Memory is a funny thing. It can be helped by emotions, visuals and by colour theory. So applying colour theory in presentations might help your audience’s recall. Previously, we’ve written about using emotions and stories in a presentation to hold attention. And about the importance of using visuals to help your audience to remember key messages. Now it’s the turn of colour!
Here we talk about using colour theory in presentations…
The psychology behind colour theory in presentations
Colours can evoke emotions, both positive and negative, grab attention and increase interest.
When used alongside effective visuals colours also help people retain information.
What might different colours symbolise?
Colours don’t produce the same feeling in everyone. We’re all different, but it’s fascinating when scientific research has been done on certain colours that reveals a tendency of some kind. Don’t take this list as hard facts, but do give plenty of thought to the colours you use:
Blue is calming. It is associated with peace, tranquillity, confidence, wisdom and security. Studies show blue can slow breathing and pulse rates. It’s perfect for topics relating to cleanliness & hygiene. But avoid it when talking about food as blue suppresses appetite. Blue is very popular in corporate colour palettes.
Red is an emotionally intense colour. It also carries negative associations, so use carefully. Red symbolises passion, love, fire and anger. It increases respiration rate, raises blood pressure and has high visibility. It often highlights importance messages, for example in road signs. However it has negative connotations when used in financial information or charts. Different cultures have different associations with colour. In China, red is lucky and prosperous.
Purple combines the stability of blue and the energy of red. It is associated with royalty, wealth, spirituality and mystery. It uplifts us, calms the mind and nerves and encourages creativity. Purple is seen as a feminine colour. Almost 75 percent of pre-adolescent children prefer purple to all other colors. Indeed, it’s long thought to best suit feminine designs or children’s products. However, purple is enjoying a business resurgence and is used by more and more brands.
Yellow is a very cheerful, sunny colour. It is associated with optimism, happiness, idealism and imagination. Yet research shows people are more likely to lose their tempers in yellow rooms! Bright yellow is great for attention, we use sparingly for highlight. Yellow might be viewed as childish or fun, so not always suited to prestigious products or luxury items. Beware also of using yellow font on white. It’s hard to read onscreen.
Green symbolises nature, freshness and fertility. It is the most restful colour for the human eye and can improve vision. So green is best used for medical and eco-friendly themes due to it’s associations with safety and the environment. Yet use light greens with caution on projectors. They don’t project well and can be hard to see.
Black is a powerful colour. It has both positive and negative emotions such as power, elegance, formality, death and evil. Black is associated with fear and mystery, as well as strength and authority. A black background diminishes readability but makes other colours stand out.
White represents purity, innocence, cleanliness and simplicity. It has mostly positive connotations and is best used for promoting high-tech products, charities and safety. Plus, it prints well on white paper and saves ink 🙂
Whilst the information here on colour theory in presentations covers the basic colours, there are a thousand hues and tones to analyse. And not only that, but also how combinations of different colours can work (or fight) together.
For branding, it’s surprising how many times we’ve seen a colour palette be very limiting when colours can’t be overlaid on top of each other. But branding is a big subject to cover in this short article. Enough said for now!
Lastly, I bet reading this list you’re thinking of other brands and how they might have fully taken ownership of that colour. They might be colours to avoid or to consider: whether you do or don’t want to look like your competitors. For example, an insurance company we worked for wanted to use yellow – because no (or very few) other insurance companies did (at the time). A bold move and a strong one!
In summary, know your colours and plan well!
You can read more about colour combinations in this article.
Frequently Asked Questions:
What is the importance of using colour theory in presentations?
Using colour theory in presentations can significantly enhance your audience’s recall. Colours evoke emotions, grab attention, and increase interest, which helps people retain information better when combined with effective visuals.
How do different colours affect the audience in presentations?
Different colours can evoke various emotions and responses in the audience. For example, blue can be calming and conveying trust, while red is intense and highlights importance.
Are there any colours I should avoid using in presentations?
Avoid using colours that may convey negative connotations or are difficult to read. For instance, avoid heavy use of red in financial contexts as it can symbolise losses, and steer clear of yellow fonts on white backgrounds due to readability issues.
Can colour theory in presentations be applied to branding?
Yes, colour theory in presentations can also be applied to branding. It’s crucial to choose colours that align with your brand’s identity and avoid colours that may closely resemble your competitors. For instance, an insurance company might choose yellow to stand out, as it’s rarely used in their industry.
