OUT OF SIGHT IS OUT OF MIND ... AND OUT OF POCKET: Why visual communication is vital

By Erika Kruger

Out of sight is out of mind!

So often, familiar expressions such as these convey important life and business lessons. 

Being out of customers’ minds can leave business owners seriously out of pocket.

Any business that is not harnessing the power of visual communication will soon discover that their services or products are not uppermost in the buyers’ minds. If our business or our brand is not in direct view of our target market, it is easily forgotten. People tend to stop thinking about things that they don’t often see.

Worse than being forgotten, is being lost in obscurity. If consumers have never seen you around, out of sight, out of mind actually means that you just do not exist and they have no idea that your business can be of service to them.

Now that badly affects the bottom line. 

It leaves you out of pocket.

Yes another stock phrase but one that boasts two different meanings these days.

The conventional use comes from an accounting term to pay from ones personal funds, something us business owners are going to end up doing if we don’t push ourselves to see and be seen quickly and effectively.  

The other, more recent meaning of being out of pocket often used in Silicon Valley and implying that someone is unavailable, that we are no longer in other people’s pocket. 

It also suggests that no-one can get hold of us in any way possible – not via email, not via telephone and not via cell phone. We have isolated ourselves.

But that may not be the only way we are playing hard to get.

 Feeling invisible? 

Our customers might find it hard to get what our business is all about.  Our brand message could be getting lost in:

•      too much text,
•      bad design and
•      poor quality, bland and badly chosen images.

Read also: IMAGES CAN MAKE OR BREAK A WEB PAGE: Using images to put the brake on a speedy click through

 Do you feel your business is being overlooked? Is your business playing hard to get?

Are your branding, marketing, advertising and PR campaigns failing to harness the power of high quality and appropriate images to keep you in direct vision of your customers?  

5 things you could do:

If you answered yes to those questions, this will help you improve your business' visibility: 

• Learn a new language. Become visually literate.

• Explore research done on visual communication, images as web content and eye tracking. Read also: Photos as Web Content - Jakob Nielsen

• Invest in the best visual communication team you can afford – designers, web designers, photographers etc. 

• Develop an image strategy as part of brand building and involve a professional photographer from the start. Read also: Photography in UX Design - Tim Bilsborough

• Involve a professional commercial photographer from the start.

Remain in your customers’ sight and minds so that you can find a place in their hearts.

PERFUME POWER TO THE PEOPLE - Land n Sand Digital Magazine Nov/Dec 2013 issue

By Erika Kruger

Perfume Power to the People - Fragrant Finery for the Festive Season

 

While perfume can be described as liquid art, perfume bottles can surely be considered objects d' art in itself.

And the ones available from Perfume Power SA are no different. 

Towards the end of last year Martin and I collaborated with Somerset West perfumista, Diana Rankin to contribute an article to the Nov/Des issue of the digital magazine Land n Sand.

The article told the story of this very successful e-commerce and perfume events company but Diana also shared some tips on how to select and apply perfume to complete that special outfit for end-of-year functions.

I wanted the images to convey the feeling of good cheer and the excitement of the festive season. My brief to Martin was to create the illusion of the perfume bottles actually attending a party.

So rather than shooting straight-forward product shots against a white background, Martin placed the bottles on clear glass and positioned multi-coloured Christmas lights in the background. 

He used a slow shutter speed with the 105 macro lens to prevent the strobe lights from overriding the much weaker fairy lights causing its effect to disappear completely. 

Different coloured gels were used to add variety to the shots.

I was delighted with the result. The images truly complemented the story I wanted to tell. 

And above all, both our clients were happy!

PRESENTING YOUR PRODUCT IN A GOOD LIGHT - Why a good grasp of lighting is vital for product images

In a previous post I remarked that employing a professional photographer to do product photography does not have to break the bank as it does not involve special lighting effects, intricate angles or extensive styling.

Still, a good grasp of lighting will always remain fundamental to all types of photography including product photography. Even static, straight forward lighting requires the right equipment, and a thorough understanding of how light works. 

As important is positioning of the objects and the choice of background. But more about that next time.

Photographers manipulate light to achieve the effects they and their clients require. By adjusting the angle of the lights and their intensity as well as altering the object’s position, the photographer can make your product look appealing and desirable.  

