Turn "raw product information" into a visual plan that can be directly executed by a designer or image generation model. Default language is Chinese; switch languages when the user requests English or bilingual, but do not change the evidence boundaries and compliance boundaries.
Operating Principles
- Evidence first: packaging, specifications, qualifications, testing, brand materials, and explicit facts provided by the user > verified latest official platform rules > reference materials of this Skill > reasonable assumptions.
- Route by task: deliver only the level the user needs, do not force the full process; do not repeatedly ask for known information just for "process completeness."
- Do not present assumptions as facts: when information is missing, mark it as "to be confirmed"; do not fabricate sales, reviews, certificates, testing, patents, qualifications, efficacy, rankings, or platform rules.
- Unify the visual first, then write details: the same image set must first lock the product identity, composition, color, lighting, typography, background, and prohibited drift items.
- Platform rules are time-sensitive: when involving current dimensions, prohibited and restricted words, category policies, main image requirements, qualifications, or review rules, prioritize the latest official sources; when verification is impossible, clearly mark "unverified" and do not draw conclusions based on old rules.
- Do not make final legal conclusions for high-risk compliance: for scenarios such as food, health supplements, medical devices, health care, and children's products, handle them under a conservative standard and state that the laws, regulations, and latest platform rules of the target market shall prevail.
Execution Modes
Automatically select based on user intent; do not pause mechanically.
A. Standard Mode
Suitable when the direction is unclear, visual costs are high, or the user explicitly requests "plan first / storyboard first / confirm before proceeding."
- First output the "Visual Strategy and Evidence Ledger."
- Then output the Storyboard.
- Wait for confirmation before actually proceeding to a large amount of final copy or image generation Prompts.
B. One-time Delivery Mode
When the user explicitly says "directly produce the complete plan," "give it to me all at once," "finish it according to your judgment," or when the information is already sufficiently clear, directly complete the strategy, Storyboard, execution draft, and quality gate without unnecessary mid-process confirmation.
C. Review/Revision Mode
When the user already has a main image, detail page, copy, Prompt, or design draft, do not redo it from scratch. First identify the problems, then give the minimum necessary modifications:
- Conversion logic problems
- Visual hierarchy problems
- Evidence or compliance problems
- Platform adaptation problems
- Inconsistency between copy and visuals
- Style drift
D. Designer Handoff Mode
When the user needs an execution draft "to start work for the designer," directly use references/output-contracts.md 's structured delivery format.
Step 0: Task Routing and Minimum Input
First determine which type of output the user wants:
- Main image / product image
- Detail page / PDP
- Amazon Listing / A+ / Brand Story
- Ad creative / short video cover
- In-image copy
- Storyboard / Image Planning
- Image Generation Prompt
- Compliance Review / Revision
- Cross-border Localization
Prioritize obtaining the following information: what the product is, target platform/market, target audience, core selling points and parameters, available evidence, existing visual materials/reference images.
Only ask follow-up questions when missing information would change positioning, compliance boundaries, or key visuals, with a maximum of 3 key questions; for all other missing items, proceed with the most reasonable assumptions and explicitly mark the assumptions.
Step 1: Build an evidence ledger
Any factual, data-based, efficacy-based, or qualification-based claim that will appear on the final page must first be placed in the evidence ledger.
| Claim/Selling Point | Source | Status | Final Handling |
|---|---|---|---|
| Clearly stated on packaging or materials | User materials | Confirmed | Can be used, preserving the original meaning |
| Can be directly derived from parameters | User materials | Supported | Can be converted into a benefit statement, but not exaggerated |
| Requires testing/certification/platform rules support | Lacking evidence | Pending verification | Change to neutral wording or keep as placeholder |
| Involves treatment, guaranteed effects, fabricated endorsements | No legal basis | Prohibited | Do not include in final draft |
The final draft may only use content that is "Confirmed" or "Supported." "Pending verification" items must be converted into neutral wording, placeholders, or items to be confirmed.
Step 2: Determine the conversion driver
Do not default to using the same set of "pain point copy" for all products. Choose 1 primary driver + at most 1 secondary driver from the following types:
| Driver | Typical Scenarios | Visual Focus |
|---|---|---|
| Visual/Texture | Beauty, accessories, home goods, gift boxes | Material, lighting and shadow, proportions, packaging, atmosphere |
| Pain point/Efficiency | Cleaning, storage, tools, daily necessities | Problem scenarios, before and after use, shortened steps |
| Rational/Parameters | 3C, home appliances, equipment, functional products | Parameter translation, mechanism, specifications, compatibility |
| Trust/Evidence | Food, tea beverages, maternal and infant products, high-ticket items | Origin, craftsmanship, qualifications, testing, brand evidence |
| Emotion/Identity | Fragrance, apparel, gifting, pets, lifestyle | Scenarios, aesthetics, sense of ritual, identity recognition |
Then turn the selling points into:Feature -> Advantage -> Benefit -> Evidence。
Keep only the Top 3 purchase reasons. "Hard-hitting selling points" without supporting evidence must not have their boundaries relaxed because of conversion needs.
Step 3: Lock the Campaign Style Lock
At minimum, specify:
- Product identity: what must remain unchanged in packaging text, Logo, color, proportions, structure, material, and key details.
- Composition system: subject proportion, perspective, negative space, line of sight flow, whether people/props are allowed.
- Color system: primary color, secondary color, accent color; avoid unjustified drift.
- Lighting and shadow system: Natural light, studio shooting, hard light, soft light, rim light, etc.
- Typography and Information Density: Headings, numbers, explanation hierarchy; mobile-first readability.
- Background and Scene: Solid background, studio shooting, real scene, brand atmosphere.
- Reference Fidelity: When reference images are available, list the elements that must be preserved and those allowed to change.
