How To Design Amazon Product Images That Make People Buy (A LOT!)

How To Design Amazon Product Images That Make People BUY

Hi there!

Vova Even here, and welcome to my Amazon FBA blog.

Today, I want to tackle a crucial topic that can significantly impact your sales: designing Amazon product images that make people buy.

Have you ever wondered how to create captivating images that turn mere browsers into enthusiastic buyers?

Well, you're in luck!

In this article, I'll share some invaluable insights on this subject to help you boost your sales on Amazon.

To dive right into it, I have a special guest with me today—Ian Bower, the owner of Graphic Rhythm.

Graphic Rhythm is an agency that specializes in creating various designs and imagery for Amazon sellers and internet businesses.

Here's something really cool that Ian and his team offered to the readers of my blog.

Want to watch the article as a video? Check it out below:

Another post with Ian is about 3 tips for stunning Amazon listing images.

Now, let's get started and learn from Ian's expertise!

Who is Ian Bower?

Ian Bower is the owner of Graphic Rhythm, an agency that specializes in creating various designs and imagery.

Interestingly, Ian's journey began as an Amazon seller about seven years ago.

Like many others, he started with retail arbitrage but quickly realized it wasn't the right path for him.

Over the years, Ian ventured into different areas, primarily focusing on a wholesale model where he purchases products from brand owners and sells them on Amazon.

As Ian explored the world of Amazon selling, he also dabbled in private label and brand management.

It was during this time that the concept of Graphic Rhythm began to take shape.

Ian hired a graphic designer for his own Amazon seller business, and together, they started creating exceptional Amazon images.

As part of the Amazon seller community, Ian's entrepreneurial friends began noticing the quality of his designs and expressed interest in availing his designer's services.

This experience led Ian to a profound realization—he may not be a graphic designer himself, but he possessed a unique understanding of the struggles business owners face when working with designers.

Communication breakdowns and misunderstandings often plagued the design process, leading to unsatisfactory results.

Ian's role became that of a facilitator, helping clients provide clear and effective feedback to designers, ultimately leading to improved outcomes.

With this newfound understanding, Graphic Rhythm evolved into more than just an agency creating images.

They embarked on a mission to educate both clients and designers on effective collaboration.

Ian and his team developed strategies to help clients work seamlessly with designers while teaching designers how to manage expectations and deliver outstanding results.

Over the years, Graphic Rhythm expanded its services beyond gallery images, now offering solutions for Amazon storefronts, posts, logos, inserts, packaging, and more.

Their goal has always been to provide a one-click solution, streamlining the design process for clients.

Rather than going through multiple rounds of quotes, agreements, and timelines, Graphic Rhythm aims to simplify everything.

Clients can visit their website, click a button, and quickly get started on all their design needs.

Whether it's photography, copywriting, image sequencing, or art direction, Graphic Rhythm handles it all, ensuring a seamless experience.

I acknowledge the immense advantage of working with someone who has first-hand experience as an Amazon seller.

It brings a unique perspective to the table, understanding the challenges and requirements that sellers face.

Graphic Rhythm's expertise lies not only in creating visually appealing designs but also in simplifying the entire process of collaborating with a designer.

This article aims to assist sellers in transforming browsers into buyers, whether they choose to utilize Graphic Rhythm's services or tackle the design process themselves.

Now, with this background knowledge, let's delve into my interview with Ian.

I will present the information in a dialog format to enhance your understanding.

The goal is to extract valuable insights that will help sellers optimize their Amazon product images and boost their conversions.

Vova: Welcome again, Ian! It's fantastic to have you here.

Your experience as a seller gives you a deep understanding of what sellers go through, which I believe is a significant advantage.

Many design agencies may create great stuff, but they lack that personal seller experience.

It's truly valuable that you bring that expertise to the table.

You started by working with a graphic designer in-house, and then friends started reaching out to you, which eventually led to the birth of Graphic Rhythm.

You simplified the process of communicating with a designer, which is often a time-consuming back-and-forth affair.

We'll provide a link to your website in the description for our viewers.

Based on your extensive experience, I have some questions for you.

Are you ready to dive in?

Ian: Absolutely, let's do it!

The Biggest Mistake Private Label Sellers Make With Their Listing Images

Vova: So let's start with the first question.

We all make mistakes, right?

So what, in your opinion, is the biggest mistake private label sellers make with their listing images?

Ian: Well, I would say the number one mistake I see is when private label sellers either rely solely on the manufacturer's photos or underestimate the importance of their own photography.

Many sellers think that once they have some pictures, they're good to go. But I strongly advise against that approach.

At the very least, have your own photography done. It sets you apart from the competition right from the start.

If you're using the same main image as everyone else who sourced from the same manufacturer, why would customers have a reason to click on your listing?

Having your own unique photography is a market differentiator.

But that's just the beginning.

What sellers really need to do is shift their mindset and start thinking of their Amazon images as advertisements.

It's a whole different ball game when you make that shift.

You need to understand that the title and bullets are about driving keyword optimization and showing up in search results.

However, your main image and title are the real drivers for getting that initial click.

But when it comes to actually getting customers to buy and check out, your images play a crucial role. They can either make or break the sale.

Vova: That's a fascinating perspective.

So you're saying that sellers should treat their Amazon images as advertisements?

They should realize that customers have questions, expectations, and things they need to know.

