Imagine this: you give a presentation. A week later, your audience remembers just 10% of what you said. Frustrating, right?
But here’s the good news: with the right choice of colors, you can increase this retention rate to 65%. This is not a marketing claim, but the result of decades of research on visual perception.
Studies show that after three days, people retain only 10-20% of spoken or written content – but almost 65% of visual information. Colors can improve comprehension by up to 73% and learning by up to 75%.
Why colors are so powerful:
Our brains process visual information 60,000 times faster than text. This is no coincidence of evolution—it is a survival mechanism. Colors in nature signaled to our ancestors where to find food, which plants were poisonous, and when danger was imminent.
We use these instinctive reactions in presentations today. A systematic analysis of 132 studies over 128 years with over 42,000 participants from 64 countries confirms that colors trigger consistent emotional responses. Red activates us, blue calms us, green relaxes us.
What you can expect in this guide:
In the next few minutes, you will learn how to use color psychology in a targeted manner to:
- Anchor your message in the memory
- Control emotions in a targeted manner
- Highlight important information
- Communicate in an accessible and inclusive way
- Strengthen brand identity
This article is based on scientific findings in color psychology, combined with practical tips for implementation. You will receive concrete recommendations for action, not vague theory.
So, buckle up for a journey through the power of colors!
Colors and their effect on our brain
Why colors are so important: More than just pretty to look at
Colors are extremely important. But why is that?
Colors trigger emotions. They have the ability to evoke immediate emotional responses. For example, red is often associated with passion or danger, while blue can convey calm and trust.
In addition, colors direct our attention. Bright or contrasting colors attract the eye and can be used to highlight important elements.
In information design, colors can structure information. They help to categorize data, clarify hierarchies, or group related elements.
After all, colors reinforce messages. The right choice of colors can intensify the impact of a message and improve understanding and recall.
In short, with a well-considered color concept, your presentation becomes a tool that resonates with the emotions of your audience.
The basics: What each color does to us
Scientific analyses show consistent patterns: Red is associated with strong, activating emotions – both positive (love, passion) and negative (danger, anger). Yellow and orange evoke positive, energetic feelings such as happiness and joy. Blue and green, on the other hand, have a calming effect and convey comfort and relaxation.
But it goes beyond emotions: colors have a measurable effect on our physiology. Blue has been shown to slow breathing and pulse rate, while red increases breathing rate and blood pressure.
What does this mean for your presentations? Every color is a tool. Here is an overview of the most important ones:
Red – The adrenaline rush
Effect: Energy, urgency, attention
Science: Red stimuli receive an attention advantage. Wearing red has been linked to better performance in athletic competitions. Red has been proven to increase heart rate and create excitement.
Use:
✓ Perfect for calls to action or to highlight critical points
✓ Ideal for: “ACT NOW,” warnings, deadlines
✗ Use sparingly—too much red is overwhelming
✗ Avoid using in: financial reports (signals loss), sensitive topics
Blue – The confidence builder
Effect: Seriousness, calmness, professionalism
Science: Studies show that blue can slow down breathing and pulse rate. Blue is the most popular color worldwide and is most strongly associated with trust.
Use:
✓ Business presentations, financial reports when you want to demonstrate expertise
✓ For: Data visualizations, corporate communications, building trust
✗ Avoid for: Food presentations (blue suppresses appetite)
✗ Blue that is too light loses contrast on a white background
Green – The nature boy
Effect: Growth, balance, freshness
Science: The human eye focuses most easily on green – evolutionarily due to our adaptation to natural environments. A study by the University of Munich showed that green can increase creativity by 20%.
Use:
✓ Topics related to sustainability, health, finance (growth)
✓ For: Showing positive developments, environmental topics, innovations
✗ Caution with red-green combinations (Christmas effect + color blindness)
Yellow – Sunshine
Effect: Optimism, attention, creativity
Science: Yellow is the brightest pigment – the eye reacts to it in 0.2 seconds. It activates more strongly than any other color.
