Ever wondered why most eCommerce sites present products against a clean and endless white background?
The answer is simple really. It increases profits. High quality point-of-sale (POS images) photographed on a white or a neutral infinity curve, directly influences the bottom line.
Is it surprising then that in 2014, giant eCommerce company, Amazon, deemed it necessary to register a patent for this basic photography process with the US Patent Office? US Patent no 8676045, simply referred to as Studio Arrangement, describes a technique that is the industry standard for showcasing products on retail websites.
Here is why and how presenting your products on a seamless white (or neutral background) can also work for your eCommerce company:
It supports browser-to-buyer conversion on eCommerce websites and improves sales. According to MDG Advertising in New York, 67% of consumers indicate that clear and detailed images definitely influence their buying patterns. In fact it is even more important than the product description, information about the product and customer ratings. Have a look at their infographic below.
SAVING PRODUCTION AND EDITING TIME
It also simplifies the creative shooting process and post-production time, and saves money by ensuring colour accuracy and simplifying, even eliminating, the deep-etching or cut-out process in post-production thereby reducing the chances of pixelated edges around the product.
Consistency of visual style improves the website maintenance workflow. It ensure continuity and requires fewer adjustments to match older and recently shot images. It also makes it easier to embed into the sales page.
Uniformity helps optimise your marketing resources as the same images can be used for different online marketing sites. It increases the chances that your company’s visual style will be compatible with other sites you would like to advertise on or sell your products.
Besides financial considerations, there are a number of other reasons why a white background is used for product photography.
Colour is a persuasive tool for visual communication and to influence the subconscious and emotional choices consumers make regarding your brand and your product.
Particularly the colour white can be used very effectively to encourage a pleasant user experience on an eCommerce website. It creates the feeling of spaciousness, purity, serenity and clarity.
A clean and professional looking website also builds trust, exudes authority and demonstrates a willingness to be transparent in your dealings with your customer.
Focusing on the product and not blending it into a busy background, tells a customer that you have nothing to hide from them, and that everything about the product is out in the open.
A white background affects the presentation of the product by focusing all attention on the object. It makes it stand out while still retaining all its properties like shape and size.
It leaves no room for distraction and competition from other objects, or from strong colours in the background or foreground.
The white backdrop eliminates colour casts and reflections from the background and surroundings on the product distracting the viewer and making it look untidy.
As in a showroom in the real world, eCommerce customers want to effortlessly move around a clean and neat environment with clear and bold signage that will make their journey from browsing to buying, as easy as possible.
Design elements like buy buttons, zoom functions etc. have to stand out and if the images are too busy, these very important features of an eCommerce site may get lost in the din, reducing the browser’s motivation to spend money.
In short, the reasons why a seamless white background is considered the industry standard is because in eCommerce, the customers are unable to use any other sense but their visual sense. Colourful, good quality and detailed images are therefore vital.
If the product is contrasted against a clean, white background it enhances their engagement levels, the click-through rate and the spending velocity on your site.