Professional photographs and purchase decisions

Professional photographs help us choose because they are designed to create emotions and activate decisions. The brain loves the visual. We know that we always prefer to take a look rather than listen to 20 minutes of talk. That’s why it’s crucial for a business’s sales strategies to have a strong visual discourse.

Photograph: Restaurant L’origen (Puigcerdà). Marco Zouvek

For a business, it’s essential to understand its customers, how they make purchase decisions, and what factors influence their choices and purchases.

““People buy only for three things: To reduce fear, to save energy, and to feel more pleasure or comfort.”

Jurgen Klaric

Have you ever decided to buy a product, hire a service, or visit a restaurant after seeing its photographs online? You probably have, more than once. In the case of restaurants, for example, the decision is often influenced not only by the menu but also by the comfort of the dining rooms and the views. Who doesn’t like to dine comfortably, being well-served, and enjoying a beautiful view? The photograph illustrating this post is from a session I did for Restaurant L’Origen: L’Estany de Puigcerdà, a signature restaurant with a unique charm. One of its main features is the large window overlooking the emblematic Estany de Puigcerdà, an artificial lake dating back to the 13th century. Locals have enjoyed moments of calm and relaxation here since 1260.

«I don’t need it, but I like it and I’m going to buy it.»

This phrase sounds familiar, right? We know that about 80% of purchasing decisions are made emotionally, and only 20% are based on reason. Photographs help create expectations and feed the desire to own. That’s why they are so important for any business. A photograph achieves its first objective when it captures the interest of the viewer.From there, the desire to learn more is activated, leading to an emotional connection with the product, which often precedes the decision to purchase.Photography can create an immediate need in the user, triggering a purchase decision.

Why are professional photographs profitable?

Hiring a professional photographer comes at a cost, but it also provides significant returns. The reflection I want to raise is this: Why not focus more on “making investments profitable” and less on “saving costs”? When photographing items, a professional photographer never loses sight of the final objective: to help make purchasing decisions. In a physical store, products are displayed attractively and show their benefits. In an online business, however, we can only see the product, not touch it. Therefore, the quality and credibility of the photographs are crucial for sales.A professional photographer knows that product photographs should not only bring us closer to the item but also make us feel it and create an emotional atmosphere that makes us want to buy it.

• A professional photographer uses professional equipment. They usually have multiple cameras and state-of-the-art lenses, as well as lighting equipment and filters. A professional knows which lens to use to achieve the desired effect. Businesses must understand that quality photographs lead customers to associate image quality with product quality. That’s why it’s important to focus on the profitability of the investment, not just the photographer’s fee. Especially for online stores, “profitable photos” are essential.
• After the photo shoot comes the editing process. But before that, there’s a whole pre-production process to evaluate and plan: what, how, where, and when. It’s not the same to show a steaming paella fresh from the stove as it is to show it on a plate with a white background and no context. The message will be different in both cases and will depend on the communication campaign’s purpose. The photographer must know the story the photos need to tell. Image quality involves color, light, composition, angles, backgrounds, and technique. Experience and years of work also play a significant role, especially when making initial pre-production calculations to avoid wasting time or money for the business owner or promoter.
• In the post-production phase, the photographer demonstrates expertise and artistic vision. The best photographs are chosen, and details are corrected. This process is costly in terms of time and resources, requiring specific editing programs. Staying up to date with the latest developments and editing software is essential, something a professional photographer dedicates time to.

It’s simple: if you invest in professional photo or video reports for your business’s website or social networks, you will profit from the investment from the very first moment because:

1. The image quality reflects the quality and uniqueness of the products offered.
2. The photographs contribute to creating a coherent brand experience.
3. Good photographs generate greater public confidence, attracting attention with excellence.
4. An image is always the best attraction and loudspeaker to capture new clients’ attention.
5. We all love stories, and a good photograph or video narrates a story that invites us to live a special moment.

To be continued..