Use:
✓ Brainstorming sessions to emphasize positive aspects, warning notices
✓ For: Post-it symbols, highlights, creative workshops
✗ Yellow text on white is illegible
✗ Too much yellow can be overstimulating
Orange – Energy & Motivation
Effect: Spontaneity, enthusiasm, accessibility
Science: Orange combines the energy of red with the brightness of yellow – it is the friendliest warm color.
Use:
✓ Calls to action, ideation processes, motivational slides
✓ For: Innovation, creativity, calls to action
✗ Too much orange can be intrusive
⚡ Combination: Works great with dark blue or gray
Purple – The creativity booster
Effect: Luxury, wisdom, extravagance
Science: Violet was historically the most expensive color – its association with royalty is deeply rooted in culture.
Use:
✓ Premium products, art & education, innovation topics
✓ For: High-end positioning, creative industries
✗ Use sparingly in conservative B2B
✗ May be perceived as too feminine (consider target audience)
Turquoise – Clarity & Innovation
Effect: Freshness, modernity, hygiene
Science: Combines calming blue with energizing yellow.
Use:
✓ Tech presentations, healthcare, start-up pitches
✓ For: Cloud services, modern processes, innovations
✗ Use sparingly as an accent color (<10%)
Pink/Magenta – Liveliness & Drive
Effect: Energy, playfulness, empowerment
Science: Instantly raises energy levels – known from brands such as T-Mobile.
Use:
✓ Creative industries, young target groups, user experience
✓ For: Persona icons, feedback elements, modern brands
✗ Dosage: <10% of surface area, otherwise too dominant
Black – Contrast & Authority
Effect: Power, elegance, formality
Science: Maximum contrast to white (contrast ratio 21:1).
Use:
✓ Main font, clear structures, premium positioning
✗ Black background tires the eye quickly (association with night)
✗ Cultural ambiguity: elegance vs. mourning
White – Space & Purity
Effect: Clarity, cleanliness, professionalism
Science: Active white space reduces cognitive load and improves focus.
Use:
✓ Backgrounds, open spaces for visual “breathing space”
✓ 30% of your slide should be white space
✗ Cultural differences: In Asia, the color of mourning
Gray – Neutrality & Balance
Effect: Professionalism, stability, modernity
Science: The eye reads gray as a background, not as a message.
Use:
✓ Secondary information, grid lines, subtle elements
✓ For: KPI tables, structural elements
✗ Too much gray makes content appear bland
Brown – Down-to-earthness & reliability
Effect: Stability, craftsmanship, earth
Science: Association with natural materials (wood, earth).
Use:
✓ Budget presentations, resource topics, sustainability
✗ Use with historical caution (Nazi uniform color)
⚡ Combination: With cream, dark green, or gray
The right color choice
Color combinations: When one plus one equals three
The right color combination can elevate your presentation from “okay” to “visually impressive.” Here are the proven combinations from color theory—with practical examples.
How industry color recommendations are created:
The assignment of colors to industries is not arbitrary, but follows three principles:
-
Psychological effect: What emotion should the industry convey? Finance needs trust (blue), healthcare needs reassurance (green/turquoise), tech needs innovation (blue+orange).
-
Industry standards & expectations: Conventions have been established over decades. Banks use blue (trust), environmental organizations use green (nature). Deviating from these standards can be confusing—or can be used deliberately to differentiate.
-
Functional requirements: Some industries have specific needs. Healthcare avoids red (blood/danger), finance avoids red (loss), food uses red/orange (appetite-stimulating).
The following recommendations are based on analyses of Fortune 500 brand colors, psychological studies on color perception, and proven design practices.
The classic: complementary colors
How it works: Colors that are opposite each other on the color wheel create maximum contrast and dynamism. They “vibrate” visually and immediately attract attention.
