First Impressions are Everything, Photographically Speaking
By Brian Lazar, IGS Creative
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You only get one chance… to excite someone, engage them, entice them to want to see more. So why would you squander that chance? Why would you try to save a few bucks on inferior photography, when that might be the only chance you get to capture someone’s attention?
When you go on a first date, aren’t you going to take extra time making sure that you look like the best possible version of yourself? If you have an important meeting, aren’t you going to dress the part, and try to exude confidence, so that you have the best chance of closing the deal? Why should it be any different when it comes to promoting your jewelry brand.
You should be spending extra time making sure that what you’re going to show the world represents its ideal visual. Then, and only then, can you confidently blast it out for the world to potentially, and hopefully, see. I can understand that in today’s fast-paced digital world, the belief is to get as much out into the arena as possible, to hope that it gets seen, but because of the saturation in our market, doing that is unlikely to have any real results. It will be swiped by, either up, down, left or right (however people are swiping nowadays), and no one will remember ever seeing it.
Instead of quantity, you should be focusing on quality. A high resolution, luxury image that really captures the essence of your product. A visual which showcases that piece in its best light. Now THAT might actually get clicked on instead of just swiped right past. And sure, I understand, with higher quality comes a higher cost, but are we really talking a HUGE difference per piece? No. There are a few 47th street product photography studios that are churning out low-quality images at around $25-$30 per image, that too many luxury brands think are “good enough” for their needs. Yet, there are other studios nearby producing beautiful, high-end product shots for $40-$50 per image, and are being deemed as “too expensive.” We are talking about a difference of $15-$20 per shot. Of course, most companies have entire collections they need shot, so amortizing that amount against a line of 50 pieces can add up, but when each fine jewelry piece can cost anywhere from $500-$50,000, I have to believe there is some extra margin in there for an additional $15-$20. If a beautiful, luxury photograph is the reason someone clicks and eventually purchases a $5,000 piece of jewelry, well, the mark up of that piece probably just paid for your ENTIRE photoshoot. Multiply that by the potential sales from the other 49 pieces that were shot, and it looks like you’ve made a pretty good investment there.
Ok, of course, there are a lot of hypotheticals above, and there are no guarantees that any of this will help… but you also don’t know if you are going to succeed on that first date, and maybe get a second one. You also don’t know if you are going to actually close that deal in your important meeting. Yet you ARE going to do everything you can to have the best chance at achieving your goal. Even if it means buying a new outfit, getting your hair did, or buying a flashy new accessory.
So if your goal is to sell a beautiful piece of jewelry, then you should do everything you can to have the best chance of success… and that starts with the perfect photograph.