What is the first thing people notice about an image?

You only get one first impression. Your customers will judge your brand within 90 seconds, and up to 90 percent of that judgement is based on color. It directly influences brand recognition, your product’s visual appearance, and your customer’s decision to purchase. In fact, it's the first thing people notice about an image.

Just ask Steve Jobs.

When Steve Jobs and Apple released the colorful iMac in 1998, at a moment when the company was hundreds of millions of dollars in debt, it literally saved Apple from going bust. Over 5 million were sold in the first two years.What did the ad campaign images focus on? The technical features of the iMac? The RAM, the processor, the storage space? Nope. Just the color. And that was a technology product. Color has the ability to transcend logical (fact-based) decision making. In fact, it is so powerful that research shows that 85 percent of consumers buy because of color.

While you want to keep your brand packaging consistent, you can position your product differently in the eyes of your customer by strategically using color in your imagery.

Do I need color in every image of my product then?

Nope! You should always use color thoughtfully and strategically. You don't need it all the time. Simple product shots on white backgrounds are still extremely useful as the main image on your e-commerce product page, and can make the color you do use stand out even more.

When should I use color in an image?

When you want to make a statement about your brand in the context of a digital ad campaign or your social media feed, you can strategically use colors to show the product in the context of a mood, scene, or to tell a story. You'll need to ask yourself, what mood do you want to evoke? Do you want to excite? (Red). Do you want to evoke a calming vibe? (Blue). And so on.
How can I use color in an image?

There are so many ways. Below I've outlined three simple ways to showcase your brand's colors in your images.

1. Monochromatic Multiples
Have a colorful product already? Group a few of the same product together in the shot (we suggest at a group of 3, 5 or a grid of 9) for an extra pop.

2. Tonal Pairings
Use colors in the same family as your product or brand colors, but in lighter or darker shades to complement it. For example, if you are showing a lemon-yellow bottle of sunscreen, complement that with oranges or deeper yellows, as well as lighter yellows or a sandy neutral shade.

3. Contrasting Background
Use a color that may not be in your products themselves but works well in the context or a story or the color palette of your Instagram feed. Say the product is a spa-like green; a teak or taupe background can make it stand out and draw more interest to the image as a whole. ‍ Color is a powerful tool you have at your disposal. And the better you understand its effects, the more power you have to yield it in whichever way your desire. And if you're interested in learning more, check this video on Color Pyschology & Branding and this video on how Color Psychology Influences Consumer Behavior.
Would you like to multiply your product sales and boost your brand? The ClickThrough offers 30+ background colors that can enhance your brand recognition, make your product pop during a specific season, or set the mood for your next marketing campaign. We can work together on a visual strategy that will improve your visual appearance on multiple media channels. Connect with us at contact@theclickthrough.com.

October 5, 2020
Image: Behind the scenes at our first photo shoot, summer 2020.
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At The ClickThrough, we're wildly in love with all things visual: photography, art, fashion, design, architecture, interior design...and we're kind of getting into TikTok too... Anyway, when it comes to your images, we're on it. Obsessively so. Check out our blog post on The Power of an Image (And How to Create One) to learn some tips on finding your inspiration.

Our mission is to empower your brand to grow your business by providing exceptional photography. We're here for you. Whether you're launching a new collection, need some updated professional images, or some fresh creative shots for social media, we've got you covered. If you're ready to try it out, we'll review your business goals and your content needs together in a complimentary consultation with our team, where we'll offer a suggested introductory package. Then, you simply mail in your products and one of our professional photographers will make the magic happen, totally remotely. We are priced by the image so YOU decide what you buy: make a small investment now to test it out, and if you like what you see, come back for more any time.

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