Content Layout

Content Layout (内容排版)

Overview

Content layout is the strategic arrangement of visual elements, text, and information on Xiaohongshu carousel slides to create visually appealing, easy-to-consume content that guides the viewer's eye and communicates information effectively.

When to Use

Use when:

• Creating carousel posts (multi-slide content)
• Designing text-heavy content (tips, lists, guides)
• Organizing information visually
• Improving content readability
• Creating branded aesthetic
• Designing cover images for carousels

Do NOT use when:

• Single image posts (less layout complexity)
• Content is primarily visual (minimal text)

Core Pattern

Before (poor layout):

❌ "Text too small, can't read on mobile"
❌ "Cluttered design, no visual hierarchy"
❌ "Inconsistent fonts and colors across slides"
❌ "Slides feel disconnected, no cohesive design"
❌ "Viewers swipe past without reading"

After (professional layout):

✅ "Clear visual hierarchy, easy to scan"
✅ "Consistent design language across all slides"
✅ "Text is readable (even on small screens)"
✅ "Branded aesthetic, followers recognize my style"
✅ "High engagement: saves, shares, completion"
✅ "Professional look, attracts brand partnerships"

5 Layout Principles:

1. Hierarchy - Most important elements largest and first
2. Consistency - Unified style across all slides
3. Readability - Text is legible on mobile screens
4. Balance - Visual weight distributed evenly
5. Whitespace - Breathing room, not overcrowded

Quick Reference

Implementation

Step 1: Plan Carousel Structure

Outline Before Designing:

Carousel Planning Framework:

1. Define Content Purpose
   What is this carousel about?
   - Tutorial: Step-by-step guide
   - List: Top tips, products, mistakes
   - Story: Narrative arc across slides
   - Comparison: Before/after, product comparison

   Example Purpose:
   "Educational carousel teaching how to build a skincare routine
    for dry skin in 5 steps"

2. Outline Slide-by-Slide
   Slide Breakdown:

   Slide 1: Cover/Hook
   - Eye-catching title
   - Promise of value
   - Your brand/aesthetic

   Slide 2-4: Main Content (3 slides)
   - One key point per slide
   - Visually consistent
   - Progressive flow

   Slide 5: Summary/Takeaways
   - Recap key points
   - Memorable format

   Slide 6: Call-to-Action
   - What to do next
   - Link/Follow prompt

   Example Outline:
   Slide 1: "Dry Skincare Routine: 5 Steps to Hydrated Skin"
   Slide 2: "Step 1: Gentle Cleanser (why + how)"
   Slide 3: "Step 2: Hydrating Toner (why + how)"
   Slide 4: "Step 3: Hyaluronic Acid Serum (why + how)"
   Slide 5: "Steps 4-5: Moisturizer + SPF"
   Slide 6: "Save this! Follow for more skincare tips"

3. Determine Text vs Visual Balance
   Text-Heavy (Tips, Lists):
   - More text per slide
   - Bullet points, numbered lists
   - Clean background to keep focus on text
   - Generous whitespace

   Visual-Heavy (Results, Products):
   - Large images, minimal text
   - Text overlays for context
   - Emotion-driven (not information-driven)

   Balanced (Educational):
   - Equal text and visuals
   - Image + explanation per slide
   - Visual supports text, not competes

4. Plan Visual Elements
   What visuals do you need?
   - Product photos
   - Before/after photos
   - Illustrations/graphics
   - Icons (checkmarks, arrows)
   - Background colors/textures

   Visual Consistency:
   - Same photo style across all slides
   - Consistent background (color or texture)
   - Unified design elements

   Example:
   All slides:
   - White background
   - Product photo on right
   - Text on left
   - Accent color: coral pink
   - Font: Arial (clean, modern)

5. Create Design System
   Before designing first slide, decide:

   Fonts:
   - Title font: [Bold, decorative font]
   - Body font: [Clean, readable font]
   - Accent font: [For emphasis, if using]

   Colors:
   - Primary: [Main brand color]
   - Secondary: [Supporting color]
   - Accent: [Highlight color]
   - Background: [White/light gray/off-white]
   - Text: [Dark gray/black]

   Elements:
   - Icons style: [Line or filled]
   - Shapes: [Rounded corners or sharp]
   - Divider lines: [Include or not]

