Note: Upon her indictment on federal money laundering charges and her arrest February 8, 2022, Inc. dismissed Heather Morgan as a contributing columnist. As is our practice, we do not unpublish editorial content, and rather have added this note for full transparency.
Do you know what your marketing images secretly say about your product?
Every image makes a statement about your brand and even the most subtle element can change someone's perception. You've heard the saying, "A picture is worth a thousand words," but how much time do you spend curating images for a 1000 word blog post?
Artists' and designers' visual content on platforms like Instagram and Wescover show great examples of carefully selecting the right angle, lighting, and composition. Smart entrepreneurs understand the importance of doing sales and marketing right, but many tech companies are not spending enough time curating their images.
Here are a few tips I learned from Wescover artists and designers that you can use to improve your images, whether you're selling trying to sell a sexy IoT device on Amazon or designer chair direct to consumers.
1. Make your products come to life with context
Consider leading with an image that gives prospective customers an idea of how they'd use your product in their own life. This is especially useful for hero images on important landing pages. Most companies start with a photo of the item by itself, or a "studio shot." These photos, like you'd see in a office supply catalog, are boring and uninspiring.
A stylish background like Autodesk's chic office can enhance your image and create a cool ambiance that makes the product come to life. Just make sure that your image doesn't overpower or clutter what you're actually trying to sell.
2. Showcase key features with close-ups
If you want to highlight a key selling point of your product, consider zooming in and doing a close-up. If you're promoting the new Apple Watch Series 3 you might zoom to emphasize the scroll wheel, or if you're selling designer watches maybe you want to focus on that handcrafted leather band.
The following image plays up the unique design of the chair's "peekaboo" back and side, while also giving some context by having a person sitting inside it.
3. Keep your studio shots clean
Clean, clear studio shots show your product by itself, top-to-bottom, on a solid background. These images can be used over and over again on your website, press, and marketing campaigns. Invest time in selecting the right photos of your product but do not over-enhance them. Avoid common mistakes like overexposed fabrics and over-enhanced finishes. Misconceptions of the color or materials will lead to bad reviews.
This studio shot shows the full view of the "Windowseat" chair and sets clear expectations for a potential buyer.