Popular combinations:
- Blue + orange: The favorite combination in business – trust (blue) + energy (orange)
- Red + green: Beware of the Christmas effect! Only works with muted tones (wine red + forest green)
- Purple + yellow: Creative and unusual – for innovative topics
Practical application:
- For: Call-to-action buttons, highlighting important data points, “before/after” comparisons
- Industries: Tech (blue + orange – combines trust with innovation), healthcare (turquoise + coral – calming but accessible), finance (dark blue + gold – trust with a premium feel)
- Example: Main slide in blue, orange “Act now” button immediately stands out
DO’s:
✓ Let one color dominate (70%), use the other sparingly (30%)
✓ Play with saturation – don’t set both colors to 100% intensity
DON’Ts:
✗ Complementary colors directly next to each other as text – flickers and causes fatigue
✗ Red-green for critical information (color blindness)
The harmonious option: Analogous colors
How it works: Colors that are next to each other on the color wheel create natural harmony. The eye perceives them as calming and belonging together.
Popular combinations:
- Blue, turquoise, green: Fresh, modern tech aesthetic
- Red, orange, yellow: Warm, energetic, motivating
- Purple, pink, red: Creative, lively, youthful
Practical application:
- For: Diagrams with multiple data series, timelines, process representations
- Industries: Sustainability (shades of green—direct association with nature), education (shades of blue and purple—association with knowledge without aggressiveness), food (red, orange, yellow—appetizing, warm, inviting)
- Example: Bar chart with 5 categories – instead of chaotic colors, use shades of blue from light to dark
DO’s:
✓ Use different brightness levels for clear differentiation
✓ Perfect for “more of the same category” (different product lines, time periods)
DON’Ts:
✗ Too similar tones – users cannot distinguish between categories
✗ Use more than 5 analogous levels
The professional move: Triadic color schemes
How it works: Three colors evenly distributed across the color wheel (120° apart). Creates liveliness while maintaining balance.
Popular combinations:
- Red, yellow, blue: The primary colors – classic, childlike, but powerful
- Purple, green, orange: Modern, unconventional alternative
- Turquoise, magenta, yellow: Contemporary design, very trendy
Practical application:
- For: Three equivalent categories, persona types, team presentations
- Industries: Creative agencies (differentiation through courage), start-ups (signaling innovation and energy), design studios (showcasing their own expertise)
- Example: Three customer segments (private customers=blue, SMEs=yellow, enterprise=red)
DO’s:
✓ One color as the main color (60%), the others as accents
✓ Reduce saturation – 100% triadic is too intense
DON’Ts:
✗ Use all three colors equally – this creates chaos
✗ In conservative business contexts (too “colorful”)
Bonus tip: The monochrome strategy
A single color in different shades (e.g., light blue, medium blue, dark blue) is the safest choice for:
- Data-intensive presentations
- Conservative target groups
- When you are unsure
Advantage: Can’t go wrong, always looks professional, maximum clarity.
The 60-30-10 rule: How to use colors correctly
- 60% of your presentation should be in the main color.
- 30% should be in the contrasting color(s).
- 10% should be reserved for your accent color.
Psychological tricks: How to manipulate with colors (but only for good, please!)
- Red for urgency
- Blue for trust
- Green for positive developments
- Yellow for warnings (use sparingly)
- Orange for calls to action
Colors and branding: How to remain consistent and recognizable
Stay consistent
Continuity is the key to brand recognition. Use your brand colors consistently in every presentation. This strengthens your visual identity and helps leave a lasting impression.
Play with shades
To avoid monotony and create visual interest, use different shades of your brand color. This allows for variety without straying from the basic color palette.
Pay attention to contrast
Legibility is crucial for effective communication. Make sure your brand colors contrast well and are easy to read, especially for text and important information.
Think about meaning
The colors you choose should reflect your brand identity. Consider whether the color fits with your brand’s values, personality, and message. A well-thought-out color choice can support and reinforce your brand story.
