8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 1/28
SS 2011 Ec mmSt lEg idEJanuary 26, 2011
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 2/28
P mA SS20
THE SPRING SUMMER 2011 c MP IGNf R E-c MMERcE IS SH T T PUM RET IlST RES T REcRE TE THE fEElING fbEING IN UR PH SIc l ST RES wHIlESH PPING NlINE.
VERVIEw
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 3/28
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 4/28
P mA SS20
m d
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 5/28
P mA SS20
Ho e
987x423 (SH wN T 50% Sc lE fR M RIGIN l SIzE)
m dEl P d ct (SiNglE)
40px
4 0
px
P d ct (m ltiPlE)
t P g APH
Hea neDin bo d | 42pt/36pt c PSHEX: ffffff ( hite)
Sub opyDin Regu ar | 12pt/14pt c PSHEX: 000000 ( a k)
B tt N
typePUM Poke ut 0.2 | 11.5pt c PSHEX: ffffff ( hite)
26px
12px
l UT
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 6/28
P mA SS20
t P g APH
Hea neDin bo d | 42pt/36pt c PSHEX: ffffff ( hite)
Sub opyDin Regu ar | 12pt/14pt c PSHEX: 000000 ( a k)
B tt N
typePUM Poke ut 0.2 | 11.5pt c PSHEX: ffffff ( hite)
987x425 (SH wN T 50% Sc lE fR M RIGIN l SIzE)
m dEl P d ct (SiNglE)
4 0
px
26px
P d ct (m ltiPlE)
12px
40px
Hub lan n
l UT
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 7/28
P mA SS20
cAtEg mid 792x300 (SH wN T 50% Sc lE fR M RIGIN l SIzE)
cAtEg l w 792x150 (SH wN T 50% Sc lE fR M RIGIN l SIzE)
cAtEg HigH 792x425 (SH wN T 50% Sc lE f R M RIGIN l SIzE)
m dEl
Hea neDin bo d | 42pt/36pt c PSHEX: ffffff ( hite)
Sub opyDin Regu ar | 12pt/14pt c PSHEX: 000000 ( a k)
B tt N
typePUM Poke ut 0.2 | 11.5ptc PSHEX: ffffff ( hite)
Hea neDin bo d | 42pt/36pt c PSHEX: ffffff ( hite)
Sub opyDin Regu ar | 12pt/14pt c PSHEX: 000000 ( a k)
B tt N
typePUM Poke ut 0.2 | 11.5ptc PSHEX: ffffff ( hite)
t P g APH
Hea neDin bo d | 42pt/36pt c PSHEX: ffffff ( hite)
Sub opyDin Regu ar | 12pt/14pt c PSHEX: 000000 ( a k)
40px
4 0
px
34px
3 4
px
30px
3 0
px
26px
12px
26px
12px
12px
ca e ory
l UT
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 8/28
P mA SS20
cAtEg mid 792x300 (SH wN T 50% Sc lE fR M RIGIN l SIzE)
cAtEg l w 792x150 (SH wN T 50% Sc lE fR M RIGIN l SIzE)
cAtEg HigH 792x425 (SH wN T 50% Sc lE f R M RIGIN l SIzE)
P d ct (SiNglE)
Hea neDin bo d | 46pt/40pt c PSHEX: ffffff ( hite)
Sub opyDin Regu ar | 14pt/16ptHEX: 000000 ( a k)
B tt N
typeDin bo d | 12pt c PSHEX: ffffff ( hite)
Hea neDin bo d | 50/46pt c PSHEX: ffffff ( hite)
Sub opyDin Regu ar | 16pt/18ptHEX: 000000 ( a k)
B tt N
typeDin bo d | 12pt c PSHEX: ffffff ( hite)
t P g APH
Hea neDin bo d | 36pt/30pt c PSHEX: ffffff ( hite)
Sub opyDin Regu ar | 14pt/16ptHEX: 000000 ( a k)
30px
3 0
px
15px
P d ct (m ltiPlE)
cAtEg mid 792x300 (SH wN T 50% Sc lE fR M RIGIN l SIzE)
40px
4 0
px
34px
3 4
px
26px
12px
26px
12px
ca e ory
l UT
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 9/28
P mA SS20
SiNglE 190x240(SH wN T 50% Sc lE fR M RIGIN l SIzE)
d BlE 386x240(SH wN T 50% Sc lE fR M RIGIN l SIzE)
m dEl P d ct (SiNglE)
t P g APH
Hea ne l nkDin bo d | 16pt c PSHEX: ffffff ( hite)
Hea ne l nkDin bo d | 16pt c PSHEX: ffffff ( hite)
15px
5px
1 8
px
10px
P d ct (m ltiPlE)
5px
1 8
px
Se on ary
l UT
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 10/28
P mA SS201
t P g APH
Hea neDin bo d | 42pt/36pt c PSHEX: ffffff ( hite)
Sub opyDin Regu ar | 12pt/14pt c PSHEX: 000000 ( a k)
B tt N
typePUM Poke ut 0.2 | 11.5ptc PSHEX: ffffff ( hite)
700x411 (SH wN T 50% Sc lE fR M RIGIN l SIzE)
m dEl P d ct (SiNglE)
40px
4 0
px
P d ct (m ltiPlE)
26px
12px
E a
l UT
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 11/28
P mA SS201
d N’tadd a ake a k gradient overimages hen possi e.
d N’thigh ight one spe i produ t,try and have the photograph apturean entire “ ook”. Here the moodis ost.
d N’trop in to oot ear, instead use the
produ t on y temp ates provided inSe tion 2.
