6 Steps on How to Create Brand Building Product Images.

A process for how to create memorable images, from discovery to editing.

Products, they are the heart of your business (let’s make your brand the soul, I'll explain later).

When people land on your website they first engage with visual elements, true fact. But you already know that, having made sure that your CTA buttons are clearly highlighted (Probably in a hideous color, no shame in that, it works)

Furthermore your customers build their first impression within 13 milliseconds! Wow, that’s fast. (Check this MIT study, if you don't trust me)

That’s why visuals help define the perceived value of your product (heart) and brand (soul) as a whole. Your customers can’t feel and experience your product online, so the only thing you can do is appeal to their visual senses.

So, it's fair to say that the quality of your visuals are quite important and the reason first impressions can make or break your e-commerce.

So, how do you create images with a feeling?

Let me take you through our process with our client Pearlwax. In this article we will be looking at two types of images: Product images and brand images. Your heart and soul.

Step 1 - Where to Start?

At ABEL, we always start looking at your soul, the evergreen images that lay the foundation and set the direction for the rest of images. You should do the same.

Look at your core messaging. For Pearlwax we defined it as Power & Raw Energy.

(For the sake of making this article a lightweight read and keeping focus, we are not deep diving into how you find or define your core messaging. For a bit more info read “How to grow your e-commerce” or check how we Discover.

Step 2 - Mood Board

With your core message in mind create a mood board with ideas and a look’n’feel. Be open and “steal” like an artist (never copy).

You can see the mood board we created for Pearlwax right here: https://bit.ly/2GMJ6QR

Our keywords were: Natural light, nordic, earth toned colors, power, chill vibe, raw, drawn illustrations.

Then look at your USP’s. The one we chose to highlight for Pearlwax was: Simple.

Let this word guide you, when you choose what images and elements in the mood board, you will use create your own images.

Step 3 - Color Palette

Dust of your design manual and take a look at your main colors and use them as guidance. For Pearlwax we started creating a visual identity with an interactive design manual.

Step 4 - Brand Images

We have the following at the top of our mind: Message: Power and Raw Energy. Insight: Women have a higher pain threshold than men.

Now, let's go through the rest of our process.

Concept, where we link brand and product: A woman with a chill vibe using Pearlwax' products.

Setting: Few elements in the image to highlight the fact that Pearlwax is simple to use.

Colors: All colors are earth toned to make it feel more natural. This also makes the wax “pop” more in the images.

We picked a model and props that would support this element.

Step 5 - Product Images

In order to create a coherent identity (and not random fragments), follow the direction from the brand images so the product fits in the same universe.

So, you succeeded with all you hard marketing work and your customer is at your product page - ready to buy. This is the time for your products to shine.

Look at your product, what's important for the customer to know?

For Pearlwax, it is important to show that their wax can be used all over the body. To support this, we added illustrations of body parts to the images.

To enhance the natural feeling, we visualized the body hair as flowers to indicate hair is a natural part of us. 

Light & Setting

We shot the classic product image in a simple studio setting. This works great for consistency, showing multiple products besides each other. Look at the Aesop work, it's very pleasing.

If you want to show your product “in-action”, you can find inspiration looking at fashion brands. My favorite is https://www.foretstudio.dk

Step 6 - Time to Shoot

Find your iphone… STOP!!! Go back and read the first part of this article. This is your heart and soul you’re working on. Find an agency or a photographer with the right experience and style for you brand and products.

Here are 3 practical (but easy to forget) things to keep in mind, when working with an external partner:

• Some products require extensive photoshop work, make sure the photographer has the skills.
• Make sure your products are in the right color. There can be a huge difference between print and online. Be sure your images are being retouched on a color corrected screen.
• Do you have more products in the pipeline? Ask if the photographer can create a matching look next time you shoot.

Give me a call on +45 53256769 or hit me with an e-mail at [email protected] and we can find out if we are the right agency for you.