What if a bottle shot was worth a thousand words?

As the saying goes: “a picture is worth a thousand words”. When it comes to your business, it may as well be worth thousands of dollars in revenue.

Let’s look at some data:

  • People are attracted to images: People remember 10% of what they hear, 20% of what they read, and 80% of what they see.¹

  • People are really attracted to images when shopping: 67% of e-commerce users say the product image is “very important” in purchase decision, even more so than product's description (54%) and ratings and reviews (53%).²

  • First impressions matter a lot: the average person’s attention span is only 8.25 seconds… less than a goldfish that clocks 9 seconds!³

Big players are well aware of these numbers. Take a stroll on Etsy for example (a peer-to-peer e-commerce website focused on handmade items). Every single featured product on the homepage is polished and professionally photographed. Why? Because this photo is the customer's first interaction with the product and, if it looks good in the photo, chances are it’s going to look good in your customer’s hands.

Recognizing this, Airbnb (a website for people to list, find, and rent lodging) goes even further to encourage professional imagery by offering a free professional photo service to its hosts around the world. Their statistics show that listings with professional images get booked 2.5 times more frequently than those without.

What does this mean for the wine industry?

One word: Opportunity.

Your images and videos tell what you are all about much more than text ever will. They can effectively persuade consumers to choose your product instead of another. Photography is so often the initial touch-point people have with your brand, which makes it even more important to ensure you have professional images. Get it right and experience the positive return for yourself!

Let’s look at simple ways to get the most out of your images.

Step 1: You must nail your straight bottle shot.

Quality is paramount here. Your bottles must be properly lit and true to life. No dark, off-putting colors need apply. You also want to make sure your labels are sharp and legible. Last but not least, your straight bottle shots must stand on a perfect white background or, even better, on a transparent one.

Consistency is crucial too. We can’t stress enough the importance of having the same camera angle, same lighting, same scale/ratio, same drop shadow, etc. across your whole portfolio. Consistency elevates your brand as a whole. Consumers evaluate your “quality” and “trustworthiness” at a glance. That split decision is, more often than not, based on your appearance because we know people judge a bottle by its “cover”.

Image consistency elevates your brand as a whole.

2. showcase The beauty in the details

Keep in mind: people can’t touch or taste your product online. Always strive to give them the most complete brand experience possible. Because it’s the embossing, varnish, metallic foil, paper texture, or unique die-cut that makes your bottle feel like a million bucks. 

So what else can you show?

3. Let the inner beauty shine through

While packaging is crucial, the fact is, the real gold is hidden inside the bottle, and very often, behind a thick layer of tinted glass. Show off that liquid jewel you’re so proud of by simply adding a wine glass.

Great photography not only boosts sales,
it also enhances your overall brand image.

Bring it to the next level

A successful online business depends so much on the quality of your presentation. Great photography not only boosts sales, it also enhances your overall brand image. You’ve been working so hard all year on perfecting your wine: don't miss out on how to present it to the world!

Parts of this article were originally published on Vin65 blog.

Laurie Millotte