Ever wondered why some pitch decks instantly command attention while others fall flat? The secret might be hiding in plain sight – in the colours you choose. According to research from the Institute for Colour Research, people make subconscious judgments about presentations within 90 seconds, and up to 90% of that assessment is based on colour alone. When you're pitching to investors, those first impressions can make or break your chances of securing funding.


Understanding the psychology of colour

Colour serves as a powerful communication tool that influences emotions, perceptions, and decision-making processes. In the high-stakes world of investor presentations, understanding colour psychology can give you a significant advantage in conveying your message effectively and building trust with potential investors. Think of your pitch deck as a visual story. Each colour you choose adds a layer of meaning, setting the tone for how investors perceive your business. Just as you carefully craft your financial projections and market analysis, your colour choices deserve equal strategic consideration.


The impact of different colours on investor perception

Let's break down the psychological impact of key colours in investment contexts:

Blue: Trust builder

Blue has become the go-to colour for professional presentations because it helps create a foundation of trust – essential when you're asking investors to believe in your vision.

  • Signals stability, reliability, and professionalism

  • Particularly effective for tech startups and financial services

  • Creates an atmosphere of calm confidence

  • Ideal: Early-stage funding where establishing credibility is crucial


(Source: DesignGuru)


Green: Growth signifier

Consider using green when presenting revenue projections or growth statistics – it subconsciously reinforces the message of positive returns.

  • Represents growth, sustainability, and profit

  • Perfect for companies focused on sustainability or organic growth

  • Creates associations with financial success

  • Ideal: Growth-stage funding when showcasing market traction and expansion plans. Effective for Series A and B rounds where growth metrics are key.


(Source: DesignGuru)


Purple: Innovation indicator

Purple can help position your company as innovative and premium, especially valuable when seeking higher valuations.

  • Suggests creativity, luxury, and premium quality

  • Works well for disruptive technology presentations

  • Signals uniqueness and innovation

  • Ideal: Late-stage funding when demonstrating market leadership and premium positioning


(Source: DesignGuru)


Colour psychology in pitch decks

The strategic use of colour in pitch decks goes beyond aesthetic appeal – it's about creating a visual hierarchy that guides investors through your story. Consider these key aspects:


Early stage funding

When seeking initial funding, your colour strategy needs to prioritise establishing credibility and trust. Early-stage investors are taking the biggest risk, so your presentation must convey professionalism and reliability from the first slide. A predominantly blue-based colour scheme helps create this foundation of trust, while simultaneously keeping your presentation clean and professional. Consider using navy blue for headers and key points, as it conveys stability without appearing overly corporate.

The key is to balance professionalism with the energy and potential of your startup. Incorporate small touches of vibrant colours like orange or yellow specifically for highlighting key metrics or unique selling points. These pops of colour should be used sparingly – think of them as exclamation points in your visual narrative. They draw attention to critical information without overwhelming the overall professional tone.


(Source: DesignGuru)


Growth stage funding

At the growth stage, your colour strategy can and should evolve to reflect your company's maturity and market traction. This is the time to demonstrate both your established presence and your continued growth potential through your colour choices. A more dynamic colour palette becomes appropriate here, but it must be implemented with strategic precision.

Green becomes a powerful tool at this stage, particularly when presenting growth metrics and market expansion plans. However, don't limit yourself to traditional forest greens. Consider using a spectrum of greens, from sage to emerald, to create depth in your data visualisations. This approach helps investors quickly grasp complex growth patterns while maintaining visual interest.

Your brand colours should now play a more prominent role, reflecting your established market presence. Create a seamless blend between your brand colours and the professional colour scheme of your pitch deck. This demonstrates brand maturity while maintaining the presentation's primary goal of attracting investment.


(Source: DesignGuru)


Late stage funding

Late-stage funding presentations require a sophisticated colour approach that reflects your company's market leadership and professional maturity. At this stage, you're not just selling potential – you're showcasing proven success and continued growth opportunities. Your colour choices should reflect this elevated position.

