Brand Grader — 13 Visual Laws

Hero image shows transformation, not product

Does your hero image show an outcome or result — not just the product itself?

Skin-tone / demographic diversity in first viewport

Does your hero imagery include diverse representation in the first visible section?

Every claim has visual proof adjacent

For every claim ('clinically tested,' 'reduces frizz 80%'), is there adjacent proof — image, badge, or citation?

Max 2 typefaces across all assets

Count the typefaces visible on your PDP. Brand name, body, CTA — if more than 2, you fail.

CTA button contrast ≥ 4.5:1

Test your add-to-cart button color against its background at contrast-ratio.com. Must be 4.5:1 or higher.

Price visible above fold on mobile

Open your PDP on an iPhone. Can you see the price without scrolling?

Product images have ≥ 12px white space margin

Do your product images have breathing room, or are they touching edges?

Review count visible within 2 scrolls

Can a buyer see your review count and star rating without scrolling more than twice on mobile?

Ingredient callouts use clinical language standard

Are ingredient names in clinical/INCI format with percentages where applicable?

No lifestyle copy without a conversion anchor adjacent

After every editorial or lifestyle section, is there an add-to-cart or CTA button nearby?

Ad creative matches lander visual within 80%

If your ad shows a lifestyle scene, does your PDP open to the same visual world?

No discount signals on full-price pages

Is there any sale badge, 'we made too much,' or discount signal visible on a full-price PDP?

Font hierarchy consistent: no decorative fonts

Is every typeface used for a clear purpose? No decorative or display fonts in body text.