High Performance Visuals
The science and statistics behind strategic image making.
High quality imagery is without question the single most important factor in the success of any marketing efforts. Yet the science and statistics behind successful image making remains largely overlooked. In the following article, we’ll show you how Harp uses statistics and data to engineer high performance visuals.
Images with more negative (white space) get 29% more likes than those that are too busy or cluttered. Keep it simple. Limit the amount of visual elements in your image to as few as possible. Make sure the product is the focus of the image.
Images with more negative (white space) get 29% more likes than those that are too busy or cluttered.
In studio shots, the product should take up no less than 75% of the frame and no more than 90%. In other words, don’t zoom in or out too far. Stick to this ratio and your product shots will achieve better results.
Current research suggests that 10-12 images per product is the ideal number for optimum sales results. These should contain a mix of studio and lifestyle shots. Prospective buyers like to see as many angles as possible. This builds trust in the product and your brand. Be creative. Think of interesting ways to stand out.
Current research suggests that 10-12 images per product is the ideal number for optimum sales results.
53% of shoppers will leave a mobile site if it takes more than 3 seconds to load. Load times also affect your search rankings. Make sure every single image on your site is optimised so that the file size is as small as possible (without negatively effecting image quality). We provide our clients with highly optimised versions of every visual we create.
60% of shoppers prefer images to display a full 360 degree view of the product. Showing people exactly what they are buying is important to build trust in your product and brand and will greatly reduce return rates. Include close-ups of important features, side views, front and rear.
60% of shoppers prefer images to display a full 360 degree view of the product.
Images with a single dominant hue receive approx 17% more likes than images with multiple dominant colours. The use of colour is a vital compositional tool but its important to use colour carefully. Try and create images with 1 dominant hue and any other colours in the scene should be complimentary. The viewers eyes are immediately drawn to ‘pops’ of colour which can be used to direct the eye to certain zones or objects within the image.
Images with low saturation get 18% more likes than those with more vibrant colours. Bright, vibrant colours often feel overly processed and somewhat tacky. Colour should be kept within a certain range and saturation levels generally kept low.
Images with low saturation get 18% more likes than those with more vibrant colours.
Images with high levels of texture variation receive 79% more likes than those without. When styling a scene its important to select accessories that are on trend and provide a variety of different textures. From soft and fluffy to hard and shiny. This makes for a more interesting image and provides a strong emotional and sensory response within the viewer. They can almost feel the different textures as their eyes explore the scene.
There are 3 basic background choices for studio shots:
- White background – this is the ‘classic look’.
- Black background – hints at luxury, elegance and sophistication.
- Coloured backgrounds suggest modern and fun.
Choose the appropriate background for your type of product and what you will be using it for. For example, you should use white background shots for online shopping pages but don’t use them on instragram or social media often as they scream ‘sales’ and perform poorly on those platforms. For more info on when to use certain image types check out our 3d product rendering page.
The brain processes images 60,000 times faster than it does text.
If you want successful images, the basic rules of good image composition must be followed. We use things like symmetry, balance, colour, rule of thirds, golden ratio, depth of field, simplicity and negative space to build a successful image that guides the viewers eye to where we want it. Well composed, eye pleasing images will hugely outperform poorly composed images. This is particularly important in product lifestyle shots where its vital to use composition to tell a story and draw the viewers in.
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