SS 2011 Ecomm StylEguidE

January 26, 2011

oVERVIEw

THE SPRING SUMMER 2011 caMPaIGN foR E-coMMERcE IS SHoT aT PUMa RETaIl SToRES To REcREaTE THE fEElING of bEING IN oUR PHySIcal SToRES wHIlE SHoPPING oNlINE.

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coNTENTS

mood tEmPlAtE
4

cAtAlog tEmPlAtE 1
14 New catalog Photography
How-To Set Up How-To Examples

cAtAlog tEmPlAtE 2
22 Existing catalog Shots
Photography Examples

layout
Home Hub Landing Category: high, mid, low Secondary: double, single Email

23 assembly Process 16 assembly Process

Step-by-Step Step-by-Step

24 layout 16 layout
Footwear Apparel (Hanging) Apparel (Folded) Accessories Footwear Footwear v2 Small Accessories Large Accessories Apparel

11 New Mood Photography

Dos and Donts Ideas for Shooting Multiple Footwear

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mood

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layoUT Home

modEl

Product (SiNglE) 40px

tyPogrAPHy
Headline Din bold | 42pt/36pt caPS HEX: ffffff (white) Subcopy Din Regular | 12pt/14pt caPS HEX: 000000 (black) 40px 12px 26px

ButtoN
type PUMa Poke out 0.2 | 11.5pt caPS HEX: ffffff (white)

Product (multiPlE)

987x423 (SHowN aT 50% ScalE fRoM oRIGINal SIzE)

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layoUT Hub landing

modEl

Product (SiNglE) 40px

tyPogrAPHy
Headline Din bold | 42pt/36pt caPS HEX: ffffff (white) Subcopy Din Regular | 12pt/14pt caPS HEX: 000000 (black)

12px 26px

ButtoN
type PUMa Poke out 0.2 | 11.5pt caPS HEX: ffffff (white)

40px

Product (multiPlE)

987x425 (SHowN aT 50% ScalE fRoM oRIGINal SIzE)

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layoUT category

modEl

tyPogrAPHy
Headline Din bold | 42pt/36pt caPS HEX: ffffff (white) Subcopy Din Regular | 12pt/14pt caPS HEX: 000000 (black) 30px 12px

cAtEgory low 792x150 (SHowN aT 50% ScalE fRoM oRIGINal SIzE)

30px

Headline Din bold | 42pt/36pt caPS HEX: ffffff (white) Subcopy Din Regular | 12pt/14pt caPS HEX: 000000 (black) 34px 12px 26px

ButtoN
type PUMa Poke out 0.2 | 11.5pt caPS HEX: ffffff (white)

cAtEgory mid 792x300 (SHowN aT 50% ScalE fRoM oRIGINal SIzE)

34px

Headline Din bold | 42pt/36pt caPS HEX: ffffff (white) Subcopy Din Regular | 12pt/14pt caPS HEX: 000000 (black)

40px

12px 26px

ButtoN
type PUMa Poke out 0.2 | 11.5pt caPS HEX: ffffff (white)

cAtEgory HigH 792x425 (SHowN aT 50% ScalE fRoM oRIGINal SIzE)

40px

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layoUT category

Product (SiNglE)

Product (multiPlE)

tyPogrAPHy
Headline Din bold | 36pt/30pt caPS HEX: ffffff (white) Subcopy Din Regular | 14pt/16pt HEX: 000000 (black) 30px 15px

cAtEgory low 792x150 (SHowN aT 50% ScalE fRoM oRIGINal SIzE)

30px

Headline Din bold | 46pt/40pt caPS HEX: ffffff (white) Subcopy Din Regular | 14pt/16pt HEX: 000000 (black) 34px 12px 26px

ButtoN
type Din bold | 12pt caPS HEX: ffffff (white)

cAtEgory mid 792x300 (SHowN aT 50% ScalE fRoM oRIGINal SIzE)

34px

Headline Din bold | 50/46pt caPS HEX: ffffff (white) Subcopy Din Regular | 16pt/18pt HEX: 000000 (black)

40px

12px 26px

ButtoN
type Din bold | 12pt caPS HEX: ffffff (white)

cAtEgory HigH 792x425 (SHowN aT 50% ScalE fRoM oRIGINal SIzE)

40px

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layoUT Secondary

modEl 18px

Product (SiNglE)

Product (multiPlE)

tyPogrAPHy
Headline link Din bold | 16pt caPS HEX: ffffff (white) 10px

5px

SiNglE 190x240 (SHowN aT 50% ScalE fRoM oRIGINal SIzE)

18px

Headline link Din bold | 16pt caPS HEX: ffffff (white)

5px 15px

douBlE 386x240 (SHowN aT 50% ScalE fRoM oRIGINal SIzE)

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layoUT Email

modEl

Product (SiNglE) 40px

tyPogrAPHy
Headline Din bold | 42pt/36pt caPS HEX: ffffff (white) Subcopy Din Regular | 12pt/14pt caPS HEX: 000000 (black) 40px 12px 26px

ButtoN
type PUMa Poke out 0.2 | 11.5pt caPS HEX: ffffff (white)

Product (multiPlE)

700x411 (SHowN aT 50% ScalE fRoM oRIGINal SIzE)

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NEw MooD PHoToGRaPHy dos and donts

do

have photographs capture an entire look. Mood photography is intended to promote the Puma brand rather than highlight specific products.

do

shoot and compose new Mood photography in a horizontal orientation to minimize photoshop work (to fake additional space).

do

use the product only templates from Section 2 for banners that are intended to highlight a specific product.

do

select images that will fit comfortably into the dimensions of your banner.

do

try and fill up the space of your compositions (horizontally) when photographing.

doNt

highlight one specific product, try and have the photograph capture an entire look. Here the mood is lost.

doNt

add a fake black gradient over images when possible.

doNt

crop in to footwear, instead use the product only templates provided in Section 2.

doNt

force an image into a banner size with contrasting proportions. It will lead to odd croppings.

doNt

photograph compositions that are too tight and clustered to one side.

