High-quality marketing is the predecessor to profit.
That being said, product photography is a big part of my purchasing decision. After all, online shopping is done with the eyes.
I often resort to customer review photos to adequately depict the product I’m interested in. While it’s always important to read reviews when considering a purchase, they should not be the sole resource for decent product photos.
Product photography is a powerful tool. It can make or break a sale. When it comes to online shopping, if a company is not dedicated to getting that perfect product photo, then I immediately exclude them.
High-quality images provide several benefits:
- Your image is the customer’s first impression
- They instill confidence in your viewer
- Potential customers use them to imagine themselves with your product
It’s not difficult to get professional pictures of your products. For Amazon, there’s even specific rules to follow to ensure success.
Poor quality product photos used to frustrate me. When I’m shopping online, it still does. At times, I actively search for terrible product photos to humor myself. I’ve even compiled an entire album of product photography fails.
What Failure Looks Like
Directly from Amazon.com, here are some epic marketing fails in all of their comical glory:
Example No. 1: Face Mask
Example No. 2: Fake Tattoo
Example No. 2 Zoomed In
Example No. 3: Food Containers
These product photos scream poor quality. I wouldn’t throw my money at these if they were on fire and my money was the only extinguisher. Let them burn!
I’d expect to see this quality on Wish.com where they sell nothing but knockoffs. However, seeing these errors on Amazon is an immediate deal breaker.
I have a keen attention to detail, and I realize it sometimes leaves me disappointed. I wish I could overlook the flaws. But if my money is involved, I refuse to settle for anything less than impressive.
The Fatal Flaws
Let’s start with Example No. 1:
- Photoshop is obvious.
- The stock photo of the woman is of a different quality than the mask.
- Dissimilar lighting of the mask and her face.
- The mask doesn’t appear to be a real object; the mask looks digitally created—because it is.
On to Example No. 2:
- The stock photo is extremely grainy, but the product isn’t.
- The “tattoo” extends farther than the skin does.
- Photoshop is obvious.
Finally, Example No. 3:
- The containers have different lighting.
- They are not proportional.
- A digitally created blanket cuts off the feet of the woman on the far right.
- To the left, there is grass growing around the boy’s feet.
- The lady in the middle is staring daggers at the woman on the right side.
- Next to her, the man looks like he lost his job three months ago and hasn’t told his family yet.
What Will the Customer Think?
- The product is as cheap as the marketing.
- The designer threw it together in a few minutes and said “Good enough.”
- If they can’t be bothered perfecting the marketing quality, what else are they doing half-ass?
These errors are distracting. I’m thinking about all of this, instead of gaining any interest in the product.
Distraction is the antithesis of effective marketing.
This is not a situation where they spend so long making great quality products that there’s not enough time and resources for quality marketing! This is absolutely a result of laziness.
Here’s what real customers are saying about these products:
The customers said it all! Poor quality is what you see, and it’s what you get. Your eyes aren’t playing tricks on you.
Creating Successful Photos
If you want to create impressive images, I’d advise reading a few DIY product photography articles. You could get the necessary supplies at a craft store for a light room and backdrop.
You don’t have to have a human hold every one of your products, but you have to ensure it looks like it’s worth using.
Product photos are not difficult to create, and the benefits they provide are worth it. So if you ever plan to sell anything online, prioritize them. You’ll thank me later.
Ves Slone 