(Source: https://pltfrm.com.cn)
Introduction
In China’s fast-paced e-commerce landscape, visual content is a crucial factor in converting potential customers into loyal buyers. This article explores the key strategies for using visual content effectively to drive growth on Chinese e-commerce platforms.
1. Visual Content That Evokes Emotion
1.1 Building Emotional Connections
Chinese consumers value brands that connect with them emotionally. Using visuals that evoke feelings of happiness, nostalgia, or inspiration can foster a deeper connection. For instance, lifestyle shots that showcase family bonding or personal achievement may resonate more than just showcasing the product itself.
1.2 Storytelling Through Imagery
A powerful way to use visuals is by telling a story that aligns with the values of your target audience. Whether it’s the origin story of your brand or showcasing your product’s impact on customers’ lives, creating visual narratives can help enhance brand recall and foster loyalty.
2. The Role of Color Psychology
2.1 Choosing the Right Colors
Colors have strong psychological impacts, and different cultures interpret colors in unique ways. In China, red symbolizes prosperity and happiness, while gold is often associated with luxury and success. Incorporating these colors into your visuals can create positive associations and improve brand perception.
2.2 Creating Visual Harmony
Beyond cultural symbolism, achieving harmony in your color palette is essential for creating visually appealing content. Use complementary colors to make your visuals stand out while maintaining balance. Avoid clashing colors that could distract or overwhelm the viewer.
3. High-Quality Graphics for User Engagement
3.1 Infographics and Custom Graphics
Chinese consumers love clear, easy-to-understand visuals. Infographics or custom-designed graphics that break down complex information, such as product features or benefits, can increase user engagement and simplify the purchasing decision.
3.2 Visually Engaging Text Overlays
While clean visuals are important, adding succinct, impactful text overlays on images can convey essential information, such as promotions or key selling points, without interrupting the flow of the content. Keep the text minimal but compelling to maintain visual appeal.
4. Adaptation of Visuals for Mobile Shopping
4.1 Mobile-First Design Principles
In China, mobile shopping is dominant, with a significant percentage of consumers accessing e-commerce platforms via smartphones. Therefore, your visual content must be optimized for smaller screens—high-quality visuals that load quickly and are easy to navigate are key to enhancing mobile shopping experiences.
4.2 Vertical Content Formats for Mobile
Mobile users in China consume vertical content at a much higher rate than horizontal content, particularly on platforms like WeChat and Douyin (Chinese TikTok). By adapting your visuals to be mobile-friendly and vertically formatted, you ensure that users can view your content seamlessly on their devices.
Case Study: International Beverage Brand’s Visual Strategy
An international beverage brand increased their sales by 25% in China by using color psychology in their visual content and adapting their designs for mobile shopping. They also integrated storytelling elements into their product visuals, highlighting the lifestyle and health benefits of their products. By collaborating with local influencers, they were able to create authentic and emotionally engaging content that connected well with Chinese consumers.
Conclusion
Creating high-quality visual content for e-commerce in China requires an understanding of local culture, emotional appeal, and design principles. By utilizing color psychology, engaging narratives, and optimizing for mobile, overseas brands can successfully enhance their presence on Chinese e-commerce platforms.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
