How to create a Stand Out Pitch Deck Design with Color Psychology
Delivering a killer demo with a great script will fail without the accompanying visuals. Demo Solutions employs psychological principles in all of its audits, including principles of color psychology to its visual audits. From capturing attention to creating trust, color psychology should play a role in your Demo Deck and we would like to offer some guidance and resource links to show you how to build a deck using color psychology.
Certain color combinations are wholly inaccessible to those with even mild visual impairment, compounded by the psychological implications of certain colors, and you can kiss the impulse to “buy today”, goodbye. From color meaning to inclusivity for those with visual impairments, the colors of your deck are kindof a big deal, so choose wisely OR schedule a Demo Deck Remix.
Intro to Color Psychology
Colors psychology is the study of the effect of colors on behaviors and are correlated positively or negatively to purchasing actions. Color meanings go beyond culture, but should be considered in a cultural context as well, in addition to psychology. For example in many cultures in the East, White is associated with Death, just as in the West, Black is associated with Death. Basic color meanings are above and below are basic psychological correlations and industry suggestions. Our partners at Hubspot have a great informative piece on CTA’s and logos and color psychology here.
- Red: Red positively correlated represents passion and action but negatively is danger and warning. Think lingerie and race cars, but in a pitch deck, it can come off as too confident or aggressive.
- Orange: Orange positively correlated represents confidence and is not as aggressive as red, or jarringly positive as yellow, negatively correlated it can read as immature. It is said to stimulate the appetite and represent innovation, making it a good color for technology and as an accent color in sales.
- Yellow: Yellow positively correlated represents positivity, happiness and sunshine. Negatively, yellow is cautionary and provokes anxiety. It is not recommended in luxury sales, as it is interpreted as immature to male audiences. In combination with blue, it is effective in sales decks and is said to be one of the best contrast pairs.
- Green: Green positively correlated represents growth, renewal, and safety and negatively correlated lack of experience. Green is one of the most used colors in pitch decks. The “Go” color, it can be used as an accent or in infographics showing actions. A popular color for energy companies and health brands.
- Blue: Blue positively correlated represents stability, calm, and trust. Blue is one of the best colors for pitch decks in technology and sales for these reasons. It should not however be used in correlation to food, as it can be an appetite suppressant.
- Purple: Purple is correlated positively with luxury and negatively with extravagance. Since it rarely appears in nature it is also correlated with artificiality. Many technological demos use purple and it is a favorite amongst AI and VR companies.
- White: White correlated positively represents cleanliness and purity and negatively with sterility. In some cultures white heralds death, so be careful how you are presenting using white. A clean white background is a great contrast to modern products or those presented as innovative.
- Black: Black correlated positively represents power and formality and negatively with death and fear. A black background can be an effective background color depending on the intent of a graphic. Advanced technology companies use white AND black depending on branding with the same effect.
Read more Color Associations http://www.color-wheel-pro.com/color-meaning.html.
Deck Color Design Don’ts
A hallmark recommendation across nearly all of our Deck Remixes is the reduction in number of slides and reduction in verbiage on slides. You cannot read and pay attention to a presenter at the same time. When you have chosen your colors based on industry, weigh their impact also on design best practices and inclusivity. Remember this is not your leave behind deck, this is the demo deck that is going to win deals with a presentation.
Color Combo NO
- Red and Green are great for the holidays, but impossible to read and confusing whether you have a visual impairment or not and should be avoided.
- Orange and Blue also are complementary, but are difficult to read.
- Red and Blue do not have enough contrast against each other.
- Safe color combining for slides are contrasting colors in light against dark, and dark against light in text and background.
- Stay Away from Patterns: Patterns tend to be distracting to a viewer in the same way text is.
For more information on in depth Design Theory, check out this site, https://www.smashingmagazine.com/2010/01/color-theory-for-designers-part-1-the-meaning-of-color/.
Color, Culture, and Inclusivity
Did you know that one in twelve men are color blind and one in two hundred women are? Click here to check. According to Colour Blind Awareness advocacy, group these are the global statistics, but have you ever had someone you are demoing to tell you they have an impairment? Probably not. People will not tell you they have an impairment for the same reason they will not tell you if they were made uncomfortable after you said a Demo Deadly Phrase.
Before presenting, it is your job to make sure that your deck is color friendly in both color psychology, design and inclusivity.
Want to test your deck? Click here! http://www.colourblindawareness.org/business/
We outlined above that black means death in the west and white means death in the east, but red means happiness and felicity in the east as well! Before you deliver your deck, do a thorough check of values, individuals, and beliefs of the audience you are demoing to.