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WALLPAPER DESIGN GUIDELINES

140 CHARACTER LIMIT

WeTransfer has set a character limit of 140 characters (excluding logos or wordmarks) on their wallpapers. Characters on products or packshots will go towards the character count limit. An allowable exception is where typography is a key aspect of the wallpaper design but adheres to their clean design principles. Mandatory legal disclaimers do not count towards the character limit.

1 LOGO PER CREATIVE LIMIT

Generally speaking WeTransfer has a limit of 1 logo per creative. Allowable exceptions include wallpapers for technology or creative tooling advertisers that may require the display of multiple logos. These will always be assessed by the studio on a case by case basis. WeTransfer does not allow the positioning of a logo next to the WeTransfer logo at the top left corner. We recommend client logos are placed close to the main message or in another corner of the screen.

NO DISPLAY OF PRICES OR DISCOUNTS

WeTransfer believes that any key message can be conveyed without the need for a price or discount. They may consider the display of prices and/or discounts on user interaction (hover/click) over an element on a wallpaper, however these will always be assessed by the studio on a case by case basis. When referring to discounts this also includes the use of the word “sale” to imply limited time discount(s).

NO USE OF THE WORD “FREE” TO IMPLY COMMERCIAL BENEFIT

WeTransfer does not allow the use of the word free on their wallpapers if it is intended to imply the user will gain a fiscal or commercial benefit (eg. “Free for a limited time”).

NO PLAY-TO-WIN MESSAGING

WeTransfer does not allow messaging simulating or encouraging the user to take part in a play-to-win experience where a commercial reward is obtained purely by chance.

DISPLAY OF MANDATORY LEGAL DISCLAIMERS ONLY

Mandatory legal disclaimers will be positioned at the bottom left or right corner of the wallpaper, set at 50% opacity. The opacity will transition to 100% on hover of the copy and/or CTA. The total area that includes the disclaimer can never be more than 15% of the creative space.

CHANGE OF CURSOR ALLOWED WITH RESTRICTIONS

WeTransfer does not allow a product, price or discount to follow or replace the cursor. They may consider cursor changes only after consultation with the studio to understand its purpose and ensure the result is subtle and unobtrusive.

NO USE OF QR CODES

WeTransfer respects theirusers flow, so we do not allow the display of QRcodes on wallpapers intended to redirect them to another device.

KEEP IT ACCESSIBLE

When reviewing a creative, they can provide guidance on the adequate contrast ratio to ensure the message and key elements (copy, CTA, play button and/orlogo) are accessible.

RE-USE WALLPAPERS FOR MULTIPLE MARKETS

For campaigns run across multiple markets, WeTransfer allows the same creative to be used (with translation changes when needed).

MINIMAL PACKSHOTS

Any packshots will be no bigger than 8% of the total creative space. Any readable copy other than the product or brand name will be counted towards the character limit. We will consider exceptions to the packshots relative size if the way it’s displayed is a critical part of the creative concept. In these instances the studio will review on a case by case basis.

ANIMATION & INTERACTION GUIDELINES

SLIDESHOWS AND ANIMATIONS EVERY 3-4 SECS

Any creative involving a change in background or a significant change in animation must trigger every 3-4 seconds (at a minimum - this can be slower at Advertiser’s request) to avoid disturbing our users flow

SURVEYS OR POLLS ARE ALLOWED

Questions can be designed and incorporated into a wallpaper. WeTransfer does not offer detailed survey analysis – we will only provide data based on the interaction with the survey. Standard character limits apply. They recommend redirecting users to a survey provider if the survey is lengthy.

IN-WALLPAPER GAMES ARE ALLOWED

As a highly interactive and custom creative, games will be discussed with the Advertiser on a case by case basis. Standard design guidelines and principles apply.

NO FLICKERING OR GLITCHY EFFECTS

WeTransfer respects their user‘s flow so effects, animations or videos that flash, flicker, glitch or jitter are not permitted.

NO ALTERING, AMENDING OR PLAYING WITH THE WETRANSFER INTERFACE

The WeTransfer logo, the WeTransfer box, and other standard UI-Elements can not be moved. They do not allow wallpaper animation or interaction to “play” with the WeTransfer UI. The change in spot illustration and colors on the WeTransfer interface will only be considered on a case by case basis for special campaigns

SUDDEN ANIMATIONS TRIGGERED BY USER INTERACTION MAY BE CONSIDERED

These will always be reviewed by the studio on a case by case basis, with the WeTransfer standard principles in mind.

VIRTUAL REALITY IS POSSIBLE BUT UNLIKELY TO PERFORM

The service of WeTransfer is not currently optimised for VR, therefore Advertiser’s who would like to include this functionality in their wallpaper will need to review their idea with the studio to determine if it is suitable

INCLUDING A SOCIAL MEDIA SHARE BUTTON MAY BE CONSIDERED

This will be reviewed on case by case basis and WeTransfer will give design recommendations based on the purpose of the campaign. The button will only direct the users to the Advertiser’s social media page. We do not allow direct share pop up screens or iframe’s directly within the wallpaper.

ANIMATING WITH LOTTIE

To ensure compatibility on their wallpapers, Advertiser’s who supply their own animations (via AE) are asked to provide files that adhere to the Lottie supported features.

NO EMBEDDED EXTERNAL SERVICES

WeTransfer does not allow external services such as social media feeds or chat services to be embedded to their wallpapers

ENSURING OPTIMUM BROWSER PERFORMANCE

In some instances where the weight of a coded animation is too heavy WeTransfer may recommend the use of a video rather than animation to ensure the optimum performance of a wallpaper. In these cases WeTransfer will always discuss with the Advertiser before they start a build.

ENSURING BROWSER COMPATIBILITY

Depending on the level of interaction and animation required, some browsers may not allow full support. WeTransfer may need to simplify the creative on some browsers (usually Internet Explorer) to ensure the optimum performance of the wallpaper. They also support IE11+.

VIDEO GUIDELINES

AUTOPLAY VIDEO ON LOAD IS ALLOWED

For cinemagraphs and intro videos WeTransfer allows auto playing of videos.

LIGHT INTRO VIDEO AND CINEMAGRAPH FILE WEIGHT

WeTransfer has a strict 1.5MB maximum file weight for intro videos and cinemagraphs on initial load (note, total wallpaper weight limit is 2.8MB). This means that an intro video will usually be cut to between 3 to 8 seconds maximum, at a minimum resolution of 1920x1080. Once a user clicks to play a video, file weight restrictions do not apply.

VIDEOS SHOULD BE COLOUR CORRECTED AND ADJUSTED

Generally speaking WeTransfer will not make any colour adjustments to an Advertiser’s video. They request all video assets are delivered colour corrected and colour graded at the highest resolution (1920x1080 minimum).

NO LOGOS OR SUPERS ON VIDEOS FOR INTRO VIDEO / CINEMAGRAPH

The Advertiser must supply videos without logos and/or opening and closing supers baked into footage that are intended to be used as intro videos or cinemagraphs.

NO THIRD PARTY VIDEO EMBEDDING

WeTransfer does not allow YouTube, Vimeo or any direct video player embedding into our wallpapers

NO HARD CUTS OR SUDDEN SCENE CHANGES

Intro videos should generally contain a single scene with no jarring effects or hard cuts. WeTransfer may consider a subtle cut (eg. fade in/out) to another scene provided it is visually similar and is not visually disruptive to the user.