The Value of Small Steps

PxD makes heavy use of accretive demonstratives, like those here, building toward a visual’s message through a series of digestible layers, providing several impactful benefits:

(1) layering increases cognitive “fluency,” causing audiences to view the visual as more truthful, accurate, and persuasive;

(2) allows lawyers to control juror attention, keeping viewers from reading ahead and avoiding the persuasion problems that creates (See PxD’s Persuasion in the Mythical World of Multitasking); and

(3) layering leads the lawyer down a clear narrative path pre-constructed to communicate their message most effectively, thereby making their presentation and their lives easier and less stressful.