Feature & benefit and specification Slugs
Feature & benefits and specification Slugs are both visually identical. These slugs contain information pertaining to a single SKU or group of SKUs and can adapt to fit a variety of information. Slugs are most effective when copy is kept to a minimum and no more than 3 are used in reference to a SKU.
Foundations
As with other Slug categories, feature & benefit and specification Slugs are contained within a shape with slightly rounded corners and equal spacing around all text. All copy within a Slug must be set in CT Eastman and follow the typographic hierarchy outlined here. Each Slug must have a minimum margin of 3pt and copy should be left aligned.
A – Equal spacing
B – CT Eastman Condensed
C – 2 pt rounded corners
D – 4 pt margins
E – Sentence case
F – Responsive container shape
Slug line breaks can be customized to the space available. Copy can be split onto as many lines as required to effectively communicate the message and fit the space.
A – Legal copy, CT Eastman Condensed Medium, 6/6 pt
Categorization
Feature & benefit Slug
Descriptive value of advantage of a
given product.
Specification Slug
Measurable features or benefits of a given product.
Colour
By default, these Slugs are to be used in CT Soft Black, but can also utilize the weekly seasonal colour when appropriate.
CT Soft Black
Default presentation
Seasonal colour
Use when appropriate
Knock out
Alt default presentation
Languages
Bilingual versions of feature & benefit and specification Slugs may be made by following directions as outlined below.
A – Equal spacing
B – CT Eastman Condensed Bold, 7.5/8 pt
C – 2 pt rounded corners
D – 0P2 Space after French copy
E – Sentence case
F – 4 pt Margins
G – CT Eastman Condensed Bold, 6/6 pt
Dos and Don'ts
Do not alter the text size of Slug copy. The container and copy is designed proportionally to work at the smallest size. If required, Slugs can be scaled for larger applications.
