When An Epic Product Isn’t Enough: 11 Product Description Design Inspirations and Examples

Product pages have come a long way.

 

And if you’re wondering, they are still as powerful now as they were decades ago.

 

This Joseph Sugarman ad is a masterclass on product description, and the 1000 words or so helped Blue Blocker sell 20 million pieces.

 

However, as we’ve moved on to e-commerce and product pages, writing dazzling and delightful product descriptions is an art that has become elusive to many.

 

Fortunately, there are several masterfully crafted product descriptions to draw inspiration from; and this piece will show you all of them.

 

Relevant Reading:

 

Get Noticed: How to Write the Best Product Description For Shopify

 

How to Write a Product Description for Amazon that Ranks Highly and Drives Sales

 

How to Write a Catchy Product Description (With Examples)

 

If you’re like any other marketer; you’ve found yourself wondering what goes into a great product description, or the  different types of product descriptions that exist.

 

Is it masterful word play? Or perhaps it's a prosper grasp on product description SEO? Or maybe it’s brevity and conciseness, or both.

 

As these examples will show, it takes a coagulation of several factors to create a piece that intrigues audiences, prompts actions, and converts leads.

 

Here are a few examples to take you right into the anatomy of an exceptional product page:



1. Sivana Spirits Natural Amethyst Ring Story Telling at Its Finest

 

Unless you’re literally selling air, every product you bring to the market has an origin and a story behind it. Presumably, your target audience knows that tea came from China (and the story of how it ended up in the Western World).

 

 You can also bet 5 bucks that they know the origin of coffee.

 

This leads us to one question,  what does your target audience know about the origins, myths, and legends of the product you’re selling, and why is it important?

 

 

 

 

 

The Sivana Spirits product description you’ve just read is storytelling at its finest. It immerses the reader into the myths and legends that surround their product and why it makes it special.

 

Leveraging storytelling in your product descriptions helps:

 

  • Improve the credibility of your product
  • Pique the interest of your target audience
  • Leaves a lasting impression on your readers mind

 

A story driven marketing strategy helps your target audience resonate with your product on a deeper level, increasing the prospects of a conversion or purchase.

 

2.  Indestructible Shoes and Visual Storytelling Done Right

 

You’ve probably heard this a million times, but a beautifully executed picture is worth a thousand words. In your product page, a graphic image (done right) can be worth a thousand bucks too.

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Graphics are the first thing your customers see. They complement your words, helping your reader reconcile what they’re reading and what they see on their screen. 

 

That’s not all, product page images together with product descriptions help:

 

  • The seller convey the quality of their product
  • The buyer confirm if the product fits their image
  • Reinforce the branding of the seller
  • The buyer establish realistic expectations

 

 

 

 

From the above product description, it’s apparent that the product description curators did their homework as far as graphics are concerned.

 

The graphics that they punctuate their product description get a number of things right, this includes:

 

  • Showing the unique value proposition of the company
  • Advancing the company’s “shoes that can take anything” brand
  • Display the utility of the product
  • Address the buyer’s pain points

 

All in all, the product description leaves both a lasting impression and zero questions, increasing the chances of product sales.

 

3.  Immortality Tea and The Subtle Art of Social Proof

 

Your customers are likely to purchase a product in the context of knowledge that similar people purchase and trust your product. 

 

This is the compounding effect of social proof and probably the most effective strategy of increasing sales in a product marketing strategy.

 

That established, there are fewer places better than your product description for you to place social proof.

 

 

 

 

Social proof comes in the form of :

 

  • Testimonials
  • Reviews
  • Mentioning the number of existing customers or new conversions
  • Company names and logos
  • Celebrity endorsements and shoutouts from influencers 

 

Immortality tea is one company you can learn from as far as leveraging social proof in product descriptions is concerned.

 

Their product description is laced by, not one, but two product descriptions that sell the product on behalf of the company.

 

The product description writers also choose their choice product descriptions wisely. They showcase the most authentic reviews of their product and ones that touch on the benefits of the product.