Deep, rich colours like burgundy, navy, and dark purple can be effectively employed to create an atmosphere of premium quality and established success. These colours should be used in conjunction with plenty of white space and subtle gradients to create a refined, executive-level presentation style. The goal is to convey market dominance and sophistication without appearing flashy or experimental.

Data visualisation at this stage should utilise more nuanced colour combinations that reflect the complexity of your market position and future growth strategies. Consider using monochromatic colour schemes with subtle variations to present complex data sets in a way that's both sophisticated and easily digestible.


(Source: DesignGuru)


Understanding your investor's colour psychology

Investor psychology is a complex interplay of multiple factors that influence how they perceive and react to your presentation. Understanding these elements can help you tailor your colour choices to resonate more effectively with your target investors.

Investment stage preferences

Different investment stages typically attract different types of investors, each with their own colour expectations. Early-stage investors often respond well to energetic, forward-thinking colour schemes that reflect innovation and potential, while late-stage investors typically expect more conservative, established colour palettes that convey market maturity and stability. This psychological predisposition is often subconscious but can significantly impact how your presentation is received.

Industry expertise impact

Investors with deep expertise in specific industries often have preconceived notions about what "successful" companies in that space look like. For instance, fintech investors might expect to see the blues and greens commonly associated with financial stability, while investors in creative industries might be more receptive to bold, innovative colour schemes. Understanding these industry-specific colour expectations can help align your presentation with investor expectations.

Cultural influences

The cultural background of your investors plays a crucial role in how they interpret colours. What might signal success and prosperity in one culture could convey something entirely different in another. For example, while red often represents danger or caution in Western cultures, it symbolises luck and prosperity in many Asian cultures. This cultural dimension becomes particularly important when pitching to international investors or cross-cultural investment firms.

Personal colour preferences

While often overlooked, individual investor preferences can significantly impact how your presentation is received. These preferences are shaped by personal experiences, past successful investments, and individual psychological associations with certain colours. While you can't always cater to individual preferences, understanding common patterns among your target investor group can help inform your colour choices.


(Source: DesignGuru)


Research-based approach

Before finalising your pitch deck's colour palette, consider these four critical research areas that can impact investor perception:

1. Portfolio Analysis

Look at companies that successfully secured funding from your target investors. What colour patterns emerge in their pitch decks? Pay special attention to those at your funding stage – their successful colour choices could inform your own.

2. Investor brand alignment

Without directly copying, understand your potential investors' visual preferences. Do they lean conservative or bold in their own branding? This insight helps create a deck that feels naturally aligned with their aesthetic expectations.

3. Consider cultural context

Colours speak different languages across cultures. Red might signal "stop" in one culture but mean "prosperity" in another. If you're pitching to international investors, these cultural nuances matter.

4. Track industry trends

Every sector has its own visual language. Fintech pitches often use different colour schemes than healthtech ones. Study successful pitches in your industry to understand what resonates with investors in your specific space.


(Source: DesignGuru)


What to avoid in your next investor presentation

Creating an effective investor presentation requires as much attention to what you shouldn't do as to what you should. Understanding common pitfalls can help you avoid crucial missteps that could undermine your pitch's effectiveness.

Common colour mistakes

The most detrimental colour-related mistake in investor presentations is the overuse of bold colours. While it might be tempting to make every slide pop with vibrant hues, this approach typically backfires by creating visual fatigue and distracting from your message. Instead, think of colour as a strategic tool to be deployed with purpose and restraint.

High-contrast combinations, while attention-grabbing, can create significant visual strain during longer presentations. This is particularly problematic in pitch meetings that might last an hour or more. When investors are struggling to look at your slides comfortably, they're not focusing on your message.

Colour scheme inconsistency throughout your deck suggests a lack of attention to detail – a red flag for investors. This extends beyond just using different colours; it includes maintaining consistent shades and tones of your chosen colours across all slides.


