Monday, March 16, 2009

Cleaning up your presentation

(http://antbsd.twbbs.org/~ant/wordpress/?p=362, September 2nd, 2006)

Cleaning up your act

這篇大旨上指出,目前媒體愈來愈視覺化,導致於給用戶太多的資訊要在短時間內吸收。

作者也列出 Fox 與 CNN 電視新聞的差別。Fox中出現太多的資訊,例如同一個畫面也許出現3~5個Logos,但CNN沒有這個問題,頂多2個。

其中還有額外指出兩個有趣的東西:Distracting Visuals Clutter TV Screen; Viewers Less Likely To Retain Content研究報告,以及Lewis Black的訪談。

研究報告指出一些重點,摘錄如下:

  • “Our conclusion has been that if you want people to understand the news better, then get that stuff off the screen,” Grimes said. “Clean it up and get it off because it is simply making it more difficult for people to understand what the anchor is saying.” (專注你要講的,把不重要的資訊拿掉,否則觀眾很難專注講者所說的,他們會看簡報上寫的內容)
  • “We discovered that when you have all of this stuff on the screen, people tend to remember about 10 percent fewer facts than when you don’t have it on the screen,” Grimes said. “Everything you see on the screen — the crawls, the anchor person, sports scores, weather forecast — are conflicting bits of information that don’t hang together semantically. They make it more difficult to attend to what is the central message.” (當把全部東西都放到畫面上時,觀眾只會傾向記得其中的10%,太多的資訊對讀者來說只會造成衝突,反而沒辦法知道什麼才是中心訊息)
  • “When Mary Lynn Ryan, who was CNN’s producer at the time, did this the news ratings skyrocketed,” Grimes said. “So it appeared as though Robert Pittman was correct: if you are from 12-22 years old, your brain has learned how to process all these competing messages simultaneously, but people in their 30s and older have not learned how to do that.” (12~22歲的人,大腦可以學習如何同時接受這些大量有衝突的訊息,但是超過30歲的人則沒有辦法學到如何去解決這個問題)
  • “The human brain is today as it was in the 1880s, the 1580s and in the time of the Greeks and Romans. It has not changed,” Grimes said. “We are no better able to parallel process conflicting information now than we were 300 years ago. So this notion that Pittman had that people have learned how to do that is nonsense.” (我們現在的大腦和1880年代一樣,和1580年代的希臘人和羅馬人一樣,300年來對於同時處理衝街資訊而言都沒變)

Lewis Black 的訪談,則也有一些重點:

  1. “Get that &%#@! off the bottom of the screen!”
  2. “We don’t watch you to read do we?! We watch you to hear you…!”
  3. And audiences come to hear us and see us as well, not read what we wrote in a slide template. (觀眾是來”聽 “和”看”你的,不是來看你 slide 上的東西)

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