Party City Email Style Guide

08/19/11

E M A I L S TA N DA RDS G U I D EBO O K

Introduction Table of Contents

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.

Design Standards 3 Header and Footer 4 Call to Action 5 Modules 6Design Principles 7 Typefaces 8 Typography 9Photography Principles 10 Photography 11Template Principles 12 Wireframes 13 Template 1 14 Template 2 15 Template 3 16 Template 4 17 Template 5 18Guide Application 19 Example 1 20 Example 2 21

DESIGN STANDARDS

The header and footer area acts as a ‘value-add’

container for the main promotion. Always appearing on

white with muted, simple colors, interference with the

main promotion is minimal.

Header1. Logo 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 Bold9pt #616161 (at 90%)

3. Navigation 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 Bold12pt #343434

Footer4. ShopPartyCity.com Providing added assortment value, this area should be

updated regularly.

5. Legal/Disclaimer By using muted color, the block of copy does not interfer

with the main promotion.

F. Verdana Regular10pt #ababab

6. Unsubscribe/Contact

G.Verdana Regular10pt #ababab/0000ff

Design Standards Header/Footer

Header – 730 x 124 px

Footer – 730 x 254 px

4

1

A

B

C F

G

D

E

4 5

3

2

6

145px118px101px201px165px

345px

64px

20px

6px213px

C. Futura Book/Bold18.25pt #000000

D. Verdana Bold9.85pt #000000

E. Verdana Regular9.85pt #000000 (underlined)

Design Standards Call to Action (CTA)

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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 ConsiderationsTypography 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.

Silhouetted Examples

Alternative Samples

Two-Day Deal Module

Design Standards Modules

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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

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 ConsiderationsBreakthePlane 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.

SymmetryandBalance 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.

130px

355px

8px

DESIGN PRINCIPLES

Design Principles Typefaces

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Futura Book

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRST01234567890!?$¢%#@&,”

Futura Book Oblique

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRST01234567890!?$¢%#@&,”

Futura Bold

abcdefghijklmnopqrstuvwABCDEFGHIJKLMNOPQRST01234567890!?$¢%#@&,”

Futura Bold Oblique


Honey Script Light

a bc d e f gh i jk lmn opqr st u vwx yzABCDEFGHIJKLMNOPQ01234567890!?$¢#@&,”

Honey Script SemiBold

a bc d e f gh i jk lm n o pqr st u vw x y zABCDEFGHIJKLMNOPQ01234567890!?$¢#@&,”

Sugar Pie

abcdefghijklmnopqrstuvwxyzABC DEFGHIJKLMNOPQRST01234567890!?$¢%#@&,”

Wingdings 3

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRST01 23 4 5678 9 0!?$¢%#@&,

Primary Typeface: Futura

Secondary Typeface: Verdana

Specialty Typefaces:

Verdana Regular

abcdefghijklmnopqrstuvwxyABCDEFGHIJKLMNOPQRST01234567890!?$¢%#@&,”

Verdana Italic

abcdefghijklmnopqrstuvwxyABCDEFGHIJKLMNOPQRST01234567890!?$¢%#@&,”

Verdana Bold

abcdefghijklmnopqrstuvABCDEFGHIJKLMNOPQRS01234567890!?$¢%#@&,”

Verdana Bold Italic


Consistent and continued use of Futura will create a

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

Specialty Typefaces:HoneyScript Selected as the typeface for Jenny, Honey Script should be

used for special, Jenny-related call-outs.

SugarPie This typeface is reserved for Two-Day Deal emails.

Wingdings3 Reserved for the arrow in CTAs. Refer to page 5.

Design Principles Typography

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To the left are examples of how type should be treated.

Listed below in relative, heirarchial importance, are

specific typography explanations.

Type Treatments1. Offer Use size for emphasis, rather than in-your-face color or

graphic treatments.

2. Headline 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. SecondaryOffer(whenapplicable) 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(whenapplicable) 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. DisclaimerAdditional 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.

Typographic ConsiderationsLetterSpacing Correct unusual spacing such as the letters “I” and “W,”

the number “1,” and the symbol “$.”

FontCombinations To achieve emphasis and optical variety, use Futura Book

and Futura Bold.

SizeandComposition Note that the headline is designed to fill area that is as

wide or tall as the 50% off MSRP offer.

Secondary Offer Treatment

Main Messaging

54” X 108” SOLID COLORTABLECOVERS

60%OFF

Reg.$1.99each.Allsolidcolorsqualify.Selectionmayvarybystore.

