# Style Contract: Primary Market Industry Research Report

## Reference Artifacts

- PDF1: TMT deep-dive report reference (21 pages, Style A)
- PDF2: Consumer sector research report reference (49 pages, Style B)

## Page Composition & Layout

### Style A (Deep Discussion / TMT Focus)
- **Margins**: Generous (~2.5cm all sides)
- **Header**: Institution logo (top-right), icon + institution name (bilingual) in small text
- **Footer**: None
- **Density**: Medium, opinion text dominates
- **First page**: Full title block (title, subtitle, author, date, QR code), followed immediately by executive summary in bordered paragraph block
- **Line spacing**: ~1.5x body text

### Style B (Traditional Sector / Consumer/Healthcare)
- **Margins**: Standard (~2cm all sides)
- **Header**: Report title centered at top, horizontal rule (thin black line) below — on ALL content pages including the first content page
- **Footer**: Page numbers (centered or right-aligned)
- **Density**: Higher, data and exhibits frequent
- **First page**: Cover with centered title only, institution logo centered below title, institution name + date centered at bottom
- **Second page**: Table of Contents (目录) with 3-level dot-leader hierarchy AND page numbers
- **Line spacing**: ~1.5x body text
- **Running header applies to**: All content pages starting after TOC, including pages with charts/tables

## Typography System (from PDF font extraction)

### Identified Font Families
- Style A fonts: SimSun (宋体), KaiTi (楷体), TimesNewRomanPS-BoldMT, TimesNewRomanPS-ItalicMT, Arial-BoldMT, DengXian-Light
- Style B fonts: STKaitiSC-Regular (华文楷体), KaiTi (楷体), TimesNewRomanPSMT, DengXian-Regular, Calibri

### Font Assignment by Style

#### Style A Typography
| Element | Font | Size | Weight | Color |
|---------|------|------|--------|-------|
| Cover title block | KaiTi | 22-26pt | Bold | Black |
| Chapter heading (e.g., "01 XXX") | KaiTi | 16-18pt | Bold | Dark red #8B0000 |
| Section heading | KaiTi | 14pt | Bold | Dark red #8B0000 |
| Body text | SimSun | 12pt | Regular | Black #000000 |
| Bold body emphasis | SimSun | 12pt | Bold | Black #000000 |
| Source citations | Times New Roman Italic | 10-11pt | Italic | Gray #666666 |
| English inline | Times New Roman | 12pt | Regular | Black |
| Institution header text | Arial Bold | 9-10pt | Bold | Black |

#### Style B Typography
| Element | Font | Size | Weight | Color |
|---------|------|------|--------|-------|
| Cover title | STKaitiSC-Regular / KaiTi | 20-24pt | Regular | Black |
| TOC title "目录" | STKaitiSC-Regular / KaiTi | 16pt | Regular | Black, wide char spacing |
| TOC entries | STKaitiSC-Regular / KaiTi | 11-12pt | Regular | Black |
| Chapter heading (e.g., "1 XXX") | KaiTi | 16-18pt | Bold | Black #000000 |
| Section heading (e.g., "1.1 XXX") | KaiTi | 14pt | Bold | Black #000000 |
| Subsection heading | KaiTi | 13pt | Bold | Black #000000 |
| Body text | STKaitiSC-Regular / KaiTi | 12pt | Regular | Black #000000 |
| Figure/Table caption | STKaitiSC-Regular / KaiTi | 11pt | Regular | Black |
| Source text below exhibits | STKaitiSC-Regular / KaiTi | 10pt | Regular | Gray #666666 |
| Header text (running) | KaiTi | 10pt | Regular | Black |
| Chart labels | DengXian / Calibri | 9-10pt | Regular | Black |

### Font Character Notes
- Serif tone: formal, authoritative
- KaiTi headings give a calligraphic, distinctive institutional feel
- Mixed-language content: technical terms preserved in original script
- Style B uses STKaitiSC-Regular (a close variant of KaiTi) for both headings and body, creating a unified typographic identity

## Color Palette

### Style A Colors
| Element | Color | Hex |
|---------|-------|-----|
| Background | White | #FFFFFF |
| Body text | Black | #000000 |
| Chapter/section headings | Dark red | #8B0000 |
| Header institution text | Black | #000000 |
| Table borders | Light gray | #CCCCCC |
| Source text | Gray | #666666 |
| Quote/highlight box background | Light gray | #F5F5F5 |
| Chart accent colors | Blue, green, teal, orange | varies |

### Style B Colors
| Element | Color | Hex |
|---------|-------|-----|
| Background | White | #FFFFFF |
| Body text | Black | #000000 |
| All headings | Black | #000000 |
| Table borders | Black | #000000 |
| Header rule | Black | #000000 |
| Source text | Gray | #666666 |
| Chart colors | Teal, green, gray, blue | varies |

**CRITICAL**: Do NOT use dark navy, dark panel backgrounds, gradient fills, or modern corporate color schemes. Both references use white backgrounds with minimal color.

