OLAY&舒肤佳五维图视觉表现final.ppt

1、Objective of designing main image of a productVisualize the fragrance/experience/effect/ingredient, attract the potential consumers to click, and get a higher conversion rateConsumer Decision ProcessLOGOBackground/ColorVisualization of the fragrance and ingredientClaimProductDiscountGift“What am I b

2、uying?”“What is the Brand ?”“Can I see it at the first glance?”“Can I get the information of the superiority ?”“Does it worth it ?“Is this the one that I need ?”AttentionRecognitionDecisionProductThe product itself should be large enough, filling the whole spaceenlarge the visual proportion & make t

3、he consumers think it is extra valueProductAdjust proportion of different combo packs in order to make it seem extra valueThey are the same combo pack , but the righter one seems more extra valueBackground ColorA good background color should be easier to be caught by potential consumersBackground Co

4、lorBackground color should correspond with the fragrance/ ingredient, highlight the product, but it cannot affect the view LOGOWith a single product, if the logo on the label is about the same size of the one we need, putting the logo on the image is not compulsoryWith a combo pack, the logo is repe

5、ated on several label, therefore we need more space to enlarge the productVisualization of the fragrance and ingredientVisualize the fragrance and ingredientCorrespond with the characteristicFill the whole space but cannot affect the view Visualization of the fragrance and ingredientNot enoughToo co

6、mplicatedNot corresponding with the productToo confusedClaimClaim should be simple, clear, and highlighted Avoid complication/ empty word/ meaningless iconDiscountGiftGift (and promotion) should be showed clearly, adjust the proportion to make it seem extra valueAvoid too many words to describe the

7、gift ; avoid the significant difference between the product and giftDifference between PC and MobilePCMobileon mobile, product on the left; save more space for the claims for them to be larger and clearer Seller cannot be showed on mobile (taobao app) therefore add a banner at the bottom to show its

8、 authority in P&G经典净护系列健康+清爽系列健康+柔肤系列专效护理系列活力运动系列美肌滋润系列美肌清爽系列精油二合一系列SafeguardOlayBeforeAfterCompetitorCompetitorBeforeOpinion 1CompetitorOpinion 2CompetitorCompetitorBeforeAfterCompetitorOpinion 2BeforeOpinion 1CompetitorCompetitorBeforeAfterCompetitorCompetitorBeforeAfterCompetitorCompetitorBeforeA

9、fterOpinion 2CompetitorBeforeOpinion 1Main image of a product CPSOriginal DesignExtended Design（Series）Extended Design（Platform）Design Guide7.47.187.297.29舒肤佳沐浴露经典系列（2）纯白1.5L海盐清爽系列（5）柠檬1.5L金银花薄荷奇异果荷叶润肤系列（4）薰衣草芦荟维生素E蜂蜜运动系列（3）劲能劲醒劲爽专效护理（3）敏感舒缓修复爆款组合（2）700ml3纯白柠檬纯白700ml3纯白柠檬薰衣草Olay沐浴露清爽系列（5）青瓜绿茶雪莲珍珠兰花黑加仑青柠白茶冰爽白草莓滋润系列（5）深润莹亮紧致柔肤洁净精油系列（2）薰衣草玫瑰爆款组合（4）深润1L+莹亮300青瓜720+兰花200青瓜1L+珍珠300深润720+洁净200视觉规范组合装规范沐浴露2沐浴露3沐浴露（大小）ICON设计素材