日期： 2016/6/8部门：蓝色光标电商视觉部方案名称：五纬图功效五维图设计计划版本： V1
Objective of designing main image of a productVisualize the fragrance/experience/effect/ingredient, attract the potential consumers to click, and get a higher conversion rate
Consumer Decision ProcessLOGOBackground/ColorVisualization of the fragrance and ingredientClaimProductDiscount ／ Gift“What am I buying?”“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 ?”AttentionRecognitionDecision
Product•The product itself should be large enough, filling the whole space•enlarge the visual proportion & make the consumers think it is extra value
Product•Adjust 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 value
Background Color•A good background color should be easier to be caught by potential consumers
Background Color•Background color should correspond with the fragrance/ ingredient, highlight the product, but it cannot affect the view
LOGO•With 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 compulsory•With a combo pack, the logo is repeated on several label, therefore we need more space to enlarge the product
Visualization of the fragrance and ingredient•Visualize the fragrance and ingredient•Correspond with the characteristic•Fill the whole space but cannot affect the view
Visualization of the fragrance and ingredient•Not enough•Too complicated•Not corresponding with the product•Too confused
Claim•Claim should be simple, clear, and highlighted •Avoid complication/ empty word/ meaningless icon
Discount ／ Gift•Gift (and promotion) should be showed clearly, adjust the proportion to make it seem extra value•Avoid too many words to describe the gift ; avoid the significant difference between the product and gift
Difference between PC and MobilePCMobile•on 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 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SafeguardOlay
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Main 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 ）700ml ＊ 3 纯白＋柠檬＋纯白 700ml ＊ 3 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
