Design Basics

Let's face it: in an ideal world, you'd hire a battle-hardened pitch partner like us to craft your pitch presentation. But we understand that for many early-stage founders, that's simply not in the cards (or the budget). DIYing your deck as a non-designer might sound scary but fear not. Your pitch deck doesn't need to win design awards, but it does need to effectively communicate your vision and potential. Here are some design fundamentals that can elevate your deck from amateur to polished.

Start with a Brand, Even if It's Basic

Before you even open that presentation software, get some semblance of a brand together. Yes, even if you're in stealth mode. A consistent visual language is crucial for presenting your ideas cohesively. At minimum, you need:

1. A logo (even a cheap Fiverr creation is better than nothing)
2. A color palette (2-3 main colors, please)
3. A font pairing (one for headers, one for body text)

This foundation will keep you consistent and make your deck look intentional rather than haphazard.

Consistency is Key, But Don't Be Boring

Now that you have a brand, use it consistently throughout your deck. But here's the trick: mix up your layouts to keep things visually interesting. A deck that uses the exact same template for every slide is a one-way ticket to Snoozeville. Vary your layouts while maintaining your brand elements to keep investors engaged. Consider leveraging our free template slides to shortcut your way to compelling layouts.

Master the Hierarchy

Understanding visual hierarchy is crucial. We naturally read left to right and top to bottom, but you can disrupt this flow strategically. Use larger elements, contrasting colors, or well-placed whitespace to guide the eye where you want it to go. This isn't just about aesthetics—it's about controlling the narrative of your pitch.

A quick way to test your hierarchy: the 5-second rule. Show each slide to someone for just 5 seconds, then ask them what they remember. If it's not the key point you wanted to convey, rework your design.

Data Visualization is Your Friend

Nothing kills investor interest faster than a slide crammed with numbers. Whenever possible, visualize your data. A well-designed chart or graph can convey complex information quickly and memorably. Just remember: the goal is clarity, not to show off your Photoshop skills.

Icons and Images: Choose Wisely

When selecting icons or images, make sure they relate to and reinforce your content. Generic stock photos or irrelevant icons are worse than no visuals at all. Each visual element should serve a purpose, whether it's to illustrate a point, evoke an emotion, or break up text.

The Two-Deck Strategy

Guy Kawasaki's 10/20/30 rule (10 slides, 20 minutes, 30-point font) had its moment. But let's evolve. Instead, consider creating two versions of your deck:

1. A standalone version that can be read and understood without your narration.
2. A presentation version with less text, designed for you to speak over.

The first version is perfect for investors you can't get face time with or as a follow-up after your pitch. The second ensures you're not just reading off your slides during the actual presentation. We'd recommend starting with the standalone and then trimming the fat to create the second.

The Final Polish

Once you've put your deck together, consider hiring a presentation designer for a final polish. If you've done a solid job with layout and content, even a budget-friendly designer can elevate your deck significantly. Think of it as the difference between a home-cooked meal and one plated by a professional chef—the ingredients are the same, but the presentation makes all the difference.

Remember, your pitch deck is often your first impression. While you don't need to be a design guru, putting in the effort to create a visually compelling presentation shows investors that you sweat the details. And in the startup world, details matter.

Now go forth and design. Your unicorn awaits.