Wednesday, February 21, 2018
by Kayleigh McFarlane

What do you see? The impact of imagery on a brand

What is the first thing you look at when you go shopping online? If you’re anything like us, then it will most likely be the images on the web page; whether you are looking at a car, clothes, household products or even food, the first thing you will probably take note of is the look of the product.

Let’s be honest, how many times have you been shopping online and clicked off a product page due to either the lack of images or their inability to show you what you expected to see? This is common – many people don’t give products a second look if they can’t see what it is they will be purchasing.

The average person will only read around 20% of the information on a web page; however, they are likely to view every image, meaning that all of the images you have on your website are going to be essential to helping you secure that all-important sale.

Other statistics also show just how essential product imagery is on a website, as 63% of consumers say that they find the pictures more informative than the product description itself. Shocking, right? But when you really think about it, is this you too? You may read the product description but is it ultimately the images that help you make that important decision?

For many of us, images last longer than words. This is why so much emphasis is placed on them, as they are going to be what the consumer remembers, rather than the words stating how fantastic the product is. In some cases, people will also view imagery as more influential than the product reviews! So not only do we feel images are more important than words, but also more significant than other customers’ opinions too!

If we take a look at the other end of the scale, poor-quality images showcased on a brand’s website can actually be a sign of poor customer service. Not being able to clearly see what we intend to buy elevates our trust in that brand as we don’t know exactly what it is we are purchasing. No one wants that all-important item turning up in the post, only to open it and find it was not what you expected.

This also goes for pages that don’t contain enough text. If a page consists of a giant wall of writing then consumers are likely to click away and find an alternative that’s more reader-friendly. People want to find the information they need without having to sift through tonnes of writing to find it!

As consumers, we trust what we see! If a product is clearly displayed that shows what we need to know without having to read too much information, then we are far more likely to purchase. Simple.

At Denfield, we know what it takes to get your images to be a cut above the rest. If you are interested in finding out more about how we can help you showcase your products in all their glory, get in touch.