Over the past couple of weeks, I’ve been writing about copywriting techniques for eBay. Moving forward, I’ll be addressing visual presentation practices.
Let’s jump right in..
As we all know from our personal lives, critical judgments are made based on appearance. Imagine you´re house hunting and your real estate agent shows up in sweatpants and a baseball cap. Would you trust this person´s competence to handle this complex purchasing process?
The same holds true for your eBay business. Customers judge your dedication to your business by the appearance of your eBay Store and listings as well as the off-screen materials such as your business cards and packaging. You want every aspect of your business to present a consistent visual image that expresses your business personality and reinforces your brand. These efforts lend credibility and professionalism to your eBay business that pay off in increased sales and profits.
You can make the most of your presentation and business identity by following three basic strategies:
"?¢ Build your brand image by creating a visual or graphic identity.
"?¢ Use your brand image along with solid Web design principles in your item listings and eBay Store.
"?¢ Strengthen your brand image beyond the screen with printed materials and packaging that reflect your business identity.
Let’s start by addressing an important concept here — graphic identity.
Most people think of business logos when they think of graphic identity. Designing a great logo is a major step in the process, but creating a graphic identity encompasses much more. It´s about developing a complete system of graphical elements that represent your business. It´s also about making conscientious decisions regarding all visual aspects of your business. It´s determining a style, a look and feel for your business, and injecting that theme, with consistency, at any and every point at which you interface with customers. These decisions about your visual style help you create a harmonious visual message you can use in your eBay listings, eBay Store, printed materials, and beyond.
The first step in creating a graphic identity for your business is easy: choose a typeface or font that suits your business personality. Typography is an incredible communication tool that conveys style and emotion well beyond the meaning of the words. The font can work wonders in conveying your brand image. Once you´ve chosen an appropriate typeface, you can and should use your font of choice in everything from your logo and some aspects of your Web design to your invoices, stationery, and any other communication
with your customers.
Think about the visual associations that go along with your specialty or niche. If you sell women´s beauty products, your visual style might reflect grace and femininity. If you sell scrapbooking materials, you might consider a style that is homespun or crafty. If you specialize in vintage art deco barware, a swanky retro look would be a great fit for your business. High-tech businesses obviously benefit from a streamlined, modern, or even futuristic appearance. Take a few moments with a pen and paper and brainstorm the sort of visual associations that fit your business.