---
name: presentation-design
description: Designs slide decks, one-pagers, and marketing graphics that carry an argument rather than decorate one. Use this to build or fix a pitch deck, board deck, or conference talk; to design a banner, social graphic, or one-pager; or when a deck is dense, unfocused, or being read aloud from the slides.
---

# Presentation design

## Decks

**The deck is not the talk.** Slides that contain the argument make the speaker redundant and the
reader confused. Decide which artifact you are making — a spoken-support deck or a read-alone
document — because they have opposite rules and the hybrid fails at both.

**One idea per slide.** If a slide needs a sub-argument, it is two slides. The cost of an extra
slide is zero; the cost of a crowded one is that nothing on it lands.

**Structure carries more than styling:**

1. Open with the change in the world that makes this matter now.
2. State the problem in the audience's terms, not yours.
3. The argument, in the smallest number of steps that hold.
4. The evidence — one chart per claim, not a dashboard.
5. The ask, stated explicitly. A deck that ends without an ask was a briefing.

**On slides:** headline states the takeaway, not the topic — "Churn concentrates in month two,"
not "Churn analysis." If the reader only reads headlines, they should get the argument.

**Charts:** one message each, labeled directly rather than through a legend, with the axis honest.
Strip everything that is not carrying information.

## Board decks and conference talks follow different rules

The structure above is shaped for persuasion to a room you are in. Two of the artifacts this skill
is asked for are not that.

**A board deck is read before the meeting, not presented at it.** It goes out days ahead and is
expected to be read, so it has to stand alone — which makes it the read-alone document, not the
spoken-support deck.

- **Separate what is for decision from what is for information**, and say which is which on the
  page. A board meeting spent walking through updates is a board meeting with no decisions in it.
- **Keep the format identical period over period.** The value of a board pack is comparison across
  time, and a redesign destroys it. Same sections, same order, same metrics with the same
  definitions.
- **Lead with what is not working.** A pack that buries the problem on page nineteen costs
  credibility permanently once someone finds it, and they do.
- **Bring the open question, not only the resolved one.** A board shown finished thinking cannot
  help and eventually stops trying.

For how the meeting itself should be run and what belongs at which cadence, see
`operations:operating-cadence`; for what has to be formally recorded, `legal-risk:corporate-governance`.

**A conference talk is a performance with visual support**, and it fails in the opposite direction
from a board pack.

- **Fewer words than feels safe.** Slides are read faster than you speak, so text competes with you
  and wins. Images, one phrase, a single number.
- **Design for the back of a large room** and for the bottom third being invisible behind heads.
- **The talk has to survive the projector** — assume poor contrast and bad color reproduction, and
  never rely on a subtle tonal difference to carry meaning.
- **Nothing on a slide should require the handout to be understood.** If the deck will be shared
  afterward, that is a second artifact, not the same one.

## One-pagers and graphics

A single surface has one job: get one idea across at a glance, and reward a closer read.

- Establish a focal point immediately — largest element, most contrast, positioned where the eye
  lands first.
- Hierarchy in three levels at most. More reads as noise.
- Everything aligns to a grid, including the things that look like exceptions.
- Design for where it will be seen. A social graphic is viewed at thumbnail size on a phone; if the
  headline is unreadable there, the design has failed regardless of how it looks at full size.

## Never

- Read the slide aloud.
- Use a chart type because it is interesting rather than because it fits the comparison.
- Let a template's layout decide your argument's structure.