The main picture is the traffic entrance of a product and plays a vital role in attracting traffic. A good main picture can save a lot of money and energy for store operations. Many sellers have found that the display volume of store products is large, but the number of clicks is small. This is mainly because the main picture lacks creativity. In order for the store to present the selling points of the product in the limited space of the main picture, it must make full use of the design skills of the main picture.
1) Differentiation of the main picture
In order for a main picture to stand out, it must be different and creative from the main pictures of competitors. The purpose of differentiation is to attract consumers’ clicks. It is not advisable to be bland or particularly “out of the ordinary”. For example, a seller who specializes in treating onychomycosis makes the picture very disgusting to highlight the horror of this disease, which will directly cause most users to feel disgusted.
There are many ways to express differentiation, such as models, selling points, scenes, vision, background, matching combinations, etc. These methods can be mixed, but they must be beautiful and non-conflicting, and can highlight what you want to express. The unique anchor may get a new product label, and the platform will also give more traffic support accordingly. The main picture should be able to directly reflect the functions and performance of the product, so that consumers will be attracted at first sight. Figure 7.17 shows the feature of the hook’s “super stickiness”, and Figure 7.18 shows the feature of the hook’s “super load-bearing”.
For products with clear specifications and models, such as household appliances and furniture, these products have many similarities in terms of function, so the main picture should show the functions that are different from similar products. If there is an advantage in price, it should also be reflected, because the price
2) Simplify the copy.
The product should look good and comfortable on the model. The height will also affect sales. For products such as clothing, shoes and boots, the selling point of the main picture lies in the style, so work on the texture of the picture.
It is necessary to match the main picture with appropriate copy, but the content of the copy should not be too much and should be concise. In terms of highlighting the selling points, we should magnify the selling points that are most popular with consumers or have advantages. It is basically enough to clearly express a core selling point.
The information that the product wants to convey to consumers most. In addition to product advantages, text content can also be discount information or free shipping information, etc. It is best to express it with the least amount of text.
3) Rationalization of layout
Position sinking to the bottom. This is the most common and convenient layout method. This type of layout method for text information generally does not destroy the integrity of the picture. It is simple but not simplistic. Text information needs to be coordinated with the background color, with changes in points, lines, and surfaces. If the text exceeds two lines, it should be left-aligned, right-aligned, or middle-aligned. The principle is not to disrupt the picture and cause reading difficulties.
Left and right positions. This is also a more common layout method. The text is biased to the left or right. Usually, the text is arranged vertically. The text information needs to be clearly divided into primary and secondary. The color should be monochrome or two colors as much as possible. The font should not exceed two types. The simpler the text, the better.
Middle position. This type of layout method is generally rarely used because it has certain requirements for product layout and can easily destroy the integrity of product browsing. If this type of layout method is to be applied, the text information is generally less, concise and to the point, and the purpose can be achieved.