Good product photography is critical. Most of the business owners I interact with know this, and certainly, those who are putting their product up on Amazon or using a Shopify-built site understand its importance.
They also have resources they can leverage with partners like Shopify, who offer advice on product photography. That said, for anyone I work with, I want the imagery to be consistent, showcase the product in a way that really captures how it looks, and grab a potential client's attention.
I read something recently on Adspert that said, "93% of human communication is visual." It also mentioned that "you only have a few seconds to choose. I bet you'll want the most visually appealing product."
This aligns with research from Consumer WebWatch, conducted by Stanford University credibility experts. They found that nearly half of all consumers (46.1%) assessed the credibility of a website based, in part, on the appeal of the visual design, including layout, typography, font size, and color schemes. The data showed that people often prioritize visual cues over content when evaluating trustworthiness.
So if you only have a few seconds, it better put your product in a light that stops people in their tracks.
Telling the Don Elias Story Through Product Photography
In December, I was speaking to the owner of Salinas-based tequila company Don Elias about this very topic. Let's face it—the alcohol and spirits market is competitive, so what helps you stand out? Brand. Yes! But just as importantly, it's the product itself. They connect!
Just ahead of the holidays, I had them in my studio to help capture their tequila and bring it to life. I want my clients to see this not just as a "marketing expense" but as an investment in future sales. It's my job to get the image just right. Paired with strong marketing copy, these visuals reel potential clients in. They buy the product and become long-lasting customers.
Some businesses may try to cut corners, but what I love about the folks at Don Elias is that they see the value and want to make the investment to ensure they are here, competing for the long haul.
Now, the product is going to pop, and I can't wait to see it on their website, social media, advertising, and more.
High Quality Images = More Sales
Product photography doesn't just look good. When I talk to clients, I tell them there's plenty of evidence to show it can boost sales.
Shopify, Amazon, and independent research groups like Baymard Research Institute all agree: Images build trust. In this digital world, they're critical for helping customers see the details of a product.
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For example, I recently worked with Kafens, a small business passionate about its products, to create clean, professional images on a crisp white background and also product packaging with the coffee itself. These photos help their products shine and connect with customers in the competitive e-commerce space. By showcasing every detail clearly and consistently, we ensured their products could stand out and appeal directly to their target audience.
In a Baymard Institute article, which you can read here, they explain how designing your website to showcase your product's details creates a "virtual touch and feel." The more shot angles, the better potential clients understand what your product can do for them. And don't forget—people love to zoom in for details. From purses to BBQs (see the picture in their article), clients want to see every feature to decide if it has all the bells and whistles they're looking for.
Capturing those details with product photography is key. That's exactly what we focused on with Don Elias—highlighting the bottle's texture, elegant design, and the way light reflects on the glass. All of this has to convince the customer it's worth tasting and hit their emotions in a split second. Similarly, when working with Kafens, we focused on clean, professional images with a crisp white background, ensuring their products stood out in the competitive e-commerce space. Whether it’s the sleek appeal of a tequila bottle or the fine details of consumer goods, product photography must connect emotionally and convince customers at a glance.
Recommendations Before We Talk About Product Photography
When we chat with clients, we go over details like where the product will be displayed—Amazon, Shopify, or other platforms—and how customers will view it. Will they need close-up shots? Front and back images? These considerations guide every shoot.
The point is, we run through all these details and more to ensure the final product delivers. Before we jump on a call, here are a few recommendations to think about:
Show Multiple Angles: Give your audience a 360° view of your product. Think front, back, side, and any unique features.
Use Consistent Lighting: This keeps your images looking professional and cohesive across all platforms.
Highlight Key Details: Whether it's stitching, texture, or special features, make sure your images zoom in on what matters most.
Incorporate Lifestyle Shots: Show your product in use to help customers visualize how it fits into their lives.
Plan for Versatility: Think ahead about how you'll use these images—on your website, social media, or ads—and make sure they work across different formats.
What will really help with your shoot day is a good "shot list," where you outline what you want us to cover during the shoot as you consider these things ahead of the shoot.
With Don Elias, we set out to capture the story behind their tequila while emphasizing the product’s craftsmanship and premium appeal. For Kafens, it was about creating crisp, clean visuals that let their products shine on their website platforms and other retail platforms. Each project presented unique challenges, but the goal was the same: to connect customers with products through stunning, purposeful photography. It’s a privilege to collaborate with brands like these and bring their vision to life. I know in a few months, both of these owners will chat with me again, and I'm confident we'll see their new product photography has helped in more ways than one.
Are your product images working hard enough for your brand? If the answer is "no!" then it’s time to get in touch. I’m happy to discuss how we can help you. Also, ask me about our video production capabilities we offer as well. Get in touch.