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Then, in your pre­sen­ta­tion pro­gram, start with a black back­ground. Not dark gray, nor a dark gra­di­ent—just black.

You want to get the words on screen us­ing the fewest pho­tons pos­si­ble. So try a thin sans serif font. (Noth­ing wrong with a serif font, but they don’t typ­i­cally come in lighter weights.)

As for font color, pure white type on a black back­ground can have an un­com­fort­able de­gree of con­trast. So start your font at 50% gray and brighten it from there. When it’s leg­i­ble, stop. The thin­ner the font is, the brighter it will need to be.

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that lets you fit 12–15 lines of text on screen. Not that you’ll ever be putting that much on a slide. (I hope.) But that’s a com­fort­able read­ing size. As much as pos­si­ble, use this same point size for every slide—even if there’s only one line of text on screen. Con­stantly chang­ing the point size be­tween slides is annoying.

Be­yond that, the other ty­po­graphic guide­lines ap­ply. In par­tic­u­lar, use color with re­straint—pre­fer pale shades over bright ones. And avoid cen­tered text .

Let’s see how this works in prac­tice. (Click on the im­age to ap­pre­ci­ate it at full size / full horror.)

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Gi­ant white rectangle.

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Point size too large.

Line spac­ing too tight.

Cen­tered or­ange headline.

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Calm black rectangle.

Bet­ter font ( Con­course ) in pale gray.

Point size re­duced; line spac­ing increased.

Head­line nei­ther or­ange nor centered.

More white space” (which in this case is ac­tu­ally black space).

If your pre­sen­ta­tion won’t be given in a dark­ened room, the text-color prob­lem is less ur­gent. Still, you should avoid putting pure black type on a pure white back­ground. Mak­ing the back­ground light gray, or the type dark gray, will re­duce con­trast and im­prove read­ing comfort.

by the way

You no­tice the pale gray back­ground of the above slide mostly be­cause here on the web page, it’s sur­rounded with pure white. But when pro­jected un­der or­di­nary light­ing, that pale gray will read as white.

This is an op­ti­cal phe­nom­e­non known as si­mul­ta­ne­ous con­trast , which you might re­mem­ber from mid­dle-school sci­ence class. For in­stance, in the di­a­gram at left, the cen­ter boxes don’t ap­pear to be the same shade of gray, but they are.

Do you really need list bul­lets? Maybe not. In body text , bul­lets make the start of each list item vi­su­ally dis­tinct from the start of a new line or para­graph. But in a pre­sen­ta­tion, if all your pow­er­ful points are less than one line, you can omit the bul­lets (as in the ex­am­ple above).

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confession.. I hate McDonalds breakfast.

— Alex Goot (@alexgoot) March 13, 2013

“Everyone has the right to freedom of opinion and expression; this right includes freedom to hold opinions without interference and to seek, receive and impart information and ideas through any media and regardless of frontiers.”

Dear whoever runs Apple now, how about inventing an iPhone with a battery that lasts longer than half an hour?! You absolute morons.

— Elizabeth Windsor (@Queen_UK) March 14, 2013

CORRECTION: @ jmbergoglio is not the account of Jorge Mario Bergoglio. Our apologies.

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Comments ( 38 )

Thanks Dan. Great article. Online reputation management is probably the most critical element in any business at the moment, with the proliferation of social media sites and the time of everyone’s voice being heard.


Thanks Haroun, yes it’s definitely critical at this very moment. With so many voices being heard, it’s not easy to stay on course.


Absolutely Haroun, managing the business’s reputation on social media is becoming ever so difficult. Even occupying the first page of the search results on both Google and Bing for the brand name searches is very important.


Great, man. Excellent write-up. I think this must be referred to as the essential course for everyone who has something to do with an online presence! Thanks for inviting to read this!





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