In today’s remote-oriented, work-from-home world, clear, persuasive communication is more important than ever. People don’t read, they skim. Persuasive images that attract, hold, and motivate an audience is essential.
Techniques of Visual Persuasion shows how to use images to grab the viewer’s attention long enough to powerfully share a message and move them to action. These techniques help you improve:
• Persuasive techniques
• Communication skills
• Business presentations
• Photos and images
• Videos and motion graphics
To communicate clearly and effectively today, you need to consider how a message looks, as well as what a message says. This book is essential reading for anyone who wants to create change.
Author(s): Larry Jordan
Series: Voices That Matter
Edition: 1
Publisher: New Riders
Year: 2020
Language: English
Commentary: Vector PDF
Pages: 400
City: San Francisco, CA
Tags: Video; Persuasion; Communication; Writing; Presentations; Typography; Photography; Sound
Cover
Title Page
Copyright Page
Acknowledgments
About the Author
Contents
Preface
SECTION 1: PERSUASION FUNDAMENTALS
1 The Power of Persuasion
Chapter Goals
How This Book Is Organized
Why Is Persuasion Necessary?
What Is Persuasion?
What Is Visual Persuasion?
Define Your Audience
“Why” Is a Key Question
The Call to Action
Key Points
Practice Persuasion
Persuasion P-O-V
2 Persuasive Visuals
Chapter Goals
Visual Literacy
The Six Priorities Determine Where the Eye Looks First
What Makes an Image Compelling
Visual Composition Basics
Changing Camera Angle: Wide vs. Close
Changing Camera Position: High, Low, and Eye Level
Blocking: Placing People and Cameras
The 180° Rule
Walking Toward the Camera
Framing and the Rule of Thirds
Eye Contact Is Nontrivial
Symmetry vs. Balance
The Weirdness of Right-Handedness
Depth of Field
Does Sex Sell?
Key Points
Practice Persuasion
Persuasion P-O-V
3 Persuasive Writing
Chapter Goals
The Right Message Is the First Step
Images Evoke Stories
Get Organized with a Workflow
Start with the Basics: An Elevator Pitch
Focus, Then Focus Some More
Write Short
Think Like a Poet
Meet the “Words of Power”
See What’s in Front of You!
Key Points
Practice Persuasion
Persuasion P-O-V
4 Persuasive Fonts
Chapter Goals
A Quick History of Type
The Design of Type
Serif Fonts: The Voice of Tradition
Sans Serif: The Voice of the Future
Script Fonts: Handwriting for Computers
Blackletter: Extreme Script
Monospace: Return of the Typewriter
Specialty—Creativity Runs Amok
Font Techniques
Avoid ALL CAPS
Use Drop Shadows
Kern Title Text
Tighten Line Spacing for Titles
Avoid Ransom Note Typography
Choosing the Right Fonts
Key Points
Practice Persuasion
Persuasion P-O-V
5 Persuasive Colors
Chapter Goals
A Brief History of Color
Prehistoric Colors
Then, Along Comes Isaac Newton
Color Also Has Temperature
The Meaning of Color
A Simple Color Model
Digital Color Terms
Grayscale
Color vs. Contrast
What Color Is an Iguana?
The Special Case of Skin Color
How We Measure Color
Key Points
Practice Persuasion
Persuasion P-O-V
SECTION 2: PERSUASIVE STILL IMAGES
6 Persuasive Presentations
Chapter Goals
Take a Deep Breath
Planning Your Presentation
Backgrounds and Fonts
Charts
Charts Make Your Points Visually
Choose the Right Chart for Your Data
Design Thoughts
Working with Images
More Thoughts on Drop Shadows
A Cool Design Tip
Transitions: Less Is More. Really
Media. Gently, Please
Key Points
Practice Persuasion
Persuasion P-O-V
7 Persuasive Photos
Chapter Goals
Where Do You Start?
