Communicating Without Words

November 2005
by Kent Shaffer

Have you ever seen a movie where the hero is shipwrecked and must learn to communicate with islanders in order to survive? That hero learns one thing quickly- his words do not matter.

We all know that words aren’t our only option for communicating, but we live in a word based culture. We go to school to learn how to better use words. Seldom do we get the chance to learn about alternatives to words. When we do, finding the effort to employ them is a whole new process. It is easy to settle for satisfactory. Words get the job done. But if you spend the time to develop other areas of communication, you will find that you are no longer dependent only on words but can mix techniques to create clearer and more effective communication.

There are many ways to communicate without words, but today we will focus of the power of art, environment, and behavior. Every point of contact your ministry has with an individual is communicating something. This something can be good, bad, or neutral. Fortunately, you can learn how to recognize these opportunities and alter them for the best experience. During the next few minutes, I encourage you to review how your ministry is communicating? If there are any bad experiences, I encourage you not to settle for damage control but to always invest the extra effort to create the best experience possible.

Art is powerful. It requires no literacy and communicates to all people. Art comes in many forms from design to performing arts. You can amplify its power by blending two or more forms. Movies blend theatre and music. This combination tells a more powerful story than the film or the music by itself ever could tell. Any art you use in your service should be appropriate and an enhancement to your message. Don’t get in a habit of doing art for art’s sake. This can lead to distractions. Your art should have a purpose when applied to your ministry. The medieval and renaissance Catholic church employed the finest artists to create paintings and stained glass that would illustrate the Bible to their congregations. They also commissioned these artists knowing that the “wow” factor would help draw the public away from the Protestant Reformation. Although the “wow” factor will temporarily attract people to church, it will not bring success if the church’s overall message is not relevant. Even the most impressive attractions will become boring with time. People will respond to the message that is most relevant and understandable. Art is much more than subject matter and “wow” factors. The principles of design will also communicate a message. Colors, shapes, and typefaces all convey messages. They can make you look fun or serious. They can make you look compassionate or apathetic. Color has psychological effects. It can excite. It can depress. It can guide viewers into a variety of emotions without being consciously aware of its effects. The elements of design can also be used to control a viewer’s eye and how he processes information. There are many well-written brochures and web sites that are never read because of poor design. A good designer will use the principles of design to communicate your message not only with words but with the art as well. As society becomes more saturated with media and advertising, people are increasingly drawn to appealing design. If that design offers a relevant message, it will also find plenty of listeners.

Your environment controls the way people perceive your ministry. It will also affect their behavior and how they receive your message. A person’s environment has a peculiar effect on his thoughts, feelings, and actions. We have all experienced the depressing effects of a dreary day, but we have also had the joy of rejuvenating sunshine. Sunshine sells homes. Windows sell fast food. Environments can aid success. In marketing, the effects of environment are called atmospherics. Retailers make use of all five senses and vast amounts of research to create environments that will control the user experience. Fortunately, these same principles work anywhere, and the church can use these concepts to create a more enjoyable and user friendly environment that is conducive to learning God’s Word. No one needs to tell you that people prefer plush seating over hard pews. It’s basic common sense that people will be happier and better listeners if they are comfortable. No one wants to sit through a sermon with their body screaming out in discomfort. Simple things like well-trained ushers and policies will prevent distractions in your service. These are basic principles that most churches practice, but atmospherics can be much more complex. Decor is very important. Your church’s color palette should not be chosen solely on the preferences of the pastor’s wife. Decor should be planned with consideration to a facility’s many users and uses. Color psychology works just as well on walls as it does in print or on canvas. Your facilities color palette can soothe or irritate your congregation. In the mid-twentieth century, there was experimentation in painting classrooms bright yellow to emulate the happiness of sunshine. I certainly do not recommend painting your church bright yellow, but the decor should be an enhancement and appropriate for all uses. I have seen many multi-purpose rooms that bias church social functions and rob the children’s ministry of a stimulating environment. On the other hand, not every exciting environment you see at a store or a theme park will work for your church. Imitating an environment without understanding the how and why could lead to undesired results. Focus on ways you know you can improve your environment. Think about what you want to communicate to people. What type of environment do you think of when you hear the word luxury? How about sterile? Trendy? Soothing? Fun? Look at your environment through someone else’s eyes. What word describes your environment? Take advantage of communicating with your environment.

Our last focus is behavior. Actions do speak louder than words. I have a friend, who is brilliant marketing professional but also an unbeliever. He has asked countless questions about Christianity and always seems unaffected by my words. He is, however, amazed at how I live my life. My actions cause him to keep asking more questions. Without a doubt, it is my actions and how they contradict the world he knows that have become my witness. The communication of the church is not limited to the pastor. Depending of the size of a church, a pastor may or may not be able to know each member by name. With these larger churches, it becomes the responsibility of the staff and volunteers to become ambassadors for the church and the pastor. It only takes one rude volunteer for a parent to decide never to bring his family back to your church. Months of hard work can be reversed in a second. Be sure your workers know your vision. An excited worker will not have negative body language. Remind them of their importance, and encourage them to minister through their actions even when not at church. Your church communicates every day of the week. People are drawn to Christ-like behavior. It is a powerful witness.

We’ve touched the tip of the iceberg on a few ways to communicate without words. There certainly is much more to be said about each area, but it is enough to give you awareness. I highly encourage you to learn more about how your ministry can better communicate.

Design by Bombay Creative.

SPONSORS