E M A I L S TA N D A R D S G U I D E B O O K
08/19/11
Introduction Unlike most other communications, emails are solicited by the customer directly. As a result, it’s important to provide them with a balanced mix of brand and retail, highlighting Party City’s brand attributes of Assortment, Value, Celebration and Expertise. The main feature should always illustrate the “ultimate” expression of the party being advertised along with a compelling offer. This helps to emphasize our Expertise and provokes the sense of Celebration that we represent. Also, the color palette should relate directly with the holiday/theme to help package the look-and-feel. As the user scrolls down, the main feature is supported by secondary messaging, which shows customers Party City’s breadth and depth of selection to customize their own holiday/themed party. Finally, two modules anchor and close the email by focusing on relevant messaging.
Table of Contents Design Standards
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Header and Footer
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Call to Action
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Modules
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Design Principles
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Typefaces
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Typography
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Photography Principles
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Photography
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Template Principles
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Wireframes
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Template 1
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Template 2
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Template 3
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Template 4
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Template 5
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Guide Application
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Example 1
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Example 2
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DESIGN STANDARDS
Header/Footer
Design Standards Header – 730 x 124 px
The header and footer area acts as a ‘value-add’ container for the main promotion. Always appearing on
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white with muted, simple colors, interference with the
1 64px
Header
A
20px
213px
3
main promotion is minimal.
345px
6px
1. Logo
B 165px
201px
101px
118px
145px
Always positioned in the upper-left corner, the Party City logo and tagline is the first item seen. During Halloween, the tagline changes to match all other campaign creative: Nobody Has More Halloween For Less.
2. Icons
The icons are standard callouts made unique to Party City, and encourages interaction.
A. Futura Bold
Footer – 730 x 254 px
9pt #616161 (at 90%)
3. Navigation 4 C
5 F
D E
The navigation bar connects consumers to Party City products with the exception of the Party Ideas button, which promotes experise and encourages interaction. The blank button area at the end of the navigation bar is intended for a special offer or feature. Providing additional brand equity and fun, colors in the colorbar match the Party City logo.
B. Futura Bold 12pt #343434
Footer 4. Shop PartyCity.com 6 G
Providing added assortment value, this area should be updated regularly.
C. Futura Book/Bold 18.25pt #000000
D. Verdana Bold 9.85pt #000000
E. Verdana Regular 9.85pt #000000 (underlined)
5. Legal/Disclaimer
By using muted color, the block of copy does not interfer with the main promotion.
F.
Verdana Regular 10pt #ababab
6. Unsubscribe/Contact G. Verdana Regular
10pt #ababab/0000ff
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Design Standards
Silhouetted Examples
Call to Action (CTA)
CTAs (or buttons), at the core, encourage interaction. Impossible and impractical to show an entire category’s selection in an email, CTAs connect consumers to Party CIty’s entire breadth and depth of product via the website. Furthermore, CTAs link to surplus information, such as printable coupons, microsites, selection, etc, that would clutter the primary messaging or overwhelm the design/consumer. Design Considerations Typography
To maintain brand communication consistency, CTA messaging should always be designed in ALL CAPS, Futura Bold, white and end with an arrow. To create the arrow use Wingdings 3 and type a lowercase ‘U.’ Always begin with an action verb, like ‘Shop’ or ‘View’ to encourage interaction. For further typographic stylings and considerations, refer to page 8 and 9.
Color
Color of the CTAs should be uniform and correspond to the color scheme of the entire email, yet stand out to call the consumers’ engagement. Select a minor, unused color from the main imagery, avoiding light colors.
Style
Copy should be completely centered within the CTA shape, so adjust messaging and shape accordingly. Refer to page 9 for overall layout considerations.
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Modules
Design Standards 355px
Modules are designated at the bottom of the email to satisfy relevant but unrelated content via simple, direct messaging. The modules are intended to push relevant content, such as Go Red or social initiatives or 130px
a free shipping offer. Although the modules are sharing the same space, and thus same level of heirarchial importance, they should push distinct, unrelated content. Design Considerations
8px
Break the Plane
Alternative Samples
So the modules are engaging and dynamic, at least one element should distinctly break the bounding box of the module. To elaborate, in the Jenny modules, all elements are breaking the plane, but Jenny is completely unbound by the module’s boundaries.
Color
Module colors should correspond to the color scheme of the entire email, yet stand out as the separate elements they are. Select a minor, unused color from the main imagery. If the module is referring to pre-existing, external creative, the module should exemplify the look and tone of that creative, such as with the Brew Your Costume module to the left.
