Ecommerce Product Catalogue Do’s and Don’ts Series: Product Pictures
It’s certainly the case in e-commerce that a picture is worth a thousand words. Images go a very long way to overcoming the obvious barrier faced by consumers who are committing to buying things they may have never seen before. However, not all retailers put as much time and effort into their product imagery as you might expect.
When you do get it right however, imagery can capture a shoppers’ attention, drawing them to you over a competitor,thus supporting your overall brand image and even encourage social sharing. Here are some of our top tips for how to capture and make the best use of great product imagery.
1. Call in the professionals:
If you really want your products to stand out online, investing in the best photography possible is the ideal. You may think you can do it yourself with an expensive camera and some makeshift lighting, but professional photographers nearly always produce much better results. Not only are they likely to have the right kit (resulting in better quality images), they will also give helpful creative input, pour over each shot and provide the required (and useful) post-shoot editing. When commissioning a photographer, ensure your brief to them is clear, detailed and specific – provide reference examples so they have a clear direction in mind. Equally important is to, ensure that you will get full rights to the images.
Example: https://www.swooneditions.com/about/our-story London-based handcrafted but affordable furniture manufacturer Swoon Editions uses imagery that brings its brand story to life. Showcasing its ‘rebellious spirit and lofty ambition,’ the product images used are simple, but set against rustic backgrounds, subtle, atmospheric lighting. This gives focus on the materials used, subtly suggesting a handmade feel, thus cementing a positive brand image in the consumers’ minds.
If you do decide to photograph your products yourself, then keep it simple. Use plain backgrounds and ensure you get lots of shots to choose from or edit. Taking some photography training before attempting anything is well advised.
2. Go the full 360°:
Prior to your photoshoot, examine your products from every angle and take note of what you want consumers to be able to see. Remember at every step that this is your one chance to show your product in the best possible light to encourage a sale AND discourage returns. Ask a colleague to pick up your product and take note of what they touch or look at – this will help you decide what angles to capture. Consider showing the product in a suitable setting, so consumers can imagine how it will look or fit into their home or life.
Example: http://www.charleskeith.com/gb/?shipto=gb Singaporean fashion retailer, Charles and Keith, showcase their shoes in real life settings, to bring their specific campaigns to life and show the breadth of audience they are hoping to appeal to.
3. Include interaction:
Due to the lack of actual physical interaction for online shoppers, drawing them in with virtual interaction can pay dividends. You may want to consider zoom-in functions on certain features or mechanisms to show ease of use or highlight specific details. In fashion, this might be showing things like zippers, embellishments or intricate designs. Sites that include videos of products in use also help consumers to visualise the product and allow them to start building an emotional relationship with it.
Example: https://www.restaurantequipment.com.au/preparation/birko-meat-slicer-250mm-dl769.html Restaurant Equipment, the Australian retailer targeting the catering trade, provides a zoom-in function, enabling buyers to inspect the equipment on sale. In b2b sectors, detail is often a priority, so keeping imagery simple, but enabling an upclose look, is key.
4. An image for every iteration:
Include images of every colour or version of your products so that it’s possible for people to picture what they are buying. A small square next to a jacket showing it in a different colour won’t help someone to decide whether they can see themselves wearing it or not.
Example: http://store.nike.com/gb/en_gb/pd/fi-impact-2-golf-shoe/pid-10292844/pgid-10957978 Nike are known for their stylish and trendy designs and therefore, colour is very important. Their runners are shown in every style, colour and from every angle. And they have a zoom function so you can see them up close. The images are set against plain backgrounds to emphasise the colours and ensure the full attention is on the product.
5. Be consistent:
In most cases, it’s best to have a consistent style of imagery across your site. Not only will this help create or support a brand look and feel, or brand image, it will also help consumers to compare products objectively and know what to expect from you.
Example: http://www.montblanc.com/en-gb/home.html Mont Blanc have set a creative style across their site and marketing materials that reflects their brand very well. The images convey a luxurious, premium style in a professional setting – reflecting their key target audience and their buyers’ aspirations.
Product imagery can be the difference between success and failure in ecommerce. Making sure yours is professional, eye-catching and offers the required level of detail is key. Adding some interaction to your imagery, with zoom-ins or even video can really push consumers over the conversion edge. To read the full list of tips to optimise your ecommerce site, head to Ecommerce Product Catalogue Checklist.
