"How important are the images in your treatment."

Edgar Dale once said we remember 10% of what we read, 20% of what we hear, and 30% of what we see. If we take this into consideration, the Visual nature of your treatment; Design, and images, are probably the most memorable thing that people will take with them. The image and layout of these images to pair with your story are paramount to creating a powerful treatment that will help you win more pitches.

The goal should be combining elements, a good story, and good images to create a memorable read for the client, agency, or brand.

It's paramount that your treatment tells the story visually, from beat to beat. I like to imagine speaking this OUTLOUD to a friend who is vision impaired. You'll have to present these treatments on a call to an agency or client at the end of the process. Some people do not think visually, so make it clear and descriptive.

Example:

"We see a garage door opening from the first second—lighting beginning to spill in a late afternoon orange glow. We quickly whip pan, landing on a garage shelving stocked with the full product lineup. The products are Softly lit from overhead garage lighting, but as the garage door keeps opening, beautiful soft sunlight shafts onto the product on queue, like the heavens opening up to highlight the product on the shelves. The camera very slowly dolly's forward."