In the world of digital marketing, presentation plays a significant part. Since people won't be there physically examine the product, you need to communicate as much as possible.


Product photography has become an essential part of businesses under the new normal. First, it shows what an item looks like once delivered. More importantly, it has the power to capture attention at a glance, which affects your business prospects.


Below are three reasons why product photography is essential for raising brand awareness:

Scarf from Ten Thousand Dandelions

1. Setting the Right Expectations 


The most straightforward purpose behind product photography is to show people what you're offering. Delivering the right pictures on your e-commerce website or social media accounts reduces customers' risks of returning their orders because of dissatisfaction. In fact, 22% of product returns from online shopping are because the actual product looks different from what they saw online.


From the business owner's side, this usually translates to lost time and money on top of the potential sales. You can avoid this by adopting good product photography ideas for your business, which include the following:


  • Choose the right background. Different styles and materials are available depending on the product and the branding you're aiming for. However, the most important is that the set complements the product and helps highlight its features.
  • Use proper lighting. Lighting is one element that separates crude-looking product snapshots from professional ones. There are ways to use lighting to highlight the item's shape and outline. You can also use lighting to create an effect that helps tell a story through images.
  • Add background elements. Depending on the product, adding background elements might be necessary. Aside from completing a diorama that meets the theme, it also puts your product into perspective. This consideration is crucial for scale figures, small bottled items, and even food products.


By putting your product in the proper context through images, you give your potential customers as much information as possible. After capturing their attention, you set the right expectations. By doing so, you establish your brand as reliable and trustworthy.

Jewelry by Erin Pelicano

2. Solidifies Your Brand Image


It is easier for people to remember your brand if they associate it with an idea. Whether it be a specific color combination, an icon, or a tagline, your brand image becomes the hallmark of your identity in the increasingly competitive market.


Product photography helps build your unique brand image by focusing on the most critical part of your identity: the product. Taking great shots that help potential customers assess and understand the product can influence their purchasing decisions down the line. 


Aside from visually pleasing photos of what you offer, consistency is also important. From the shoot's theme to the color grading options you choose post-editing, all these elements help solidify a story or a concept you want people to associate with you. 


If you're looking to target people with active lifestyles, your product will look best in vigorous shoots such as people in motion. Muted colors and silent-looking backgrounds usually do the trick for brands aiming for a classier look. These visual considerations evoke certain emotions and ideas. When done consistently, your product photos start reinforcing the same idea, generating brand awareness.

Jewelry by Black Sand Design

3. Connect With Your Target Market


A photograph is a visual record of a moment, and you can use it to your advantage. Some businesses only take photos of their products against plain backgrounds, and it's also acceptable. However, if you're looking to tell a story and connect with your target market on a personal level, it's time to step up your product photography.


With consistent styling for your product snapshots on your website or social media, you can associate your product with a particular emotion. There are different elements you can tweak to achieve your goal. For example, products marketed to younger consumers are usually branded as active, colorful products that can keep up with their lifestyle. On the other hand, luxury products for men and women are typically shot to convey class and sophistication.


The term "emotional marketing" refers to a set of campaigns and strategies that convey a specific message to connect on an emotional level. It is usually a holistic approach covering all company collaterals such as emails, digital business cards, social media posts, and PR releases. The same goes for product photographs you regularly release. 


By shooting your product in a certain way, you can invoke feelings of happiness, sadness, excitement, or curiosity. Brands usually use this to inspire action and influence decisions in the wake of the latest trends or current events, and others use it as a part of long-term strategies.

Candle by Lene Nicole Candle Company

Final Word

Before uploading those product photos you just took, take a step back and reconsider.


By understanding product photography's power, you can make more informed decisions on the content you release. You can craft images that distinctly present who you are. Connect with your target market, establish brand awareness, and ultimately pave the way for your business' growth.


And if you need help getting the product images your brand needs, I am always happy to help small businesses thrive.


*Product photography packages start at $350.

**Brand photography packages start at *1200


Cover photo: Color Garden Jewelry

Candle from Dayja Vu Candles