How Product Photography Drives Sales and Builds Trust

Good product photography is critical. Most business owners I interact with know this. Those who list their products on Amazon or use a Shopify-built site certainly understand its importance.

Don Elias Tequila - Product Photography

They also have resources they can leverage, like Shopify, which offers advice on product photography. However, for anyone I work with, I want the imagery to be consistent. It should showcase the product in a way that captures its true essence and grabs a potential client's attention.

The Importance of Visual Content

I read something recently on Adspert that said, "93% of human communication is visual." It also highlighted that "you only have a few seconds to choose." People naturally are drawn to the most visually appealing options.

This aligns with research from Consumer WebWatch, conducted by Stanford University credibility experts. They found that nearly half of all consumers (46.1%) assess a website's credibility based, in part, on the appeal of its visual design. Factors such as layout, typography, font size, and color schemes all contribute. The data shows that people often prioritize visual cues over content when evaluating trustworthiness.

In a world where first impressions matter, your product imagery must stop people in their tracks.

Telling the Don Elias Story Through Product Photography

In December, I spoke to the owner of Salinas-based tequila company Don Elias about this important topic. Let’s face it—the alcohol and spirits market is incredibly competitive. What helps a brand stand out? Yes, it's brand recognition. But just as crucial, it's about the product itself. The two must connect!

Just before the holidays, I welcomed them into my studio to capture their tequila and bring it to life. I want my clients to see this as an investment in future sales, not merely a "marketing expense." My job is to get the image just right. With strong marketing copy, these visuals reel potential clients in. They buy the product and become long-lasting customers.

Some businesses might try to cut corners. What I admire about the team at Don Elias is their understanding of value. They want to make the investment to ensure they remain competitive in the long haul.

Now, their product photography will truly pop. I can't wait to see it featured on their website, social media, advertising, and more.

High Quality Images = More Sales

Product photography doesn’t just look good; it can significantly boost sales. When talking to clients, I explain there's plenty of evidence to support this claim.

Companies like Shopify, Amazon, and independent research groups, such as Baymard Research Institute, all agree: Images build trust. In this digital world, they're critical for helping customers see the details of a product clearly.

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For instance, I recently worked with Kafens, a small business passionate about its offerings. We created clean, professional images against a crisp white background, as well as product packaging alongside 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 stood out and directly appealed 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 angles you provide, the better potential clients understand what your product can offer. And remember, people love to zoom in for details. From purses to barbecues (see the picture in their article), clients want to see every feature to assess if it has the bells and whistles they need.

Capturing those essential details through 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 this needs to convince customers that the tequila is worth tasting, engaging their emotions in a split second.

Similarly, when we worked with Kafens, we concentrated on creating clean, professional images with a crisp white background. This ensures their products stand 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. It needs to convince customers at first glance.

Recommendations Before We Talk About Product Photography

Before we chat about product photography, we need to go over essential details. Where will the product be displayed? Will it be on Amazon, Shopify, or another platform? Consider how customers will view it. Will they need close-up shots? We typically cover front and back images, along with other important considerations during our consultations.

Here are a few recommendations to think about before your shoot:

1. Show Multiple Angles: Provide a 360° view of your product. Include front, back, side, and any unique features.

2. Use Consistent Lighting: This keeps your images professional and cohesive across all platforms.

3. Highlight Key Details: Whether it’s stitching, texture, or special features, zoom in on what matters most.

4. Incorporate Lifestyle Shots: Show your product in use to help customers visualize its role in their lives.

5. Plan for Versatility: Think ahead about how you'll use these images—on your website, social media, or ads. Ensure the images work across different formats.

   
   

A good "shot list" helps outline what you want us to capture during the shoot. This will streamline the process and ensure we cover everything you need.

With Don Elias, we aimed to capture the story of their tequila while emphasizing the craftsmanship and premium appeal of the product. For Kafens, it was about creating crisp, clean visuals that let their products shine across retail platforms. Each project has unique challenges, but the goal remains 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 owners will reach out again. I’m confident we will see how their new product photography has positively impacted their sales.

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 here to discuss how we can elevate your visuals.

Also, feel free to ask me about our video production capabilities we offer as well.

Get in touch.