Which image is more effective? The Samsung example doesn't bother with representing traditional packaging, instead putting the most important information directly onto the recognizable shape of the product. It’s more impactful because the image is:
- Eye-catching: When shoppers browse an online store, the image is the first thing they see — even before reading the product title. An image that doesn't catch the eye will be ignored.
- Legible: We live in the omnichannel age. Product images have to be as legible on tiny mobile devices as they are on 4K TVs.
- Informative: Shoppers don't have the time or inclination to read everything. If an image doesn't convey the most important information effortlessly, consumers will scroll right past it.
The real estate of primary images is more valuable than ever, doing all the heavy lifting to convince shoppers to click through to the PDP (the digital equivalent of the back of the package). On the other hand, instead of just a few inches of glossy cardstock, brands now have a virtually unlimited digital canvas they can use to close the deal.
Don’t Copy the Copy
Another consideration is the copy. It’s tempting to simply pull copy from packaging or a brand’s website. But packaging and consumer-facing copy is not the same as e-commerce copy. Consider how you might talk about your brand to someone you meet at a party versus how it might be described during an in-store demo or sampling event. Consumer language isn’t the same as shopper language, so make sure the online copy reflects the difference.
A product detail page is the “digital package,” but that doesn't mean it should follow the same rules as a physical package. Instead, they should play to the unique strengths of the digital environment. High-resolution images can showcase the product being used by consumers. Video content can act as an interactive product demo. High-quality content can not only describe the product, but highlight the brand’s personality and values. Interacting with current and potential customers through user-generated questions and reviews can build equity and loyalty.
Don't try to replicate the in-store experience but create something better. In the e-commerce world, brands must challenge existing habits and pioneer new ways to think about digital packaging for the digital shelf.
About the Author
Danny Silverman is chief marketing officer for Edge by Ascential, an established industry thought leader with more than 14 years of experience helping brands grow their online presence and sales. He spent eight of those years at Johnson & Johnson, where he led the company’s e-commerce strategy.