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.
Slot 1 of 7
The carton, and the bag out of it
Main image
A black sack has no shape until a hand is holding it open, so the opener shows both: the printed carton standing behind, the bag in use in front. All the explaining is on the box face rather than laid over the picture, which is the distinction that keeps a main image inside Amazon's rule on text.
How we build these →Slot 2 of 7
25% thicker, demonstrated by stretching it
Infographic
A hand pulling the film taut, with 20-micron and 7L on two small cards underneath. Thickness is the one claim in this category nobody believes from a number, so the number is there but the picture is the film refusing to tear.
How we build these →Slot 3 of 7
17 by 7 by 5, against what goes in it
Infographic
The measurements are drawn on the bag itself rather than listed beside it, and a pad is already sitting in the open one. Capacity frames usually show an empty container and a dimension; showing the thing it has to swallow answers the question the dimension was standing in for.
How we build these →Slot 4 of 7
Tied, on a kitchen counter
Lifestyle
A knotted bag photographed in a real room, with three short pills underneath on fragrance, handles and odour. The frame before it is studio white; this is the first time the product appears somewhere it would actually be used.
How we build these →Slot 5 of 7
Opaque, shown twice
Infographic
Two panels: the bag alone against green, then the same bag carried at someone's side. Opacity is a negative claim, you are proving an absence, and the only way to show it is to put the bag in a situation where seeing through it would matter.
How we build these →Slot 6 of 7
Four other things it is for
Lifestyle
A bathroom bin with a pad going in, and a row of four icons on wipes, general waste, pet waste and sanitary towels. The product is named for one use; this slot is where the addressable basket gets widened without the headline having to argue for it.
How we build these →Slot 7 of 7
The last frame is about dexterity
Lifestyle
An older woman tying a bag one-handed, with two lines on limited dexterity and one-handed use. Seven slots in, the remaining objection is not strength or size but whether the person who uses this every day can work it, and the frame answers that by showing it being worked.
How we build these →
