Two online stores sell the exact same types of products and attract a similar number of users through their marketing campaigns, but one sells significantly more than the other. What makes the difference? Most likely, it has to do with the website design and, particularly, the quantity and quality of the product images or photos .
As Shopify Experts , we know that every detail of your online store matters. So sit back and get ready to discover how to ensure your ecommerce site's visual appeal is irresistible.
Connecting the rational with desire: the science of images behind a successful ecommerce
Sight is the primary sense through which we obtain information about the world around us, and its nerve endings connect, at the same time, with the parts of our brain that awaken emotional desire and help us to make rational decisions.
Therefore, even if your product description is very complete and includes all the important information, the real push towards purchase will come from images that engage both the senses and inspire conviction. Furthermore, your customers will typically only remember 80% of what they saw and 20% of what they read on your e-commerce site.
Investing a little more in outstanding product photos will reduce potential user distrust of your site, especially among new users, but it will also generate more anticipation, better differentiate your brand, and even decrease returns and negative reviews.
Whether you produce your product images yourself, request them from your suppliers, or hire a professional ecommerce photography company, the important thing is that you understand the hidden aspects behind an image that truly sparks the desire to buy a product.
Your complete guide to product photos for your ecommerce store
As Shopify Partners , it is essential for us that our customers become familiar with the four key aspects of product photos or images for ecommerce: the technical side, aspects related to composition and aesthetics, the importance of editing, and the opportunities for interactivity and multimedia.
1. Beyond aesthetics : technical requirements of a product image
The first thing that comes to mind when we think about product photos for an online store is what's in the image itself, but really the first thing we need to think about is all the technical stuff behind any digital file.
These can be generated with professional cameras and even with good quality phones and, depending on how they are configured, we will obtain certain file formats, image sizes and quality levels.
For example, for images intended for digital displays, it's recommended to use RAW or JPG format, with fine quality, a size between 1200 and 2000 pixels in length, and an sRGB color profile. Additionally, you should be careful with the exposure level and noise (ISO), ensure that files don't exceed 100KB, and consider that you'll need to compress them before uploading them to the website. The technical aspect of lighting also involves avoiding unwanted shadows or reflections and maintaining the same light level across all images.
All of this might sound a bit complex and specialized, but by ensuring we generate the images properly from the very beginning, we can save ourselves countless problems later on. Few things cause as many headaches as trying to adjust photos of different sizes, formats, and qualities to fit an e-commerce catalog.
Fortunately, you don't need to study commercial photography for years to master these parameters. Often, simply reading the camera's instruction manual carefully is enough. Finally, in the technical section, we also include some standard accessories typically found in any product photography studio: tripod, white box, lighting, and reflectors.
2. Composition: What exactly do we convey with our product images?
Strictly speaking, composition in photography is the way visual elements are arranged within a frame. But when we talk about product images, we're referring to all those elements that help convey a particular message or trigger certain emotions, associations, or evocations, ranging from framing and distance to aspects like color, the angle of light and shadows, and background elements.
As a general rule, it's basic:
- Capture your products from multiple angles to provide a complete view.
- Include overviews and close-up details to showcase textures and materials.
- Use reference objects or models to provide a clear idea of size and scale.
Neutral and solid backgrounds are usually a safe bet, but sometimes certain products benefit from contrasting colors, patterns, or additional elements that exemplify how they can be integrated into the consumer's everyday life.
Remember that the composition and style of your images will depend on both your target audience and your brand identity, as well as the importance of maintaining consistency and visual continuity; that is, although each photo will highlight a relevant and distinctive aspect of each product, all the images have to feel part of a whole and in turn must be visually harmonious with the design and colors of your page.
For example, this is what your product page could look like on Shopify:
Editing and retouching: the subtle difference between enhancing and deceiving
Based on our experience as Shopify Partners in Mexico , over 20% of online returns are due to discrepancies between how a product appears in the store and its actual appearance upon receipt. Editing is an invaluable tool in e-commerce, but it can also be a double-edged sword when used to make a product look better than it actually is.
So, what is editing used for?
- Correct light and color to accurately reflect the product, maintaining consistency across all images and avoiding variations that could confuse the customer.
- To soften or minimize some imperfections that are not characteristic of the product, but without altering aspects that modify its real perception.
- Include watermarks to protect your images, but without interfering with important product details.
- Place the product in different scenarios to better exemplify the possibilities it offers.
- Modify customizable aspects, such as color, so you don't have to photograph all versions of a product.
Microinteractions and multimedia: the real differentiating factor
Now, the three aspects we just discussed are “non-negotiable,” meaning that any e-commerce site whose product photos don't meet at least that level of professionalism will negatively impact customer trust. However, from here on out, we're talking about differentiating factors, that is, “extras” that will truly add value to the customer experience:
- 360° Views: These allow customers to "move" and view the product from all angles, providing an almost physical evaluation experience. Although specialized photography techniques are required to achieve this view, they are usually an excellent investment.
- Microinteractions: These are small animations or interactive actions that enhance the user experience when viewing products. Examples include turning the cursor into a magnifying glass when hovering over an image, or animations that are triggered by clicking on certain points. Microinteractions can also provide smoother transitions between images.
- Video: Including a short demonstration video at the beginning of your product image carousel can boost customer confidence. You can also include animated elements to make it more appealing.
- Storytelling: The composition of images can be used not only to showcase the product, but also to subtly tell a story that resonates emotionally with your customers, associating what we want to sell with significant experiences or moments.
These are just a few examples. Creativity is the limit, and thanks to the advanced technology of ecommerce platforms like Shopify , you can add increasingly original and iconic elements to your product photos.
And the million-dollar question:
Exactly how many and which product photos do I need to upload?
There's no hard and fast rule. Base your selection on the following criteria: enough to give the customer a very clear expectation of what they're going to buy and make them excited to do so as soon as possible, but always prioritizing quality over quantity.
Ready to sell more on Shopify ? Then be sure to check out the hacks we offer. We're among the top Shopify partners in Mexico and are trusted by over 450 online stores. Contact us today !
