Let’s talk about a seismic shift happening in the realm of UI/UX right under our noses: The way we visualize retail versus e-commerce. I recently had an eye-opening discussion with a prestige brand manager and a photographer friend of mine, and it sparked some thoughts that I believe are worth sharing.
Storytelling in Retail
In traditional retail, one of the foundational pillars is storytelling. Whether you’re walking into a luxury boutique or a supermarket, the environment surrounds you with the brand’s essence—each visual oozing the brand’s snokido values and ethos. There’s something about feeling the product, holding it, and experiencing it in a physical context. The visuals are designed to be impactful but also deeply connect you with what the brand represents.
E-tailing: A New Visual Language
Fast forward to our new playground—the realm of e-commerce and social media platforms. There’s been a pivotal switch. In many cases, your only touchpoint with the product is through the screen, a series of pixels that aim to convey the same emotion, quality, and assurance that a physical experience would offer. The challenge here is clear: How do you solve this tactile void?
Bridging the Gap: From Pain Point to Solution
Let’s dig deeper into this consumer pain point. We’re not just selling a product; we’re selling an experience, a promise, and a moment of revelation when the consumer feels, “This is it!” The essence of FOR® is to capture these big opportunities, and we think this one shouldn’t be overlooked. So, how can we replicate or even surpass that retail experience in a virtual space?
1. Exploiting Objects
A static image can’t be touched or rotated, but you can bring it alive by breaking the product into its components. Giving a visual breakdown of the elements that make up the product in the form of zoomed-in cut-outs or vectors can be one way of doing it. This not only allows consumers to understand the different elements that make up the product but also adds a visual rhythm that keeps the gaze moving.
2. Repetitions
Displaying the product in multiple variants, shades, or colors not only provides choice but amplifies the perceived value. Repetition not only provides information but is also an artistic tool that creates visual harmony. In a bigger picture, the most repeated piece of information is what sticks in the mind like the rhythm of a catchy song.
3. Different Angles
We want to provide a 360-degree experience within a two-dimensional plane. Showcasing products from various angles in a single image not only satisfies the consumers’ curiosity but can also prove to be visually stunning if done right.
The Road Ahead
These are just quick thoughts on how we can innovate e-commerce visuals. The beauty lies in collaboration; this isn’t a one-man show. At FOR®, we integrate closely with our brand partners to co-create tailored solutions, staying nimble through every phase of the project. It’s this collective mindset, where process, teams, and competencies harmonize, that leads to breakthroughs.
Feel free to share your thoughts and ideas on the same. Let’s collaborate and turn the tables on e-commerce visuals, making them as compelling as any in-store experience.
Until next time, keep pushing boundaries!
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