open-kimi-ppt-skill/skills/open-kimi-ppt/reference/design_system/promotion/travel-green-handbook/design.md

Travel Green Handbook · Promotion STYLE DESIGN SYSTEM

Create at Full Capacity: Apply your full creativity and imagination. Treat every slide as an independent, complete design work worthy of close consideration; structure, composition, charts, imagery, and visual storytelling must be driven by the content rather than forced into default layouts.

No AI Slop: Do not produce low-judgment, formulaic, decoration-heavy AI defaults, including unjustified card arrays, equal-split grids, arbitrary blue-purple gradients or glassmorphism, icon walls, hollow oversized text, repetitive skeletons, or visual gimmicks unrelated to the content. Every slide must demonstrate a clear design decision grounded in its content.

Landscape Delivery: Deliver the final presentation in a consistent 16:9 landscape format. Portrait or non-16:9 source materials are references for style observation only; they must be recomposed for 16:9 landscape and must never retain the original canvas proportions directly.

Layout Coordination: style.md is the final authority on style (typography, color, components, chart language, and prohibited treatments); the “Layout/Visual Task” line for each slide in query.md governs that slide’s content structure, primary anchor, and reading order. Both are execution specifications: follow the task behavior in query.md for layout intent and style.md for the final visual treatment.

Global Prohibitions

1. Do not use cards by default: Unless the user explicitly requests them, never use rounded rectangles or rectangular cards to create hierarchy or alignment. Functional containers such as status indicators, assumption boxes, and quotation frames are not considered cards. Lines, negative space, type scale, and weight contrast are better tools.
2. Do not use equal-split compositions: Unless no viable alternative exists, do not default to three equal columns, four equal columns, or a two-by-two matrix. An equal split must be justified by the content structure—three scenarios naturally warrant three columns, and frameworks explicitly named in the body content are exempt.
3. Do not use ungrounded AI color schemes: Institutional palettes specified in the content are exempt. The prohibition applies to generic, overfamiliar, unjustified defaults—blue-purple gradients, cyan-purple neon, rainbow flares, glass cards, and glowing borders.
4. Do not introduce elements that conflict with the overall style: Never use forms outside the established visual language, such as rounded icons or rounded rectangles in a sharp-edged style.
5. Keep chart backgrounds transparent: Use transparency or the slide background color, except when reversing to light graphics on a dark background.
6. Use large areas of negative space deliberately: Maintain appropriate density in the content area. Artificially padding or diluting content, or cramming a slide, is a defect. Negative space used for breathing room, grouping, and rhythm is permitted; form must follow content, and content must never be forced in merely to fill the canvas.

PART A — Category Baseline (Universal Minimum Standard)

A brand presentation that leads with emotion while keeping every piece of evidence auditable, benchmarked against top-tier agency annual reports, campaign retrospectives, and destination or product launch decks. Every slide must land one memorable creative idea while keeping every claim verifiable—bold in form, disciplined with numbers.

Content and layout:

1. Creative-led structure: a single annual/campaign proposition → audience and market evidence → development of the big idea (waves/chapters) → channel and content system → results with full measurement context → direction for the following year.
2. Make headline metrics the protagonists: give a small number of key figures full-slide or oversized-type emphasis; arrange supporting evidence around them in compact modules.
3. Use medium density to create rhythm: alternate evidence-dense slides with spacious statement slides; the deck should rise and fall like a story, not fill every space like a report.

Visual style:

1. Aesthetic: confident, contemporary, and brand-first; use photography or illustration only when the source style genuinely calls for it—never use stock assets merely to fill space.
2. Typography: one expressive display typeface carries the major propositions, as defined by the style signature; one highly legible workhorse typeface handles body copy and data. Set large numbers in the display typeface. Apply capitalization and tracking rules consistently across the deck.
3. Color: one brand color family per deck—one primary color plus lighter and darker tonal steps—with a single contrasting accent reserved for CTAs and highlighted data; the background follows the style signature. No rainbow charts.
4. Graphics: reduce charts to the story essentials, using few series and direct labels. Timelines, funnels, and audience bars are signature chart forms. Icons must follow the established line or fill language of the style; no multicolor clip art.