   Example Design System:
   Font: Poppins (modern, clean)
   Colors: Coral (#FF7F50), White (#FFFFFF), Dark Gray (#333333)
   Icons: Filled circles for emphasis
   Shapes: Rounded corners (20px radius)

Step 2: Design Individual Slides

Create Each Slide with Purpose:

Slide Design Templates:

1. Cover Slide (Slide 1)
   Purpose: Grab attention, promise value

   Layout:
   - Title: Large, bold, top 1/3 of slide
   - Subtitle: Smaller, supporting text
   - Visual: Product photo or illustration (bottom 2/3)
   - Branding: Your logo or handle (subtle, corner)

   Title Tips:
   ✅ Specific (not "Skincare Tips" but "5 Steps for Dry Skin")
   ✅ Benefit-driven (what they'll gain)
   ✅ Intriguing (make them want to swipe)

   Cover Slide Example:
   [Title: 5-Step Dry Skincare Routine]
   [Subtitle: Transform Your Skin in 30 Days]
   [Image: Model with glowing skin holding products]
   [Bottom: Your handle]

2. Content Slides (Slides 2-5)
   Purpose: Deliver information, one point per slide

   Layout Options:

   Split Layout:
   - Left: Text (step/title + explanation)
   - Right: Image (product photo, result)
   - Divide: 50/50 or 60/40

   Vertical Layout:
   - Top: Title/Step number
   - Middle: Image (large, visual focus)
   - Bottom: Text explanation (2-3 bullet points)

   Text-First Layout:
   - Top: Title/Step number (bold)
   - Middle: Text explanation (bullet points)
   - Bottom: Small supporting image

   Design Best Practices:
   ✅ One main point per slide
   ✅ 3-5 bullet points max (avoid overwhelm)
   ✅ Large text (minimum 24pt body, 36pt title)
   ✅ High contrast (dark text on light background)
   ✅ Generous whitespace (don't crowd)
   ✅ Visual hierarchy (title > subtitles > body)

   Content Slide Example (Split Layout):
   [Left Side]
   Step 2: Hydrating Toner

   Why:
   • Prepares skin for serum
   • Adds lightweight hydration
   • Balances pH levels

   How:
   Apply to cotton pad, sweep
   over face after cleansing

   [Right Side]
   [Large product photo]

3. Summary Slide (Slide 5 or 6)
   Purpose: Recap key points, memorable takeaway

   Layout Options:

   List Format:
   - Title: "Recap: 5 Steps for Dry Skin"
   - Numbered list of all steps (brief)
   - Key takeaway or pro tip

   Visual Format:
   - Infographic-style (process flow)
   - Diagram or illustration
   - Before/after if applicable

   Summary Slide Example:
   [Title: Your Complete Routine]

   Morning:
   1. Cleanser
   2. Toner
   3. Serum
   4. Moisturizer
   5. SPF

   Pro Tip:
   Wait 1 minute between steps
   for better absorption!

4. CTA Slide (Final Slide)
   Purpose: Drive action (follow, save, share, click)

   Layout:
   - Large text (one clear message)
   - Supporting visual (optional)
   - Branded elements

   CTA Examples:
   - "Save this for your next shopping trip!"
   - "Follow for more skincare routines"
   - "Comment your questions below"
   - "Link in bio for full product list"
   - "Share with a friend who needs this"

   CTA Slide Example:
   [Large Text: SAVE THIS]
   [Smaller: for your next routine]
   [Visual: Phone with saved icon]
   [Bottom: Follow @[username] for more]

Step 3: Master Typography

Make Text Readable and Beautiful:

Typography Best Practices:

1. Font Selection
   Categories:
   - Serif: Traditional, elegant (good for luxury brands)
   - Sans-serif: Modern, clean (good for most content)
   - Display: Decorative, bold (use sparingly for titles)

   Readability Hierarchy:
   Title Font: Bold, distinctive
   Body Font: Clean, simple, highly readable
   Accent Font: Different style (use for emphasis only)

   Font Pairing:
   ✅ Two fonts max (title + body)
   ✅ Pair sans-serif with serif (modern + classic)
   ✅ Same font family, different weights (bold + regular)

   Popular Font Combinations:
   - Poppins (modern) + Playfair Display (elegant)
   - Arial (safe) + Georgia (classic)
   - Montserrat (clean) + Merriweather (readable)

2. Font Sizing
   Mobile-First (Xiaohongshu is mobile app):

   Title: 36-48pt (large, bold)
   Subtitle: 28-32pt (medium, regular)
   Body: 24-28pt (small, readable)
   Captions: 18-20pt (very small, use sparingly)

   Testing:
   ✅ Preview on phone screen
   ✅ Can you read without zooming?
   ✅ Is text legible at arm's length?

