E-commerce advertising: the contribution of photography in the promotion of all kinds of products

Published on : 23 April 20204 min reading time

If the media attach so much importance to images, it is because the human brain receives 90% of visual information. Hence the importance of taking care of the visual, in this case product photography, which will be the vector of the advertising message. Commercial photography, which presents the product in a close-up shot, is used to highlight it on posters, product sheets or online catalogues. Product photography is also known as pack shot or packshot, which appeared after the Second World War. Since the expansion of online business from the 2000s, it has become an even more important part of the marketing and communication strategies of companies, especially those specialising in the sale of various products online.

Why make a product packshot

Far ahead of descriptions and opinions, the product photo (or pack shot, or packshot) is the first criterion (90%) in the purchasing decision of consumers (who represent 22% of the world’s population, or 1.6 billion online shoppers). The main difference between packshots and so-called “standard” photographs lies in the processes used in post-production. The challenge of packshot in online sales is to give a good perception of the product to the Internet user who consults the online catalogue or the product sheet. As the latter can neither touch nor try the product, the packshot must be able to provide him with a maximum of information on its physical properties (visual and aesthetic). The creation of a product packshot may require the use of certain configurable devices, aimed at improving the quality of the rendering of your image. These can range from simple turntables, to photo studios driven by powerful image processing software, to uniform light projectors and light boxes. The packshot can be made by service providers specialized in this activity, such as packshotcreator fr.packshot-creator.com. However, if you think you are able to make your own packshots, you will easily be able to offer yourself the material adapted to your products and your online sales site.

How to make your packshot a success ?

The packshot is not only about presenting your product to the customer. It must also seduce him, by appearing in its best light. For your packshot to be successful, you will have to use all your creativity, but also a number of techniques in the staging of your product. Pay particular attention to details such as the angle of the shot; the orientation, intensity, hardness of light and shadow, the relief and shape of the product, the reflections and brightness of the colours, etc. The configuration is not random, but depends on your product and the impression you want to make. Depending on whether it is a food photo or sports accessories, for example, the staging will not be the same. It all depends on the desired effect, the story you want to tell. However, be careful not to “transform” your product: 22% of online shoppers return goods because they are not true to the images displayed on the site.

The different types of packshots

There are several types of packshot produced, including the white background, which is the simplest and most often used. It brings out the details of the product while giving aesthetics to the image. The close-up consists of highlighting a detail of the product thanks to a very close shot. It brings out the texture or finish of the object photographed. It is used in addition to other photos taken further back. The studio shooting is the one that offers the best control over the light. It brings a touch of consistency to photos of the same product, products of the same brand or range. Range photography, presents several products of the same range or the variations of the same product on the same image. The life style presents the product in its context of use. It highlights the atmosphere, values and culture associated with the product in order to promote it. Finally, we can mention the 360° view and the 3D view, which offer an interactive preview around the presented object.

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