We live in a visual world. A customer walks into a brick and mortar store because they like what they see from outside. Similarly, when customers land on your store page, their attention gravitates to your images first and, if they like what they see, they keep on browsing and, hopefully, make a purchase. That is why product photography is essential to the success of any e-commerce operation.
The purpose of this guide is to teach you how to create product images that turn your customers into loyal followers.
Quality product images are a key driver of store engagement, conversion and retention, and overall customer lifetime value. This guide will walk you through the entire process of producing images that help you grow your store.
When you are through, you will know:
- What kind of images to produce for both your product page and social media.
- What kind of equipment you need, even if you are on a budget.
- How to use background and lighting to take professional photos.
- How to retouch your images to drive more engagement.
- How to build a killer visually driven product page and optimize it for maximum conversion.
Branding should be intertwined in everything you do, from your store design to your social media taglines. Your branding speaks to your target audience, and successful brands understand its importance in crafting relationships with customers. You form relationships with customers by using your brand voice and personality to resonate with buyers. And images are a key element of that voice and personality.
Think Roar Cordials, a brand that keeps it upbeat with pictures of fresh ingredients and bright colors that communicate the vivacious personality of it and its target audience. When your image resonates with that of your followers, it adds value to their lives, and they become loyal promoters of your products. Good branding promotes trust and appeal, making your products more desirable and ultimately translating to higher retention and conversions.
When done well, branding goes beyond trust and builds up an emotional connection with your buyers. Think how Apple turned people into die-hard fans that own every device the company’s made by promoting their philosophy more than their products.
The images you use across your ecommerce ecosystem radiate your brand’s identity. And the elements that define them define your brand. Some of these elements are:
- Color palette
- Focal length
- Location and context