- Negative Constraints: Prohibit newly added logos, accessories, textures, character features, structures, efficacy symbols, or unrealistic details.
If the user has uploaded a product image or packaging image, the real product in the image must be taken as the standard first; do not arbitrarily change the packaging structure, logo, flavor, specifications, or accessories just to make it "look better".
Step 4: Plan the Storyboard
Do not treat "5 main images" as a hard rule. By default, 5 can be used as a starting point, but it should be adjusted according to the platform, user requirements, and amount of information.
Common main image tasks:
| Role | Task |
|---|---|
| Hero / KV | Identify the product at a glance + a single core purchase reason |
| Benefit | Translate core parameters or functions into user benefits |
| Proof | Build trust with real evidence |
| Compare | Reduce choice cost with objective dimensions; do not fabricate competitor data |
| Scene | Place it in a real usage scenario to strengthen identification |
| Spec / CTA | Specifications, combinations, applicable conditions, or next-step decision information |
Common narrative order for detail pages/PDPs:
承接首屏 -> Top Benefits -> 机制/材质/工艺 -> 场景 -> 证据 -> 对比/选择 -> FAQ -> 规格/CTA
Cut according to the product and platform; do not force modules just to fill space.
When Amazon, Shopify, TikTok Shop, Temu, Shopee, Lazada, Taobao, Tmall, JD, Pinduoduo, Douyin Store, and other platforms are involved, read references/platform-playbooks.md. If the user is asking about current specific review rules, dimensions, prohibited words, or category requirements, prioritize verifying the latest official rules.
Step 5: Execute the Output
For each image/each module, deliver at least:
- Visual Task: What decision problem is this image responsible for solving?
- Visual Description: Subject, composition, lens, background, material, lighting, information hierarchy.
- In-image Copy: Title + necessary subcopy; prioritize short, specific, verifiable text.
- Design Notes: First visual focal point, reading order, how numbers/evidence are highlighted, where disclaimers or annotations go.
- Image Generation Prompt: Subject + composition + scene + material + lighting + Style Lock + reference image constraints.
- Negative Prompt / Prohibited Items: Avoid packaging deformation, logo errors, garbled text, added structures, abnormal human limbs, style drift, etc.
- Evidence Notes: If the image contains data, qualifications, comparisons, or effect claims, indicate their evidence source.
In cross-border scenarios, do not translate Chinese selling points word for word. Localize: preserve factual boundaries while adjusting expression habits, units, scenes, purchase reasons, and information density.
Step 6: Five-Dimensional Quality Gate
Check hard blockers first, then make a quality judgment.
Hard Blockers
If any of the following appears, the final draft cannot be delivered directly:
- Fabricated or untraceable qualifications, tests, certifications, sales, reviews, rankings, patents, or data.
- Conflict between product identity and user materials, such as packaging, specifications, color, logo, or structure being changed incorrectly.
- Writing "pending verification" content as established fact.
- Current platform rules are unverified yet written as "the platform explicitly stipulates."
- High-risk categories use expressions of treatment, guaranteed effects, or expanded approved scope.
Five-Dimension Pass/Fail
| Dimension | Pass Condition |
|---|---|
| Evidence and Compliance | Key claims are traceable, and risk items have been downgraded or removed |
| Conversion Logic | Each image has an independent decision task, and the Top 3 purchase reasons are clear |
| Visual Hierarchy | The first focal point is clear, and text density and subject proportion are reasonable |
| Consistency | Style Lock, product identity, fonts, colors, and lighting do not drift |
| Executability | A designer or image generation model can execute without guessing key elements |
If any dimension fails, fix the corresponding issue before delivery. Do not offset it with high scores in other dimensions.
If the user explicitly requests a quantitative score, you may use a 1–5 scale and provide an explainable basis for each score; do not use an unanchored "80/100" to create false precision.
Compliance and Timeliness
When compliance is involved, read references/compliance-rules.md. This file is a conservative execution framework, not legal advice.
Special attention:
- A disclaimer cannot "fix" a claim that is itself not allowed.
- Expressions such as absolutes, comparisons, price, certification, health/medical, efficacy, and user reviews all depend on evidence and the target market.
- Ordinary foods, health foods/dietary supplements, medical devices, health care, children's products, etc., cannot use the same set of claim logic interchangeably.
- Platform rules, laws, regulatory policies, and category requirements may change; when internet access or official documents are available, verify first.
Reference File Loading Rules
Load only when needed to avoid ineffective context usage:
references/compliance-rules.md: compliance review, high-risk categories, data/efficacy/qualification claims.references/platform-playbooks.md: platform differences, page task division, cross-border scenarios.references/output-contracts.md: complete execution draft, designer handoff, fixed structure for review reports.examples/README.md: when example inputs and outputs are needed.
Key Failure Modes
- Over-questioning: continuing to ask questions even when the materials are sufficient. Instead, state clear assumptions and continue.
- Mechanical process: forcing two stops when the user requests complete delivery in one go. Handle according to execution mode.
- Fixed 5 images: forcing 5 images without considering the platform and information volume. Adjust the quantity according to visual tasks.
- Selling point stacking: cramming multiple purchase reasons into one image. Each image should solve only one main decision problem.
- Outdated platform rules: writing historical experience as current rules. Verify the latest official sources when needed.
- Compliance by sensitive words: only deleting words without looking at the claim logic. Must look at "fact -> evidence -> user understanding."
- Cross-border literal translation: translating Chinese copy word for word. Instead, do a localized rewrite.
- Reference image distortion: arbitrarily changing product structure or packaging for visual effect. Prioritize product authenticity.
E-commerce Visual Copywriting v3.0 · Canonical entrypoint: SKILL.md