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Marketing Ecommerce Products with Compelling Brand Imagery: How It Helps Boost Sales

If you are an online fashion business, chances are you already know the importance of impactful product imagery for your brand. 93% of consumers consider visual content to be the key deciding factor while making a purchasing decision. Product photography can be the difference between a customer clicking the “add to cart” button and moving on to the next website. 

With more eCommerce brands embracing social commerce and personalization to elevate customer experience today, compelling product photography is only the first step to successfully marketing your products online. It is, however, an important one, and getting it right is crucial for fashion brands. Whether you choose white background photography, lifestyle images, close-up shots, or on-model imagery, your product photography speaks volumes about your brand.

While smaller eCommerce stores can get away with shooting their products in-house, brands that have a higher demand for product images can really benefit by getting involved with professional product photography studios. This is because professional product photography studios can help brands achieve consistent, high-quality, and platform-specific product images that can significantly boost sales.  

The Power of a Good Product Photo

Gone are the days when eCommerce stores displayed boring, standardized product images on their catalog. In today’s day and age, product imagery is a crucial element of an eCommerce store’s marketing strategy. With over 29.5% of all eCommerce sales coming from apparel and accessory categories in 2021, fashion stores are amping up their product imagery standards to streamline shoppers’ experience of their brands.  

It is common to come across major fashion players offering 360-degree product images, images taken from multiple angles, and even product videos to give the shoppers the most life-like experience of their online store. This is also reflected in sales and brand recognition – shoppers appreciate multiple high-quality and larger product images, features like zoom-in, and 360-degree rotation. 

Research by Shopify discovered that only 0.52% of shoppers want to see a single product photo, 33.16% prefer to see multiple photos and about 60% prefer images that will enable them to have a 360º vision of the product. That’s a significant number of shoppers gravitating towards high-impact product photography, and eCommerce businesses need to take note. 

In addition to catching your potential customer’s attention and offering them an accurate representation of your product, compelling brand imagery can boost your sales in more ways than one – 

Give shoppers a store-like experience through high-quality product photos.

Shopping for clothes online is a gamble. There are so many factors to consider, including the right size, fit, color, fabric, and quality of the product. Your job as an online fashion store is to provide potential customers with impeccable product images that are both accurate and appealing. 

When you offer multiple high-resolution images of your products, it can facilitate the buying process for shoppers and help you reduce returns significantly. Having high-quality product images reflects positively on your shoppers’ perception of your brand and product quality. In contrast, poor-quality images can tarnish your brand image and cause shoppers to abandon your website. Professional product photography studios are often equipped with modern photography techniques and equipment to set your brand imagery apart from your competition. 

Boost SEO with compelling product images. According to ViSenze, 62% of gen Z and millennial consumers want visual search capabilities. Quality product photography can help you improve your SEO rankings, with more shoppers gravitating towards image search and mobile shopping. This means that when customers search for products like yours online, your products will be more likely to show up in the search results, and if you do it well enough, you can aim for rich results. This can significantly boost your rankings on Google and help you reach a wider audience. 

Build your own brand aesthetic through imagery. Visual imagery is powerful. When you sell fashion, you are not just selling a shirt or a pair of denims – you are selling customers an evolved version of themselves. This is why the most successful brands display contextual and lifestyle images in addition to standard white background product photographs to connect with their audience on an emotional level. 

Professional product photography can help you achieve remarkable visual results with images that are technically sound and have a strong aesthetic appeal. They also help you connect with your target audience and tell them your brand’s story through images. 

Creating Stunning Product Photographs in 2022

When it comes to product photography, there are a lot of factors that can determine the final results, including your choice of background, lighting, whether you choose to shoot indoors or outdoors, and many others. Here are some things to keep in mind when you’re planning your next product photoshoot – 

Bring your products to life through professional photography 

A study by Big Commerce found that 78% of online shoppers want photographs to bring products to life – they want to be able to imagine themselves with your products. That is a high standard for eCommerce businesses, and if you are an emerging or big fashion player with hundreds of products to sell, working with a professional product photography studio can go a long way. 

