Join Petrula Vrontikis for an in-depth discussion in this video Using research, part of Running a Design Business: Presentation Skills.
You can facilitate a better understanding of your work by presenting comparative data. You gain credibility with your audience by showing them how others have solved the same problem. Show data about the challenge and set up metrics that support your solution. When you're using charts and graphs, explain the function of the chart. And tell them what you want them to notice in particular. After the point is made, cover it up or go to a blank slide. Referencing something that's currently in the news challenges us to think about it in a different way.
It shows the relationship your content has with the world. It signals to your audience that you keep up with news and events, and that you incorporate that understanding into your work. Simplify complex charts and graphs, and take time to redraw chart material. It's distracting and frustrating when text is too small to read. On the chart, always cite the source for the data. In order to justify your concepts and proposals, you'll need to have done research in three key areas.
The product, the target market and in the organization. The first key area is in the product or service itself. What are its good features? How is it priced against its competitors? When people are searching for this product, where do they find it? And what else did they find when they're looking? What's the age, sex, educational background, and social status of the target market? Is this product or service being marketed to existing customers? Or to a new group? What are their values? And what is necessary for them to decide to change their habits? Many designers present user scenarios to evaluate the desires and behaviors of the target market.
The more you know about the company, or organization, its history, its path, its vision, the more effective your message will be. It shows that you're taking an interest in the company as a whole, not just in the project you'd been given. Be prepared to present both sides of an issue. You'll appear more credible if you acknowledge your competitors and their opposing arguments. After you've explained the other side, you can spell out exactly why your solution is better.
By using comparative data, the audience can see that your wonderful creativity is rooted at research and is factual. It helps them understand the work is credible on a rational level. It also helps them sell it to others. Include a few data points that support your creative direction and prove you know your stuff.
- Presenting one-on-one, to a team, or to a larger audience
- Choosing a presentation format
- Introducing your design and providing context
- Persuading your audience
- Developing visual aids
- Creating a great first impression
- Understanding verbal and nonverbal cues
- Getting approval
- Facilitating a Q&A session