Do Consumers Buy the Product, or the Picture of the Product?

Filed Under: Erin on October 13, 2009

You’ve heard it over and over again, “It’s important to have good photography on your eCommerce site.” But what does this really mean? As the person who maintains the GROW eCommerce web site, I can tell you that the top three sellers on our site all have professional photography. Coincidence? Probably not.

Today I ask the questions, “Do consumers buy the product, or the picture of the product?”. At the end of the day, they probably do both, but before we make that assumption, let’s analyze this a little deeper. Imagine yourself as an online shopper – probably not that big of a stretch, right? I’m sure at one time in your “online life” you’ve made an online purchase. Let’s say this holiday season you want to buy that special someone in your life a gourmet gift basket, so you open Google, type in gift basket, and start shopping.

You go through a few sites, and you find a few options. You’re down to two baskets – they both cost around $40 and you just can’t decide. Which one do you choose? Below are the images – which one do YOU pick?

Now the first one, that one is probably shipped from a grand warehouse somewhere, where you can depend that it will arrive on time, right? I bet they also have everything in stock, I mean, a company that gets a nice picture like that wouldn’t run out of product, would they? But the second picture, I mean, that one is good too. But, can I depend that it will arrive on time? It looks like grandma may be sending it from her house. And I can’t really tell what’s in the baskets with that celophane. Is that how it will be packaged?

Did you just buy the product, or did you just buy the PICTURE of the product? Is one gift basket better quality than the other? Probably not, but we perceive that the left one is better, simply because it’s a better photograph.

When investing money in an eCommerce web site, be sure to put aside money to professionally photograph your items. It will make a difference in your online sales.

What are some tips for good photography? I’ve compiled a list of a few:

1. If you want to try to take your own pictures – give it a shot! If you don’t find success, however, be sure to step back and hand your products over to someone who is professionally trained.
2. Make sure your background is good. Don’t use grandma’s lace tablecloth, or the floor in your basement. Your background can be as important as your pictures. A tip – try a piece of colored or white posterboard – it reflects light well and has no texture. Be sure to use the matte side, not the glossy!
3. Light, light, and then when you think you have enough, more light. Light is the most important aspect to product photography. Beware, it could take you hours to remove all glares (especially if you have a metal or glass product). Take the time to play with your light and get it right, it will make your picture. Also, don’t use a regular incandescent light bulb, it will put an orange glow on your products, be sure to invest a few dollars in some “natural light” bulbs. These mimic the sunlight – perfect for photographs!
4. The flash is not always your friend. If you have a point and shoot camera, chances are your flash isn’t strong enough to do what it needs to do to give you a good product photo. It can also reflect on shiny items such as glass and metal. If it’s a sunny day outside, try taking your photography outdoors. This will eliminate the need for a flash, and since the sun’s light comes from high in the sky, it can reduce or eliminate those nasty glares.
5. Make sure you prepare your product. If it’s a t-shirt, iron it. If it’s a food item, make sure your label is on straight and your price sticker isn’t obvious. These little things can make or break a picture.
6. Try and be unique. Your product photo doesn’t always need to be straight on. Experiment a little, and show a little uniqueness.
7. Consider who buys your product. Obviously teenagers are going to view your product differently than grandparents. Know your market, and cater your picture to that group.

Do you need help with your product photography? GROW offers a photography service and several GROW members are professional photographers. Let us set you up with one of them! An remember, next time you’re shopping online and you have something bad to say about a product picture, that someone may be saying that about yours!