Raise your hand if you’re “more of a visual person” :::all hands go up::: We like images. We process them faster and remember them better than text. We are inundated with them daily so we like them to look nice. If they don’t, we move on to the next pretty quickly.
Not to mention most of us are looking at small phone screens all day. We need quick easy content because who has time/patience to read? There’s a reason a picture is worth a thousand words.
So, it goes without saying that photos are one of the most important tools for online retailers. Especially since the biggest hurdle of online shopping is the inability to touch, smell, taste, experience products before buying. Not only do your photos grab a potential customer’s attention in the first place, they also provide critical information that helps them feel comfortable enough to overcome the perceived risk of buying online versus in store.
And it’s not just the quality and value of the products that your customers are gauging, they are also judging the quality and value of your brand. First impressions are everything and if you take dark low-quality photos, potential customers might view your business as amateur, unprofessional, or untrustworthy. Spending a little time and money on getting great shots of your products will help establish trust, transparency, and a good experience which translates to sales. These impressions are even more important in the cannabis industry where there is still a lingering stigma.
And it’s not just the quality and value of the products that your customers are gauging, they are also judging the quality and value of your brand.
If you’re not already convinced that product photos can make or break a sale, here are some fun stats:
- 79% of Americans now shop online
- The brain processes visual info 60,000 times faster than text
- Studies show that people remember 80% of what they see and only 20% of what they read
- 93% of consumers consider images an essential part of their purchasing decision
- 22% of online product returns are because the ordered items look different than in the photos
You don’t need a large budget to create polished product photos. Stay tuned for the next post in this series to learn about what equipment will help you create photos that convert.