A couple of weeks ago, we had a virtual chat with Simon, the Head of Sales for a tech start-up.
“We’ve got all the data, all the projections, and the market insights,” Simon explained. “But every time we pitch to investors, they’re polite but… disinterested. What are we doing wrong?”
As Simon shared his deck, the problem became as clear as his obsession with sans-serif fonts. The slides were packed with bullet points and graphs—basically, a textbook masquerading as a presentation. Simon’s audience wasn’t just glazing over; they were mentally excusing themselves to check their emails.
We gently reminded him: Presentations aren’t just about delivering information; they’re about creating a connection. As a presentation design agency, we’ve learned that striking that balance—between information and inspiration—can make or break a pitch.
In this blog, we’re diving into the do’s and don’ts of presentation design to help you create slides that engage, persuade, and (most importantly) keep your audience awake.
The do’s and don’ts of presentation design
Do #1: Design with Your Audience in Mind
Let’s start with the golden rule of presentation design: It’s not about you—it’s about them.
Your audience isn’t a monolith of empty heads waiting to be filled with data. They’re people with priorities, distractions, and (let’s be honest) a limited attention span. That means every slide you create should answer one question: What’s in it for them?
Do: Use stories, examples, and visuals that resonate with your audience’s experiences. If you’re pitching a sustainable product, don’t just show your eco-friendly credentials—paint a picture of how their choices can save the planet and make their lives easier.
Don’t: Assume that your audience cares about every detail. Overloading your slides with “everything we’ve ever achieved” only makes them wonder how long until the Q&A.
Don’t #1: Treat Slides Like a Word Document
Here’s a truth bomb: Your audience came to hear you, not to read your slides.
Slides overflowing with text are presentation kryptonite. Why? Because humans are terrible at listening and reading simultaneously. If your audience is squinting at a paragraph on your slide, they’re not paying attention to you.
Do: Use slides to amplify your message, not repeat it. Stick to one idea per slide, and let visuals do the heavy lifting.
Don’t: Use your slides as a teleprompter. Your audience didn’t sign up to watch you read aloud.
Do #2: Leverage the Psychology of Design
Great design isn’t just about making things pretty; it’s about guiding your audience’s focus.
Contrast for clarity: Use contrasting colors to highlight key points. For instance, a bold orange callout on a muted gray background screams, “Look at me!”
The rule of thirds: Divide your slide into a 3x3 grid and place important elements at the intersections. It’s visually pleasing and instinctively draws attention.
Negative space: Don’t fear empty areas. A slide with breathing room feels elegant and keeps your audience’s eyes where they should be—on the message.
Don’t #2: Rely Solely on Stock Imagery
Stock photos of handshakes, fake-smiling businesspeople, and inexplicably happy interns? They’re the PowerPoint equivalent of elevator music—forgettable at best, cringe-inducing at worst.
Do: Invest in high-quality, unique visuals. Use branded icons, custom illustrations, or even authentic photos from your own projects.
Don’t: Use a pixelated image just because it “kind of fits.” Blurry visuals make your presentation look rushed.
Do #3: Use the 10-20-30 Rule
Here’s a game-changing formula from Guy Kawasaki:
10 slides
20 minutes
30-point font
This rule forces you to prioritize content, streamline your delivery, and avoid overcrowding your slides. Think of it as a minimalist’s guide to presentations
Do: Stick to the essence of your message. If you need more than 10 slides, make sure every extra one earns its place.
Don’t: Shrink your font size to cram more content. If it can’t fit on the slide, it probably doesn’t belong there.
Don’t #3: Ignore the Power of a Strong Opening and Closing
Imagine watching a movie where the first 10 minutes are someone reading the production budget aloud. You’d tune out, right?
Presentations work the same way. Your opening should grab attention, and your closing should stick the landing.
Do: Start with a hook—like a surprising statistic, a relatable anecdote, or a bold question.
Don’t: End with “That’s all, folks.” Instead, leave your audience with a clear takeaway or an inspiring call to action.
Do #4: Test Your Deck in Real-Time
What looks amazing on your screen might not translate well in a conference room with dodgy Wi-Fi and a prehistoric projector.
Do: Test your slides on the actual device and in the actual setting you’ll be presenting. This includes checking colors, fonts, and animations.
Don’t: Assume everything will work perfectly. A last-minute tech glitch is every presenter’s nightmare.
Don’t #4: Overdo Animations and Transitions
Yes, PowerPoint and Keynote have a lot of animation options. No, you don’t need to use all of them.
Do: Use simple animations (like fade-ins) to control the flow of information.
Don’t: Make every slide spin, bounce, or dissolve. Unless you’re presenting at a magician’s convention, it’s distracting.
Do #5: Think Beyond the Slides
A killer presentation isn’t just about great slides—it’s about the entire experience.
Practice like it’s game day: Rehearse with a timer and, if possible, in front of a test audience.
Engage your audience: Use interactive elements like polls or live Q&A sessions.
Have a backup plan: Print your slides or save them as PDFs. If tech fails, you’ll still shine.
Presentation design isn’t just an art; it’s a science. By following these do’s and don’ts, you’ll craft decks that don’t just inform—they inspire. And if you ever feel stuck, we’re here to help.
Work with us
As a presentation design agency, we’ve helped countless clients transform their ideas into unforgettable visuals. Whether you’re pitching investors, wooing clients, or rallying your team, we’d love to be part of your success story. Reach out to us via the contact section of our website.
Ink Narrates is a Presentation Design Agency.
Helpful list! Thanks for writing this article.