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Style and Substance
- Rishi Seth
“All style no substance”
“A man/woman of substance”
“He is a stylish batsman”
“A perfect mix of style and substance”
What is Style?
Main entry: 1style Pronunciation:\ stī(- )l\ əˈ Function:nounEtymology:Middle English stile, style, from Latin stilus spike, stem, stylus, style of writing; perhaps akin to Latin instigare to goad
1: designation, title 2 a: a distinctive manner of expression (as in writing or speech) <more attention to style than to content> <the flowery style of 18th century prose> b: a distinctive manner or custom of behaving or conducting oneself <the formal style of the court> <his style is abrasive> ; also : a particular mode of living <in high style> c: a particular manner or technique by which something is done, created, or performed <a unique style of horseback riding> <the classical style of dance> 4: a distinctive quality, form, or type of something <a new dress style> <the Greek style of architecture> 5: the state of being popular : fashion <clothes that are always in style> , fashionable elegance <an awkward moment she handled with style>
Style is
Exterior shell of a message
The Façade
The outer Envelope
Style is
Personal, distinctive
The envelope, the shell
Which attracts you
Examples
A stylish film/photo
A stylish suit, stylish watch, stylish shoes
A stylish novel, stylish poetry
A stylishly garnished pastry
How to improve your Style
Your style is deeply personal
All of us have Style
So what does your style say?
Is it attracting the audience?
Distinctive
Appropriate
Attractive to the audience
Choosing your Style
Fonts, Colours
Images
Words, Phrases
Choosing your Style
What is Substance?
Main entry: sub-stance Pronunciation:\ˈsəb-stən(t)s\ Function:nounEtymology:Middle English, from Anglo-French, from latin substantia, from substant-, substans, present participle of substare to stand under
1 a: essential nature : essence b: a fundamental or characteristic part or quality2 a: ultimate reality that underlies all outward manifestations and change b: practical importance : meaning , usefulness <the…bill—which will be without substance in the sense that it will authorize nothing more than a set of ideas — Richard Reeves>3 a: physical material from which something is made or which has discrete existenceb: matter of particular or definite chemical constitution c: something (as drugs or alcoholic beverages) deemed harmful and usually subject to legal restriction <possession of a controlled substance> <substance abuse>4: material possessions : property <a family of substance>
Substance is
The actual content of a message
The meat
Leaves a lasting impact
Without Substance
An empty envelope
A shallow facade
A “superficial” experience
“A man/woman of substance”
The Food Analogy
Style is the sensory experience Taste Smell Look and touch
Proteins Vitamins Minerals, Carbs
and Energy
Substance is the nutrition
Style
Substance ?
Ice cream
Style
Substance ?
Fried fluffy snacks
Style
Substance
X
Simple home-cooked food
Style
Substance
Biryani
Dr. Manmohan Singh or Rahul Gandhi
Delhi Times or The Hindu
Britney Spears or The Beatles
Godfather or Sarkar
Testing for substance
Does it leave a lasting impression?
Does it change us, even minutely?
Does it make us think?
Does it enrich us?
Testing for Substance
Style
Substance
Perfect match of style and substance
Delicious Biryanimade of rice and meat
As human beings – we are attracted by style, but we are forever looking for
substance
Style is taste, substance is nutrients
Make your message as stylish as possible
Ensure you are adding enough nutrients
