design analyze & product shooting.ppt

1、E-content UpgradeAgendal Product image upgrade l Design & copywriting Analysis - what makes a good Landing Page - Current problem of SFG landing pagel Design Guidance - Tip Sharing: How to Improve Landing Page Designl Copywriting Guidance - Tip Sharing: How to Improve Landing Page Copywriting SFGPro

2、duct ShootingRegular 5 dimension images Front Side Back Bottleneck ContentRegular 5 dimension images Front Back Bar Side(upward view) Bar with packUse ingredient element, icons, and selling points to leverage benefits/value claims in product image.Special Product imagesProduct ShootingGuidanceLighti

3、ngDetailsReflectionExposureTextureWord processing TransparencyContrast ratio Environmental colorLighting：Combine different lighting methods，add proper luster and layers to image Details：Add depth and texture to image to improve power of expressionContrast ratioContrast ratio：Add visual depth and tex

4、ture by contrast ratio adjustmentWord processing：Make the word on product clear and easily recognizable through Color saturation adjustmentShadow & reflection：Real & proper shadow & reflection effect Exposure：Proper exposure improves definition and quality of imageTexture：Use proper shooting method

5、depends on product texture to improve qualityEnvironmental color：Notice the influence of background color to product imageTransparency：Avoid information on the back of bottle reflects to front by transparency adjustmentProduct Shooting GuidanceProduct Shooting GuidanceLack of expressive force Foam a

6、nd bubble inside the bottle debased the quantity Information on the backside reflects too much to the front Current image doesnt reflect the transparent characteristic of plasticMaterial Low contrast in junctionHighlight area is unapparent Lack of layersColor saturation is too high in word area Spec

7、kles debased the quantityOverexposure TextureContrast ratioLightingExposureDetailsInsideWord processing TransparencySpecklesShading used incongruousShadow &reflectionCurrent Shooting problem TextureLightingContrast ratio DetailsWord processing Shadow & ReflectionLightingSpecklesContrast ratio Curren

8、t Shooting problem ExposureWord processing Shadow & ReflectionSpecklesa. Lighting Current Image Unilateral lightingSymmetrical lightingCombine different lighting methods to add proper luster to imageShow the structure clearlyDisplay any details to show qualityb. Pump Head DetailsAdd depthCurrent Ima

9、ge b. Content Details Current Image Clear & clean Without bubble &foamsb. Details truing Avoid information on the back of bottle reflects to front by transparency adjustmentc. Transparency Current Image Add texture to imaged. Texture Make the word on product clear and recognizablee. Word processing

10、f. Contrast ratio Add visual depth and texture by contrast ratio adjustmentProper exposure improves definition and quality of imageg. Exposure h. Shadow & Reflection Real & proper shadow & reflection effect I. Environmental color Notice the influence of background color to product imageTest Shot Com

11、petitor AfterBefore Competitor AfterBefore Competitor AfterBefore beforeafterProduct Images application EntranceImageSearchingpage2022-4-18EntranceImageSearchingpageLanding pageDesign & Copywriting Analysis 1.有品牌辨识度，延续品牌调性2.设计创新，有视觉冲击力，吸引消费者关注3.商品陈列符合用户购买习惯，方便选购4.最大化展示产品买点&促销信息，转化购买What makes a good

12、 Landing Page？ Consistent & recognizable design to build brand trust Creative design with great visual impact attracts shoppers Clear & straightforward shelf design & product display Empower benefit claim and promotion info to drive purchaseConsistent & recognizable design X-MasthemeSpring themewome

13、ns daythemeCreative & customized designSummer holidaythemePowerful & Vivid KV design 舒肤佳视觉分析：清晰的识别性，有限的的创新 Leverage power benefit claim in product imageSFG E-com landing pages 1. 页面缺乏创新，过于相似，视觉冲击力不足2. 货架设计&产品展示方式简单，不方便消费者快速选购3. 产品买点& 促销信息展示不够exciting，不吸引消费者购买Current problem of SFG landing page： Too

14、similar lack of innovation and visual impact Shelf design was too simple & dull Lack of powerful & visualized benefit claimDesign GuidanceDisplay products in the specific scene to visualize product benefits thus improve shopper experience Tips#1 : Powerful & Vivid Product Display Display product in

15、specific scene to visualize product benefits, enhance visual effect and increase conversion Example ALeverage Ingredient elements to highlight product benefitExample BExample CLeverage product benefits in a more creative and powerful way to attract shoppers ProductfunctionCampaignTheme CampaignTheme

16、 Tips#2 : Creative & Visualized Benefit Claim “Protects against germ 12 hoursAfter wash “Example AUse ICONs to clarify the product feature, claim product benefits to attract consumers attentionTips#3 : Leverage value claim by iconsExample A Deliver product benefits and sales information clear and st

17、raightforward by icons to increase conversion Example B Tips#4: Flexible Product Placement ExamplesFlexible products placement enriches page design and enhances power of expression Neon lampSortingboxExhibition standInsceneTips#5: Various & clear Shelf design Leverage various shelf design to display

18、 product clearly & creative Examples Copywriting Guidance给予信心&吸引关注明确功效&强调利益注明规格 EndorsementChoice of moms of 2 generationsSell well for 25 years in chinaOver 97 million good reputationSold out in 10 secProtect TFBOYS for 17 years Attract attentionTFBOYS health magicSFG protect you instead of 宋钟基 fun

19、ctionProtects against germ 12hours After wash Longlasting fragranceWith the nourishment which extract from lemon，Natural and healthyWith honey extract，clean the skin gently benefitSpecial offer Enjoy prices as low as 50% discountBuy 1L get 700ml for freeLower than 11.11 Copywriting Guidance不要汗味 舒适劲爽

20、薄荷精华 清新宜人专效祛痘呵护体面”温和洁净呵宠敏感Tips#1: Clear, Simple & Straightforward Copywriting to Claim Benefit 万千口碑 最美妈妈都爱它Beautiful moms love SFG30万好评并不是刷出来的Real 3 million good review25年畅销 经典就是经典！Well sell in china for 25 years和TFboys一起洗香香Follow TFBOYS to clean hands with SFG“从小妈妈就用舒肤佳给我洗手”Mom use SFG to wash my h

21、andsSince I was a little boy有86790366家庭都在使用舒肤佳The choice of millions familiesTips#2: Recommendation Copywriting to Build Trust Tips#3: Promotional Copywriting to Drive Purchase 电商特供 超值爆抢Special offer for e-com store低过双十一Enjoy prices lower than 11.11最强优惠 一“点”就“购”Click to enjoy preferential price 聪明妈妈都在抢直降到底 震撼来袭洁净囤货疯省榜XX.X元任选三件Get 3 pieces for 49RMB Tips#4: Hot Spot to Attract Attention 流感季 你的舒肤佳准备了吗？Stock up for flu season没有宋仲基？莫慌 舒肤佳守护你SFG protect you instead of 宋钟基香皂也秀A4腰 SFG bar : ”See my A4 Waist ”不讲性价比不足以聊人生金牛座的性价比之选