When do images NOT present your product in the best possible light?

• It is difficult to get a clear picture of a product in a dimly lit image. It may be blurred and important detail may be obscured. Dark and fuzzy pictures may even signal to a customer to beware, that you have something to hide. 

It is difficult to see finer detail and the actual colour of the watch face, important information for a potential customer who relies solely on the visual features of a product to make a decision.

• On the other hand, over-exposed images result in hot spots with features and details that look washed-out.  Lighting that is too bright also throws harsh, solid shadows that detract the viewers’ eyes from the product itself.

In this image, information is lost in the overexposed areas.

• Over-exposed images are often the result of using an on-camera flash. Moreover, as the light source is concentrated in one place, there will inevitably be aspects of the product that will not be highlighted and become ‘lost’ in the photograph. 

A large amount of information is lost in this image as an on-camera flash cannot
light an entire object evenly. Notice how the face is lit but the watch strap is dark
and fuzzy. The customer is not able to see the entire product clearly.

What is different about a photograph by a professional photographer?

Adding more than one light source e.g. from the side and / or the back, is what gives professional photographers’ images the edge. It prevents some areas from being dark and obscured but also gives depth and crispness to an image that an on-camera flash cannot. 

Using more than one light source in a controlled environment results in a clear,
bright and aesthetically pleasing image, providing all the information needed to
convert a viewer into a buyer.

Usually the controlled environment of a studio or a makeshift studio on location, makes it easier to achieve aesthetically pleasing images that give the viewer all the information needed to make a choice.

The studio also gives the photography better control over colour castings and unflattering reflections either from the backdrop and surroundings onto the object or the other way round. 

While at times natural warm light could be a good choice for products, the photographer still has to understand how to control it.

Next time more about backdrops, positioning of products and 

choosing the best angles.

PRODUCT PHOTOGRAPHY: A specialised service but not an expensive service

Ok, so you get the concept - high quality images in, improved sales out.

It makes absolute sense that presenting customers with the best possible views of your company’s products, will influence the bottom line.

But you are still not convinced that you can afford the services of a professional photographer.

Well let us put your mind at ease - product photography is not an expensive service. 

PRODUCT PHOTOGRAPHY IS A SPECIALISED SERVICE ...

Yes, it is a specialised service. Yes, it requires specific knowledge, skills and equipment.

The photographer has to be patient, organised and meticulous. He has to have above average knowledge of lighting, angles, perspective, composition and exposure. He has to have the right camera, lenses, lights and screens.

But none of these requirements makes product photography an expensive service. 

BUT PRODUCT PHOTOGRAPHY NEEDN’T BE EXPENSIVE

Unlike advertising and marketing photography, which require extensive and creative styling of the products as well as models and special backdrops, product photography is more like an assembly line process. Products are photographed in sequence.

Thorough pre-shoot planning by both the client and the photographer and efficient execution during the shoot makes it possible to complete a product shoot in a short time.

Often setting up is the most time consuming part of the process, particularly when working on location and in make-shift studios. 

But once the photographer has set up and he has fine-tuned the lights, the time spent on each photograph is really short and the cost of each shot becomes low compared to more elaborate advertising / marketing shots.

As product photography does not involve special lighting effects or intricate angles there is no stopping and starting for the photographer to change camera positions and lighting.

Yet, although the lighting remains fairly static during a product shoot, it will always be fundamental to all types of photography. Equally important is positioning of the objects. 

In a follow-up post we will consider these aspects in detail.

COMPLEXITY AND COST

Ultimately, the cost and time investment required for a product shoot depends a lot on how complex you want the images to be.

Product photography can be divided into:

1. Standard product shots

These shots are usually done on a solid white background. The photographer could use a gradient from light to dark for visual variation.

Objects photographed on a solid while backdrop, one after the other, using the same lighting configuration.
Client: Nice Stuff, Stellenbosch

2. Complex backgrounds

Product shots taken against any other background except white or plain coloured are more complex to set up and will cost more. Such images have to be conceptualised and takes more time as it often shot outdoors, on sets or in loco.

Also a coloured background could result in unflattering reflections on the product and so will take more time to resolve.

