14 / 18 · ART DIRECTION — TATLER-GRADE TARGET

Art Direction 艺术指导规范

Locked palette + typography + lighting + photography spec + AI-generation prompts ready to fire. Composite goal: every Pinxin asset reads 7+/10 on the "is this Tatler-grade?" gate. Built off artefact 12's 42 references + Pinxin's existing CREATIVE-CALIBRATION.md.

14·1 Locked palette

Role	Hex	RGB	Use	Coverage cap
Px Green (primary)	#1C372A	28 · 55 · 42	Background dominant · web hero · packaging body	60-75%
Px Gold (accent)	#D0AA7F	208 · 170 · 127	Logo · accent type · ginkgo leaf · gold-foil emboss	5-15%
Cream (breath)	#F2EEE7	242 · 238 · 231	Typography · negative space · breathing-room	20-35%
Soft Walnut (warmth)	#3D2818	61 · 40 · 24	Surface prop · teak table backdrop	2-8% (surface only)
Sage (food halo)	#8FB876	143 · 184 · 118	Plant/leaf garnish · positive sentiment chip	1-5%
NEVER · Bright red	#FF0000	—	NEVER. Replace with Px Gold or sage.	0%
NEVER · Pure white	#FFFFFF	—	NEVER. Use cream #F2EEE7 instead.	0%
NEVER · Western health-food green	#90EE90	—	NEVER. Pinxin green is deep heritage forest green, not bright vegetable green.	0%

14·2 Typography lockup

Use	Family	Weight	Treatment
Hero / Editorial headlines	Shippori Mincho	500-600	-0.025em letter-spacing · 1.05 line-height · NEVER all-caps · sentence case only
Subheadlines / leads	Fraunces (fallback)	500	Same as Shippori behavior. Used when Shippori isn't web-rendered.
Body copy	Geist	400-500	1.6 line-height · -0.005em letter-spacing · 15-16px web · 14-15px IG
Eyebrow / meta	JetBrains Mono	600	11px · 0.4em letter-spacing · ALL CAPS for tags only
CN / Mandarin	Noto Sans SC	400-500	0 letter-spacing · slightly looser line-height · NEVER Shippori for CN (Japanese-Mincho ≠ Mandarin)
Specialty CN headlines	Source Han Serif SC (思源宋体)	500-600	For premium CN hampers + CNY hero — full Mandarin serif treatment.
NEVER · Inter / Roboto / generic-tech sans	—	—	Pinxin is heritage, not SaaS. Avoid the same sans-serif soup every DTC brand uses.

14·3 Photography spec — locked technical setup

14·4 Logo + ginkgo leaf placement

14·5 AI-generation prompts (Nano Banana Pro · ready to fire)

Pinxin default generator = Nano Banana Pro (single SKU) / Nano Banana 2 (multi-SKU). NOT Flux, NOT GPT-Image-2 unless text-heavy.

Prompt 1 · Hero product (Asam Laksa paste jar)

Premium product photography. A single ~380g glass jar of Pinxin Vegan Asam Laksa paste, label visible.
The jar sits on a matte walnut tabletop, with a folded cream linen napkin to the left and a single brass spoon to the right.
Shot from 45-degree overhead angle, 85mm f/1.4, single 5200K daylight key from upper-back-left at 45 degrees.
Generous negative space, room for headline at top.
Px-Green wall backdrop slightly out of focus.
Steam rising softly from the open jar. Matte sheen, no plastic glossiness.
Warm-restaurant Lightroom: +5 warmth shadows, +12 contrast, -3 saturation, +8 grain.
Tatler editorial quality. Sentence case only on any label. No emojis. No bright red.
--ar 4:5 --style raw --quality premium

Prompt 2 · Family-meal lifestyle (5-pack bundle hero)

