- Write using spoken language, have a conversation in your head, write it naturally. Don’t be afraid to add in humanisms: “Hello how are you? We’re glad you stopped by.
- Engage the reader, ask questions, make it feel two-way.
- Use longer sentences to slow the pace, you can feel the difference just by adding a break, a clause, an aside. Everything becomes a little more languid, not so rushed.
- Be playful, we’re talking interiors after all; this isn’t banking, we’re not saving the world. We’re decorating and whilst we’re not saying it’s not important or serious, it definitely isn’t dull and dry. Let’s be excited with our customers.
- Get a little camp if it suits, don’t fear the flouncy, flouncy... let’s get glamorous. It gives permission to the name and grounds our reason for being; delivering totally fabulous shutters to totally fabulous rooms.
- Break a few rules and be expressive along the way. For instance, this might be where you splash out a giant O.M.G headline over a beautiful product lifestyle. (Yes an abbreviation, I know.)
Don't
- Use slang or lingo. We’re conversational but in a grown up way, not trying to be down with the kids.
- Use abbreviations. although some people think shortening makes it more conversational, in the most part people don’t use abbreviations in spoken language. LOL.
- Let longer sentences equal lots of copy. You want to change the pace but not bore the customer. Use it here and there to give a sense of tone, but long sentence after long sentence becomes monotonous.
Typography
- Kinfolk is the primary typeface used for headlines and titles. However, it is only available in uppercase and regular weight.
- Due to Kinfolk only being available in Regular weight, use a range of sizes to ensure the title still has visual presence over the body copy.
- ITC Avant Garde Gothic Pro is the primary typeface used typography for body copy and paragraph text.
- The use of ITC Avant Garde Gothic Pro should be confined to Book and Medium. Medium can be used if there is a need to highlight words or sections of text, otherwise Book is the weight that should be predominantly used.
Photography Style
- The styling of locations should feel modern, stylised, attention-grabbing with a “fabulous” vibe. We want overly designed spaces with premium fun furniture and colour galore. A variety of angles can be used, combined with straight-on shots as it’s the decor that really does the talking here.
