Product photography is a type of commercial photography which is used to promote a product in an attractive realistic way. This type of photography is used in websites or other advertising means to represent the company and its brand identity. Product photography must accurately portray the products while bringing out their strongest features and promoting all their benefits.
Why is Product Photography so Important?
In the competitive world of E-commerce, the customer expects an excellent online shopping experience. Thanks to the internet, brands are able to reach a wider audience than ever before, increasing competition and thus the importance to promote their products with high-quality images. Marketers have come up with the 3-second rule, where the image must grab the consumers attention in 3 seconds in order to engage them to become potential customers. Online competition is fierce, and customers won’t risk buying an item without clearly being able to see every aspect of it. It’s important to show every detail of the product instead of describing it in the description. 90% of the information that the brain processes are visual, which means that humans tend to focus much more on images rather than reading text. The pictures are the key for the customers decision making process, either for buying products from a website but also for returning and becoming loyal customers. Let’s not forget that the images are the only contact the customer has with the product, thus they rely on them to make a buying decision.
Above is an image that clearly shows the characteristics of the product.
How does product photography increase revenue?
Product photography is the only way a customer can experience a product online and is thus the most important factor in promoting products online. Below are a few points that prove the power of product photography to increase revenue.
An image with high visual characteristics (zooming, rotating, enlarging, view from multiple angles) increases the likelihood of the customer buying the product, as they can explore every aspect of it in detail.
Product photos represent the product quality which is the most crucial factor when buying a product. Visual appearance and usability are of great importance, and if the quality is low, the purchase will not be made.
Brand recognition and brand identity are built by product images. The images on the website must be consistent to give a uniform look. The company’s signature look is a unique factor that helps them stand out and become easily recognisable. A recognised and famous company gets more sales as it is more likely to be chosen among other competitors.
Professional and visually appealing images are very likely to be shared on social media by the company’s customers which is free advertising. Social media advertising is very powerful, it drives engagement and has high conversion rates.
A business builds a reliable and reputable name by proving they offer high-quality products. Brand trust in the online world is gained through the images, as this is the only contact the customer has with the product. When a customer finds a reliable online shop which covers their needs, they tend to become loyal and stick to it. Also, loyal customers will highly rate the products and recommend them to their friends which will increase the company’s revenue.
The white background highlights the quality and the material of the product and does not distract the customer’s attention.
How does bad product photos affect your website?
When shopping online, there is no physical contact with the product thus consumers expect the product to meet their expectations. In some cases, the delivered product is different from what was shown or expected on the website. When you present your images unrealistically you create expectations that might be impossible to meet. To avoid disappointing your customers, make sure to present your products as realistically as possible.
An unsatisfied customer is very likely to leave bad reviews or make complaints to the company which didn’t deliver the expected product. After all, they spent their time and money on a company who wasn’t honest about what they are selling, consequently, the customer feels betrayed and disappointed.
The next step that follows is usually the return of the product. The customers will demand a refund, but there’s a chance of having to cover the return costs which is even more frustrating, especially after they’ve been scammed.
After multiple bad reviews, the e-commerce store will get a bad reputation and have a large loss on their revenue.
Customers will lose their trust on the website and it might also affect their overall perception of online shopping.
What aspect should images include to be considered ‘’good’’?
For an e-commerce store to meet the criteria of high quality images, these points shouldn’t be overlooked.
Put a white background on the products. Consumers will be able to focus better on the product.
Visual characteristics (zooming, rotating, different angles) are very important to allow the customer to explore all the aspects of the product.
Image quality should always be high, to show the customer all the details and colours clearly without being pixelated.
The size or scale of the product cannot be accurately shown in pictures, so the dimensions must be also included. Also, placing it next to another item for comparison would be very helpful.
Close up shots and pictures of the details are necessary, as they’re hard to spot from a distance. At the end of the day, details make all the difference.
Show products in use. This will help customers envision the product and convince them it’s something they need.
Take multiple pictures, from different angles, distances and lighting. The more images provided, the better understanding of the product the customer will have. The minimum for an e-commerce store is 3 pictures but 8 is the average number needed.
Don’t forget to check the view of images on mobile devices, as the customers experience needs to be optimised for mobile..
An image showcasing the product in use.
Great Product photography is essential to be successful. In this super-competitive industry, images play an important role and are a key factor for staying ahead of the competition. By following the steps above, you will be able to increase your revenue.