Why Do Some Presentations Stick and Others Not?

Learn more about the engine behind presentations people actually remember: contrast.

Let me tell you about a mind-boggling difference I just experienced: Sunday morning in Zion National Park versus Sunday evening in Las Vegas. Majestic natural beauty versus glitzy man-made displays. Towering mountains versus high-rising hotels and casinos. Two different worlds a mere 2-hour drive apart. The contrast couldn’t be more extreme – and memorable.

“What does that have to do with communication?”, you may ask.

Contrast is powerful, wherever we encounter it. Our brain is wired to notice difference, so contrast is fundamentally about grabbing attention. That’s why it’s such a great tool to use in presentations.

Three Ways to Use Contrast in Presentations

When we hear and see too much of the same, we get bored. But we snap to attention when something changes and surprises. What’s more — we are more likely to remember things that are distinctive and stand out. That’s the “von Restorff Effect”, named after German psychologist Hedwig von Restorff (1906-1962).

When you prepare and deliver a presentation, you can deliberately create contrast in three effective ways:

1. DESIGN contrast. That can be a surprising visual, a word highlighted in bright color, or a noticeably different font.

2. VOCAL contrast. You can use voice and pace for effect. For example, you can alternate volume or go from a faster-spoken to a slower sequence or a pause.

3. MODE contrast. Mode switches are another way to ensure your audience stays involved. An example would be a short lecture-style component followed by an interactive activity.

But there’s another, more foundational way of creating contrast that goes beyond the look of your slides or the delivery of your script: content contrast.

Going Deeper: Contrast on the Content Level

Content contrast is about the actual ideas themselves creating difference, tension, and surprise.

Here are three concrete techniques you can try in your next presentation:

• Alternate between what is and what could be. Many presenters focus heavily on one or the other. Going back and forth can make your talk more interesting. In a sales presentation, it can help amplify the benefits of the solution you’re proposing.

• Alternate between data and story. In business, you need data. But without real-life examples, data can be hard to relate to. A statistic supported by a human story creates a powerful contrast and speaks to people on an emotional level. This makes the data easier to remember.

• Alternate between complex and simple. Founders often present their solutions using highly complex concepts and language — without being aware of it. Adding simple, memorable descriptions can help people better understand and relate. To this day, most people remember Steve Jobs’ “1000 songs in your pocket” to describe the iPod. This contrast between expertise and accessibility is memorable.

Without contrast, everything looks and sounds the same. Everything competes equally for attention because nothing stands out. As a result, your audience may remember nothing.

Contrast is how you tell your listeners what matters. Just like a conductor of an orchestra, you highlight key elements and direct the audience’s attention to them. You’re instructing them what to remember.

Announce Contrast and Spark Curiosity

Visual or vocal contrasts can go unannounced. We notice them because they are immediate.

Mode switches and content contrasts can benefit from introductory phrases. By telling your audience what you’re about to do you also spark curiosity. For example, to go from data to story you can say, “We looked at the numbers. Let me make this concrete with a story.” Or you can introduce a content contrast with phrases such as “The current process... The solution we’re offering”. These verbal signposts are a great way to help your audience follow along.

You Want Contrast, Not Chaos

Contrast only works within a consistent system. Without a consistent design baseline and verbal message, it creates chaos. The skill is knowing what to keep consistent, what to vary deliberately, and how to do it to maximize impact.

I work with international founders and leaders looking for better results in their next presentation, pitch, or sales conversation in the US. Reach out if that’s you. It’s not about perfecting your English skills. It’s about discovering and learning the right strategies to make your words land.

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