A group of candles photographed on a shiny metal surface. The client wanted to use the reflections to suggest the light emitted by the flames. Setting up this type of shot takes longer than a plain white backdrop. If the flames and the candles are going to reflect in the metal backdrop, so are many other objects in the vicinity. The photographer has to counteract this by building a more complex set. Client: Kapula

3. Group shots

Instead of individual product shots, items can be grouped together. Group shots have specific styling and lighting requirements and do not necessarily offer a cheaper option compared to single shots.

Although it is a good idea to conceptualise and set up the most visually flattering configurations beforehand, things tend to look different through a camera lens. Fortunately these days, most photographers shoot tethered (directly to the computer screen), making it possible for the client to immediately see what the end-product will look like and to make adjustments to the arrangement.

.

Although you can photograph many objects at once, positioning the objects so that nothing is obscured and to to avoid shadows and distortions, can take time. Employing the services of a good stylist can save time and money. Clients: Miglio Designer Jewellery & Kapula

4. More complex shots

In some cases including a model or a mannequin can enhance the styling and presentation of your product e.g. for clothing, caps, jewellery. It could be full-length, face-only or hand or foot models. 

Usually the photographer is able to book models for the client at an additional fee. And if you are using models you will need a make-up artist, a hair stylist and possibly a stylist.

This is when product shots can become expensive.

Photographing hair extensions as single objects on a white background will just look ridiculous and  will definitely not inspire consumers to buy the product. In this case we had to use a model to illustrate what the product is all about. The border between product and marketing photography becomes blurred at this point. Client: Boulevard

So rather than dismissing the idea of using a professional photographer for product shots as too expensive, sit down together and discuss ways of presenting your products in the best possible light at the best possible price. 

IMAGE QUALITY IN, IMPROVED SALES OUT: That is why you need a professional photographer for product shots

Beautiful necklace by Miglio Designer Jewellery, a company that knows the value of high quality images to sell their products.

In a world dominated by the visual experience, e-commerce experts know for a fact that a critical aspect of their marketing and advertising strategy is obtaining high quality photographs of their products.  

Why are they so adamant about this? High quality and appropriate images:

EVOKE THE EMOTIONAL EXPERIENCE OF SHOPPING

On the Internet, the shopping experience cannot include all the senses. We can’t touch the fabric, smell the coffee or taste the sauce. There is only our visual involvement with a representation of the product.

In the end it is this photographic image that has to evoke the emotional experience that transforms a viewer on your website into a buyer of your product.

Unless the visual experience of the virtual shop affects the customer on a visceral, emotional level, browsers will not be converted to shoppers. 

CONVERT BROWSERS INTO CUSTOMERS

On her blog, business strategist, Isa Maria Seminega quotes UK photographer Tony Jones on the importance of high quality product shots:

“It is now widely accepted that taking the time to invest in quality product imagery for your advertising and website will be a significant factor in helping to drive sales up. High quality product photography is as essential as a well designed website.’

REFLECT THE HIGH QUALITY OF THE COMPANY'S PRODUCTS

Companies cannot afford to cut corners when it comes to planning and executing the visual aspect of their marketing and advertising strategy. 

Leonora Van Staden, MVNP client and owner of Nice Stuff, an exclusive interior/ gift/ design shop in Dorp Street, Stellenbosch agrees. 

"Martin’s particular skills as photographer has made it possible for me to develop a marketing strategy for my business that does justice to the high quality design and manufacturing of the limited edition and custom-made products we sell," she explains.

SAVE TIME, EFFORT AND MONEY IN THE LONG RUN

As a designer, Ronel Van Heerden of Nine Ninety Nine, has her own reasons for encouraging clients to invest in a professional photographer's services.

“You will not let a backyard mechanic with inadequate and inferior tools and pitiful knowledge work on your Ferrari. So how can business people still think their camera phone will take good enough images to market their biggest asset?

“As a professional designer I've seen how substandard photography does damage to businesses and it is such an easy detail to fix! Just get a professional photographer!

“You will make the lives of your designer so much easier and together you will create the company image that you want the world to see. Easy as pie!”

Unfortunately not all business owners, especially small and medium enterprises, always see their way clear to invest in really good photographs for their websites and brochures. 

But in the end the same principles that apply to e-commerce also apply to other businesses. 

Customers shop with their eyes. Make sure that the quality of the visual message your business portrays matches the quality of your product.