Why Use Visuals?
Media Services, Robert A. L. Mortvedt Library
Pacific Lutheran University
The URL for this file is:
http://www.plu.edu/libr/media/why_visuals.html
Two studies have clearly demonstrated the positive effects of using
visuals in
presentations: the 3M/Wharton School study (A Study of the
Effects of the Use of Overhead Transparencies on Business
Meetings, Wharton Applied Research Center, Wharton School,
University of Pennsylvania, 1981) and the University of
Minnesota/3M study (Vogel, Douglas R., Gary W. Dickson, and John A.
Lehman, Persuasion and the Role of Visual Presentation Support:
The UM/3M Study, 1986). They conclude that there are three
areas in particular
where the use of visuals can be used in presentations:
- Visuals add another sensory channel to the oral
communication process
- Visuals utilize right brain visual and spatial processing to
complement
the
left brain
processing used in listening
- Synergism between left and right brain processes create
better 'whole picture' communication
- Using visuals results in improved efficiencies:
- improved group consensus
- less time spent in discussing decisions
- less time spent in meetings
- highly significant improvements in audience action
- Using visuals results in improved audience:
- attention
- comprehension
- agreement
- retention
- action
Improvements With Use of Visuals
Characteristic Percent Change
-------------- ---------------
Action...............................43.0
Perceptions of presenter.............11.0
Retention............................10.1
Comprehension.........................8.5
Attention.............................7.5
Agreement.............................5.5
Source: University of Minnesota/3M Study
Presenters using visuals are perceived as significantly more...
- prepared
- professional
- persuasive
- credible
- interesting
Presenters using slides are perceived as "more
professional"
than those using overhead transparencies.
- Visualization encourages preliminary and early organization
and planning
- "A picture is worth a thousand words"
- Poor presenters using visuals can be as
effective as good presenters not using visuals
"A typical presenter using
presentation
support has nothing to lose and can be as effective as a better
presenter using no visuals. The better a presenter is, however, the
more
one needs to use high quality visual support."
University of Minnesota/3M Study
Media Services Telephone: (253) 535-7509
FAX:: (253) 535-7315
Media Services E-Mail: media@plu.edu Home
Page:
http://www.plu.edu/~media
Maintained by: Layne Nordgren (nordgrle@plu.edu). Send comments.
Last Update: 09/23/96
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