How To Get the Most Value from Your Visual Assets
We often laugh when we say that someone likes shiny objects, thinking that they are distracted by anything that catches their eye; but the truth is that all humans like shiny objects, and that we are biologically programmed to make the most of the visual cues in our environment.
For brands, those visual cues are the images, videos, and renderings of your products and brand elements; and being the shiny object should be the goal. Product photography and videography have traditionally been the mediums of choice, but mediums such as photorealistic imagery, product visualization and 3d configuration software are creating new options for brands to utilize visuals and make an impact.
Creating quality assets is an investment worth making for brands, but if those assets aren’t properly leveraged, they do little good in increasing discovery, consideration, or conversions. These are four tips for getting the most out of your visual assets.
Always Deliver in High Res (or High Res LookAlikes)
Blurry? Small? Pixelated? Not only do low resolution images not convey the look of your products, but they fail to demonstrate, and possibly negatively reflect, the quality of your brand. Showcase your products with high fidelity images, renderings, GIFs, and videos to draw attention to your products and give consumers an accurate view of what they are shopping for.
It is also important to make sure that you are choosing a file size that is ideal for the platform you are using the image for. High resolution images come with larger file sizes, which allows them to produce the crisp, clean view on screen, but also makes them heavier on a site.
Depending on your site’s functionality and load times, you may need to evaluate which images are priority for the larger file size. Changing the file format may also help here. PNG is a common file format for images that grant a higher resolution, but JPEGs allow for more adjustments to be made to find the right balance of size and resolution. Whenever possible, use the highest resolution you have available, but if you need to make adjustments, make sure that your marquee images (particularly those that showcase your products) are given priority.
For ads and social media posts, be sure to reference the guidelines each platform provides to ensure that your images display properly. Many have a limit on the file size allowed, so choose wisely to find the balance of size and image quality.
Use Them Consistently
Now that you have your visual assets, put them to work! Use your images across channels to build consistent brand equity and recognition. Using similar angles, colors, or configurations of your products makes it easy for consumers to identify your brand among the clutter, and aids in discovery when searching for a particular model. Once the customer lands on the product page, let them explore with views from all angles. This is where product visualizers are especially successful as they provide greater detail and ability to explore the products as compared to static images or even video.
For products that allow for configuration, you may choose to use a specific configuration across an entire campaign or when targeting a specific audience. Since the 3D configurator is designed to deliver all of your product options, you can edit and swap visuals as needed for campaigns, without the time and cost associated with multiple or regularly scheduled photoshoots.
You also have the option to mix mediums when using product visualization software; static export images provide a similar look and feel than traditional photography and can be used for everything from display ads to PR placements, but with a 3D visual experience on your website you can also capture GIF and video content for a more dynamic visual.
Use Alt Text
Don’t forget to optimize your images with alt text. If your image is unable to load due to a poor connection, this will appear to tell the viewer what was supposed to be there and what they can expect to see once their connection improves. It also helps inform search engines what your page or post is talking about.
Be sure to be specific in your alt text, and use similar keywords to your other SEO efforts to help continuously build a relationship between your brand and the topic or industry in which you function.
Shopping is better in 3D, which is probably why 42% of consumers say that they would be willing to pay more for a product that they can experience in 3D or augmented reality. Product visualizers and 3D configurators allow the buyer to go behind the limits of photography and videography to get a feel for the details, textures, and unique aspects of the products to determine which is the right fit for them.
As a brand, the use of 3D allows for all of your products and their associated offerings to be viewable on your website and across promotion channels without creating inventory or shooting each product style from a multitude of angles.
Dopple delivers high quality 3D product experiences that showcase the elements and features that make your brand stand out. Whether your brand requires simple product visualization, a fully configurable catalog, or an augmented reality experience, Dopple has the tools and team to help you create and leverage the visual assets that get buyers excited about the products and confident in their ability to purchase a quality product online.
Want to learn more? Check out our best practices for optimizing your 3D experience.