Links and Carets in Promotions

Links and Carets are an alternative options for CTAs within a promotion. See also Buttons vs Links vs Carets in Promotions

Also known as: Links, CTA, Carets

Production Examples

The following have been vetted to work with promotions of any kind. In addition, the following rules also apply to Links used as UI Elements. For addition Link information and research please visit our UI Link page.

Desktop/Tablet/Mobile

An example of links in an image-based promotion.

An example of links in an image-based promotion.

An example of links in a visual navigation.

An example of links in a product row.

An example of an image-based hero that uses a caret in the CTA

An example of an image-based banner that uses a caret in the CTA

When Do I Use This?

Use links when:
  • A CTA is under 28 characters
  • For CTAs only

Use carets when:
  • In image-only banners and heroes
  • For CTAs only
Similar topics

ADA Compliance

CTA Text and Text links must comply to AA color contrast and text size accessibility compliance guidelines. More details about those guidelines can be found here.

Design Specs

For Links:

  1. If the link text is HTML based, it is to be Open Sans, Semibold in #005ccc for Sears or #800d0d for Kmart with an underline upon hovering.
  2. If the link text is image based, it is to be Open Sans, Semibold, 18px. The text color can be #005ccc for Sears and #800d0d for Kmart or can be an ADA-compliant brand color. If an ADA-compliant brand color is chosen, the link must be underlined.


Not pictured:
  • The character limit is no more than 26 characters and the CTA is sentence case with capitalization for proper nouns (unless a style guide rules against it- ex: Apparel).
  • HTML links are standardized in ASAP components.

For Carets:

  1. Text is Open Sans or Gotham for Sears and Opens Sans or PT Sans for Kmart. Text color must be ADA-compliant and be a Sears/Kmart brand color.
  2. Caret must match text color and have same x-height as the text.


Not pictured:
  • The CTA is sentence case.

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