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Facebook Posting & Ad Image System

Scroll-interruption design system for Facebook organic posts and paid ads

1. Facebook First Principles (Non-Negotiable)

Facebook is a Scroll-Interruption Platform.

Users are in passive consumption mode. Design must interrupt scrolling within 1.2 seconds.

Core Laws:

  • • Bold contrast > subtle aesthetics
  • • Immediate value > storytelling
  • • Decision triggers > education
  • • Action > brand building

✗ NOT a poster

✗ NOT a brochure

✓ IS a scroll-stoppable decision trigger

2. Facebook Locked Dimensions (No Exceptions)

Use CaseDimensionsRatio
Feed Ad (Square)1080 × 10801:1
Feed Ad (Portrait – Best Reach)1080 × 13504:5
Story Ad1080 × 19209:16

🚨 Rules:

  • • Design in final ratio only
  • • No resizing after design
  • • No auto-crop tools

3. Facebook Image Placement Law (Mandatory)

  • •Image must occupy 40–60% minimum
  • •Text must live in clear zones
  • •Never place text on busy image areas
  • •Emotional image → minimal text
  • •Informational image → controlled text
  • •No floating or random text placement

4. Facebook Scanning Behavior (Z vs F)

Z-Pattern

Use for:

  • • E-commerce
  • • Flash sales
  • • Retargeting
  • • Urgency

F-Pattern

Use for:

  • • Lead gen
  • • Education
  • • Authority
  • • Trust building

Rule: If decision is fast → Z. If trust is required → F.

5. Facebook Organic Post Wireframes (Layout Only)

🟦 WIREFRAME O — VISUAL-FIRST ORGANIC POST

Canvas: 1080×1350 (4:5)

[ IMAGE — 60% ]

Human / product / situation

[ HEADLINE — 20% ]

Big insight (≤6 words)

[ SUPPORT LINE — 10% ]

1 short clarification

[ BRAND / SOFT CTA — 10% ]

Follow / Learn More

Use for:

• Awareness • Education • Brand recall

🟦 WIREFRAME 1 — AUTHORITY / KNOWLEDGE POST (F-PATTERN)

[ HEADLINE — 15% ]

Problem or insight

[ IMAGE — 25% ]

Founder / expert / context

[ CONTENT STACK — 40% ]

• Point 1
• Point 2
• Point 3

[ CTA — 20% ]

Read More / Learn More

🟦 WIREFRAME 2 — BLOG / LINK SHARE POST (1200×628)

[ IMAGE / CONCEPT — 60% ]

[ BLOG TITLE — 25% ]

[ BRAND + URL — 15% ]

Rules:

  • • No CTA buttons
  • • Image supports headline only
  • • No heavy overlays

🟦 WIREFRAME 3 — COMMUNITY / EVENT POST

[ EVENT IMAGE — 45% ]

[ EVENT NAME — 25% ]

[ DATE / TIME / LOCATION — 20% ]

[ SOFT CTA — 10% ]

6. Facebook Paid Ad Wireframes (Strict)

🔴 WIREFRAME 4A — CONVERSION AD (Z-PATTERN)

1HOOK (Top-Left)

≤5 words

2OFFER (Top-Right)

Value statement

3PRODUCT / PERSON IMAGE (Center)
4BENEFITS (Bottom-Left)

2-3 bullets

5CTA BUTTON (Bottom-Right)
Shop Now

Use for:

Sales • Offers • High urgency

🔴 WIREFRAME 4B — RETARGETING AD (Z-PATTERN)

1Reminder
2Urgency
3Product Image
4Social Proof
5CTA

🔵 WIREFRAME 5A — LEAD FORM AD (F-PATTERN)

1. Problem headline

2. Visual context

3. Benefits list

4. Trust / proof

5. CTA

🔵 WIREFRAME 5B — AUTHORITY / EDUCATION AD (F-PATTERN)

1. Teaching headline

2. Expert image

3. Numbered insights

4. Credentials

5. Learn More CTA

7. Facebook Carousel System

Slide Structure:

1. Hook

2. Problem

3. Solution

4. Benefits

5. Proof

6. CTA

Rules:

  • • One idea per slide
  • • Max 6–8 slides
  • • Same layout rhythm

8. Facebook Video Thumbnail / Cover Frame

LEFT 60%
FACE / EMOTION

RIGHT 40%
2–4 WORD TEXT

Rules:

  • • Face looks toward text
  • • No sentences
  • • No CTA buttons

9. Facebook E-Commerce / Collection Ad

[ PRODUCT IMAGE — 50% ]

[ OFFER — 15% ]

[ PRICE / PROOF — 15% ]

[ CTA — 20% ]

10. Quick Wireframe Selector

GoalUse
AwarenessVisual-First Organic
AuthorityF-Pattern Post
Product SalesZ-Pattern Conversion
RetargetingZ-Pattern Reminder
Lead GenF-Pattern Lead Ad
Multiple messagesCarousel
Video adsThumbnail Frame

11. Facebook Design Rules (Strict)

Typography

  • • No script fonts
  • • No decorative fonts
  • • No paragraphs in image
  • • Mobile readable only

Color

  • • High contrast only
  • • CTA strongest color
  • • Avoid pastel / dull tones

Branding

  • • Logo ≤ 8%
  • • No watermark style
  • • Subtle only

12. Compliance & Psychology

Do NOT:

  • • Imply personal attributes
  • • Claim guaranteed results
  • • Diagnose health or income

Always:

  • • Use neutral framing
  • • Indirect emotional appeal

13. Execution Checklist (Mandatory)

Correct dimensions
One offer only
Clear headline
CTA in bottom 15%
High contrast
Mobile tested
No banned words
Wireframe followed

If any fail → Redesign required

14. Common Facebook Failure Patterns

❌ Designing like Instagram

❌ Too much creativity, low clarity

❌ Tiny CTA

❌ Overbranding

❌ Long sentences

❌ Low contrast

❌ No clear offer

15. Real Examples Placeholder

Real Facebook Examples

(Must map 1:1 to wireframes above)

Examples will be added after internal review

Final Quality Bar

This page must:

  • • Remove all guesswork
  • • Make execution mechanical
  • • Prevent platform confusion
  • • Enforce consistency at scale

This is design law, not advice.