By answering all of those aspects in their gallery images, sellers can provide a compelling reason for customers to choose their products.

It's like playing an elimination game, where customers are looking for the most appealing option among multiple tabs open on their screens.

Ian: Exactly!

If you want to make it into that final round and win the customer's attention, you have to say something interesting through your images.

That's why the biggest mistake I see is a fundamental misunderstanding of what those images should be and what they should do.

Sellers often just use the basic images provided by the supplier, which are rarely of high quality.

They fail to see the images as powerful advertisements for their products.

When sellers shift their perspective and realize the potential impact of their images, they can address the questions and needs of customers who are skimming through listings.

By presenting a compelling solution to their problems, sellers increase their chances of winning in the elimination game.

Vova: I completely agree with you, Ian.

Many listings lack that extra effort and fail to answer the buyers' questions or provide valuable information.

It's interesting that you mentioned treating the images as advertisements, as that can truly make a difference.

And it's amusing that, despite being an Amazon seller yourself, you don't buy on Amazon.

But your insights definitely align with the strategies that can help sellers excel in the competitive Amazon marketplace.

Ian: Absolutely, Vova.

It's all about presenting something great through your images.

If you want to win the elimination game and capture customers' attention, your images need to be compelling and informative.

They should go beyond just showcasing the product itself.

By treating your images as powerful advertisements and addressing customers' needs, you set yourself apart and increase your chances of success.

Vova: That's an excellent point, Ian.

Sellers need to step up their image game and use them as a way to engage and convince customers.

It's all about providing value and standing out from the competition.

Thank you for sharing your insights on the biggest mistake private label sellers make with their listing images.

Ian: You're welcome, Vova.

It was a pleasure discussing this important topic with you.

Why Imagery is Important

Vova: So, Ian, why is imagery important?

Why does it hold such significance?

Ian: Well, Vova, imagery has always played a crucial role in our visual society, but its importance has grown even more in recent years.

Just look at the rise of popular social networks like Instagram, Pinterest, and TikTok, which heavily rely on visual content.

And guess what?

Amazon is following suit and optimizing its platform for video.

Video is the next big thing when it comes to Amazon.

However, even in terms of imagery, Amazon is doubling down.

They have expanded beyond gallery images to include A+ content, brand storefronts, and Amazon posts.

They understand that people are more inclined to view and browse rather than read.

They want clickable and easily digestible content.

Vova: That makes a lot of sense.

Amazon is increasingly focusing on visuals because they know that customers prefer browsing and viewing over reading lengthy descriptions.

Images allow sellers to quickly communicate essential information about their products, brand, or mission.

It's all about making it easy for customers to understand and engage with the content.

And it's not just limited to Amazon.

Whether you have an off-Amazon e-commerce store, use platforms like Shopify, or employ tools like ManyChat flows with Facebook ads, the importance of clickable imagery remains consistent.

It's that initial visual that grabs the attention and entices customers to explore further.

P.S. – Here's my playlist of ManyChat Full Tutorials.

Explore it and learn how to use your Facebook Messenger bot in the best way possible.

Ian: Exactly, Vova! Imagery is paramount in conveying significant ideas as simply and quickly as possible.

We live in a world with short attention spans, and they're only getting shorter due to the constant bombardment of advertisements and information.

To stand out, we need to captivate customers with three images that convey the solution to their problem while adding a unique twist.

Imagery has become an essential part of effective communication because people are more drawn to visuals and videos than extensive text.

The expansion of Amazon's visual features, like Amazon posts and plus content, only emphasizes this trend.

Vova: Absolutely, Ian. Our attention spans have become shorter, and people are accustomed to scrolling through fast-paced feeds.

That's why it's crucial to leverage imagery and video to quickly and effectively convey the message.

By creating visually appealing and emotionally engaging content, sellers can connect with their audience on a deeper level and increase their chances of making a sale.

Ian: Precisely! The shift towards imagery and video content is a response to the changing consumer behavior and preferences.

It allows sellers to tap into customers' emotions and create a stronger connection.

As the saying goes, "A picture is worth a thousand words." By utilizing imagery effectively, sellers can tell a compelling story, showcase their products, and ultimately drive more sales.

Vova: You hit the nail on the head, Ian. Imagery is the key to capturing customers' attention, conveying important information, and evoking emotions.

It's fascinating how the landscape has shifted, and we need to adapt to these visual-driven platforms to thrive in the e-commerce world.

Ian: Absolutely, Vova. The power of imagery extends far beyond Amazon.

Whether it's through ManyChat flows, Facebook ads, or any other marketing channel, a strong visual presence can make a world of difference in engaging and converting customers.

Vova: Thank you for sharing your insights on the importance of imagery, Ian.

It's clear that visual content is the way forward in this increasingly visual society.

Ian: You're welcome, Vova. It was, again, a pleasure discussing this topic with you.

Visual content truly has the power to make a significant impact on businesses and customers alike.

The Best Approach for Imagery on Amazon

Vova: Ian, what's the best approach for imagery on Amazon?

Since most of us here are Amazon sellers, I'd love to hear your insights specifically for Amazon.

Ian: Absolutely, Vova.

As a copywriter and marketer, I've approached Amazon imagery with a conversion copywriting mindset.

The first question you need to ask yourself is: What is the consumer's stage of awareness in their buying journey?

Amazon is not like Google, where people search for specific problems like "back pain remedies."