Colors for everyone
Cultural differences: Why colors don’t mean the same thing everywhere
Colors do not have a universal meaning. What signals trust in Germany may be perceived completely differently in other cultures. Cultural understanding of colors is crucial in international presentations.
Important cultural differences by color:
White:
- Western cultures: purity, innocence, weddings
- Asia (China, Japan, Korea): mourning, death, funerals
- Note: White backgrounds are accepted worldwide, but white symbols/frames can be misleading
Red:
- China, Vietnam: Happiness, prosperity, holidays (New Year)
- India: Weddings, fertility, purity
- Middle East: Sometimes associated with danger and aggression
- South Africa: Color of mourning
Green:
- Western cultures: Nature, sustainability, finance (growth)
- Islamic countries: Sacred color of Islam, high spiritual significance
- China: Historically negative (green hat = cuckolded husband), modern neutral
Yellow:
- China: Imperial color, power, luck
- Japan: Courage, beauty
- Western cultures: Optimism, but also caution/warning
- France: Historically jealousy and betrayal
Blue:
- Mostly positive worldwide: Most universal color with few cultural conflicts
- Western cultures: Trust, stability, professionalism
- Middle East: Protection, spirituality
- Note: Light blue is perceived as “cold” in some cultures
Black:
- Western cultures: Elegance, formality, luxury
- Asia: Often associated with death and misfortune
- Africa: Positive connotations in many regions (maturity, masculinity)
Purple:
- Europe/USA: Luxury, royalty, spirituality
- Brazil: Death and mourning
- Thailand: Color of widows
- Japan: Sign of wealth and privilege
Orange:
- Western cultures: Energy, creativity, autumn
- Netherlands: National color (House of Orange)
- Ireland: Protestantism (historically political)
- Buddhism: Sacred color of monks’ robes
Practical recommendations for international presentations:
✓ Safe color palette: Blue + gray + white works almost everywhere
✓ Do your research: If you know your target audience, check for specific cultural meanings
✓ Context is crucial: Business presentations often have a more “neutral” color perception than private events
✓ Test with the local team: If possible, get feedback from people from the target culture
✓ Avoid:
- Red-dominant presentations in Western financial contexts
- White-dominant symbolism in Asian markets
- Too much green for secular topics in Islamic countries
If you are unsure: Stick with blue, gray, and subtle accents. This color combination is the safest across cultures.
Accessibility: How to design for accessibility with colors
Why accessibility is not optional:
Approximately 8% of men and 0.5% of women have color vision deficiency—most commonly red-green color blindness. This means that in a presentation to 100 people, statistically 4-5 people may not be able to distinguish your color coding.
The European Accessibility Act (EAA) has been in force since June 2025. Companies are obliged to make digital content accessible – this includes presentations, especially if they are shared publicly.
WCAG 2.1 standards for presentations:
The Web Content Accessibility Guidelines (WCAG) 2.1 are the international standard developed by the World Wide Web Consortium (W3C). Level AA is considered the legal minimum standard in the EU:
- Normal text on background: Minimum contrast ratio of 4.5:1
- Large text (18pt+ normal or 14pt+ bold): Minimum contrast ratio of 3:1
- UI elements (buttons, icons, chart bars): Minimum contrast ratio of 3:1
What do these numbers mean? A contrast ratio of 4.5:1 means that the lighter color reflects 4.5 times as much light as the darker color. Black on white, for example, has a ratio of 21:1 – maximum contrast.
Accessibility checklist for your presentation:
☐ Check text contrast: At least 4.5:1 for normal text, 3:1 for large text
☐ Never use color alone: Convey information additionally through icons, patterns, or text
☐ Avoid red-green combinations: Difficult to distinguish when placed directly next to each other for 8% of men
☐ Perform grayscale test: Convert presentation to grayscale – is everything still understandable?
