I begin each project by inspecting the master slides to see if they have the client's brand standards built into the default settings: The preferred font should be there, along with a custom color palette, so that all fresh content will conform to the brand standards by default, and any existing material can be formatted quickly. If this has not already been done, I can do it in a matter of minutes, down to the level of controlling letting, line spacing, and even assigning all caps to certain text boxes when that is called for (this both locks-in the guidelines and saves users time and effort).

Next comes a checklist of tasks aimed at applying a consistent format to the whole deck and (and eliminating unused images in the masters). I then turn to the client's specific change requests, reviewing them all to identify any conflict or redundancy, and then organizing them to ensure good use of time.

As I proceed, I strive for maintaining a balance between text and graphics. Text-heavy slides should contain some imagery to keep visually oriented people engaged, and I don’t like to populate a slide with numerous graphics without including some text to clue readers into what we are trying to convey.

You must remember that any audience, no matter how homogeneous they appear (same profession, same demographics) likely consists of two different types of people: Those drawn to imagery first, and text second; and those who read everything and then study the graphics. Even if they number only two, we must assume the audience is divided in this way and compose the presentation accordingly.