Our look is bold, intriguing, relatable and aspirational. We use our colour, photography and our question mark to make people think. We always focus on the positive and we keep it simple.
Welcome to Which?
Keep it legible, don't go smaller than this:
Print: 16mm x 10mm
Digital: 82px x 50px
Mobile: 70px x 45px
Only use these in certain circumstances
Use for internal, client and member communications – emails, HTML emails, Word documents, PowerPoint presentations etc.
Use the graphic route for everything that is driving an action (pushing to other services, call to action box)
Use for brand messaging and anything that isn‘t driving a direct call to action.
Intriguing, relatable and aspirational. It should focus on the positive rather than the negative.
Our image should be clean and distinct, even from a distance. It should be depicting a single, clear story.
It should focus on one vibrant colour close to the Which? colour palette, which must add vibrancy to the image.
If you have to change an image to work with a previously set headline colour, just retouch the image so it’s closer to the colour palette.
Feel free to add vibrancy to make the colour pop. If an image is missing a dominant colour, add it in retouching, but keep it natural.
Please download the PDF for details on print advertising guidleines.