Structure and discipline (derived from the work we recognize as benchmark quality):

1. One big idea per slide: the slide title states the campaign proposition or chapter message, and every module on the slide serves that single idea.
2. Campaign evidence must include complete measurement context: impressions, completion rate, engagement rate, and conversion must always specify platform, period, and sample scope. Vanity metrics without context are a defect.
3. Timeline slides are first-class citizens: every wave, season, or phase has a named beat and phase-specific metric. A campaign deck without a pacing slide is incomplete.
4. Audience slides use funnels, tiers, or audience bars—demographics must be tied to behavior and value; never show bare percentages alone.
5. Results slides distinguish outputs, such as impressions and content volume, from outcomes, such as search lift, share of new customers, and sell-through rate. Outcomes take visual priority over outputs.
6. Deep-dive case studies use fixed fields: context → action → numerical evidence → implication. Parallel cases must use consistent, comparable fields.
7. Social/UGC evidence cites authentic scale and shows representative content structures. Always redraw screenshots from third-party platforms.
8. The ending must provide direction: next year's theme, total budget and allocation, and measurement framework. A closing slide that only says thank you is a defect.
9. Every number must include a unit, time reference, and source/methodology context; label estimates as internal illustrative assumptions.
10. Imagery and shape language: when permitted by the style signature, proactively source authentic imagery and use expressive shapes—torn edges, collage, irregular crops, and signature forms—instead of generic rectangular blocks. Flat rectangles are the last resort, not the default.

Default baseline (derived from the layout skill; PART B may override): one screen, one proposition; each slide communicates only one core message; continuous body copy on a content slide must not exceed 3 lines. Visual tension must come from at least one clearly defined source—expansive negative space, strong contrast, a large field of the brand color, or full-bleed product/people imagery—and remain consistent throughout the deck. Do not stack tables; prioritize oversized figures, a single chart, or comparison bars for data. Use one decorative language across the deck; never mix two or more decorative systems.

Density anchor: the specific minimum for each style—the number of evidence modules and charts per slide, plus annotation conventions—must follow the 【Density Baseline】 reverse-engineered from that style's source deck. This baseline does not impose one universal numeric target.

PART B — Signature System (Template-Specific Signature; Overrides PART A in Case of Conflict)

One-line style signature: a warm, humanistic editorial handbook—gray-beige paper, a river-blue primary axis, and one chapter-level accent such as coral or burgundy, alternating medium-low-density narrative slides with high-density sample slides.

【Color Palette】 Use #EFEBE5 as the default background. Set primary text and titles consistently in #246B81, which may also be used for dark color fields. Use #F8AA98 as the primary accent for chapter color fields or a small amount of critical information. Select only one supporting color per chapter: light blue #B0D0D9 may fill backgrounds; burgundy #A13846, yellow-green #DCD060, purple #948EC1, warm gray #DAD0C8, and orange #F2B84C each belong to one thematic section. The source deck contains no data charts; limit any newly added series colors to #246B81, #B0D0D9, and #F2B84C. Show both positive and negative values in #246B81, paired with “＋/－” or a text judgment; do not invent a red-green semantic pair. A standard slide may use only two hues—primary blue plus one chapter color—excluding photographs. Palette and sample-summary slides are exceptions; when a chapter color occupies a large area, return all other elements to primary blue and off-white.

【Layout Skeleton】 Source facts: canvas 1224×792, 17:11. Body content uses approximately 6% left and right margins and 7%–8% top margin. Titles sit at the upper left, often split across two uppercase lines; an extremely small chapter eyebrow sits at the upper right, and the page number sits at the lower right. The primary grid is “26% left lead-in + 60% center-right evidence zone,” with the latter optionally divided into two columns. Reading begins with the title and lead-in, then moves horizontally or downward. The cover alone uses a “large title crossing the image’s top edge + a large photo centered in the lower area” composition. Section slides alone use a “30%–42% color band on top + 58%–70% full-width image below” composition, or a full-slide solid color with a short passage. 16:9 migration: standardize final delivery to 16:9 landscape, retain the anchors and 6% horizontal margins, and allocate the added width to the evidence zone. Rework four-tier vertical examples into two to three tiers or two columns. Recrop section-page photographs for the wider frame; do not stretch the type.