Lifestyle photograph. A Malaysian-Chinese family of 3 (mother 45 sentence-case, daughter 16, grandfather 70) seated at
a matte walnut dining table, sharing a Pinxin Vegan dinner. 5 unbranded frozen meals arranged on the table center plate-style:
Rendang Hericium, Sambal Tempeh, Vegan BKT, Asam Manis Fish, Black Vinegar Kelp.
Surface: matte walnut tabletop, Px-Green wall, cream linen napkins, brass utensils, two small clay bowls.
Lighting: 5200K daylight from window-left at golden hour.
Shot 50mm f/1.8 from 30 degrees above, slight 3/4 angle. Mother smiling warmly, looking at daughter.
Warm-restaurant post-process. NO bright pink, NO Instagram-saturated colors, NO Western-health-food clinical lighting.
Tatler editorial quality. --ar 16:9 --style raw

Prompt 3 · Wei Lin Loh founder portrait (for hero film cover image)

Editorial portrait. A 62-year-old Chinese-Malaysian Hokkien man (Wei Lin Loh, founder of Pinxin Vegan)
standing in front of a Px-Green-painted wall in a Penang kopitiam-style interior.
He holds a clay bowl of Asam Laksa with both hands at chest height.
Warm, weathered hands. Soft smile. Casual chef's apron over a clean cream linen shirt.
Lighting: warm tungsten 3500K key from upper-right + 5200K daylight fill from window-left.
Shot 85mm f/1.4 from 30-degree side angle, slight low-angle to convey heritage authority.
Background out of focus, slight visible matte teak shelving in BG with brass kitchen tools.
NO clinical lighting. NO grey backdrops. Warm-restaurant grade. Tatler editorial. --ar 4:5

Prompt 4 · CNY 2027 premium hamper (Founder's Edition)

Premium product photography. A wooden CNY hamper box with gold-foil-embossed "品馨 2027" calligraphy on lid (open box visible).
Inside: 4 Pinxin paste jars (Asam Laksa, Curry Mee, Har Mee, Green Tomyam), 1 sauce jar Sambal Chili, 1 cookbook by Wei Lin,
2 mandarin oranges, 1 small clay bowl, 1 brass spoon.
Surface: cream silk-textured ribbon, matte teak tabletop background.
Lighting: 5200K daylight + warm-tungsten secondary on gold-foil for emboss highlight.
Shot 50mm f/2.8, slight top-down 30-degree angle.
Generous negative space top for "RM188 - RM388 · Limited 200" overlay.
Tatler CNY editorial. NO red color, NO gold-glitter — use Px-Gold matte foil.
--ar 4:3 --style raw

Prompt 5 · Allium-free 9 Emperor Gods banner

Editorial composition. A simple cream-painted altar table with a single clay pot of Pinxin Vegan Hokkien Mee paste centered,
surrounded by 5 small ramekins of fresh herbs (ginger, scallion-replacement greens — wakame, microgreens, parsley).
On the side: a small temple-style brass incense holder with 1 stick of incense (unlit).
NO onion. NO garlic. NO allium of any kind in frame.
Background: Px-Green velvet curtain, slightly out of focus.
Lighting: 5200K daylight, soft.
Shot 85mm f/2.0 from 45-degree overhead.
Headline space top: "Allium-free. Pure-vegetarian. 9 Emperor Gods 2026."
Tatler editorial restraint. NO red, NO gold over-leaf, NO Buddhist-stereotype imagery.
--ar 16:9

14·6 Motion + animation principles

Principle	Spec	NEVER
Pacing	3-7 sec per beat. Pinxin is patient, not frenetic.	TikTok-style 0.5s cuts (Phuture's style — wrong for Pinxin)
Transition	Slow fade · cross-dissolve · subtle parallax	Glitch · scramble · stop-motion-comedy
Music	Acoustic guitar · gentle Hokkien folk · clay-flute	EDM · trap · K-pop · trendy TikTok loops
Text overlay	Shippori Mincho · Px Gold on Px Green · sentence case	Bright caps · meme-font Comic Sans · default Instagram sticker
Aspect	9:16 IG reel · 1:1 IG static · 16:9 FB/YouTube	2:3 (looks like Pinterest sub-grade)
Voiceover	Audrey or Wei Lin Loh (real) for hero films · Female calm 30-45 voice for product	AI-generated robot voice (use only for placeholder)

14·7 Composition rules