Canon glossary

Connecting to audience feelings rather than just logic

Expert opinions are weighted more heavily - cite credible sources

The discipline of distilling raw analysis, data, or content into a single declarative sentence — the slide's core message — that the audience would walk away with if they remembered nothing else. Process, not artefact: extraction questions run on the raw content until one sentence falls out.

Techniques to capture attention: Startling statistic, provocative question, short story, analogy, contrast

Audience should grasp the main point within 3 seconds of seeing the slide

Subtle hints can significantly affect decisions - strategic CTA placement

Limiting possible actions to prevent errors

Maximize data, minimize non-data ink - remove chartjunk and decoration

Using visual layers to distinguish different types of information

Aligning elements to invisible grid for visual harmony

Positive impression in one area influences opinions in others

The last slide the reader sees. Treat it as a single design moment —

Adding explanatory labels to highlight key data points

Design usable by people of all abilities - alt text, contrast, keyboard nav

Designing for diverse range of human abilities and contexts

Repeating similar charts for comparison across categories or time

Visual properties suggesting how object should be used

Using specific sensory details instead of abstract terms