(Source: PThemes)


Technical considerations and accessibility

The technical aspects of colour implementation can influence your presentation's impact. Poor contrast between text and background can make your presentation illegible under certain lighting conditions or on different display devices. Always test your presentation under various lighting conditions and on multiple screens.


Practical implementation tips

1. Developing your colour strategy

The foundation of an effective colour strategy begins with understanding your brand's existing colour palette and how it can be adapted for an investor presentation context. Start by analysing your brand colours' psychological implications and how they align with investor expectations for your industry and funding stage.

Create a clear colour hierarchy that defines exactly how and where each colour will be used. Your primary colour should be used for the most important elements – key messages, headlines, and crucial data points. Secondary colours should support and enhance without competing for attention.

Consider creating a simple style guide specifically for your pitch deck. This should include:

  • Exact colour codes for all colours used

  • Rules for when and how each colour should be applied

  • Examples of correct and incorrect colour usage

  • Guidelines for colour combinations and contrast


2. Advanced technical implementation

Beyond basic colour selection, successful implementation requires careful attention to technical details. Start by ensuring all text meets WCAG (Web Content Accessibility Guidelines) contrast standards. Develop a systematic approach to testing your presentation across different devices and viewing conditions.

This includes:

  • Testing on both LCD and LED displays

  • Viewing under different lighting conditions

  • Checking appearance on projection screens

  • Verifying readability on video conferencing platforms


3. Strategic colour application

The strategic application of colour in your pitch deck should follow a clear narrative purpose.

  • Use your primary colour to create a visual pathway through your presentation, guiding investors through your story. This might mean using your main colour for section headers, key metrics, or crucial call-out boxes.

  • White space plays a pivotal role in effective colour usage. Rather than filling every available space with colour, use white space strategically to create breathing room and draw attention to coloured elements. This approach creates a more sophisticated, professional appearance while making your key points more impactful.

  • Consider the psychological journey you want investors to take through your presentation. Use warmer colours to create excitement around opportunity slides, cooler colours for data-heavy sections, and neutral tones to maintain professionalism throughout. This colour narrative should align with and enhance your verbal pitch.


(Source: DesignGuru)


Conclusion

In the world of investor presentations, colour is seen as a strategic tool that can significantly influence your success. By understanding and implementing colour psychology effectively, you can create pitch decks that not only look professional but also resonate with investors on a deeper psychological level

Need help perfecting your pitch deck? Book a call with our founders, Will and James, to help you create a winning presentation. Whether you want feedback on your existing deck or guidance in creating a new one, they'll walk you through colour psychology principles that align with your funding goals.

Ever wondered why some pitch decks instantly command attention while others fall flat? The secret might be hiding in plain sight – in the colours you choose. According to research from the Institute for Colour Research, people make subconscious judgments about presentations within 90 seconds, and up to 90% of that assessment is based on colour alone. When you're pitching to investors, those first impressions can make or break your chances of securing funding.


Understanding the psychology of colour

Colour serves as a powerful communication tool that influences emotions, perceptions, and decision-making processes. In the high-stakes world of investor presentations, understanding colour psychology can give you a significant advantage in conveying your message effectively and building trust with potential investors. Think of your pitch deck as a visual story. Each colour you choose adds a layer of meaning, setting the tone for how investors perceive your business. Just as you carefully craft your financial projections and market analysis, your colour choices deserve equal strategic consideration.


The impact of different colours on investor perception

Let's break down the psychological impact of key colours in investment contexts:

Blue: Trust builder

Blue has become the go-to colour for professional presentations because it helps create a foundation of trust – essential when you're asking investors to believe in your vision.

  • Signals stability, reliability, and professionalism

  • Particularly effective for tech startups and financial services

  • Creates an atmosphere of calm confidence

  • Ideal: Early-stage funding where establishing credibility is crucial


(Source: DesignGuru)


Green: Growth signifier

Consider using green when presenting revenue projections or growth statistics – it subconsciously reinforces the message of positive returns.

