Four Principles of
Conceptual Design
Optimize the Content
Before the visuals …
Spend time preparing the content
conceptually. Consider the following four (4)
principles of conceptual presentation
design:
 Clarity
 Relevance
 Animation
 Plot
Clarity
 Get to the point
 Simplify
 Edit
Clarity
Edit the text
Cut superfluous words to make more
room to add contrast & make type bigger
Condensing the information to its
essentials makes it easier to present b/c
you can use the slides as quick reference
points
Clarity
Avoid lengthy complete sentences
Do NOT present your notes
Clarity
 Write in the active voice
 Active writing is more dynamic & uses fewer
words
“The office microwave was blown up by
someone” is passive.
“George blew up the microwave” is active
“When a fire is suspected, one can push the Big
Red Button”
“If you suspect a fire, push the Big Red Button”
Clarity
 Avoid the ’ings (gerunds)
 Gerunds are those verbs that act as nouns or
noun phrases by adding “ing” to them. ’Ings are
passive & weak & takes more words to use ’ings.
“Do you mind my asking?” vs. “May I ask?”
“We will be seeing a drop in sales next week,” vs.
“Sales will drop next week.”
“You’re going to make my day,” vs. “Make my day.”
Relevance
 Relate ideas & graphics to your topic,
as well as to your audience
 Get rid of superfluous stuff
Relevance
 Choose a background that complements
your talk, one that is relevant to it, not
a background that contradicts or
confuses it.
 Work with the background – don’t just
randomly pile stuff on it.
Animation
 Use relevant animation & transitions to
clarify & enhance.
Plot
 Tell a story
 Define your objective and know how you
are going to get there