The CIA Wants You To Read this Blog
This blog started as a conversation about new and updated looks and updated logos. And yes, many are updating their brand look coming out of COVID-19. It is a different world if you have not noticed.
Something struck me about the CIA’s new website: It has a black background.
So do some webpages for the company that made white background marketing cool, Apple.
As we all know, white space is a principle. It is the feel or space around objects that allows the objects to visually breathe; it’s not literally “white” space. Some call it negative space.
But we are stuck in a white world of Word pages, whiteboards, PowerPoint slides and websites.
Author and speaker David JP Phillips talks about “Death by PowerPoint.” He says it is driven by the wrong orientation of thinking — that the PPT is the presentation. He says that we are the presentation and the PPT is just a visual aid.
In his TEDx Stockholm Salon video (nearly 3 million views), he highlights several design principles that will cognitively and psychologically optimize PPT slides. One of his smart suggestions is to turn the background into the color black.Your black-background presentation will:
- Relax the eyes
- Appear more stylistic
- Make your graphics pop
He has two more recommendations that are pure golden: 1. Make the most important information on your slide the largest because we don’t know where to look and headlines are not the most important information; and 2. Only put one message per slide.
It’s time to come on over to the dark side. (Yes, my blog has a white background, but I’m thinking …) Zoom knows about black backgrounds. Even your phone and computer have dark mode or theme settings to save battery life, of course, but the new look also improves visibility and reduces eye strain.
Mark Mathis III is chief creative & strategy officer, partner and cofounder of AMPERAGE Marketing & Fundraising.