Case 04 · Email Design System
Localization at Scale
Making long Chinese emails easier to navigate.
I adapted Amazon’s global email guidance for Chinese seller communications. The guide specifies layouts for long copy, including navigation links and QR-code actions.
More information in each email
China seller emails had to carry more operational detail than the global layouts allowed for. We needed to keep that information accessible within the existing brand guidance.
I focused on how readers move through a long email: finding a relevant section, comparing details and reaching its action link.
Which rules needed a Chinese extension?
I kept the brand and accessibility requirements. Chinese typography and local contact options needed additional specifications.
Global requirements and local additions
Brand palette and recognisable cues · accessible colour contrast and clear hierarchy · left-aligned body copy and consistent CTAs · a repeatable review standard for every sender.
Microsoft YaHei for dependable Chinese rendering · tighter type and spacing rules for information-rich copy · anchor links, progress visuals and tables for fast scanning · QR codes and WeCom entry points beside web actions.
Type sizes and spacing
I used a left-aligned reading column with defined type sizes. Spacing groups supporting detail with its section, while anchors let readers jump to the information they need.
Flush-left copy makes long Chinese paragraphs easier to track.
20px headlines, 14px body and 12px notes keep priority visible.
Major actions are 30px apart. Supporting information sits 10px away.
Anchors, progress steps and illustrations reveal the email at a glance.
The CNGS email guide
Teams producing recurring emails needed a reference they could use during layout and review.
I combined global brand, Sky and Prime guidance in the CNGS email guide. It includes Chinese typography and layout specifications, with reusable components.
A review reference for email owners
Email owners and vendors use the same guide when preparing assets and discussing corrections.
Using the guide in production
One reference for creating and reviewing every CNGS email asset.
Approved headers, CTAs, QR modules, tables and content structures.
Reviewers can point to a type size, spacing rule or component example when requesting a change.
The specifications above show how the guide handles dense copy. Open the examples to inspect the layout and component rules.