E Y E CA N D Y

USING IMAGERY AND DYNAMIC MEDIA TO

MASTER USER EXPERIENCE

Matt Fowler, Account Executive Snap36 Twitter: @FreakinFowler

Molly Pfister, Director of Marketing Snap36 Twitter: @molly_pfister

Snap36 •  Founded in 2008 •  Snap36 specializes in 360 & 3D product

photography •  7,000 ft Chicago studio configured to shoot

thousands of products using the latest robotic equipment

•  Mobile studio capable of shooting on location •  Exclusive distributors of professional grade

robotic hardware and workflow software

WHAT WE’RE TALKING ABOUT…

1  Image Usability Rules

2  Optimizing Images for Online Retail

3  Future of Product Photography

{1 } Image Usability Rules are your pictures worth 1,000 words?

images

INFORMATION are

Our brain process visuals 60,000x faster than text

70%

50%

40%

90% Of info transmitted to the brain is visual

Of sensory receptors are in your eyes

Of your brain is active in visual processing

Of people respond better to visuals

RULE 1: Choose the Right Photos

Users pay close attention to photos and other images

that contain relevant information, but avoid

generic-looking images on the page

Image Usability Rules

Image Usability Rules

RULE 2: Don’t Use Photos as Filler Elements

People will go their way to ignore fluffy

pictures used to ‘jazz up’ Web pages

RULE 3: Use Photos to Guide a Reader

Image Usability Rules

RULE 4: Use Photos for a Purpose

Use images to provide important contextual information— how it works, how big it is,

what it looks like

Image Usability Rules

RECAP: IMAGE USABILITY RULES

1)  Choose the right photos

2)  Don’t use photos as filler elements

3)  Use photos to guide a reader

4)  Use photos for a purpose

{2 } Optimizing Images for Online Retail how to master the customer experience

WE DON’T GO ONLINE, WE LIVE THERE

$231 $262

$291 $319

$345 $370

2012 2013 2014 2015 2016 2017

(US$ Billions)

Year-Over-Year Growth Share of Total Retail

Sales

14% 13% 11% 10% 8% 7%

8% 8% 9% 10% 10% 10%

GROWTH OF E-COMMERCE

MCOMMERCE GROWTH IS OUTPACING TRADITIONAL ECOMMERCE GROWTH BY

200%

Research online and in store, buy

in store

Search online, buy online

Search in store, buy online

Research online and in store, buy

online

Buy online, pick up in store

Search in store, buy in store

Search online, buy in store

MULTI-CHANNEL JOURNEY TO PURCAHSE

40% of respondents purchased their last product using cross-

channel methods 7% 7%

7% 13%

21% 39%

6%

HOW WE SEE PRODUCTS IN THE REAL WORLD

•  Check out the collection of available styles •  Compare products to each other •  Closely examine items you find most interesting

WHAT MAKES A GOOD PRODUCT IMAGE? 1)  Right size

2)  Contrast and details

3)  Clean background

4)  Adequate resolutions

5)  Consistency

{3 } Future of Product Photography how to create interactive experiences

VIDEO: Tom Ford

360° SPIN: Ann Taylor

HOT SPOTS: E.L.F.

LET’S REVIEW…

•  Photos should act as information-dense pieces of content that can quickly send your intended message to your audience 

•  Create images that deliver a seamless customer experiences

across a variety of mediums and user touch points •  As the line between the virtual and real world continues to

blur, new possibilities to enhance both will present themselves

THANKS!