To ensure a CPD message is universally clear, you must eliminate cognitive friction by aligning technical data with a structured narrative. Start by defining a single “Core Truth,” then use high-contrast visuals and concise, jargon-free language. Validating the content against the RIBA Core Curriculum (for example) ensures relevance and structural credibility for the audience.
Precision and Perception: The Architecture of Clarity #
In the complex ecosystem of the UK construction industry, information is often mistaken for communication. For a manufacturer, providing a Continuing Professional Development (CPD) seminar is not merely a box-ticking exercise for RIBA points; it is a strategic intervention in the architect’s decision-making process. To ensure the main message is universally clear, one must move beyond the “data dump” and embrace the discipline of cognitive ergonomics.
The Problem of Cognitive Load #
Architects and specifiers operate under high cognitive pressure. When a presentation is dense with unranked facts, the brain enters an energy-saving mode. Academic research into Cognitive Load Theory suggests that our working memory has a finite capacity. If your presentation requires the audience to “work” to find the point, the point is already lost.
Establishing the “North Star” Message #
Universal clarity begins with a singular objective. Before a single slide is designed, you must identify the one thing the audience should remember six months later.
- Identify the Friction: What problem does your product solve in a way that nothing else does?
- The Power of Three: Structure your supporting facts into three distinct pillars. Humans are evolutionarily wired to find patterns and comfort in triads.
The FRAKT Approach to Narrative Structure #
At FRAKT, we view a CPD as a structural entity. If the foundation is weak, the aesthetic flourishes of the slides will not save it.
| Element | Purpose | Impact on Clarity |
| The Hook | Establish immediate relevance to a current UK building regulation (e.g., Part O or Part L). | Commands immediate attention. |
| The Evidence | Present third-party verified data and British Standards (BSI). | Builds intellectual trust. |
| The Synthesis | Connect the technical data to a real-world design outcome. | Ensures the message is actionable. |
Visual Integrity and the “Blink Test” #
A universally clear message is visually self-evident. Each slide should pass the “blink test”: can a spectator grasp the core concept in three seconds?
- Reduce Text Density: Use slides for visual evidence, not as a teleprompter.
- Hierarchy of Information: Use scale and colour to draw the eye to the most critical data point.
- Consistency: Ensure terminology is consistent. If you refer to “thermal bridging” on slide four, do not switch to “cold bridging” on slide ten.
Addressing the Human Element #
We must acknowledge that architects are humans, and humans are predictably irrational. They do not just specify products; they specify “lack of risk”. To make your message clear, you must explicitly address the risks your solution mitigates. By removing the “fear of the unknown,” your core message becomes the safest logical path for the specifier to take.
