Hear, hear! long and descriptive assertions may be more effective than short and crispy slide titles

I am busy preparing a new presentation and while crafting my slides, I (almost naturally) started writing full sentences in the title area. Up to recently I’ve always stuck to the principle that slide headings should be short, sweet, and tweetable – although I never use topic headlines like “Background”, “Our products”, or “Conclusions”. These are meaningless and, no matter how short they are, a waste of slide real estate.

But reading a twelve-year-old research paper by Michael Alley, “How the Design of Headlines in Presentation Slides Affects Audience Retention”, made me change my mind. The article challenges the efficiency of short catchy headlines, and suggests that full-sentence assertions increase both the audience’s attention and the retention of information. His research showed that students performed better after receiving presentations designed using an assertion-evidence approach, which combined sentence titles (the assertion) with visual elements like photos, charts, and diagrams (the evidence) instead of boring bullet lists.

Here’s an example of how a dull, bullet-ridden text slide may be converted in a more attractive one (that tells and shows exactly the same):

I must admit that the presentation that I’m currently preparing targets a relatively small and specialized business audience (and, no, it’s not about childhood obesity). I’m also aware that Alley’s principles may not apply to every single PowerPoint deck you build. But while crafting my visuals, I found out that these wordy and assertive headlines kind of enrich the highly graphical content I tend to create. They help me to develop my ‘story’ and let my audience keep track of the ‘plot’. As the title will be the first thing the people in the room read when I put up a slide, it will orient them to the upcoming content. And at the same time, I’m giving them a clear takeaway message – just take the title of this blog post as an example.

Download Michael Alley’s research paper:

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