How to design a product card on Ozon so that it looks more expensive than competitors

6 signs of a visually expensive card on marketplaces

PImagine an ordinary street with several cafes. Beside one are plastic chairs, a faded sign and a menu printed on a home printer. There is another establishment across the street: a neat storefront, soft light, clean windows and beautiful decoration. You haven’t tried a single dish yet, but your brain has already concluded where the food tastes better. The same mechanism works on marketplaces. The buyer evaluates not only the product, but also how this product is presented.

First, which creates the feeling of an expensive product is the main image. It should work like a good store window. The less visual noise there is around an object, the easier the brain perceives the image and the more professional it appears. 

Second sign - the quality of the photograph itself. Blurred edges, noise, overexposure and loss of texture instantly give away cheap photography. Even if the buyer cannot explain what exactly he did not like, a feeling of low quality will already form. 

Third. Infographics play an equally important role. Many sellers still try to put everything they know about the product in one image. As a result, the card begins to resemble an advertising newspaper from a mailbox.

Fourth element - photo sequence. A good card is never made up of a random collection of images. She leads the buyer along a pre-planned route. First, he shows the product itself, then large parts, then demonstrates it in use, answers possible questions, compares it with analogues, talks about the configuration, and only then introduces the person to the entire product line. 

TThis logic is reminiscent of the conversation of a good sales consultant who does not dump out all the information at once, but gradually helps to make a decision.

Bfrom an example of a thoughtful sequence in the irrigator card. The main slide shows a large product, its packaging and talks about one fundamental factor by which a product is chosen:

BThe second and third slides show large details and characteristics of the product, which may also be important when choosing:  

DBelow is a scenario for using the product. In this case, it is specified what each nozzle is for and how to fill the tank with water:

 

OhAnswers to possible questions = additional product characteristics that are not fundamental, but can be decisive when choosing between similar products:

And finally the package:

PAfter completing the package, you can upload a short video that clearly shows the use of the product - it will keep attention on the card, push the algorithms, and generally persuade people in favor of your product. 

Fifth, and very important. Rich content deserves special attention. Many perceive it as an optional addition, although it is what often turns an ordinary card into a small brand website. Here you can show the benefits in more detail, add photos or videos with different usage scenarios, explain the production technology, introduce the buyer to other products and embed a video. When a card looks like a full-fledged presentation of a product, its value automatically increases.

Sixth. Finally, the feeling of an expensive brand creates a unified visual style. Identical fonts, corporate colors, repeating design elements and neat tiles create the impression that the buyer is not facing a random seller, but a company with its own identity. Such details are rarely noticed consciously, but they add up to the overall feeling of quality.

As a result, it is not the card that has more photographs or decorative elements that looks expensive. A card looks expensive, where every detail helps the product look more convincing, and does not try to draw attention to itself.

Main photo and its quality

GA great image is the only chance to catch a person’s gaze among dozens of similar products. You can endlessly work on the description and characteristics, think about the sequence of slides, but if the buyer does not open the card, he will never see them. Therefore, the main photo should make a person click on it.

Here's what's very important: the product takes up most of the frame, usually about 70–80% of the space, so the eye immediately clings to it, and does not begin to wander between the background, decorative elements and text. 

CCompare: on both cards the lot consists of several items. But on the left there are too many details, objects, colors and everything is located very tightly. And on the right there is air between the objects themselves, around them too, there is little font and it is light, which does not distract attention. Therefore, the card on the right has a more pleasant visual sensation.

It’s also worth mentioning the composition. Very often the opposite happens and the product ends up being too small because the designer is afraid to cut off the background or leave the object close to the edges of the image. As a result, half the frame is occupied by empty space, and you have to look for the product itself. This doesn't inspire confidence.

The background also influences perception more than is commonly thought. White remains a universal option, but it is not always the most advantageous. If the product is also light, it literally disappears into the image. Sometimes it is enough to make the background a little warmer or cooler, add a soft gradient, or a light shadow to make the object visually more voluminous. Contrast here works like a spotlight in a theater: it does not distract attention, but helps the viewer see the main thing faster. Compare for yourself: how does the background better sell the product and highlight its advantages?

The next factor is light. It is he who shows the texture of fabric, the shine of metal, the dullness of plastic or the transparency of glass. Good lighting allows the buyer to literally imagine how the product will feel to the touch. But hard shadows, overexposure or too bright highlights make the image look flat and cheap, even if the photo was taken with a professional camera.

