I’m working on a health & medical presentation and need an explanation and answer to help me learn.
You’re a copywriter for a major brand. Your team writes all the text that goes into advertisements, blog posts, social media, brochures, packaging, and webpages for the brand. While your job is to focus on the written content, you can’t help but think about the visuals. You know that everyone is working hard to communicate the benefits of the brand’s products and services, but it seems like some important things are being overlooked—especially in terms of diverse perceptual responses.
After sharing your concerns with the Advertising Manager, they have suggested that you prepare a presentation to help your company see how they can better focus on cultural perception, emotional response, and visual cognition.
Instructions
First, create a Microsoft PowerPoint presentation. Your presentation will need to have the slides listed below clearly labeled.
Visually compelling title slide (one main image and the title Diverse Perceptual Responses)
- Visual Cognition: Images
- Visual Cognition: Explanation
Cultural Perceptions: Images
- Cultural Perceptions: Explanation
- Emotional Responses: Images
- Emotional Responses: Explanation
- Second, think about the types of images that will help you explain your suggestions to the team. Then, search the web for examples of the kinds of images that you have in mind.
- Third, copy and paste those images, graphics, etc., into the appropriate slides of your Microsoft PowerPoint presentation. You must have at least three (3) images per slide. The images should fill up as much of the slide as possible but DON’T stretch or squish the images.
- In the Explanation slides, write detailed but concise recommendations based on what the Images slides are showing. Your target audience is designers, photographers, and advertisers, so make sure your recommendations are specific.
Expert Solution Preview
Introduction:
As a medical professor responsible for creating college assignments and providing feedback to medical college students, my expertise may not be in advertising or visual communication. However, I understand the importance of diverse perceptual responses in the field of medicine, where patients come from all walks of life and backgrounds. In this case study, I will provide an answer to the content mentioned, where a copywriter for a major brand wants to create a PowerPoint presentation on how to better focus on cultural perception, emotional response, and visual cognition.
Answer:
To create a visually compelling and effective PowerPoint presentation on diverse perceptual responses, the following steps can be taken:
1. Visual Cognition: Images
Include images that demonstrate how our visual system works, how we process visual information, and how different people can interpret the same image differently. Examples can include optical illusions, ambiguous images, and images with different colors or contrasts.
2. Visual Cognition: Explanation
Provide a brief explanation of the basic principles of visual cognition, such as selective attention, perceptual grouping, and figure-ground segregation. Explain how designers can use these principles to create effective visual communication that appeals to a diverse audience.
3. Cultural Perceptions: Images
Include images that represent different cultures, ethnicities, and backgrounds. These can include images of people, clothing, food, symbols, and landmarks. The goal is to show how cultural perception can influence how people interpret visual information, and how designers can use this knowledge to create culturally appropriate and sensitive content.
4. Cultural Perceptions: Explanation
Provide specific recommendations on how to design for different cultures. For example, use colors, symbols, and images that are culturally relevant and avoid stereotypes or cultural appropriation. Use language that is simple and clear, and avoid jargon or idioms that may not be easily understood by non-native speakers.
5. Emotional Responses: Images
Include images that evoke different emotions, such as happiness, sadness, anger, fear, and surprise. These can include images of people, animals, nature, or abstract concepts. The goal is to show how emotions can influence how people interpret visual information, and how designers can use this knowledge to create emotionally engaging content.
6. Emotional Responses: Explanation
Provide specific recommendations on how to design for emotional responses. For example, use images that are relevant to the message and evoke the desired emotion. Use color psychology to create a mood or atmosphere that is appropriate for the message. Use typography and layout to guide the viewer’s attention and create a clear hierarchy of information.
Overall, the key to creating effective visual communication that appeals to a diverse audience is to understand how visual cognition, cultural perception, and emotional response work, and to use this knowledge to create thoughtful and engaging content. By following these recommendations, designers, photographers, and advertisers can create more impactful and meaningful visual communication that resonates with their target audience.
