Using terms consistently within a document is of tremendous benefit and value to your audience (and ultimately to you). Always referring to, for example, rocks as rocks instead of alternating between rocks, stones, large pebbles, or cobbles keeps your audience focused on what you are saying instead of trying to interpret the new term and determine if it means something other than “rocks.” A consistent use of terms promotes a solid understanding of the material you are presenting. This is the basic principle that we’ll be applying to the practice of first referencing.

First referencing

All industries have their standard acronyms, and it is appropriate to use acronyms when presenting. But is not appropriate to assume that everyone in the audience understands what the acronyms mean. The first time an acronym appears on screen, the term should be spelled out followed by the acronym in parentheses. Example: First Referencers of America (FRoA). From that point on, always and only refer to First Referencers of America as FRoA. Resist the urge to “change things up” or “add a little variety.” Be consistent so that your audience will follow your meaning easily and accurately. This seems like a very small thing, but helping your audience keep up with you benefits you both.

The first referencing extends beyond acronyms as well.  For example, when citing a company within a presentation, use the company’s full name and first reference a shorter version of the company name:  PowerFrameworks, Inc., (PowerFrameworks).  From that point on, use “PowerFrameworks” only.

Gradients need to be controlled if they are the background for text.

The gradient in the example on the left is good: the gradient is dark red to darker red and, therefore, the light text is clear and readable. The examples in the middle and on the right are not great. The gradient colors are both dark and light, so whether you put light text or dark text over them, part of the text loses clarity. The light text in the middle example loses clarity over the light color of the gradient. The dark text in the right-hand example loses clarity over the dark color of the gradient.

To create a good gradient to use with text …

1. Create the background shape that will be used behind your text
2. Apply a color to the background shape from your template’s palette or a complementary/contrasting color
   
3. Place your text over the newly created/colored shape and adjust the font color so that it “pops” (i.e., is clearly readable): light text over dark backgrounds, dark text over light backgrounds
4. Add the gradient. The color you chose in step 2 will be the first color of the gradient. Make the second color of the gradient darker if you’re using light text or lighter if you are using dark text.
   

Never lose clarity for the sake of design. Be careful how you format gradients when text is involved.