126 slide:ology
Color
Color is crucial to your presentation. It sets a tone
and helps establish what the audience will expect. It
helps communicate what type of journey you will be
taking them on. Is it an exciting journey or a serious
or dangerous one? Pick colors that properly represent
you, your company, and your stance.
Who is your audience?
Determine colors that appeal to the target audience
and avoid colors that won’t resonate with them.
What industry are you in?
Review the colors of your competitors to ensure that
your chosen palette helps you stand out in your field.
Also avoid colors that are negative in your industry.
For example red should be avoided for a financial
institution, but would be okay for a blood bank.
Who are you?
Pick colors that reflect your personality. Whether
your brand is vivid and exciting, or repetitive and
conservative, select colors that represent it.
Unfortunately miles
of bland landscape
deflated the mood
of the trip.
The Colorado skies
were supposed to
be the highlight of
our journey.
Using Visual Elements: Background, Color, and Text 127
Our family went on a train ride from San Jose to
Chicago. Amtrak times it perfectly so that the train
arrives in Denver right at sunset. This leg was to be
the highlight of the journey—descending the Rocky
Mountains into the Colorado basin. But unbeknownst
to us, during the night the pass over the Rockies
was blocked, and in Salt Lake City we were rerouted
through southern Wyoming.
The hope of an entire day meandering through the
Rockies and descending into Denver was shattered.
Instead of a vivid, vibrant, and exciting palette, we
had a consistent, monotonous, and conservative
palette. Not that a conservative palette is bad, it just
didn’t match our expectations. Try to meet your
audience’s expectations.
Vicki “jakesmome” Watkins
© iStockphoto.com/Inga Brennan
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