☐ Alternative labels: Instead of just “red = error, green = success,” also use ✗ and ✓ symbols
☐ Sufficiently large text: At least 16pt for body text, 24pt+ for headings
☐ Background patterns for diagrams: Not just color differences, but also hatching
☐ Simulator test: Check presentation with color blindness simulator
☐ Consider screen readers: Add alt text for all images and graphics
☐ Link labeling: Mark links not only with color, but also with underlining
Recommended testing tools:
- WebAIM Contrast Checker (webaim.org/resources/contrastchecker)
- Immediately displays contrast ratio
- Shows WCAG AA/AAA compliance
- Free, no registration required
- Rating: ⭐⭐⭐⭐⭐ Essential
- Coblis – Color Blindness Simulator (color-blindness.com/coblis-color-blindness-simulator)
- Uploads screenshot, shows 8 types of color blindness
- Very realistic simulation
- Rating: ⭐⭐⭐⭐⭐ Eye-opening
- PowerPoint Accessibility Checker (built-in)
- File > Info > Check for Issues > Accessibility Checker
- Finds missing alt text, poor contrast
- Rating: ⭐⭐⭐⭐ Good starting point
- Coolors Contrast Checker (coolors.co/contrast-checker)
- Visually appealing, easy to use
- Shows contrast for different text sizes
- Rating: ⭐⭐⭐⭐ Nicely designed
- Stark (browser extension for Chrome/Firefox)
- Simulates color blindness directly in the browser
- Checks contrast on entire web pages
- Rating: ⭐⭐⭐⭐ Practical for quick checks
- Color Oracle (desktop app for Mac/Windows/Linux)
- Displays entire screen in real time with color blindness filter
- Perfect for presentation runs
- Free, open source
- Rating: ⭐⭐⭐⭐⭐ Professional
Practical examples:
❌ Bad:
Chart with red and green side by side, no additional markings. Text: “Red bars indicate losses.”
✅ Good:
Diagram with red (hatched) and green (dotted), additional ▼ symbol for losses and ▲ for gains. Text: “Bars with ▼ indicate losses.”
❌ Bad:
Light gray font (#999999) on white background (#FFFFFF) – contrast: 2.8:1 (WCAG fail)
✅ Good:
Dark gray font (#595959) on white background (#FFFFFF) – Contrast: 7.5:1 (WCAG AAA)
Rule of thumb for quick checks:
If you convert your presentation to grayscale on your laptop/screen and everything remains legible, you have cleared the most important hurdle. In PowerPoint: View > Grayscale.
Additional considerations:
- Projector rooms: Often poorer lighting conditions – increase contrast above the WCAG minimum
- Older target groups: Color perception declines from age 50+ – use extra-large fonts
- International presentations: Screen readers must also work in other languages
Helpful tools for color combinations
- Adobe Color (formerly Kuler): Offers various color harmonies and a community library. Allows colors to be extracted from images (Adobe Color website ).
- Coolors: Generates random color palettes with the option to lock colors (Coolors website ).
- Colormind: AI-powered color palette generator that can extract colors from images (ColorMind website ).
- Paletton: Enables the creation of complex color schemes based on color theory (<a href=”https://paletton.com/” target= “_blank” class=”link-underline-dark link-underline-opacity-0 link-underline-opacity-100-hover”>Paletton website</a> ).
- ColorSpace: Generates various color palettes based on a starting color (ColorSpace website ).
- Canva Color Palette Generator: Extracts colors from uploaded images (Canva website ).
- ColorHunt: Offers new color palettes created by the community every day (ColorHunt website ).
The finishing touches: Test, adjust, perfect
When developing and applying color schemes in presentations or designs, it is important to experiment with different color combinations. Be creative and open to unexpected but potentially effective solutions.
Seeking feedback from colleagues or friends can provide valuable external perspectives and reveal blind spots in your design.
