The Litigation Consulting Report

New Study: A Graphically Immersive Trial Presentation Works Best

Posted by Ken Lopez on Thu, Mar 29, 2012 @ 09:25 AM


immersive use of litigation graphicsA recent study about the best use of litigation graphics during trial reveals some new insights. This study was conducted by Persuasion Strategies, a litigation consulting firm that is part of Holland & Hart, a law firm. 

The study team was led by Ken Broda-Bahm, a leader in the art of visual presentation in the courtroom. With a doctorate in speech communication that emphasizes rhetoric and legal communication, Dr. Broda-Bahm is a genuine expert in jury consulting.

In the Visual Persuasion Study, Dr. Broda-Bahm and his team conducted extensive research about the best approach to trial presentation in the courtroom. Their experience, which remains the topic of continued research, reveals that a graphically immersive approach to trial presentation gets the best results with jurors.

In a project that compared various uses of graphics and their effects on potential jurors, Dr. Broda-Bahm wrote, he and his team learned something very important: “The occasional use of graphics is not enough.” 

The study looked at 1375 mock jurors and tested five different ways of presenting a defense case: (1) no litigation graphics; (2) flip chart graphics created live; (3) static graphics; (4) animation; and (5) an immersion style of presentation in which animated and static graphics were in constant use.

The team found that in order to obtain the full benefits of visual persuasion, attorneys should be using a continuous approach, giving the jury something to look at in a constant manner, at all times. Instead of following the practice of most attorneys of only using the screen periodically to show a document or image when a particular need presents itself, effective attorneys use graphic immersion -- an approach relying on continuous imagery to reinforce all parts of the message. This approach turns out to be most effective of all the graphic modes that were tested.

Graphic immersion, Dr. Broda-Bahm’s test results concluded, greatly enhanced positive juror response, beyond the results that came from occasional use of static graphics or animation. It is possible that this result springs from the fact that when something is both shown and told to jurors, they engage two separate sensory processing areas of their brain – the auditory cortex and the visual cortex -- thus sharing the cognitive load and making it easy for the brain to process the information.

Dr. Broda-Bahm told me that the study has convinced him that “attorneys should be using PowerPoint throughout opening and closing and the same is true while experts are speaking.”

We believe that as the disciplines of jury consulting and litigation graphics become increasingly intertwined, more study is needed on what are the most effective techniques throughout the trial presentation.

 

best demonstrative evidence firm immersive

Tags: Trial Graphics, Trial Consultants, Litigation Graphics, Trial Presentation, Jury Consulting, Courtroom Presentations, Litigation Technology, Trial Consulting, Demonstrative Evidence, Juries, Psychology

    Search

    Loading

    Join 5,200 Subscribers and Get Notified of New Articles Every Week

    Watch Now: Using PowerPoint Litigation Graphics to Win - Webinar

    using powerpoint litigation graphics

    Free Litigation Webinars - Watch Now

    ryan flax a2l litigation consultants webinar recorded


    patent litigation webinar free litigation graphics demonstrative

    Featured E-Book: The Patent Litigator's Guide to Trial Presentation & Trial Preparation

    patent litigation ebook 3rd edition

    Featured Free Download: The Complex Civil Litigation Trial Guide

    a2l consultants complex civil litigation trial guide download

    Free Webinar - Integrating Expert Evidence & Winning Arguments - Watch Anytime.

    expert witness teach science complex subject courtroom webinar

    Nationally Acclaimed - Voted #1 Jury Research Firm and #1 Demonstrative Evidence Firm in the U.S.

    voted best demonstrative evidence consultants

    A2L best demonstrative trial graphics consultants
    best demonstrative evidence litigation graphics consultants

    Download the (Free) Storytelling for Litigators E-Book

    describe the image

    Considering Using a Trial Technician at Your Next Trial? Download this first.

    trial technicians trial technology atlanta houston new york boston virginia

    Featured Free Download: Using Science to Prevail in Your Next Case or Controversy

    using science to win at trial litigation jury

    Featured FREE A2L E-Book: Using Litigation Graphics Persuasively

    using litigation graphics trial graphics trial presentation consultants

    Free Jury Consulting & Trial Consulting Guidebook for Litigators

    jury consulting trial consultants guide

    Timelines Appear In Most Trials - Learn how to get the most out of using trial timelines in this ebook

    trial timelines graphics consultants litigators

    Featured Complimentary eBook - The 100-page Antitrust Litigation Guide

    antitrust ebook a2l litigation consultants

    Featured Complimentary eBook - Leadership Lessons for Litigators and Litigation Support

    leadership lessons litigation law firms litigation support

    Featured E-Book: The Environmental Litigator's Guide to Trial Presentation & Prep

    environmental litigation trial presentation trial prep ebook a2l

    Authors

    KenLopez resized 152

    Ken Lopez founded A2L Consulting in 1995. The firm has since worked with litigators from all major law firms on more than 10,000 cases with over $2 trillion cumulatively at stake.  The A2L team is comprised of psychologists, jury consultants, trial consultants, litigation consultants, attorneys and information designers who provide jury consulting, litigation graphics and trial technology.  Ken Lopez can be reached at lopez@A2LC.com.


    ryanflax blog litigation consultant 

    Ryan H. Flax, Esq., Managing Director, Litigation Consulting, joined A2L Consulting on the heels of practicing Intellectual Property (IP) law as part of the Intellectual Property team at Dickstein Shapiro LLP, a national law firm based in Washington, DC.  Over the course of his career, Ryan has obtained jury verdicts totaling well over $1 billion in damages on behalf of his clients and has helped clients navigate the turbulent waters of their competitors’ patents.  Ryan can be reached at flax@a2lc.com.


    dr laurie kuslansky jury consultant a2l consulting
    Laurie R. Kuslansky, Ph.D, Managing Director, Trial & Jury Consulting, has conducted over 400 mock trials in more than 1,000 litigation engagements over the past 20 years. Dr. Kuslansky's goal is to provide the highest level of personalized client service possible whether one's need involves a mock trial, witness preparation, jury selection or a mock exercise not involving a jury. Dr. Kuslansky can be reached at kuslansky@A2LC.com.

    Follow A2L Consulting

    Member Red Well Blog
    ABA Blawg 100 2013 7th annual

    • Letter from major law firm re: trial technician/hot-seat services.
      Letter from major law firm re: trial technician/hot-seat services.

    Follow Us on Google+

    A2L on Google+