What is a Visual Presentation [How to create one]
- Ink Narrates | The Presentation Design Agency
- Aug 31, 2024
- 7 min read
Updated: 5 days ago
Our client Pauline asked us a question while we were working on her investor pitch deck:
"Isn't adding some images enough to make a presentation visual?"
Our Creative Director answered,
"Not quite. If visuals don’t enhance the message, they’re just decoration."
As a presentation agency, we work on investor pitch decks, sales presentations, corporate reports, and more all year round, and we’ve observed a common challenge: most presentations rely too much on text, making them dull, forgettable, and ineffective.
So, in this blog, we'll cover everything you need to know about making a visual presentation & change the way you look at slide decks.
In case you didn't know, we specialize in only one thing: making presentations. We can help you by designing your slides and writing your content too.
What is a Visual Presentation
A visual presentation is exactly what it sounds like. It’s your story, idea, or argument laid out in a way people can see, not just read. Instead of cramming slides with every word you can think of or making things flashy for the sake of it. A visual presentation is about giving your audience cues (images, layouts, colors, and simple graphics) that do the heavy lifting for you. The slides are the guide, not the script.
3 Things That Make a Good Visual Presentation
1. Clarity
Each slide should show one idea. Keep it simple. Don’t confuse your audience with too much text or fancy graphics.
2. Flow
Slides should tell a story. Make sure one slide naturally leads to the next. No jumping around.
3. Audience Focus
Design for them, not for you. Every visual choice should make it easier for the audience to understand your message.
Example of a Visual Presentation
Take a look at this deck from our portfolio. It’s a sales presentation we created for a London-based voice authentication solutions company.
Here, visuals weren’t just about images or slide design; they were part of a compelling story that guided the audience from start to finish.
You can explore the full case study here if you’d like to see more.
Now, How to Create a Presentation Deck that's Visual & Serves Your Goals
Most people think creating a visual presentation is all about picking pretty colors, choosing nice fonts, and adding stock images. That is the easiest part. The hard part—the part that actually makes your audience care—is how the presentation feels, how it flows, and whether it delivers a message in a way they will remember. Presentations are experiences. And experiences are built, not slapped together.
If you want to create a visual presentation that actually works, you need to tackle three angles equally. Slide design alone will never carry a presentation. You need: the storytelling arc, compelling slide content, and visual design. Neglect one, and the whole thing falls apart. Let’s break this down.
1. Storytelling Arc (Narrative Structure)
Think of your favorite movie, book, or TED talk. What makes it memorable isn’t the visuals, it’s the story. Your presentation should work the same way. Every slide should feel like a step in a journey.
We call this the storytelling arc or narrative structure, and it’s your backbone. Without it, your slides are just a random collection of points. People might nod along, but they won’t remember anything.
Here’s what a good arc does:
Grabs attention upfront: You need an opening that makes people lean in. This could be a problem statement, a provocative question, or an insight that hits home.
Builds tension and context: The middle of your presentation should explain the problem, why it matters, and what’s at stake. Think of this as setting up the “why” before the “how.”
Delivers resolution: Your solution, recommendation, or call to action should feel earned. If the audience hasn’t been brought along for the journey, they won’t care.
The story arc shapes everything else. It dictates what content goes on the slides and how those slides are designed. A good visual presentation without a story arc is like a rollercoaster without tracks. The ride might look fun, but it’s going nowhere.
2. Writing Good Slide Content
Once your narrative structure is in place, you need to fill the slides with content—but not paragraphs of text. Slide content is not about dumping information; it’s about highlighting what matters. Think of your slides as signposts, not scripts.
Here’s what we’ve learned over hundreds of presentations:
Use one idea per slide: Don’t cram five points into one slide. The audience can only process one message at a time.
Keep it concise: Every word should earn its place. If it doesn’t help the audience understand your message faster, cut it.
Lead with the takeaway: If you’re showing data or a chart, don’t make the audience hunt for the insight. Put the conclusion first, then support it.
Use hierarchy wisely: Fonts, size, and positioning guide the audience’s attention. You don’t need fancy effects; you need smart structure.