Don’t forget to test your design in a real-world setting, not just on your laptop. The effect of colors can vary depending on lighting and presentation media, so it’s important to check under actual presentation conditions.
Finally, have fun with the creative process! Enjoy experimenting and designing.
Frequently asked questions (FAQ)
What is the 60-30-10 rule for colors?
The 60-30-10 rule is a proven rule of thumb for harmonious color distribution in presentations. 60% of your presentation should be designed in the main color (usually neutral: white, gray), 30% in a secondary color (often your brand color), and 10% in an accent color for important highlights. This distribution creates visual hierarchy without overwhelming the viewer. The contrasting color is used sparingly for emphasis, for example in headings or as a frame for important memorable phrases.
What is the maximum number of colors you should use in a presentation?
A maximum of three colors per slide is optimal. More than three different colors overload the visual perception and distract from the content – the presentation loses clarity and focus. White, gray, and black do not count as “colors” and can be used in addition. This 3-color rule is considered the gold standard in presentation design because it provides enough variation for hierarchy without overloading.
Which color combination is best suited for business presentations?
For business presentations with facts and figures, blue + gray is the safest and most professional choice. Blue has a cooling effect and immediately conveys trustworthiness. Use dark blue for headings, medium gray for chart bars, and even darker blue for the most important figures. Axes and units should remain gray. Avoid red and blue combinations directly next to each other, as they disturb the calm effect.
What do I need to consider when it comes to colors and accessibility?
The WCAG 2.1 guidelines apply to accessible presentations: Text must have a contrast ratio of at least 4.5:1 to the background. Large text (18pt+ or 14pt bold+) requires at least 3:1. Important: Never rely solely on colors to convey information. A warning should not only be red, but also contain an exclamation mark or warning symbol. Avoid red-green combinations next to each other – 8% of men have red-green color blindness.
Which colors should be avoided in presentations?
Avoid:
- Red as a background color – makes viewers aggressive
- Black as a background – causes rapid fatigue (association with nighttime)
- Yellow text on white – practically illegible
- Too many warm colors – overstimulating
- Pure neon colors – appear intrusive and quickly tire the eye
- Red in financial presentations – signals loss
Red is not suitable as a background color, as viewers will literally “see red” and easily become aggressive. Black as a background also dampens the mood and quickly tires the eyes.
How can I test whether my color choice is accessible?
Use these free tools:
- WebAIM Contrast Checker (webaim.org/resources/contrastchecker) – Instantly shows you the contrast ratio
- Colorblind Simulator – Shows what your presentation looks like to colorblind people
- PowerPoint Accessibility Check – Built into “File > Info > Check for Issues”
Rule of thumb: If you print your presentation in grayscale and everything remains legible, it is probably accessible.
What cultural differences in colors do I need to be aware of?
The meanings of colors vary considerably between cultures:
- White: In Western cultures, purity/weddings; in Asia, mourning/death
- Red: In China, happiness and prosperity; in the Middle East, often associated with danger
- Green: In the West, nature; in Islamic countries, a sacred color
- Black: Europe: elegance; Asia, in some cases: misfortune
For international presentations: Use neutral color palettes (blue, gray) or research the specific cultural meanings for your target audience.
Conclusion: Colors are your new superpowers!
Wow, what a colorful journey, right? You are now officially a color psychologist for presentations! But remember: as with all superpowers, the trick is to use them wisely. Colors can catapult your presentation from “okay” to “amazing,” but they are no substitute for good content. So combine your new color knowledge with crisp information, and you’ll be unbeatable!
And hey, if you liked this article, check out our other exciting posts. From the right use of fonts to body language tips, we have a lot more in store to make you a presentation rock star. So stay tuned and add some color to your presentations!
About this guide:
This scientifically based guide is based on:
- 132 studies on color psychology (1896-2024)
- WCAG 2.1 Accessibility Standards (W3C)
- Findings by Prof. Dr. Axel Buether (University of Wuppertal)