Impact By Design

I’ve just finished reading a book “The Non-Designer’s Design Book” by Robin Williams.

So what has this to do with Impact, Poise or Presenting?
Continue reading…

This is an excellent book on “Design and Typographic Principles for the Visual Novice”. It covers:

• the four principles of design that underlie every design project;
• specific tips on designing newsletters, brochures, web pages, flyers and other projects;
• how to design with colour;
• how to design with type;  and
• what makes a design look professional.

It’s written in an easy-to-read, clear, practical style, with plenty of helpful “before and after” examples to illustrate the impact of following Robin’s design principles.

I recommend this book to anyone who would like to broaden their creativity, and make their publications – on paper and/or on the web – more attractive to their audience.

So what has this to do with Impact, Poise or Presenting?

What struck me as I read the book, was that Robin’s 4 basic design principles were eminently applicable to boost your impact. The principles are:

• Contrast
• Repetition
• Alignment
• Proximity

Apologies for the unfortunate, but memorable, acronym!

Let’s look at how we could apply these to achieve more impact.

Contrast
How are you (or how is your product, service or presentation) different from others out there?
What’s your USP?
What “different” strengths, skills, experience etc do you have that you want noticed?
What different/additional benefits can you deliver compared to the average Joe/Jane?

Contrast creates impact.

Repetition
Once you’ve made an asset of your differences, highlight them to the outside world through repetition. That way you’ll stick in their mind.
Another way of increasing impact with repetition is to make contact more frequently.

Repetition creates impact.

Alignment
Is your voice and body language aligned with what you’re saying?
Are you comfortable with your appearance?
Is your posture relaxed and poised?
Are you acting in accordance with your beliefs and values, or are you acting?

Alignment creates impact.

Proximity
How engaged are you with the other people?
Are you listening what they have to say?
Are you listening to their non-verbal signals?
Are you maintaining rapport by subtle matching of physiology, and voice tone and tempo?
Are you speaking the same language – using similar and familiar words?

Proximity creates impact.

 
There are lots of other examples, depending on where you want to create impact – at work, presenting, dating, socially – I’ll leave you to apply these principles of “impact by design” in a way that’s right for you.

Robin does have one more general guiding principle of Design: Don’t be a wimp! This also applies to making an impact!!

Martin