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NEw MooD PHoToGRaPHy ideas for Shooting multiple Footwear

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tEmPlAtE 1

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NEw caTaloG PHoToGRaPHy How-to Set up

NEw PRoDUcT PHoToGRaPHy caN bE SHoT To REPlIcaTE THE MooD PHoToGRaPHyS IN SToRE looK aND fEEl.
New

style

Product SEt uP (see pg.15 for reference) Shoes Position: Right shoe, outside profile Environment: Resting on flat surface Apparel Position: full front Environment: Hanging on store hanger or folded and stacked neatly totes + Bags (filled) Position: full front Environment: Resting on flat surface Accessories Position: full front Environment: Resting on flat surface Make sure clothes are steamed and fluffed and bags filled. We want to give the articles a little dimension.

ligHtiNg The best solution for most products is soft, diffused light. you want light from above and below. The light above should be bright enough to adequately illuminate the subject. The light below should be bright enough to make the background an even white, or close to it, as well as eliminate shadowing. If one or the other of the lights is too bright it will wash out the object.

cAmErA tiPS Use a tripod, even the slightest movement while taking the picture will cause motion blur. cameras tend to underexpose images when capturing subjects with white or very light backgrounds. The easiest way to prevent dark, underexposed images is to use exposure compensation. Use a white background to shoot the products against.

cAmErA HEigHt weve are moving away from the 3/4 and now shooting products square on. The camera must be on the same level with the product. Not slightly overhead or below but directly level with the product.

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NEw caTaloG PHoToGRaPHy How-to Examples

No... wIrE...HANgErS!
Be sure to use Puma Store hangers

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aSSEMbly PRocESS Step-by-Step

StEP 1
Preparation
Shoot Product Photograph products as advised on pg.14 and 15 of the Styleguide. Select canvas choose an appropriate canvas for your product based on the type of product it is. Example: you need to create a template for: a shoe using new catalog photography

StEP 2
Photoshop work
Silo Make a clean silhouette of your product. Note: the saturation of your product may need to be bumped up slightly to match the supplied template backgrounds flash. Shadow 1. behind the Product add a hint of color to the drop shadow so it isnt a solid black (based on the products color and the shadows already in the template). 2. Under the Product certain areas of the product, like the instep of a shoe, will have a darker shadow.

StEP 3
additional Elements
copy and Button add headline, sub copy and button as recommended on pg.5-10 of the Styleguide. The banners dimensions will determine type size and placement.

you would not choose templates designated for...

HaNGING aPPaREl

fooTwEaR (3/4)

The appropriate template would be...

2

fooTwEaR (PRofIlE)

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layoUT TEMPlaTE 1 Footwear Sneakers, flats, cleats or Sandals

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layoUT TEMPlaTE 1 Apparel (Hanging) Sweatshirts, T-Shirts or Jackets

* Pants, Shorts and Skirts will be photographed on models

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layoUT TEMPlaTE 1 Apparel (Folded) T-Shirts or Pants

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layoUT TEMPlaTE 1 Accessories bags, Hats, or belts

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doNt HAVE A cAmErA?

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EXISTING caTaloG SHoTS Photography Examples

If RESHooTING IS NoT aN oPTIoN, REfER To THE followING PaGES foR INSTRUcTIoN oN How To INcoRPoRaTE EXISTING caTaloG IMaGES INTo THE TEMPlaTES.

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aSSEMbly PRocESS Step-by-Step

StEP 1
Preparation
Select Product Make a clean silhouette of your product. Select canvas choose an appropriate canvas for your product based on the type of product it is. Example: you need to create a template for: an existing catalog shoe

StEP 2
Photoshop work
Silo Make a clean silhouette of your product. Note: the saturation of your product may need to be bumped up slightly to match the supplied template backgrounds flash. Shadow 1. behind the Product add a hint of color to the drop shadow so it isnt a solid black (based on the products color and the shadows already in the template). 2. Under the Product certain areas of the product, like the instep of a shoe, will have a darker shadow.

StEP 3
additional Elements
copy and Button add headline, sub copy and button as recommended on pg.5-10 of the Styleguide. The banners dimensions will determine type size and placement.

you would not choose templates designated for...

1
HaNGING aPPaREl fooTwEaR (PRofIlE)

The appropriate template would be...

22

fooTwEaR (3/4)

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layoUT TEMPlaTE 2 Footwear Sneakers, flats, cleats or Sandals

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layoUT TEMPlaTE 2 Small Accessories belts, Hats or clutches

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layoUT TEMPlaTE 2 large Accessories large Tote bags or backpacks

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layoUT TEMPlaTE 2 Accessories misc. Use this template background for oddball products that dont fit realistically into the templates or if theyve been shot overhead.

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layoUT TEMPlaTE 2 Apparel T-Shirts, Pants, Jackets, Sweatshirts, etc.

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