Guidelines Display Onsite campaigns

On this guidelines page, you will find the rules we apply when creating all bol Retail Media Onsite Display campaigns.

Color palette

For the background color, the designer will choose from the bol color palette. This choice will align with the advertiser's style and match the campaign message, unless a preference is indicated in the briefing. The vormentaal will always have a different color from the same color family.

Color exceptions

In some cases, it is not possible to choose a background color. Established bol campaign formats, such as the Bol 7-Days and Black Friday, have a fixed design with customized guidelines. For these campaigns, the color is predetermined and cannot be changed.

Copy

The copy is the message we place on the banner. Within the bol brand identity, we adhere to a maximum of 36 characters (including spaces and punctuation marks). One character more or less can always be discussed and adjusted accordingly.

What not to use in the copy:

  • Punctuation marks '!', '?', '#', ':', '€'.
  • The word 'Euro' spelled out.
  • Abbreviations (except for 'o.a.' and 't.w.v.').
  • English terms (except for brand names and slogans).

The color of the copy should at all times be bol blue.*

*Exceptions are established campaign formats from bol with a customized design, such as Black Friday.

Sentence structure & text layout

  • The copy is always placed on the left side of the banner.
  • The copy consists of a title and subtitle.
  • We don't like to break up words. So try not to use long words such as 'huishoudmiddelen’ (household items), 'afwascyclussen’ (dishwashing cycles), etc., in the copy.

Disclaimers

The following forms of disclaimers are always allowed:

  • '*op de adviesprijs’ (on the reccomenced retail price) for Daily Needs products and laptops.
  • ‘*op de meest getoonde prijs’ (on the most displayed price).
  • Compliance rules for computer stores.
  • Legal disclaimers on health products.

Note: All other disclaimers are not allowed and will be rejected.

Discount percentages

Only rounded percentages will be placed in the copy.

Visuals

Combination of product and lifestyle image(s)

A combination of product- and lifestyle images can be used on the banner.

All product- and lifestyle images:

  • Are high resolution;
  • Are marked with a priority;
  • Are relevant, avoiding an excessive amount of visual material.

In some small formats, no lifestyle image is placed on the banner. On these formats, there is limited space available for displaying all the products. Our designers make a thoughtful choice between the products in these cases.

Product images only

If there are no lifestyle images available, the designer will use our vormentaal. This shape will be carefully chosen to match the style and the products on the banner.

Logos and labels

We always place logos in a fixed position on the banner. A maximum of two logos is allowed on a banner.

The following logos and labels are always allowed:

  • Official logo of the product and/or brand.
  • ‘Best getest’ or beste koop labelsfrom the Consumentenbond (Consumers Association).
  • bol.com labels from the official bol.com brand identity.

Note: All other logos are not allowed and will be rejected.

Visual language

When only product images are shown on the banner, we use category-specific visual language. This is carefully and appropriately chosen to match the message and/or products displayed on the banner. During holidays or special occasions, we use visual language to match.

Call to action

3 types of buttons

We use 3 standard buttons on our banners. The chosen button is used in the whole bannerset. So you choose one button for all sizes, but in some sizes only the standard button fits or sometimes, no button at all. These are the sizes that are only displayed on the mobile website.

You can choose between the chevron button ‘’>’’, ‘’Koop nu’’ (Buy now) and ‘’Bekijk hier’’ (Take a look).

The position of the CTA button is fixed.

Other exceptions

MHP formats

There are 2 MHP formats that have stricter rules. These are the 214×230 and the 276×230 formats. In these formats, the CTA button ‘>’ is displayed by default and there is no use of a lifestyle image. We only use the vormentaal in a fixed position.

Mobile formats

There are two formats that have stricter rules. In the 214x230 format, no logo is displayed, and the default CTA button '>' is placed. In the 320x100 format, no CTA button or logo is displayed.