Designing Presentation Aids

Use Color Carefully

Skillful use of color can draw attention to key points, set the mood of a presentation, and make things easier to see. Conversely, poor color combinations will set the wrong mood, render an image unattractive, or make it just plain unreadable. Table 21.1 on the next page describes the effects of several color combinations.

Because colors evoke distinct associations in people, take care not to summon an unintended meaning or mood. For example, studies suggest that red evokes associations with failure, while green elicits those of success.³ Table 21.2 on the next page describes some of the subjective interpretations attached to several colors. Following are some tips for using color effectively in your presentation aids.

Keep the background color of your presentation constant across all slides.
Use bold, bright colors to emphasize important points. Warm colors such as yellow, red, and orange rank highest in visibility, so use these colors to highlight text or objects within a frame. But be careful: These colors can be difficult to see from a distance.
For typeface and graphics, use colors that contrast rather than clash with or blend into the background color. Audiences will remember information just as easily if white text appears on dark background or dark text on light background, so long as the design is appealing.⁴
Limit the number of colors you use in a graphic to three, and certainly no more than four. More color choices can be used in complex and detailed aids.

TABLE 21.1 Effects of Color Combinations

Color	Effect in Combination
Yellow	Warm on white, harsh on black, fiery on red, soothing on light blue
Blue	Warm on white, hard to see on black
Red	Bright on white, warm or difficult to see on black

Source: Cheryl Currid, Make Your Point: The Complete Guide to Successful Business Presentations Using Today’s Technology (Rocklin, CA: Prima Publishing, 1995), 75.

TABLE 21.2 Subjective Interpretations of Color

Cool Colors	Mood, Emotion	Meanings
Blue	calm, cool	reassurance, mystery, peace, importance, confidence, intelligence, stability
Green	life, renewal	restfulness, calmness, balance, harmony, stability
Gray	elegant, neutral	conservative, mourning, formality, strength, mystery
White	light, brilliance	purity, cleanliness, innocence, softness
Neutral Colors	Mood, Emotion	Meanings
Ivory	relaxation, quiet	earthiness, pleasantness, purity, elegance
Brown	down-to-earth	wholesomeness, earthiness, dullness, steadfastness, friendliness
Beige	dependable, flexible	calmness, crispness, conventionality, simplicity
Warm Colors	Mood, Emotion	Meanings
Red	love, hot	conflict, anger, exertion, power, danger, war
Yellow	warm, happiness	conflict, caution, hope, cowardice
Orange	flamboyant, energetic	vibrancy, energy, autumn, citrus
Black	dark, absence	conservative, seriousness, conventionality, mystery, sophistication

Source: Adapted from Jacci H. Bear, “The Meaning of Color,” About.com, accessed July 17, 2010, desktoppub.about.com/od/choosingcolors/p/color_meanings.htm.