When we browse products in the product list of the e-commerce app, we will find that there are some highlighted elements on some product cards, such as "new product, limited time purchase, seasonal, No. 1 on the best-selling list" and so on in the picture below.

These highlighted elements are often called "product tags."

So why are there product labels? How to make product labels?

Generally speaking, only the basic  HE Tuber information of the product needs to be displayed in the product list, that is, the main product image, name and price. But if only this basic information is displayed, it will not be attractive to users.

Through the product main image and product name, users only know what product it is; through the price, users know how much they need to pay to purchase it.

However, users cannot feel the benefits of this product, and have no motivation to buy it now. Naturally, they have no interest in viewing details or purchasing, and there is no way to increase sales.

Since only displaying the main product image, name and price is not attractive to users, more attractive information needs to be displayed. So what information can increase the appeal to users?

Quality information. Users always prefer products with better quality. Describing the quality of products that users like can stimulate users' desire to buy. For example, JD.com's "self-operated" means guaranteed authenticity, Pupu's "Shangxuan" means high quality, and "today's production" of oysters means freshness.

Promotional information. Promotional activities allow users to buy products at lower prices, which can stimulate users' impulse to buy. If you get XX yuan, it is a limited time sale and you can choose any 3 items for 9.9 yuan.

Service Information. Good services can bring users a better shopping experience. For example, the “free slaughter” provided by Pupu for fish food helps users solve the trouble of killing fish. Pinduoduo’s “10 for fakes” eliminates the need for users to worry about fakes. Concerns about goods.

Similar user behavior. Utilize users' herd mentality to reduce users' decision-making costs in selecting products and encourage users to place orders. Such as "No. 1 on the tropical fruit list."

Scarcity. Things are more valuable when they are scarce, and users are more inclined to snap up scarce goods. Such as "Inventory is tight", "Purchase limit is 1 piece", "Only 2 pieces left".

Once you find information that is attractive to users, you need to present this information to users in a form that is easy to read and recognize.

Can we directly modify the main image of the product, add attractive information to the image, or add a text description of the attractive information to the product name?

The answer is no!

Information that is attractive to users usually needs to be expressed in words, and it is not suitable to use pictures entirely. If you modify the main product image directly, you need to add text to the image.

However, the size of the main image of the product is limited and is not suitable for accommodating too long text information. Moreover, modifying the main image requires processing the images one by one. Adding new image elements to the original image has a certain operating cost and cannot be processed in batches. .

In the product list, the visual effect of the product title in plain text style is not outstanding. If you add a text description of attractive information to the product name, it will not only be difficult to read and identify, but it will also confuse the product name and affect users' reading.

Therefore, it is necessary to add new visual elements in addition to the main product image and product name to increase the attractiveness of the product and stimulate users to view product details or purchase. This resulted in a new solution, product tags.

2. Solution

In response to the problem of insufficient product attractiveness, the industry has emerged with a solution called "product tags": extract information that is attractive to users and display it on product cards in a conspicuous label style.

Refining information that is attractive to users is the first and most important step in building product labels. Evaluating whether a piece of information is attractive or not depends on how much users pay attention to the information.

If the level of user attention is low, it cannot attract users and cannot be defined as a product label. Only information that users pay high attention to can play a role in enhancing the attractiveness of products and is thus defined as product tags.

Due to different categories of products, users have different concerns, that is, the information with high degree of attention is different. Therefore, it is necessary to combine the category characteristics, specifically analyze the focus of target users, and find information about this type of product that is attractive to users.

For example, users’ focus on fresh aquatic products is freshness. Then, from this perspective, extract “fresh, available today” and display it as a product label in the product list. When users see this label, they will embed it. Awareness that "crabs are fresh" and generating interest.

If you can’t find any ideas when refining attractive information, you can refer to the five types of information that are attractive to users as mentioned above.

4. Select highly attractive information and define it as product tags

The same product can extract multiple attractive information from different angles. This information can be defined as product tags and displayed on the product card.

However, in the product list, the places that can be used to place product tags are limited, and it is impossible to place many product tags. It is generally controlled within 5.

Therefore, the extracted multiple pieces of information that are attractive to users need to be screened to select a small amount of information that is more attractive and define it as product tags.

In product cards, there are three main places to display product labels: around the main image of the product, before the product name, and below the product name.

Different product labels are suitable for different locations. When choosing a placement location, you must be flexible according to the actual situation.

Labels around the main image of the product are suitable for labels that need to use graphic methods to assist or strengthen expressions. Labels before the product name that need to strengthen the visual effect and have short copy are suitable. Labels below the product name that relatively weaken the visual effect and have relatively long copy are suitable. .

As shown below:

6. Precautions

When labeling products, in addition to the manual labeling methods mentioned above, you can also use data analysis to extract attractive information and design corresponding rules to automatically label products.

For example, "No. 1 on the best-selling fruit list" in the picture above is a label automatically placed by the system.

In addition, operational activities or actions carried out during a specific period can also be defined as product tags to gain more exposure and attention and improve operational effects. Such as Taobao’s “hot summer season”: