At least two studies have clearly demonstrated the positive effects of using visuals in presentations: the 3M/Wharton School study (1981) and the University of Minnesota/3M study (1986). They conclude that there are three areas in particular where the use of visuals can improve presentations:

To improve communication effectiveness

To improve audience's perceptions of presenter

To improve speaker's confidence

 

For further information see the Suggested References

• 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; we have been communicating visually since early history
  
• Using visuals results in improved efficiencies:
  • improved group consensus
    
    

    	Consensus	No Consensus
    No overheads	58%	42%
    Overheads	79%	21%

    
    Source: 3M/Wharton Study (1981)
    
    
  • faster decisions
    • 12% improvement with use of visuals
  • less time spent in meetings
    • 18 minutes (with visuals) versus 26 minutes (without visuals)
  • highly significant improvements in audience action
    
    

    Characteristic	% 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. Those using animated movements and transitions as with presentation packages like Powerpoint regarded as very professional.

• Visualization encourages 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

• Jeary, Tony. Inspire Any Audience: Proven Secrets of the Pros for Powerful Presentations. Trophy Publishing, 1996.
• Kenny, Michael. Presenting Yourself. John Wiley & Sons, Inc. 1982.
• Lindstrom, Robert L. The Business Week Guide to Multimedia Presentations: Create Dynamic Presentations That Inspire. McGraw-Hill, 1994.
• Vaughan, Tay. Multimedia: Making It Work. Osborne McGraw-Hill, 1996.
• Vogel, Douglas R., Gary W. Dickson, and John A. Lehman. Persuasion and the role of visual presentation support: The UM/3M Study, 1986.
• A guide to more effective meetings. 3M Visual Products Division brochure.
• A research report on the effects of the use of overhead transparencies on business meetings. 3M brochure, 1982.
• A study of the effects of the use of overhead transparencies on business meetings, Wharton Applied Research Center, Wharton School, University of Pennsylvania, 1981.
• How visual support affects the persuasiveness of your presentation. 3M Audio Visual Division brochure.
• Six secrets to holding a good meeting ... every time. 3M Audio Visual Division brochure.

Maintained by: Layne Nordgren (nordgrle@plu.edu)
Last Update: 10/26/98