Product Description Visuals: Best Practices Explained
Product Description Visuals: Best Practices Explained
Learn the art of merging visuals with copy to create product descriptions that resonate with customers and boost your ecommerce sales.
A few years ago, I worked with an Osaka-based producer of traditional Japanese futon floor mattresses and tatami mats. Their original English ecommerce site, built by a local agency, used stiff, unnatural stock photography cluttered with text and graphic overlays. This made it difficult for potential customers to fully appreciate the appeal of their premium products.
After discussing the issues, they allowed me to step in. I organized shoots with models experienced in posing naturally with products and collaborated with a photographer skilled in creating lifestyle shots that showcased the products effectively. I also suggested simplifying the text overlays with shorter, clearer copy.
The result was a combination of imagery and messaging that resonated with their target audience—affluent US consumers seeking better sleep, relief from back pain, and space-saving solutions. Sales increased, and customers felt more confident recommending the brand to others.
Words and pictures are powerful, but together, they create magic. Effective product pages combine engaging text with striking images to tell a compelling story and deliver a stronger message that resonates with customers. Keep reading to learn how to use this combination to grab attention and encourage your site visitors to stay longer, explore more, connect with your brand, and remember it better.
Combining Visuals and Copy for Maximum Effect
1. Adapt to the Buyer's Journey
The copy used in the visual elements of ads is meant to grab attention and drive clicks to your product details page. Once there, the role of copy used in images changes to informing, reassuring, and persuading the customer to buy. When writing copy for product description visuals, put yourself in the buyer's shoes and speak to their needs at this stage of their journey.
For example, Jeffree Star Cosmetics, a highly successful D2C ecommerce brand, has an "espresso shot" collection of products. Instead of saying that they are "Designed to refresh your skin," they show their founder modeling using one of the items along with characteristically brash copy that says, "Wake Your Ass Up," instantly sparking curiosity.
In contrast, on their product details pages, their visuals and descriptions lean towards being straightforward and informational.
2. Stay True to Your Brand Voice
Your brand needs to convey a consistent personality and voice across all touchpoints. This includes the tone and style of imagery, writing, colors, and fonts used — whether it's your social media, newsletter, website top page, or product descriptions. Look at the top D2C ecommerce brands, and you'll see that they have a distinct way of presenting things everywhere they appear.
3. Create Impactful Text Overlays
When placing text over images, readability is key. Use font colors that stand out; if the image is busy, add a semi-transparent overlay behind the text. Keep the message brief and concise. Test your images and copy to ensure they are clear and easy to understand, even on a small smartphone screen.
4. Ensure Accessibility
Use large, readable fonts and high-contrast colors. Avoid overly decorative fonts, and always include alt text for images. Designing with accessibility in mind ensures your content is usable for everyone, including those with disabilities.
Legal and Ethical Considerations
1. Accurate Representations
Don't use images or copy that exaggerates what your product can do. For example, if you're selling a small speaker, don't show it filling a stadium with sound. The key is to avoid anything that might lead to disappointed customers and harm your reputation. Always strive for accuracy to build trust.
2. Compliance with Regulations
Different countries have laws about advertising and marketing. In the US, the Federal Trade Commission (FTC) has guidelines that cover truth in advertising and endorsements. Familiarize yourself with these regulations to avoid legal issues. Following the rules keeps you out of trouble and helps build credibility with your audience.
Collaborating with Graphic Designers
Working with designers is a team effort. Share your ideas clearly and provide examples of styles you like. Explain how you see the visuals and copy working together. Stay open to their suggestions—they’re experts in visual communication and can offer valuable insights.
When reviewing designs, be specific about what you like and what changes will help achieve your goals. Instead of saying, "I don't like this image," try, "A brighter image might better capture the mood we're going for."
Be thoughtful with your feedback. Rather than saying, "This looks like something we could have made ourselves with AI," you might say, "We’re aiming for something that feels more authentic and relevant to our audience." Good communication leads to better results and a smoother process. Keep in mind that revisions take time, so plan your schedule accordingly.
Designers must also consider technical factors like file sizes, load times, and screen resolutions. These limitations may make some ideas unpractical. Be flexible and adjust your copy or concepts to fit within the design constraints. This helps keep the project moving forward.
Key Takeaways
Use Better Visuals: High-quality, natural photos with minimal design will improve conversions by helping customers better understand your products. Match your visuals to your brand's tone and keep everything consistent across platforms.
Combine Copy and Visuals: Use images and text together to create a stronger message and keep users engaged. Keep headlines short and exciting, add useful captions, and ensure clear and readable text overlays.
Ensure Accessibility and Compliance: Ensure text is readable with good contrast and include alt text for images. Use realistic images and follow advertising guidelines to avoid misunderstandings and legal issues.
Keep Improving: Communicate your vision clearly, stay flexible, and be open to feedback. Monitor your results and constantly look for ways to refine your approach.