Why high quality product photography is more important now than ever.
If you are a retailer the past few weeks and months since lockdown will have been an incredibly challenging time, the likes of which have never been seen before.
This is particularly the case if you sell ‘non-essential’ products and your physical stores have had to close. If you’re one of the lucky ones, you may already have had an online presence, a web store. But if you didn’t, you may have had to very quickly pivot towards an online offering in order to keep the cash flowing, stay competitive in your market and keep in the minds of your customers. And this may have meant building an e-commerce website at short notice and with little experience in this space.
Or, perhaps you’re already a successful online retailer, and have found yourself in times of exceptional demand in lockdown. Certain sectors, such as food, garden plants and online gifts have naturally enjoyed a major upturn during this time. The challenge you may face though, is other businesses pivoting into your space and investing in new e-commerce sites.
The other factor is the amount of time people are now spending online. This is a natural and expected trend – we can’t go out, and we’re all desperate for communication and news. Where will we turn to? Websites and social media of course! So if that’s where your products are – a big boost in visibility is a likely result.
But whether an established and successful online retailer or a reluctant and new debutant to online sales, one thing is true.
Your product photography must be high quality and fit for purpose. Here’s why.
- These are tough economic times for many people. Many are furloughed, struggling with their businesses, facing reduced incomes. Therefore, buyers will be discerning about how and where to spend their money and will take some convincing.
- The days of easy returns are over. Popping to the post office – if you’re lucky enough to have one open - is not going to be relished as a trip out and in fact may be avoided if people are isolating. This means people will want to be certain of their choice before clicking ‘buy’.
- It’s likely your cash flow, supply chain and production are under pressure due to the changing demands the coronavirus crisis has presented – whether increased or reduced demand. The last thing your business needs is further uncertainty in your sales and cash flow due to increased returns.
- If you’re new to selling online, your product photography styling and quality will represent your brand. It’s crucial to get your image right so you build loyalty and a positive impression with customers and keep them long term.
- If you’re tempted to use stock photography on your website, don’t. There is a big risk other companies will have used it too. Strong brands need authenticity and individuality. The way your products are presented on your website needs to be authentically you.
- Good product photography is an opportunity. To enhance your products and show them off in the detail and gloriousness that will do them justice. This is particularly important if you’re in the high-end luxury space, but this principle should apply across the board if you want your customers to be tempted into ordering your products (which you do).
So that’s covered the why, the next question is, how?
You might be thinking, it’s simple. I have a phone. It has a great camera. Or, we’ve had product photography done, what we have is good enough.
But will this cut it, in today’s challenging commercial environment?
Commercial photography – done well, takes a lot more than a good camera. It takes;
- A professional studio – as a commercial photographer the great news is I have a home studio, which means I can continue to provide high quality product photography services safely from my home. I’ll simply pick up the products, or have them delivered, and shoot them in my studio.
- An excellent understanding and expert ability to use the right lighting. Lighting is everything in product photography to convey details, textures, quality of items. Without well-lit products, customers could simply get frustrated and move on.
- Artistic input. An experienced commercial photographer knows the style of photography that will work for your brand and audience and ensure is this consistent, creative and high impact.
- Professional editing techniques – to create the perfect finish and final presentation of the photography of your products. I provide editing and production services if you are shooting your own photography to ensure it looks fantastic and does your products justice.
Don’t leave your potential customers underwhelmed, misled or forced to look elsewhere for the images they need.
The current circumstances make product photography all the more important, and I can help.
Get in touch to find out how I can carry out your product photography or editing safely from my home studio.
Here's some examples of my portfolio :