Professional product photography studios excel at creating brand and platform-compliant product images at scale for fashion brands. While some may find this an extra expense, professional product photography services can make your life easy by creating high-quality product photos for your website as well as social platforms. You can also avail professional photo retouching, editing, and post-processing services at product photography studios. 

Use diverse on-model product imagery. On-model product imagery is preferred by shoppers because it gives form to your product and helps their imagination. Displaying your clothing or accessories on a model can bring your products to life. You also want to show diversity in your choice of models. A lack of diversity is simply unflattering for shoppers, especially today when diversity and inclusion in the fashion industry are of the highest priority. 

While working with models can be fruitful and result in beautiful images, organizing and executing a photo shoot can be heavy on the pocket and very time-consuming. This is where professional product photography studios can be an excellent choice, especially with the advanced technology-powered photography solutions that can create beautiful on-model imagery at a fraction of the cost of traditional photoshoots.
Use lifestyle images. Lifestyle images are a great way to show potential customers how your product will look in real life. Using lifestyle images on your eCommerce website or social media increases the desirability of your product and attracts the right kind of audience to your website. Take a look at how Adidas displays lifestyle shots of models sporting their brand and running outdoors on a product recommendation survey page. The images are evocative and enhance the shopping experience for customers.

Be creative with your composition. You can choose white background photography for your eCommerce store, but that is not your only option. If you are a brand with a bold personality, like many other fashion brands, don’t be afraid to be creative with your product photos. Using contextual photographs for your brand imagery can help you stand apart from the competition and build a strong image for your brand. Use props, lighting, and other elements to make your photos unique and appealing.

Give your shoppers multiple shots and angles in your product imagery. While getting creative is great and can help you strike a chord with your customers, your first and foremost job is to offer an accurate and well-planned view of your products. As mentioned earlier, having multiple product photographs is key to holding shoppers’ attention and winning their trust. Multiple angles and close-up shots will help your potential customers’ buying decisions by providing accurate information about your product. 

Some of the other tips to market your eCommerce products with powerful product imagery are listed below – 

  • Use high-quality images that reflect your brand’s identity.
  • Make sure your images are consistent across all of your marketing channels.
  • Use image alt text to help improve your search engine optimization (SEO).
  • Create your own aesthetic to stay true to your brand and build a catalog of cohesive brand imagery that helps you connect with your audience.
  • Use customer photos and testimonials to show off your happy customers and attract new ones. 
  • The lighting in your environment can make a big difference in the quality of your photos. Make sure your product is well-lit so that potential customers can see all the details. You can also use creative lighting techniques to create an atmospheric image.
  • Use close-up shots to show off details and texture.

Leveraging Professional Product Photography Services For Your Brand Imagery

Investing in professional photography services can help boost sales for your eCommerce business in a number of ways. A professional product photography studio can help you create impeccable product images that are well-lit, clear, and represent your brand well. It’s an especially good idea if you’re selling products that are visually appealing, such as clothing, jewelry, or shoes. 

So when is the best time to invest in professional photography services? Generally speaking, it’s a good idea to do so whenever you’re launching new products or revamping your existing product line. This way, you can ensure that your products are being presented in the best possible light – and that your brand is coming across as strong and professional as possible. You can also leverage professional product photography studios when you want to create a large number of product images in a short period of time since that is nearly impossible with traditional photography. 

Wrapping Up: ECommerce Product Imagery Is The Strongest Advertisement For Your Brand

Using high-quality, compelling brand imagery can be a powerful marketing tool for eCommerce businesses. By creating a strong visual identity for your products, you can build a strong brand presence in the market and connect with your audience better. Professional product photography can help your brand build a beautiful catalog of well-executed product images that are true to your brand’s identity. 

Photography studios like FlixStudio take this one step further by leveraging AI to render on-model product images at as low as one-fourth the cost of traditional photoshoots. With FlixStudio, you can render hundreds of eCommerce-ready product images at incredibly fast turnaround times and boost your brand’s image and growth.

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Arunava Acharjee

(Product Marketing Manager)