Effective campaign guidance
Here we look to provide guidance around best practices when creating your campaigns. Learn the right actions to take and common pitfalls to avoid.
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Alt text for imagery
Screen readers use alt text to help describe imagery to users with visual disabilities, ensuring that content is compliant with accessibility standards.
Alt text should be descriptive and kept under 125 characters to meet accessibility standards.
Color contrast ratios for accessibility
To help comply with WCAG standards, all colors have been predefined within each template type and cover headlines, backgrounds, and any associated graphics.
These colors must remain as the default usage and any supporting colors must be approved by the brand and communications team.
Hyperlinking call to actions
Vuture allows hyperlinking to both copy and supporting arrow graphic. The inclusion of a hyperlink to this visual prompt can help increase the opportunity for action and engagement. We advise hyperlinking both opportunities when possible.
- Always hyperlink text and adjacent arrow/graphic.
- Use action-oriented language (e.g., "Register now," "Read the full briefing," "Explore insights") — avoid "Click here."
Keep copy concise and call to actions clear
Ensure content within your template is easily understood and actionable. This helps quickly capture user attention guiding them towards a desired action without confusion.
Aim to keep between 350-450 characters and ensure content is clear, engaging, and utilizes action-driven language.
Primary and secondary imagery
Both primary and secondary images can be used for all new or existing campaigns. The type of image chosen will largely depend around user content and more specifically whether there is a need to include a headline and sub-headline.
For campaigns that feature a primary image alongside a headline and sub-headline, the default full width image block can be replaced with the appropriate accompanying snippet. Primary images can then be adjusted in size using the default image tool within Vuture.
Images must come from approved libraries:
Primary ("Graphical") Imagery: Standard for business-as-usual communications (legal briefings, newsletters, event invites).
- Clean graphics, illustrations, iconography preferred.
Secondary ("Photographic") Imagery: Reserved for specialized or strategic communications only.
- Headshots for people promotions, cultural recognitions, crisis communications, global campaigns, major events.
Primary image shown above
Secondary image shown above
Tables - Font sizes and styling
Tables should only be used to house content which requires a structured presentation which cannot be achieved by using one of the current snippets.
The use of a table may be required when:
- Multiple items share similar attributes
- There is a need to organize information in a way that makes comparisons easy
- The layout should support easy readability at a glance
The styling of your table should align with your chosen color theme and adhere to contrast ratios outlined in our brand guidelines.
Text size may be reduced only when a higher volume of content requires it, but readability must be preserved.
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