It is impossible to imagine online shopping without high-quality product photos. A user cannot touch or try on the product prior to purchasing. In fact, people make their choice based on the image. A high-quality photograph should provide a consumer with all the necessary information about a product, answer all the key questions, tell about the purpose of the product, etc. Therefore, properly taken product photos dramatically boost conversions, reduce the number of returns, and increase the level of brand awareness and loyalty. But how to make product photos work for your business effectively? Let’s check it together.
Upwork, an American freelance platform, has found that quality photography is a very important or even the most important factor in purchasing decisions for 75% of online shoppers. A study by Voxware in the United States found that 54% of all returns were due to color or quality mismatches in the product purchased by a customer. In other words, every second return in your online store is due to the product in the photo not matching the color and quality of a real product in life.
According to the American company Optimistic, increasing the size of photos boosts conversions by an average of almost 10%. Depending on the sales volume of the online store, this figure translates into significant additional sales every day, month, and year. Another study by Econsultancy showed that people can remember only 20% of the information they read and 80% of the information they saw. On one of the sites in the study, results showed that larger and more professional product photos raised conversions by 300%.
The Number of Photos Matters
Finally, eBay analyzed 6.8 million products on its platform using algorithms and found that a product illustrated with two pictures was sold 7% more often than a product with one picture. After that, eBay made a very simple and logical conclusion: more product photos you have – more sales you can count on.
Below is the most detailed and comprehensive guide to product photography, where we have categorized all product photography in detail and provided helpful tips for you to follow.
1. Hero Shot
This is the main cover photo of your product. Pay close attention to it. After all, it is this photo that is displayed on the catalog page and on all promotional materials. It is this photo that will first attract the attention of your customers, which means that all the details of the product should be worked out as much as possible. Typically, the hero shot has a product photographed straight on. This is not a strict rule. When deciding on a hero shot, make sure to show the most advantageous position of the product. You can use a photo retoucher online to remove or fix unnecessary details or background.
2. Side, Overhead, Bottom Views
One photo, even the most successful one, is not enough for high sales. The product must be shown from different angles. At the same time, additional photographs should always carry new information for the user. When deciding how many photos you want to take, you need to consider the cost of the product. If you are making products in a small edition or low-margin products, then try to choose 1-2 of the most successful angles to show the product.
The purpose of these photographs is to help answer the following questions:
- What is this product for?
- How is it used?
- What functions does it perform?
- What are the key advantages and specs of the product?
Put yourself in the buyer’s shoes and create shots that you would like to see yourself as a consumer.
4. Close-up Shots
Close-up shots are extremely important. They enable a potential buyer to study the product at the most detailed level. Close-ups can be used to show the material and its texture, fittings, engraving, tag, or any other detail worth considering. Photos like these build confidence in quality, provide additional useful information, and show your attention to detail.
5. In Use / In Context
Show your product in real-life conditions. If it’s clothing, showcase the product on a model in combination with other wardrobe items. Help the user visualize what their future purchase will look like, where and how your product will be used. Photography in context helps to understand the size and form of a product.
The most effective way to show the length, thickness, or volume of an item is to compare it to an item the customer knows the exact size of. If it’s a bag, place something nearby or take a photo of it in the model’s hands. If this dress is on a model, please indicate how tall the model is and what size she is wearing. If your item is small, take a photo of it in your hand, or place a coin or credit card next to it to show its thickness.
6. Box and Packaging
A photograph of a box or package is an important part of a product presentation. A photo of the box or package is especially useful for those customers who order the item as a gift. This helps them see what the person they want to surprise will get. A beautiful photo of a quality box shows your serious approach and attention to detail. The presentation of the product is no less important than the product itself.
7. 360-Degree Images
Research by Golf Galaxy has shown that 360-degree product rotation is a powerful conversion tool. The same functions and tasks of product videos are to show the product from all angles in a short period of time. These images help the user to better understand the product, which means they are more likely to get what they need and not return the product back. Such product presentations will provide a significant advantage over competitors.
Be creative, use any visual techniques to tell about the product as much as possible, to show it in different situations and variations. Use photography to give all the necessary information and at the same time make it unique, interesting, and unrepeatable.