Brands, companies, and organizations constantly strive to find unique and compelling ways to streamline their messages. In the 160-character limit world we operate within, the most efficient way to achieve this goal is through visual means. And one of the best strategies available involves the use of iconography. A 1997 study on contextual design by Ann Tomes, Caroline Oates, and Peter Armstrong dissected the various levels of verbal-visual translation. According to the researchers, there are 3 phases: verbal straining, metaphor versus literal development, and visual exploration.
What is iconography?
Merriam-Webster has a few options to describe it.
“Pictorial material relating to or illustrating a subject”
“The traditional or conventional images or symbols associated with a subject and especially a religious or legendary subject”
“The imagery or symbolism of a work of art, an artist, or a body of art”
Elements of each of the definitions outlined above apply to presentation design. Any icon a presenter uses should be related to the topic discussed. It should be a traditional image or illustration; one that a majority, if not all of, people will comprehend. Every audience member should think, “Hey, that makes sense.” And, an icon should serve as a symbol of the subject matter.
Why is it used?
In the realm of presentation design, iconography is the instruction manual of a presentation narrative. Icons demonstrate important points in an easily understood manner. According to designer Lindon Leader, there are two crucial aspects of any effective design: simplicity and clarity.
Interestingly enough, simplicity and clarity improve the delivery of messages to audiences.
How can I use it?
Simplify difficult concepts
Oftentimes, a complicated description of a service or product is capable of being simplified through visuals. Instead of adding lines on top of lines of text to a slide, place that content in the speaker’s notes or include it as a part of your presentation script. Then, choose the top 3 points that need to be made on the slide and begin brainstorming related imagery.
Visually enhance a chart or graph
If you are presenting about the amount of withdrawals versus deposits your company or organization has made on the part of a specific initiative, you may be tempted to insert an Excel bar graph. The more text on a slide with data visualization will likely result in cognitive overload for your audience. Use icons for the description of each bar in the graph. For example, use a cash register icon to represent withdrawals and a safe or lock icon to represent deposits.
Add usability to a Table of Contents slide
Increase the design appeal of a Table of Contents, agenda, or navigation slide by distilling your presentation section headers to one- or two-word phrases. Convert the section headers into comprehensible icons. This will provide the creative freedom you need to allow for more room for sophisticated presentation design. If you are concerned that your icons won’t convey precisely the word or phrase intended, add it below the icon – not as the primary piece, but as a secondary guide. The text and icon could even combine into a single illustration; a centerpiece of the slide.
Separate sections
Revamp the typical header section slide by pairing an image with an icon. Use the image as a background element and the icon as the header title. The designers at Ethos3 concur that an icon has the ability to speak more volumes than any text title. Most people, and therefore, a majority of audiences are visual learners. Capitalize on this while also improving the presentation design of your deck.
Explain a process
Another instance where you can – and should – use icons to limit the text on a slide is when the purpose is to explain a process or demonstrate how to do something. The rest of the process could be explained in the presentation script. Limit the text on a process slide through the use of iconography. Your audiences will respect the effort and you will lessen the cognitive load for them – allowing greater retention of your presentation message.
Conclusion
Iconography is a modern and essential tool for any presentation designer. Not only does it help make your content more relatable, but it also makes it more comprehensible for your audiences. In addition, the design of your slides can be greatly enhanced with iconography integrated in the various ways described above.