On Amazon, people are generally product-aware.

They know what they want, like "lumbar support," and they're looking for the right product to fulfill their needs.

Vova: That makes sense.

So, we need to consider the consumer's awareness level when creating Amazon imagery.

Could you provide an example to illustrate this concept?

Ian: Of course!

Let me share an example from my personal experience.

Yesterday, I went for a bike ride with my kids, and I realized that our old bike rack was not up to par.

So, I turned to Google and searched for "best bike racks."

That's when I stumbled upon the keyword "platform bike racks."

I immediately knew that's what I wanted, so I headed over to Amazon to explore further.

Vova: I see.

So, at that moment, you were solution-aware but still in the early stages of understanding the features and brands available.

How did the images on the Amazon listings affect your decision-making process?

Ian: Exactly, Vova. When I landed on the Amazon page and searched for "platform bike racks," I was a solution-aware prospect.

The images that greeted me needed to showcase the unique selling propositions of the brands.

That's why we always emphasize starting with your unique selling proposition as the main image.

Image number two should also highlight what sets your product apart from others.

Now, I know I'm talking a lot about copywriting even though we're a design agency.

But to us, copywriting and design go hand in hand.

Our design standards prioritize prominent words in the image.

It's the combination of copy and design that creates an impactful visual.

Vova: That's fascinating.

So, the main image should clearly convey the unique selling proposition, and subsequent images can focus on features and benefits to further engage the customer.

Is there anything else we should consider?

Ian: Absolutely.

One crucial aspect we optimize for is customer transformation.

Your product exists to help customers transition from an undesirable state to a desirable one.

In my case, I wanted to move from being a dad who dreads bike rides because of a clunky bike rack to becoming a "hero dad" who eagerly goes on bike rides with his kids.

Your images should reflect and convey the desired transformation your product offers, capturing the customers' imagination and motivating them to take action.

Vova: That sounds great!

So, if we can illustrate that transformation through our imagery, it becomes engaging and exciting for customers.

How can we achieve that?

Ian: Absolutely, Vova!

You can illustrate the transformation by using a "carrot or stick" approach.

For example, you could say something like, "Going for a bike ride is no longer a drag" or "Be your kid's hero! Going for a bike ride is fun and fast!"

These statements convey the positive change your product brings.

As you delve deeper into the images, you'll transition to transformative images.

Vova: I see. So, the imagery should answer a few crucial questions. Can you explain that further?

Ian: Of course!

We follow an approach where we ask ourselves, "What do people love? What do people hate? And what are people confused about?"

To answer these questions, we dive into the voice of consumer data, primarily through reviews of your own or competitor's products.

By understanding what customers love and hate, we can create images that play on these emotions and position your product as the solution.

Additionally, we consider what people are confused about, and here's a hidden gem—Amazon's question and answer section.

Imagine if you could answer those questions within your images.

Customers would already have the answers they seek, making them more likely to become buyers.

Mining the question and answer section is a fantastic way to boost conversions.

Vova: That's a brilliant insight, Ian.

Utilizing the question and answer section can provide valuable information and increase conversions.

So, after the gallery images, what comes next in the customer's decision-making process?

Ian: Great question!

At the gallery images stage, customers are looking for expected features.

They want to ensure that the product meets their expectations.

For example, in my bike rack case, I expected it to fold back and allow trunk access.

If I don't see that feature clearly highlighted, I'll move on to other options.

This stage helps narrow down the choices.

The final step is the A+ content section, where customers delve into the nitty-gritty details.

They want to know if the product fits their hitch, if there are replaceable parts, or what size bikes it accommodates.

This deep funnel information is crucial.

By understanding the market's stage of awareness and optimizing your images accordingly, you address all the important points customers need at each moment, leading to higher conversions and ultimately winning the sale.

Vova: That's a comprehensive approach, Ian.

I must say, this seems much easier and more enjoyable than I initially thought.

So, if I understand correctly, we need to illustrate the transformation through our imagery.

We can use either a positive or negative approach, like saying going for a bike ride is no longer a drag or being your kid's hero, making it fun and fast. Is that right?

Ian: Absolutely, Vova!

You've got it.

By showcasing the transformation in your imagery, you capture customers' attention and motivate them to take action.

Whether you choose to highlight the positive aspects or address the negative ones, it's about creating a strong visual impact that resonates with your audience.

Vova: That makes perfect sense.

To further enhance the impact of our imagery, you mentioned the importance of addressing specific questions.

Can you elaborate on that?

Ian: Certainly, Vova.

Our approach involves understanding what people love, what they hate, and what confuses them.

To gather this information, we analyze consumer reviews, both of your own product and your competitors' products.

By identifying the positive and negative aspects, we can craft images that highlight the benefits and position your product as the solution.

Additionally, we shouldn't overlook the treasure trove of the question and answer section on Amazon.

Imagine if you could answer those questions through your images.

Customers would already have the answers they need, making them more likely to make a purchase.

This approach helps increase conversions and create a better customer experience.

Vova: That's a brilliant insight, Ian.

Leveraging the question-and-answer section on Amazon provides a unique opportunity to address customer concerns directly.

It's all about delivering the information they seek to facilitate their decision-making process.

Ian: Exactly, Vova!

By incorporating these insights into your gallery images, you cater to customers in a specific stage of awareness.

This stage comes after narrowing down the options to their top three or four choices.

