The End of the Ultra-Professional Product Photo: Why Consumers Want Authentic Photos of the Things They Buy



  • Restaurants are one of the best examples to see the difference between reality and what images often show. Although right now the menus of restaurants with pretensions of modernity and style only show descriptions of the dish - and sometimes not even that, just the name - the traditional thing was, for not so long, to add a photo of the dish in question. It is almost the same in fast food chains, where huge posters of seductive burgers and crispy fries that are easy to imagine continue to welcome visitors. This is also what happens in many 'lifelong bars', in which an exhibition of photos of dishes accompanies users from one of the walls.

    The images are ambassadors of the Best Database Provider products. In fast food chains, for example, they are often what leads you to choose one dish over another, because the proposal is seductive and attractive, especially striking and desirable.

    Of course, that photo of the hamburger on the plate in question, with its protruding lettuce leaves and tomato slices, is no accident. Behind it will have been a whole team of specialists in achieving that the final results are as seen. The photo is a careful marketing element in which everything is thinking for the best final effect: the drink that accompanies in the background of the image transmits being very refreshing, the potatoes look very crunchy and the hamburger with fresh and quality products .

    Something similar happens in electronic commerce, where the photos that accompany the products function as a descriptive element and have thus become decisive pieces in purchasing decisions. Taking care of them and offering the best results is essential to achieve the most positive effects.

    But are all these companies making mistakes when they improve the images, when they take care of them so that they are an almost, one could say, idealized version of the product they are trying to sell? Should the photos be as realistic as possible and as close to the product they capture?

    Perhaps yes, as consumers increasingly demand that they be offered authenticity. The authentic has become the latest fashion issue, the latest consumer obsession. They look for authentic brands, they reward that they behave in this way on social media and, in addition, they also want the images to be as close to reality as possible.

    Younger, more decisive
    That is what a global study by Bazaarvoice has just shown : consumers say that what they are looking for from brands is authenticity and that it is one of the elements that lead them to make certain purchasing decisions. For this reason, when they buy, they pay more attention to the photos taken by other consumers, no matter how crappy and amateur they may be, than to the careful images published by the brands themselves on their own channels. Some seem real, the others too cared for.

    In general, two thirds of consumers say WhatsApp Mobile Number List they want to see such photos that are not editorialized. The percentage grows dramatically when the focus is placed on young adults. Between the ages of 18 and 34, the figure rises to three-quarters. These consumers are thus the generational group that most prefers this type of content and that ends up looking the most in social media for photos created by other users.

    Also, in some categories, the photos of others are more decisive, regardless of the generation of consumers. The study points out that in products with higher prices, such as electronics and technology, it is where the impact of the photos generated by other users are most important. Photographs are seen as a window into what the product really looks like .