Will: The new look QVC ‘L’


Will Gowing

The QVC 'L' is arguably the most famous thing about QVC.

For those of you who are wondering what on earth I'm talking about, the 'L' describes the shape of the product details you see on screen at home.

We've always had it and it's always been an important tool for you to get essential information quickly. 


Qvc 1999 QVC 'L' from 2005  QVC modern 'L'

My very first job in television was here at QVC. I started behind the scenes in December 1999 and this first picture was the QVC 'L' look of the day. I remember that orange kitchen set, the music and the gold and purple colours. 

Of course everything has to evolve and it's important to keep things looking fresh. As we headed into the new millenium the 'L' became crisper (see second picture). This picture is from around 2005 and it already looks a bit dated compared to what we have today, it's funny how quickly we get used to something!

Our current 'L'
So here we are in the present day (picture left). Our modern, cleaner 'L' has been developed for a few reasons and so I thought it might be nice for you to know exactly what they are. 

First of all you'll notice that we're using colour in a slightly different way. The colour is now placed on the price, which helps highlight the most important part of the 'L'. 

Secondly QVC have been broadcasting in widescreen for a number of years but our new 'L' is much more 'widescreen friendly' giving a better look for you at home. Finally there is a gap between the bottom of the 'L' and the top. This gap is there for additional information when required, but when there's no gap it means you can see more at home. 

Many of you have been mentioning on our Facebook page that the size of the P&P details is a little too small, well I just want to assure you that we have listened and this is being looked at! 

I like the fact that the various looks alter through the years. It's funny how quickly we all get used to it and let's face it, if things didn't change we'd have nothing to laugh at later down the road! 

Take care,

Will x 


  1. Rebecca Robinson October 27, 2011 at 9:06 pm -  Reply

    I personally prefer how it was recently before it changed. There was nothing wrong with it and at least all the text was clear and large enough. I have perfect vision and don’t need glasses and i find that it is not as easy to read things quickly anymore. I imagine that for people with less than perfect vision this really is a problem. I really hope that you are going to restore the size of the text asap. It should not be a challenge to read things on the screen. Also that when you are watching via a computer it is even worse!! Thanks.

  2. Hazel October 27, 2011 at 9:20 pm -  Reply

    I will be honest and say I’m not very happy with the new “L”. The item number isn’t as clear which I think is important. Still an avid shopper of QVC products.

  3. Margaret Upton October 27, 2011 at 10:21 pm -  Reply

    I think the new L Looks very clear, the only problem is the placement on the TV screen it needs to be more to the left and the the foot part of the L needs to be lower, so many times the camera doesn’t have time to adjust so that we can see items the placement of the L blocks the view so often and we miss essential details we need to see especially items below the knee or on a table, it never used to be this way when I first started watching QVC but the las time it was changed it suddenly blocked too much screen, perhaps someone could watch just to see.

  4. Sadie Gower October 28, 2011 at 2:36 am -  Reply

    Dear Will, Thanks for your informative article. I have been wanting to tell QVC that I can no longer read the item number since the new ‘L’. Please QVC make it bigger again. I have to wait for the presenter to tell me the item number before I can order anything, and sometimes that is a long time.

  5. Amy Kirby October 28, 2011 at 9:33 am -  Reply

    I am the same as all the other comments and I have a negative view of the new L! The obvious thing is that it is far to small – uneasy to read and viewing isn’t easy and relaxing any more. Secondly, as you are catering for widescreen, on a small television it’s terrible! The item details box is so far over to the middle it is hard to see the actual product! Terrible.

  6. alison October 28, 2011 at 1:20 pm -  Reply

    Further to other comments, could we also have clothes sizes ( chest and hip measurements etc) on a scrolling bar across the bottom of the screen please. Sometimes the presenters take ages to read them out, read them too quickly or not at all!

  7. Pat Morss October 28, 2011 at 3:24 pm -  Reply

    I rang QVC customer services the other day to say that I too did not like this. I’d like to see the colours go back to how they were before it was changed – especially when an item is new and is in the colours of dark blue with the price in red – I much preferred that and it was what we were used to. I think the p+p is too small and overall by bunching the information up does not give us more to look at on the screen – we need to see the item number, price and p+p clearly and quickly. Please remember we have been shopping, viewing and making our minds up for a long time with the old ‘L’ – we know where we are with that layout. Sometimes we have to think quick about whether to order an item or not – we do not want to have to sit there and spend time looking at a new layout. Bring back the old ‘L’ and let us get on with our shopping ! …oh yes and please don’t change QCUT…some of us can order in 10 seconds flat on that !!

