E-commerce Photography: Advice from the Experts
Since our brands are hosting fantastic product photos and marketing material of all their clothes, shoes and accessories on the FASHION CLOUD platform, we are able to see the different ways in which brands, big and small, produce their digital content for marketing. These images are used for print, brochures, social media, newsletters, apps and ecommerce. Every avenue is slightly different and requires certain styles and designs, and we wanted to specifically talk about ecommerce. We asked the experts over at RAW Studios Photography for their thoughts on what makes the best ecommerce product photo.
Garry from Raw Studio Photography says:
There are so many factors to consider when approaching what criteria I should include or exclude when creating an ecommerce image, and working in the sector for almost 10 years we can break them down into 7 categories;
- Attention to detail
- Understanding your customer
When photographing any subject, including clothing, your technicalities should be considered. If you plan to create images yourself does your kit & knowledge base fit the requirements? Is the item lit evenly & well? Is the image exposed correctly using a light meter? Are you using a fast enough shutter speed and does the aperture you are using give you enough range of focus? Are you using the correct white balance technique and is your ISO set low enough to create the highest quality image? The above information can be tricky to master but fortunately they are a consistent measure, once you have learnt the technicalities they never change.
The image needs to look appealing and saleable, most companies go for neat, symmetrical, crease free, steamed, dressed correctly, buttons fastened correctly & many other factors that add to the aesthetics of the image. Above all the image needs to look like it does in real life. It’s happened to me – being disappointed when my item arrived to discover it looks nothing like the image – not only would I return the item I would most likely not use that company in the future.
3. Attention to detail
This category falls mainly whilst you are dressing the item – The details sell the garment! A lot of items can look similar – how many white blouses look the same? If your items have a USP show it off as much as you can with close ups & a well written description. Customers like to see all the details, so the more photos the better.
This one is still up for debate. All the previous information addresses the ‚must haves‘ whilst creating an image where as preferences are exactly that – preferences. Do you shoot flat or on a mannequin? Do I have all the buttons fastened on the polo shirt or just one? Do I roll the sleeves up on a shirt? It all depends on the style you want to put forward to your customers – it’s completely up to you! But once you choose try to stick to it as we come to the importance of consistency later
5. Understanding your customer
Who is your customer? Did an item sell well that showed several details? – do that again! Do you get good feedback on the accuracy of the colours – make sure the colours of an image are true to the garment Could the client see themselves in the item? A teen brand may want a more dynamic image where as a mature brand may focus on how the item will fit them. Make sure the image tells the customer everything they need to know to help them make a purchase.
Consistency is king! Shoot all items the same – the same angle, the same height perspective, dressed the same, the same colour background – the list goes on. A consistent set of images on a website promotes good quality & the only thing that should change is the physical item.
Above all is the final image good enough quality to represent your brand? A customer only gets a few seconds to asses if they like the company, brand, or item & they usually do this through the images you choose to show them If you feel your current imaging doesn’t hit that criteria we would love to help – just give us a call
**Garry from RAW Studios Photography has been working as an ecommerce product photographer for over 10 years. Visit their website for more information about Ecommerce Photography.**