The goal is to make the audience feel the message, not read it. When your slide content is strong, your visuals have a purpose. When it’s weak, no design will save it.
3. Visual Design of the Slide Deck
Finally, the part most people obsess over: design. But here’s the catch—design is nothing without story and content. Think of it as the amplifier for your message. Done right, it reinforces your narrative, makes key points pop, and keeps the audience engaged.
Here’s how to approach it:
Hierarchy and focus: The eye should always know where to look first. Use contrast, size, and spacing to guide attention.
Consistent style: Colors, fonts, and shapes should feel like part of the same world. Random fonts and images scream “amateur.”
Visual storytelling: Use charts, icons, or images to replace words wherever possible. A single chart that illustrates a trend is better than a paragraph of numbers.
White space is your friend: Don’t fear empty space. It makes content easier to digest and emphasizes what’s important.
The visual design should always support the story and content. If it doesn’t, it’s decoration, not a tool.
Balancing the Three Angles of Visual Design: Story, Writing & Slide Design
Here’s the kicker: most people focus on design first, then try to force the story and content into it.
That’s backwards. A successful visual presentation treats storytelling, content, and design as equals. Think of it like a three-legged stool—if one leg is weak, the whole thing tips over.
Here’s a simple approach we use at our agency:
Start with the story
Outline the narrative arc first. What’s the opening, the conflict, and the resolution? This is the spine of your deck.
Write your slide content
Once the story is set, craft concise, impactful content that supports each part of the arc. One idea per slide, clear language, meaningful visuals.
Design last
Finally, make the slides visually engaging. Colors, typography, charts, and images should highlight the content, not replace it.
When all three align, the audience doesn’t just sit through your presentation—they experience it. They remember it. They act on it.
Story, Content, Design: Not Optional Extras
We can’t stress this enough: if you want a visual presentation that serves your goals, these three angles are mandatory. You cannot rely on pretty slides alone. You cannot rely on clever writing alone. You cannot rely on a great story alone. The magic happens when they work together.
Think of it like cooking. A beautifully plated dish tastes awful if the ingredients are bad. A perfectly written recipe fails if the plating is sloppy. The same applies to presentations.
Should You Add Animations to Make Your Presentation Visual?
Animations can make a presentation feel alive, but they are not a requirement. Many decks are shared as PDFs, where animations won’t even work. Your primary goal should always be to make the slides visually clear and engaging even in a static format. A deck that communicates without movement is far more versatile and effective across different channels.
That said, if you’re presenting live, animations can be a powerful, especially for B2B presentations. Use them purposefully to guide attention, reveal insights step by step, or emphasize key points. Avoid using them just because they look flashy. When done right, subtle animations enhance the experience without distracting from your message.
4 Things to Keep in Mind While Presenting Your Visual Presentations
1. Don’t read slides word for word
Your slides are guides, not scripts. Focus on explaining, not reciting. People remember what you say, not what they read.
2. Control your pace
Move through slides at a rhythm that allows your audience to absorb the message. Rushing makes it confusing, lingering too long makes it boring.
3. Engage your audience
Ask questions, make eye contact, and use pauses. A visual presentation works best when it feels like a conversation, not a lecture.
4. Let visuals do the work
Point to charts, highlight images, and let the slides emphasize your key points. You don’t need to describe every detail, let the design guide them.
Why Hire Us to Build your Presentation?
If you're reading this, you're probably working on a presentation right now. You could do it all yourself. But the reality is - that’s not going to give you the high-impact presentation you need. It’s a lot of guesswork, a lot of trial and error. And at the end of the day, you’ll be left with a presentation that’s “good enough,” not one that gets results. On the other hand, we’ve spent years crafting thousands of presentations, mastering both storytelling and design. Let us handle this for you, so you can focus on what you do best.
How To Get Started?
If you want to hire us for your presentation design project, the process is extremely easy.
Just click on the "Start a Project" button on our website, calculate the price, make payment, and we'll take it from there.
We look forward to working with you!