Creating Effective Visuals for Your e-Commerce Brand
Incorporating stunning designs enhances the effectiveness of e-commerce campaigns.
When selling products through your e-commerce site, your visual brand is everything.
Since customers can’t experience your store and products, you’ll want to replicate the in-person shopping experience through a screen. It’s time to get creative.
With great visuals, your products appear more attractive, will drive more revenue, and will create a better user experience overall.
Below are five ways you can create effective visuals for your store and build a brand people love.
Only use high-quality product images
Your e-commerce product photos should make your customers want to click the “add to cart” button.
High-quality product photos can do a lot for your business. They help sell your product, reinforce your brand, and prove you’re trustworthy.
Think about how Apple uses crisp and clear photos to showcase its latest releases. The product photos inspire confidence in the brand and help justify their products' high prices.
Luckily, you don’t have to hire a professional photographer to create great product photos either; most smartphones have incredible cameras that can elevate the quality of your photos.
Make sure you use good lighting and show your product from multiple angles. You can also consider using 3D images your visitors can rotate to explore your product further.
Finally, you’ll also want to think about image size. Using larger product photos let your customers zoom in for even more detail.
Create video content in multiple formats
Video content is everywhere. Whether it’s TikTok videos, YouTube shorts, or Instagram stories, your visitors are used to consuming video content.
Your product videos don’t have to be Hollywood quality, but they should excite your customers to use your product. Zappos does a great job with simple, informative videos that break down every shoe they sell.
Plus, videos keep people on your website longer, which helps to build a deeper bond with your brand.
Incorporating visual content into your website is easy too. Many of the main website builders have recently incorporated more video features too.
For example, Squarespace allows you to add videos to pages and backgrounds easily, and GoDaddy has a custom video creator.
They can also be used across social media to get traffic back to your online store.
Use context to make images relevant and engaging
When you’re taking your product photos, it can be helpful to add context. BigCommerce found that 78% of online shoppers want products brought to life with images.
For example, if you’re selling bamboo yoga mats, you’ll want relevant product photos that show your mat being used.
By showing your product in action, you can also establish your brand. If you’re an outdoor-oriented brand, then your product photos can have subtle cues showing their use in nature.
Plain product photos will go a long way, but showing how your product is used turns on your customer’s imagination to get them thinking about “how” they’ll be using your product.
Make your product features engaging with infographics
If you’re selling products with complex features, then you’ll want to use a visually appealing format to display this information. The easiest way to deliver this to your users in a digestible format is by using infographics.
With infographics, you’re able to highlight important features of your product that would otherwise be buried in a wall of text.
Infographics take mundane product details and features and make them engaging and shareable.
Take advantage of user-generated content in your marketing campaigns
User-generated visual content can help to humanize your brand. There’s a reason that 50% of millennials trust influencer product recommendations.
User-generated content shows your product in the wild and can act as social proof for your brand.
There are many different forms of user-generated content, from tagged photos on social media to unboxing videos on YouTube.
You can even highlight these on your website, similar to how Amazon lets users leave video reviews on product pages.
Author: Kevin Wood is a freelance technology writer who makes complex topics engaging and interesting. He’s written for some of the biggest tech, online business, and marketing blogs across the web.
