open-kimi-ppt-skill/skills/open-kimi-ppt/reference/design_system/promotion/silk-yellow-magazine/design.md

Silk Yellow Magazine · brand_campaign STYLE DESIGN SYSTEM

PART A — Category Baseline (Universal Minimum)

An emotion-led, audit-ready brand presentation benchmarked against top-tier agency annual reports, campaign retrospectives, and destination/product launch decks. Every slide must land one memorable creative idea, while every claim remains verifiable—form can be expansive; numbers stay disciplined.

Content & Layout:

1. Idea-driven structure: one annual/campaign proposition → audience and market evidence → big-idea development (waves/chapters) → channel and content system → results with measurement context → direction for next year.
2. Make big numbers the protagonists: give a small set of headline metrics full-bleed or oversized emphasis; arrange supporting evidence in compact modules around them.
3. Medium density with pacing: alternate evidence-dense slides with breathing-room statement slides; the deck should rise and fall like a story, not fill every inch like a report.

Visual Style:

1. Aesthetic: confident, contemporary, brand-first; use photographic or illustrative texture only when it is genuinely present in the source style—never pad with stock assets.
2. Type: one expressive display face handles major propositions (as defined by the style signature), and one highly readable workhorse face handles body copy and data; use the display face for big numbers; keep capitalization and tracking rules consistent across the deck.
3. Color: one brand-color family per deck (one primary color with lighter and darker steps), plus one contrasting accent reserved for CTAs and highlighted data; background tone follows the style signature; no rainbow charts.
4. Graphics: simplify charts into a story line (few series, direct labels); timelines, funnels, and audience bars are signature graphic forms; icons use only the style's established line/filled language—no multicolor clip art.

Structure & Discipline (distilled from outputs we recognize as benchmarks):

1. One big idea per slide: the slide title is the campaign proposition or chapter message, and every module on the slide serves that one idea.
2. Campaign evidence must carry complete measurement context: impressions, completion rate, engagement rate, conversions—always include platform, time period, and sample scope; a vanity number without context is a defect.
3. Timeline slides are first-class citizens: waves, seasons, or phases each have named beats and phase metrics; a campaign deck without a pacing slide is incomplete.
4. Use funnels, tiers, or audience bars on audience slides—demographics must be tied to behavior and value; never show bare percentages alone.
5. Separate outputs (impressions, content volume) from outcomes (search lift, new-customer share, sell-through rate) on results slides; outcomes must outrank outputs visually.
6. Use fixed fields for case deep dives: context → action → numerical evidence → takeaway; parallel cases must use identical, comparable fields.
7. Cite real scale for social/UGC evidence and show representative content structure; always redraw third-party platform screenshots instead of using them directly.
8. The ending must point forward: 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 carry a unit, time point, and source context; label estimates as internal example assumptions.
10. Image and shape expression: when the style signature permits, actively use image search to obtain real supporting visuals and replace ordinary rectangular blocks with a creative shape language (torn edges, collage, irregular crops, signature shapes); flat rectangles are a last resort, not the default.

Default baseline (distilled from the layout skill, overridable by PART B): one proposition per screen, one core message per slide, no more than 3 lines of continuous body copy on content slides; at least one explicit source of visual tension (large negative space / high contrast / a large field of brand primary color / a full-bleed product or people image), applied consistently across the deck; no piled-up tables, prioritize big numbers, a single visual, and comparison bars; use one decorative language throughout, without mixing more than two decorative systems.

Title read-through test: reading only the slide titles in sequence should let you hear the whole story; if the sequence does not flow, the structure has not worked.

Density anchor: each style's specific minimums (evidence modules per slide, chart count, labeling habits) follow the 【Density Baseline】 reverse-engineered from that style's source deck—this baseline does not impose one uniform number.

Global Prohibitions (AI Defaults · Mandatory)

1. Do not default to cards: unless the user explicitly asks for them, never use rounded rectangles or rectangular cards to build hierarchy or alignment—information-bearing containers (status lights, assumption boxes, quote frames) do not count as cards. Lines, whitespace, type size, and weight differences are the better solution.
2. Do not default to evenly split compositions: unless no other usable layout exists, do not default to thirds, quarters, or a two-by-two matrix—even splits must be justified by the content structure (three scenarios naturally make three columns; frameworks named in the body are exempt).
3. No ungrounded AI color schemes: institution palettes explicitly specified in the body are exempt; what is banned is bland, common, unsupported default color—blue-purple gradients, cyan-purple neon, rainbow light flares, glass cards, glowing borders.
4. No element that clashes with the overall style: do not introduce styles outside the system, such as rounded icons or rounded rectangles in a sharp-edged style.
5. Chart backgrounds must be transparent: use transparency or the page background, except for reversed white on a dark background.
6. No blank regions: never leave a solid block of empty space in the body-content area; every planned region must be filled with real content, and failure to fill it is the most serious form of roughness.

PART B — Signature System (Template Signature; this section overrides PART A in case of conflict)

One-line style signature: a rough-edged editorial-magazine character, grounded in warm gray and black-and-white, with one highly saturated chapter color as the accent, advancing through alternating dense long-form copy and full-bleed real imagery.

【Color Palette】 The default background is warm gray #E5E3DD, with #000000 as a full-column inverse background and #FFFFFF reserved for reading panels over photos. Primary text is #000000; reverse type on dark backgrounds uses #E5E3DD or #FFFFFF; titles remain #000000 on light backgrounds, while chapter display titles use the chapter color. For each chapter, select only one primary accent from #E2FDBE, #F9B3A7, #6E8EBE, #DD5A50, #99BBBD, #FFD200; it may fill a chapter page or one macro column. Supporting colors are limited to the neutral layers #E5E3DD / #FFFFFF. If a chart must be added, its series use only #000000＋the chapter color, with #E5E3DD as the baseline. The source deck has no dedicated positive/negative colors: use #000000 text for both, paired with +/−; do not automatically read #DD5A50 as negative. A slide may contain at most one chromatic hue; a photo's inherent color is exempt, but do not sample a second accent from the photo.