54” X 108” SOLID COLORTABLECOVERS

80Reg.$1.99each.Allsolidcolorsqualify.Selectionmayvarybystore.

SOLID COLOR RED HEART

BALLOONSstarting at

A fromKIDS

COSTUMES$999B

fromADULTCOSTUMES

$1499B

THOUSANDSOF WAYS TO SAY

HAPPYBIRTHDAY

Storeparticipationandselectionmayvarybystore.

PATTERNED TABLEWARE50%

OFFMSRP

HUNDREDS OF THEMES!1

2

4

5

THOUSANDSOF WAYS TO SAYHAPPY BIRTHDAYHUNDREDS OF THEMES TO CHOOSE FROM!

Storeparticipationandselectionmayvarybystore.

PATTERNED TABLEWARE50%

OFFMSRP

4

5

2 1

1

1

1A 1

A 1

PHOTOGRAPHY PRINCIPLES

Photography Principles 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.

Types of Photography1. 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. StylizedSetting 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. ArrangedSelection 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 ConsiderationsCropping Determine the focus of the image as well as the elements

of the image that can be sacrificed for messaging.

DynamicShadows 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.

Silhouetted Examples

Stylized Examples

Arranged Examples

People Examples

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TEMPLATE PRINCIPLES

Template Principles Wireframes

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The objective of every email is to build brand

preference and drive immediate response.

A 2-step Process for Email Strategy1. DeterminePrimaryMessage 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. AssessContent – Number of categories

To maintain a consumers’ attention and prevent too much scrolling, avoid more than four categories.

– Number of SKUs

Templates1. Primarymessage

2. Primarymessage+secondarymessage

3. Primarymessage+two/threesecondarymessages

4. Primarymessage+foursecondarymessages

5. Primarymessage+asecondary,tertiaryand

quaternarymessage

Strategy ConsiderationsFocusedMessaging 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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2 2

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Template Principles Template 1

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1

Most effective. One primary message – clear, direct.

Messaging PrioritiesSelectoneofthefollowingasaprimarymessage: – 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 PrioritiesMainimage:theobjectiveistofocusandsimplify

imagerysoitreinforcestheprimarymessageandencouragestheconsumertoclick.Refertopage11.

Offer:refertopage9.CTA:refertopage5.

Use of ModulesRefertopage6.


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1

2

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 Priorities1.RefertoTemplate12.Supportingprimarymessage

May include a headline and/or an offer and a CTA.

Design Priorities1.RefertoTemplate12.Treatmentshouldbesecondaryandnotcompete,

ratheraidorsupporttheprimarymessage. Imagery:dependsonassets–photographyor

silhouettedproduct.Refertopage11. Offer:refertopage9. CTA:refertopage5.



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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 Priorities1.RefertoTemplate12.Secondarymessagingwithasplitfocus As with Template 2, the secondary messaging may

include a headline and/or an offer and a CTA.

Design Priorities1.RefertoTemplate12.RefertoTemplate2.Withthesplitfocus,thedesign

ofthetwoareasshouldmimiceachother.Keepbalanceandsymmetryinmind.

Imagery:again,treatmentdependsonassets–photographyorsilhouettedproduct.Referencepage11.

Offer:refertopage9. CTA:refertopage5.



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2

2

2

2

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 Priorities1.RefertoTemplate12.Secondarymessagingwithadividedfocus 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 Priorities1.RefertoTemplate12.RefertoTemplate3. Imagery:refertoTemplate3andpage11. Offer:refertopage9. CTA:refertopage5.



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1

2

3

4

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.

Messaging Priorities1.RefertoTemplate12.Secondarymessaging Reference Template 2. 3.Tertiarymessaging Refer to point 2.4.Quaternarymessaging Refer to point 2.

Design Priorities1.RefertoTemplate12.RefertoTemplate23.Refertopoint2.4.Refertopoint2.


GUIDE APPLICATION

Guide Application Example 1

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Before After 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

its heirarchial importance, Template 2 emerges as the

best solution for telling the ultimate Valentine’s Day

classroom celebration.

Breakdown1. PrimaryMessaging 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. SecondaryMessaging 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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Guide Application Example 2

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Before After 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.

Breakdown1. PrimaryMessaging 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. SecondaryMessaging 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. TertiaryMessaging 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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Documents

Party City Email Style Guide