At this point, customers want to ensure that the product has the expected features they are looking for.

For instance, in your bike rack case, customers expect it to fold back and allow trunk access.

If this feature isn't clearly shown, they might move on to other options.

Therefore, it's crucial to highlight these expected features in your imagery to reassure potential buyers.

Vova: I see the importance of addressing customers' expectations through imagery.

It's about building confidence in your product and meeting their specific needs.

What comes after the gallery images?

Ian: After the gallery images, we move on to the A+ content section.

Here, customers dive deeper into the specifics of the product.

 They want to know if it fits their car's hitch, if there are replaceable parts, or what size bikes it can accommodate.

This is where you provide detailed information that answers these questions and addresses their concerns.

It's the final stage of the funnel, where customers are looking for that extra level of assurance before making a purchase.

Vova: I understand. 

The A+ content section allows you to provide in-depth information and cater to customers who are in the final stages of their decision-making process.

It's about showcasing your product's features and addressing any remaining doubts they may have.

Ian: Precisely, Vova!

By aligning your imagery with the customer's market stage of awareness, you ensure that you're delivering the right information at the right time.

It's a strategic approach that increases the chances of winning conversions and earning the trust of your customers.

Vova: Thank you, Ian, for sharing these valuable insights on the best approaches for imagery on Amazon.

It's clear that by strategically crafting images that reflect the desired transformation, addressing customer concerns, and matching messaging with the market stage of awareness, we can create a compelling visual narrative that drives sales.

Ian: You're absolutely right, Vova!

By following these approaches and optimizing your imagery accordingly, you'll be able to connect with your customers effectively, stand out from the competition, and ultimately achieve success on Amazon.

Vova: Let me just recap what we've discussed so far.

You've shared a really cool approach to understanding the stage of awareness of people browsing through Amazon.

I think it's important for viewers to delve into the concept of levels of awareness, especially in connection with copywriting.

Am I right?

Ian: Absolutely, Vova!

It's crucial to grasp the different levels of awareness when it comes to understanding the mindset of potential customers.

It helps us tailor our messaging effectively.

By familiarizing yourself with the stages of awareness for someone searching on Google, you can gain a deeper understanding of their needs and motivations.

For example, someone experiencing back pain may be aware of their condition but might be specifically focused on a disc-related issue.

In such cases, they would be looking for a product that addresses that particular problem, like a traction device.

Vova: That makes sense.

So, once someone clicks on a product that caters to their specific problem, you mentioned that the first image after the main one should highlight the unique selling proposition (USP) of the product.

This is where we showcase what sets our product apart and how it solves that specific problem.

Am I understanding correctly?

Ian: Exactly, Vova!

The first image after the main one is a prime opportunity to capture the customer's attention and communicate the unique aspects of your product.

By highlighting the USP, which could be innovative features or a fresh approach to solving their problem, you differentiate yourself from the competition and establish your product as the solution they've been searching for.

Vova: I see.

And as we proceed through the listing and A+ content, we want to demonstrate the transformation our product can bring about.

For example, if someone's struggle is getting out of bed due to back pain, we want to show them going from that difficulty to a place where they can stand up comfortably.

Is that what we aim to achieve?

Ian: Absolutely, Vova!

The journey of transformation is crucial to showcase.

We want to guide customers from their current pain points to a desirable outcome.

By visually representing this transformation, we tap into their emotions and desires, helping them envision the positive impact our product can have on their lives.

It's all about making that emotional connection and painting a compelling picture of what life could be like with our solution.

Vova: That's powerful.

So, it's not just about presenting the overall benefits, but also diving into the nitty-gritty details of how the product works.

For example, with the back traction device, we might show where it needs to be placed on the back.

Similarly, with the bike rack, we would highlight its key features.

Did I capture that correctly?

Ian: Absolutely, Vova!

In addition to showcasing the overall benefits, it's essential to provide specific details about how the product works.

This helps customers understand the functionality and usage of the product.

Whether it's demonstrating the proper placement for the back traction device or highlighting the key features of the bike rack, the goal is to leave no questions unanswered and ensure that customers have a clear understanding of what they can expect.

Vova: I love the attention to detail, Ian.

And you mentioned leveraging the question-and-answer section to cover any potential concerns or issues.

By addressing these proactively, we can instill confidence in customers that we understand their needs.

Is that correct?

Ian: Absolutely, Vova!

The question and answer section is a goldmine of information.

By analyzing it, we can identify the common questions and concerns customers have and address them proactively in our imagery.

This not only builds trust but also positions us as a brand that truly understands and caters to our customer's needs.

It's about going the extra mile to ensure that we've covered everything they might ask or any problem they might encounter.

Vova: That's brilliant, Ian!

I love how you also incorporate the voice of the consumer in the copywriting process.

Taking positive reviews and using their words in the imagery is a fantastic strategy.

It creates what you call an "echoing" effect, where customers see the headline in the image and then come across a review that echoes the same sentiment.

It builds confidence and authority.

Did I get that right?

Ian: Absolutely, Vova! You've got it spot on.

By incorporating the voice of the consumer, specifically positive reviews, we create a powerful psychological trigger called echoing.

When customers see the headline in the image and then come across a review that reinforces the same message, it amplifies their confidence in the product and strengthens our brand's authority.

It's a subtle yet effective way to build trust and credibility.

