Myriam Jessier

Jul 299 min read

Writing a Product Description for Neurodiverse Customers

Creating product descriptions that resonate with neurodiverse customers is essential to improve conversions and consumer satisfaction. We provide a step-by-step guide to make your descriptions more relatable and effective. This article outlines the process of writing a product description for a designer dress that is very sensory-friendly. You need to consider 3 big elements when you write a product description:

What you want to communicate as a brand about the product.
SEO keywords. Keywords are proxies to express the product-related queries people have.
What Google favors and shows for each type of query. The results page shows you the type of content Google considers the most useful.

Here's a quick primer on how people search for things

I went down a rabbit hole a few years ago on this very topic. You can check out my talk at Web à Québec on on-site search and how humans think about the things they want or need.

Exact search by name:

When users know precisely what they want, they search using the exact product name. For instance, someone might look for "Wollices Colby onesie for dogs". To cater to this search type, ensure your product name is clear, consistent, and easily recognizable throughout your description and across all platforms. This consistency is particularly helpful for neurodiverse individuals who may struggle with slight variations in product names.

Compatible product search:

This type of search occurs when users are looking for items that work with products they already own. For example, someone might search for "Winter coats for Dachshunds". To address this, clearly state compatibility or size ranges in your product description. Consider providing visual size guides, as many neurodiverse individuals process visual information more easily than text.

Product type search:

Users often search for general categories of products, such as "cozy dress." To optimize for this search type, use clear category labels and include them in your product description. For instance, label your product as "Cozy Winter Dress" rather than using ambiguous terms. For neurodiverse audiences, especially those who might find metaphorical or ambiguous labels confusing, using literal and concrete category names ensures clarity and ease of understanding.

Related product search:

This occurs when users are looking for items similar to or complementary to a known product, like "Alternatives to little black dresses". In your description, mention how your dress compares to or complements other items. For example, "Our Navy Blue Wrap Dress offers the same versatility as a little black dress, but with a pop of color and a more flattering silhouette for curvy figures." For neurodiverse individuals, consider providing a direct comparison table or chart to clearly explain similarities and differences between dress styles.

Search by symptoms/problem:

Users often seek solutions to specific issues, such as "Dresses for hot summer weddings". Address common problems your dress solves in the description. For instance, "Our Breathable Linen Maxi Dress keeps you cool and comfortable during hot summer events, with its lightweight fabric and loose-fitting design." For neurodiverse individuals, be specific about how the dress solves the problem, possibly including step-by-step explanations of how the dress works to keep you cool.

Product adjacent queries:

These searches involve users seeking information about purchasing, shipping, or using the product, like "How to wash silk dresses" Include key information about delivery, care instructions, or return policies in your dress description. For neurodiverse users, provide this information in a clear, structured format, such as an FAQ section, as many appreciate when information is organized and easily accessible.

Neurodiverse individuals might use any of these search methods, but they may particularly appreciate clear, direct language and comprehensive information. For instance, an autistic person might prefer exact searches and detailed specifications, while someone with ADHD might use more varied search patterns and appreciate concise, well-structured information.

How to Make a Product Description More Relatable to Neurodiverse Customers

Brands assume advertising impacts all consumers equally. In reality, this was never the case. Neurodiverse brains function, learn, and process information in distinctive ways. Rory Sutherland, says the emotional sale typically has less hold on the neurodivergent consumer.

Our research suggests that compared to neurotypicals, our neurodiverse users value much more images, accurate concise information and ease of transaction to make a purchase decision, rather than other factors such as return policy, brand familiarity and perceived scarcity. - Giulia Panozzo

Google's messy middle is actually less messy for neurodiverse customers — These are the results of an exclusive research carried out by Giulia Panozzo and Myriam Jessier

1. Emphasize Clarity and Directness

Each line in the description should communicate a key point:

Use straightforward, unambiguous language
Avoid figurative speech or idioms that might be misinterpreted
Ensure each word serves a purpose - no fluff!

2. Structure Information Effectively

Each piece of information should have its own clear, defined space. Here’s how to go about it:

Break content into smaller, manageable chunks
Use clear headings and subheadings
Use bullet point lists for easy scanning

3. Prioritize Visual Design

Your product description should be as visually striking and clear as possible:

Use high-contrast designs for better readability
Make sure the main image on the product really “sells” the product without any visual distraction in the shot
Incorporate relevant, clear images of the product: user-generated images, images showing the product used as intended, etc.
Add features like 360-degree product views

4. Provide Comprehensive Details

Write with the customer's need for information in mind, leaving no questions unanswered.

Include all essential product specifications
Offer transparent information about costs and shipping
Add user-generated content and verified reviews if available

5. Consider Sensory Aspects

Describe textures, sounds, or smells associated with the product
Avoid overwhelming sensory descriptions
If applicable, mention if the product is suitable for those with sensory sensitivities

By following these guidelines, you're not just catering to a specific group - you're improving your product descriptions for all potential customers.

Step-by-Step Guide to Writing the Product Description

A fashion catalog page, with the MECCA dress available in three colors: Pepper, Smoke, and Grape. The first image shows a model wearing the dress in Pepper, a black color, standing indoors. The second image features a model in the Smoke color, a light gray shade, posing against a wall. The third and fourth images show a model wearing the dress in Grape, a purple hue, posing on a staircase.

