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WSU MAC Lab Social Norms Campaign Design Competition

Guidelines and Resources

Guidelines and Resources

General Health Campaign Design Standards

Listed below are the best practices and required standards for creating your campaign submission. When you see this symbol (*), please take a moment to review that guideline carefully; is is especially important to ensure that your design can be displayed clearly and appropriately across campus.

Even if you are already familiar with health campaigns or design principles, we encourage you to read the full guidelines to ensure your work aligns with the goals, ethics, and accessibility needs of the Cougs Speak Social Norms Campaign.

A. General Health Campaign & Messaging Standards

1. Purpose of These Standards

These guidelines provide a foundation for creating messages that are accurate, ethical, inclusive, and accessible across the college student population. They help ensure your campaign materials maintain clarity, credibility, and consistency while supporting positive health outcomes.

2. Clarity & Focus

    • Convey one main idea per design.
    • Students may submit up to three separate designs.
    • Keep messages concise and immediately understandable.
    • Avoid jargon or overly academic language, write as if speaking to peers.
    • Use simple, clear statements that communicate meaning immediately.

3. Tone & Messaging Expectations

Social norms campaigns work best when they feel empowering, positive, and relatable.

    • Maintain a strength-based, supportive, and nonjudgmental tone.
    • Emphasize what students already do well—accurate norms should feel encouraging, not corrective.
    • Avoid scare tactics, blame, guilt, or shame, as these approaches reduce engagement and credibility.
    • Encourage healthy choices through reflective language, such as :
      • “Consider…”
      • “Most Cougs choose…”
      • “Many students find that…”
    • Avoid instructive punitive phrases like “Don’t do this,” “You must,” or “Never.”

4. Accuracy & Credibility (*)

    • All statistics must come from the Social Norms Data Sheet provided.
    • Never create, modify, or exaggerate data.
    • Present facts responsibility and transparently.
    • Include a short citation such as:

“Based on data collected from WSU students in 2025.”

(You may rephrase this as long as the meaning remains clear.)

5. Representation & Inclusivity

    • Use images, language, and symbols that reflect diverse student identities, cultures, lifestyles, and experiences.
    • Avoid stereotypes or imagery that singles out particular groups.
    • Use person-first language, such as “students who choose…” rather than labels.
    • Do not imply that risky behaviors are linked to specific demographic groups.

6. Color Palette Guidance (**)

You may use colors inspired by WSU’s core, secondary, and accent palettes (crimson, gray, neutrals), WSU Color Palette but:

This is not a WSU-branded campaign, so do not use:

    • WSU logos
    • WSU Cougar head
    • WSU wordmark
    • College-specific logos (e.g., Murrow College)
    • Students are welcome to use any color scheme that feels appropriate, expressive, and accessible.
    • Choose colors that maintain high contrast for readability.

7. Typography & Font Standards

Font selection

Use a maximum of two fonts per design:

Header/Title Fonts:

Arial, Times New Roman, Cambria, Montserrat, Oswald, Bebas Neue, Poppins Bold (Strong, clear, and attention-grabbing fonts)

Body Text Fonts:

Open Sans, Lato, Roboto, Source Sans Pro

(Highly readable in print and digital formats)

Non-traditional fonts are permitted; just ensure they remain legible.

Font Hierarchy (Minimum Recommended Sizes)

Print Posters/Flyers:

    • Title/Key Message: 28-40 pt
    • Subheading: 18-24 pt
    • Body Text: 14-18 pt
    • Citation/Caption: 10-12 pt

Digital Screens (1920×1080):

    • Title/Key Message: 24-32 px
    • Subheading: 16-20 px
    • Body Text: 12-16 px

8. Layout & Composition Principles

Hierarchy & Flow

    • Present information from most important → least important.
    • Main statistic or message should appear in the top half or center.
    • Place citations or optional elements (e.g., small icons) at the bottom.

White Space

    • Leave breathing room between elements; crowded designs reduce readability.
    • Maintain margins of:
      • 0.5 inches (print)
      • 40 px (digital)
    • Avoid placing text on busy or high-detail backgrounds.

Balance & Alignment

    • Align elements using grid lines.
    • Symmetry feels calm and organized; asymmetry feels bold use intentionally.
    • Repetition of color, shape, and size strengthens cohesion.

9. Imagery & Photography Standards (***)

Image Quality

    • Use high-resolution images only:
      • Print: 300 dpi minimum
      • Digital: 1080 px or higher
    • Avoid blurry, pixelated, or stretched images.
    • Text placed over images must remain clear and readable.
    • Maintain consistent photo treatment (same filter, tone, or style) across each design.

Copyright & Legal Use (***)

Only use images that you are legally allowed to include in your design. This means no copyrighted photos, no WSU-owned images, and no screenshots from social media.