Vova: That's truly valuable information, Ian. Your insights are like gold nuggets, and I appreciate them immensely.

I hope our audience finds them just as valuable.

If you're watching, please consider giving us a like to help us reach more people.

And if there's anything you dislike or think we can improve, please leave a comment with your feedback.

We're always eager to enhance our content and provide the best experience possible.

Ian: Thank you, Vova! I'm glad you find the information valuable, and I appreciate your support.

We're here to serve the audience and provide them with actionable insights.

Your feedback and engagement mean a lot to us, so please keep it coming.

We strive to continuously improve and deliver content that meets your needs.

Vova: Thank you once again, Ian. Your expertise and enthusiasm have been truly inspiring.

I'm excited to apply these strategies and create compelling imagery that drives conversions.

It's been a pleasure talking with you.

Ian: The pleasure is all mine, Vova. I'm thrilled to have been able to share my knowledge with you.

I wish you the best of luck in implementing these approaches and achieving great success with your Amazon listings.

Remember, you've got what it takes to make a lasting impact.

Vova: I appreciate your encouragement, Ian.

I'm ready to take action and make it happen.

Thank you for being an incredible resource.

Graphic Rhythm's Method for Creating Amazon Images

Vova: Ian, could you please explain the method that Graphic Rhythm uses to produce great Amazon images?

You mentioned some aspects earlier, but it would be great if you could walk us through the process in more detail.

Ian: Absolutely, Vova!

At Graphic Rhythm, we have a method called our Market Sync Process.

It's designed to synchronize your messaging, marketing, and market stage awareness.

Let me break it down for you.

The first step is to analyze the voice of the consumer data.

We look at what people love, hate, and are confused about regarding your product.

Then we move on to examining your product's features and benefits, as well as identifying your unique selling proposition (USP).

Vova: That sounds interesting, Ian. Could you elaborate on the concept of the unique selling proposition?

I'm sure our viewers would love to hear more about it.

Ian: Of course, Vova!

The unique selling proposition (USP) is crucial for private label sellers.

There are two camps when it comes to USPs.

The first camp involves conducting thorough keyword research, identifying a golden opportunity product, and optimizing it by addressing weaknesses or flaws in competitors' products.

If you're in this camp, it's essential to go beyond generic statements like "higher quality" and provide specific details that explain why your product is superior.

For example, you could highlight aspects like thickness, load strength, reinforced rubber, or special luxury materials.

It's about being clear and compelling.

Vova: That's an excellent point, Ian. It's important to delve deeper into the details and offer specific reasons why a product stands out.

What about sellers who choose a similar product without making any changes?

Ian: Good question, Vova! Even if you have a "me-too" product, you still need a unique selling proposition.

In this case, you can create one by identifying what your competitors are not saying and focusing on those aspects.

Let's take garlic presses as an example.

If none of your competitors mention the size of the holes in their listings, you can turn that into your unique selling proposition.

Simply highlight that your garlic press has holes specifically designed for maximum extraction without leaving big chunks of garlic.

By emphasizing what others overlook, you create a differentiating factor.

Vova: That's a great strategy, Ian! It's about finding those unique selling points, even in a saturated market.

I love how you brought up the idea of naming features with a catchy marketing name.

It adds an extra layer of perceived value.

For example, calling it "Sure Grip Technology" can make your product more memorable and appealing to customers.

Ian: Exactly, Vova! Naming features with catchy marketing names adds an extra element of appeal and exclusivity.

It creates a perception of something new and innovative.

Just like we did with our "Market Sync Process" at Graphic Rhythm, giving a unique name to a feature or process can make your product stand out.

It becomes something that sets you apart from the competition.

Vova: That's a valuable point, Ian.

Giving a memorable name to a feature can anchor your product in the minds of potential customers and increase its perceived value.

Thanks for sharing that tip.

Now, you mentioned earlier that you had more advice related to design.

Could you please share that with us?

Ian: Absolutely, Vova!

When it comes to design, I strongly recommend hiring a graphic designer unless you have the necessary skills yourself.

Graphic designers have the expertise to create visually appealing and professional-looking images.

It's an investment worth making to ensure your product is presented in the best possible light.

And remember, it doesn't have to be Graphic Rhythm specifically.

There are talented designers out there who can help bring your vision to life.

Vova: I completely agree, Ian.

Hiring a graphic designer can make a significant difference in the quality and effectiveness of your Amazon images.

Their expertise and creativity can elevate your product's visual presentation, capturing the attention of potential customers and increasing conversions.

It's definitely a wise investment.

Ian: Absolutely, Vova.

The goal of this conversation was to provide a comprehensive understanding of the elements that contribute to great Amazon images.

By implementing strategies such as analyzing the voice of the consumer, identifying a unique selling proposition, and utilizing the skills of a graphic designer, you can create compelling and persuasive visuals for your product listings.

Vova: Thank you for sharing your insights, Ian.

Your knowledge and enthusiasm have been truly valuable.

I'm sure our viewers have gained a lot from this discussion.

Ian: It's been my pleasure, Vova.

Examples of Graphic Rhythm Amazon Images

Vova: Ian, it would be great if you could show us some examples of the Amazon images that Graphic Rhythm has created.

It would help us understand what to look for and how to evaluate images.

Can you share your screen and walk us through a few examples?

Ian: Absolutely, Vova!

Let me bring up some images from our portfolio as a reference.

