1. Design of main pictures and auxiliary pictures
Display products from multiple angles
When uploading product pictures, the first picture is the main picture, and the main picture is the main picture. The function is to comprehensively display the product. Several pictures behind the main picture are auxiliary pictures. The auxiliary pictures can show the side, back, details, functions, packaging, accessories and other necessary information that customers need to know about the product. Sellers usually upload 6 pictures, each picture should show a certain aspect of the product, so that customers can have a comprehensive understanding of the product information through these pictures.
The style of the main image should be consistent
When customers have not opened the product details page, they can only see the main image of the product. Therefore, sellers should take into account the style of the store when choosing the main image. , the style of the main image of the selected product should be consistent.
▲The main body should be placed at the same angle
When placing the main body, it can be placed sideways or rotated at a certain angle. Note that the main body placement angles of all main images should be consistent.
▲The main body of the product in the photo occupies the same area
The main body of the product in the photo should account for 70%~85% of the entire area of the main image. The main image of the product in the same store , it is recommended that all main images keep the area occupied by the main body consistent.
▲The background style is consistent
In order to show their style, fashion products usually choose to be shot in the scene. If you need to shoot in a scene, you should pay attention when arranging the scene. Both the color and structure should be kept as neat as possible. Noisy scenes will affect the prominence of the subject. The scenes selected for different products should maintain a consistent style, such as all street scenes or all studio shots.
▲The model style should be consistent
It is best to unify the three ways of displaying products: real models, dummy models, and no models. Most of the main images use real models, and only one product is shot flat, which destroys the overall unity.
▲The direction of the main light source is consistent
When photographing products, there will be one main light source and several other auxiliary light sources. The main light source is used to illuminate the entire subject. The direction of the main light source Generally on the front or the side at an angle of about 30°. When shooting, the main light source should also be placed in the same position.
The following lists some common mistakes in main image design.
The main body is not prominent. These include the background color being too close to the color of the product, the background environment being cluttered causing the subject to not stand out, and too many accessories causing the subject not to stand out.
The body is too small or not centered. If the subject in the photo occupies less than 70% of the entire image, or is not located in the middle of the image, it is an unsatisfactory main image
The product features are not outstanding. The main problem is the placement angle or shooting angle, which makes it difficult to identify the products.
2. Specifications for main images and auxiliary images
(1) Specifications for the use of main images and auxiliary images on AliExpress
The ratio of horizontal to vertical is 1 :1~1:1.3, the side length is greater than 800 pixels, and the proportions of all main images and auxiliary images are consistent.
Images must be in JPG or JPEG format within 5MB.
The main body of the product in the photo accounts for more than 70% of the total area of the image.
The picture must have no borders and no watermarks
If a logo is to be placed, it must be placed in the upper left corner of the picture.
It is allowed to use the main image with a background, but when signing up to participate in platform activities, the main image is usually required to have a pure white background.
There are 6 main pictures and auxiliary pictures in total. 2) AliExpress marketing picture
The marketing picture is an additional seventh picture, which will be displayed on the List page and recommend the more to love module, which can effectively improve the conversion rate of the main picture.
Marketing images are long images, requiring a width to height ratio of 3:4, and a recommended size of 750 pixels x 1000 pixels.
The product is required to be a real picture.
Puzzles are not allowed, watermarks and promotional copy are not allowed.
(3) Amazon image size specifications
The longest side of the image must be at least 1000 pixels and the shortest side must be at least 500 pixels. When any side of the image is larger than 1000 pixels, the image can have an image. Magnification function.
The best visual effect can be achieved when the horizontal and vertical ratio of the image is 1:1.3.
It is recommended to use JPEG image format, but TIFF and GIF formats are also acceptable.
It is recommended that the size and proportion of the main image and the auxiliary image be consistent.
(4) Amazon product main image specifications
The background of the main image must be pure white, and the RGB value of pure white is (255,255,255).
The product area in the photo must account for at least 85% of the entire main image area.
Logos and watermarks cannot be placed on the main image.
Accessories that are not included in the transaction order cannot appear.
The subject must be a photo of the actual object, not a hand-drawn drawing.
(5)Amazon product auxiliary image specifications
The auxiliary image should show different sides of the product and is a supplementary explanation to the main image.
Logos and watermarks cannot be placed on auxiliary images.
Pictures with backgrounds are allowed for auxiliary images.
Up to 8 auxiliary pictures can be added.
Posters
1. Size
Common poster widths are 960 pixels, 1200 pixels, and 1920 pixels. A poster with a width of 1920 pixels can achieve a full-screen poster effect. The height is generally recommended to be 400~600 pixels.
Full-screen posters are effective, but they cannot be fully displayed when the computer screen is small. Only the middle part can be displayed. Therefore, when designing a full-screen poster, be sure to place the main body of the product and the copy in the middle 1200 pixels within the width to ensure that all users can see the poster content regardless of monitor sizes.
