Watch every course in the library with a membership.
Each course includes high-quality videos taught by expert instructors.

Start Your Free Trial Now

Understanding the audience

Understanding the audience provides you with in-depth training on Design. Taught by Nancy Duarte as … Show More

Creative Inspirations: Duarte Design, Presentation Design Studio

with Nancy Duarte

Video: Understanding the audience

Understanding the audience provides you with in-depth training on Design. Taught by Nancy Duarte as part of the Creative Inspirations: Duarte Design, Presentation Design Studio
please wait ...
Understanding the audience
Video duration: 6m 2s 51m 3s Appropriate for all


Understanding the audience provides you with in-depth training on Design. Taught by Nancy Duarte as part of the Creative Inspirations: Duarte Design, Presentation Design Studio


Understanding the audience

(Music playing.) Brooke Embry: So this project was for the National Marine Sanctuary Foundation. Really what they were trying to do is show the connectivity of the Gulf of Mexico in terms of all these different constituents. What they were trying to do again is establish the Gulf of Mexico as a marine sanctuary. So protect the area, set rules around what people could and couldn't do, again, from recreation to oil industry.

So it's really setting those boundaries, preserving this area and what they want to do is present this to White House and really have this be kind of the next big environmental stance for the White House to take. So that was really their plug and their pull for what they were trying to do with this presentation. So what we would like to do is kind of walk through it a little bit, show some of the real interesting pieces, and why we took the direction that we did for this. So they have this entire library of assets, which we were really excited about. We are like, great, we are going to be able to handpick these beautiful, kind of National Geographic type images is what we thought.

It turned out that they did have a lot of great images, but the resolution wasn't always great. Sometimes the tone of the color of the picture was either kind of on the yellow side, so we didn't really want to use it. So it did pose a little bit of a challenge. It gave us great ideas in what we wanted to do with the photos, but then we kind of had to go out on our own and source the photos to have this continuity between the look and feel of the whole presentation. So again, great for generating ideas, but unfortunately we weren't able to use a lot of the assets that they provided us.

Michael Moon: Yeah. The funny thing about that is, is once we figured out what the story was, we realized that we didn't have a lot of the assets that we needed to tell it. They had, despite their mountains and mountains of stuff, nothing that was going to really connect them back to their audience. Of course, they had these great pictures of sea turtles and coral reefs and all of this other stuff, but you can only put so much of that stuff up on screen before it gets old, and it's kind of like, well, tell me what this means to me. That's really where we started out with the process. What was interesting to us was, in their formulation of this, they almost completely neglected their audience.

They didn't think about, okay, if I have to go to the White House or the administration and talk to these sorts of people, who am I really talking to, right? If my audience is politicians, what do the politicians really care about? Constituents. I mean their goal is to get reelected. So just by talking about sea turtles isn't going to do that, because sea turtles don't vote. You have got to think about all the people that this marine sanctuary could possibly affect and there's a lot of interest down in the Gulf. So pulling those interests out and identifying those things and saying, if you are going to go out and you are going to talk to oil and gas folks, if you are going to go talk to the scientists, or if you are going to go talk to the environmentalists, if you are going to go talk to the people who make a living on the shrimp boats down in the Gulf, those are the stories that you need to tell.

You have got to give them a reason to believe that what you are doing is going to ultimately benefit them in the future. At the end of the day, it all comes together to say, hey, can't we all just get along? We are a lot of different people, a lot of different constituents, we have our own interests, but can we find the happy medium that benefits all of us? That was really what I would call the thesis statement of this presentation at the end. How do we tell a story that says, you know what, everyone is going to support this move, and that's why it's a politically safe thing for you to go do.

It helps bring that call to action home, when you can't really object to it, because you kind of scratch your head and you go, yeah, I guess that does make sense to everybody. Everyone will get behind this. So what we ended up doing was talking to all these constituencies out here. So we have got everyone from the scientists and the environmentalists, who are out there trying to preserve nature, to the merchant marines who are going out and capturing shrimp. Then of course you have got tourists, and you have got people who just like to go out and enjoy the Gulf for the sport fishing and snorkeling and everything else that goes along with it.

So we thought that if we could tell the stories from their perspectives, that it would be a little bit more resident for the people who are finally going to listen to this thing and go, you know what, everyone has got interests here in the Gulf, in preserving and making sure that it's going to return the oil and gas, it's going to return the fishery sources, it's going to just provide for a decent Saturday afternoon. It makes the story a little bit more real. Brooke Embry: Well, again, the one thing about this is that these are actually the real people. These aren't stock photos. So that kind of brings the power and brings the authenticity of the presentation of what they are trying to do.

