Clients (and people in general) like pictures

Sounds obvious, but there some people have problems imagining things. That's why 99% of client presentations have visuals in them. Charts, graphs, smiling people - all that makes communication better. I think it's interesting how there should be a balance between treating the client like a child who needs to see something to believe it exists and giving him space for imagination. Make it too detailed and it becomes boring, make it too simple and there will be millions of questions. Everyone around here says that the way you present the work is often more important than what you present. Doesn't sound right, but sometimes it's true.