Clarity First

Every advertisement should have one clear primary message. Avoid cluttering the layout with competing focal points.

Visual Hierarchy

Guide the viewer's eye through the ad in a deliberate sequence: logo/brand → headline → visual/product → call-to-action.

Brand Consistency

Use the Smarketing color palette, typography, and logo guidelines consistently across all ad formats.

Spacing & Alignment

• Use the 8px spacing system for all margins and padding
• Minimum 24px margin from ad edges on all sides
• Maintain 16-24px spacing between major elements (logo, headline, visual, CTA)
• Align elements to a grid for visual consistency
• Center-align text for minimal layouts; left-align for copy-heavy ads

Balance & White Space

• Don't fill every pixel—white space improves readability and focus
• Aim for 30-40% white space in minimal layouts, 20-30% in product-focused layouts
• Balance text-heavy and image-heavy sections
• Keep CTA buttons isolated with surrounding white space for emphasis

Adapting Across Formats

• Banner Ads (Vertical): Stack elements vertically, prioritize logo → message → CTA
• Square Social Ads: Center-align for symmetry, use gradients for depth
• Wide LinkedIn Ads: Use horizontal split layouts with text left, visual right
• Mobile Adaptations: Increase font sizes by 10-15%, expand touch target areas for CTAs (minimum 44px height)

Color & Background

• Use evergreen-to-grey gradient (#003d2e to #586268) for premium, professional tone
• Use grey gradients for neutral, versatile backgrounds
• Avoid warm tone (#ecc8c5) as primary background—reserve for accents and CTAs
• Ensure text contrast meets WCAG AA standards (4.5:1 minimum)