【Layout Skeleton】 The source canvas is 1920×1080, 16:9. Use a 12-column base, most often resolving into three equal-width 4/4/4 macro columns, or 4/8 and 8/4 text-image splits; this is the template's explicit override of PART A's “do not split evenly unless necessary.” The top of the page carries three 12pt micro-metadata items; a capsule tab overflowing the upper-left edge carries the page title; mirrored vertical chapter/level navigation sits on both side edges, with a fixed micro page number at bottom right. The default reading path is left→right, then top→bottom within each column; images and text must align to thirds or the 12-column grid lines. Covers use a dedicated full-bleed multicolor halftone collage with a white oversized title at left-center; chapter pages use the chapter color, black-and-white halftone imagery, and a three-line oversized title on the left, and these treatments do not carry over to ordinary body pages.

【Typography】 Source fact: the PDF embeds only the sans-serif fonts FranklinGothicATF-Regular and FranklinGothicATF-Heavy. Body 20pt=1x; large pull quotes 27pt≈1.35x; module titles and data statements 30pt≈1.5x; headline numbers 50pt≈2.5x; chapter display titles 200pt≈10x; footnotes, page numbers, and sidebars 12pt≈0.6x. Tab titles are approximately 0.95x, establishing hierarchy through Heavy and all caps rather than enlargement. Use sentence case for body copy; set people/project role names and sources in Heavy; key sources may receive a straight underline; do not introduce a third font. Render with {latin: Liter, ea: MiSans}; titles and chapter display titles use Archivo Black (via customFonts) or MiSans Bold.

【Chart Language】 Types actually used are: large-number text lists, two-column numbered key-point boards, case-study “action＋impact” lists, and occasional six-cell chapter indexes; no bar, line, or pie charts, and no data tables. ⭐ Do not draw data as charts; set it as a 1.5–2.5x sentence occupying one column, with the source immediately below in bold/underlined type. ⭐ The upper part of a case panel is an underlined Heavy title and body copy; the bottom uses a light band in the chapter color for the impact or pull quote. ⭐ Chapter closes use two asymmetrical black/warm-gray key-point boards over a halftone background, with no axes or legends.

【Signature Components】 1）Top-left bleed capsule tab: identifies the page subhead; at most 1 per page, occupying only the upper-left area. 2）Mirrored edge navigation: shows chapter and page level together, hugging only the left and right page edges without covering body copy. 3）Two-tone halftone imagery: serves as background, hero visual, or column divider; choose exactly one crop treatment per page from full bleed, organic edge, circle/semicircle, or hard rectangle, with one dominant logic. 4）Square-corner opaque evidence panel: isolates busy photos from long copy; ordinary pages use no more than 2, aligned to the grid, with no shadow. 5）Photography is a hard constraint: case pages must include a real documentary photo or video frame, occupying 1/3, 2/3, or full bleed; without real assets, existing evidence graphics may be halftoned, but stock images and generic AI illustrations are prohibited.

【Prohibited】 Do not mix two chapter colors on one page; prohibit gradients, transparent glass, shadows, and glow, and keep every text-bearing surface flat and opaque; long-form copy must not sit directly on a high-detail photo. Rounded corners are reserved for the upper-left tab and frames around genuine vertical media; evidence panels always use square corners. Do not add serif, handwritten, or decorative display type. Use conventional charts and tables sparingly; no stable examples of them were observed in the source deck.

【Slide Types and Layouts】 Text-led analysis｜integrate multi-source evidence｜two text columns＋one halftone hero visual, or three columns side by side｜2–3 blocks｜tab, edge navigation, halftone imagery｜not suited to a single dominant case.
Single-case hero｜explain one action and its outcome｜1/3 text＋2/3 photo, or a center 1/3 photo with explanation and pull quote on both sides｜1–2 blocks｜real photo, square-corner evidence panel｜not suited to three co-equal objects.
Dual-case gallery｜contrast two like-for-like examples｜photos fill the left and right halves, with two same-field panels overlaid on the images｜2 blocks｜light impact/pull-quote bands｜not suited to cases without comparable fields.
Quote/key-point close｜synthesize a position or recommendation for two audiences｜full-page halftone background＋two large asymmetrical text blocks｜2 blocks｜black/warm-gray opposition｜not suited to a new conclusion whose evidence chain is incomplete.
Occasional chapter index｜preview the full-deck structure on one screen｜six equal color blocks in a 3×2 arrangement｜6 blocks｜six-color chapter palette｜not suited to arbitrary body content.

【Density Baseline】 Chapter display-title pages contain only 1 title and image, with no evidence minimum. Text-led pages usually contain 2–3 evidence modules; in new work, each long-form block is recommended at 180–320 words/characters equivalent, paired with 1 pull quote or data sentence of 60–120 words/characters equivalent. Case pages usually contain 1–2 cases; each case includes 1 hero image, 1 description of 100–220 words/characters equivalent, and 1 impact/pull-quote band of 40–90 words/characters equivalent. Quote/key-point close pages are fixed at 2 blocks, each 80–180 words/characters equivalent. The source deck's conventional chart count is 0; when a new topic truly requires one, use no more than 1 chart per page, label key values directly, and do not label every bar/point. Negative space is concentrated in the 12-column gutters, the inner padding of text blocks, and the outer edges of organic crops; the remaining open areas are carried by photos, halftone, or chapter solid color.