  • Represents growth, sustainability, and profit

  • Perfect for companies focused on sustainability or organic growth

  • Creates associations with financial success

  • Ideal: Growth-stage funding when showcasing market traction and expansion plans. Effective for Series A and B rounds where growth metrics are key.


(Source: DesignGuru)


Purple: Innovation indicator

Purple can help position your company as innovative and premium, especially valuable when seeking higher valuations.

  • Suggests creativity, luxury, and premium quality

  • Works well for disruptive technology presentations

  • Signals uniqueness and innovation

  • Ideal: Late-stage funding when demonstrating market leadership and premium positioning


(Source: DesignGuru)


Colour psychology in pitch decks

The strategic use of colour in pitch decks goes beyond aesthetic appeal – it's about creating a visual hierarchy that guides investors through your story. Consider these key aspects:


Early stage funding

When seeking initial funding, your colour strategy needs to prioritise establishing credibility and trust. Early-stage investors are taking the biggest risk, so your presentation must convey professionalism and reliability from the first slide. A predominantly blue-based colour scheme helps create this foundation of trust, while simultaneously keeping your presentation clean and professional. Consider using navy blue for headers and key points, as it conveys stability without appearing overly corporate.

The key is to balance professionalism with the energy and potential of your startup. Incorporate small touches of vibrant colours like orange or yellow specifically for highlighting key metrics or unique selling points. These pops of colour should be used sparingly – think of them as exclamation points in your visual narrative. They draw attention to critical information without overwhelming the overall professional tone.


(Source: DesignGuru)


Growth stage funding

At the growth stage, your colour strategy can and should evolve to reflect your company's maturity and market traction. This is the time to demonstrate both your established presence and your continued growth potential through your colour choices. A more dynamic colour palette becomes appropriate here, but it must be implemented with strategic precision.

Green becomes a powerful tool at this stage, particularly when presenting growth metrics and market expansion plans. However, don't limit yourself to traditional forest greens. Consider using a spectrum of greens, from sage to emerald, to create depth in your data visualisations. This approach helps investors quickly grasp complex growth patterns while maintaining visual interest.

Your brand colours should now play a more prominent role, reflecting your established market presence. Create a seamless blend between your brand colours and the professional colour scheme of your pitch deck. This demonstrates brand maturity while maintaining the presentation's primary goal of attracting investment.


(Source: DesignGuru)


Late stage funding

Late-stage funding presentations require a sophisticated colour approach that reflects your company's market leadership and professional maturity. At this stage, you're not just selling potential – you're showcasing proven success and continued growth opportunities. Your colour choices should reflect this elevated position.

Deep, rich colours like burgundy, navy, and dark purple can be effectively employed to create an atmosphere of premium quality and established success. These colours should be used in conjunction with plenty of white space and subtle gradients to create a refined, executive-level presentation style. The goal is to convey market dominance and sophistication without appearing flashy or experimental.

Data visualisation at this stage should utilise more nuanced colour combinations that reflect the complexity of your market position and future growth strategies. Consider using monochromatic colour schemes with subtle variations to present complex data sets in a way that's both sophisticated and easily digestible.


(Source: DesignGuru)


Understanding your investor's colour psychology

Investor psychology is a complex interplay of multiple factors that influence how they perceive and react to your presentation. Understanding these elements can help you tailor your colour choices to resonate more effectively with your target investors.

Investment stage preferences

Different investment stages typically attract different types of investors, each with their own colour expectations. Early-stage investors often respond well to energetic, forward-thinking colour schemes that reflect innovation and potential, while late-stage investors typically expect more conservative, established colour palettes that convey market maturity and stability. This psychological predisposition is often subconscious but can significantly impact how your presentation is received.

Industry expertise impact

Investors with deep expertise in specific industries often have preconceived notions about what "successful" companies in that space look like. For instance, fintech investors might expect to see the blues and greens commonly associated with financial stability, while investors in creative industries might be more receptive to bold, innovative colour schemes. Understanding these industry-specific colour expectations can help align your presentation with investor expectations.

