Using animation and de-emphasizing of content to direct audience attention.

How this was made:

1. Screen capture of the Amazon page with very large text size.

2. Using Photoshop:

2.1. Double the size of the image;

2.2. Create three mask layers with two openings for the parts I want to highlight: one for removing color, one to reduce contrast, and one to reduce luminosity.

2.3. Save a copy of the image without any masking, call it Unmasked.jpg;

2.3. Save a copy of the image with all three masks applied, call it Masked.jpg.

3. Using Keynote:

3.1. Create a slide with the Unmasked.jpg image, scaled down to fit; set transition to Magic Move;

3.2. Duplicate slide;

3.3. Make Unmasked.jpg original size and center the parts to highlight;

3.4. Place Masked.jpg on top of Unmasked.jpg;

3.5. Set Masked.jpg to fade in automatically after transition;

3.6. Add the arrow and its animation.

Yes, it’s a lot of work to make a simple slide (the two slides work as one, essentially), but that’s the point: making nice presentations is work.