Using images for product presentation in e-commerce
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Håkon Skramstad discusses the importance of images in online product presentations. He notes that customers' first impressions are strongly influenced by visuals, affecting their attitudes and purchase intentions. While touch and physical interaction are advantages of offline shopping, online retailers can enhance products through high-quality images, zoom functions, contextual backgrounds, and virtual simulations. Consistency between online and offline branding is also important to establish trust with customers.
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Using images for product presentation in e-commerce
- 1. Håkon Skramstad <INTERACTION DESIGNER> IMAGES ENHANCE THE PRODUCT PRESENTATION
- 2. A few background slides
- 3. To what extent do customers prefer online / offline shopping? According to Forrester, 2007 online retail sales in the US reached $175 billion, a 21% increase over 2006. As obstacles to online retail sales growth, Forrester pointed to some advantages of brick-and-mortar shopping, like its social aspect, and the ability to see, touch and try items. Source: http://www.forrester.com/Research/Document/Excerpt/0,7211,41592,00.htmlSource: Internettsominnovativsalgskanal, Peder Inge Furseth, BI 2006 Scale What is best? What is best? Se, touch, use Personal service Likes to shop Easy to exchange items Quick delivery Best price Widest range Quick shopping
- 4. The internet’s influence far exceeds selling items online Source: Internettsominnovativsalgskanal, Peder Inge Furseth, BI 2006 Online sales Offline sales Net influenced sales
- 5. Customers' first impressions are usually derived from the visual appeal of the products; therefore, the quality of still or animated images will significantly affect customers' attitudes toward products and thus their intentions to buy Kilde: Multimedia-based interactive advising technology for online consumer decision support – Communications of the ACM
- 7. A fewquestions to consider Howdetailed must theproduct be displayed? In whatcontextshouldtheproductappear? Howreal must theproductexperience be simulated? Whichdegreeofconsistencyis required? To whatextentshouldtheuser be allowed to exploretheproduct?
- 8. Howdetailed must theproduct be displayed?
- 9. It’s mostly about the product
- 10. Steer attention towards attributes
- 11. details
- 12. Intuitive and effective zoom function
- 15. inspiration
- 16. The context of use
- 17. Show products in a natural environment
- 18. Composition – show everything with images
- 22. It’s not just about the product
- 24. Product images should tell a story
- 25. scale
- 26. Howreal must theproductexperience be simulated?
- 27. The Fitting room metaphor
- 29. The smell of the rubber sole
- 37. Prada online vs. Prada offline
- 38. Enough talk – show me
- 43. To whatextentshouldtheuser be allowed to exploretheproduct?
- 49. Cover flow
- 50. Detail level 1
- 51. Detail level 2
- 52. Detail level 3
- 53. <<REVISITED: Questions to consider Howdetailed must theproduct be displayed? In whatcontextshouldtheproductappear? Howreal must theproductexperience be simulated? Whichdegreeofconsistencyis required? To whatextentshouldtheuser be allowed to exploretheproduct?
- 54. Summary Focusing on images in a sales oriented solution is a necessity The product image depends on the type of product It’s about emphasizing the advantages and down-playing the disadvantages of sales and product presentation in the internet channel. At the end of the day it’s about standing out and competing on other things than just price alone,
Editor's Notes
- Product imagesmaywell be the most effectivemeansofincreasing sales ontheinternetIn fact; it is my claimthat images are a necessity for sellinganythingontheinternet in today’se-commerceenvironment.According to one survey, 83 percentofeBaycustomers skip productswithoutiamgesaltogether.Product images areoftentimes given a lowerprioritywhencompared to longtextualdescriptionsthatveryfewcustomersactuallyread.
- E-commerce is covering an ever-increasing number of industries.. And has grown about 25 percent for many years now.According to Forrester: customers miss product interaction in the internet channel: seeing, touching, trying on..There are advantages and disadvantages to offline as well as online shopping.It’s about taking advantage of the internet channel’s advantages whilst simultaneously reducing the disadvantages.It all comes down to creating a good sales-triggering shopping experience, this can be obtained e.g. through use of good product images.
- An increasing number of consumers are doing research on the internet prior to shopping online (brick and mortar)
- Example from Nike.comHumans are visual beings.The first impression is dependent on the product’s visual appealImage quality influences customers’ attitudes towards the productAnd therefore their intentions to buy
- In a sales solution, the product image is the core elementLarge product images of high quality puts focus on the products instead of everything else.
- Example from Suit SupplyThe product must take center stage;Customers should not have to look for the product in the image.Product details are explained.
- Example from HelioFocus on the product’s comparative advantageOffer alternative images of product details for product types with many technical details
- Example from AUDIBlack and white detailFrom totality to extract.
- Example from The GAPIntuitive and effective zoom function
- Example from the electronics giant Circuit CityMust be able to see both sides of the product.
- Example from Salomon.comFilling the whole screen with large background images is more common now that most people have broadbandInspirating images. Create a desire for buying the products that are sold on the site.
- Main product, accessories, human model and dimensions.. The context of use.
- Example from IKEAConventionalizedDifferent angles
- Example from Gucci.comProducts that fit together are displayed together so that customers may consider the options.
- Example from Suit supplyStage the product in an appropriate abstract environment.
- Example from Hotel ChocolatEmotional vs. technical images dependent on the type of productYou don’t sell luxury chocolate based on the contents of fat or images of single items.
- The product images should not merely show the product; they must also tell a story..The product images enhances the brand though associations.The fashion industry is good at this.
- Example from finn.no (Norwegian consumer portal)Scale is importantThe main point here: it is small.
- Example from Adidas - YamamotoThe fitting room metaphor: the product may be viewed from different angles (rotation is updated in mirrors)
- Example from Land’s EndCustomers may choose a mannequin that is similar to their body type... And try on products and combination virtually.
- Example from SalomonRecreate the feeling of holding the shoe in your handAlmost like smelling the rubber sole..Rotation.
- Recognition across different channels..Same type of product images online as in the store, in catalogues, on tv, in DMs etc.
- Example from AppleApple are good at using images in a consistent way in order to build and enhance their brandSimple effects are used, such as: mirroring, large delicate images, consistent backgrounds and untraditional sections.
- Example from Abercrombie & FitchEverything is seen from the same perspective.Enables visual comparison.
- Example from the Swedish sports retailer StadiumSame angle is used for all shoesConsistent use of lighting and shadow effects
- In product lists it is best to standardize dimensions for all images.When showing the product independently one should also consider the type of product
- Example from AppleVisualization of how the interface (GUI) changes depending on different screen resolutions and product variants.Simple: Three images; that is all.
- Example from AmazonNot all product are three dimensional.Even books need to be displayed with product images.. Of the cover
- .. Or pages..This is an attempt to recreate the experience of standing in the book store and flipping though the book
- Example from iTunes Cover FlowMany people missed the album cover when switching from cds to mp3Important to have something visual to relate to.
- Example from SAABA car is a complex productIt might be a good idea to divide imagery into several levels of detail.
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