It is acceptable to use infographics in the main image, but only if it really helps you make a decision. For example, one key benefit can be taken away: 

• "Gift wrapping", 

• "3 year warranty" 

• "Premium materials", 

• "Bestseller." 

TThese accents work better than long lists of characteristics because they are read literally in a second. The main rule is that the text should complement the photo, and not turn it into an advertising poster.

XComparative elements also work well, but it’s better to transfer them to the next photos or rich content. There you can already show how your product differs from competitors: increased volume, higher quality materials, additional equipment or gift wrapping. It is much easier for the buyer to make a decision when he sees the benefits not in the form of a long list, but through a clear comparison.

Another technique that many people underestimate is seasonal adaptation of visuals. Before the New Year, it is logical to add a festive mood, before March 8, to focus on the gift, in the summer to show the use of the product in nature, and in the fall - in a home environment. Such changes take very little time, but allow the card to look relevant at the very moment when a person makes a purchasing decision.

Infographics on a card: how to design it to make it look expensive

AndInfographics have long ceased to be just a way to sign the characteristics of a product. Today it has become part of the brand's visual language. Using it, the buyer can easily distinguish professional packaging from a card that was made in twenty minutes using a template. And the most interesting thing is that it’s almost never a matter of design complexity. On the contrary, the calmer the infographic looks, the more expensive it seems.

The first rule is contrast without aggression. 

KWhen marketplaces first began to develop, it was as if designers decided to test how many neon colors could fit in one image. Red argues with acid green, a yellow block appears on top of it all, and blue text with a white outline completes the composition. This card really attracts attention, but only because it resembles a convenience store sign from the early 2000s. Calm color combinations, where accents appear only in really important places, work much more convincingly.

Bfrom two cards. On the left is the most calm range of adjacent shades. The infographics contain quite a lot of words and numbers, but without bright accents, all this is perceived calmly and does not distract from the product. There are not many words on the right, but there is an emphasis on the pink block. The shade of pink is complementary to the color scheme of the entire card, so it is perceived well and really draws attention to the information that is written on it.

The second rule is to leave air in the image. 

MMany people are afraid of free space and try to fill every centimeter with text, icons and arrows. But it is the free space that makes the card visually expensive. It helps to read information faster, does not overload the eye and allows the product itself to remain the main element of the image. A good infographic accompanies a product rather than competing with it for attention.

Rich content: a mini-site in a card that looks more expensive

BMost sellers perceive rich content as an optional addition to the product card. In practice, the opposite is true. It is he who helps turn an ordinary product page into a small landing page that answers the buyer’s questions even before they arise. 

PPresent two cards. The first contains several photographs and a dry description of a thousand characters. The second contains beautiful blocks with images, clear diagrams, advantages, comparison of models, examples of use and video review. Formally, they sell the same product. But they are perceived completely differently. The second gives you the feeling that this is a full-fledged brand that has invested in the product and knows what it is doing. It is this feeling that often becomes the last argument before purchasing.

>>> Pass follow the link and take a look at the standard card with rich content. Pay attention to the sequence of slides, what is written in the infographic on each, what the models look like, background, lighting, how and when the entire product line of the brand is shown. 

Here's a short guide to creating rich content:

1. Start with a logical structure.
   
   CStart by showing the product itself in close-up. Then explain its main benefits in simple terms. Then show use cases, design features, materials, packaging, or application options. If the brand has a line of similar products, be sure to tell us about it here. This approach holds attention much better than a long sheet of text that no one will read to the end.
    

2. The principle of visual blocks works well.
   
   Ohone screen - one thought. The buyer should not have to figure out where the description of materials ends and the story of benefits begins. The easier the information is perceived, the higher the likelihood that a person will read the page to the end.
    

3. Internal links.
   
   EIf the product is part of a series, then add transitions to related positions. The buyer does not have to search for the right model on his own, and the store gets an additional chance to increase the average check. This is especially effective for cosmetics, household appliances, accessories, home goods and clothing.
    

4. Don't forget about the video.
   
   XA good video can replace several photos at the same time. It shows scale, texture, working principle and helps to visualize the product in real life. Video works especially well where movement, mechanics of use, or before-and-after effects are important.
    

