On-White images; the Holy Grail of Amazon product photography. White background photography makes the entire world of online shopping go ‘round. No matter the business, on-white photography is the core of online shopping. Amazon businesses, eCommerce brands, online consumer goods companies, on-white photos are some of the most basic, important parts of selling.
However, a quick iPhone picture taken in an office doesn’t cut it anymore- and more often than not, makes a business look unprofessional or amateur. The types of photos, the quantity of shots, and the quality all affect the success of your business, in more ways than someone might think. However, going about the design aspects and photography of your products can be overwhelming. That’s why we are here to help! Whether a brand looking to find some creative ideas for their website, a company trying to figure out the basics, or a business searching for a professional photography studio, just start scrolling already!
When creating a shot list, or deciding what type of images you may need for your page’s photography, there are a few pretty basic shots to include. Beginning the selling process by getting these types of images of your products will immediately increase selling potential, but choosing how many images or what types of photos are needed for a product can be stressful.
The list below breaks down the basics of on-white photography that you could use in an upcoming product launch or collection. These types of images are versatile and can provide a range of your eCommerce images. The wider variety of shots and angles displayed on Amazon ultimately expands the possibility for a customer to learn more about the product and helps to make up for the lack of senses that are involved in the online shopping experience. The more that your target market can consume and understand your product or brand, the better chance you have of making a sale.
The foundation of product photography is what is called a front shot. These can include the front of the packaging, the product itself, the packaging with the product out of the box, etc. These images are often used as the first image in most product links. Front shot images allow a customer to subconsciously gather the most basic ideas about a product that will influence their interest in a matter of seconds…so these seconds matter. The quick nature of a consumer’s buying habits already demonstrates the necessity for quality photography- no matter how basic.
A group shot is just like a front shot but includes multiple products. These can enable a brand to show off a group of products in a kit or varieties of a product being sold. These shots are great for new collection launches, showing off different SKUs, or showing what will be included in a set they may purchase. If a customer doesn’t not like a certain color of a shirt or is uninterested in a feature on a phone case, they may automatically go look elsewhere for what they are looking to buy. However, when all colors are shown off at once, or your audience can see all of their options altogether, it could increase the chance that they might keep clicking through.
The greater the effort that a customer puts in, having to browse products online, the more time they have to double think their purchase also tends to increase. While some brands might use this opportunity to have a customer stay on their sites for longer, grouping all of the SKUs together can ensure that a customer can find what they are looking for and enables them to see all of their options all at once.
Back shots are helpful when trying to show an online Amazon shopper more detail. The more that a consumer sees ur product or brand, or understands about the product, can increase the chance that they make a purchase. Reducing any mystery behind a sale will create a better experience for both the company and the consumer.
When someone is shopping in person, it is rare that they go to buy something without turning it over or flipping it around to see all sides, before making a decision. For instance, food and beverage industries may use backshots to show off ingredients, shapes, labels, or any other packaging details that might be missed in a front shot. When it comes to fashion or beauty brands, it is always helpful for a customer to see the back of the article of clothing, accessory, or jewelry. In order for a customer to feel confident in a purchase-whether, they know it or not- want to know as much as they can about something before making the decision to hand over their money. So no matter the industry, these angles are important for audiences to fully grasp the idea, concept, or look of a product.
Depending on the product and the industry, other add-on photos can be useful to add to a shot list. These types of close-up, bonus on-white images could include swatch shots, texture shots, close-up images, or a flat lay of ingredients. These shots have a wide array of possibilities such as more accurate color swatches for specific SKUs or detailed images displaying the different SKU options altogether. Abstract or realistic, these creatively styled images are fun and creative, and have a wide range of possibilities; they can be treated as filler shots for customers to see more of a product or as fully detailed, coordinated images that bring the entire photography project together.
These close-up images are a great way to bring the customer’s senses back into the online shopping experience. For instance, fragrance industries can demonstrate the scent and vibe of the product, by displaying all of the ingredients or elements of the brand. Makeup brands can easily display a crushed palette of colors or detailed textures of the products, while a skincare line may use swatch shots to give the customer a closer look into the product they are selling. So while these images are creative and intriguing for audiences, they do so much in making up for a consumer’s senses lost in the online shopping experience.
Many product photography studios use a “churn-and-burn” process when it comes to shooting on-white images. While any professional photographer might be able to shoot any basic variety of the white background images listed above, it is important to find a studio that will cater to their process exclusively for your brand.
Steer away from studios that advertise as “simplified photography” or have presets to place, shoot, and send over bland images of a product. While on-white images are a great foundation for a brand and are considered the “basics,” it doesn’t mean that they should be overlooked and easy to create; a foundation is important for any structure to stand, so if product photography is the foundation of online selling, it should be detailed oriented, carefully constructed, and crafted specifically to each brand.
