Chapter 05
§5Creative specifications
Design once at 1080×1920, crop down. Every dimension, safe zone and format target every campus needs.
5.1
Master spec sheet
| Placement | Dimensions | Ratio | Format | Target max | Notes |
|---|---|---|---|---|---|
| Instagram · Feed vertical (preferred) | 1080×1350 | 4:5 | JPG/PNG | 10 MB | Default for all feed images |
| Instagram · Feed square | 1080×1080 | 1:1 | JPG/PNG | 10 MB | Only when composition demands |
| Instagram · Carousel | 1080×1350 | 4:5 | JPG/PNG | 10 MB/card | 3–10 cards; consistent ratio |
| Instagram · Reels | 1080×1920 | 9:16 | MP4 (H.264+AAC) | 500 MB | 250px safe zone top & bottom |
| Instagram · Reel cover | 1080×1920 | 9:16 | JPG/PNG | — | Crops to 4:5 feed / 3:4 grid — centre text |
| Instagram · Stories | 1080×1920 | 9:16 | JPG/MP4 | — | 250px safe zone top & bottom |
| Instagram · Profile photo | 320×320 | 1:1 | PNG | — | Upload at 320+ |
| Facebook · Feed vertical | 1080×1350 | 4:5 | JPG/PNG | 10 MB | — |
| Facebook · Feed square | 1080×1080 | 1:1 | JPG/PNG | 10 MB | — |
| Facebook · Stories / Reels | 1080×1920 | 9:16 | JPG/MP4 | — | — |
| Facebook · Page cover | 1640×924 | 16:9 | PNG | — | Keep content in centre 60% — desktop/mobile crop differently |
| Facebook · Profile photo | 320×320 | 1:1 | PNG | — | Displays 176px desktop / 196px mobile |
| Facebook · Event cover | 1920×1005 | ~1.91:1 | JPG/PNG | — | — |
| YouTube · Thumbnail | 1280×720 | 16:9 | JPG/PNG | 2 MB | 4–5 words maximum |
| YouTube · Video | 1920×1080 | 16:9 | MP4 | — | — |
| YouTube · Shorts | 1080×1920 | 9:16 | MP4 | — | Up to 3 min (60s w/ licensed music); 30–45s ideal |
| YouTube · Channel banner | 2560×1440 | 16:9 | JPG/PNG | 6 MB | Safe area 1546×423 |
| Google Business · Logo | 720×720 | 1:1 | JPG/PNG | 5 MB | Must read at 250×250 |
| Google Business · Cover | 1080×608 | 16:9 | JPG/PNG | 5 MB | — |
| Google Business · Post image | 1200×900 | 4:3 | JPG/PNG | 5 MB | — |
| LinkedIn · Feed landscape | 1200×628 | 1.91:1 | JPG/PNG | — | — |
| LinkedIn · Feed square | 1200×1200 | 1:1 | JPG/PNG | — | — |
| LinkedIn · Feed vertical | 720×900 | 4:5 | JPG/PNG | — | Mobile only |
| LinkedIn · Page cover | 4200×700 (renders 1128×191) | ~5.9:1 | JPG/PNG | — | Company Page spec; 1584×396 is personal — don't confuse |
| LinkedIn · Page logo | 300×300 | 1:1 | PNG | — | — |
| WhatsApp · Channel post | 1080×1920 or 1080×1080 | 9:16 / 1:1 | JPG/MP4 | 16 MB video | Text under 300 chars |
Target max sizes are Jaipuria working ceilings — the platforms allow more. Under-ceiling keeps upload times sane on campus wifi and avoids aggressive re-compression.
5.2
Universal rules
- Design once at 1080×1920, crop down. Build the master vertical, then export 4:5 and 1:1 from it. Never upscale.
- sRGB colour profile. Always. CMYK exports turn muddy on every platform.
- JPEG quality 80%. Above that you’re wasting bandwidth; below that you’re visibly degrading.
- Text safe zones: 250px from top and bottom on all 9:16 placements. Top ~14% is username/timestamp UI; bottom ~21% is action buttons and caption.
- Video: H.264 + AAC, 30fps, 1080p. Target under 100 MB for a 30s Reel.
- Captions burned into every video. 85% of feed video is watched on mute. If your Reel doesn’t work silent, it doesn’t work.
File naming convention
JAI_[City]_[YYYYMMDD]_[Pillar]_[Placement]_v[N].jpg
e.g. JAI_Bhiwadi_20260715_Learning_Reel_v2.mp4
5.3
Accessibility
- Text contrast minimum 4.5:1 against its background.
- Alt text on every image post — one sentence describing what’s shown.
- Burned-in captions on all video, plus the platform’s auto-caption enabled as backup.
- No information conveyed by colour alone.