   Common Mistakes:
   ❌ Text too small (<20pt body = unreadable)
   ❌ Text too large (>50pt title = overwhelming)

3. Text Color and Contrast
   Contrast Ratios:
   ✅ Dark text (#333333) on light background (#FFFFFF)
   ✅ White text (#FFFFFF) on dark background (#333333 or branded color)
   ✅ Dark gray (#666666) on light gray (#F5F5F5)

   Avoid:
   ❌ Light text on light background (low contrast)
   ❌ Dark text on dark background (unreadable)
   ❌ Bright colored text (hard to read)

   Color Emphasis:
   ✅ Use accent color for keywords/highlights
   ✅ Don't overuse (1-2 words per slide max)

4. Text Spacing
   Line Spacing (Leading):
   ✅ 1.2-1.5x font size (body text)
   ✅ 1.0-1.2x font size (titles)

   Example:
   Font size: 24pt
   Line spacing: 30pt (1.25x)

   Letter Spacing (Kerning):
   ✅ Normal for body text
   ✅ Slightly increased for ALL CAPS titles

   Paragraph Spacing:
   ✅ One blank line between paragraphs
   ✅ Extra space before/after headers

5. Text Alignment
   Options:
   - Left align: Most readable, standard
   - Center align: For titles, short text
   - Right align: Rarely use (hard to read)

   Best Practice:
   ✅ Left align body text (most readable)
   ✅ Center align titles (aesthetic)
   ❌ Justify (creates uneven spacing)

6. Text Hierarchy
   Visual Hierarchy:
   1. Title (largest, boldest)
   2. Subtitle (medium, regular weight)
   3. Body text (smaller, regular weight)
   4. Captions (smallest, optional emphasis)

   Size Scale:
   Title: 48pt
   Subtitle: 32pt
   Body: 24pt
   Caption: 18pt

   Weight Scale:
   Title: Bold (700)
   Subtitle: Semi-bold (600)
   Body: Regular (400)
   Caption: Light (300) or Regular

Typography Checklist:
✅ Font readable at mobile size
✅ High contrast (dark on light or vice versa)
✅ Generous spacing (not cramped)
✅ Clear hierarchy (title > body)
✅ Consistent across all slides

Step 4: Use Colors Effectively

Create Cohesive Color Palette:

Color Strategy for Carousels:

1. Define Brand Colors
   Primary Color:
   - Main brand color
   - Use for: Titles, accents, emphasis
   - Example: Coral (#FF7F50)

   Secondary Color:
   - Supporting color
   - Use for: Subtitles, icons, dividers
   - Example: Peach (#FFCBA4)

   Neutral Colors:
   - Background: White (#FFFFFF), light gray (#F5F5F5)
   - Text: Dark gray (#333333), black (#000000)

   Accent Color:
   - Highlight color (use sparingly)
   - Use for: CTAs, important keywords
   - Example: Gold (#FFD700) or bright version of primary

2. Color Psychology
   What Colors Communicate:

   Blue: Trust, professional, calm
   → Good for: Skincare, educational content

   Pink/Coral: Feminine, warm, friendly
   → Good for: Beauty, lifestyle

   Green: Natural, organic, healthy
   → Good for: Clean beauty, wellness

   Black/White: Minimal, modern, sophisticated
   → Good for: Fashion, luxury

   Yellow/Orange: Energetic, cheerful
   → Good for: Tips, lists, fun content

3. Create Color Palette
   Formula: 1 primary + 1 secondary + 2 neutrals

   Example Palette 1 (Warm):
   Primary: Coral (#FF7F50)
   Secondary: Peach (#FFCBA4)
   Neutral 1: White (#FFFFFF)
   Neutral 2: Dark Gray (#333333)

   Example Palette 2 (Cool):
   Primary: Teal (#008080)
   Secondary: Light Blue (#ADD8E6)
   Neutral 1: White (#FFFFFF)
   Neutral 2: Navy (#000080)