Cultural influences

The cultural background of your investors plays a crucial role in how they interpret colours. What might signal success and prosperity in one culture could convey something entirely different in another. For example, while red often represents danger or caution in Western cultures, it symbolises luck and prosperity in many Asian cultures. This cultural dimension becomes particularly important when pitching to international investors or cross-cultural investment firms.

Personal colour preferences

While often overlooked, individual investor preferences can significantly impact how your presentation is received. These preferences are shaped by personal experiences, past successful investments, and individual psychological associations with certain colours. While you can't always cater to individual preferences, understanding common patterns among your target investor group can help inform your colour choices.


(Source: DesignGuru)


Research-based approach

Before finalising your pitch deck's colour palette, consider these four critical research areas that can impact investor perception:

1. Portfolio Analysis

Look at companies that successfully secured funding from your target investors. What colour patterns emerge in their pitch decks? Pay special attention to those at your funding stage – their successful colour choices could inform your own.

2. Investor brand alignment

Without directly copying, understand your potential investors' visual preferences. Do they lean conservative or bold in their own branding? This insight helps create a deck that feels naturally aligned with their aesthetic expectations.

3. Consider cultural context

Colours speak different languages across cultures. Red might signal "stop" in one culture but mean "prosperity" in another. If you're pitching to international investors, these cultural nuances matter.

4. Track industry trends

Every sector has its own visual language. Fintech pitches often use different colour schemes than healthtech ones. Study successful pitches in your industry to understand what resonates with investors in your specific space.


(Source: DesignGuru)


What to avoid in your next investor presentation

Creating an effective investor presentation requires as much attention to what you shouldn't do as to what you should. Understanding common pitfalls can help you avoid crucial missteps that could undermine your pitch's effectiveness.

Common colour mistakes

The most detrimental colour-related mistake in investor presentations is the overuse of bold colours. While it might be tempting to make every slide pop with vibrant hues, this approach typically backfires by creating visual fatigue and distracting from your message. Instead, think of colour as a strategic tool to be deployed with purpose and restraint.

High-contrast combinations, while attention-grabbing, can create significant visual strain during longer presentations. This is particularly problematic in pitch meetings that might last an hour or more. When investors are struggling to look at your slides comfortably, they're not focusing on your message.

Colour scheme inconsistency throughout your deck suggests a lack of attention to detail – a red flag for investors. This extends beyond just using different colours; it includes maintaining consistent shades and tones of your chosen colours across all slides.


(Source: PThemes)


Technical considerations and accessibility

The technical aspects of colour implementation can influence your presentation's impact. Poor contrast between text and background can make your presentation illegible under certain lighting conditions or on different display devices. Always test your presentation under various lighting conditions and on multiple screens.


Practical implementation tips

1. Developing your colour strategy

The foundation of an effective colour strategy begins with understanding your brand's existing colour palette and how it can be adapted for an investor presentation context. Start by analysing your brand colours' psychological implications and how they align with investor expectations for your industry and funding stage.

Create a clear colour hierarchy that defines exactly how and where each colour will be used. Your primary colour should be used for the most important elements – key messages, headlines, and crucial data points. Secondary colours should support and enhance without competing for attention.

Consider creating a simple style guide specifically for your pitch deck. This should include:

  • Exact colour codes for all colours used

  • Rules for when and how each colour should be applied

  • Examples of correct and incorrect colour usage

  • Guidelines for colour combinations and contrast


2. Advanced technical implementation

Beyond basic colour selection, successful implementation requires careful attention to technical details. Start by ensuring all text meets WCAG (Web Content Accessibility Guidelines) contrast standards. Develop a systematic approach to testing your presentation across different devices and viewing conditions.

This includes:

  • Testing on both LCD and LED displays

  • Viewing under different lighting conditions

  • Checking appearance on projection screens

  • Verifying readability on video conferencing platforms


3. Strategic colour application

The strategic application of colour in your pitch deck should follow a clear narrative purpose.

  • Use your primary colour to create a visual pathway through your presentation, guiding investors through your story. This might mean using your main colour for section headers, key metrics, or crucial call-out boxes.

