Product Photography That Turns Browsers Into Buyers
Often, the trustworthiness of a company and the value of its products are based on the visual allure of its website. Here are some top tips on how to create attractive product photography that can help transform pixels into purchases and browsers into buyers.
May 16, 2018
They say a picture is worth a thousand words—and nowhere is this more applicable than in the world of e-commerce. Often, the trustworthiness of a company and the value of its products are based on the visual allure of its website. More to the point, the eye-candy sprinkled throughout a site can prove to be the difference between profit and loss.
To create an attractive website, you need to showcase your products at their very best, including how they can be used, worn, or consumed. Doing so helps buyers justify their purchases. However, before you wildly start snapping pictures and posting them online, consider this: 67% of consumers consider image quality ‘very important’ when making a purchase online.
Here are some tips to help you transform pixels into purchases and browsers into buyers.
There was a time when consumers were in awe of flash, color, and blinking images. Not anymore. Now the key to success lies in simplicity. A simple, white background conveys professionalism and class. A white background showcases the item being sold and fits in well with nearly any website color. The exception to the rule is when your product or the website on which it will feature is predominantly white or light in color. Then, choose a darker or textured background.
Along with background simplicity is image simplicity. Focus on the product being sold and only on that product. Resist the temptation to clutter the image or website with irrelevant or distracting props. Customers want to know exactly what they’re buying and are reluctant to wade through unrelated imagery to figure it out.
Maintain consistency to convey a professional, well-designed appearance. Keep the same background throughout and ensure that each photo is taken from a similar distance from the object. Likewise, make sure the item is in the same position and space within the frame. By creating a uniform look, you create an aesthetically pleasing landscape that is easy for a viewer’s eyes to scan.
Less Isn’t Always More
In many ways, less is more. In terms of product photography, however, this couldn’t be further from the truth. Most websites limit visitors to using only one sense — that of sight. That’s why it’s critical to capture every angle and detail of the product being sold.
Start with a basic photograph of the product that will appear first under the product listing. With few exceptions, this is a frontal shot. For chairs, it often means a 45-degree angle; for plates, it is typically top-down; and for shoes, it’s almost always taken from the side. From there, capture the image from a variety of angles so that consumers can see the details and imagine themselves actually using the product. Consider using 360-degree imagery so the product can be fully rotated and viewed from every angle.
This tactic requires a bit of psychology, as you must climb into the minds of prospective buyers and imagine what they might do with the product. Now take a picture of that. Once you’ve figured out uses, play with space, positioning, and color to create an alluring image. Give viewers a focal point. If photographing more than one object, avoid lining them up. Instead, place them on different levels and at slightly different angles.
There’s no such thing as too sophisticated. This becomes apparent when you consider all the video imaging potential you can harness. Take buyers on a journey of your product by filming it from different angles for a genuine 360-degree perspective. Capture a person or animal interacting with the item so that customers can imagine using it in their everyday lives.
When designing an e-commerce site, it’s about crafting an experience so enticing that consumers will click on it to learn more and then make a purchase. Bottom line? The better your stuff looks, the more you will sell.
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