Symmetry and Balance
Two-Day Deal Module
Since the modules are unrelated content in regards to the entirety of the email and each other, balance and symmetry amongst the modules elements is imperative. One module should not have more importance than the other – they are intended to be equally important and share that space as such.
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DESIGN PRINCIPLES
Design Principles
Typefaces
Primary Typeface: Futura
Consistent and continued use of Futura will create a
Futura Book
Futura Book Oblique
Futura Bold
Futura Bold Oblique
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST 01234567890!?$¢%#@&,”
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST 01234567890!?$¢%#@&,”
abcdefghijklmnopqrstuvw abcdefghijklmnopqrstuvw ABCDEFGHIJKLMNOPQRST ABCDEFGHIJKLMNOPQRST 01234567890!?$¢%#@&,” 01234567890!?$¢%#@&,”
powerful, unified feel throughout all our communications materials. The Party City brand standards feature the Futura type family, a classic and distinctive font which is available in a variety of weights and styles. As an accepted online typeface, the Verdana type family is recommended for ‘clickable’ type, i.e. the Shop PartyCity.com links
Secondary Typeface: Verdana
Specialty Typefaces:
Verdana Regular
Verdana Italic
Verdana Bold
Verdana Bold Italic
abcdefghijklmnopqrstuvwxy ABCDEFGHIJKLMNOPQRST 01234567890!?$¢%#@&,”
abcdefghijklmnopqrstuvwxy ABCDEFGHIJKLMNOPQRST 01234567890!?$¢%#@&,”
abcdefghijklmnopqrstuv abcdefghijklmnopqrstuvw ABCDEFGHIJKLMNOPQRS ABCDEFGHIJKLMNOPQRST 01234567890!?$¢%#@&,” 01234567890!?$¢%#@&,”
Honey Script
Selected as the typeface for Jenny, Honey Script should be used for special, Jenny-related call-outs.
Sugar Pie
This typeface is reserved for Two-Day Deal emails.
Wingdings 3
Reserved for the arrow in CTAs. Refer to page 5.
Specialty Typefaces: Honey Script Light
Honey Script SemiBold
ABCDEFGHIJKL MNOP Q 01234567890!?$¢#@&,”
ABCDEFGHIJKL MNOP Q 01234567890!?$¢#@&,”
abcdef ghijklmnopqrstuvwxyz
abcdef ghijklmnopqrstuvwxyz
Sugar Pie
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST 01234567890!?$¢%#@&,” Wingdings 3
abcdefghijklmnopqrstuvwxyz AB CDEFGHIJKLMNOPQRST 01 23 4 567 8 9 0!?$¢%#@&,
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Typography
Design Principles
Main Messaging
To the left are examples of how type should be treated. Listed below in relative, heirarchial importance, are
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THOUSANDS
OF WAYS TO SAY
2
HAPPY 1
OF WAYS TO SAY
BIRTHDAY
50
4
HUNDREDS OF THEMES!
% OFF
THOUSANDS
4
HAPPY BIRTHDAY
HUNDREDS OF THEMES TO CHOOSE FROM!
specific typography explanations.
50
% OFF
1
MSRP
PATTERNED TABLEWARE
1. Offer
MSRP
Use size for emphasis, rather than in-your-face color or graphic treatments.
2. Headline
5 Store participation and selection may vary by store.
Headlines should always be designed in ALL CAPS. Use alternating weights of Futura (Book vs. Bold) to illustrate emphasis and accent. Headlines should be written with consideration to stacking neatly and maximum retail emphasis. Although punctuation should be avoided, acceptable punctuation includes an exclamation point or em dash.
3. Secondary Offer (when applicable)
PATTERNED TABLEWARE
5
Type Treatments
Store participation and selection may vary by store.
The secondary offer relates/supports the main offer/ message – meaning it should not compete with the main offer. The secondary offer should not exceed more than 60% the size of the main offer. Print (A) and broadcast (B) communications are a reference for this type treatment.
4. Subhead (when applicable)
Secondary Offer Treatment 1 54” X 108” SOLID COLOR A
TABLECOVERS
1 54” X 108” SOLID COLOR A
TABLECOVERS
60% 80 OFF
Reg. $1.99 each. All solid colors qualify. Selection may vary by store.
Reg. $1.99 each. All solid colors qualify. Selection may vary by store.