Many eCommerce brands out there are not personally started by photographers, so it can be difficult to understand all that goes into the process and why the quality of professionals is significant. The photography itself requires a set, professional equipment, the perfect lighting color balancing, styling, props, and experience. Relying on lines, set, depth of field, lighting, shadows, and their retouching expertise, are required to create one image of a product. An experienced photographer, who understands the importance of their work, can ensure that a brand’s on-white images help craft a brand unique to its brand identity and its selling goals.
On the surface, quality matters for visual appeal and brand identity, however, return rates are greatly affected by the photographer and studio behind the work. Poor photo quality is one of the most frequent critiques of Etsy shops, Amazon companies, or eCommerce brands. Issues such as inconsistency of images, incorrect product colors, or underwhelming quality can lead to skepticism and disinterest from a potential customer.
70% of online shoppers surveyed in 2020, said that the quality and aesthetic of a product image greatly impact their buying decision (mdga Advertising, 2020)., and that number has been steadily increasing. With the rise of online shopping and technological advancements in the photo world, consumers rely on product photos and brand identity more than ever before. First impressions last, and knowing how significantly images grab attention, the photography that a company uses to sell their products is one of the largest influences in making a sale.
Studies across decades have shown that a customer is going to take in about 80% of what they see, compared to the 20% of what they read. So while companies may take an exuberant amount of time writing taglines, copy, or puns, photography will most likely be the most influential, deciding factor; with the increase of online-only boutiques and eCommerce brands, quality product photography catered to Amazon sellers will only continue to rise in importance.
When it comes to online selling, understanding the need for product photography can be extremely overwhelming. While there are many ways to go about a DIY photo project, a professional can take away much of that concern and effort. Allowing a professional photographer or studio to automatically create photo consistency, quantity, or variation, can help elevate a brand’s image, without bringing all of that time and pressure into a company.
Getting someone’s attention is important…but it won’t matter if your creative product photography doesn’t represent your brand. Often, without clear brand representation in your photography, it is much more difficult to achieve brand awareness from your target market. In the height of eCommerce, getting someone to recognize your brand is practically a new form of currency. However, the real challenge can be creating eye-catching content that shows off your brand’s true identity.
We love this reflective setup by photographer Leslie Grow. The simple mirror and single drink make this interesting shot, made easy. Any product photographer knows the utter dread when they see that they’ll be photographing anything reflective. So, major props to this photographer, Leslie Grow, for taking this creative direction head-on.
Playing with shadows and shapes is perfect for getting a classic, modern look that was portrayed in this series for The Girlfriend. While lacking a specific product, this project demonstrates how retail photography can have a wide range in terms of simple product shots, to loose, conceptual imagery.
The image and branding seem simple at first glance. However, taking a simplistic approach can be more difficult than it seems. Focusing too much on the proportions and layout can lead to stressing and removing and replacing and switching props for way too long. Taking inspiration from simple setups and basic props can make it easier when figuring out these small elements of a shoot you might accidentally get you all wound up. A rock and a leaf- that might be all you need to make a product stand out on social media or your website.
The styling also demonstrates the true identity of the brand. To ensure that the image is in line with the client’s products, the photographer chose to emphasize the natural, organic nature of the brand. Warm colors and natural elements can be found all over their website. So, by using natural prop pieces and a simplistic set, the brand identity is well represented within the image.
“Squeeze” was taken quite literally when creating this product shot. We see versions of this image often, but the background and active “squeeze” help the image stand out. Taking the product out, the background of this image could easily be used for social media, website backgrounds, etc. A setup like this might be a great option if you’re looking to step away from the popular “pour” or “falling ingredient” images.
Right from the image, we see that the brand portrays itself as fresh, natural, and organic. Placing a product directly into nature gives a not-so-subtle hint to an audience that the product is not too far from nature itself. Not only do the bright colors and natural background help show what the Squeeze brand is selling, but it also gives their target market a sense of who they are, creating that ever-important brand identity.
Perfectly pointy photography for this matte lipstick line. Finding new ways to place and style products can be challenging, especially when trying to come up with new creative sets for similar types of products and brands. The unique art direction above finds a new take on product placement; sometimes, a new perspective is all you need!
Holiday shoots can be especially tricky when trying to craft content that maintains brand identity, while also remaining fun and festive. However, this image demonstrates a perfect blend of holiday colors and shapes and still keeps the branding front and center. The minimalist nature is on trend with the simplistic-focused consumerism that we are seeing in the makeup industry lately.
