Product Imagery

Are these brands showing us the future of Product Detail Pages?

As e-commerce sales continue to grow at a rapid clip (about 15% year-over-year)*, it becomes increasingly crucial for brands to innovate, differentiate, and delight customers in new ways.

Having clear and accurate product imagery on your detail pages are a given. (Or at least should be!) Long gone are the days of dull, lifeless product photos with limited product detail and wash instructions. Brands must now continue the tactility, product knowledge, and emotion evoked throughout all their online and offline communications. You have to stick the landing!

And just as successful Instagram strategies are a mixture of brand-building & product-focus - using the full suite of videos, gifs and static shots; so too can brands’ product detail pages embrace creativity with innovative, informative and fun ways to engage and convert visitors to the site.

Here are some brands that we think are getting it right...

 

1. Apple’s Use of Functional Video

Detail pages that include product videos are much more likely to see add-to-cart conversions, than those without. In fact, 37% more likely*.

Knowing full-well its strengths lie in its inimitable UI and design, Apple has chosen to use CGI video for its Apple Watch Series 4 product page because of the creative freedom it brings. 

Having initially greeted visitors with a full-screen, close-up of the watch, the strategy continues with artful clips of the watch in use, each cleverly slowing down half-way to be supported by attribute copy. There is no ambiguity: the watch is the hero of the page.

The use of video is innovative and functional, while the creative is beautiful and engaging - all attributes central to the Apple brand.

Click on the image above to see the full Apple Watch Product Detail Page.

Click on the image above to see the full Apple Watch Product Detail Page.

 

2. David Yurman’s Unique Lighting for Jewelry


Jewelry is tough. Being a high-ticket item, jewelry brands have to ensure their product detail pages reflect a commitment to uncompromised quality and luxury, while also conveying the appropriate emotional tone.

David Yurman seems to have found a solution that is right for their brand. With clever back-lighting, the rings are given incredible drama and the customer can see every facet and detail of jewelry. They have also chosen an off-white background, which is notably different from the industry standard white-on-white. 

With bold - yet calculated - creative decisions, David Yurman has been able to enhance and elevate both product and brand at point-of-sale. 

David Yurman has a unique approach to lighting, and clearly invests in the scaling shots, a very important feature for fine jewelry product detail pages.

David Yurman has a unique approach to lighting, and clearly invests in the scaling shots, a very important feature for fine jewelry product detail pages.

 

3. Carl Hansen’s Brand Narrative


A good product detail page will give the customer the info he or she needs to know to make a purchase, a great product detail page tells a story: it draws the visitor into the brand narrative, showing how the product will elevate their lives, rather than just listing product attributes and hoping it’s what the customer wants to read. 

This requires the right hierarchy of product and content.

Carl Hansen & Son has done a masterly job with its Shell Chair - showing the product both on its own and in spatial context (critical for selling furniture), listing the product varieties in a clean, unambiguous manner, discussing the chair’s design history (reinforcing the brand and product pedigree) and bringing the product to life with a video that dives into the chairs’ delightful craftsmanship.

The page is simple to navigate, with the salient product information clearly communicated; yet the experience is elegant and sophisticated. 

Click on the image to go to CarlHansen and see the full page experience.

Click on the image to go to CarlHansen and see the full page experience.

 

4. Jonesy’s Cute Cross-Merchandising Section

When your customer is ready to buy your product, that is the perfect moment to upsell and drive up your average order value. Jonesy does an excellent job of cross-merchandising with thoughtful product suggestions in their “Match With…”  section. Bright, vibrant images effectively capture the spirit of the brand, and the way they pair the items together allows you to easily envision the complete look. We especially love the add-to-cart functionality for a super easy impulse buy.

The ability to easily add-to-cart Jonesy’s product suggestions is a great feature on the PDP.

The ability to easily add-to-cart Jonesy’s product suggestions is a great feature on the PDP.

 

5. Acne’s Avante-Garde Approach

If you’ve ever been to an Acne boutique, then you’ll be familiar with their cutting edge store concepts. In keeping with their modern vision, the imagery on their product detail pages is extra-big, extending below the screen (on all screens). This is a creative decision that not only makes sure they are extremely clear in communicating the design and/or pattern; but also is in lock-step with their avant-garde brand aesthetic. 

By including a video in the tiles, Acne is able to bring some product-in-motion to the page - a little burst of energy which not only provides visitors a greater understanding of the product but is a great representation of the brand itself.

