Infographics Rules for Wildberries and Ozon Product Cards

Infographics are the slides in a product gallery where a photo is combined with short Russian text, icons and callouts. On Wildberries and Ozon they are not decoration: they are how shoppers compare products without reading. Good marketplace infographics follow a small set of rules, and most of them are about restraint. Here are the rules we see working across categories, with specifics for sellers who do not read Russian themselves.

Rule 1: three to five benefits per slide, not fifteen

The most common failure is overload: a slide that lists every feature from the supplier's specification sheet. Russian shoppers scroll galleries on a phone, and a slide gets perhaps two seconds. That is enough for one headline and three to five short points, not twelve.

Pick benefits by asking what the buyer is comparing. For a power bank it is capacity, charging speed, ports and weight. For leggings it is fabric composition, opacity, waistband height and size range. Everything else goes into the description and attribute fields, where the search engine reads it anyway.

One main benefit per slide in large type; supporting points in smaller type.
Spread benefits across slides rather than crowding them onto one.
If a benefit needs a sentence to explain, it is a description line, not an infographic point.

Rule 2: Russian text that is readable at thumbnail size

Text on a slide should be legible on a 6-inch screen without zooming. In practice that means a headline of roughly 5–8% of the image height and body text no smaller than about 3–4%. Anything thinner disappears when the gallery is viewed in the grid or as a cart preview. Russian words are on average longer than English ones, so a layout that fits an English label often needs a size down or a line break in Russian. Plan for it; never shrink the font to make a translation fit.

Font and language details that mark a card as foreign

Use fonts with proper Cyrillic glyphs. Faux-Cyrillic made from Latin look-alikes is noticed instantly.
Avoid all caps for long phrases: Cyrillic capitals are harder to scan than Latin ones.
Use the Russian decimal comma (2,5 кг) and a space as the thousands separator (20 000 мА·ч).
Word breaks must follow Russian hyphenation rules; a broken word in a headline looks like a bug.

Rule 3: contrast, not colour

A slide that looks rich on a design monitor often turns to mud at feed size. The test is simple: shrink the image to about 150 pixels wide and check whether the product silhouette and the headline are still distinguishable. Dark text on a light panel, or white text on a solid dark shape, survives compression; gradients behind text and thin outlines do not.

Choose one accent colour per card set and use it consistently for callouts and numbers. Consistency makes the gallery feel like one brand instead of a collage of supplier images. Both marketplaces compress uploads, so fine textures and subtle shadows are not worth the effort.

Rule 4: Russian units, Russian sizes, Russian expectations

This is where foreign sellers lose trust fastest. Russian shoppers think in centimetres, grams, litres, millilitres and Celsius. Inches, ounces, pounds and Fahrenheit on a slide signal that the seller has not adapted the product and that sizing may be a gamble.

Dimensions: см and мм; weight: г and кг; volume: мл and л; temperature: °C.
Batteries: мА·ч; power: Вт; voltage: В.
Clothing: the Russian size scale (42, 44, 46...) alongside the international size, plus a measurements table in cm. A chest measurement in cm converts far more reliably than the letter M.
Shoes: Russian or European sizes with foot length in cm.

A dimensions slide with the product next to a familiar object — a hand, a mug, an A4 sheet — helps more than a bare number, because it turns a figure into an intuition.

Rule 5: what not to write on marketplace infographics

Marketplaces moderate card content, and Russian consumer law is stricter about claims than many sellers expect. Some things are risky; others are harmless but hurt conversion.

No superlatives you cannot prove: "the best", "No. 1" and "the most popular" invite moderation and complaints.
No medical or health claims for cosmetics, supplements or gadgets.
No competitor brand names on comparison slides; compare with "a standard model" instead.
No prices, discounts or sale labels: prices change, moderation flags them, and the slide dates itself.
No contact details, URLs, QR codes or social handles.
No leftover English phrases ("Premium Quality", "Best Choice") — they read as placeholder text.
No delivery promises; the marketplace controls delivery, not you.

Rule 6: a consistent slide sequence

Shoppers are trained by the thousands of cards they have already seen, and a familiar order feels professional even when they cannot say why. Start with the main image (product large, one benefit), then a lifestyle scene that looks like a Russian home or office, then three to five key benefits, a materials macro, dimensions in Russian units, what is in the box, and a guarantee slide with warranty term and certification. A comparison with a basic model, or a before/after for cosmetics and cleaning products, is an optional closer.

Checking a card when you do not read Russian

Have a native speaker read the slides aloud. If they stumble, pause, or ask what something means, the text is wrong. Check numbers twice: a single misplaced comma turns 2,5 кг into 25 кг. Look at the card on an actual phone in the Wildberries or Ozon app, not in a desktop preview. And compare it with the top three listings in your category — the goal is to look native and slightly clearer, not louder.

WBGen applies these rules automatically: the generator writes infographic text in native Russian, uses Russian units and sizes, keeps three to five benefits per slide and produces the full sequence — main, lifestyle, macro, bundle, guarantee, comparison — from one photo. See the card creation page, and read why these slides drive sales in how product cards raise conversion.

Ready to see your own product in a native Russian infographic set? Upload a photo and get the full gallery in about three minutes — start the 7-day trial for $1.