What was really effective too is, Michael kind of alluded to it, but he really presented this back to the client. So we didn't just kick over a file and say, here you go, what do you think? It was let's get either on a phone call or meet face-to-face, we will present your presentation to you, and treat you like you are the audience. So you feel the full experience of it and then go through any feedback or discussions, what worked, what didn't work, what really resonated, so it's treating it like the client is the live audience.

It was just really, really effective. Upfront we even offered training. We are like hey, if you guys want us to come in, meet with the five people that will probably use this presentation the most, we can give them a little coaching on how to present this file. They didn't go with that, but you know what, they were super thankful that we offered. Michael Moon: Honestly, it's a fun process, because we do this stuff so naturally, because we do it on a day-to-day basis, but most people who get up there with your standard PowerPoint or other presentation software or something, don't really think about the presentation that way. So if you can present to them what your vision for it should be and have the cadence and have the presence on stage and let people really experience that, a very interesting point happens in the process, where they make it their own.

They take it and they go, okay, you can take the training wheels off now, I am ready for this, and now I am going to go do it. They become much better presenters because of that process.

There are currently no FAQs about Creative Inspirations: Duarte Design, Presentation Design Studio.






Don't show this message again
Share a link to this course

What are exercise files?

Exercise files are the same files the author uses in the course. Save time by downloading the author's files instead of setting up your own files, and learn by following along with the instructor.

Can I take this course without the exercise files?

Yes! If you decide you would like the exercise files later, you can upgrade to a premium account any time.

Become a member Download sample files See plans and pricing

Please wait... please wait ...
Upgrade to get access to exercise files.

Exercise files video

How to use exercise files.

Learn by watching, listening, and doing, Exercise files are the same files the author uses in the course, so you can download them and follow along Premium memberships include access to all exercise files in the library.

Exercise files

Exercise files video

How to use exercise files.

For additional information on downloading and using exercise files, watch our instructional video or read the instructions in the FAQ .

This course includes free exercise files, so you can practice while you watch the course. To access all the exercise files in our library, become a Premium Member.

* Estimated file size

Are you sure you want to mark all the videos in this course as unwatched?

This will not affect your course history, your reports, or your certificates of completion for this course.

Mark all as unwatched Cancel


You have completed Creative Inspirations: Duarte Design, Presentation Design Studio.

Return to your organization's learning portal to continue training, or close this page.


Upgrade to View Courses Offline


With our new Desktop App, Annual Premium Members can download courses for Internet-free viewing.

Upgrade Now

After upgrading, download Desktop App Here.

Become a Member and Create Custom Playlists

Join today and get unlimited access to the entire library of online learning video courses—and create as many playlists as you like.

Get started

Already a member?

Log in

Exercise files

Learn by watching, listening, and doing! Exercise files are the same files the author uses in the course, so you can download them and follow along. Exercise files are available with all Premium memberships. Learn more

Get started

Already a Premium member?

Exercise files video

How to use exercise files.

Ask a question

Thanks for contacting us.
You’ll hear from our Customer Service team within 24 hours.

Please enter the text shown below:

Exercise files

Access exercise files from a button right under the course name.

Mark videos as unwatched

Remove icons showing you already watched videos if you want to start over.

Control your viewing experience

Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.

Interactive transcripts

Click on text in the transcript to jump to that spot in the video. As the video plays, the relevant spot in the transcript will be highlighted.

You started this assessment previously and didn’t complete it.

You can pick up where you left off, or start over.

Resume Start over

Learn more, save more. Upgrade today!

Get our Annual Premium Membership at our best savings yet.

Upgrade to our Annual Premium Membership today and get even more value from your subscription:

“In a way, I feel like you are rooting for me. Like you are really invested in my experience, and want me to get as much out of these courses as possible this is the best place to start on your journey to learning new material.”— Nadine H.

Thanks for signing up.

We’ll send you a confirmation email shortly.

Sign up and receive emails about and our online training library:

Here’s our privacy policy with more details about how we handle your information.

Keep up with news, tips, and latest courses with emails from

Sign up and receive emails about and our online training library:

Here’s our privacy policy with more details about how we handle your information.

submit Lightbox submit clicked
Terms and conditions of use

We've updated our terms and conditions (now called terms of service).Go
Review and accept our updated terms of service.