 

Check out our blog on "Product Description Writer: A Nay or Yea For your Marketing Campaigns?"

 

4.  Lush and the Art of Sensationalization 

 

The success of your product will depend largely on how accurate of a picture you’re able to paint in the mind of your reader.

 

Your choice of words, tone, and delivery should portray an exciting, breathtaking, and worthwhile experience your readers will regret to miss.

 

If your destination is bringing your product to life through wordplay; then sensational writing is how you get there and fast.

 

 

 

 

 

Lush is one company that leverages product description writers who have mastered the art of sensational language.

 

Some words do more than just tell; the choice of words in their product description paints a picture and evokes emotion all the same while prompting action.

 

You can see this pattern repeat itself in words and sentences like:

  • Lather up with luscious honey shampoo
  • Immerse yourself in our best selling honey toffee scent
  • This sweetie of a bar 
  • Leaving it soft, bouncy, and smelling irresistible

 

5. Innocent Gorgeous Greens and the Essence of Relatability

 

Reading thorough dozens of generic, cliche and uninspiring product descriptions on the internet is a torture nobody in your target audience wants to experience again.

 

You can probably relate that after the sixth unauthentic product description, they often will all start looking the same, and it won’t be long before your mind jumps to more entertaining things ( Instagram).

 

 

 

 

The opposite is also true, once your mind discovers something that stands out, is creative and relatable, your curiosity is heightened. This piques your interest and makes it more likely for you to read the entire product description and consider a purchase.

 

That’s the road Gorgeous Greens take with one of their most effective product descriptions yet to advertise their apple pea drink. This product description is a perfect blend of:

 

  • Storytelling
  • Simplicity
  • Creativity

 

And it doesn't stop there. They embrace relatability and nostalgia to pull on the heartstrings of their reader.

 

The line “Give it a go. Your mum would be proud” is probably one of the most iconic product description lines on the internet, up there, with David Ogilvy's best pieces.

 

6.  Hardgraft and the Importance of Highlighting the Good Stuff

 

This past decade, content developers made a startling delivery that would change content marketing forever.

 

Five words, nobody ever reads the content.

 

You’ll be surprised at the number of people who’ve actually read all those blogs, e-books, and product descriptions you’ve been churning out since you discovered content marketing entirely. Zero.

 

People don’t read; they skim through.

 

 

 

 

Once you come to terms with this reality, it’s essential that you stop writing for readers (people who read) and start writing for skimmers (people who skim).

 

The copywriters Hardgraft hired understood this assignment far too well. A closer look at the above copy reveals that they bold the good stuff to make it easier for their prospective audience to skim through. 

 

Look at the Hardgraft example above:

 

  • Amazing how something as COMFORTABLE  as your softest flannel pajamas
  • Can be as smart as your SHARP Sunday best
  • You will soon find out that this knitted wonder of a BLAZER SUIT JACKET CARDIGAN
  • Elongated body, slim sleeves, and CASUAL open front

 

The writer deliberately wrote the words  COMFORTABLE, SHARP, BLAZER, SUIT JACKET, CARDIGAN, and CASUAL in bold and uppercase.

 

 And it’s not by accident. In these six words, Hardgraft tells the customer everything they need to know about the product and why they should buy it. 

 

7.  Artics Women's Insulated Snowpants and the Art of Precision

 

We’re all familiar with the generic product descriptions that litter the internet and e-commerce sites. 

 

The curators of these product descriptions don’t write them for you( the customer) but for themselves.

 

The assumption that you already know everything about their product leaves you confused with more questions than answers. 

 

That’s not what Artic did with their product description. 

 

 

 

 

If you look closely enough at this product description, they leave nothing to chance. They paint a mental picture of their product and explain it like they’re doing it to a child.

 

 The result is a product description of one of the best-selling products on Amazon. Ensure to look at:

 

  • X-Small Tall
  • Imported
  • Zipper products
  • Machine wash

 

8.  Mn's Black Winter Shoes and the Art of Search Engine Optimization (SEO)

 

What’s the use of creating an amazing product and following up with an equally sensational product description if it’s going to end up on the 33rd page of Amazon?

