An image is worth a thousand words, but there are common mistakes in product photography that condition its performance. In this post, we’ll go over some common mistakes in product photography, although more from the digital marketing side than the technical one.
Common mistakes in image composition
Photography is essentially about light and how it reflects on an object. And when it comes to product photography for ecommerce, precision and quality are the critical factors that decides a sale or abandonment.
The common mistakes in product photography put the product’s perception at risk, which eventually leads to low sales, unsatisfied customers, and an increasingly poor brand reputation.
The following mistakes are often related to the technical aspects, although the human and operational have their effect, as we’ll see below.
Blurriness
As obvious as this may sound, an image’s sharpness and clarity are what make it good. Not using the right equipment – a tripod, for example – or not having the right light setup will make images blurry and deter potential buyers.
Ignoring the background
The background of a photograph is much more important than you might think because it can distract attention from what really matters. A uniform background makes the product the star of the image, which is the first step to catching the viewers’ attention.
Lifestyle pictures give more creative freedom to show products in action and in real-life contexts. However, there’s a difference between lifestyle and casual. And for the same reason (focusing on the product and not on the image’s background) backgrounds must be carefully planned.
Wrong proportions
High resolution is not hard to achieve nowadays, because even mobile phones have high-capacity cameras. However, it’s always better to take your product photography with professional equipment for ideal results. A common mistake in product photography has to do with sizes and proportions.
The image size refers to the image’s resolution, which is measured in pixels and affects how the image fits the browser’s window or the device’s display. Low or excessively high resolution is not recommended. The former will directly appear pixeled to fit, while the latter may take longer to load and eventually lead visitors to bounce out or move on.
The way around goes by finding the sweet spot between high resolution and low file size, which is usually achieved by image compression. Remember each platform has specific requirements, which doesn’t mean shooting different pictures for each. Instead, it’s a matter of editing pictures accordingly.
And if that weren’t enough, the proportions within the pictures are to keep in mind too to keep the product the star of each picture. Common mistakes include being out of focus, being too big or too small for the frame, or including other elements – hands for instance – diverting attention.
At Content2Sell, we always consider our clients’ plans and deliver all assets in the necessary formats so they can be used on all platforms and in the most commonly required formats and resolutions.
Lack of consistency
Products are normally presented from different angles to display specific features. That, however, comes with the need to keep the entire imagery consistent in terms of background, light, shades, framing, and focal distance.
Lack of variety
As important as it is to provide a clear image of a product it is to zoom into what makes it valuable. This increases the need for shooting as many angles as possible, so no detail is omitted. Textures and finishes do matter and have a real impact on the purchase decision.
Unbalanced light
The purpose of product photography is to make products look as real as possible. And every brand has a style and a particular way to present its products. Light is – again – what product photography is about. Too much of it may make pictures look veiled, reduce the contrast (something very important!), and affect the perception and visibility of colors and textures. Insufficient light will make them dark, making it hard to distinguish the product, which pushes buyers away.
A common mistake is using several sources of light, for example, mixing natural sunlight and LED lights.
Other common mistakes in product photography
Insufficient budget allocation
The better the equipment, the more likely it is to get satisfactory results. And that goes from cameras and lenses to staff and computers. Of course, it is the photographer’s responsibility to master his/her equipment, but the key to your satisfaction goes through hiring proven professionals.
After all, photography is about the final results, and – sorry – nobody cares about your finances. People want a solution to a problem, and your imagery is what makes them come to you.
Make sure to allocate the necessary budget to create the necessary content for your project.
Time is the enemy
Product photography is about details as much as it is about general shots. Deadlines are often tight and unnegotiable, which makes it hard to concentrate in the necessary to obtain the desired results. Especially if there are other factors out of control – i.e., weather, environmental noise, or people moving in the background (outdoor stages).
Environmental factors may affect the outcome whether it is plain product photography or lifestyle. Therefore, planning is key to preventing contingencies and adverse situations like weather, temperature, or light.
Unclear goals
Two things must be considered here:
What are the images for? Selling a product on Amazon? Explaining how it works in a product infographic? Promoting it on Social Media?
Photographers need to understand their clients’ objectives to do their best work. Above all things, an image must have a clear objective, especially on the internet, where every second of your viewer’s attention is gold.
Lack of training or experience
Experience and continuous training are essential in all fields, and photography is no less. Change nowadays happens fast. So fast, that staying up to date in terms of equipment, image-processing technology, and industry-related news, is key to remaining competitive.
Lack of experience is visible through other common mistakes on this list. Some simple, some more complex: lack of planning, the selection of equipment styles and techniques.
Going local or going global?
Where you plan to sell your products, and what language your target audience speaks are different things. The same language does not equal the same mindset or the same wording.
Translators can’t fix your pictures’ surroundings. And because product photography seeks relatability among its viewers, minor details have major effects. And that goes from surroundings to streets, objects, vehicles, models, and even plants.
Not considering locally recognizable elements directly affects how viewers relate to the image – something critical in the global era.
YES, BUT. Product localization is key for consumers in local markets. But at the same time, some well-performing local brands seek expansion to cross-border markets. And that pushes them to dilute some of their local references to make their approach more familiar with cross-border markets.
Poor communication
Photography is an important part of all marketing campaigns because it is used in all stages and instances. From ads to landing pages, and from product pages to ecommerce platforms. It’s a product’s first impression.
Thus, it can’t be left in a single pair of hands. Product content usually involves other people. Fluid communication becomes essential to spot discrepancies and nuances of how a product is presented, and in what context.
From design to execution, communication and written record are key to keeping pace.
Need a content partner?
Because an image is worth a thousand words, there are always potential improvements not only when shooting a product’s pictures, but when editing them for their final purpose.
Content2Sell has long-proven experience in advising online businesses to effectively present their products and make them shine on ecommerce platforms. Check some of our product photography, and decide for yourself how far you want to go.