【Typography】 Source typography facts: embedded fonts verified in the PDF are the sans-serif Marr Sans for titles and the serif Capitaine for body copy. Use Capitaine Regular for narrative text; use Marr Sans Semibold/Bold for subheads. Keep the hierarchy of content-slide titles moderately differentiated, and enlarge chapter titles substantially only on transition slides. The source deck establishes no consistent convention for large numbers; use them as local focal points only when the content contains a genuine headline metric. Footnotes and page numbers must recede clearly. Set content-slide titles and chapter eyebrows in uppercase with slightly increased tracking; narrative chapter titles may use sentence case. Render with {latin: SortsMillGoudy, ea: 思源宋体} (serif narrative body) and {latin: Liter, ea: MiSans} (sans titles/structure). In the 16:9 landscape format, preserve the role relationship of “sans serif structures, serif tells the story”; do not retain the source deck’s absolute font sizes or scaling ratios.

【Chart Language】 No statistical charts were observed; tables appear only in finished sample spreads. ⭐ Leader-line anatomy diagram: connect one large central sample to 6–10 short labels using fine #B0D0D9 lines and hollow circles; this treatment appears consistently on 5 slides and is used to explain composition. ⭐ Image evidence matrix: use a 2×2 grid or a single column of four equal-width cropped images, each with a short heading and description, to compare parallel evidence. ⭐ Pairing matrix (occasional): use square-cornered color blocks to show recommended and not-recommended combinations together, strictly for compatibility judgments.

【Signature Components】 Photography is a hard constraint: specific people and places must not be replaced with illustrations. On chapter openings with photography, the image occupies the lower 58%–70% of the slide; crop body-slide evidence images with square corners. Select only documentary images with natural light, authentic environments, and unstaged subjects; never substitute cutout figures or generic stock photography. Split-color principles board: use the left 1/3 in #EFEBE5 for the lead-in and fill the right 2/3 with #246B81, holding 3–4 sets of “photo + white-text description”; use this component no more than once per slide. Allow no more than one set of technical annotations per slide; fine lines must not cross body copy or become a decorative grid.

【Prohibited】 Do not replace #EFEBE5 with a full pure-white slide; white is reserved for sample backgrounds or negative space within images. Do not activate more than one chapter color on a standard content slide. Do not use rounded cards, shadows, gradients, or floating containers; divide regions only with square-cornered color fields, fine lines, and negative space. Do not use staged people, isolated products, or overly retouched stock photography. Do not place small text over complex photographs; a large cover title crossing an image boundary is the sole exception. Do not center long passages; left-align body copy and labels.

【Slide Types and Layouts】 Narrative introduction | Establish the chapter viewpoint | Title in the upper-left 25%, narrow column in the center-right 40% | 1–2 long-form text blocks | No additional components | Not suitable for multi-evidence comparisons. Left lead-in—right arguments | Summarize with 3–4 supporting arguments | Left column 26%, right zone 60% | 4–5 blocks | Two-line uppercase title | Not suitable for a single large image. Central sample anatomy | Explain an object’s composition | Central sample 45%–55%, annotations around it | 6–10 labels | Fine leader lines, hollow circles | Not suitable for sequential processes. Image evidence matrix | Compare similar scenes or cases | Left lead-in 25%, right-side 2×2 grid or four rows | 4–6 image-text blocks | Documentary photography or a consistent illustration system | Not suitable for long-form narrative. Split-color principles | Present a rule overview | Left 1/3 lead-in, right 2/3 dark zone | 3–4 blocks | Split-color principles board | Not suitable for light-colored charts. Application showcase | Demonstrate finished applications | Open title area above, 1–4 samples arranged horizontally below | 1–4 blocks | Square-cornered samples | Not suitable for complex causality.

【Density Baseline】 Do not impose one universal hard minimum across slide types. Narrative introduction slides use 1–2 blocks of 180–320 words/characters equivalent each and may contain 6–14 lines of body copy, overriding PART A’s default “three lines.” Left lead-in—right arguments slides use 4–5 blocks of 35–90 words/characters equivalent each. Central sample anatomy slides use 6–10 labels of 10–35 words/characters equivalent each. Image matrices use 4–6 images with 20–60 words/characters equivalent per image. Application showcase slides use 1–4 samples with only brief annotations. Source body slides typically contain 0 statistical charts; when a new deck must add one, use no more than 1 chart per slide and label only series endpoints and conclusion points, not every bar or data point. Concentrate negative space below titles, between columns, and above the footer as deliberately reserved space within the grid.