william-bayreuther-hfk6xOjQlFk-unsplash (2) (1)

How to Sell With an Image

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.

Photography Tips

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 Ups

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.

Inject Personality

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.

The Takeaway

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!

sharegrid-N10auyEVst8-unsplash (1)

Creating a Style For Your Website

With web design, consistency is key and creating a style can help build and shape your brand. This may seem like a difficult task but once you have the basic elements of your website style, you can really just re-purpose these to create a style.

Usually, when creating a website, you will have a logo for the company and maybe even a colour pallet/ brand guidelines to accompany this. These can all really help when getting a head start on designing a website because you can use these elements to influence how you will design. However, if you only have a logo, you can take a lot from this as it may contain fonts, shapes and colours you can use throughout your website design.


Typography is key when designing anything with text because it is a communication tool between the website and the visitor. This means the typography you choose has to be clear as well as fit in with the brand.

For example, Connect Insolvency uses the logo font for the headings and a round sans-serif font for the body text. Not only does this reinforce the brand throughout the design, but it also creates hierarchy and makes the design clear to use.

Colour Pallet

This may be included in brand guidelines or the logo that you are using but knowing how to use colour throughout your website will really help with creating a style throughout your design.

There should only be around three primary colours throughout your website, any more and it may look busy and chaotic. However, using secondary or tertiary colours may be necessary, and these may be lighter or darker versions of the primary colours.

Using white, grey and black is also very useful to use as well as the primary colours because they can allow your brand colours to stand out. White, grey and black can help with dividing up the website and breaking up the layout too. Leighs Nurseries uses only the brand colours as well as grey and white to create a consistent style.


Imagery is really important for creating style and direction in web design. It can reflect tone, audience and purpose as well as consistency. High Life North uses a lot of imagery throughout their website. Imagery is a key aspect of their website, so sourcing the right imagery is crucial.

For many websites, this fact will be the same and it is important that the imagery compliments the content as well as providing further information for the content. Images are also a great tool for breaking up large amounts of text but shouldn’t be used too often at risk of overcrowding the design.

When creating a style, there is a lot of factors to take into consideration. Sticking to a consistent style and establishing a this before you start designing will help to create a clean and well thought out website. Not only will creating a strong visual style throughout your design help with usability and desirability, but it will also allow the user to trust your website.

charles-deluvio-FdDkfYFHqe4-unsplash (1)

UX: Scrolling

Scrolling seems to get little airtime in regards to web design but it can really make or break your user experience. If something irritates the user, they will not spend any longer on the site and most likely not revisit and this may include scrolling. It is important to take care of the details within UX design because that is where things can go wrong.

Why scroll?

Scrolling is important for many reasons. One of the main reasons is that it allows for mobile websites to hold the same amount of content as desktop websites. It keeps everything neat and concise, and its far easier to scroll on a mobile device than on a laptop or computer. It also means content can be spread out across one page without overcrowding or too much clicking around to other pages.

Abbey Masterbatch is a good example of a scrolling website because, although not a lot of scrolling is involved throughout the pages, the content is well distributed.

Do people scroll?

Data analytics provider Cheatbeat analysed over 2 billion website visits and found 66% of attention on a typical web page is “below the fold” – people scroll to get there. If your website is built well, people will scroll to find out more. High Life North is a good example of a website that encourages scrolling through breaking up text with image and having interesting elements that make you want to carry on scrolling through.

Scrolling fatigue

If a user finds it uncomfortable to scroll on a website, they will most likely leave because it is frustrating and the information they are looking for is hard to find.

There is also a phenomena called ‘Zombie Scrolling’ where the user becomes disengaged with the website whilst scrolling for too long and will be less susceptible to the normal call-to-action’s (CTA’s) or hooks.

This is why it is important for designers pay attention to scrolling when designing websites.

Types of scrolling

There are four different types of scrolling that can be used in UX.

Long scrolling-

This lends itself naturally to storytelling and allows a single page to flow together seamlessly. For example, The Boat this creates a smooth, linear experience.

Fixed Long-scrolling-

Fixed long scrolling keeps the some content static whilst some content scrolling. This is great for sites that don’t want to convert to a single page due to SEO concerns.

Infinite scrolling-

This allows to browse fresh content ‘infinitely’ and will only load more once you’re at the end of the screen. Facebook, Twitter and Tumblr all are configured for infinite scrolling.

Parallax scrolling-

This is where the background moves independently from the content on the foreground. This looks effective and adds another dimension of interactivity to your website.

How to encourage scrolling

Catering to your audience when it comes to scrolling is essential. You want the visitor to enjoy looking through your website and digest the information.

A good way to keep the users interest is through images and interesting user interface devices.

Using a hook at the beginning of your design will draw in the user and offering some immediate insight will make them want to keep reading.

Having relevant facts throughout will also encourage scrolling until the end and remind the user why they are looking at the website.

Scrolling takeaways

Scrolling is an important part of UX, even if it is not commonly mentioned. Websites with a lot of content are becoming more popular so baring these techniques in mind when designing a website is important for the relationship between your user and your website. Make sure to break up your content and create interesting focus points to avoid ‘Zombie scrolling’ or frustration. Using visual cues and intuitive design can be crucial to maintaining the length a visitor stays on your website and remembering this will help your UX designs.