Small and mid-level businesses often mistake ‘photograph of a product’ with ‘commercial product photographs’. These two may sound similar but there is a world of difference, it is like comparing road-side sketches with the Mona Lisa. Technology is an important part of product photography; however the most important part is creating an image that sells. Skeptics say that ‘a good product sells by itself’ but the reality is far different. Several studies point to the fact that good commercial product photography can improve sales by over 30%
“One picture is worth a thousand words” – might be a clichéd saying but it is the truth. Have you ever seen children going through a magazine or moving around in a retail store? They will spot good images and will never look at the text. They are good spotters and they pick attention grabbing images. It is not only true for children, but also for grown-ups. Adults will go in to the detail before making a purchase decision; however a good image will invariably grab their attention. Unfortunately many retailers today prefer the stock images provided by the manufacturers over hiring good product photographers. Studies point to the fact that majority of the retailers in even well-organized verticals like toys (which has a market of $ 21 billion in the US alone) or pet care (has a market of $34 billion in the US) are not making use of good Product photographers.
If you are a small start-up and if you want to compete with the big boys in retail then it is important for you to hire the right product photographer. Hiring a product photographer will greatly help you in increasing the lead to conversion ratio. However you need to consider a few factors before hiring a photographer. You might do a lot of research; however there is a great deal of difference between academic research and real-time experience. Before hiring someone you need to ask these questions.
- What should the campaign convey about your product?
- How do you want to convey it?
- What should be accomplished with this shot?
Once you get the right answers to these questions you will be able to get the best out of your product photographer. In the end, the role of a good product photograph is to grab the attention from your prospective buyers, engage your customers’ mind and showcase the superiority of your products over the others’ in the market. Overall it should trigger an impulsive and emotional response in the buyers.