3. 留神
Attention
• 留白令人留神
Attention captured by blank
• 「廣告人告白」的故事
A story about James Wong
• 注意力管理技巧
Attention Management Skills
• 留神與否,存乎一心
Pay attention or not: It’s up to you
7. 印象
Impression
• 一畫勝千言
A picture is worth a thousand
words
• John Medina的著作《大腦當家》
John Medina’s “Brain Rules”
• 圖優效應
Picture Superiority Effect
• 情感連繫
Emotional Connection
15. 從簡
Simplicity
• “Simplicity is the ultimate
sophistication.” ~ Da Vinci
• 資訊發放與讀者觀感
Information dissemination vs.
Readers’ perception
• 以圖傳意,以字入題
Synergy of pictures and text
• 人心憂慮,屈而不伸;一句良言,
使心歡樂。(箴言12:25)
An anxious heart weighs a man
down, but a kind word cheers him
up. (Proverbs 12:25)
18. 身教
Example
• 謝公教兒
Educate readers by examples
• 推動異象,由我做起
Sharing starts with you
• 與讀者的關聯
Relevance to the readers
• 「我給你們作了榜樣,叫你們照著
我向你們所做的去做。」(約翰福
音13:15)
I have set you an example that
you should do as I have done for
you. (John 13:15)
25. 細節
Details
• 喬布斯的故事
The story of Steve Jobs
• 貫徹始終
Consistency and Persistency
• 用戶體驗的重要性
Importance of User Experience
• 例子:錯別字的代價/聖經經文
章節/自動分享的連結
Examples: Cost of typos /
Bible verses / Auto-Share
28. 匠心
Ingenuity
• 實際執行:親身參與、累積經驗
Execution: Participate and
Experience
• 策略制訂:從核心定位起步,並了
解讀者習慣的轉變
Strategy: Start with core
positioning and understand the
changes in readers‘ habits
• 團隊組成:要按自身條件,考慮團
隊的建立與配搭
Team-building: Consider the team
formation taking into account the
resources and constraints of your
organisation