Page 114 - The Presentation Secrets of Steve Jobs How to Be Insanely Great in Front of Any Audience by Carmine Gallo

CHANNEL THEIR INNER ZEN 95

with cognitive-learning theories. In sum, adding redundant or
irrelevant information will impede, rather than aid, learning.
Mayer says an ideal slide would contain an image along with
a simple line drawing directing the eye to the area that you
want the viewer to see. This is called “signaling,” and it is based
on the scientific premise that your audience should not have
to waste cognitive resources trying to find their place on the
screen. Now, keep this in mind as we return to the “Let’s Rock”
event. About six minutes into the presentation, Jobs described a
new feature available on iTunes—Genius (see Table 8.3). 20
What could be easier to follow than simple line arrows point-
ing to the relevant area of a slide? Line drawings, few words,
and a rich library of colorful images and photographs make up
the majority of Jobs’s slides. Simplicity—the elimination of clut-
ter—is the theme that ties them all together.

The “McPresentation”

Critics once derided USA Today as “McPaper” for its short,
easy-to-read stories. They’re not laughing now. USA Today
boasts the largest circulation of any newspaper in the United
States. Readers love the colorful and bold graphics, charts, and
photographs. After USA Today launched in 1982, many daily
newspapers had no choice but to follow with shorter stories,
splashes of color, and more photographs.
USA Today became famous for its “snapshots,” stand-alone
charts carried on the lower left of the main sections (i.e., News,
Sports, Money, Life). They are easy-to-read statistical graph-
ics that present information on various issues and trends in
a visually appealing way. These graphics are among the best
learning tools to create more visual slides. Study them. You’ll
see Richard Mayer’s theory in action. Statistics share the slide
with images, making the information more memorable. For an
index of USA Today “snapshots,” visit usatoday.com/snapshot/
news/snapndex.htm.