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The Number 1 rule of good Web design is content is king. This holds particularly true for your eBay listings. The first priority of your listing design is to showcase your goods for sale in the most flattering light possible and within the context of your broader business image. The last thing you want to do is distract the viewer s attention from the item he is considering purchasing. eBay s Turbo Lister, Listing Designer, and other third-party listing services such as Vendio, InkFrog and Mpire all offer WYSIWYG (What You See Is What You Get) HTML editors. The primary mistake that many sellers make when they get their hands on a WYSIWYG editor is that they go way overboard with bells and whistles. They use busy backgrounds and too many different fonts, colors, and type sizes (or even worse, animations, music, and scrolling banners). By the time the listing is created, it looks like a kaleidoscope. The listing viewer becomes confused and distracted, not to mention turned off by an unprofessional-looking site.
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Tip: Reduce the amount of bells and whistles on your eBay listings and
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Store designs. Since over half of the country is still using dial-up, putting extraneous items in your listings creates slower downloads and may drive your customers to your competitors. Such design efforts are counterproductive to the selling of merchandise. The old adage less is more could not be more true in this case. Thoughtful design decisions, mitigated with a bit of restraint, tone down all the visual noise. The point is for your design to complement, rather than compete with, the item that you wish to sell.
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Remember that content is king. Less is more. The point of your listing design is to complement, rather than compete with, the item that you wish to sell. Selecting Colors, Backgrounds, and Borders
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Returning to our discussion of using color to build your brand, the color scheme you choose for your eBay listings (and consequentially, your eBay Store) plays a major part in developing a strong online presence. If you use eBay s Listing Designer or the templates offered from third-party listing
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Putting a Face on Your eBay Brand
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services, you ll find that they all come with a variety of options for choosing background colors and border designs. They make it easy to incorporate your design theme and color scheme into every listing. Think of your signature color and the logo you ve designed when browsing the options available in these listing services, and choose a style that complements your brand image. Once again, considering that your content is king, make a template background selection that won t compete with the items you re selling. As you browse the designs available, note that many template designs use borders with cute or clever designs of baby blocks, flowers, and other themed images. While it may be tempting to use these designs, make sure that your customers attention remains focused on the item you re selling. You don t want to distract them with a busy border or patterned background. If you choose a fairly neutral template with a solid background and simple borders, you ll be able to use it for all your listings, adding to the desired consistency of design that builds brand identity.
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Keeping It All Above the Fold
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Above the fold is an old newspaper journalism term that has been reappropriated in the Web design world. Think of the way that the most important headlines and photos are laid out on the newspaper front page to fit above the horizontal crease. This allows the viewer to see as much essential information and images as possible in a single view. In Web design, above the fold refers to the amount of the Web page the user views on the screen without having to scroll down. For eBay listings, keeping important information above the fold is particularly important. You want your potential customers to get as much information as possible within a single view of the screen. When you go into any eBay item listing page, the view you ll immediately see above the fold is eBay s own information with the title, item number, seller information, and bidding information. Figure 3-3 depicts the standard view of the screen that appears when users open any eBay listing page. Unfortunately, the part of the listing that you have power to control (the description and more images) never appears above the fold. However, you should design your listing layout so that once the viewer has scrolled once, she will be able to view your item description and its images in one screen without having to scroll much more. Just as newspaper readers are less likely to continue reading a story that goes below the fold, the same holds true for scrolling and eBay customers. Remember that it s as easy for a potential customer to click off your site as it is for him to scroll all over your page. You want to keep his attention on your item until he has become engaged in what you re selling. You need to do everything in your power to keep his hand off that mouse until he s ready to click the bid button.
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Figure 3-3 Above the fold view of typical eBay listing. Note that this is standard eBay information; the viewer must scroll down to see the seller s item description and images.
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