How should designers (artists) find design ideas after getting the copy?

Baby traffic = show * click rate, and new products are usually shown on Taobao, so what matters is click rate. How should the first picture be designed?

1. Vision must look good

Pictures are very important for e-commerce. Taobao transactions are conducted through the Internet, and pictures are customers' first impressions of your products. People are all visual animals, so it is necessary to package products through the first picture. For example, for food, appearance is very important. The first picture below is the real state of the cooked sweet potato. Although it is simple and true, designing according to the third and fourth pictures will make users more appetizing and want to click.

2. Pay attention to users' needs

The purpose of the main picture is to attract users to click, so when designing the first picture, we should start from the customer's point of view, what problems the customer is most concerned about and which selling point of the product is most concerned about, and then present it in the form of pictures. No matter how good the product is, it must be proved to be competitive.

how do you know what users care about most? According to your crowd positioning and product positioning, look at the top competitors in your sales volume, and look at the problems that their users are most concerned about. You can look at two pieces, one is the user's evaluation, and the other is the module to ask everyone.

Stupid but the most effective way is to extract the high-frequency words from the favorable and unfavorable comments of users, record them in the excel table, and then descending. The most high-frequency words are the ones that users care about most.

3. Around the core attribute words in the title

When the user searches for the baby through the core attribute words in the title, there is no selling point in the result picture that the user needs, which wastes the search weight in vain. For example, when "mini bag" is the core attribute word, the first picture does not highlight the mini element, and the click and transformation can be imagined. The best way is to improve the click-through rate through the cooperation of the main picture of the title after the baby is updated, and to improve the conversion by scene and strengthening the selling point in the detail page.

4. differentiation strategy

the differentiation of the main picture can basically be divided into the color difference of the background picture, the size of the product, the distance of taking pictures, the placement of the product, the presence or absence of models and so on.

When users search for keywords, a lot of treasures come out. How to stand out from the crowd needs to be special and eye-catching.

Take the mobile phone film as an example. The selling points of each picture below are different. Except for the discount, the first picture is strong anti-blue, the second picture is triple-reinforced and unbreakable, the third picture is anti-blue, and the fourth picture is full-screen coverage anti-blue. Also fight against blue light, the first one is distinguished by purple light, which is the differentiation strategy.

5. There is innovation

Put innovation at the last point, mainly because creativity is hard to find in advertisements. When an idea becomes an explosion, the effect can only reach one tenth of the first one.

These two shoes were very creative last summer, and the click-through rate of the main picture of the shoes below reached 2%-3%.

The main picture of similar shoes has reached 39W

Finally, the main picture is designed, so how can I judge whether this main picture is successful?

There are two ways:

1. Business staff look at the effect of the main picture-business staff-commodity-single product analysis

2. Take the through train to measure the picture, and compare the click rate of the main picture with the click rate of the industry.