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KnowMore Scandinavian Design PrinciplesA guide by COO, Lasse Petersen

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Table of content

Colours

Placement

Examples

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Colors of hue is the basic building blocks of a presentation

What is color of hue?• Yellow, blue, green & red (maximum

contrast)

Chromaticity• High chromaticity means that the color is

close to its pure hue.

• There are little white / black or grey in the color.

Saturation• Colors change appearance under different

lighting.

Value• Describs how light or dark a color is in

comparison to white.

• E.g yellow has a higher value than blue because it is closer to white.

Tint and shade• Adding white to a pure hue color will tint is

(make it lighter)

• Adding black to a pure hue will make is darker (adding more shade)

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Understand how color contrast of tint and shade can be used to improve your presentation

High contrast Low contrast

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Using large amount of high contrast colors can work out but be careful

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Using tinted colors are the standard scandinavian business PowerPoint presentation style

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Using shaded colors are the standard business PowerPoint presentation style

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What

When

Pitfalls

Understand colors can improve your presentation

Complementary colors Analogous colors

• You want to apply maximum contrast to elemenets

• You want to highlight a particular element

• Any two colors opposite of each other on the color wheel

• Any three colors next to each other on the color wheel: One color dominates, one color supports and one color is accent

• You want to matches colors well together

• You want to create a comfortable design that is pleasent for the eye

• Hard to use in large volumns

• In generel really bad to apply on text elements

• To little contrast can ruin the design

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Using low contrast analogous colors can be very effective

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Understand why combinations of color and text is bad for your presentation

Something

Something

Something

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Something

1. Text must have a high contrast with the background

2. To little contrast can make it difficult to read

3. Text should always be either black or white.

4. Borders on text boxes take a lot of the attention

Something

Something

Something

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Bad Good

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Horrible choices of the combination of text and colors

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Understanding how to use whitespace is powerfull and will increase your design skills (1/3)

What is whitespace?• All empty areas on a slide

Most common whitespace areas to look for?1. Seperating header and

content

2. Between groups of elements

3. Between closely related objects

4. Around an elements

5. Within an element

Why use whitespace?6. Easy communication

7. Avoid clutter & complexity

8. Seperating objects in the audiance’s mind

How to create whitespace?9. Seperate all elements

10.Remove background picture

11.Remove unnessesary clipart

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Slide example

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Product information from H&M.dk Share of short shirts with print, % Avg. price across collections, DKK

▪How many new products are your competitor launching this year?▪What are the characteristics of the new products vs the old products?▪How many colours do your competitor offer products in?▪How large discounts do your competitor give and in which price range?

Other potential questions to address

Understanding how to use whitespace is powerfull and will increase your design skills (3/3)

100%

64%

36%

14%

+34%

Print

New collection

No

Print

86%

Old collection

100%

142

Discounted

priceD

iscount

166

Old collection 

+17%

+36%

New collection

1

2

3

4

56

7

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Let’s grow together