Tips for Writing a Strong Product Description on Dering Hall
Making your designs feel fully realized through a screen is a challenge more high-end brands are facing. One of the ways to breathe more life into your design is through words - or in this case - our product description section. Here are some pointers to guide you through writing about your own work.
1. List Your Materials
Materials are a celebrated part of the design process, and should be discussed as such. Users can connect tactically with your product through digital means if they know the material or processes that brought it to life. Does your piece have sustainably harvested wood? Are there customizations within the materials listed? Is it made through a unique process? Your readers want to know! They will certainly thank you for providing such information.
2. Give the Reader Some Background
A little bit of history never hurt! If your work references luxe Malibu beach fronts, 1920’s Art Deco hotels, or was made with certain philosophies or traditions in mind, readers will appreciate you including that context.
Providing additional elements like where your product was made, any sources of inspiration, or “a-ha” moments you encountered will connect with the reader to create a more fleshed out image of your design in their mind.
3. What Makes It Special?
Is there an unconventional use of joinery in your table? How about some one-of-a-kind surface treatment on your vase? Anything that makes your design unmistakably yours is paramount to mention.
There may not be anything you find “out of the box” about your design, and that just might be what makes it unique. Embracing whatever components make up your design will allow the reader to see them as well.
4. Avoid Vague Terms
“Interesting,” “elegant,” and “beautiful,” are all words we find ourselves using from time to time, but what do they really mean? They are very subjective words, and when used in writing rather than speech, they come off as hollow and not very descriptive at all.
Using words that inspire greater meaning when describing your design, such as “inviting,” “airy,” or “sharp,” give the reader a better idea of what kind of design you have created. Beyond that, it allows them to see that you have a passion for your work and can speak about it in ways that go below surface-level.
A good example of all of these tips in use is in Argosy Product Division’s Structural Bookends’s product description:
“Architectural forms, minimalist design, and Machine Age simplicity inform these statuesque bookends. Each purchase includes a pair of bookends. 6-8 weeks lead time. 3.5 LBS each black diamond Richlite base with hard wax-oil finish. Burnished aluminum body. All pieces made to order at our Brooklyn, NY studio. Minor variations in our hand-applied surface finishes should be expected.”
Final Thoughts
A good product description can elevate your design’s presence to a reader viewing it online. By using these tips, and remembering to check for typos and grammar mistakes, you and your design can reach your audience in a deeper way.