Model photography – Keeping ahead of the pack

This is something that we comment on regularly in the office when looking at current and potential client’s websites and how they display their products. Some choose to use manikins or an ‘invisible dummy’, while others have stepped up to show their garments on real models. However, of those opting for model photography some websites use full shots and some ‘chop off’ the models head. The general first impression of this is that it looks bizarre to have a top, a neck, sometimes a chin, and then nothing else. But I’ve recently been provoked into thinking about this issue further; in terms of costs, rationale and whether or not it makes a real difference to conversion and sales. With little evidence as yet to prove either way, we’d be interested to hear your thoughts and experiences of ‘head on’ vs ‘head off’ photography.

What is the real difference?

Ok, so apart from the visual difference there are a number of factors that affect both retailers and consumers, that should be considered in the decision process.

Costs

There are a number of additional costs that companies accrue when opting for full model shots. Beside the initial outlay for hair & make-up for the day it is also more expensive to purchase models (as you are paying for their physical image too) and it is likely that more work will need to be done post-shoot to touch up the images, such as misplaced hair, blemishes etc.  As well as the extra costs involved in the shoot itself, even more expense will be incurred if companies own more than one brand, or project different ‘images’ with different lines of clothing. Different models will have to be used to ensure their image ‘fits’ with that of the clothing they are modelling; this also means more time is spent in the casting process.

Conversion

But the burning question is “Does it improve conversion?” If retailers are to invest in all the costs detailed above then they need to be justified with results. One argument for ‘head-on’ photography is that it allows consumers to identify with the model wearing the clothes, thus creating an emotional connection and increasing the likelihood of purchase. But even before getting down to an emotional level there are more objective arguments for increased conversion.

A typical in-store customer journey comprises of browsing, choosing, trying on and purchasing. It’s the trying on stage that is the most difficult in an online shopping experience; consumers who are unable to physically try garments on need to mentally engage in this action. Different skin tones, hair colours and styles all play a part in whether you perceive a garment to look good on somebody (or yourself) so the easier you make these to visualise in the consumer’s mind, the more likely they are to decide that a product will suit them and purchase it from your website. For example, if an olive skinned, brown haired consumer is browsing your website for a dress they are going to find it easier to visualise themselves in a garment if the model wearing it is also shown to have olive skin and brown hair. However, this perceptual process can also have the opposite effect. As in, if the model is the complete opposite of the consumer, they may find it more difficult to visualise themselves in the clothes, or even just dismiss it as something that wouldn’t suit them because the model is so different to themselves.

Which one to choose?

Being from a marketing background and having an acute awareness of semantics I think having model photography with the head on is a very powerful tool for retailers. It evokes emotion from the consumer; however this may either compel them to purchase, or completely change their mind on a product they may well have purchased had it been on a different model, or indeed shot with the models head cropped off. An important thing to remember with ecommerce is that consumers are trying to recreate their shopping experience without being in the physical store, so every little detail can make a difference.

As technology is advancing there are a number of ‘virtual changing room’ products on the market which can be put to good use by retailers. It may be that choosing to use ‘head on’ photography will draw attention and boost brand image and loyalty, while ‘virtual changing room’ solutions are used to enable consumers to literally see themselves in the garment.

But even if the head itself is proven not to increase conversion, are there other factors that are affected by the photography you choose? There is no doubt that it is more aesthetically pleasing to see a full person as opposed to half a head. It may prevail that once consumers are actually viewing products they convert at the same rate, but that they are more likely to visit or return to a site that is visually attractive; and one with which they can identify with the brand image, which is built upon by the model’s image. This in turn will increase brand loyalty and virtual footfall, so conversion may stay the same, but with increased traffic will come increased sales.

Our next WMpS VIP Seminar, including expert speakers on lifestyle imagery and 360° photography will inevitably lead to this topic being discussed further. I will be reviewing the event and any insights that come of it at the end of the month. Alternatively, if you would like more information on our upcoming events visit the Events section or feel free to contact us.