Turning complexity into clarity is a critical challenge for today's communicators. Visual tools can help. A lot.
Telling your audience a subject is complex is a big turn-off. Showing people the essence of a complex subject is something they will appreciate. It is a proven way to earn trust, even from doubters.
The secret to decoding "complexity" is to identify what makes it seem complex. A Tektronix subsidiary that made circuit boards found itself in political hot water after neighbors went to city hall to oppose what should have been a routine air permit renewal. A few visits to neighbors revealed the concern was rooted over what went on inside the company's austere, windowless building that generated so much air pollution.
Company officials explained how the plant's manufacturing process worked. When we were called in to help, we had a simpler idea – an open house. We wanted people to see there was nothing menacing inside the manufacturing facility. We also wanted people to see – as soon as they walked through the front door – how circuit boards power products they use everyday.
The "complexity" was eliminated with visitors, with a warm cookie in hand, strolling by the circuit board display and wandering around in the factory. The issue disappeared instantly and the subsidiary got a renewed air permit.
It is harder to clarify "complexity" when you are still in the design stage of a project. There is no place to hold an open house. That's where an infographic or a SlideShare presentation come in handy.
Saying a proposed project is safe may not be as effective as showing project safety features. An infographic is a great tool to show how a process works and the key safety features at each critical point. An illustration can be easy and logical to follow. It can use visual symbols that are familiar to the eye. An interactive illustration can include links to video clips showing safety features in operation at an existing facility.
A SlideShare presentation or flip chart can enable a viewer to walk through a "complex" process that has been sliced into 10-12 digestible, comprehensible and visually powerful slides. Creating such presentations sends the message that your views are capable of understanding a project's "complexity." Well-conceived slides that show key details and their significance contribute to understanding and earn respect for your overall message.
Increasing numbers of products and projects involve complex technologies, medical advances or emerging science. Many communicators, who graduated with liberal arts degrees and shunned the science building like the plague, may seem ill-prepared to talk about them. Not so.
Not knowing about technical subjects makes it easier – and necessary – to ask the basic questions, which are the questions most likely on the minds of the target audience of the communications.
Turning "complexity" into clarity isn't a test of how much you know, but rather how well you can synthesize what you know into something that people can read, view or experience and understand.