They say that a picture can tell 1,000 words and in the world of e-commerce, the imagery on your website is like your shopfront. Just like a physical store, if your “shop window” is filled with blurry, unappealing photos, before they’ve even stopped to read your detailed product descriptions, your customers will simply leave your site.
“Now more than ever, given the pandemic, e-commerce is increasing so it’s important to visually represent your products at a high standard. High-resolution photography sets the expectations of what the consumer is receiving,” says Whitney Baker, senior product photographer at GS1 Australia.
“If the consumer can clearly see what they are getting, they can put their trust in the quality of the product and not feel like there is something to hide behind a grainy image. If the images fail to portray quality, consumers will therefore suspect a low product standard.”
Great product imagery can take your customers on a visual journey, quickly showing them what your product and brand is all about and the value that it can add to their shopping experience. Photos taken from various angles give customers a realistic view of what a product looks like, whereas inspiring lifestyle imagery can help them imagine what the item would look like in their home.
Here are a few tips on how you can create high-quality imagery for your “shop window”.
Leave the photography to the pros
If you want quality images, then it’s best to work with professional photographers, who know that it takes more than a few quick snaps to bring your products to life.
“Some clients believe product photography is easy: simply place the product on a white background, point and shoot. Job done,” explains Nathan Lehn, photography coordinator at GS1 Australia.
“To create a professional image a photographer uses their knowledge of light to create an atmosphere that is reflective of the client’s brand. This is done by adjusting the brightness and darkness of light, its direction and position as well as the number of lights to use.”
Photoshop can’t fix everything
Images didn’t quite come out the way you had hoped? Don’t expect Photoshop to be able to easily solve the problem, warns Lehn. Instead, chat with your expert photographer who will help you with a solution to best suit your needs.
“Photoshop is a powerful tool and can fix several issues, but it may not be the best option for the client. A client needs to understand the issue, how it will be fixed, any additional cost, their budget, and whether the final image will look realistic, based on the photographer’s opinion.”
Want your brand on Amazon? Here’s how your product photography can help
Amazon is a busy online marketplace and if you want your brand to compete, a wide range of beautiful imagery will help capture the attention of potential customers.
“Amazon wants to make sure you provide a great experience for your consumer. Whilst they have strict requirements for the main (parent) image, Amazon does allow for greater flexibility within the other images including action or lifestyle images, product lifestyle videos, competitor analysis and benefit callouts,” explains Baker.
“The use of extra text along with additional graphics enhances images for a better consumer experience, creating a visually appealing experience for the consumer.”
To find out more about GS1’s product photography services, visit: https://www.gs1au.org/our-services/product-to-market/smart-media/product-photography/