Thursday, November 30, 2023

Why Professional Photography is Essential to Your Business

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Rachel Knox
Rachel Knox
Rachel Knox graduated from Columbia University in 2005. Rachel grew up in Canada but moved to the US after completing her school. Rachel has written for several major publications including Buzz Feed and the Huffington Post. Rachel is a community reporter, she also covers economy, business and entrepreneurial news and issues.

In today’s social media-obsessed culture, first impressions matter more than ever and the impact of striking visuals cannot be underestimated. Whether your business is well-established or in its early stages, opting for professional product photography is a vital move to enhance public awareness of your brand.

We sat down with Taylor Ross, CEO and Founder of Chronicle Home, the go-to destination for bespoke furniture with global appeal, to delve into the top four reasons why paying for expertly crafted imagery is worth the investment.

1. Crafting a Brand Identity Through Imagery

Ross praised his long-term photographer, Ashel, as being pivotal to the success of Chronicle Home. “When captured through Ashel’s lens, furniture acquires the aura of art,” Ross expressed. “Ashel was actually the first to push me in this area. She really was quite quiet about it but to the point. Actually, she sort of insisted like, ‘I’m going to do this for you.’ Sometimes that’s the best kind of advice!”

Ross further elaborated on this point – how high-quality photos convey not just the durability and craftsmanship of an object but the very essence of the brand that brought it to market. “The color palette, the mood, the lighting – on a subconscious level, all these elements communicate your brand’s aesthetics,” said Ross.

According to Ross, professional product photography can also enhance a brand’s credibility, especially for new businesses seeking to establish a unique brand personality and differentiate themselves in a competitive market.

2. Visuals Drive Purchasing Decisions

Have you ever stumbled upon a picture of a mouthwatering dish and felt an irresistible urge to hop in your car and go buy that very meal? That’s direct evidence of how much visuals drive our purchasing decisions. It’s more than just impulse buying. We have all been led down paths by beautiful photography. That’s direct evidence of how much visuals drive our purchasing decisions.

“Ashel was different. It’s the same gifting I notice in an artisan who can miter Carrara marble. Her stuff was true to life and not idealist. I found myself liking our book and other images, as they didn’t look doctored. At the same time, presentation is key. In an age where attention spans are shrinking and there are boundless sources of distractions, getting and keeping your audience’s attention is paramount,” said Ross. “Great photography achieves this. You simply can’t look away.”

Visuals play a pivotal role in creating first impressions. According to the latest research, a staggering 93% of consumers consider visual appearance a crucial factor in their decision to purchase a given product.

3. The Art and Skill of Product Photography

Professional product photography isn’t just about capturing captivating moments or product details. It’s about telling a story, conveyed by the sequence of photos in a catalog or a website.

“The old adage that a picture is worth a thousand words is true for a reason,” said Ross, “A lot of people skip reading the product descriptions, but will stop to take a look at the photos. Even if they don’t read your whole story, they’ll still get a sense of it through your photos.”

But Ross went on to explain, a great product image depends on the human with the equipment: “I can take 10 photos and one will look sort-of right. People with the gift can make all 10 of their photos say something. It really is a human genius. Find the genius, then get that person the right equipment!”

Too many business owners miss this point, as Ross aptly pointed out, saying, “Taking professional photos is a lot harder than it looks, because not only do you have to capture the product perfectly, and with the right gear, but you also have to know how to color correct the image so that it has the right amount of contrast and saturation and the highlights are not blown up. A lot of technical expertise goes into an amazing photo. Ashel has it all. The tech, the expertise and years of training, and most important; the gift. Find your Ashel and be thankful.”

4. Consider Your Audience Before Taking Product Photos

Superior-quality photos go beyond technical perfection; they involve crafting images that strongly resonate with your specific target audience.

Consider this scenario: If your target audience consists of older millennials who appreciate a bright and airy aesthetic, crisp visuals, mid century furniture, and hipster decor, you’ll be aiming for a distinctly different vibe than if you’re trying to appeal to a more edgy, maximalist Gen-Z audience. The latter group might be more inclined towards a low-fi look, characterized by grainy visuals.

“When we were first thinking of bathtubs, we discovered ‘psychographics’,” Ross explained. “At the time, it was 2001. Way before all the current inventories and Enneagrams etc. We were asking questions about why people do what they do. Generations can play into this. So can ego and even false identities! It’s crazy. Effective product photography isn’t just about aesthetics. It’s about engagement. Every aspect of an image, from its quality to the subject, should resonate with your target audience so that investing in great photography gradually ends up directly translating to a surge in sales.”

Another consideration is that product photography should accurately convey what customers can expect. As Ross elaborated, a significant portion of online product returns—22%, to be precise—is due to discrepancies between product photos and the actual items.

“Do your product justice by hiring a professional to photograph it,” said Ross, “Because by telling the right story through your images, you not only set realistic customer expectations but also remove doubts about whether your product will meet those expectations.”

About Taylor Ross

With 4 shops on 4 continents, Founder of Chronicle Home, Taylor Ross, is the furniture designer with the capabilities to provide the bridge between elite interior designers and craft artisans at volume. Ross’ claim to fame are his wooden bathtubs and sinks; his pieces have been featured by ICFF Miami, ICFF NYC, Wall Street Journal, KBB, and At Home Arkansas. For more information and to get help with a project, please visit

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