d N’tor e an image into a anner si eith ontrasting proportions. It iead to odd roppings.
d N’tphotograph ompositions thtoo tight and ustered to o
dhave photographs apture anentire “ ook”. Mood photography
is intended to promote the Pumarand rather than high ightspe i produ ts.
dshoot and ompose ne Moodphotography in a hori onta
orientation to minimi e photoshopork (to ake additiona spa e).
duse the produ t on y temp ates
rom Se tion 2 or anners that
are intended to high ight aspe i produ t.
dtry and up the spa e o
ompositions (hori onta
photographing.
dse e t images that i t
om orta y into the dimensions
o your anner.
do’s an don’ s
NEw M D PH T GR PH
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 12/28
P mA SS201
i eas for Shoo n mu p e Foo ear
NEw M D PH T GR PH
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 13/28
P mA SS201
tEmPlAtE 1
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 14/28
P mA SS201
NEw PR DUcT PH T GR PH c N bE SH TT REPlIc TE THE M D PH T GR PH ’SIN ST RE l K ND fEEl.
P d ct SEt P (see pg.15 or re eren e)ShoesPosition: Right shoe, outside pro eEnvironment: Resting on at sur a e
ApparePosition: fu rontEnvironment: Hanging on store hanger or o dedand sta ked neat y
to es + Ba s ( e )Position: fu rontEnvironment: Resting on at sur a e
A essor esPosition: fu rontEnvironment: Resting on at sur a eMake sure clothes are steamed and u ed andbag’s flled. We want to give the articles a littledimension.
ligHtiNgThe est so ution or most produ ts is so t,di used ight.
ou ant ight rom a ove and e o . The ighta ove shou d e right enough to adequate yi uminate the su je t. The ight e o shou d
e right enough to make the a kground aneven hite, or ose to it, as e as e iminateshado ing.
I one or the other o the ights is too right iti ash out the o je t.
cAmE A tiPS- Use a tripod, even the s ightest movement
hi e taking the pi ture i ause motionur.
- cameras tend to underexpose imageshen apturing su je ts ith hite or
very ight a kgrounds. The easiest ay toprevent dark, underexposed images is touse exposure ompensation.
- Use a hite a kground to shoot theprodu ts against.
cAmE A HEigHtwe’ve are moving a ay rom the 3/4 and nshooting produ ts square on.
The amera must e on the same eve ithe produ t. Not s ight y overhead or e
ut dire t y eve ith the produ t.
N e w – s t y le –
Ho -to Se p
NEw c T l G PH T GR PH
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 15/28
P mA SS201
N ... I E...HAN EBe sure to use Puma Sto
<
Ho -to Exa p es
NEw c T l G PH T GR PH
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 16/28
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 17/28
P mA SS201
Foo earSneakers, f ats, c eats or Sanda s
l UT TEMPl TE 1
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 18/28
P mA SS201* Pants, Shorts and Skirts i e photographed on mode s
Appare (Han n )S eatshirts, T-Shirts or Ja kets
l UT TEMPl TE 1
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 19/28
P mA SS201
Appare (Fo e )T-Shirts or Pants
l UT TEMPl TE 1
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 20/28
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 21/28
P mA SS201
d N’t HAVE AcAmE A?
EXISTING T l G SH TS
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 22/28
P mA SS201
If RESH TING IS N T N PTI N, REfER T THEf ll wING P GES f R INSTRUcTI N N H w TINc RP R TE EXISTING c T l G IM GES INTTHE TEMPl TES.
Pho o raphy Exa p es
EXISTING c T l G SH TS
SSEMbl PR cESS
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 23/28
P mA SS201
StEP 1Preparation
Se e Pro uMake a ean si houette o your produ t.
Se e canvaschoose an appropriate anvas or your produ t
ased on the type o produ t it is.
Exa p e:
ou nee o rea e a e p a e for: an ex s na a o shoe
StEP 2Photoshop work
StEP 3dditiona E ements
1
2
copy an Bu ondd head ine, su opy and utton as re
pg.5-10 o the Sty eguide. The anner’s ddetermine type si e and p a ement.
S oMake a ean si houette o your produ t.
Note: the saturation o your produ t may need to eumped up slightly to mat h the supp ied temp atea kground’s ash.
Sha o1. behind the Produ t
dd a hint o o or to the drop shado so it isn’t a so ida k ( ased on the produ t’s o or and the shado s
a ready in the temp ate).
2. Under the Produ tcertain areas o the produ t, ike the instep o a shoe,
i have a darker shado .
1
2
H NGING PP REl f TwE R (PR fIlE)
f TwE R (3/4)
ou ou d not hoose temp ates designated or...
The appropriate temp ate ou d e...
S ep-by-S ep
SSEMbl PR cESS
l UT TEMPl TE 2
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 24/28
P mA SS201
Foo earSneakers, f ats, c eats or Sanda s
l UT TEMPl TE 2
l UT TEMPl TE 2
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 25/28
P mA SS201
S a A essor esbe ts, Hats or c ut hes
l UT TEMPl TE 2
l UT TEMPl TE 2
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 26/28
P mA SS201
lar e A essor eslarge Tote bags or ba kpa ks
U
l UT TEMPl TE 2
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 27/28
P mA SS201
A essor es m s .Use this temp ate a kground or odd a produ ts that don’t trea isti a y into the temp ates or i they’ve een shot overhead.
8/6/2019 SS11 Ecommerce Regional Campaign Guideline
http://slidepdf.com/reader/full/ss11-ecommerce-regional-campaign-guideline 28/28
Recommended