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How do you describe your products?

Poor product descriptions can drive customers away from purchasing a product. There are different ways to portray a product’s physical characteristics to the customer, and how you do this can be the difference between a sale and no sale.

To design a good product description you could try imagining you are on the phone attempting to describe an object to the person on the other end.  You should consider including:

General feel, uses, functions, unique selling points, sizing information, measurements, returns policy, safety features, materials, product journey, delivery information (time, price, areas) and offers.

Even a product description which includes all this can fall short of the mark; if it results in a generic sounding product description it will not catch the eye of a shopper.

Avoiding boring

The safest way to avoid the generic boring description is to add sensory words, for example when describing clothes you could go further than just stating the material by describing the feel of it; smooth, soft, silky, fluffy? Think about which style of sensory word your targeted customer would want to hear, are you a luxury brand? Maybe stick to more elegant sounding words.

Story telling

By telling a story about the journey a product takes as it is being made, you can add perceived value to the product, making the customer more comfortable with buying something they have not seen in person. In this same way, a story about how a product might be used in a certain scenario can spark the customer’s imagination and increase the appeal for the product. These stories might benefit from some humour; that is if that is how you want your brand to be viewed.


If you state your product is the best, you have to say why. Selling a product on what it has over the competition can work very well, though it might backfire if you do not back up your claims with reasons.

Condensed, concise and to the bullet point

Using one big block paragraph with all information possible about a product can actually turn viewers away. By splitting the information into smaller bite sized chunks you can keep the viewer’s attention and still get your message across, you could go further and use bullet points that are powerful and tell the viewer the most important things in the least time. Maybe just change the colour or make key words bold so they are eye catching and will still get information to customers who briefly scan the page.

Use of product photography

Good quality product photography is essential, it can be used to see the product from multiple angles, in scale next to a common object or even on/being used by a model. If you want to take an approach some companies have by letting the visuals of a product speak for itself, you could add full page imagery on the home page.

Your brand, your choice

Overall and throughout your product descriptions be sure to portray how you want your brand and products to be perceived by your customers. Being consistent with this can help establish and differentiate your brand in the market, do you want your customers to think of your brand as funny and friendly? Or maybe more formal and serious? We’re sure you already have an idea, now is your chance to really get that across!

Need any help? Feel free to contact us.


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