Make the medium the message. Pay more attention to the form of your message than to the content. Images are more seductive than words, and visuals—soothing colors, appropriate backdrop, the suggestion of speed or movement—should actually be your real message. The audience may focus superficially on the content or moral you are preaching, but they are really absorbing the visuals, which get under their skin and stay there longer than any words or preachy pronouncements. Your visuals should have a hypnotic effect. They should make people feel happy or sad, depending on what you want to
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