Plan Your Photo Shoot
It All Starts with Light
Dealing with the Sun
Blocking Talent
Framing and Composition
Key Points
Practice Persuasion
Persuasion P-O-V
8 Edit and Repair Still Images
Chapter Goals
The Ethics of Image Editing
Getting Started with Photoshop
Bitmap Fundamentals
Optimize Preferences
Explore the Interface
Getting Started Editing
Straighten an Image
Scale an Image
Crop an Image
Save an Image
Repairing an Image
The Spot Healing Brush
The Clone Tool
The Patch Tool
Adjust Image Exposure
Adjust Color
Color Balance
Key Points
Practice Persuasion
Persuasion P-O-V
9 Create Composite Images
Chapter Goals
Creating a New Photoshop Document
Adding and Formatting Text
Layers vs. Background
Scaling Explained
Manipulating Images Using Free Transform
Place vs. Open
Selections Create Magic
Filters and Effects
Choosing a Color
Adding a Background Behind a Layer
Blend Modes
One Last Effect
Key Points
Practice Persuasion
Persuasion P-O-V
SECTION 3: PERSUASIVE MOVING IMAGES
10 Video Pre-Production
Chapter Goals
Two Key Camera Concepts
Feel the Rhythm
Planning a Video
Storyboards Are a Tool for Thinking
A Workflow Is Essential
Defining Basic Video Terms
Media Management
Fast, Big Storage Is Essential
There’s Never Enough Storage
Track Your Media
A Folder Naming Convention
Key Points
Practice Persuasion
Persuasion P-O-V
11 Create Compelling Content with Interviews
Chapter Goals
Planning the Interview
Conducting an Interview
The Interview Structure
Ten Simple Rules to be a Good Interview Guest
Key Points
Practice Persuasion
Persuasion P-O-V
12 Sound Improves the Picture
Chapter Goals
Glossary of Audio Terms
Creative Audio Terms
Audio Workflow Terms
Technical Audio Terms
Picking the Right Gear
Microphone Types
Picking the Right Cable
Analog-to-Digital Converters
Mixers and Multichannel Recorders
Digital Audio Recording
Pop Filters Keep Audio Clean
Editing Audio
Mixing Audio
Set Audio Levels
Add Audio Effects
Output and Compression
Key Points
Practice Persuasion
Persuasion P-O-V
13 Video Production
Chapter Goals
Planning Your Production
Help! I Need to Shoot a Video
Murphy’s Law Rules
Basic Camera Gear
Mobile Devices
Video Cameras
DSLR Cameras
Cinema Cameras
Drones
Camera Support Gear
Tripods
Tripod Heads
Sliders
Gimbals
Renting: An Alternative to Buying
Talent Staging
Posing
Finding the Best Close-Ups
Staging Entrances with Impact
Props: Something for Talent to Work With
Working with Inexperienced Talent
Key Points
Practice Persuasion
Persuasion P-O-V
14 Video Post-Production
Chapter Goals
What Is “Good” Editing?
Find the Rhythm
An Editing Workflow
Define Terms
Step 1: Plan the Project
Step 2: Gather the Media
Step 3: Organize the Media
Import Media
Configure the Browser
Favorites and Keywords
Step 4: Build the Story
Review and Mark Clips
Create a New Project
Editing
Adjust Audio Levels
Step 5: Organize the Story in the Timeline
Step 6: Trim the Story
Handles
Trimming
Step 7: Add Transitions
Step 8: Add Text and Effects
Add Text
Add Effects
Step 9: Create the Final Audio Mix
Step 10: Finalize the Look and Colors
Simple Color Correction
Color Grading – Create a Look
Step 11: Output the Project
Step 12: Archive the Project
Key Points
Practice Persuasion
Persuasion P-O-V
15 Motion Graphics: Make Things Move
Chapter Goals
Creating Something Simple
Creating a New Project
Adding Text
The Playhead and the Mini-Timeline
Animating the Text
Interim Summary
Creating a Simple Animated Composite
Taking Time to Plan
Organizing a Project Using Groups
Creating the Background
Creating the Mid-Ground
Adding Text
Adding Animation
Adding Behaviors
Adjusting Timing
Interim Summary
Adding Media
Adding Audio
Adding Video
The Last Step: Saving and Exporting Your Work
3D Text
Key Points
Practice Persuasion
Persuasion P-O-V
16 Advanced Motion: Particles, Paths, and Perspective
Chapter Goals
Creating Scenes
Particles and Blend Modes
Animate Elements with Basic Motion Behaviors
Paths and Shape Styles
Perspective and Reflections
Key Points
Practice Persuasion
Persuasion P-O-V
Appendix: Keyboard Shortcuts
Closing Thoughts
Bibliography
Index
A
B
C
D
E
F
G
H
I
J
K
M
N
O
P
R
S
T
V
W
