3.6 Visual Communication Strategies

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来自 Arizona State University 的课程

商务英语课程:市场与营销英语 Marketing & Sales

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Arizona State University

商务英语课程:市场与营销英语 Marketing & Sales

3 个评分

课程 3（共 4 门，Specialization 商务英语课程 Business English）

如果你在营销、销售或是广告部工作，你已经知道有效率的沟通是必要的。当你要用英文并用说服他人的方式来表达你的想法，这可能会是很困难的。在本课程，你和全球的成功专业人士加入学习行列时，你将学到有效地使用英文。当你随着在营销部工作的真实情境的人物，看着他们努力地提升他们的沟通技巧，同时你也会提高你的能力。从你的成功和失败的经验中学习，反省你自己的沟通方式、优点和需改进的方面。上完本课程后，你将能够: ● 透过有效率的电子邮件、报告和有说服力的简报来表达你的想法 ● 学习有关市场调查研究、品牌建立，直接营销和广告费用等字汇和用语 ● 对于你商务英语沟通能力的效率，立即获得全世界的销售和营销专业人士的回馈 ● 成为提升商务英语沟通能力全球商务专业人士社群的一份子 If you work in marketing, sales, or advertising, you already know that effective communication is a requirement. This can be even more difficult when expressing your ideas in a persuasive manner in English. In this course, you will learn to use English more efficiently while joining successful global professionals around the world. Develop your skills along with authentic characters that work in marketing and also work hard to improve their communication skills. Learn from your successes and failures, reflect on your own style, strengths, and improvement areas. After taking this course, you will be able to: ● Express your ideas through efficient emails, reports and persuasive presentations ● Learn words and phrases related to market research, branding, direct marketing, advertising costs, etc. ● Get instant feedback about the efficiency of your business communication skills in English from sales and marketing professionals from around the world ● Become part of a global community of business professionals who are developing their English communication skills

从本节课中

促销 Promotion

好的设计是无形的，但我们要怎么做到这一点呢?这周的课程包含图表设计、洞察力、简明扼要的措辞，以及如何使得我们的市场营销手法有意义，而且难忘。当你在看挑战篇的短剧时，花点时间注意在焦点小组中，好设计的初期阶段。 Good design is invisible. But, how do we make it so? This week’s lessons consist of graphic design, perception, concise language and how to make our marketing meaningful and memorable. Take time to notice the beginning stages of good design during a focus group as you enjoy the The Challenge sketch.

3.4 Perception in Visual Communication4:11

3.6 Visual Communication Strategies6:18

与讲师见面

Andrea Mürau Haraway
International Educator
Arizona State University, Global Launch
Wanda Huber
International Educator
Arizona State University Global Launch
Jenny Young
International Educator
Arizona State University Global Launch
Beatriz Fuentes-Anderson
International Educator
Arizona State University Global Launch

Hello, and welcome back to English for Marketing and Sales.

In this video, we will discuss some basic principles of good design and

how you can apply them to your future slide presentations.

When you think back on the worst presentations you've sat through,

what bothered you the most about them?

Maybe the slides were full of text and the presenters simply read off of them.

Maybe the slides were unattractive and unprofessional looking.

Maybe you couldn't figure out what bothered you but

you certainly weren't engaged.

Your presentation slides should never be the star of the show.

Your message is the star but they can help you engage your audience.

And they should help you convey your message effectively.

So how can you make that happen?

I'd like to start with two rules of thumb.

A rule of thumb in English refers to a generally accurate guide or principle.

Rule of thumb number one, good design is invisible.

Think about that.

Good design is invisible, what do you think that means?

Let me tell you a story.

Many years ago, I went to see a play.

A good friend of mine had been the lighting designer for the play.

And after the performance, I said to my friend,

thinking it would make him really happy, the lighting was fantastic.

His face dropped, and he said, you aren't supposed to notice the lighting.

In other words, good design is invisible.

It's there.

It serves a purpose.

It evokes feeling.

But you shouldn't see the lighting.

You should see the performance.

Rule of thumb number two, just because you can, doesn't mean you should.

This is related to rule number one.

Just because you can add animations and transitions doesn't mean you should.

Just because you can add color and bold and

italics and underline doesn't mean you should.

Just because you can add five images to a slide doesn't mean you should.

Just because you can have five different font styles, or 50,

doesn't mean you should.

This is a very difficult lesson for my two young daughters,

who are just starting to make PowerPoint slides for their schoolwork.

Color!

Graphics!

Transitions!

Fonts!

All very exciting stuff.

But [LAUGH] put it all together and all you see is design.

And the message is lost.

So how can you create presentations that support you?

First off, keep it simple.

Don't put all the information you have on your slides.

Keep it to one point per slide and

force yourself to do the hard work of explaining that point to your audience.

Use high quality graphics to help you tell your story.

You can use stock photo, which will come with a cost, but with great choice and

quality.

Or you can find free images at sites like Pixabay, Freeimages.com, or

Flickr CreativeCommons.

Whatever you do, don't use the clip art or photos offered in PowerPoint.

We’ve all seen them a hundred times and we're bored to death of them.

If you took our other course, English for Management and

Leadership, you might remember we talked about white space.

In short, white space is negative space.

Or space where nothing exists.

In emails we talked about the importance of having enough white space

to give the eye a place to rest.

In presentations white space is also important.

This goes back to the idea of not cramming your slide with information.

To keep your slides from getting crowded with text,

transform your words into visual sentences.

For example, you could have a slide like this,

where you use text to explain your point.

The audience would have to read that or hear you read it to them to get the point.

Or you could create a visual sentence

that communicates the message as you discuss it.

Be consistent in your use of color, font, size, spacing, and alignment.

This goes back to the rule of thumb that good design is invisible.

Consistency and careful alignment are unnoticeable, invisible.

But make it messy and inconsistent and suddenly that's all you can see.

Use proper spacing and alignment to keep everything neat and tidy.

Your audience appreciates predictability.

Without it, they have to adjust to the change,

which distracts their attention from your message.

Have a visual theme with no more than five colors.

But again, don't rely only on PowerPoint themes.

We've seen them too often.

Instead, create your own theme and save it as a design template.

You'll notice our slides use only four colors, black and

white, and Arizona State University's branded colors, maroon and gold.

Two quick points on fonts.

First, make sure the font is large enough to be read by the person at

the back of the room.

If you have to reduce the size of the font to fit it on the screen,

you have too much text.

Instead, break it up into several slides.

Secondly, understand the difference between Serif and San Serif fonts.

Serif fonts have feet and are designed to be most easily read in print based text.

San Serif fonts don't have feet and are easier to read in digital text.

A final tip is to use Slide Sorter View to get an overview of your presentation and

to easily rearrange the slides for better flow.

The main takeaway from this lesson is to keep it simple.

The design of your slides should support, not detract, from your message.

Clean, tidy, simple slides with high quality graphics

will leave behind a professional impression.

Thanks for watching English for Marketing and Sales.

[BLANK AUDIO]

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