  • White space plays a pivotal role in effective colour usage. Rather than filling every available space with colour, use white space strategically to create breathing room and draw attention to coloured elements. This approach creates a more sophisticated, professional appearance while making your key points more impactful.

  • Consider the psychological journey you want investors to take through your presentation. Use warmer colours to create excitement around opportunity slides, cooler colours for data-heavy sections, and neutral tones to maintain professionalism throughout. This colour narrative should align with and enhance your verbal pitch.


(Source: DesignGuru)


Conclusion

In the world of investor presentations, colour is seen as a strategic tool that can significantly influence your success. By understanding and implementing colour psychology effectively, you can create pitch decks that not only look professional but also resonate with investors on a deeper psychological level

Need help perfecting your pitch deck? Book a call with our founders, Will and James, to help you create a winning presentation. Whether you want feedback on your existing deck or guidance in creating a new one, they'll walk you through colour psychology principles that align with your funding goals.

Ever wondered why some pitch decks instantly command attention while others fall flat? The secret might be hiding in plain sight – in the colours you choose. According to research from the Institute for Colour Research, people make subconscious judgments about presentations within 90 seconds, and up to 90% of that assessment is based on colour alone. When you're pitching to investors, those first impressions can make or break your chances of securing funding.


Understanding the psychology of colour

Colour serves as a powerful communication tool that influences emotions, perceptions, and decision-making processes. In the high-stakes world of investor presentations, understanding colour psychology can give you a significant advantage in conveying your message effectively and building trust with potential investors. Think of your pitch deck as a visual story. Each colour you choose adds a layer of meaning, setting the tone for how investors perceive your business. Just as you carefully craft your financial projections and market analysis, your colour choices deserve equal strategic consideration.


The impact of different colours on investor perception

Let's break down the psychological impact of key colours in investment contexts:

Blue: Trust builder

Blue has become the go-to colour for professional presentations because it helps create a foundation of trust – essential when you're asking investors to believe in your vision.

  • Signals stability, reliability, and professionalism

  • Particularly effective for tech startups and financial services

  • Creates an atmosphere of calm confidence

  • Ideal: Early-stage funding where establishing credibility is crucial


(Source: DesignGuru)


Green: Growth signifier

Consider using green when presenting revenue projections or growth statistics – it subconsciously reinforces the message of positive returns.

  • Represents growth, sustainability, and profit

  • Perfect for companies focused on sustainability or organic growth

  • Creates associations with financial success

  • Ideal: Growth-stage funding when showcasing market traction and expansion plans. Effective for Series A and B rounds where growth metrics are key.


(Source: DesignGuru)


Purple: Innovation indicator

Purple can help position your company as innovative and premium, especially valuable when seeking higher valuations.

  • Suggests creativity, luxury, and premium quality

  • Works well for disruptive technology presentations

  • Signals uniqueness and innovation

  • Ideal: Late-stage funding when demonstrating market leadership and premium positioning


(Source: DesignGuru)


Colour psychology in pitch decks

The strategic use of colour in pitch decks goes beyond aesthetic appeal – it's about creating a visual hierarchy that guides investors through your story. Consider these key aspects:


Early stage funding

When seeking initial funding, your colour strategy needs to prioritise establishing credibility and trust. Early-stage investors are taking the biggest risk, so your presentation must convey professionalism and reliability from the first slide. A predominantly blue-based colour scheme helps create this foundation of trust, while simultaneously keeping your presentation clean and professional. Consider using navy blue for headers and key points, as it conveys stability without appearing overly corporate.

The key is to balance professionalism with the energy and potential of your startup. Incorporate small touches of vibrant colours like orange or yellow specifically for highlighting key metrics or unique selling points. These pops of colour should be used sparingly – think of them as exclamation points in your visual narrative. They draw attention to critical information without overwhelming the overall professional tone.


