Create a visual argument

Open with an image that establishes the whole project. Follow with details that explain scale, function or craft, then end with the result most relevant to the buyer. Each image should add information. Several near-identical angles can make a gallery feel longer without helping the reader assess the work. Write captions before finalising the selection; difficulty explaining an image often reveals that it is not needed.

Respect the viewing context

Check how portrait and landscape images appear on a phone. Avoid crops that remove the feature described in a caption. If a full image is necessary, provide a way to inspect it without forcing the entire page into a tiny scale. Keep the surrounding text short enough that the gallery remains readable, but include enough context to prevent the work from becoming an unexplained mood board.

Imagine this

Hypothetical example

A hypothetical interiors studio sequences a room overview, a circulation detail, a material close-up and a completed-use photograph. It removes three additional wide shots. A prospect can now follow the design argument rather than scrolling through variations of the same impression.

Make it practical.

Use this checklist as you read. Checks are not stored.

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