The Power of Visuals: How to Incorporate Images and Videos in Product Descriptions
Visuals play an important role in how we perceive products and services. Not only do visuals help boost our understanding of a product’s features, but they also help build customer trust and engagement in the process. In today’s digital age, visuals are key to capturing users’ attention and must be used strategically in product descriptions and in storytelling around products. This article will explain why visuals are so powerful, why you should use them in product descriptions, and provide tips for how you can effectively incorporate images and videos into your own product descriptions.
The Power of Visuals
Research has shown that visuals have a greater power over us than just a basic understanding of what a product is. The brain processes visuals 60,000 faster than text, making them an incredibly effective way to communicate ideas, products, and stories. Visuals bring a product to life—they create an emotional connection and an opportunity to engage and interact with a product in a more meaningful way. The power of visuals is further amplified by social media and the internet, where visuals are extremely effective in capturing our attention and creating a lasting impression.
As humans, we are naturally drawn to visuals. According to the Nielson Norman Group, the average person will only read 20% of the words on a typical web page, and will scan the page in an “F” or “Z” pattern to find the information most relevant to them. That’s why visuals are especially important for online shopping. By including visuals such as images and videos, you can draw your customers in and make it easier for them to learn about your products.
The Benefits of Using Visuals in Product Descriptions
Including visuals in product descriptions can help boost engagement with customers. Visuals provide a better understanding of the product, allowing customers to experience the product before they even purchase it. Visuals can also give customers a glimpse into the product’s features and benefits, as well as its usage.
For example, demonstrating how to use a product with visuals can help customers not only understand how to use it but also build trust in the product as they learn more about it. Visuals also help illustrate the product’s unique features and can set your product apart from the competition.
Furthermore, visuals provide an opportunity to tell a story about the product. Storytelling can help to create an emotional connection with customers and make them more likely to purchase the product. Through visuals, you can create a narrative that conveys the quality of the product, why it is useful, and why it is worth investing in.
How to Incorporate Images and Videos into Product Descriptions
Now that we’ve covered why visuals are so important in product descriptions, let’s look at how you can effectively incorporate them.
Use High Quality Images
When including images in your product descriptions, it’s important to use high quality images. Use clear, detailed photos so customers can get a better understanding of the product, from its size to its features. Think about the types of images you want to showcase—both product images and lifestyle images. A mix of both can be effective in creating a comprehensive picture of the product.
Identify the Relevant Features
When choosing images, consider which features will be the most relevant to customers. Highlight the features that customers care about most and make sure to use images that clearly display those features.
Show How the Product Is Used
In addition to images of the product itself, it’s also a good idea to include images that show the product being used in context. For instance, if you’re selling a kitchen appliance, you could have images of it being used in a kitchen. This helps customers visualize how the product works in a real-life setting and builds trust in the product.
Videos are an increasingly popular way to communicate product information to customers. They are dynamic and engaging, allowing customers to interact with the product in a new way. You can use videos to demonstrate how the product works, demonstrate its features and benefits, or show customers how to use it.
In today’s digital age, visuals are key for capturing users’ attention and must be used strategically in product descriptions. Visuals can create an emotional connection with customers and provide more clarity on the features and benefits of the product. When selecting visuals, make sure to use high quality images, identify the features that customers care about most, and include visuals of the product in action. Videos can be a powerful tool as well and can be used to further demonstrate the product’s features and benefits. By leveraging visuals strategically, you can create an engaging product description that will help increase customer engagement and ultimately lead to more sales.
• Nielson Norman Group. “How Little Do Users Read?” Nielson Norman Group, 2017, https://www.nngroup.com/articles/how-little-do-users-read/
• CoSchedule. “Visual Storytelling Best Practices: How to Incorporate Images And Videos.” CoSchedule, 2019, https://coschedule.com/blog/visual-storytelling-in-marketing/
• Forbes Agency Council. “10 Tips For Using Visuals To Enhance Your Digital Marketing Campaign.” Forbes Agency Council, 2019, https://www.forbes.com/sites/forbesagencycouncil/2019/08/15/10-tips-for-using-visuals-to-enhance-your-digital-marketing-campaign/#20e1c63f6902