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Another way to create visual appeal and increase usability (and readability) is to divide your item description into chunks of text. Onscreen reading is different from reading printed text, and it s easy for viewers to lose their place or become confused by endless streams of words. Divide your text into short paragraphs that convey either a single idea or a few simple ideas. Then use your HTML editor to put an extra line of blank space between each paragraph to give it a chunky effect.
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Tip: Aligning your text to the left is Web-standard design for better usabil-
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ity. You ll also notice that the first words of paragraphs are seldom indented online. In addition, centered and right-aligned text should be used with caution, as it can be difficult for the reader to negotiate. Chunking your text creates negative space, or white space, an important aspect of good design. Negative space small, blank areas between images, graphic elements, and text creates visual organization and guides the viewers eyes from one element to the next. When you use the listing templates provided by eBay s Listing Designer, the HTML tables are automatically laid out so that negative space appears between the photos you add and the area where you enter the item description. All you ll need to do is continue using negative space in your description text to complete the picture. If you hire a designer to create your own custom listing templates, be sure she considers the use of negative space in her design.
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Caution: It is possible to include too much negative space. You don t want
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to make your viewer scroll too much. Or worse, the viewer may think that nothing else resides below the screen and therefore won t bother to scroll down at all. Use just enough negative space to rest the viewer s eye. Keep it in proportion and try to keep important information above the fold.
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Font Style, Size, and Color
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A few final considerations are worth noting when designing the text in your item description. First, don t forget about the complications of your font selection for Web use. As mentioned earlier, if you use an unusual font, your viewer s computer needs to be installed with the same font if she is going to see the font as you do on your own screen. As also mentioned, stick with Web-safe fonts such as Times New Roman, Verdana, Arial, and Helvetica to ensure that the text reads the same on any user s computer. Which should you choose Times New Roman and Verdana
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Putting a Face on Your eBay Brand
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have a classic and sophisticated appearance. Arial and Helvetica have a more modern and contemporary look. If you use a logotype font, remember to convert your logo to a .gif or .jpg file for use on your eBay listings and store. The size of your text is also important. Too small is tough to read, and too large means your customer has to scroll around unnecessarily. A 12-point font size is appropriate for the body text or your paragraphs, and 14 to 18 points is a good size for headers or subheads. Reserve boldface, italics, and all capital letters for use in headings or subheads. If you have to, use them sparingly in body text. Entire paragraphs rendered in italic or all caps are very difficult to read. You ll also want to choose a text color that creates a strong contrast with your background color. It s best to use a standard dark color on a light background. You may be tempted to try the design trick of reverse type, where light colors are used on dark backgrounds, but we don t suggest you do this. Even with a strong contrast of type versus background, reverse type is distinctly more difficult to read and can cause viewers to click away from your listing. Finally, the color selection of your type should remain consistent throughout all your listings and your eBay Store. Using too many colors creates visual noise. Decide on a single color that complements your overall graphic identity and stick with it to make your listings more pleasant to view and your brand message clearer.
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