Image usage
Images must help to communicate the concept of the promotion and have enough neutral space for the title and call to action to reside in and be readable. In most cases the image should be dark enough to allow white type to be readable over top of it.
Keep images simple and direct. Multiple images or montages create visual clutter and make the call to action less apparent. Promotional banners should be designed after billboards, the concept should be clear to a user who glances at it quickly. A good banner will contain a simple image that allows type to be placed over it in a way that is easy to read. Darker images should be used with white type when possible. Use the arrow graphic to designate an external link (new window) at the end of the call to action.
Standards for Promo Banners
Fonts:
- Headlines: Helvetica Neue Medium Condensed 14 pt (ALL CAPS)
- Calls to action: Helvetica Medium 11pt
- All font specifications and grid measurements can be found in the sample below (click to enlarge):
Sizes:
- Banner 01 - large: 363 x 123 pixels
- Banner 02 - small: 178 x 105
Notes:
- Keep images simple and direct / emphasis is on the type
- Try to position type 15 pixels from the top or bottom of the banner edge so it will align to the page grid
- Dark images should be used with white type when possible
- Use the arrow graphic to designate a link to an external site at the end of the call to action
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