Alright, here we go.

These are just a few examples of our work.

When evaluating an image, one important aspect to consider is the visual hierarchy.

The designer should have intentionally crafted the image so that you focus on specific elements in a certain order.

For example, in the image below, your eyes are drawn to the main product right away, then you move on to the headline, and finally, you explore the rest of the image.

An intentional visual hierarchy guides the viewer's attention.

On the other hand, accidental visual hierarchy can lead to a different viewing experience than intended by the designer or copywriter.

Vova: That makes sense, Ian.

Visual hierarchy plays a crucial role in guiding the viewer's attention and ensuring the elements of the image are presented in a deliberate order.

It helps create a clear and engaging visual flow.

What else should we consider when evaluating Amazon images?

Ian: Another important factor is ensuring that the image is copy-forward.

This means that the words in the image are easy to read, access, and digest.

Sometimes, designers tend to prioritize the design itself, but it's essential to ensure that the text is easily comprehensible.

Let me show you an example from our portfolio.

In the image, we have a visually engaging gift concept with attractive flowers.

The visual hierarchy is designed to draw attention to the appealing gift and then guide the viewer to read the copy below.

Vova: I see, Ian. It's crucial to strike a balance between visual appeal and readability.

The words should be easily accessible and digestible, complementing the design without overwhelming it.

By creating a visually engaging image with a clear visual hierarchy, you can effectively convey your message to potential customers.

What other considerations should we keep in mind?

Ian: Another aspect we emphasize is ensuring that the design is more than the sum of its parts.

Unnecessary decoration or excessive design can be distracting and divert attention from the essential elements.

The ideal design should be like an invisible force that supports and enhances the message rather than overpowering it.

Let me also mention a technique called comparative marketing.

Although Amazon doesn't favor naming competitors or directly mentioning them in the images, there are creative ways to showcase comparative information.

For example, using checkmarks and X's or a table format with clear differentiators can convey the message effectively without violating Amazon's guidelines.

Vova: That's interesting, Ian.

It's essential to strike a balance between adhering to Amazon's guidelines and finding creative ways to highlight comparative advantages.

By using visual cues like checkmarks or tables, sellers can communicate the unique value of their product without directly naming competitors.

It's a clever approach to differentiate themselves within the boundaries set by Amazon.

Is there anything else you'd like to share regarding Graphic Rhythm's work?

Ian: Certainly, Vova!

I'd like to showcase some examples of A+ content.

A+ content provides an opportunity to go beyond the limitations of standard product images.

By getting creative with A+ content, you can create visually captivating layouts.

Let me show you an example.

The image you see below is the giant banner provided by Amazon for A+ content.

However, we've designed it in a way that gives the illusion of separate elements.

The use of a white background helps make each element stand out, creating a dynamic and visually interesting composition.

Vova: That's impressive, Ian!

A+ content allows sellers to showcase their products in a more elaborate and visually appealing manner.

By leveraging the available space creatively, you can create an engaging layout that captures the viewer's attention.

Your example clearly demonstrates how you can maximize the impact of A+ content while working within the given framework.

Thank you for sharing these insights, Ian.

Your portfolio examples have been both informative and visually stunning.

Ian: Thank you, Vova!

It's been a pleasure discussing Graphic Rhythm's work with you.

I hope our conversation has provided valuable insights for our viewers.

Creating compelling and effective Amazon images requires attention to visual hierarchy, copy-forward design, and ensuring that the design enhances the overall message.

By understanding these elements and working with skilled graphic designers, sellers can create impactful visuals that resonate with their target audience.

Vova: I couldn't agree more, Ian.

Your expertise and passion for design are truly inspiring.

I'm confident that our viewers have gained valuable knowledge from our discussion.

Thank you for sharing your insights on creating outstanding Amazon images.

What Mistakes Do Sellers Make When Working With Designers?

Vova: Ian, let's talk about the mistakes that sellers often make when working with designers.

Sometimes, sellers may find themselves wasting unnecessary time in the design process.

Can you shed some light on the common mistakes you've observed?

Ian: Absolutely, Vova.

One of the most common mistakes I see is when sellers, who are not designers themselves, try to provide specific design direction.

While it may seem natural for business owners, who tend to be assertive and detail-oriented, to dive into specific design instructions, it can actually hinder the process.

Let me explain the difference between good and bad design direction with an example.

Vova: That would be helpful, Ian.

Understanding the distinction between effective and ineffective design direction is crucial.

Please go ahead.

Ian: Sure.

Let's say you don't like something in the design, and you start giving super specific design directions like "Move this element down here" or "Reduce the shadows on this side."

This kind of specific direction may seem detailed, but the problem is that your ideas may not align with good design principles since you're not a designer.

I'm the same way, Vova.

I always tell my design team to disregard specific design directions from me and do whatever they feel is best.

Vova: That's an interesting perspective, Ian.

So, it's important to recognize that as non-designers, our specific design ideas may not be the most effective.

It's better to take a different approach.

Could you elaborate on what sellers should do instead?

Ian: Certainly, Vova.

When working with a designer, it's more constructive to focus on expressing your goals and expectations rather than giving specific design instructions.

Instead of saying "Move this here" or "Change that color," it's better to convey what you want to achieve.

For example, you can mention that a certain element feels too dark and ask if it can be made lighter.

If something appears too cluttered, you can ask if there's a way to simplify it.