(Source: DesignGuru)


Growth stage funding

At the growth stage, your colour strategy can and should evolve to reflect your company's maturity and market traction. This is the time to demonstrate both your established presence and your continued growth potential through your colour choices. A more dynamic colour palette becomes appropriate here, but it must be implemented with strategic precision.

Green becomes a powerful tool at this stage, particularly when presenting growth metrics and market expansion plans. However, don't limit yourself to traditional forest greens. Consider using a spectrum of greens, from sage to emerald, to create depth in your data visualisations. This approach helps investors quickly grasp complex growth patterns while maintaining visual interest.

Your brand colours should now play a more prominent role, reflecting your established market presence. Create a seamless blend between your brand colours and the professional colour scheme of your pitch deck. This demonstrates brand maturity while maintaining the presentation's primary goal of attracting investment.


(Source: DesignGuru)


Late stage funding

Late-stage funding presentations require a sophisticated colour approach that reflects your company's market leadership and professional maturity. At this stage, you're not just selling potential – you're showcasing proven success and continued growth opportunities. Your colour choices should reflect this elevated position.

Deep, rich colours like burgundy, navy, and dark purple can be effectively employed to create an atmosphere of premium quality and established success. These colours should be used in conjunction with plenty of white space and subtle gradients to create a refined, executive-level presentation style. The goal is to convey market dominance and sophistication without appearing flashy or experimental.

Data visualisation at this stage should utilise more nuanced colour combinations that reflect the complexity of your market position and future growth strategies. Consider using monochromatic colour schemes with subtle variations to present complex data sets in a way that's both sophisticated and easily digestible.


(Source: DesignGuru)


Understanding your investor's colour psychology

Investor psychology is a complex interplay of multiple factors that influence how they perceive and react to your presentation. Understanding these elements can help you tailor your colour choices to resonate more effectively with your target investors.

Investment stage preferences

Different investment stages typically attract different types of investors, each with their own colour expectations. Early-stage investors often respond well to energetic, forward-thinking colour schemes that reflect innovation and potential, while late-stage investors typically expect more conservative, established colour palettes that convey market maturity and stability. This psychological predisposition is often subconscious but can significantly impact how your presentation is received.

Industry expertise impact

Investors with deep expertise in specific industries often have preconceived notions about what "successful" companies in that space look like. For instance, fintech investors might expect to see the blues and greens commonly associated with financial stability, while investors in creative industries might be more receptive to bold, innovative colour schemes. Understanding these industry-specific colour expectations can help align your presentation with investor expectations.

Cultural influences

The cultural background of your investors plays a crucial role in how they interpret colours. What might signal success and prosperity in one culture could convey something entirely different in another. For example, while red often represents danger or caution in Western cultures, it symbolises luck and prosperity in many Asian cultures. This cultural dimension becomes particularly important when pitching to international investors or cross-cultural investment firms.

Personal colour preferences

While often overlooked, individual investor preferences can significantly impact how your presentation is received. These preferences are shaped by personal experiences, past successful investments, and individual psychological associations with certain colours. While you can't always cater to individual preferences, understanding common patterns among your target investor group can help inform your colour choices.


(Source: DesignGuru)


Research-based approach

Before finalising your pitch deck's colour palette, consider these four critical research areas that can impact investor perception:

1. Portfolio Analysis

Look at companies that successfully secured funding from your target investors. What colour patterns emerge in their pitch decks? Pay special attention to those at your funding stage – their successful colour choices could inform your own.

2. Investor brand alignment

Without directly copying, understand your potential investors' visual preferences. Do they lean conservative or bold in their own branding? This insight helps create a deck that feels naturally aligned with their aesthetic expectations.

3. Consider cultural context

Colours speak different languages across cultures. Red might signal "stop" in one culture but mean "prosperity" in another. If you're pitching to international investors, these cultural nuances matter.

4. Track industry trends

Every sector has its own visual language. Fintech pitches often use different colour schemes than healthtech ones. Study successful pitches in your industry to understand what resonates with investors in your specific space.


