The Changing Phase with Photography

In business or consumer interactions, first impression matters—especially when you only have about seven seconds to finalize something. That’s the number of time brands have to make a positive impression on a potential buyer. At lightning speed, it is difficult to create an eye-catching, attention-grabbing piece that will move them to select your product over others.

To make this happening one has to go with photography and the changing the face of packaging. Here’s why:

PHOTOGRAPHY – AN AUTHENTIC STORY IN A SNAPSHOT

When you buy something, you look for something more than just a physical product. What increases their likelihood of buying is truths that resonate with them and often, a human connection. Photography has the power to make that happen. 

Woolworths Farmer’s Own products do this well by featuring real portraits of the farmers behind the produce. Hence, when a shopper is picking up a bag of potatoes or carrots, they’re doing more than just that—they’re interacting with the face of a person who’s taken the time and effort to bring this to them. More importantly, they’re seeing their ability to support this farmer. Photography has the ability to create a beautiful, emotional hook on a simple piece of packaging.

PHOTOGRAPHY ENTICES

Imagine standing famished in the aisle of a supermarket trying to decide which meal kit you’d like for an easy dinner. On one packaging, you see a beautifully photographed dish, topped with garnish and above it, just a little rise of steam.

Which would you go with? We’re guessing it’s the first.

Photography can take something ordinary and make it stunning. It can make anything beautiful and enticing. This is of course, especially true in almost everything. Be it Food, Makeup, Packaging and more.  In all cases, photography adds honesty, credibility and that personal touch to the entire purchase experience. 

PHOTOGRAPHY CAN BE PERSONALIZED

At the recent Pac print 2017 Expo, HP partnered with award-winning photographer, Andy Stavert and global leader in brand packaging deployment, Schawk, to treat early event registrars to a uniquely personalized free wine bottle. The organizers contracted Andy to shoot the quirky street art of Melbourne—specifically, a giant mural created by Pzor and Jetzo, two of Melbourne’s most infamous graffiti artists.

Using HP’s Mosaic software, the team created 5,000 personalized wine bottles which featured a unique piece of the mural that was photographed. The idea served as a reminder of the disruptive, impactful nature of design and photography, and how, when both are combined, have the incredible ability to enable its audience to rethink the face of packaging.

In short, if you have business of wine, cars, cakes or even a pool cleaner, the truth is your packaging reflects your product and brand. If you want to stand out, be unique and tell a crafted story through imagery, photography is the answer in giving your packaging that perfect facelift.