Read other product descriptions

Read the other product descriptions to figure out what the most common product description structure is for the brand. This sets a baseline that you can improve. For the MECCA dress by MASMontréal, we looked at previous product descriptions from the brand and established the following taxonomy:

Hook, elevator pitch for the product
What makes it cool: confirm why the person clicked on it, why they liked the photos of the product
Cut
Style
Fabric
Explain why it will look good on them
Explain when they can wear this
Highlight the colors

Analyze what elements are neurodiversity-friendly

Here is another product description available on the website:

Introducing the Amsterdam oversized sweater, the perfect addition to your wardrobe this season. Made from high-quality cotton fabric, this sweater offers both comfort and style, making it the ultimate statement piece.

The oversized look and high neck design make this sweater perfect for wearing on its own, creating a chic and effortless look. It adds a touch of sophistication to the overall design, making it a versatile piece that can be dressed up or down depending on the occasion. Pair it over our Tofino t-shirt or Frankfurt dress for a layered look that's both stylish and comfortable.

One of the best things about this sweater is its ability to fit a variety of silhouettes. Whether you're tall or short, curvy or slim, this sweater is designed to conform to your body shape, giving you a comfortable and flattering fit every time.

So whether you're running errands or heading out for a night on the town, this Oversized Sweater with a High Chimney Neck is the perfect choice for any occasion.

The Amsterdam sweater is available in 4 stunning colors - Lavender, Indigo, Pepper, and Evergreen, giving you the flexibility to choose the perfect color to suit your style and preference.

Made form 95% cotton, 5% spandex

Here’s what works really well:

Color choices are introduced
Silhouette/fit versatility is highlighted
Use cases : when to wear this
And what it goes well with in the collection

Look at online conversations and social media

Go on Perplexity.ai and do a search to see what autistic women look for in a winter dress. Go on Google and look for Reddit threads discussing the topic. Go on TikTok and see what insights you can gather. In the dress example, we found the following information:

Overall information

It is essential to prioritize comfort, sensory-friendly materials, and designs that allow for ease of movement.
Loose Fit: Avoids tightness and allows for better movement.
Minimal Seams: Reduces irritation from rubbing.
Tagless: Prevents discomfort from tags.

Practical Features for Winter

Long Sleeves: Keeps arms warm without the need for additional layers.
Layering Options: Dresses that can be easily layered with thermal leggings or turtlenecks.
Midi to Maxi Lengths: Provides extra warmth and coverage.

Style Considerations

Simple and Versatile: Can be dressed up or down.
Neutral Colors: Easy to mix and match with other wardrobe items.
Materials: Providing softness and a bit of stretch.
Designs: Loose turtleneck style, long sleeves, and midi length, which are ideal for warmth and comfort.
Colors: versatile and easy to pair with other items.

Goes well with

Uniqlo Heattech: thermal leggings and tops that can be layered under dresses for added warmth.

Look for the right words

Use Semrush, Serpstat, SE Ranking, Moz or any other SEO tool to do a quick keyword research:

long sleeve turtleneck dress loose
turtleneck dress sweater
black dress turtleneck
cozy oversized sweater dress

AI-assisted Copywriting: Ask an LLM to write a boilerplate description

You need to provide context, needs, expectations, etc. to the LLM. Your prompt should integrate your insights to guide the machine. Here’s the result:

Elevate Your Wardrobe with the FRANKFURT Dress

Introducing the FRANKFURT dress, a perfect blend of comfort and style designed to be your go-to piece this winter. Crafted with meticulous attention to detail, this dress promises to be a versatile addition to your wardrobe, offering both elegance and ease of movement.

Why You'll Love It

The FRANKFURT dress caught your eye for a reason. Its sleek design and cozy materials make it an irresistible choice for those seeking both fashion and function. The photos showcase its effortless style, but let's dive into what makes this dress truly special.

Cut and Style

Midi Length: Provides ample coverage while maintaining a chic silhouette.
Loose Turtleneck: Ensures warmth and comfort, perfect for colder days.
Streamlined Cut: Skims the body without clinging, offering a relaxed yet elegant fit that suits various body types.

Fabric

Material: Made from a blend of 70% polyester, 27% rayon, and 3% spandex.
Soft and Stretchy: The fabric is soft to the touch and offers just the right amount of stretch.
Breathable and Gentle: Ideal for those with sensory sensitivities, ensuring comfort throughout the day.
Lightweight Feel: The dress is lightweight, reducing any feeling of heaviness or restriction.
Tag-Free Design: No tags to avoid irritation on the skin.

Why It Will Look Good on You

Flattering Fit: Enhances your natural silhouette while providing a comfortable fit.
Adaptable Design: Suitable for tall, petite, curvy, or slim body types.
Easy to Accessorize: Minimalist design and neutral tones make it easy to create a variety of stylish outfits.

Available Colors

Choose from four sophisticated colors:

Pepper (Black): A classic choice that pairs well with anything.
Sand (Beige): A versatile neutral that exudes understated elegance.
Iron (Gray): A timeless shade that complements any wardrobe.
Ruby (Red): A rich hue that adds a pop of color to your winter wardrobe.

The FRANKFURT dress is more than just a piece of clothing; it's a statement of style and comfort. Its thoughtful design, high-quality fabric, and versatile nature make it a must-have for any fashion-forward wardrobe. Embrace the season with the FRANKFURT dress and experience the perfect blend of elegance and ease.

Manual tune-up

Here’s the final product description prioritizing accessibility for a potential customer on the autism spectrum. We modified the taxonomy a bit to fit the flow based on our insights.

MECCA: The Coziest Turtleneck Sweater Dress

The MECCA dress is your go-to piece for this winter. This dress skims the body without clinging, offering a sleek silhouette that suits a wide variety of body types. Fashion meets function: this dress is more than just a piece of clothing; it's a statement of style and comfort.