By discussing the goals and desired outcomes, you allow the designer to synthesize your feedback and leverage their skills and knowledge to accomplish those goals.

Vova: I see, Ian.

So, rather than micro-managing the design process with specific instructions, it's more effective to communicate in broader terms and focus on the desired goals.

This way, the designer can better understand your intentions and use their expertise to achieve those goals.

It's about giving them the freedom to apply their skills while aligning with your overall vision.

Is that correct?

Ian: Absolutely, Vova!

You've summarized it perfectly.

When you provide general feedback and focus on the goals you want to accomplish, it allows the designer to exercise their creative problem-solving abilities within a design context.

It's crucial to avoid being locked into a cycle where the designer feels compelled to follow every specific instruction, even if it may not yield the desired results.

By embracing a more collaborative and goal-oriented approach, both you and the designer can work together more effectively.

Vova: That's excellent advice, Ian.

By fostering open communication and emphasizing the desired goals rather than specific design instructions, sellers can establish a productive working relationship with their designers.

It allows for creative freedom while ensuring that the end result aligns with the intended objectives.

Thank you for sharing this valuable insight.

How to Get Better Results When Working With Designers?

Vova: Ian, I'd like to explore another question.

How can sellers get better results when working with designers?

I know we touched on this earlier, but could you provide some specific tips to help sellers in this regard?

Ian: Absolutely, Vova.

If you're working directly with a designer, I highly recommend following the approach we discussed earlier.

However, there's another valuable perspective to consider, which I like to call "poisoning the well" of creativity.

Essentially, it means avoiding actions that could hinder the designer's creative process and make them hesitant to do what's best for your project.

You want the designer to feel empowered as the art director, while you take on the role of the client and provide constructive feedback.

Vova: That's an interesting concept, Ian.

By allowing the designer to have creative freedom and trust their expertise, sellers can avoid inadvertently stifling their creativity and hindering the design process.

It's about maintaining a balance and fostering a collaborative relationship.

Is that correct?

Ian: Absolutely, Vova!

You've captured it perfectly.

By avoiding the urge to micromanage and controlling every aspect of the design, sellers can create an environment where designers feel supported and free to bring their creative ideas to the table.

As a seller, it's crucial to focus on providing feedback and guidance while allowing the designer to exercise their skills and artistic vision.

This approach will undoubtedly yield better results.

Vova: I see the importance of establishing that balance, Ian.

By stepping back and allowing designers to take the lead in their areas of expertise, sellers can tap into the full potential of the designer's creativity.

It's about embracing the roles of client and designer, understanding each other's strengths, and working collaboratively towards a shared goal.

Thank you for highlighting this valuable aspect.

The Role of Visual Identity in e-Commerce and Amazon

Vova: Let's dive deeper into the role of visual identity in e-commerce and specifically on Amazon.

Why is it so important, and what benefits does it bring to sellers?

Ian: Great question, Vova!

Visual identity plays a crucial role in establishing your brand's presence and attracting customers in the competitive world of e-commerce.

It encompasses everything that represents your brand visually, from your logo and colors to typography, imagery, and even the way you present yourself.

Visual identity is like your brand's outfit, and it has a significant impact on how customers perceive your business.

Vova: That makes sense, Ian.

So, why does visual identity matter so much?

What advantages does it offer to sellers?

Ian: Visual identity matters because it builds consumer confidence and positions your brand as a trustworthy and professional choice.

Numerous studies have shown that consumers are more inclined to shop with brands that have a strong visual identity.

For example, Adobe conducted a study called "The State of Create" in 2017, which revealed that approximately 70% of consumers are more willing to shop with a design-forward brand than one that lacks visual appeal.

This means that by investing in your visual identity, you can increase consumer confidence and attract more customers to your brand.

Vova: That's fascinating, Ian.

It seems that a well-crafted visual identity can make a significant difference in attracting customers.

Can you give me an example of how visual identity impacts consumer behavior?

Ian: Certainly, Vova.

Think about your own experiences as a consumer.

When you interact with brands, you're more likely to choose those that have a polished and professional appearance.

It gives you a sense of confidence and trust.

Just like when you go out to eat, you're more likely to choose a restaurant that looks clean, organized, and has appealing decor.

The same principle applies to e-commerce.

By presenting your brand with a strong visual identity, you create a positive impression and build trust with potential customers.

Vova: I see how visual identity can influence consumer behavior.

In the past, I would have advised new sellers to focus less on visual identity and invest more in other areas.

Has your perspective changed on this?

Ian: Absolutely, Vova.

In the past, I may have advised new sellers to prioritize other aspects of their business over visual identity.

However, I now realize the power of what I call "hacking authority."

By investing in a well-developed visual identity from the beginning, you can position yourself as a larger and more established brand.

This can have a profound impact on consumer perception and boost your authority in the market.

Vova: That's an interesting concept, Ian.

So, by creating a strong visual identity, even as a new seller, you can present yourself as a well-established brand.

How does this benefit sellers, especially in the context of e-commerce and platforms like Amazon?

Ian: Excellent question, Vova.

On platforms like Amazon, where customers often rely solely on online interactions to assess brands, visual identity becomes even more crucial.

For instance, if a customer wants to learn more about your brand and visits your website, they expect to see a well-polished and comprehensive online presence.

If your website is poorly designed or lacks information, it can raise doubts and undermine consumer confidence.

