Sometimes it’s hard to justify the cost of e-commerce photography, especially when the product will be photographed on a model. Instead of just paying for the photography, the client will need a whole team to produce photography that will sell products. That means (in some cases): photographer, model, hair & makeup (not always one person for both), stylist, assistants, location, catering (if the shoot is going to be a full day), etc., etc., etc. It’s hard to imagine getting all that on the budget that most startups have.
So, how can you make the photo shoot worth it? Considering that a startup has a smaller budget, the goal would be to shoot less product perfectly, rather than shooting all of your product in a mediocre fashion. Think quality, not quantity. It certainly isn’t worth wasting the budget on sub-par shots. In the world of e-commerce photography, if you can’t do it right, don’t do it.
Recently, I came across a photograph of a swimsuit I liked. The still life shot looked really good and it was selling to me.
So I decided to follow the link to the website where I could buy it. Once there, I saw more shots of the swimsuit, including some that were on model and I really, really liked the swimsuit!
But, unfortunately, it was sold out. Lucky for me the company had put the designer’s name on the swimsuit so I did a quick search to see if I could buy the swimsuit directly from the designer’s website. And that, my readers, is when I did a double-take. I could not believe it was the same swimsuit. The designer had different colors but I had NO desire to buy this product in any color. It looked terrible in the still life; all the various colored swimsuits were shot differently. On model it was unflattering as well.
As you can imagine based on these photos, I’m not sold for a lot of reasons. Let’s look at this on model first. The suit isn’t showing me the side details at all, her pose is awkward and not relaxed which makes me wonder if that is because the swimsuit isn’t comfortable. This isn’t clear to me that the swimsuit is reversible here. I can’t figure out why I’m not seeing the back of the light blue swimsuit (it takes me a while to figure out that the dark blue is the outside of the light blue swimsuit and that is what I’m seeing).
The still life images vary quite a bit. One shot makes the bottom look uncomfortably small. The straps are all different on the tops and it just looks messy. The description on the image tells us the color of one side and the bungee but not the reversible side which makes me wonder if they are all reversible , especially for those whose color is closer to skin color. Or, in the case of the palm print suit, I have no idea if it is even reversible.
I can only imagene the return on investment (ROI) for the first images was astronomically higher than the ROI of the second set of images. I’m sure the budget for the first set of images was also much higher. So to be fair, this is a “you-get-what-you-can-pay-for” situation.
Now, here’s what I would have done. If the client didn’t have the budget for great shots in all colors, I would have recommended that we shoot one swimsuit perfectly, then shoot color swatches of the details for each alternative colored swimsuit. If the budget allowed for it, I would say shoot that swimsuit on a model because the ROI will be bigger. If the budget didn’t allow for it then shoot one perfect still life and, if possible, one group shot with each swimsuit stacked showing the detail of each swimsuit displaying the bungee, the color inside and the color outside.
This would save time (and hence, money) by not having to style the whole swimsuit.
So there you have it. My two cents, from an e-commerce photographer’s perspective on what to do to optimize your e-commerce photography ROI.