## Visual Treatment of Exhibits

### Tables — Style A
- Light borders, clean look
- Benchmark comparison tables for data-driven analysis
- Caption above: "表 N XXX"
- Source below: "数据来源：xxx"

### Tables — Style B (EXTREMELY IMPORTANT)
- **NO vertical borders** between columns
- **Top border**: thick black line across entire table
- **Header row**: separated by thin horizontal lines above and below
- **Data rows**: thin horizontal lines between rows
- **Bottom border**: thick black line across entire table
- **NO background color** in header or data cells (white throughout)
- Caption above table: "表 N XXX"
- Source note below table: "数据来源：xxx" or "资料来源：xxx"
- Font: same as body text (Kaiti/STKaitiSC), slightly smaller for cell content
- Text alignment: left-aligned for text columns, center for numeric columns

### Charts — Style A
- **Native charts** as primary visual medium, not screenshots
- **Bar charts**: Grouped or stacked for market sizing, revenue breakdown, competitive comparison; clean axes, no 3D
- **Line charts**: For growth trends, adoption curves, technology performance evolution over time
- **Pie/donut charts**: For market share, revenue mix, user segmentation
- **Radar/spider charts**: For multi-dimensional technology or product capability comparison
- **Waterfall charts**: For revenue bridge, cost structure decomposition
- **Timeline/roadmap diagrams**: For technology evolution, product launch cadence, regulatory milestones
- **Architecture/flow diagrams**: For technology stacks, value chains, platform ecosystem mapping
- **Benchmark tables**: Primarily for AI/model research — model performance comparison (accuracy, latency, cost, parameter count); styled as data tables with bold header row
- Caption format: "图 N [Description]" below chart
- Source note: "数据来源：xxx" below caption
- Color palette: Blue (#4A90D9), teal (#2E8B8B), orange (#E8913A), green (#5BA55B), gray (#808080) — muted institutional tones, NOT bright vibrant colors
- Chart density: 1-2 exhibits every 2-3 pages (more than pure text, fewer than Style B)

### Charts — Style B
- Pie charts, bar charts, line charts with clean institutional palette
- **Caption format**: "图 N XXX" positioned above the chart
- **Source note**: below chart: "数据来源：xxx"
- Chart style: Clean, minimal gridlines, percentage labels on segments
- Color palette for charts: teal/green/gray/blue tones (NOT bright vibrant colors)
- Figures may appear side-by-side (two charts on one row) with shared caption format
- Industry chain diagrams: colored rectangular boxes with connecting arrows

### External Visual Content (Style A only)
- When referencing external product UI or interfaces, use descriptive diagrams or annotated illustrations rather than screenshots
- Captions below visual content
- Red-box highlights for emphasis where applicable

## Cover Page Design (CRITICAL)

### Style A Cover
1. **White background** — no colored panels, no gradients
2. **Institution logo area** (top-right corner):
   - Icon + institution name (primary language) + institution name (secondary language) below
3. **Title block** (left to center):
   - Main title line 1: "[Report Title]" in bold KaiTi, black
   - Main title line 2: "[Subtitle]" in bold KaiTi, black
   - Thin horizontal accent line (dark red) below title
4. **Author line**: "Cr.: [Author Name]" below title block
5. **Date line**: "Date: YYYY-Mon" below author
6. **QR code** (right side area, below logo)

### Style B Cover
1. **White background** — absolutely minimal, no decorative elements
2. **Full title**: centered horizontally, KaiTi font, large size (20-24pt)
   - May span two lines for long titles
3. **Institution logo**: centered below title, small-to-medium size
4. **Institution name**: e.g., "[机构名称]研究院" — centered, smaller font, below logo
5. **Date**: e.g., "2023.12" — centered, bottom area of page
6. **No decorative lines, borders, or background colors**

## Header/Footer Rules (CRITICAL for Style B)

### Style A
- Header: institution logo + institution name bilingual (top-right), small, on ALL pages
- Footer: none (no page numbers)

### Style B
- **Header**: report title (e.g., "[报告标题]") centered at top, small KaiTi font
- **Horizontal rule**: thin black line below the header text, full page width
- **Footer**: page numbers centered or right-aligned
- **Applies to**: ALL content pages starting after TOC
- **Table of Contents pages**: header+rule should also appear; cover page has NO header

## Layout Density & Rhythm

- **Style A**: Paragraph-heavy, 2-4 paragraph groups per page, exhibits every 3-4 pages
- **Style B**: Dense, exhibits on nearly every page, text wraps around charts, tables frequent
- **Line spacing**: 1.5x body, 1.2x headings
- **Paragraph spacing**: ~0.5em after paragraph
- **Section break**: Extra vertical space (~1em) before chapter headings
- **TOC formatting**: 3 indentation levels for 1 / 1.1 / 1.1.1; dot-leaders connecting title to page number; page number right-aligned

## Brand/Publisher Identity

- **Style A**: Red icon logo + bilingual institution name in header (top-right)
- **Style B**: Institution logo centered on cover page; institution name in header text area
- The institution name should appear consistently in headers or cover page
- Match the publisher identity style of the chosen reference style