Color Palette Use colors from the Primary Palette for all headers, buttons, or banners. You can use colors from the Extended Palette for features such as color change upon hovering over a button or link, or background colors for text-entry fields. Buttons and Overlays All buttons, overlays, and menu bars should have straight, clean edges without any drop shadowing or rounded edges. • URLs are always lowercase and always use a forward slash (e.g., focusonenergy.com/new-home). • Use italics for limited-time promotions and footnotes only, if desired. If font does not offer an italics version, set italics at a 10-degree slant in InDesign. • Do not fluff content. Keep it short and to-the-point. Include all necessary information, but do not use filler words that make content longer. Page Content Web content should be written in second person and at an eighth-grade Flesch-Kincaid reading level to ensure overall accessibility to visitors. Writing in second person tense makes the copy more appealing to the target audience. Writing at an eighth-grade reading level makes it easier for our target audience to digest the content quickly. Some basic rules include: • Use complete sentences. • When listing items or traits in quantities of four or more, use bullet points. • Bold significant phrases or information to catch the reader’s eye (especially in large paragraphs). • Limit paragraphs to four sentences or less. • Make subheads short and informative or simple, common questions. • Avoid run-on sentences. In most cases, if a sentence requires more than one comma, split it into two sentences. Exceptions apply for lists. • Include hyperlinks to other pages on the site or to referenced sites, when applicable.
Primary Website Button
Secondary Website Button
Secondary Website Button
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