Click on the video to visit Acne’s Product Detail Page

Click on the video to visit Acne’s Product Detail Page

 

Of course the main purpose of product detail pages is to provide prospective customers with all the information they need to seal the deal. However, as shown by these examples, brands do not need to follow a preconceived creative playbook here, there is bandwidth to explore interesting, clever and fun approaches to showcasing the product, as well as cross-sell additional items. The key, as ever, is to ensure that whatever strategy used fits with the brand overall.

* Footer 1 - https://www.marketplacepulse.com/stats/us-ecommerce/us-e-commerce-growth-rate-55

* Footer 2 - https://www.invespcro.com/blog/e-commerce-product-videos/







Transactional vs. Emotional: The question of Zarafication

As we know: the better the product photography, the better the sales.

Good product photography is about accurately depicting your goods in a way that people can quickly and easily understand - highlighting your best features, and providing visual context to help prospective customers decide if they want to buy, or not. (You can learn more about what kind of product imagery actually sells in a previous post - The Four C’s of Product Photography.)

BUT, while product shots are functional by design, there is no need for them to be boring in execution.

Brands can - and should - ensure their product photography shares the same personality and uniqueness that they exhibit elsewhere: from their in-store signage to the tone of their social media posts. The customer must feel like they are still enjoying the same brand experience when they’re on your product detail page; or else, they might as well be shopping on Amazon.

“Zarafication” in product photography

A few years ago, Spanish retail giant Zara decided they would do things differently, adding movement and interesting crops to their product pages.

And we are still feeling its ripples of influence in e-commerce today. Brands ranging from Reformation and Merlette, to Free People and Loft all incorporate some form of movement or attitude in their product imagery.

Here are a few things that a brand can play with to add a unique feel to their product photography:

  • Movement

  • Props

  • Unique crops

  • Background color or texture

  • Environment

Zara's main product photography shots show interesting movement, and use a variety of crops. You see the rest of the product vides once you click through to the product detail page.

Zara's main product photography shots show interesting movement, and use a variety of crops. You see the rest of the product vides once you click through to the product detail page.

Is Zarafication easy?

Well, it looks simple enough: just have the model move around a bit and snap away, right? Not quite.

In reality there is a lot of planning goes into these images before, during and after the shoot. You need an expert model, a highly skilled photographer, and a detail-oriented art director to add eye-catching variety, but without distracting from the product itself. A customer might be enticed and interested by the unique swing of a dress, but if they can’t decipher the back details, or fabric, the dress will never get into the shopping cart. Zara has invested heavily into their photography to achieve this balance between transactional and emotional imagery - and it shows.

That said, it’s no bad thing having a clear and simple focus on the product imagery.

Straight-forward, to-the-point shots can look beautiful and have personality in their own right. Many high-end designers and sites opt for this approach. Brands like Moda Operandi, Victoria Beckham and Alexander McQueen. The idea being that the product can speak for itself, with the more editorialized heavy-lifting taking place elsewhere on the site - usually on the homepage - where a brand’s personality comes to life.

Product shots from Moda Operandi's site have minimal movement - the product and styling are the main focus.

Product shots from Moda Operandi's site have minimal movement - the product and styling are the main focus.

Transactional vs. Emotional

So what type of product photography is right for you? Here are a couple of considerations.

  1. Budget - a basic rule of thumb is: the more personality you are trying to inject into a product image, the more expensive it will be. This is because the shot will require more time to prepare, execute and retouch. And time is money. So if money is tight, then opting for a more straight-forward shot will probably be a good idea.

  2. Brand Experience - where and how you reflect your brand personality could impact your decision on whether or not to add personality to your product imagery. Are there any other locations on the site where your brand’s voice is being brought to life visually? Could editorialized product imagery compliment the other brand photography? For example, if your brand is irreverent throughout your site, perhaps it would be good brand sense to make your product shots whimsical and playful too.

  3. Longevity - Remember, product imagery can be up on the site for a long time. Brands often have to live with creative decisions for 3 months, 6 months, even a year depending on seasonality. And changing just a small batch of photos can be expensive, since you don’t get the efficiencies of a shoot that captures multiple products or views at one time. You also run the risk of the image not feeling cohesive with the rest of the product imagery.

  4. Consistency - If you're a retailer with tons of new product and brands launching on-site every week (like Gilt, Macy's, Target, etc), then be sure to consider consistency. It might look disjointed to have varied crops and a lot of movement through your sale pages. On the flip side, if you're a smaller brand and need to shoot in small batches, it might clean things up to maintain an easy-to-execute, consistent way of shooting.