   Example Palette 3 (Minimal):
   Primary: Black (#000000)
   Secondary: Gray (#808080)
   Neutral 1: White (#FFFFFF)
   Neutral 2: Light Gray (#D3D3D3)

4. Apply Colors Consistently
   Color Rules:
   ✅ Same background across all slides (usually white)
   ✅ Titles always primary color
   ✅ Body text always neutral dark
   ✅ Accents in secondary color
   ✅ CTAs in bright accent color

   What to Color:
   - Slide titles: Primary color
   - Step numbers: Primary color
   - Keywords/Emphasis: Secondary color
   - Body text: Neutral dark
   - Bullet points: Secondary or neutral
   - Background: Neutral light (white or light gray)

5. Test Color Accessibility
   Check:
   ✅ Is text readable on background?
   ✅ Is there enough contrast?
   ✅ Does it look good on mobile screen?

   Tool: Contrast checker (online)
   Standard: WCAG AA (4.5:1 contrast ratio minimum)

   Test:
   - View on phone in natural light
   - Ask friend: "Can you read this easily?"

Step 5: Add Visual Elements

Enhance with Graphics:

Visual Enhancement Elements:

1. Icons and Shapes
   Purpose: Visual interest, organization

   Icons:
   - Checkmarks: For lists, pros
   - Crosses: For cons, warnings
   - Arrows: Direct attention, show flow
   - Circles: Group related items
   - Numbers: Step indicators

   Usage Rules:
   ✅ Consistent style (all filled or all outline)
   ✅ Same color scheme (primary or secondary)
   ✅ Appropriate size (not overwhelming)
   ❌ Don't overuse (cluttered)

   Example:
   Step 1: [Number in circle] Cleanser
   Step 2: [Number in circle] Toner

2. Dividers and Lines
   Purpose: Separate sections, visual flow

   Types:
   - Horizontal line: Separates sections
   - Dotted line: Softer separation
   - Wave/shape: Decorative divider

   Usage:
   ✅ Between title and body
   ✅ Between slides (if split content)
   ❌ Don't overuse (can look cluttered)

3. Backgrounds and Textures
   Options:
   - Solid color (cleanest)
   - Gradient (modern, subtle)
   - Texture (paper, fabric - adds depth)
   - Image (product photo, blurred)

   Best Practice:
   ✅ Subtle, doesn't compete with content
   ✅ Consistent across carousel
   ❌ Busy patterns (hard to read text)

4. Product Photography
   Integration:
   - Cutout product: Remove background, place on solid color
   - Lifestyle shot: Product in use context
   - Flat lay: Products arranged artfully

   Placement:
   - Right side (if text on left)
   - Background (blurred, text overlaid)
   - Bottom (small, supporting)

5. Overlays and Effects
   Options:
   - Drop shadow: Adds depth to text/boxes
   - Translucent box: Behind text for readability
   - Gradient overlay: Fade from transparent to color

   Usage:
   ✅ Subtle effects (enhance, don't distract)
   ✅ Purposeful (improves readability or aesthetic)
   ❌ Heavy effects (looks amateur)

Visual Element Checklist:
✅ Icons consistent in style and color
✅ Product photos high quality and consistent
✅ Backgrounds clean and simple
✅ Effects subtle and purposeful
✅ All elements support content (not decorative)

Common Mistakes

Real-World Impact

Case Study: Layout Transformation

• Before: Text-heavy, small fonts, inconsistent, 5% completion rate
• After: Clean layout, large text, consistent design, 40% completion rate
• Result: 8x increase in completion, 3x more saves, followers praised readability

Data-Backed Insights:

• Carousels with consistent design get 2x more engagement than inconsistent
• Text size under 24pt results in 70% lower completion
• High contrast (dark on light) increases reading time by 40%
• Carousels with 5-8 slides have optimal completion (too many = drop-off)
• White space increases comprehension by 30%
• Cover slides with clear title/value get 3x more swipe-through

Related Skills

REQUIRED: Use cover-design (cover slide is first impression) REQUIRED: Use image-text-content (layout for图文 posts)

Recommended:

• visual-branding (create consistent aesthetic)
• canva (tool for carousel design)
• graphic-design (fundamental design principles)