E-commerce and mobile retail are now well established in most markets and continue to grow rapidly – yet few brands take a digital-first approach to designing product imagery across these channels. The accelerated shift to e-commerce through the COVID-19 pandemic has brought into sharp focus the need for that to change, fast.
Unprecedented format and variant fragmentation due to consumer demand has been accompanied by declining consumer loyalty. Yet the drive for range consistency means identical product structures and similar colour palettes. Variants are hard to distinguish at scrolling pace – especially on mobile (each image might measure no more than 2cm x 0.5cm on an average smartphone screen). This risks lost sales for brands, or even for the category.
Our optimisation solution takes a focused approach: rather than as a by-product of packshots aimed at on-shelf recognition, we consider digital product imagery of its own environment and competitive context, taking into account screen size, scrolling, the brand’s visual identity and range complexity – to deliver images enabling easier recognition of brand, size and other key information; e-commerce product imagery native to digital, which makes it effortless for consumers to find and purchase your product.
Our approach is underpinned by a blend of design, process automation and end-to-end project management. Together they enable us to generate excellent creative fast, even across large product ranges, and with integrated localisation where required, at low touch to internal teams.