seven boards, one set
In the studio it is a contact sheet.
On Amazon it is one frame at a time, met in a fixed order. Everything after the first exists because the first one only bought the click.
In the studio it is a contact sheet.
7 frames, in the order a buyer meets them — walked slot by slot below.
Five claims, one frame
This is the frame the set is built around. It is the only one carrying five separate claims at once without any of them winning — and the arrangement, not the copy, is what makes that possible.
- 1The product holds the centreEvery callout is placed around it rather than over it. The bottle is never the thing being covered up.
- 2The claims ring the productFlip lid and capacity down the left, carry handle and silent mixing down the right, cup-holder fit bottom right. Five edges, five claims, and a clear column left down the middle for the bottle.
- 3The headline is a promise, not a feature"Built for Performance" sits above the callouts because the callouts are the evidence for it. Reversed, the frame would be a spec sheet.
- 4The number gets its own weight700ml is set larger than the labels around it. It is the only figure on the frame a buyer is actively comparing against another listing.
A read of the composition — not measured attention. No eye-tracking or heat-map data is shown here, because none was collected.
Slot 1 of 8
The search thumbnail
Main image
Product alone on white, three-quarter, filling the frame. Amazon regulates this slot harder than any other and then renders it at the size of a postage stamp — so the silhouette has to survive that. The carry handle is the shape doing that work here: it reads as a handle at 60px, which is where the click is won or lost.
How we build these →Slot 2 of 8
6 hours hot, 12 hours cold
Infographic
The one spec insulated bottles are compared on, and the frame is built as a comparison rather than a claim: warm on the left, cool on the right, the bottle down the seam between them. Two numbers, one image, no paragraph.
How we build these →Slot 3 of 8
Held, at gym scale
Lifestyle
A product photographed alone has no size. A hand around the body settles 700ml before anyone reads the number — and it is the cheapest thing a listing can do to stop a return that starts with "I thought it was bigger".
How we build these →Slot 4 of 8
Gym, desk, street
Lifestyle
Three places in one slot. A buyer looking for a gym bottle and a buyer looking for a desk bottle are different people, and this frame lets both find themselves without spending three of the seven slots on it.
How we build these →Slot 5 of 8
Five claims, one frame
Infographic
Carry handle, flip lid, silent mixing, capacity, cup-holder fit — five callouts ringing the product, none of them overlapping it. The restraint is the work: five, not nine, because a slot with nine equal callouts gives the eye nowhere to stop.
How we build these →Slot 6 of 8
What it is made of
Infographic
BPA-free, leakproof, sweat-proof, odour-resistant, double-wall, 18/8 steel. This is the returns frame — it answers, before purchase, every complaint a one-star review makes about a cheap insulated bottle.
How we build these →Slot 7 of 8
Upside down in a gym bag
Lifestyle
The objection slot. "Leakproof" asserted is a word; leakproof shown lying on its side among clothes in an open bag is a situation the buyer has already imagined going wrong.
How we build these →
Slot 8 of 8
Everything in the box
Infographic
Body, lid, seal and mixing insert laid out separately on white. It is the least glamorous frame in the set and it prevents the most returns: nothing arrives that the buyer did not already see.
How we build these →
