Larry Jordan’s Techniques of Visual Persuasion

You may know him as a speaker, trainer, or web presenter. Or from the long-running Digital Production Buzz podcast series. Or his 2 Reel Guys series with the late Norman Hollyn. Regardless of how, Larry Jordan is well-known by most working and aspiring video professionals. But Jordan is also an accomplished author, with several books to his credit. The latest is Techniques of Visual Persuasion + Create powerful images that motivate.

Commercials, corporate videos, or entertainment – the art of persuasion is at the heart of what every editor does. Persuasion is about convincing someone to want to do whatever action you want to have happen or to share a feeling you are trying to convey. In addition to creating persuasive messages, we ourselves are also consumers and recipients of these same communications. Therefore, knowledge and understanding is key. It is Jordan’s premise that with modern life’s faster pace, proper communication today is more like haiku than a lengthy report. Every professional needs to know how to make their presentation – whether spoken, still, or motion – succinct and impactful. This book is perfectly laid out to get that point across.

Techniques of Visual Persuasion is arranged into three sections. The first covers the fundamentals of persuasion. The second is about developing persuasive still images and the last section is about persuasive motion images. This book is arranged like a text book, which is a good thing. It’s well-researched and detailed. Each chapter starts with the goals to be covered and ends with a recap. Each is also capped off with an anecdote (like Larry starting a fire in a TV studio) or a guest contributor’s point-of-view. The pages are illustrated nicely with sidebars, images, and charts that help make the point of how and why one example is more inviting or persuasive than another.

Jordan covers a wide range of theoretical and practice advice, such as the 180-degree rule, the rule of thirds, three-point lighting, sans serif vs. serif fonts, and much more. But it’s not all just concepts. Jordan has a lengthy background in software training, including several books around Final Cut Pro and Adobe products, as well as his PowerUp series of videos.

Section two includes two chapters on the basics of Photoshop with practical examples of how to use its tools to enhance and repair still images and create layered composites. Section three goes even deeper into real-world experience. Jordan covers topics, such as suggested camera and audio equipment, interviewing techniques, how to properly record audio, and how to properly plan and produce a video shoot. This section also goes deepest into software basics, including a detailed look at Adobe Audition, Apple Final Cut Pro X, and Apple Motion.

Techniques of Visual Persuasion is a like a college film program condensed into under 400 informative pages. All of it written in a very engaging manner. I found that it’s not only a good first read, but useful to have around for a quick reference, whether you are just entering the field or have been in the business for years. Larry Jordan is a gifted presenter who can express complex topics in an easy-to-digest manner and this latest book is no exception.

©2020 Oliver Peters