I often think when it comes to selling a product, the photography can sometimes be overlooked. You may think it’s not necessarily that important, but with people forming their first impressions within 50 milliseconds, every (milli)second counts – quite literally!
Why Use Images?
So why are images so important?
Humans are very visual beings. Images naturally attract our attention and keep us engaged, even drawing emotion in fact.
If your website has appealing imagery, people are more likely going to want to invest their time into looking at your website and not going elsewhere. More time spent on your website = a higher chance of making a sale!
The old saying ‘a picture is worth a thousand words’ also comes to mind when talking about the use of imagery. Once a potential customer is on your website, you can use images to present information in a more digestible, easy to understand way. There’s a reason instruction manuals come with diagrams.
It’s all well and good knowing that photography is important for your website, but how do you go about creating fantastic imagery?
There are a few tips that you can keep in mind, that can help you capture that perfect shot you’re looking for.
Create a Scene
Plain product shots are handy, there’s no denying that. They show customers exactly what it is they’re paying for. However they’re not necessarily going to be the image that converts potential customers into customers.
You need to create a scene.
And no, not that type of scene.
This is something that TEC Bike Parts has down to a tee. Throughout their website, they use high quality, full width visuals showing bikes in action in their grungy, industrial setting. The perfect advert for a motorbike.
Setting a scene and putting your product within that helps customers to visualise how the product would fit into their lives.
Close up shots, or macro shots, are especially popular in the food industry. We’ve all seen the slow melting butter shot on a scrumptious bit of steak. It’s no surprise then that macro shots are typically used to awaken our senses and draw a emotional response.
These evocative shots are also good for drawing up deep memories, which you may think are irrelevant until you realise you’ve clicked ‘checkout’ on that guitar that you won’t ever play but you used to as a child.
Show your Variations
When selling a product, it’s also useful to have at least one shot where all or multiple variations are shown.
It’s likely when making an online purchase, that customers are going to want to look at multiple images before deciding they want to buy. And even when they’ve decided they do want to buy your product, they then have to make the decision of which variation.
If we know anything by now, it’s to not leave it up to the customer’s imagination.
The last thing you want it a disappointed customer because your red isn’t as red as what they had thought it would be.
Give it a Human Touch
Are you selling to a specific audience? Use them!
Similarly to creating a scene, adding people of your demographic to your photographs can really help them imagine what it would be like to own the product.
If you’re selling a bike helmets, use images of people biking with your helmets on a family holiday. If you’re selling alternative clothing, using images of people with a more alternative sense of style will do the job. If you’re selling a large, expensive barbecue, use images of a father figure in the summer. Selling a disposable barbecue? Use images of a group of young adults gathering around in someone’s garden.
The trick is to target your audience by using images of people they can relate to.
It’s unlikely that you’ll be the only company selling your line of items. Even if your items are handmade and bespoke, there is likely to be other people out there on the internet selling if not the exact same, a very similar service to what you provide.
So how do you stand out from the rest?
By showing your personality of course.
When potential customers identify with the personality of your brand, you’re far more likely to not only convert them in the first place, but to also keep them returning, time and time again.
For example, if you’re selling Gothic prints, your product is more likely to shine in darker surroundings as opposed to a bright white room.
Most of all – feel free to experiment and have fun with it!
Trying different angles, surfaces, backgrounds, textures can truly do wonders for your photography. That one difference can take your photograph from OK to intriguing – and can you really put a price on that?
Even something as simple as using unusual props can add a sense of mystery and adventure to your product images.
You never know, you could find the next best thing when it comes to your photography.
Not only should your images be helpful and informative, but they should also be an extension of your brand personality.
Capturing the essence of your brand in your images can go a long way with creating brand loyalty with your customers. And it won’t hurt that you’ve got a beautiful online portfolio!