When it comes to e-commerce, every photo on your product page matters. A great image does more than just show a product; it conveys quality, sparks desire, and builds trust. Each photo should align with a specific reason why a customer would want to buy it.
I’m Carrington, an ecommerce product photographer specializing in creating imagery that increases sales and helps brands find their “ooo” factor. Let’s break down how to turn website viewers into buyers.
Designing Photos That Sell
Align with Customer’s Reason to Buy
Understanding what motivates your customers is crucial for creating effective product images. Are they looking for taste, health benefits, convenience, or a mix of these? Tailor your photos to highlight these motivations.
For example, if you’re selling an energy bar, show off the natural ingredients, texture, and health benefits like high protein or fiber. Addressing these reasons directly makes the purchase decision easier.
Some common motivations behind purchasing new products is that the product solves a problem in the customers life and can improve their quality of life. Often this can be a result of innovation, desire, or social status.
You can use imagery to inspire your customer to live a life with your product and benefit from it at the same time.
Highlighting Unique Selling Points
Your product’s unique selling points (USPs) make it stand out. These should be front and center in your photos and on your packaging. If your product is gluten-free or packed with antioxidants, make sure this is clear. For instance, a close-up shot of an energy bar’s ingredients or a cross-section can effectively showcase these features. Highlighting what makes your product unique gives buyers a clear reason to choose it.
Highlighting the unique selling points of your product is all about education. How do you educate your customer in your imagery so they can learn faster, stay inspired, and be driven to buy without getting stuck in the cart.
Trust and Transparency: Boost Conversion Rates – Reduce Return Rates
High-quality images foster trust and transparency, which are crucial for online shoppers who cannot physically touch or see the product before purchasing. Clear, detailed photos help set accurate expectations and reduce uncertainty.
This transparency can also lead to lower return rates, as customers are less likely to feel misled by the product’s appearance.
For example, showing the actual energy bar next to the packaging can give customers a better idea of what to expect and what is inside the packaging. By presenting your products honestly and attractively, you build a trustworthy brand image that encourages repeat purchases.
By ensuring each photo is purposeful and aligned with the reasons to buy, you can significantly boost your conversion rates. In the following sections, we’ll explore the technical and creative aspects of photo composition, product photography, and lifestyle photography, each contributing to a compelling visual strategy.
Product Photography
Showcasing Packaging
The packaging of your food or beverage product is the first thing customers see, and it plays a significant role in their purchasing decision.
Ensure your images clearly display the packaging from multiple angles. Highlight the brand name, logo, and any unique features or designs that set your product apart.
If your packaging includes important information like nutritional facts or ingredients, consider including close-up shots of these details to help build trust and transparency.
Highlighting the Actual Product
Customers want to see what they’re buying, so it’s essential to include photos of the actual food or beverage outside of its packaging.
This can involve pouring a drink into a glass or arranging food items on a plate. These images should make the product look as appetizing as possible, focusing on textures, colors, and presentation. Use good lighting to highlight the freshness and quality of your product.
Pack-Size and Quantity Per Order
Clear communication about the quantity and pack size is crucial. Include images that show the product in its various available pack sizes.
For example, if you’re selling a six-pack of beverages, show the six-pack as well as individual bottles. This helps customers understand exactly what they are getting and can reduce the likelihood of returns due to misunderstandings about product size.
The more you can educate your customer through imagery – the less they have to read & research and the visual holds a longer time in the customers memory. So when the product is received, they visually already know what to expect.
Flavor Differences
If your product comes in multiple flavors, ensure each flavor is represented with its own set of images.
Highlight the differences in packaging and, if possible, show the actual product for each flavor.
For example, if you sell flavored sparkling water, show each flavor with distinct packaging and a glass of the beverage to highlight color differences.
This not only helps customers make informed choices but also encourages them to try multiple flavors.
Editing and Retouching
Post-processing your product photos is important for achieving a polished and professional look. Use photo editing software to adjust brightness, contrast, and color balance.
Ensure that the product’s colors are represented accurately to avoid misleading customers.
Retouching can also help remove any minor imperfections in the photo, but be careful not to alter the product’s appearance in a way that could mislead customers.
Lifestyle Photography
Contextual Usage
Showcasing your food or beverage product in real world situations is a powerful way to help customers visualize using the product.
For example, photograph a breakfast cereal being poured into a bowl on a beautifully set breakfast table, or a bottle of wine being enjoyed at a cozy dinner party.
These images help customers imagine themselves enjoying the product, making it more relatable and desirable. Use props that complement the product and create a cohesive scene without overwhelming the main focus.
Emotional Appeal
Lifestyle photography is all about evoking emotions and telling a story. Capture moments that resonate with your target audience’s aspirations and lifestyles.
For instance, show a family enjoying a picnic with your beverage, or friends gathering around a table filled with your food products. The goal is to evoke positive feelings that encourage customers to buy.
Complementary Products
Including complementary products in your lifestyle shots can inspire cross-selling and provide a fuller picture of how your product can be used.
For example, if you’re selling pasta sauce, show it being used in a delicious pasta dish alongside fresh ingredients like tomatoes and basil. This not only enhances the appeal of the main product but also suggests other products that customers might purchase to complete the experience.
Seasonal and Thematic Shots
Seasonal and thematic photography can make your product more relevant and boost sales during specific times of the year. Capture images that align with holidays, seasons, or events.
For example, show your beverage product at a summer barbecue or your baked goods at a festive holiday gathering. These themed images can be used in marketing campaigns to attract customers looking for products that fit their seasonal needs.
Natural and Relatable Settings
While it’s important to create visually appealing images, they should also feel natural and relatable. Overly staged photos can sometimes appear artificial and disconnect with the customer. Aim for authenticity by choosing real-life settings and scenarios. This approach helps in building trust and makes your product seem more accessible and appealing.
Wrap Up
Choosing your e-commerce photography should obviously showcase your great product, but do so in a way that explains what the product is, how to use it, and why someone should buy. Each photo should compliment any text that goes along with it.
Need help improving your e-commerce photography?
Carrington with Prospect Street Studio knows how to take product photography that encourages customers to take action and buy. She has flexible options designed to work with emerging brands. Request an introduction today for your next photoshoot and save with an exclusive Foodbevy Discount.
Not sure if you’re ready or what your next step is? Book a free image strategy session with Carrington to learn how you can use photography as a sales tool.