As I’m sure you can tell by now, cutouts are trendy. Lately, we are seeing fun, young brands using bright colors and bold shapes. HEMERA decided to hop on board and used colorful, 3D geometric forms to not only depict its product and its prickly ingredients, but also portray who they are as a brand- young, clean, and simplistic.
We have seen more and more brands hopping on board and using these eye-catching sets. The loud images and creative design that we see above might be a great option for your brand; it might even be a fresh, new way to capture the attention of your audience.
I’d be remiss to not mention that Transform design does a great job of breaking down their art direction behind this shoot. So, if you’re looking for more inspiration, make sure to check them out for a more detailed breakdown of their brand’s photography and strategy.
More creative shapes and styles! Boxes and stands are common in product photography, but the white boxes and green foam get boring. Finding new ways to use a technique you’re already familiar with is always exciting. Similar paper and wood cutouts, like these, can be found on craft websites and amazon, which makes it even more tempting to add to that idea board we all have.
These fun shapes add a unique texture to the packaging and help audiences spot the simple, natural, and modern elements of the Typology brand. Finding the perfect balance of texture and space is tricky. However, they seemed to nail it, combining a simplistic product with more eye-catching props. An idea like this could be replicated for any brand, it seems all you need are some fun columns and you’re all set!
Flat lays of ingredients are another common ask for eCommerce brands. However, this shot here might just give you some new inspiration for your prop display. Flat lays are normally the go-to when it comes to showing ingredients or produce in a product. However, adding the ingredients all together into a bowl, a pitcher, or vase, might just be a new creative option to try out.
The founder of the Vintner’s Daughter shot here described her product as the “power of nature captured in a small glass bottle.” Perfectly capturing just that, the photographer seems to have taken that idea and ran with it. The glass pitcher is a fun way of displaying the natural ingredients in the product and conceptualizing the brand’s natural and fresh ideology.
While the amount of spicy crumbs in this image is quite impressive, the words seem to really take the stage. Putting many elements into a shot, without it looking overwhelming, can be tricky. However, this image includes the product, a model, an ingredient, letting, and fun shapes, all without being too crowded. Sprinkling some cheese dust or flour over letter stencils like these could be a creative idea to test out on any food or kitchen products you have coming your way.
While it might get messy, any product styling like this will really capture the attention of someone scrolling through their socials. The bold flame calls attention to the image and then leads any eyes to the fun lettering and chips across the image. The styling may even assist with creating a recognizable brand image; a large shape-or giant flame in this case- is hard to miss. Overall, this spicy set could be a great way to capture the eyes of any interested consumer.
Similar to the Mac Cosmetic shoot above, this shoot finds a new orientation to display products with an experimental creative direction. Eggs and shiny shoes might not be the most obvious pairing. However, combining these two products together is certain to get some double-takes.
Finding unique ways to indirectly demonstrate a certain feature of a product can be super effective when you want engagement. In this case, we see the shoes impossibly balancing on eggshells, to portray the lightweight nature of the shoe. Bringing metaphors to life is not only effective but also a great way to show off your creative capacity to a client.
Sometimes, building the perfect aesthetic can be just what you need to get someone to stop scrolling. Trendy, bold cutouts, bright and colorful content is popping up all over the internet. Instagram layouts and brand colors are very influential when it comes to social advertisement. Geometric shapes were not surpassed with this shoot either; we see multiple lines and designs that make the shot that much more interesting.
The image above is a part of a colorful collection of photos, all depicting a wide range of jelly products from bags to flip flops. Capturing the brand’s youthful essence, the creative direction allows the audience to reminisce on a beach day they may have had as a child. The bright, minimalistic approach also helps to demonstrate the fun, yet affordable, branding of Sun Jellies.
Whether you’re a photographer, creative director, or online brand, these photos are sure to get those wheels turning. It can be difficult to come up with new ways to capture the same product or fulfill unique creative requests. However, whether it’s mirrors, upside-down products, spicy flames, or shoes balancing on eggs-no one has tried it all. Hopefully, this collection of creative product photography can spark an idea or two that can truly help a brand get some recognition.
Everyone knows the dread of shopping online for hours, looking for the perfect purchase, only to end up having to base your buying decision off of a few, low-quality Amazon images. Product photography matters more now than ever before. The rise of online shopping and Amazon-exclusive companies has increased the impact that photography and marketing have on a brand and its lifetime. The sales and profits made by e-commerce and Amazon brands are greatly impacted by their photography. After covering how Amazon brand survival is linked to quality photography, we decided to break down the connection between Amazon brand’s photography and their sales.
