The Power of Psychology in Pitch Deck Design

The Science behind Design

Do you know what comes to your mind when you see a strange design? Chances are that it makes you look closer at the content to see what you’re supposed to focus on. Psychologists say that this is because of the power of curiosity that’s created by novelty – something that’s unfamiliar has the potential to pique interest.

This is relevant when it comes to pitch decks. A pitch deck is an essential tool for startups or entrepreneurs to convince investors to fund or support their business. Thus, it’s crucial to present the product or business idea in a way that would capture an investor’s attention. Pitch deck design influences the fate of startups, and the best designs incorporate effective psychological techniques. The color, structure, and font used in your pitch deck have a direct impact on the presenter’s tone, and the perception of the audience.

The Importance of Color

Colors have a great impact on human emotions, and marketers use this to influence their audience. According to research, blue evokes a feeling of trust and reliability, while red is associated with enthusiasm and even a sense of urgency. Green is seen as refreshing and can create a calming effect, while yellow is known to be attention-grabbing and happy.

When designing a pitch deck, it’s essential to consider what colors you’re going to use. Each color should be chosen to match the story and brand. For example, a healthcare app could use blue tones to create a feeling of trust, and green accents can signify growth and healing. Meanwhile, a pitch for a marketplace platform could include yellow tones to reflect the entrepreneurial energy and enthusiasm of the startup.

The Striking Effect of Images

Images have always been seen as an effective tool to evoke emotions and create a lasting impact. The human brain processes images 60,000 times faster than words, making them a valuable addition to pitch decks. Choosing the right images that reflect the company’s vision can make an investor more intrigued and engaged. For instance, a pitch for a pollution-monitoring device can be supported by images of a polluted city before switching to an image of the same city but with clean air flowing through it – giving investors a glimpse of what the product could achieve.

The Role of Fonts

The choice of font used in pitch-deck design should not be underestimated as it conveys the tone of your message. Too many font styles can give the impression that the presenter hasn’t put enough effort into the design. When it comes to pitch decks, it’s best to stick to two font styles, one for headings, and the other for the body text to avoid confusion.

The formality or casualness in a font’s tone shouldn’t be underestimated. Serif fonts are often used in serious business-type contexts, offering elegant and professional characteristics. Sans-serif fonts, meanwhile, are used in contemporary and modern designs, offering sleek and straightforward characteristics.

The Effect of Structure

The structure of a pitch deck determines how the message is delivered to the audience. A well-structured pitch deck should flow logically and be easy to comprehend. You can break up sections with header slides to distinguish different topics or use whitespace to make it simpler to see what’s important.

Another strategy is to use storytelling in the pitch deck design. By providing an introduction slide that presents the problem, then highlighting the issue, and then finishing with a branded slide depicting how the investor’s money will improve the situation. Storytelling connects with the audience on a deeper level, improving the chances of converting interest into action. Check out the suggested external site to uncover new details and perspectives about the subject discussed in this article. We constantly work to improve your educational journey alongside us. Pitch Deck Consultant!


Designing a compelling pitch deck involves understanding the psychology of color, the role of fonts, and image selection. The structure of the deck and the storytelling used symbolizes the presenters’ vision and the product’s potential. Through clever use of these variables, attention is caught, and interest is piqued, increasing the chances of successful investment opportunities. By understanding the psychology of pitch deck design, entrepreneurs can create inspiring and unique presentations that communicate their ideas and gain the attention of potential investors.

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