Making a Lasting Impression in a Minute

Retiring CBS 60 Minutes graphic artist Bob Corujo can teach presenters a lot about how to create a lasting impression in less than a minute.

Retiring CBS 60 Minutes graphic artist Bob Corujo can teach presenters a lot about how to create a lasting impression in less than a minute.

Presenters can take a lesson from Bob Corujo, the graphic artist who designed all the illustrations used to introduce stories on 60 Minutes.

Corujo retired last week after 35 years of creating striking “cover pages” for the long running CBS television news magazine. His book of art, which contains around 3,000 60 Minutes covers, is featured in a video.

The lesson from Corujo’s work is the value of absorbing, attention-grabbing images to begin presentations.

Below: three memorable Corujo covers.

Not everyone can afford an artist as talented as Corujo to develop cover pages or background images for presentations. But almost anyone can follow the formula used by Corujo to come up with his designs.

His process begins at the executive producer screening of a story, which in a corporate or organizational setting might be the equivalent of a meeting to decide what to include in a presentation.

Corujo takes what he hears and turns it into a sketch. It could just as easily be a stick drawing for the artistically challenged. The sketch-stick drawing is the seed. Corujo or anyone else then needs to search for how to plant that seed so it sprouts.

For a 2002 story about frozen assets, Corujo put a dollar bill in water, froze it overnight and the next day chipped away just enough ice to show part of George Washington’s face. Simple execution. Instant recognition. 

Like most presentations, the 60 Minutes covers Corujo designed only appeared on screen for a minute or so. They needed to make an impression and convey a point of view almost instantaneously. “I like simple,” Corujo says, because too much embellishment can lose the audience “in the sauce.”

Many of Corujo’s covers accompanied big stories, but he looked deeper than the obvious picture. He searched for an illustration that made a connection between the story and the viewer. Some were dramatic and emotional. Others were whimsical or witty, such as depicting gullible investors as people with pigeon heads. Most were memorable, leaving a lasting impression in the mind’s eye of viewers.

Quality photography is a must for effective presentations, but is not in itself the secret sauce of powerful presentations. That requires artistry and imagination to tell the story in a picture you see for only a minute.

Gary Conkling is president and co-founder of CFM Strategic Communications, and he leads the firm's PR practice, specializing in crisis communications. He is a former journalist, who later worked on Capitol Hill and represented a major Oregon company. But most importantly, he’s a die-hard Ducks fan. You can reach Gary at  garyc@cfmpdx.com and you can follow him on Twitter at@GaryConkling.