(Source: DesignGuru)


What to avoid in your next investor presentation

Creating an effective investor presentation requires as much attention to what you shouldn't do as to what you should. Understanding common pitfalls can help you avoid crucial missteps that could undermine your pitch's effectiveness.

Common colour mistakes

The most detrimental colour-related mistake in investor presentations is the overuse of bold colours. While it might be tempting to make every slide pop with vibrant hues, this approach typically backfires by creating visual fatigue and distracting from your message. Instead, think of colour as a strategic tool to be deployed with purpose and restraint.

High-contrast combinations, while attention-grabbing, can create significant visual strain during longer presentations. This is particularly problematic in pitch meetings that might last an hour or more. When investors are struggling to look at your slides comfortably, they're not focusing on your message.

Colour scheme inconsistency throughout your deck suggests a lack of attention to detail – a red flag for investors. This extends beyond just using different colours; it includes maintaining consistent shades and tones of your chosen colours across all slides.


(Source: PThemes)


Technical considerations and accessibility

The technical aspects of colour implementation can influence your presentation's impact. Poor contrast between text and background can make your presentation illegible under certain lighting conditions or on different display devices. Always test your presentation under various lighting conditions and on multiple screens.


Practical implementation tips

1. Developing your colour strategy

The foundation of an effective colour strategy begins with understanding your brand's existing colour palette and how it can be adapted for an investor presentation context. Start by analysing your brand colours' psychological implications and how they align with investor expectations for your industry and funding stage.

Create a clear colour hierarchy that defines exactly how and where each colour will be used. Your primary colour should be used for the most important elements – key messages, headlines, and crucial data points. Secondary colours should support and enhance without competing for attention.

Consider creating a simple style guide specifically for your pitch deck. This should include:

  • Exact colour codes for all colours used

  • Rules for when and how each colour should be applied

  • Examples of correct and incorrect colour usage

  • Guidelines for colour combinations and contrast


2. Advanced technical implementation

Beyond basic colour selection, successful implementation requires careful attention to technical details. Start by ensuring all text meets WCAG (Web Content Accessibility Guidelines) contrast standards. Develop a systematic approach to testing your presentation across different devices and viewing conditions.

This includes:

  • Testing on both LCD and LED displays

  • Viewing under different lighting conditions

  • Checking appearance on projection screens

  • Verifying readability on video conferencing platforms


3. Strategic colour application

The strategic application of colour in your pitch deck should follow a clear narrative purpose.

  • Use your primary colour to create a visual pathway through your presentation, guiding investors through your story. This might mean using your main colour for section headers, key metrics, or crucial call-out boxes.

  • White space plays a pivotal role in effective colour usage. Rather than filling every available space with colour, use white space strategically to create breathing room and draw attention to coloured elements. This approach creates a more sophisticated, professional appearance while making your key points more impactful.

  • Consider the psychological journey you want investors to take through your presentation. Use warmer colours to create excitement around opportunity slides, cooler colours for data-heavy sections, and neutral tones to maintain professionalism throughout. This colour narrative should align with and enhance your verbal pitch.


(Source: DesignGuru)


Conclusion

In the world of investor presentations, colour is seen as a strategic tool that can significantly influence your success. By understanding and implementing colour psychology effectively, you can create pitch decks that not only look professional but also resonate with investors on a deeper psychological level

Need help perfecting your pitch deck? Book a call with our founders, Will and James, to help you create a winning presentation. Whether you want feedback on your existing deck or guidance in creating a new one, they'll walk you through colour psychology principles that align with your funding goals.

Written by

Cailyn Büchner

Written by

Cailyn Büchner

Cailyn is besotted with sunsets, twisted novels, and unpredictable marketing that makes you question everything you thought you knew. Walks in nature are her secret weapon to recharging creatively.

Ready to supercharge your business?

See why 96+ happy customers love working with us!

Get started

Get started

Ready to supercharge your business?

See why 96+ happy customers love working with us!

Get started

Get started

Ready to supercharge your business?

See why 96+ happy customers love working with us!

Get started

Get started