On-screen graphics
On-screen graphics (OSG) are a vital part of our content, bringing to life our product stories and benefits in an engaging way. They add an additional, expressive layer to our communications.
They should always complement the message and use visuals as another dimension to explain a benefit, feature or technology.
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For a broader overview of how OSG fit our visual style, feel free to read Typography and Pictograms.
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This chapter is divided into two section - OSG principles for images and OSG principles for video.
OSG guidelines for images
Place all OSG elements within a 1:1 square crop area. No elements should be located outside the bounds of the crop to prevent unwanted cropping when producing 1:1 aspect ratios of the image.
Taglines
If we want to connect pop-up text to a certain part of the image, we use taglines.
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The thickness of the line should roughly match the width of the frame divided by 600, rounded to the nearest even number.
There are multiple line types:
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straight
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angled (20°-40°)
There is a circle at the end of the line that does not have text next to it. Its diameter is roughly 3.5x the thickness of the line.
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Text can be located either above/ below the tagline, or to the right/left, depending on what fits the overall layout of the image.
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Please use these numbers as a rough guide only and always aim for the most visually pleasing result.
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To learn about text sizes, read the chapter On-screen text.
Comparison line
Comparison images are split by a dividing line from top to bottom.
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The line should be white but Electrolux blue is acceptable on bright backgrounds
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Line thickness is the width of the image divided by 420, rounded to the nearest even number (i.e. for a 4678px wide image, the line thickness is 12px).
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For more information on how to treat the line, click here.
For more information on how to treat the text, click here.
Pictograms
For single pictograms, the pictogram should be scaled to 1/5 of the width of the image.
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However, there are certain edge cases when pictograms can be larger or smaller, depending on the context. Pictogram size and placement should be selected on a case-by-case basis, to work both aesthetically and from a communications point-of-view.
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You can combine pictograms with our taglines and/or text. Text and taglines should follow their respective guidelines.
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Pictograms are usually white but can be Electrolux blue in cases when the background is too bright.
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To learn more about pictograms, see the Pictograms chapter.
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Dimensional
Dimensional infographics are elements that use graphics and text in unison to describe two-dimensional properties (surface areas, length or height). This is represented by a dotted line with distinct handles at both ends.
Thickness of the smaller lines is the width of the image divided by 600, rounded to the nearest number (i.e. for a 4678px wide image, the line thickness is 8px).
The ending lines are twice as long.
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Colour can be white or Electrolux blue.
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For more information on how to treat the text, click here​.
Volumetric
The volumetric infographics are elements to describe three-dimensional elements (cavity volumes, depth). This is usually represented by an arrow. The arrowhead consists of two lines that are in 90° angle to each other.
Line thickness is the width of the image divided by 600, rounded to the nearest number (i.e. for a 4678px wide image, the line thickness is 8px).
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Volumetric infographics should be placed in 3D space (perspective), or at least appear to be, to look like an integral part of the image.
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For more information on how to treat the text, click here.
Photoshop template
You can download a Photoshop template containing all pre-defined OSG types in proper sizes below. It also contains common On-screen text types.
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The template has a resolution of 4678x3508 px. If your artwork has a higher resolution, you can simply upscale the template - all elements are in vector format, so no quality loss will occur.
OSG guidelines for video
Taglines
If we want to connect pop-up text to a certain part of the image, we use taglines with a little dot at the end.
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The thickness of the line is 3px. Size of the dot is 11px.
There are multiple line types:
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straight
-
angled (20°-40°)
Text can be located either above/ below the tagline, or to the right/left, depending on what fits the overall layout of the image.
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To learn about text sizes, read the chapter On-screen text, especially the section about Pop-up text.
Comparison lines
Comparison images are split by a vertical dividing line that is positioned in the center of the screen.
Line thickness is 8px.
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Line colour is usually white but can be blue if the background is too bright.
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For more information on how to treat the line, click here.
For more information on how to treat the text, click here.
Pictograms
Pictogram size should be 230x230px. You can combine pictograms with our taglines.
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Pictograms fade in and out over a duration of 1 second. Do not animate the pictograms in any other way.
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To learn more about pictograms, see this chapter.
UIs, apps and pop-ups
For specific use cases where we want to showcase a product-neutral UI, a phone app, or an appliance or a phone pop-up message, we use a semi-transparent UI in white colour and with white outlines. The UI should be relatively simple and easy to comprehend.
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For video, animate the UIs in a tasteful and elegant way. Learn more about UI design and animation principles in App neutrality.
Info tags
Info tags are used to highlight increasing values. They are shown with a line and text if necessary, and should always be in white colour.
In animation, they should expand from bottom to top, or you can have them fade in.
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Text size (50px) and line thickness (3px) should be the same as in pop-up text.
Dimensional
Dimensional infographics are elements that use graphics and text in unison to describe two-dimensional properties (surface areas, length or height).
Text size (50px) and line thickness (3px) should be the same as in pop-up text.
Directional
Directional infographics are arrows that demonstrate the flow of fluids or particles.
The colour, thickness and frequency of the directional arrows should be related to the element being described (i.e. red arrows for hot water; blue arrows for cold or pure water).
Volumetric
The volumetric infographics are elements to describe three-dimensional elements (cavity volumes, depth).
Text size (50px) and line thickness (3px) should be the same as in pop-up text.
Element highlight
If we want to draw the viewer's attention to a specific part of the product, we may overlay it with Electrolux cooling colour (RGB: 0/133/202, HEX: #0085CA). Its opacity can be adjusted based on circumstances.
In terms of animation, simply fade the highlight in and out.
