Best practice for product images
For your product images to really stand out and, ultimately, generate sales, there are a few guidelines you’ll want to stick to. Here’s what you need to know.
1.
At least three images per product
Multiple images are the best way to showcase the different features of a product and give your customers a clearer idea of what the item will be like in real life. This means they’ll be much more likely to hit the buy-now button. If your online store has lots of products, focus on images of your best-selling or most important product lines first. If your product comes with accessories – for example, a blender that has extra blade attachments – make sure you add a separate image that clearly shows what’s included.
2. High quality is the best policy
People are 80% attracted to what they see, and 20% to what they read. That means quality product images are critical to the success of online retail. Even with the greatest intention of buying something, a consumer will be instantly put off by small, blurry product images. At a minimum, brands should source high-quality photography for the most important products, particularly anything best-selling or limited edition.
3. Give your products a human face
Human models are particularly important when selling apparel, cosmetics and accessories. They’re one of the best ways to ensure more sales. Online, consumers can’t judge a product’s real colour, size or fit, and without seeing products on a model, they don’t get the full sense of what it will be like when worn. This doesn’t instil much confidence in the product, and the consumer is likely to move on without purchasing.
The answer? Use a variety of models – all shapes and skin tones – to portray the most realistic images for your customers. Models also give the shopper an immediate understanding of the product’s intended audience – whether it’s for children, men, women or unisex.
4. Show products in scale
In a physical store, customers can instantly see the exact size of a product. Even if they’re buying something large like a kitchen appliance, they’ll be able to gauge its rough size just by comparing it to other objects around it. Online, this isn’t possible. Always have at least one ‘in scale’ image that shows the product’s size in relation to its surroundings. If you’re selling backpacks, for example, show multiple images of the backpack on the intended user – whether that’s children or adults. For large product catalogues, consider using computer-generated in-scale images.
5. Get high, get low with different angles
Research shows that product images from multiple angles will significantly improve your conversion rate. They allow your customers to get a better understanding of a product’s size and special features. How do you ensure you’ve covered a product well? Shoot the front, back, diagonal, bottom, top, interior and any special details. That way, your customers get the full picture of what they’re buying.
6. Include lifestyle images
Car salespeople don’t sell cars using stationary photos, they show the car driving down a highway on a sunny day. They’re selling a lifestyle – what you could have if you buy that car. It’s the same for selling online. If you’re selling apparel, show images of models wearing the garments in a desirable location – a beach or surrounded by nature. This paints a persuasive picture of the lifestyle consumers could have if they buy those items. Brands often use lifestyle images on their homepage, but some buyers bypass this and head straight to the product page – so it’s good to cover your bases.