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Chapter NINE. JUXT INTERACTIVE DECONSTRU... > making an impact and delivering a ta...

making an impact and delivering a tangible

By contrast, a big board hard-copy presentation resolves all the monitor issues as well as adding its own advantages. Impact is only half the game; the presence of these large- format presentation pieces communicates to the clients that we have invested a great deal of time and energy to develop their project. The tangible nature of it is nonexistent in a screen comp, which is often perceived as something that was easy to create and therefore easy to revise, and revise, and revise. The client can touch and hold the printed boards, which gives them a sense of ownership: It is a solid foothold in the mountain they are climbing with us, and it gives them security. If they feel secure they will sit back and let us drive, trusting us as the experts and allowing us to get our job done effectively for us and for them. This security is reinforced during the presentation as we hold the boards and point out key points by physically pointing them out to the clients; nonverbally we are communicating a sense of passion and ownership that we have for the clients'project. The whole point is that we really want to do the best work we can and we work very hard to make sure that there are no barriers keeping us from that goal. Print is just a tool that allows us to communicate the great ideas and, thus, opens the door for us to see them through.

From a conceptual perspective, the clients can more easily see how the design flows across the site and they feel more secure with a tangible. From a practical standpoint, it's far easier to make a major modification—to change a typeface or redesign a layout—at this stage rather than when I'm already animating.


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