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When Only a Picture Will Do

A picture of Ben Franklin can get readers thinking about everything from electricity and almanacs to bifocal glasses and $100 bills.

We all know that photos and drawings get readers thinking about our message faster than words alone.

Here are some tips on incorporating artwork when you want to:

  • Introduce an abstract idea.
    The statue of liberty gets people thinking about freedom, while a picture of Einstein conjures up the word "genius" in readers' minds.
  • Evoke emotion.
    A picture of a man living in a cardboard box will draw more donations to a homeless group than a strictly verbal appeal.
  • Present evidence.
    Trying to convince an audience that tea is more popular than coffee outside the U.S.? The message will be more believable when accompanied by five or six pictures of people of different cultures drinking tea.
  • Focus Attention.
    Make an offer stand out by putting an illustration right next to it.

Info: "Clear and to the Point: 8 Psychological Principles of Compelling PowerPoint Presentations," by Stephen M. Kosslyn, ISBN 978-0-19-532069-5

Reprinted with permission from
The Marketing Report
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