1 SOLID COLOR RED HEART A
1 B
BALLOONS starting at
1 B
$ 99 KIDS COSTUMES 9 from
ADULT $
1499
Treatments for subheads are more flexible than headlines. Subheads can be all caps or sentence-case, stacked or not, book or bold. Note the subhead falls nearly last in heirarchial importance: it should not compete with the offer or headline.
5. Disclaimer Additional information should be inserted before the standard disclaimer Store participation and selection may vary by store appears in every email. Disclaimers are always Futura Book, sentence case, and use punctuation.
from
COSTUMES
Typographic Considerations Letter Spacing
Correct unusual spacing such as the letters “I” and “W,” the number “1,” and the symbol “$.”
Font Combinations
To achieve emphasis and optical variety, use Futura Book and Futura Bold.
Size and Composition
Note that the headline is designed to fill area that is as wide or tall as the 50% off MSRP offer.
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PHOTOGRAPHY PRINCIPLES
Photography Principles
Silhouetted Examples
Photography
The product is royalty, and must always be the focus of our photography, whether the image is an isolated product or a grouped set. Second, showing the products in a party setting helps provide context for the products, in environments that people can relate with. Finally, showing the faces and expressions of people interacting with our products in a party setting help connect emotionally with customers and provokes the aspiration to celebrate.
Stylized Examples
Types of Photography 1. Silhouetted
Individual SKUs should be arranged in a setting in the email. Typically grouped with similar category items, these images are better suited as supportive imagery for the main promotion. Two-Day Deal emails are the exception in that silhouetted product(s) must be the sole imagery in order to not distract from the price and value messaging.
2. Stylized Setting
Arranged Examples
Recommended photography because it communicates celebration and selection. To elaborate, this photography illustrates to the consumer that throwing a beautiful, budget-friendly party is possible.
3. Arranged Selection
Typical photography with all ten ‘must-haves’ arranged on a tabletop and shot straight on.
4. People
Photography with people is typically used to communicate wearables and overall celebration/party. The Rooms and Halloween footage are excellent resources.
Photography Considerations
People Examples
Cropping
Determine the focus of the image as well as the elements of the image that can be sacrificed for messaging.
Dynamic Shadows
When arranging silhouetted products, they should appear to have been shot at the same time by the same photographer. Avoid simplying applying the standard drop shadow to all elements, and consider surface shadows.
Reflections
Reflections aid in creating the illusion of a setting for silhouetted products to exist. 11
TEMPLATE PRINCIPLES
Wireframes
Template Principles 1
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3
4
The objective of every email is to build brand
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preference and drive immediate response. A 2-step Process for Email Strategy 1
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1
1. Determine Primary Message
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2
2
2
2
2
2
3
Although all emails include price and value messaging, a typical email’s primary message is selection with messaging communicating price and value. For example, an Easter email’s primary messaging would communicate selection (tableware, Easter baskets, candy, plastic eggs, etc.), and communicate price and value (such as ‘50% off MSRP’ or ‘starting at 99¢’).
2. Assess Content
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– Number of categories To maintain a consumers’ attention and prevent too much scrolling, avoid more than four categories. – Number of SKUs
Templates 1. Primary message 2. Primary message + secondary message 3. Primary message + two/three secondary messages 4. Primary message + four secondary messages 5. Primary message + a secondary, tertiary and quaternary message Strategy Considerations Focused Messaging
When determining an email’s strategy, focused content is imperative. Reserve unrelated content for modules or for an entirely other email, otherwise the purpose of the email becomes diluted to the consumer – thus losing the consumer’s interest.
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Template 1
Template Principles
Most effective. One primary message – clear, direct. Messaging Priorities Select one of the following as a primary message:
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– Communicate price and value – Communicate selection – Communicate latest and greatest – Specialty Reserved for rare instances, such as Halloween Social Engagement, Morphsuit Flash Mob Registration, or Blizzard emails.
Design Priorities Main image: the objective is to focus and simplify imagery so it reinforces the primary message and encourages the consumer to click. Refer to page 11. Offer: refer to page 9. CTA: refer to page 5. Use of Modules Refer to page 6.
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Template 2
Template Principles
The purpose of Template 2 is to elaborate on the primary message. Typically the secondary message communicates selection, such as more themes or other categories of product. Messaging Priorities 1. Refer to Template 1 2. Supporting primary message May include a headline and/or an offer and a CTA.
1
2
Design Priorities 1. Refer to Template 1 2. Treatment should be secondary and not compete, rather aid or support the primary message. Imagery: depends on assets – photography or silhouetted product. Refer to page 11. Offer: refer to page 9. CTA: refer to page 5. Use of Modules Refer to page 6.