88% of shoppers characterize detailed product content as being extremely important to their purchasing decision
The easy way out may be to DIY the images, go the photoshop route, or use the cheapest photographer in the area. However, if you’re looking to boost your sales, these are not the best ways to attract customers. Using personal experience, we can often relate to skipping over the low-quality product photos and clicking on the clean and crisp-looking images instead. Using a photography studio can boost any brand’s engagement, just by providing visuals that look professional and trustworthy.
When you have a consistent look and feel to your images, viewers begin to recognize your brand in their feeds
One of the main reasons that quality commercial photography can increase sales is by automatically crafting a cohesive and consistent Amazon page. Brand recognition on this platform can be more difficult than it would be for a retail or e-comm brand, as you end up having to compete with the surrounding Amazon website design. Therefore, taking the steps to follow all branding guidelines, while ensuring that the photography realistically represents your products, can be a hefty project to take on or to trust an unspecialized photographer to pull off. However, handing off the work to an experienced product photography studio can be a game-changer.
A studio will be able to ensure that the images look professional, with the correct lighting, angles, and editing. However, they can also be a great help when needing to figure out a brand’s overall goals for gaining interest from their target audience, where to focus their photography efforts, and to figure out what visuals are missing from a product page. (If in need of any shot list inspiration, we made sure to break down on-white photography and you must have images, here.) When it comes to brand recognition, other options of photography will rarely get the job done. Handing off the project to a product photography studio will ensure that both the technical and creative aspects of your brand and products are highlighted and recognizable to any new or returning customers.
Consumers now want 5-8 images, 2-5 videos. Just three short years ago, the average consumer was looking for three images per product when shopping online. Now, that number has doubled.
The world of media has only increased the need for increased stimulation and visualization when purchasing online. Only a few years ago, the average consumer need half of the images they currently expect from a product page, and this number continues to rise for all age groups.
We have previously discussed how product photography can close the gap between subconscious in-person buying decisions and the lack of senses used for online shopping. Quality photography will allow a customer to get a much better grasp on how large the product actually is, how it could smell, or what the color will look like in person. When shopping, customers want to uncover as much as they can about a product before they make that final decision to click “check out now.” Using a product photography studio can take the mystery out of potential customers’ shopping experience, inevitably leading to more frequent sales.
Consumer questions can reveal what’s missing on the product page itself, and we’ve seen successful brands leverage that feedback to make updates to rich media, in-image text, and other product page content.
As mentioned above, minimizing the mystery of a product is crucial to consumer buying decisions. Much of the confusion that an audience has about a product is often reflected in the most frequently asked questions. A clever tactic used by many e-comm brands is to provide answers to these questions by including more visuals on the Amazon product pages.
Quality product photography is the first step in minimizing customer concussion. However, adding in-image text, detailed imagery to a shot list, or photos of individual product parts can preemptively answer some of the more common consumer questions. Working with a product photography studio can allow for collaboration on what needs to be covered on a shot list and what elements of a product should be highlighted within the images.
30% of all products ordered online are returned as compared to 8.89% in brick-and-mortar stores.
Unlike in-person retail, it is much more difficult for online shoppers to grasp all elements of a product. As previously mentioned, most senses are removed from any online shopping experience. Therefore, by removing any confusion, misinformation, or hidden elements of a product through well-shot, professional photography, customer satisfaction is set to improve.
Similar to how answering FAQs can decrease the numbers of returns and exchanges, accurate images on PDPs and websites can help save companies’ resources across the board. On eCommerce sites, such as Amazon, comment sections are often filled with angry customers expressing that parts of a product were “in the photo but aren’t actually included” or that “the color is completely different than the picture.” These common complaints agave a large impact on seller ratings and brand trust, but can be avoided with photography that is accurate.
Now that it is clear why authentic images are so important for Amazon sellers, it brings up the question of “why do I need to invest in professional photography just to get successful photos?”
Without knowing the industry or having photography experience, it can be difficult to understand what goes into creating a single shot. To shoot a product in its most realistic form, multiple shots usually have to be taken to capture every highlight, bubble, or shadow needed to create a successful photograph. After the entire photography experience, retouching often includes piecing together these images, while also color-correcting the product to depict SKUs correctly and fixing any inaccuracies that may still be seen.
While that is an extremely watered-down version of the entire approach, it gives insight into the complicated process behind successful photos. Technology is more complicated every day and customers are more aware of their buying decisions. iPhone photos and outdated DSLRs don’t cut it anymore. Consumers will see right through any detours taken when it comes to digital media and online resources. Investing in quality retail photography is the right investment for any eCommerce brand- trust us, the numbers will prove it.