The Power Of On Model Photography - How To Elevate Your PDP
The Why
On model ecommerce photography can be a powerful tool to connect with your customers and drive conversion.
Not only does it bring context to your product by seeing how it is worn or used but it can add an aspirational element to your content, helping your customers envision themselves that much better if they make that purchase.
Off figure ecommerce photography can be beautiful, clear, and is an agnostic approach—appealing to a wide audience—but it lacks a connection with your customer.
Even if the model is four sizes smaller, has baby-smooth skin, and is as tall as an NBA player, that aspirational effect takes over and the customer can see themselves in it.
Even if the model is a much different size or general look, being able to see the product on a human provides that real-life context and helps the customer connect the dots: Is the shirt slim fitting or loose? Will the pants sit low or high on the hips? What is the consistency of the lotion on skin? Or the lipstick on lips?
Having these questions answered—even if the products aren’t on an exact replica of the customer—will build a trust that encourages them to pull the trigger and provides an extra layer of accurate product representation, which will reduce returns.
The How
Producing an on model ecommerce photography shoot should be well thought out and organized so that your time and money aren’t wasted. Find an ecommerce photo studio who has the resources and skills to put together a team that can match your brand vision and capture your product in a way that speaks to your customer.
On-model ecommerce photo shoots are a collaborative and creative process, so it’s important that you have a team that works well together and has experience in the specific type of photography and styling you’re looking for.
The Crew
Standard ecommerce model photo shoots have the following crew members on-set to make a successful shoot:
Photographer - Takes the photos and leads the shoot
Digi Tech - Assists the photographer with capture and set up
Wardrobe Stylist - To put together looks, dress the models, and to make sure the product looks its best in the shot
Styling Assistant - Steams the product, prepares the next look, and keeps samples organized
Hair/Makeup Stylist - To style the model’s hair and makeup and keep the model looking their best throughout the shoot
Producer - To manage the crew, talent, and samples and keep the shoot on track
Art Director - To make approvals and direct the overall look of the shots
The Model
Don’t underestimate the power of the model–there’s a reason they are typically the highest paid person on-set.
A good model may be beautiful but more than that, they are professional, can work efficiently, and are an expert at being in front of a camera. The model is the face of your brand and the person your customer will connect with.
An experienced ecommerce photo studio should have the resources to cast and source models that are specific to your brand’s unique aesthetic. The casting process can take time but knowing and understanding your target customer, who they are, and who they aspire to be, is the key to finding the right model. Before you begin casting make decisions on the overall look, age range, size, budget, and usage and let all decision makers at your company weigh in as different perspectives will help give you a holistic perspective. An experienced studio can help give a wider perspective on what’s available, who does what (best), and how to navigate the model hiring process.
Planning
Pre-production is a critical piece of the shoot and if not done properly can have a ripple effect that impacts the entire shoot through post production. Pre-production for on model ecommerce photography is the planning phase and may include:
Casting - Finding the right model for your brand
Shot List Creation - At its core, a shot list should be a list of SKUs that need to be shot and the shots needed for each SKU. Shot lists may also include categories that can correspond to a style guide, specific styling or shooting notes, and additional product data to be used for filenaming and/or image metadata
Style Out - A designated time prior to the shoot to put looks together and to see how products will be styled; this may be a low-production shoot with a fit model or simple mannequin or flat shots
Sourcing - Shopping for any additional pairing items needed to complete your looks (shoes, jewelry, props, etc.)
Call Sheets - To ensure everyone shows up at the proper time and place and to set a clear, defined schedule for the shoot
Sample Check-In - Checking samples against the shot list to ensure everything needed for the shoot is in hand and ready to go
Style Guide and/or Creative Brief - Lighting, background, cropping, angles, and model posing/expressions, discussed and confirmed prior to the shoot; this should be done with a detailed style guide or creative brief with images and descriptions
The pre-production stage sets you up for success to ensure that everything gets shot and shot accurately. The last thing you want to do is to put together a large, talented team and walk away without getting the shots you need. When done correctly, it sets up the entire shoot for success–the team will move through the shoot efficiently and as a cohesive group with the same vision and goal.
Trends
The PDP is the final stage in your conversion funnel and key in the final push for the customer, so it’s no wonder that brands are putting a lot of money and effort into the content that goes here.
From editorialized ecomm to product videos, brands are putting more content on their PDP to keep their customer there longer. The more time the customer spends on your site, the more likely they will feel confident in making a purchase. Your ecommerce photo studio solution should be one that can easily offer services that allow you to expand your options as you grow and keep up with the ever-changing landscape of ecommerce.
Editorialized Ecomm
Pushing aspirational impact even further, editorialized ecomm is lifestyle in a studio setting. A quick-and-easy way to get more dynamic shots, this is often added on to an ecommerce shoot by simply bringing in more dramatic lighting, props, and interesting poses and angles. This kind of content is great to use in social and your PDP. The multi-use gives you more bang for your buck and is more impactful for customers, as it stands out above generic product imagery.
Product Video
You’ve probably heard that product video instantly increases your conversion–and for many brands video lives up to its hype. Adding motion to your PDP instantly draws your customer in and gives a sense for how your product fits and how the material moves or how to better use it. Sometimes a 10-second video can clearly communicate to your customer what 10 product photos cannot, and if that reduces returns, it’s worth it. With technology continuing to advance faster and faster, it’s easier than ever to produce and add video to your PDP.
AI
Where does AI fit into all of this? Shouldn’t we be able to instantly produce on model ecommerce photography at the click of a button? Yes and no. Technology has advanced tremendously in the past couple years and can be harnessed today in some use cases, but it should be approached thoughtfully.
Ask yourself what is the ultimate goal? Is it to lower costs? Or show your customer diverse models of different ethnicities and sizes? Or speed? Maintaining accuracy of your product should always be a priority–without this you may break the trust you’ve built with your customer resulting in returns and a low retention rate.
Although the roles will change when using AI to create imagery, the goal of the “photo shoot” will remain the same: The model, the lighting, the background, the poses, the angles–all of these tell your brand’s story and build trust with your customer. Whether shooting in a traditional photo shoot setting or using AI to create your imagery, these details should be well thought out and represent your brand.
A Final Word
Consider all that goes into an on model ecommerce photography shoot, and decide what’s right for your brand. Even with a small budget you can create impactful images that set your brand apart. A great way to do this is to keep your shot count lower for your on-model shoot and fill in the gaps with off-figure photography. As your brand grows, listen to your customer, know what they respond to, and design your product detail page accordingly.
Designing a PDP with powerful content will set you apart from your competitors and build a foundation of trust with your customers. Think through the details intentionally and what will make the shoot a success. How can you leverage the imagery to showcase your product features, connect with your customer, and represent your brand?
Find an ecommerce photo studio that has experience producing brand-specific on model ecommerce photography that can bring your vision to life.
Want to learn more? Contact Hyperblack to discuss your brand’s photography.