At the end of the day, what Zara is doing is working for them. As a multinational, $10+ billion brand you know they’re pouring over their analytics to be sure of it. And many brands are following their lead. Could it be right for you too? A-B testing two versions of the product imagery before going all-in is always a good way minimize the risk.

If you have any questions on whether your brand is right for "Zarafication", or how you might execute either the shoot or the test, please feel free to reach out to us at hello@thelinestudios.nyc.

Product Photography: The Magic of Retouching

The better the product photography, the better the product image and  - most importantly - the higher the sales conversion.
 
But the best images are only half finished when the shoot wraps.

Retouching plays an equally important role in making sure the products have that little bit of extra magic that makes customers take notice on an e-commerce site.

Many brands marvel at the glorious perfection of their competitors' products sitting pristinely on the page. But here’s a little secret – they almost certainly didn't come out of the bag or box looking that good. Even the best samples or products have been refined by the expert hand of a professional retoucher. Some may think it’s cheating; in reality it’s just an important factor in making something look its best, no different from a model using make-up or editorializing an image with props.

And the best, most magical retouching often goes unnoticed. Which is just as it should be.

At its most basic level, product photography retouching involves background clean-up, removal of dust, marks or small imperfections, and styling prop removal (the fishing wire, pins, clamps, etc used to hold-up or shape a product).

Retouching can also be used to actually create the ‘final’ product, especially when shooting samples. It can help fix a piece of hardware that is the wrong color, a pocket that will be removed in final production, or a logo that wasn’t sewn on correctly. Over time, we have done some pretty miraculous ‘facelifts’ on products for a few of our clients (though like any good plastic surgeon, we won't name names), like taking interiors from one bag and put them inside another, or changing the proportions of a clutch to create a shoulder bag. We’ve added logos, seams and zippers....the list goes on. This isn’t disingenuous, in fact it’s the opposite: it’s about making the product look accurate AND attractive.

But the best added value comes from the most nuanced retouching. It takes an experienced hand to make these final adjustments – ensuring the product shape is symmetrical, that the edges are all straight, the handles look neatly styled and formed, and the shadows are crisp and consistent. But never, ever crossing the fine line into territory that is too perfect or unrealistic.

And these slight, but final tweaks can take the product from looking okay to truly desirable.

If you have any questions or thoughts on the subject, we’ve love to hear! Please reach out directly to lindsay@thelinestudios.nyc

 

Why We Exist

 

In the world of online shopping, imagery is king.

No surprises here. When selling a product, we ask our customers to make a decision based on images alone. No touching, no feeling, no trying on. The only thing we have is a 2-dimensional photo. So the product has to look incredible.  

But looking incredible is only half of it: the imagery has to be informative as well. It has to quickly and clearly deliver  all of the important product information and details so that the customer can make an informed decision on whether or not to buy.

How the images are produced is also critical. Capturing beautiful product shots can be very expensive for a company to sustain on a regular basis. All the back and forth trying to coordinate the shoot, deal with the product, the deliveries, talent, retouchers, asset tagging, etc. make it very costly from a time perspective too. Time and money spent like this are investments most companies cannot afford to make.

So for an image to be truly successful, it needs to be both effective - beautiful, impactful, and informative - and it needs to be produced in an efficient manner.

During our 7 years leading the Gilt production studios we pretty much earned a PhD in e-commerce photography. We learned where to push the creative process to find cost-savings without sacrificing quality. We learned how to express a brand’s unique DNA online, which often came up as one of the main reasons brands chose to work with us. And we learned how to use technology, analytics, sell-through and KPIs to strengthen the imagery and ultimately drive sales.

Then we realized how much our unique skills, talents and approach could benefit other brands looking to build their own strong and sustainable creative processes.

Brands have many challenges in today’s commerce landscape. Timelines from product conception through to sales are getting shorter and shorter. The typical 4 ‘seasons’ are being scattered throughout the year. The amount of content needed to connect with the customer is ever-increasing, but resources are not.

We formed The Line Studios to help brands address these challenges. We exist to partner with brands, and help them create the most impactful, effective imagery, using efficient production methods that can help grow their business. We believe that the strongest imagery should be built on knowledge and data, so we are always learning. And we use these learnings to develop the tools and processes that will help our brand partners succeed.