Skip to main content

Consumers are no longer looking for an ultra-professional photo when buying a product, but end up deciding with real photos taken by other customers. Restaurants are one of the best examples to see the difference between reality and images. Now the menus only show long descriptions of the dish, but before they used to add a photo next to its name. 

Images are ambassadors of products, as in fast food chains where they end up defining the consumer’s choice. Behind the attractive photo there is a team of specialists who analyze and decide the best option. Photography is a key element of marketing where everything is thought to obtain the best final result. 

A similar effect is found in ecommerce: the photos accompanying the products function as a descriptive element and are decisive when it comes to making a purchase. But to what extent should companies idealize products in the sales version? The search should focus on realistic photos that are as close as possible to the product in question. According to a study by Bazaarvoice, authenticity has gained a lot of space among consumers, who are looking for this type of style on social media. Images of other consumers have a great influence on the purchase decision, beyond the amateur tone they have.

Overall, two-thirds of consumers prefer these types of photos that are not heavily edited. The percentage grows even higher when the focus is on young adults aged 18-34. This generational group prefers this content and tends to search on social networks for original versions uploaded by other users. The study refers that in products with higher prices, such as electronics and technology, authentic photos are even more important, a kind of window to how the product is in reality. 


Leave a Reply