5. You can supplement rich content with customer reviews.
   
   LIt’s better to use real customer photographs, short comments and specific results of using the product. Screenshots of ratings, an expert’s opinion, or a short buyer’s story inspire confidence much more than another list of advantages written by the seller himself.

B As a result, rich content begins to work as a full-fledged seller. While your competitor is limited to a set of photographs, your card answers questions, removes doubts, shows the product in action and gradually leads the person to purchase. That is why expensive brands almost always pay special attention to this section.

Unified style: how to work with color, shape and angle in a product card

KWhen they talk about expensive visuals, many immediately imagine a professional studio, complex lighting and expensive equipment. In fact, the feeling of premiumness is born much earlier - even at the level of composition, color and presentation of the product.

Let's start with color

CThe most common mistake is the desire to use everything at once. Red blocks, yellow headings, green icons, blue frames... Such a card does not look bright, but noisy. The eye does not understand what to cling to first, so attention is scattered. An expensive visual is almost always built around two or three primary colors that are repeated throughout the images. This creates a sense of order and corporate identity.

BFrom an example, where even a model was selected with a color type that matches the colors on the product packaging. And also the natural composition of the cream is supported by daisies on some slides - in this case they are appropriate and only strengthen the USP of the brand.

Composition is equally important

TThe product must remain the main character of each image. If half the space is occupied by banners, arrows, frames and advertising inscriptions, then photography ceases to fulfill its purpose. A good composition works differently: the eye first falls on the product, then on the main advantage, and then moves on to additional information. This route seems natural and is therefore easy to follow.

Perspective also plays a big role. 

OhThe same object can be shown in different ways. Sometimes it is enough to slightly change the shooting angle to make the product look more massive, more technologically advanced or more expensive. For cosmetics, close-ups work well to highlight the texture of the packaging. For technology, dynamic angles that add volume. For furniture - footage showing its use in a real interior. A good angle doesn't just show the item, it helps you imagine it in your home.

DIvan on the left looks flat, and it is not clear what kind of upholstery he has. On the right, the dimensions of the sofa are clear; by rotating it, the designer was able to cast a ray of sun and show the contrast and texture of the upholstery.

Particular attention should be paid to details 

Tsubtle shadows, neat reflections, natural lighting, uniform solids and identical fonts add up to the feeling of professional work. The buyer rarely notices such elements separately, but instantly feels the difference between a thoughtful design and a random set of images.

Seasonal adaptation of cards

PBefore the New Year, you can add festive packaging or focus on the gift. In spring, display the product in a bright interior; in summer, use a warmer palette. Such changes do not require a complete redesign of the card, but help it look relevant and noticeable among dozens of identical offers.

PBasically, an expensive visual is born not from the number of effects, but from careful work with details. They are the ones who create the feeling of a brand that you want to trust.

Checklist: how to check that a card looks more expensive than competitors

PBefore publishing a card, it is useful to go through a small checklist. It helps to see weak points even before the buyer notices them.

EIf most of the items are checked, then the card already looks more professional than the average level on the marketplace. And it is precisely such small advantages that most often become the reason why the buyer opens your offer, and not the neighboring one.

How to automate card packaging to make it look more expensive

EThere is one problem that is rarely talked about out loud. Making a beautiful card is not the hardest part of the job. The hardest thing is to understand what exactly it should beto stand out among dozens of similar products.

CThe seller opens competitors’ cards and after half an hour no longer understands why one looks expensive and the other looks like an advertisement from a flea market. The designer receives the usual message from the client: “Make it beautiful, but make it sell.” After this, an endless search for references begins, selecting fonts, colors, compositions, checking what the niche leaders are currently using. Analytics can easily take more time than the design itself.

AndThis is why more and more specialists are starting to use services that help not only draw cards, but also analyze them.

What is Aidentika

Aidentika is a service that helps you package product cards for marketplaces so that they look more expensive than competitors. A professional neural network for sellers, if you want. He does not replace the designer, but becomes the same experienced art director who, in a few minutes, shows where the card loses value and what can be improved.

CThe service works with several design elements at once:

• fproduct photographs;

• andinfographics;

• rich-content;

• tocomposition of frames;

• tscolor range;

• wrifts;

• ttextual accents;

• invisual logic of the entire card.

BInstead of the subjective “it seems to me that something is missing here,” you receive from Aidentika specific recommendations that can be immediately implemented.

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How does a neural network for marketplaces work?

