Product Name
Following the product name guidelines and formulae below will ensure customers experience consistency in their shopping journey. They’ll have clear and easy visibility of the most searched-for product features right in the names of your products, in the same place across each category.
General Product Name Guidelines
Translation
The Home Depot makes professional French translations mandatory for all PIP elements. This is to ensure Quebec language law requirements are met with excellence.
If you need assistance with French translations, please contact Sematos for a solution at a cost: Étienne Audet at 581-705-3897.
Character Limits
Product names are limited to 100 characters in English and 130 characters in French, including spaces.
ENERGY STAR® Certified Products
For products which are currently ENERGY STAR® certified, please append the following to the end of the product name precisely as it appears here (do not include the quotation marks, and please note the space before and after the hyphen, as well as the all-uppercase format):
“ – ENERGY STAR®”
The above format should be applied to both the English and French names for applicable products.
The inclusion of “ – ENERGY STAR®” in a product name does not count against the character limit in either language.
Product Naming Formulae
Product Name Legend
- [ *** ] : required elements of the product name
- { *** } : desired and may only be supplied if it is applicable to that product
- “ *** ” : to be added as listed
Cooktop | Surfaces de caisson
Product Naming Formula
Formule pour créer les noms des produits
{Series} + [ Width “-inch”] + {“Commercial”, “Portable”, “Downdraft”} + {“Smart”} + [Fuel Type] + {“Cast Iron”, “Ceramic-Top”, “Induction”, “Coil Element”} + [“Cooktop”] + [“with”] + [# of Burners/Elements “Burners” or “Elements”] + {“Including” Specialty Burner/Element Feature} + [“in” Colour/Finish]
[«Surface de cuisson»] + {«commerciale», «portative» ou «à aspiration descendante»} + {«intelligente»} + [type d’alimentation : «électrique» ou «à gaz»] + {«à grilles en fonte», «à dessus en céramique», «à induction» ou «à serpentins»} + [«à»] + [nombre de brûleurs ou d’éléments] + {«dont»} + {«un», «des» ou nombre de brûleurs ou d’éléments spéciaux} + {brûleur ou élément spécial} + {gamme} + [«,»] + [largeur en po] + [«,»] + [couleur ou fini]
Product Naming Examples
Exemples de noms de produits
Profile 36-inch Commercial Gas Cast Iron Cooktop with 5 Burners Including Power Burners in Stainless Steel
Surface de cuisson commerciale à gaz à grilles en fonte à 5 brûleurs dont des brûleurs puissants Profile, 36 po, acier inoxydable
30-inch Electric Ceramic-Top Cooktop with 4 Elements including Tri-Ring Element in Black
Surface de cuisson électrique à dessus en céramique à 4 éléments dont un élément à triple anneau, 30 po, noir
Graff 24-inch Portable Electric Induction Cooktop with 4 Elements including 2 Bridge Elements in Black
Surface de cuisson portative électrique à induction à 4 éléments dont 2 ponts Graff, 24 po, noir
30-inch Electric Coil Element Cooktop with 4 Elements in White
Surface de cuisson électrique à serpentins à 4 éléments, 30 po, blanc
Product Images
**More than half of eCommerce customers explore a product’s image gallery before doing anything else, including reading the product name.**
Please see our Images Guide for complete information on image size, formatting, and general rules and best practices.
Please note that all images must have a native resolution of 1000x1000 pixels or greater to ensure clarity. It is not permissible to “scale up” a low-resolution image to meet this requirement.
Primary Image
For all appliances, the primary image should be a front-facing cut-out image of the appliance on a white background.
The primary image should also:
- Be free of text, logos, badges, etc.
- Provide an accurate depiction of the appliance
- Show the appliance with all doors and drawers in the closed position
Example
*Note: for cooktops, “front-facing” should be interpreted as top-down
Gallery Images
The quantity and quality of images in the gallery are both important determining factors in a customer’s decision to consider a given product. It’s imperative to display enough images that provide simple, visual answers to customers’ most common questions.
Image Quantity
For all appliance categories, a minimum of 5 gallery images is recommended. A product with fewer than 5 images in the gallery runs the risk of being passed over by customers who may consider a lack of images to be a red flag or a reason to mistrust a product.
There is no maximum number of images recommended for appliance categories, however images that are too similar to one another (e.g. images of a product from just slightly different angles that do not add any new information for the customer) or images that are difficult to comprehend should be discarded as they will frustrate customers. More is not always better.
Cooktop Image Recommendations
Image Type |
Examples |
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Dimensions diagram Used to provide visual sizing references for the product, allowing the customer to ensure the right fit in their space. |
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Multiple angles Show the appliance from multiple angles in separate images. Each new angle should supply new information to the customer. This both helps the customer understand the product and provides visual context for feature callout images. Angle images can include:
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Feature callouts Show each key feature in a separate image. Features can be shown in use if applicable. Feature callouts can include:
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Lifestyle Used to display the appliance installed in a kitchen, and to provide a sense of scale and size. Feel free to include multiple angles in separate images of the appliance in use and at rest. |
Marketing Copy
Please see our Marketing Copy Guide for general guidelines including length requirements.
Marketing copy should primarily focus on the various features of the overall product, as well as the benefits of those features and potential use cases. It should be informative and easy to read in about 1 to 3 minutes.
Don’t be afraid to re-iterate information that’s also provided in the feature bullets. Many customers gravitate to either the feature bullets or marketing copy to consume product information in whichever way suits them best.
Marketing copy is an ideal place to include common search terms that will make your product more visible on search engines like Google and Bing as well as homedepot.ca’s on-site search function.
Finally, break up longer marketing copy into shorter paragraphs to avoid presenting the customer with a “wall of text” that feels too dense or otherwise unapproachable.
Suggested Subjects
- Flexibility or versatility of the appliance
- Convenience features for home cooks
- Smart features
- Specific cooking features (induction, gas, etc.)
- Safety features (auto-shut-off or pan-detection, etc.)
- Specific burner features
- Design and finish
Recommended Keywords (if applicable)
- Stovetop
- Electric / Gas / Induction / Propane
- Portable
- Burner / Element
- Glass top / Ceramic top / Cast iron grate
- Downdraft
Feature Bullets
Please see our Feature Bullets Guide for general guidelines including length requirements.
Feature bullets are specifically for calling out the individual features of your product, and explaining the benefits of those features. With feature-forward products such as major appliances, the feature bullets section of the product page is vitally important.
Feature bullets should be short and to the point, avoiding any flowery language. They should also explain the feature and associated benefit with specificity, in simple language, leaving the customer informed and confident in their knowledge.
Each bullet should focus on one feature and its associated benefits.
Aim for 8 to 15 bullets per product. Bullets should be less than 200 characters each, including spaces.
Suggested feature bullet subjects are listed below. Depending on the appliance, it may take multiple bullets to address some of the suggested subjects.
- Burner/element (BTU/Watts) feature and benefit
- Control type feature and benefit
- Specialty burners or elements feature and benefit (bridge burner, expandable burner, griddle, etc.)
- Continuous grates and material feature and benefit (for gas)
- Surface material feature and benefit (for glass/ceramic)
- Smart feature and benefit
- Downdraft exhaust feature and benefit
- Dishwasher safe components feature and benefit (grates/knobs)
- Pan sensor and control lock safety feature and benefit
- Indicator lights feature and benefit
- Pilotless ignition feature and benefit (gas)
- Appearance/design feature and benefit
- Additional accessories feature and benefit
- LP conversion feature and benefit
- Installation (ease of installation, or installation feature)