VISUAL STANDARDS GUIDELINES JULY 2015 Aa The use of text and imagery on signage in Lowe’s 12 pt. type for packaging, pricing & tear pads stores should adhere to the following requirements: • Communicate in a succinct and direct man- ner. Most customers are shopping for specific Aa items and do not have time to read an excessive amount of text. 20 pt. type for text at eye level • Keep product explanations simple, avoid industry 2.1 jargon, and use imagery that supports your text. Be certain the information is applicable to the Font Size Aa customer. • Choose images that maintain a high standard of 48 pt. type on signs above 5'-0" & below 7'-0" quality and clarity and include diverse people and environments. See Content Management Guide- lines for more details. • Describe the primary features and benefits of Aa product categories. Provide the information necessary for our customers to make an informed 48 pt. type on signs above 5'-0" & below 7'-0" buying decision. • Provide detailed descriptions on packaging or brochures rather than signage. Most customers want information quickly and will not spend time poring over lengthy explanations. Messaging Aa must catch a person’s eye within 5 seconds. • Avoid wide paragraphs or lines of copy. Remem- 60 pt. type for headers above 7'-0" ber that your display signage, packaging, and brochures all work together to communicate your message to customers. Below is a table of production processes and the recommended image resolution at finished size: Process Minimum Resolution Required Screen Printing: 55 lpi 110 dpi Screen Printing: 65 lpi 130 dpi Screen Printing: 75 lpi 150 dpi Screen Printing: 85 lpi 170 dpi Aa Offset Printing: 150 lpi 300 dpi Digital Printing: Varies widely depending on output 150 pt. Type for overhead display panels device – contact your source for minimum resolution above 10'-0" guidelines.