How important is the design of my pitch deck?
2nd April 2021
Your pitch deck has to wow your investors if it’s going to be memorable. A brilliant business case communicated clearly and concisely in words takes you a long way towards making a lasting impression. However, marry that content with intelligent design, and you’ll set yourself up for success.
We all know that this is a visual world. It’s not enough to showcase your terrific idea using words and figures. You need to bring the whole case to life with visual storytelling that’ll stick in the minds of your potential investors. That’s why Design is the last step of our methodology The Six Principles of the Perfect Pitch.
Find out more about our Investor Pitch Deck Design Services.
Why design matters so much
At Robot Mascot, we’ve worked with entrepreneurs from a range of different sectors to create winning pitch decks. But how important is pitch deck design? In every case, we found that design was vital to the success of the pitch. There have been times when founders have questioned, ‘How important is the design of my pitch deck?’ after going through an exhaustive content creation stage. But if you miss out on the design principle, you’re doing yourself a massive disservice. Get it right, and your pitch will be perfect.
Our brains can process images 6,000 times faster than text. That’s powerful under any circumstances, but when you are putting something in front of a time-poor investor, it becomes critical. In seconds, you can use the design of your pitch deck to communicate a variety of different messages at a glance. Get this right, and you’ll not only grab their attention, but you’ll compel them to want to know more.
The brutal truth is that you will be one of many entrepreneurs trying to win over an investor at any time. The competition is fierce, so you need to do whatever you can to stand out and be memorable. But what makes a pitch deck stand out? It’s the perfect blend of compelling content and intelligent design that captures the attention of investors. Remember that 90% of the information transmitted to the brain is visual, so we find it far easier to process visuals, having had so much practice. If you want investors to connect with your idea, engage with your pitch and remember you, they will need that visual stimulation.
1. The first impression matters
You’ve heard it before – first impressions count. But in the context of a pitch deck, this cliché carries weight. The design of your pitch deck is often the first glimpse investors get of your business. It’s the cover letter to your startup’s resume, and like any good cover letter, it should be polished, professional, and reflective of the brand behind it. A well-designed deck sets the tone for the entire pitch, signalling to investors that you’re not just another startup scrambling for cash – you’re a serious contender with a well-thought-out plan.
Investors are busy people, they sift through countless decks every week. If yours doesn’t stand out within the first few slides, you risk losing their attention – and their investment. Good design is not about flashy graphics or over-the-top animations, it’s about creating a cohesive and compelling visual story that draws the viewer in and keeps them engaged. It’s about establishing credibility right from the start.
2. Banishing boredom
If you’ve read our blogs on content, particularly ‘How to write investment winning content for my pitch deck’, you’ll know that you can’t afford to waste space. Every single word, figure and visual needs to earn its place. You cannot imagine how many waffling, boring, bland pitch decks your investor will have to wade through during their career. Give them something worth looking at.
Remember, like every piece of written content, the design you create should communicate with clarity. In fact, when you are writing the content, you should be thinking about how visuals could give this piece of your pitch more impact. By using colour, typography, infographics, images, graphics and other design tools, you can bring the idea to life visually and ensure it’s not something an investor can easily forget.
Better yet, many of your competitors won’t be doing this. Like many unfortunate souls before them, some of them will be presenting bland, forgettable presentations that investors have to trudge through without enjoying their experience.
Great design elevates your pitch, emphasising key pieces of content, reinforcing important messaging and making the pitch deck an enjoyable read. If an investor can see that you’ve carefully considered the look of your pitch, they’ll also be reassured that you understand the importance of design for the consumers of your business. It’s another bit of proof that you are an entrepreneur worth investing in.
There’s a good reason why design is the last of ‘The Six Principles of the Perfect Pitch’. It needs to come after you’ve got everything else prepared. Armed with clear, concise content that’s got a brilliant structure and compelling narrative, you’ll be ready to use design flair to finish off a perfect pitch deck.
Find out more about our Pitch Deck Consulting Services.
3. Clarity and communication
At its core, a pitch deck is a communication tool. Its primary job is to convey your business idea clearly and succinctly. But let’s face it, most ideas are complex, and the challenge lies in distilling that complexity into something digestible. This is where design becomes essential.
Design isn’t just about making things look pretty, it’s about enhancing understanding. A well-designed deck organises information logically, guiding the audience through your narrative without overwhelming them. Charts, graphs, and images aren’t just decorative – they’re vital tools that can help investors grasp key data points and concepts quickly. In a world where time is money, clarity in communication is non-negotiable. A cluttered, text-heavy deck is a surefire way to confuse and lose your audience. But when design is used effectively, it can turn even the most complicated business model into something that feels intuitive and easy to grasp.
Listen to The Art Of Communication podcast.
4. Building trust and professionalism
Trust is a cornerstone of any investment decision. Investors need to believe not just in your idea but in your ability to execute it. A polished pitch deck conveys a level of professionalism that builds this trust. It shows that you’ve put thought and care into every aspect of your business, including how you present it to the world.
Attention to detail in design reflects attention to detail in execution. But does pitch deck design matter? Absolutely. A polished, well-organised deck suggests that you take your business seriously and that you’re prepared to handle investor money with the same level of care. If your deck is sloppy, inconsistent, or riddled with errors, what does that say about your approach to running a business? Conversely, a sleek, well-organised deck suggests that you take your business seriously – and that you will take investor money seriously too. This unspoken message can be as powerful as the words you say during your pitch.
READ: The importance of building trust in the workplace
Tip for creating a standout pitch deck
Ensure visual cohesion and consistency
- Use a unified colour palette, consistent fonts, and a standard layout across all slides.
- Maintain design consistency to reinforce your brand identity and keep the audience focused on your message.
Tell a compelling story through design
- Structure your deck to take the audience on a journey, building towards a strong conclusion.
- Use design elements like infographics, timelines, and white space to enhance storytelling and guide the viewer’s eye.
Embrace simplicity and focus
- Strip away non-essential information to sharpen the focus on your core message.
- Utilise white space effectively to prevent information overload and make key messages stand out.
- Ensure your deck is easy to scan with clear headlines and supportive visuals.
Incorporate interactive and engaging elements
- Consider adding interactive features like clickable links, embedded videos, or interactive graphs for a more engaging experience.
- Balance creativity with clarity—interactive elements should enhance, not overwhelm, your content.
Balance content and design
- Design and content should complement each other, with neither overshadowing the other.
- Aim for a visually appealing deck that enhances your story, making it more compelling and easier to understand.
READ: Five Ways To Make Your Pitch Deck Stand Out From the Crowd
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