When the product image is clear enough, you can design a large-size poster; when the product image is not clear enough, it is recommended to create a small-size poster to avoid poor results.
2. Composition
There are two simple methods for picture composition: thirds composition method and nine-square composition method. The composition method of thirds is usually used in horizontal pictures, dividing the horizontal direction into three equal parts, and placing the subject in one third. The nine-square grid composition method is to divide the picture evenly into nine small grids, and place the subject at the focus of the four lines.
3. Text layout
The copywriting of posters generally includes three parts: main title, subtitle and explanatory text. The font and size of the main title should be clearly different from those of other words. It is better to use a large font size for the main title and a small font size for other words. Large font size can enable customers to see the title content quickly and accurately. The staggered layout of large and small font sizes can create a sense of hierarchy visually.
Alignment between text is very important. Whether it is left-aligned, right-aligned, or centered, a small gap will affect the overall appearance.
4. Express the theme
There are many types of posters, such as holiday posters, product posters, promotional posters, brand posters, etc. Posters to create a festive atmosphere.
5. Color coordination
Choose the main color of the product as the main color of the overall picture, which can effectively maintain the overall color coordination of the picture. If a product has multiple colors, one of the colors is usually selected as the main color when promoting. This can make the main color of the advertising image consistent with the color of the main product, highlight the uniqueness of the product through color, and deepen the customer’s impression.
The color selection method is to use the color selection tool to select the color of the model’s hair when making the picture, and then fine-tune it to become the theme text color.
6. Action button
Designing an obvious action button at the appropriate location can increase the click-through rate.
Video Marketing
1. Video placement
Now is the bonus period for short video traffic. Research results from authoritative American institutions show that videos can increase by up to 80% sales conversion rate. All major e-commerce platforms have launched video marketing functions one after another. Videos can be main image videos, details page videos, or customer comment area videos. The requirements for uploading the main image video on the AliExpress platform are that the duration should be within 30 seconds, the file size should be within 2GB, and formats such as AVI, 3GP, MOV, etc. are supported. It is recommended that the aspect ratio of the image be consistent with that of the product image; The requirements for the video on the details page are that the duration should not exceed 4 minutes and the aspect ratio should be 16:9.
2. Video content planning
(1) How to use products
This type of video is suitable for most products, and can be used for common daily necessities. Expression method, content that can be displayed includes usage steps, installation methods, washing methods, usage scenarios, etc. For example, if the product is a portable baby stroller, the video content should show how to quickly unfold and fold it, and reflect the lightweight characteristics of the baby stroller through objective methods (such as weighing) and subjective methods (such as mother’s hand carry).
(2) Product functions and materials
Highly functional products can more effectively reflect their functional characteristics through videos. For example, a multi-functional cosmetic bag. In the video, the cosmetic bag is opened layer by layer to show the functions of each layer and explain what can be placed.
(3) Unboxing display video
High-tech products often use unboxing display methods. This type of video is very popular on video websites such as YouTube and is a favorite among “tech fans” type of video. At the beginning of the video, a sealed box with complete packaging is shown, and then the packaging is opened layer by layer, and the goods inside are taken out and displayed one by one in front of the camera.
(4) All-round detailed display of products
This type of display method is usually used for products with inconspicuous functionality, which is common in clothing, accessories, food, etc. Videos will shoot products from different angles, including the details, materials, touch, etc. of the products. Compared with traditional static pictures, videos can better express the texture of clothing or the deliciousness of food.
(5) Creative content
The above types of videos are the most common ways of displaying products. In addition, more creative display methods can also be used. For example, in order to attract people’s attention, a certain blender brand put a certain brand of mobile phone into the brand’s blender, and the blender instantly crushed the mobile phone to reflect the high efficiency of the blender’s grinding function.
There are a few points to note when planning video content.
Don’t over-market. The purpose of video marketing is to show the best side of the product to consumers, but excessive marketing will cause an increase in the return rate and a decrease in the overall score of the product, which is a kind of harm to the product. Note that when promoting, avoid using top-level format words such as most popular and best seller. Such words violate the provisions of advertising laws.
Focus on the first 15 seconds. People’s patience is limited. If your video is not particularly interesting, few people will be able to watch the entire video, so the important selling points must be placed first.
The picture quality is clear and the details are displayed. When photographing product details, you can use a short focal length to shoot closely to reflect the texture of the material. The texture and appearance of the product directly reflect the quality of the product.
3. Video production method
The hardware equipment required for shooting video includes shooting equipment (mobile phone or SLR camera), lighting, and shooting stabilizer. The prices of shooting equipment with different functions vary greatly, and sellers can choose according to their own requirements for video quality.
Video editing software requires Adobe After Effects (AE for short) and Adobe Premiere (PR for short). AE is mainly used to create special effects, and PR is mainly used to edit and export videos. When making a video introducing a product, it is recommended to use as few special effects as possible to restore the product as realistically as possible.
After the hardware and software are ready, you still need to learn lighting, placing products, arranging scenes, selecting models, etc., which will not be described here.