When psychology meets PowerPoint
Presentations often fail to make an impact because their content isn’t presented in a way that appeals to the brain. However, if you follow certain psychological principles for effective communication, you can use PowerPoint as a truly powerful tool. Business psychologist Sabine Prohaska explains how to do it.
PowerPoint presentations are part of everyday working life in companies: Whether in project meetings, management meetings or training sessions, something is almost always shown, explained or visualized. However, the presenters are usually not professional "presenters". As a result, they often don't know what they should pay attention to so that their presentation is effective and achieves the desired effect. In addition, they are not sufficiently aware that it is often not so much the content of the presentation as the way in which it is conveyed that is decisive.
Reinforce the message and impact with the help of psychology
Presentations can be made much more effective with a certain amount of psychological background knowledge. Here are seven principles based on scientific findings that significantly increase the audience's comprehensibility, attention and ability to remember.
- Use the primacy-recency effect - for a lasting impression
People remember the information they are given at the beginning and towards the end of a presentation particularly well. This so-called primacy-recency effect is well documented. You should therefore place your most important statements in these two positions. Start strongly - for example with a question, a quote or a surprising figure - and end with a clear summary and/or an appeal.
- Avoid the split attention effect - to prevent inattention
Anyone who has to read a text and listen to a speaker at the same time is quickly overwhelmed or distracted. This is the essence of the split attention effect. Make sure that your slides complement your verbal statements, explanations etc. in a meaningful way - for example with graphics, symbols or keywords. Avoid slides that are written in full, because: Your audience should listen to your words - not read charts.
- Rely on dual coding - combine image and speech
According to the dual-coding theory, people process information better when it is presented to them both verbally and visually. This means that explanatory pictures, diagrams or simple sketches shown alongside your verbal explanations improve their understanding and increase their ability to remember.
- Pay attention to the cognitive load - less is more
Cognitive Load Theory shows that the human working memory can only process a limited amount of information at the same time. Therefore, avoid overloaded slides with too much (detailed) information. A clear structure, simple language and visual support relieve the burden on your audience's thinking and increase the learning and memorization effect.
- Use design principles - create visual order
Gestalt psychology teaches us that the brain organizes information according to certain patterns. Make targeted use of principles such as proximity, similarity or continuity. Group related elements/statements; use specific colors, for example, to distinguish central messages from background information. Ensure a recognizable "common thread" and avoid visual clutter.
- Eliminate "seductive details" - focus on the essentials
Interesting but thematically irrelevant anecdotes, images or animations - so-called "seductive details" - may be entertaining. But they distract from the core of the message. Stick to your content stringently so that your listeners remain concentrated and focused and are not confused.
- Create familiarity - the mere-exposure effect works
Use elements familiar to your audience in your language and design. A reference to what is already familiar, recurring terms, a consistent design and a natural speaking style create a feeling of security and familiarity. Studies show: People perceive information more positively if it seems familiar to them.
A few more tips for your presentation practice:
- Place a maximum of one central statement on each chart.
- Make targeted pauses, as these create a space for thought and emphasize important statements.
- During your presentation, switch the monitor off or to black so that the attention of those present is focused on you.
These psychological principles make presentations more understandable and effective. They help you to present content in such a way that it sticks and does not overwhelm the audience. PowerPoint can be a helpful tool for this - provided it is used in a way that is appropriate for the brain. Use these psychological insights to convey your messages more clearly, sustainably and convincingly and achieve greater impact.