 

This explains why search engine optimization is probably the most essential aspect of building your product description.

 

Next time you’re launching a new product, consider getting the services of a product description writer who knows their way around SEO.


At least that’s what this shoe company did with their product descriptions. Their products show up first for a variety of keywords on both Amazon and Google, these keywords are:

  • Men's snow boots
  • Men's winter boots
  • Black men’s winter boots

 

 

 

 

And it’s not by accident. They deliberately sprinkled these keywords on their product description to enable them to rank higher on Search Engine Results  Pages (SERP)

 

 

 

 

 

9. Ring Stick Up Cam for Benefits Over Features

 

On your escapades around the internet, you’ve met product descriptions that will try to sell you with a truckload of features.

 

Often, they’ll be sure to tell you about the processor and even proceed to throw in some technical jargon such as “core” just to impress you.

 

However, such product descriptions often fail.

 

This is because telling a customer of a feature is one thing, and informing them of how they benefit from said feature is another. Ring Stick up Cam understood this perspective perfectly.


 


 

Their product description copywriters made sure to accompany each feature with a benefit, probably why it's an Amazon best-selling product. For example:

 

  • With Live view (feature), you can check in on your home anytime through the Ring App (benefit)
  • For added peace of mind (benefit), pair with Alexa( feature) to help you keep an eye on your home (benefit)
  • Place on a flat surface or mount on a wall(benefit) with the versatile wall mounting bracket (feature)

 

10. Palace Skateboards and the  Execution of Brevity

 

Silence is powerful, and in the words of Will Rodgers, never miss an opportunity to say less. The same applies to your product descriptions.

 

If you can leverage it wisely, brevity can become an essential aspect of your lead generation and you can end up making sales by “not writing” product descriptions.

 

 

 

 

 

 Brevity sells because:

 

  • It respects the prospective buyer’s time
  • Long bulky paragraphs seem salesly and scream of desperation
  • It increases the curiosity of the customer
  • It doesn’t lead to information overload
  • It doesn’t clutter your sales page or website

 

That said, less isn’t always more. For brevity to work, you also have to prioritize what your customer wants to know and delete the fluff.

 

Above that, brevity works better for established “household brands” that your prospective customers already know about. 

 

If you’re launching a new product to the market, you should be wary of being too brief.

 

11. Chubbies Shorts and the Execution of Humor

 

Humour is the way to any person's heart. Make someone laugh (or at least smile), and you’re already halfway on your journey to earning their trust.

 

If you’ve been on the fence about embracing humor in your content marketing, the following benefits are more than enough to convince you.

 

 

 

 

Humor in your product description will help you:

 

  • Humanize your brand and tone
  • Evoke a feel-good response from your target audience
  • Gain the trust of your audience
  • Create a memorable pitch that stands out.

 

This is exactly what Chubbies Shorts achieve with the subtle pieces of humor and dad jokes sprinkled in their product description.

 

Unlike badly done humor, Chubbies Shorts' product descriptions seem authentic, relatable, and are far from being out of touch.

 

You can see this in lines such as:

 

  • These bad boys have a 5.5” inseam, just like your dad wore
  • Made with 2% spandex for stretch a.k.a maximum move-ability, lunge-ability, and high kick-ability
  • Big enough for the largest of iPhones (or Android, we hear you)

 

You Deserve Better (and a Lot More)

 

You’ve done everything. That includes building a solid brand, working hard, and bringing everything together, and frankly, what you’ve created this far is impressive.

 

Congratulations, don’t let product descriptions be the straw that breaks the camel’s back. Our product descriptions writing services can ease you of all that hassle. You deserve a break as much as you do epic product descriptions.

 

Sit back, relax, contact us today, and let us snap half your product description problems out of existence.

 

 

 

Photo by Damian Zaleski on Unsplash. Thanks, Damian:)