep popping up, especially in business briefings. You may not have so much time to tell a story, and if you don’t tell it well, it may become an “accident.” People who use data every day may prefer to see data as a basis for judgment. Data is one of the most important elements for business briefings. If the story can be told through data, it will have greater effect.
- Import scene templates, which combine structure, layout and style, and focus more on content output.
Larger enterprises or companies will develop a so-called “Corporate Identity System (CIS)” to unify logos, standard fonts, colors and a series of supporting designs, and design a set of briefing templates based on the corporate identity system for use by internal employees and external suppliers and customers. This will maintain the consistency of the brand image, and secondly allow employees to reduce the time and effort spent on briefing design and focus on content production.
As more and more companies adopt a minimalist style for their briefings, it is indeed difficult for all employees to produce business briefings that are above the standard and consistent in style. It is also not cost-effective to outsource them to design companies. Therefore, companies have begun to provide briefing templates that include theme structure and content layout, so that employees can have a basic “semi-finished product” that can be modified according to the actual situation to save time and minimize the differences in the styles and levels of each other’s briefings.
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Templates that combine structure, layout and style are increasingly popular among business presenters
There are also many such presentation templates available for free download on the Internet. Here are a few of my commonly used template libraries:
▎Microsoft OfficePLUS.cn (Microsoft official) ▎Youpin PPT (You can choose according to “color” and “type”) (personal recommendation) ▎HiPPTer (portal website for presentation materials) ▎51PPT (You can choose according to “theme”, “style”, “industry”, “designer”, etc.)
Trend 2: Visual Personalization｜While pursuing minimalism, we also hope to show uniqueness and distinctive branding
- Colorful minimalism, with bold colors replacing neutral and soft color schemes
Usually minimalism uses neutral or pastel color schemes, but this year there is a new color minimalism (Colorful Minimalism), which still maintains a streamlined and neat design, but with more colors.
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Traditional minimalist style with neutral or muted tones (image source)
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This year began a new trend of colorful minimalism, paired with bright, bold hues (Image source)
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The combination of sharp contrasts and bold colors is eye-catching
Color authority Pantone recently announced the 2019 representative color “Living Coral”, which is taken from the natural color of natural coral reefs. In terms of color, it is also rich in the meaning of the natural ecology of “coral reefs”. This orange-red color with golden tones contains optimistic, positive and life-affirming positive meanings; from the changes in color systems in the past few years, it is not difficult to see that the latest color of the year also echoes the trend of bright and bold colors.
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Pantone provides 5 different color palettes, making it easier for everyone to understand how to use the color of the year in design and show the dynamics of this color in different combinations. (Please refer to “Pantone announces the 2019 representative color “Living Coral”, and 5 color matching recommendations!”)
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Put the living coral orange and blue into the template, and it will be one of the most popular templates nowadays.
- Images of real scenes can bring you closer than high-quality professional photos.
The emergence of a large number of high-quality free photo galleries has improved the picture resolution and quality of presentations. However, more and more “image collisions” have occurred, but they cannot prevent others from using them. Therefore, many companies and individuals have begun to use self-photographed photos. On the one hand, they do not have to worry about the dilemma of image collisions, and on the other hand, they are closer to the real situation of the content. Thanks to the continuous improvement of the photography functions and pixels of mobile devices, we can take pictures of the situations around us anytime and anywhere. Coupled with the powerful functions of photo editing apps, everyone can be a professional photographer.
Compared with using professional photo galleries, taking pictures with mobile phones can better reflect the scenes required for the content and shorten the distance with the briefing audience. This trend has been obvious this year and will continue into 2019; at the same time, a large number of free photo galleries will disappear before our eyes.
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The free photo resources compiled at the beginning of this year, guess how many of them have disappeared now? (Compiled by Liu Yiyou)
Trend 3: Intelligent interface | The introduction of cloud and artificial intelligence has greatly lowered the threshold for software operation and optimized the user experience.
- Mobile device compatibility
The advantage of mobile devices is that they are convenient and can be used for presentations anywhere, but the screen size is smaller compared to large projection screens and computer screens. Therefore, the visual design is mostly based on images, supplemented by clear and visible bold fonts to present key messages; bold fonts can reflect strength, innovation and personality, and are easier to read on mobile devices.
At the same time, business presentations have also begun to use 16:9 as the default size for slides. On the one hand, they can be compatible with different platform devices, and on the other hand, they are more efficient in information presentation. In Lai Yiwei’s article “[Why do wide screens dominate the world - The golden mean of 16:9]” (https://www.guokr.com/article/438029/), it is mentioned that human eyes are upward and upward. The downward viewing angles are 60 degrees and 75 degrees respectively, while the horizontal outward viewing angles can be as high as 95 degrees. Therefore, the wide screen design is more in line with human vision. More important information can be placed on the same horizontal plane, and the amount of information per unit area can be more efficiently increased.
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- The “transformation” effect of the transition combined with the “3D model” makes the animation simpler and more eye-catching.
After Microsoft launched the Microsoft 365 smart solution with artificial intelligence engine, we have seen many “experimental” features in Office 365 this year, including “conversion” in transition effects and “3D model image” support, which can make the animation effect of slide switching easier to operate and more eye-catching; these features will also be included in the latest version of Office 2019.
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The transformation effect is combined with the 3D model to easily create cool visual effects (Source)
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The transformation effect is combined with the 3D model to easily create cool visual effects (Source)
- The “design conception” function of design, there is no need to design, only to make choices
If your layout design is always the same and you are a troubled designer, then the “Design Ideas” function will definitely surprise you. Just enter text and add pictures, and the design ideas can automatically create a variety of layout designs for you to choose from, saving a lot of time and making a top-notch visual design.
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- Translation’s “instant translation” and “add subtitles” functions make cross-border communication more intuitive
The “Translator” that can translate in real time can simultaneously convert spoken speech content into subtitles in more than 60 languages. It uses artificial intelligence to analyze the semantic meaning of the surrounding text and correct the subtitle content in time for accuracy.
In order to allow the hearing-impaired to “see” the content of the conversation without any barriers, Microsoft also announced that it will add a real-time subtitle function in 2019, which will instantly turn the words of the other party into subtitles and print them on the video window.
Want to learn more business presentation skills? Welcome to pay attention to Presentation. Easy Presentation’s FB fan page.
★Photo Credit: [Liu Yiyou](https://medium.com/%E8%81%B7%E4%BA%BA%E7%B0%A1%E5%A0%B1%E8%88%87%E5%95%86%E6%A5 %AD%E6%80%9D%E7%B6%AD/2019-%E5%95%86%E5%8B%99%E7%B0%A1%E5%A0%B1%E8%A8%AD%E8%A8%88%E7%9A%84%E4 %B8%89%E5%A4%A7%E8%B6%A8%E5%8B%A2-%E6%9E%B6%E6%A7%8B%E5%A0%B4%E6%99%AF%E5%8C%96-%E8%A6%96%E8 %A6%BA%E5%80%8B%E6%80%A7%E5%8C%96-%E4%BB%8B%E9%9D%A2%E6%99%BA%E8%83%BD%E5%8C%96-ab9f1c9aa657)
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★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)“
Further reading
- The second meeting of “Lun Liu Lai Briefing”: the starting point of presentation design, starting from understanding the audience
- The presentation hacker has evolved again, and you will immediately become a presentation master
- Hidden rules of presentations that your boss didn’t tell you: The point is not whether they look good or not, but…
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