In the world of eCommerce, there’s more to selling products than just showcasing them on a website. To truly capture a customer’s attention and create a connection, you need to tell a story. Storytelling in eCommerce involves using design, photos, and videos to evoke emotions, create a sense of brand identity, and ultimately sell products. In this article, we’ll explore how to use design, photos, and videos to tell a story in eCommerce.
Designing Your eCommerce Website for Storytelling
Your eCommerce website’s design is crucial for telling your brand story. It’s the first thing a customer sees when they visit your site, and it sets the tone for their entire shopping experience. To use design effectively for storytelling, consider the following:
Choosing the Right Colour Scheme for Your Brand Story
Colours can evoke emotions and create a sense of identity. For example, if you’re selling outdoor gear, earthy tones like green and brown can create a sense of adventure and nature. You can use this colour scheme on your eCommerce platform to convey this sense of outdoors and adventure to users once they enter to your website. This will help you stand out from the dozen other businesses that use simple white background designs and templates that developers copy-paste for their clients. Alternatively, if you’re selling luxury products, a black and gold colour scheme can create a sense of sophistication and exclusivity.
Crafting a Narrative with Typography
Typography can help create a narrative on your website. Choose fonts that reflect your brand identity and use them consistently throughout your website. Consider using larger font sizes for important messages to draw attention to them. For example, if you’re selling products that are eco-friendly, using a handwritten font can create a sense of authenticity and care.
Creating a Consistent Brand Voice
Your brand voice should be consistent throughout your website. If you are targeting a specific target audience, stick with your messaging and advertising style. Don’t try to change it to expand your circle. This helps create a cohesive brand identity and makes it easier for customers to connect with your brand. Consider what tone of voice best represents your brand and use it consistently throughout your website. For example, Wildflower Cases is a fashion iPhone case retailer and they have always been focused on their high quality iPhone cases that they promote through influencer marketing. Despite high demand, they’ve never tried expanding to clothing or diverting away from their strong focus on their brand.
Using Photos to Tell Your Product Story
Photos are a powerful storytelling tool in eCommerce. This is especially so since we’re in the age of social media marketing on platforms such as Pinterest, Instagram and even Tiktok. They allow customers to see your products in action and create a sense of desire. To use photos effectively for storytelling, consider the following:
Understanding the Power of Visuals in eCommerce
Visuals are processed 60,000 times faster than text, making them an essential tool for capturing a customer’s attention. Use high-quality images that showcase your products in the best possible light. Consider using lifestyle images that show your products in use, which can create a sense of aspiration and desire. For example, if you’re selling clothing, showing your products on models in real-life settings can create a sense of authenticity and style.
How to Shoot High-Quality Product Photos
Invest in high-quality photography equipment or hire a professional photographer to take your product photos. Use natural lighting to create a soft, flattering look. Consider the angles and backgrounds of your photos to create a cohesive look. For example, if you’re selling jewelry, using a plain white background can create a clean and sophisticated look.
Enhancing Product Photos with Editing Techniques
Editing techniques can help enhance your product photos and create a consistent look throughout your website. Use editing software to adjust the lighting, colour, and composition of your photos. Consider creating a style guide to ensure consistency across all your product photos. For example, if you’re selling home decor, using a warm and bright colour palette can create a cozy and inviting look.
Although one common mistake is photoshopping people’s faces or bodies, or using bad noticeable photoshop tricks. Many companies have come under fire for photoshopping models and influencers’ bodies, faces and even skin tones. When called out by fans, this often does more damage than good. Surprisingly, this still happens today to many companies including fashion giants like H&M and Fashion Nova.