Free Image Sources

How to Check Image Licenses

Pixabay/Unsplash/Pexels

    • Click on the image
    • Look for the “Content License” section
    • Confirm that it clearly says free to use or no attribution required

Google Images

    • Go to Google Images
    • Search for your topic
    • Click Tools
    • Under Usage Rights, select:
      • Creative Commons licenses

Then ALWAYS click into the image’s original website to verify the license before downloading.

Note: Even if an image appears in search results, that does not mean it is actually free to use. Always verify before including it.

Image Treatment

    • Apply consistent tone adjustments (e.g., same filter or color temperature).
    • Use overlays to maintain text readability (30-50% opacity).
    • Never crop or recolor logos or faces in misleading ways.

10. Accessibility & Universal Design

    • Provide alt text for digital submissions.
    • Ensure high color contrast (avoid neons on white, white on yellow, etc.).
    • Avoid flashing, strobing, or rapidly looping animations.
    • Use plain language and readable font sizes.
    • Avoid text-heavy paragraphs—students should understand your message immediately.

B. Submission Format & Technical Standards

1. File Types & Resolution Requirements

Accepted File Formats

    • PDF (preferred for print and posters)
    • PNG (preferred for digital screens)
    • JPEG (high-resolution only)
    • MP4 (for animated digital submissions)

Minimum Resolution

    • Print Media (Posters/Flyers): 300 dpi
    • Digital Screens: 1080p or higher (1920 x 1080 px recommended)

Note: Low-quality or pixelated files will not be accepted.

2. Print Flyers (8.5″ x 11″)

Size

    • Standard US Letter: 8.5″ by 11″
    • Orientation: Portrait or landscape allowed

File Specs

    • PDF, PNG, or JPEG
    • 300 dpi
    • Optional: 0.125″ bleed for edge-to-edge color
    • Keep text within 0.5″ safe zone from edges

Design Requirements

    • Follow Section A layout and typography standards.
    • Should remain readable if scaled up to small posters (11 x 17)

3. Posters (Large Format Options)

    • 11″ x 17″ (Tabloid Size)
    • 18″ x 24″
    • 24″ x 36″
      • Portrait or Landscape allowed

File Specs

    • PDF strongly recommended
    • 300 dpi minimum
    • Should look clean and balanced

Design Requirements

    • Avoid complex or rigid borders that distort when resized
    • Keep essential information in central “safe zone”
    • Use colors and typography consistent with Section A

4. Digital Screen Submissions (WSU Campus TV Screens)

This category includes static digital designs and short motion graphics

Required Dimensions

    • 1920 x 1080 pixels (16:9 ratio)
    • Landscape only (vertical formats cannot be accepted)

Animation Length

    • 10-15 seconds maximum
    • No flashing, strobing, or rapid sensory effects
    • Smooth transitions encouraged

Files Specs

    • PNG or JPEG for static screens
    • MP4 for animated submissions
    • High-contrast color combinations required
    • Text must be readable from a distance

Design Requirements (*)

    • Keep the main statistic and headline centered
    • Logos required for this design style
    • Department contact required

Logo and Contact Requirements

 

 

 

 

 

 

 

5. Scalability & Adaptability

Design should be able to:

    • Remain crisp when enlarged or reduced
    • Avoid pixelation when scaled
    • Use backgrounds that stretch cleanly
    • Keep primary message/statistic in central “safe zone”

Best Practices:

    • Use vector graphics when possible (PDF or SVG from Canva Pro)
    • Export as PDF Print for highest quality
    • Ensure colors look good in both print and digital formats

6. File Naming Convention (**)

Format:

    • LastName_FirstName_MediaType_Title

Examples:

    • Doe_Alex_Digital_KeepCougsSafe
    • Doe_Jane_Flyer_SaferChoices

7. Submission Procedure

All submissions must be uploaded using the competition submission form (Qualtrics link to be provided at a later date). Students must:

    1. Upload their file in an accepted format
    2. Watch and read over required materials
    3. Complete required fields (Name, WSU email, ID number)
    4. Check the Permission to Use Creative Work box
    5. Submit by January 31, 11:59 PM PST

Note: A confirmation email will be sent after a successful upload.

8. Disqualification Criteria (***)

Submissions may be disqualified if they:

    • Include WSU logos, Cougar head, or official branding marks
    • Contain copyrighted imagery or text
    • Are low-resolution or unreadable
    • Use fabricated or inaccurate data
    • Are submitted after the deadline

Checklist Overview

We created a checklist to help you ensure your design includes all the key elements of a successful Cougs Speak campaign submission. Before uploading your poster, flyer, or digital media, please take a moment to review your work and use the checklist by clicking on the link below as a final quality check.

Link: Cougs Speak Social Norms Campaign Checklist

Tip: Step back from your design and ask, “Can someone understand my message within three seconds?” If the answer is yes, your visual identity is strong and ready for submission.

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