Whether you like it or not, consumers are visual - with over 75% being inspired to make purchases “based on image and video content”. Therefore, product photography (whether used for e-commerce, social, website, e-flyers etc) is there as a means to assess your credibility as a brand.
Bad photography = low conversion rates and low reputation
As an experienced commercial photography agency we have worked with many brands from Debenhams and Ben Sherman, to Filmore & Union and Morrisons. So we know a thing or two on how to make the most out of your content/product photography.
So, what is product photography?
- It’s a specific type of photography which requires certain techniques used to engage a consumer to buy a product.
- It’s an integral part to the storytelling process, product/content photography should engage the consumer pulling them further into the final stages of their ‘buying cycle’.
The proof is in the statistics:
93% of consumers see images as being imperative in their buying cycle.
That’s why product photography is essential regardless of what you’re shooting, be it fashion, food or drink, there are fundamentals to it. It’s important to be patient with the process and understand that it can make or break your brand image.
How to effectively optimise your product photography:
The key to producing engaging product photography is in the styling. There are many elements that make up the foundations of any strong product shot, however, it is the initial dressing of the scene which can determine the final result. As we mentioned earlier great content photography is born from storytelling. Ideally, hiring a professional stylist suited to your industry is best practice, but simple industry and competitor research can dramatically help improve your own approach.
The 2 main types of product photography:
1. Ecommerce - Clear, clean background:
These shots usually appear on the product page of your site. They should feature your product only and should be taken from different angles. This is why it’s important to experiment. Ecommerce photography should be clean, clear, and show detailed shots of your product offering be it zips, fastenings, or close ups of ingredients.
Make sure the images you’re taking effectively articulate the reality of the product. The clear background is needed to create consistency throughout each product shot.
2. Lifestyle - In context and ‘real life’:
This should feature your product in a more conceptual or real life setting (hence the name ‘lifestyle’), with a highly aspirational feel. These shots allow for more creativity and show the product how you want it to be portrayed. For instance, if you are promoting a range of formal suits, then you may opt for a literal approach, showing the product in a formal setting such as a wedding or an event like the races. Alternatively, a more conceptual approach may be used, showing the suit in an environment which nods to these themes without being there.
Tip: use props and varying backgrounds to make the content tell a story, make it aspirational.
Having 2 types of product photography will increase your chances of conversion, the product-only shots are there to present the product clearly and demonstrate what it is you’re selling. The lifestyle shots are there to present brand ethos, they should be aspirational.
Good photography is another cog in the marketing and advertising industry, it’s an important feature to your content. If your photography isn’t speaking for your brand, then you need to look harder at your brand purpose and image.
We’re a design agency, therefore we hold the skills and artistic talent needed when taking a professional photo for products and social. What’s even better, is that we have an in-house studio based in Leeds, meaning we have the correct tools at our disposal.
If you’re looking for professional guidance in photography, then fill in the form below and get in touch!
Published by: Vast Digital in Uncategorised