  8. Laura October 28, 2011 at 3:56 pm -  Reply

    As much as I love QVC the new L is far too small. Could it not move more to the left and have larger font size for the product details? It does look more slicker and modern but far too small.

  9. Susan Ewan October 28, 2011 at 4:06 pm -  Reply

    I am not too bothered about the new ‘L’ although it could go a little bit further over to the left. On our big lounge TV the p&p is readable BUT on our bedroom TV, no way can I read it! Bad move QVC because there are going to be a lot of people out there not being able to read it no matter how big their TV is and are going to get frustrated and not bother ordering. Clear, concise details is key.

  10. winona prins October 28, 2011 at 4:07 pm -  Reply

    The problem is with the text more so the p&p, i don,t use specs, however i am finding it a strain to see. it,s such a challenge to read the info it IS too small.

  11. salma October 28, 2011 at 4:28 pm -  Reply

    I preferred how it was recently before it was changed. It was perfect, all the text was clear and large enough. I have perfect vision and don’t need glasses and i find that it is not as easy to read the new “L”. I imagine that for people with less than perfect vision this really is a problem. I really hope that you are going to restore the size of the text asap.

  12. ian October 28, 2011 at 4:52 pm -  Reply

    the text is too small unless you are broadcasting in HD which you arent.
    That box that says “the morning show” is wasted – thats usless info really.
    “QVC application now available for iphone” is also a waste – On a sidenote when are you going to develop an android app?
    android sales are taking over iphone sales and ironically all the tablets you sell are android based – yet people who buy hardware from you cannot “tap the app” because you havent made one.

  13. Amanda Ratcliffe October 28, 2011 at 6:17 pm -  Reply

    Whilst I understand that changes sometimes need to happen, I fail to see why the important details such as the price information need to be made smaller or be put against some glaring colours (like the blue you are using). Since these changes have been made, I am finding that I have to squint to read the prices, and it isn’t very comfortable on the eyes. Is there no way you can tone down the brightness of the colours you are using, just so they aren’t so garish?

  14. S Munro October 28, 2011 at 6:29 pm -  Reply

    I prefered the previous version, it was easier to read the number was clearer especially being larger & on a red background. If you have to quickly right things down you don’t want to have to squint & screw your eyes up just to read the important information. Why this has been changed I cannot understand, when it is blatantly obvious that it’s a far worse design.

  15. zara hughes October 28, 2011 at 7:09 pm -  Reply

    i agree with the above. i prefer the previous before the change. it isnt that clear to me at all and i found it easier the other way

  16. Jane Gould October 28, 2011 at 7:53 pm -  Reply

    don;t like the new L; it’s not as engaging as the last version.
    bit cold looking.
    expect i’ll get used to it and don;t expect i’ll buy less :-)

  17. Amy Belsom October 28, 2011 at 8:15 pm -  Reply

    I find it a real problem with the new ‘L’ description panel. My TV is not that far from me so that is not the problem. I cant get up and rush to the TV to get the details as I am stuck in my wheelchair!! I actually lost 2 orders because of this,PLEASE PLEASE PLEASE go back to the original item details,,, Thanks

  18. Gail October 29, 2011 at 8:01 am -  Reply

    I’m not so much concerned about the new ‘L’, although I did prefer the old one, as I am about the quality of some of the products coming out of QVC. Take Cooks Essentials for one; in my opinion not half as good as the old products. The TSV Food Mixer you had on recently made me cringe. I could see how bad it was from my armchair and the reviews confirmed this. The Prices TSV; I could see one of the boxes printed FOSTED IVY, instead of FROSTED IVY. Another cringe or what? The last Northern Nights sets I had both had holes in them and were sent back. Look, I love QVC and have shopped with you for years now, but I can see a slippery slide downwards in terms of quality. Where have all the big brands gone; you have lost so many over the past years, guest presenters too!! We have too many $%*& shopping channels out there already, please, please, please don’t join them. Get back on track QVC, we viewers are not stupid.

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