- Audience members assume that words, graphics, or other changes in appearance convey new information. For example, most people assume new information is being conveyed by changes in the appearance of the background, bullet points, or color. Random changes in appearance, transitions between slides, or in terminology (like randomly switching between “dog” and “domesticated canine”) would lead an audience astray. 
- Clearly marking the beginnings and ends of sections of a presentation helps audience members follow the presentation. 

Ohio State University, Columbus

The P.I.C. entails that people expect changes in perceptual properties to carry information, and expect every necessary piece of information to be conveyed by such a perceptible change. 

The Principle of Informative Change

Kosslyn, S. M., Kievit, R. A., Russell, A. G., & Shephard, J. M. (2012, July 17). PowerPoint® Presentation Flaws and failures: A psychological analysis. Frontiers. Retrieved September 22, 2022, from https://www.frontiersin.org/articles/10.3389/fpsyg.2012.00230/full 

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