Your visual strategy can encompass one or more of the following goals.
Evoking Feelings: Through choice of color, typeface and other visual attributes, the purpose of your visual is to draw on the emotions. Visual strategies that correspond to this goal are called “decoratives”.
Evoke Action: Another goal of presentation graphics can be to move an audience to take action. This is often done through the build of a bulleted list that will influence the audience to commit. These visual strategies are known as indicatives.
Promote Understanding: A third reason for using visuals is to promote understanding through informative visuals like charts, graphs, diagrams and tables that express a concept. Visual strategies that promote understanding are considered informatives.