On the other hand, if you have invested in your visual identity, including your website, packaging, and overall brand experience, it will greatly enhance customer confidence and trust in your brand.

Vova: I understand the importance of visual identity on platforms like Amazon.

What about packaging? Does visual identity play a role there as well?

Ian: Absolutely, Vova.

Packaging is an excellent opportunity to showcase your brand's visual identity and engage with customers.

Unlike physical stores, where products are displayed on shelves, e-commerce sellers can optimize their packaging for the online shopping experience.

You can design packaging that creates a memorable unboxing experience and includes well-designed inserts, instructions, and other elements.

By investing in visually appealing and well-designed packaging, you can strengthen your brand's identity and create a lasting impression on customers.

Vova: It seems that visual identity extends beyond just the digital realm and can have a significant impact on the overall customer experience.

Does building a strong visual identity have any long-term benefits for sellers?

Ian: Absolutely, Vova.

Building a strong visual identity is not only about attracting customers in the short term but also about establishing a brand that stands out in the long run.

By consistently presenting your brand with a strong visual identity and delivering a great product experience, you can build brand loyalty and foster repeat customers.

When customers perceive your brand as professional, trustworthy, and visually appealing, they are more likely to choose your products over competitors, even if they offer similar items.

It's all about creating a positive and memorable experience for customers.

Vova: I can see how visual identity plays a significant role in building a successful e-commerce business.

By investing in a well-crafted visual identity, sellers can establish themselves as trusted brands, increase customer confidence, and create a lasting impression.

Thank you for sharing your insights, Ian!

Ian: You're welcome, Vova!

Visual identity truly is a powerful tool for sellers in the e-commerce world.

By harnessing its potential, sellers can elevate their brands, connect with customers on a deeper level, and ultimately achieve greater success.

Remember, it's not just about selling products; it's about building a brand that resonates with customers and creates a positive experience from the moment they encounter your brand.

Tips for Amazon Posts

Vova: Before we wrap it up, Ian, you mentioned something about Amazon posts.

Could you share some insights and tips on how to make the most of them?

Ian: Absolutely, Vova!

Amazon posts are a fantastic feature, and the best part is, it's completely free to use (for now).

For brand-registered sellers, it's like having your own social media platform within Amazon.

Currently available only on mobile, Amazon posts appear as social media-style content when you scroll down on a competitor's listing.

It's like a post with a catchy caption, and when customers click on it, they're directed to the linked product.

Vova: That sounds interesting, Ian.

So, it's essentially free advertising on Amazon.

Do you have any tips for maximizing the impact of Amazon posts?

Ian: Definitely, Vova!

Amazon posts present a great opportunity to showcase engaging content and grab attention.

However, navigating Amazon's guidelines can be a bit tricky.

Amazon doesn't provide clear explanations for its rules and restrictions, but we've been working hard to figure out the best strategies.

One challenge is determining which images will be accepted by Amazon.

Some sellers have even posted stock images unrelated to their products, and Amazon has allowed it.

So, it's about finding a balance between engaging content and what Amazon approves.

Vova: I see, Ian.

It's important to create captivating posts while also adhering to Amazon's guidelines.

Can you give us an overview of the benefits of using Amazon posts?

Ian: Absolutely, Vova.

Amazon posts offer numerous benefits.

First and foremost, they provide free advertising for your brand.

They help you increase visibility by appearing on your competitors' listings, allowing you to capture the attention of potential customers.

Additionally, these posts are an excellent way to drive traffic to your products.

While clicking on a post doesn't take customers directly to the product, it gives them the option to "show more" and explore further.

This gives you an opportunity to showcase multiple products or direct them to your store.

Vova: That's insightful, Ian.

It seems like a valuable tool for increasing brand exposure and driving traffic to your products.

Do you have any final thoughts or suggestions?

Ian: Absolutely, Vova.

I appreciate the opportunity to share these insights.

I'd like to mention that Amazon posts are currently available only for registered brands.

However, the process of getting your brand registered has become faster and more accessible.

So, if you're a brand owner, I highly recommend checking out Amazon posts and exploring how they can benefit your business.

And as for anyone watching, if you need assistance, feel free to reach out to our agency.

We're here to help sellers succeed on Amazon and turn their dreams into reality.

Vova: That's great to know, Ian.

Thank you for your time and for sharing these valuable tips.

I've learned a lot today, and I'm sure our viewers have too.

Ian: You're welcome, Vova!

I'm glad I could provide valuable information.

If you ever need more insights or want to collaborate again, feel free to reach out.

Together, we can help people achieve success on Amazon and build the lives they've always dreamed of.

Vova: Thank you once again, Ian.

I truly appreciate your time and expertise.

Let's continue making a positive impact in the Amazon selling community.

Ian: Absolutely, Vova.

Thank you, and let's keep empowering sellers to reach their goals.

Winding Up the Imagery Talk

So, that's a wrap-up of our conversation.

We've covered a lot of ground, exploring strategies to create eye-catching product images, build a strong brand presence, and take advantage of free advertising opportunities on Amazon.

I hope you've found these insights valuable and actionable.

I also welcome you to grab Ian's free offer for super-converting images.

Remember, investing in high-quality design and presenting yourself as an established brand can significantly impact customer confidence and drive conversions.

Thank you for reading, and best wishes for your success on Amazon!

Best,

Vova :)