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Template 3
Template Principles
Template 3 is similar to Template 2 in that it’s intended to elaborate on the primary message, but the secondary messaging has a split focus. Template 3 is ideal when silhouetted products are unavailable or undesirable and cannot be combined into a uniform secondary message. Messaging Priorities 1. Refer to Template 1 2. Secondary messaging with a split focus
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2
2
As with Template 2, the secondary messaging may include a headline and/or an offer and a CTA.
Design Priorities 1. Refer to Template 1 2. Refer to Template 2. With the split focus, the design of the two areas should mimic each other. Keep balance and symmetry in mind. Imagery: again, treatment depends on assets – photography or silhouetted product. Reference page 11. Offer: refer to page 9. CTA: refer to page 5. Use of Modules Refer to page 6.
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Template 4
Template Principles
Template 4 is a further deviation from Template 2, where the focus of the secondary messaging is split four ways. This is ideal for showcasing additional categories that support the primary message. Messaging Priorities 1. Refer to Template 1 2. Secondary messaging with a divided focus
1
May include a headline and/or an offer and a CTA for the area or for each focused area. Keeping in mind that thiis area must support the primary message, it could accommodate a tertiary message; however, too much copy – headlines and offers – or messaging is strongly discouraged.
Design Priorities 1. Refer to Template 1 2. Refer to Template 3. Imagery: refer to Template 3 and page 11. Offer: refer to page 9. CTA: refer to page 5.
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2
2
Use of Modules Refer to page 6.
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Template 5
Template Principles
When multiple messages need to be communicated, Template 5 is applicable. Subsequent messaging should support the primary message, but have it’s own focus. Additionally, subsequent messaging may include a headline and/or an offer and a CTA for the area or for each focused area. However, to avoid competing with the primary message, too much or too large of subsequent messaging – headlines, offers, disclaimers – is strongly discouraged.
1
Messaging Priorities 1. Refer to Template 1 2. Secondary messaging
Reference Template 2.
3. Tertiary messaging
Refer to point 2.
4. Quaternary messaging
2
3
Refer to point 2.
Design Priorities 1. Refer to Template 1 2. Refer to Template 2 3. Refer to point 2. 4. Refer to point 2. Use of Modules Refer to page 6.
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GUIDE APPLICATION
Example 1
Guide Application After
Before
The objective with every email is to show a consumer that throwing the ultimate celebration can be done on a budget, whether you’re a mother or a teacher. Typically, Valentine’s Day communications speak to classroom celebrations, so every bit of content reinforces this concept. After considering all the content and assigning
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its heirarchial importance, Template 2 emerges as the best solution for telling the ultimate Valentine’s Day classroom celebration. Breakdown 1. Primary Messaging
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Utilizing Rooms footage, the primary image illustrates the ultimate Valentine’s Day celebration. The primary messaging reinforces this concept with a fun and inviting headline, large offer, and closes with a direct CTA. Reference pages 9, 11 and 14.
2. Secondary Messaging
The secondary messaging supports the primary message of throwing the ultimate Valentine’s Day classroom celebration by displaying a large, specific headline, a range of related product categories and specific CTAs. Reference pages 9, 11 and 15.
3. Modules
February is Go Red for Women month, of which Party City is a sponsor, so this content is relevant but not related to throwing a Valentine’s Day celebration. Reference page 6.
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Example 2
Guide Application After
Before
Party City believes in celebrating everything, and its breadth and depth of product speaks to that philosophy. Summertime is clearly a reason to celebrate, and can be celebrated in numerous ways. Due to the multiple messages, Template 5 is the only solution for telling all the different ways to celebrate summer.
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Breakdown 1. Primary Messaging
Located at the very top, the primary message clearly communicates multiple parties at a great price – paying particular attention to the CTA’s location remaining above the fold. The main imagery shows an ultimate BBQ party and teases to other parties with the same offer. Reference pages 9, 11 and 14.
2. Secondary Messaging
By displaying further selection of tableware themes for summer, this area clearly relates to the primary message. However, the same offer does not apply and, thus, requires secondary treatment. The headline and CTA is stylized to emphasize selection. Reference pages 9, 11, 15 and 18.
3. Tertiary Messaging 2
Again, clearly supporting the primary message in that a broad range of summer party product categories are shown, this area is separated due to the offer that unites the specific product. Reference pages 9, 11 and 18.
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