I came across this interesting Amazon listing image today and thought that I should use it as an example to point out how lighting can make or break an image.
When creating visual content for your eCommerce listing, take care when using a composite or 3D generated image.
Make certain that the lighting source is identical in each element of the image or it could break your image and possibly your reputation.
The cylindrical head of this coffee machine has two clear light reflections left and right. However, the cup below only has one on the left.
The black jar on the right and glass on the left along with the green shiny foil clad element in the foreground all have reflections that are also completely out of sync with the machine.
Believe it or not, all of this is seen by the subconscious mind of the customer and the product image starts to look fake.
Creatives need to ask themselves how does a fake looking image build brand trust?
Judson Morgan, an entrepreneur from Los Angeles, California, USA, and a member of Amazon Creatives commented on this by pointing out a very interesting point that I had not thought about.
He said "I agree with this. Our subconscious is way ahead of our “thinking.”
Think about how fast you make judgements about people you meet based on all sorts of subconscious data. Same goes from shopping.
That’s why split testing often reveals something different than we expect. Our “thinking” takes us down one road which may or may not be the one."