PLet's imagine a normal situation.

BYou sell a kitchen organizer. The card looks neat, but sales are growing slower than we would like. You open competitors - and it seems that they have approximately the same photos. Where is the difference?

B Aidentika Just upload a photo of your product and a competitor’s card as a reference.

DThen the service begins to analyze your reference. It evaluates composition, readability, product layout, colors, infographics, photo richness, rich content, fonts, accents, and overall design style.

HAfter a few minutes, he issues cards with your product, but created using the same techniques as those of competitors.

Nfor example:

• withmakes the background more contrasting so that the product is not lost in the search results;

• atenlarges the size of the key advantage in the main photo;

• attakes unnecessary decorative elements that overload the image;

• hchange the font to a more readable one;

• nwill provide the packaging as a separate frame;

• dwill add a block with a product line to the rich content (for this you will need to manually enter the names of the products and upload their photos before starting generation);

• nwill transfer some of the information from the first image to subsequent ones, so as not to overload the main photo.
  
  

  

  
  
   

  Here we showed step by step how to create a card in Aidentika from a simple photo on a smartphone and a competitor’s ref

  Why a neural network for a marketplace is more convenient than manual design

  CThe greatest value of this approach is saving time.

  BInstead of several hours of competitor analysis, you can get a ready-made list of improvements and immediately get to work. There is no need to search for dozens of articles on visual psychology, look at hundreds of cards, or try to understand on your own why one product catches the eye, while another is scrolled through in a second.

  EThis is especially convenient in three cases.

• EIf you are a seller who designs cards yourself, the service helps you avoid common mistakes without a deep dive into the design.

• EIf you are a designer, you can quickly put together a strong concept and explain to the client why this particular solution is proposed.

• EIf you are developing a brand on marketplaces, then Aidentika it becomes possible to build a single visual style for the entire product line, rather than designing each card as a separate project.

• nbefore launching a new product;

• nbefore seasonal sales;

• ino time of card redesign;

• nwhen conversion falls;

• toWhen you need to quickly prepare several new cards without a long search for ideas.

• BInstead of starting a project with a blank canvas, you immediately get a direction in which to develop the rest of the visual. For example, you can simply hang clothes on hangers, take a photo and do a real photo shoot with the model in just two minutes.

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  Register in Aidentika
  Receive starting tokens, and after the test - a personal promotional code for a 10% discount
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  When is Aidentika especially useful?

  PPractice shows that the service works especially well in situations where you need to quickly find a strong visual solution.

  Nfor example:

• nbefore launching a new product;

• nbefore seasonal sales;

• BInstead of starting a project with a blank canvas, you immediately get a direction in which to develop the rest of the visual. For example, you can simply hang clothes on hangers, take a photo and do a real photo shoot with the model in just two minutes.

• ino time of card redesign;

• nwhen conversion falls;

• toWhen you need to quickly prepare several new cards without a long search for ideas.
  
  

  

  
  
   

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  Register in Aidentika
  Receive starting tokens, and after the test - a personal promotional code for a 10% discount
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  Conclusion: how to design a product card on Ozon so that it looks more expensive than competitors

  Nand Ozon, the buyer first makes a decision with his eyes and only then begins to read the characteristics. That is why the card has long ceased to be an ordinary set of photographs. Today, this is a full-fledged brand showcase that either inspires trust in a few seconds or gets lost among dozens of similar offers.

  DA great visual does not come from an expensive photo studio or from the number of images. It is created by details: a strong main photo, high-quality photography, neat infographics, logical photo sequence, rich content and a unified corporate style. When all these elements work together, the card feels like a product from a serious brand, even if the budget for its creation was quite reasonable.

  PBefore publishing a new card, it's helpful to ask yourself a few questions.

• XIs the product legible in the search results?

• DDoes he look big enough in the first photo?

• NIs the infographic overloaded?

• PIs the buyer's path from the first image to rich content clear?

• If The answer to at least one question was negative, which means there is still potential for growth.

  And in order not to waste time on endless analysis of competitors and search for successful solutions, you can use Aidentika. The service helps you quickly understand what exactly is preventing the card from looking more expensive, analyzes competitors’ visuals and offers specific recommendations for improving photographs, infographics, composition, rich content and the overall design style.

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  Neural network for marketplaces Identika
  Follow the link to get free tokens for the test
  Then - a personal promotional code for a 10% discount
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