Product Descriptions

Act 1- The Project: This is for a window treatment and textile production company. Their target audience is Interior Designers, Architects, specifiers and homeowners.

Act 2 - The Challenge: The company's success led to a rapidly expanding team and a growing textile collection. The product descriptions had been written by various employees over the year and lacked consistent information and a cohesive brand voice. Some product descriptions included materials, width and colorways, while others did not. There was no format for product descriptions so length, information and tone varied.

Act 3 - The Solution: After being provided a thoughtfully crafted brand guidelines document, I was able to study and learn this company’s tone of voice. I discussed the information requirements with the company’s Creative Director to obtain their vision for these descriptions.

We came up with a formula for all textiles. This formula included the textile’s name, a brief descriptive sentence, number of colorways provided and a final descriptive sentence. The textile composition, width, use and repeat was stated below. This created a dreamy hook to get potential buyers curious and help them imagine it in their homes. The additional product information was included below. It is essential information but in order to sell the textile and the feeling of it, this information was added below the description.

These product descriptions were included as part of a total website overhaul, including new photos of all textiles.