As a presentation designer, you need to understand the substance of your slides better than what is reflected in your final work. Here are the levels of understanding:
  • Level 5: the expert, your boss, your client
  • Level 4: the level you need to get to as a designer
  • Level 3: what is reflected in your slides
  • Level 2: the audience right at the end of the presentation
  • Level 1: what the audience remembers in 3 weeks
  • Level 0: where the audience and you start out on
The key lesson for the presentation designers: you need to shoot beyond level 3, if you cannot stand above your substance, you cannot make the right design trade-offs. So ignore the strange looks you get when asking probing questions during the briefing.

If you liked this post, why not subscribe to daily updates about presentation design via email? Just blog posts, no spam, or you can follow Jan on Twitter to never miss a thing.