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How to Prepare Effective
& Convincing Visuals for Trial (Continued)
by Rick Kraemer
Presenting the Information
Some graphics are more effective in certain circumstances than others. Graphic
boards on easels, for example, should be used when you want information to
remain on view for a good portion of the trial. Overhead projectors are used
for displaying information temporarily (jurors lose the visual when the
projector light is turned off). Mixing visuals should also be considered, i.e.,
display passages from a deposition on an overhead projector (a temporary
medium), but include an overview of the deposition testimony on a board (a
permanent display).
Other visuals to consider include models, a working product, physical evidence,
slides, exhibits, video and photography. When determining which visuals will
work best, consider the type of case, your case theme, which demonstrative
evidence will reinforce your theme, how much time you have to present your case
and your budget. You must also be comfortable using the visual. Some attorneys
feel at ease working with overhead projectors. Others prefer using graphic
boards. Another important consideration is to make sure the visuals you use
will actually work (remember: the glove should fit!).
Interact with your visuals. As each point in your case is addressed, for
example, check off the point on a check list chart. The jurors want to see you
moving, doing something. They don’t want to see a talking, wooden figure.
Graphics allow you to easily drive home your point and summarize your case
during closing. Instead of just telling the jurors why your client is right,
show them why your client is right. Graphic boards at closing are a culmination
of your presentation and will provide a lasting effect – the final words and
pictures a jury will see before deliberations.
Conclusion
To be most successful with your use of visuals, a time commitment is required.
It is time well spent. Some attorneys want their graphics specialist to prepare
the visuals with little input on their part. However, for visuals to truly
impact your presentation, you must take an active role in helping the designer
understand your case, as well as the key players and the issues involved.
Commit time to practice with the visuals so you are comfortable handling them.
How important are graphics in court? Consider the advertisements that appear in
daily newspapers. If words were enough to reach the public, all ads would be
the same size and contain simple written messages (i.e., "Eat at Joe’s," "Shop
at Vons," "Buy a Car From Us"). Instead, newspapers are filled with ads of all
sizes, containing symbols, photography and creative messages – all designed to
grab our attention and to tell a story. The courtroom is no different. Imagine
a courtroom presentation void of visuals versus one that is visually creative
and compelling. As with advertisements, jurors are more likely to remember and
be swayed by the presentation that captures their attention and leads them down
an easily understood path toward a logical conclusion. However, unlike
advertisements, which can be repeated endlessly, you only have one chance to
persuade jurors. This makes visual aids all the more critical.
The old saying goes "A picture is worth a thousand words." Nowhere is that
saying more true than in the courtroom. Creating a solid visual case road map
for jurors (and yourself) does not happen the day before trial. Carefully plan
your visuals at the beginning of your case to extract their maximum value and
effectiveness. If you do, you will have a tremendous advantage over opposing
counsel – and the jurors will be eternally grateful.
Rick Kraemer founded Executive Presentations in 1986. He holds a Master's Degree
in Business and Economics.
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