Post by TammyA on Mar 9, 2015 8:19:14 GMT -5
Allrighty-roo. As KatieJoy noted, we are kicking off Week 1 of the shop cleanse with pictures, branding and banners.
"During this week we will support each other and give our opinions on your pictures, your banner and your branding. We will be focusing on how your online shop store front looks, is it cohesive? Does it give a good impression? What does your banner say about your shop, is it clear what you are selling? (etc)
So, to start, let's talk about branding overall. I'm no expert, but for me, branding means telling your story. The same story, in the same way, everywhere. Who are you, what are you selling, why or how is it special or unique?
Here are a couple of links if you want to get more into the concept of branding basics. Note that to be most effective with your branding, you should have some idea who your customers are so that you can create branding that connects with them on an emotional level.
The Basics of Branding
www.entrepreneur.com/article/77408
Brand Strategy
www.marketingmo.com/strategic-planning/brand-strategy/
Components of a Brand Strategy
blog.hubspot.com/blog/tabid/6307/bid/31739/7-Components-That-Comprise-a-Comprehensive-Brand-Strategy.aspx
Now, back to your shop. And your banner. Does it tell your story? Does it convey a sense of who you are? Does it have your logo or your shop name? Or maybe photos of your product? Does it have some elements that you can carry forward onto your business cards and your product labels or packaging? Maybe a color theme or your logo or a fancy font?
If you need a banner, or want to re-do your banner, here are Etsy's size guidelines.
Etsy banner logistics
www.etsy.com/help/article/160
There are many websites offering free Etsy banner templates. Avoid them. You can create something unique to your shop and brand with any photo-editing software. Even the free ones like PicMonkey and Gimp.
What about those product photos? Are they well-lit and in focus? Do they show your product from every angle? Are you using all 5 available spots? Remember, online shoppers can't see and feel before they buy so they want photos to show them all the sides. And a close-up of special details.
A photo that shows scale is helpful too, if you can manage it. For those of us selling wearables, that could mean a photo with your product on a mannequin or a model. (this is a do-as-I-say-not-as-I-do tip because I don't yet have any such photos for my jewelry.)
As with branding, if you use props or a photo background, keep it consistent and on-theme. If you're selling modern jewelry, don't use a vintage lace doily in your photos. Keep the props to a minimum, and the backgrounds uncluttered, regardless. Props should virtually fade into the background and not distract from the item for sale. Ditto the background. If your item is laying on a busy pattern it is not being showcased to its best advantage.
If you use props, consider using the same one for all your photos, or at least the first image, to give a cohesive look to your shop. Consider whether the prop adds anything to the product (for example, it's a necklace bust to show how a pendant will hang) or your brand.
Okay-- That should get us started. I'll be back to add more resources in the next couple days. For now, what are your questions? What do you want a critique of or help with?
Here are some links to articles about product photography. I say use them only as a serving suggestion. For example, if you don't want to use a white background, don't. Just be sure the background you choose doesn't compete with your product.
www.wix.com/blog/2013/06/effective-product-photography-for-websites/
www.shopify.com/blog/12206313-the-ultimate-diy-guide-to-beautiful-product-photography
www.handmadeology.com/big-list-of-product-photography-tips-for-etsy-sellers/
And a little something on the topic of watermarks. These are a branding and marketing tool. They will not protect your photos or designs from theft, because they are all too easy to remove. They also are not required to establish your copyright. Your original work is protected under the law (at least in the US) regardless of whether you add a watermark.
I've been on the fence about adding watermarks to my photos, and sometimes I do, sometimes I don't. The reason I do, is that when photos of my product get pinned or tweeted or otherwise shared, there is an easy way for someone to find my online shop via the watermark. I know that Etsy frowns upon their use and will tell you they will keep your products from being featured in treasuries, on the front page, or any of their marketing. You have to decide if that matters to you.
Here are a few articles about watermarks. They are written primarily for professional photographers, but the points are valid for any photos. Basically, if you choose to watermark as part of your branding and marketing, it should be subtle.
blog.photoshelter.com/2010/09/watermarks-protecting-your-images-or-damaging-your/
mcpactions.com/2013/01/16/are-you-making-mistakes-regarding-watermarking-your-photos/
blog.pixlr.com/post/53343679858/why-you-shouldnt-watermark-your-photos-plus-a
To wrap it all up, let's talk about packaging. How you package your product once you've made a sale is not only part of your brand, it's an opportunity to secure brand loyalty with a good impression.
Does your packaging reflect your brand? Do you use your logo or business name on your product labels or jewelry boxes, etc.?
Do you include a couple of your business cards? What about swag, like free samples, a card with a discount code for a future purpose, or magnets with your shop name and url?
When you put a purchase in its shipping container, do you include an invoice? Perhaps with a handwritten thank you note?
If you are using ribbon, tissue paper, etc, does it "go" with your brand?
Is your shipping package secure but "frustration free"? Or does your customer need a gorilla with a chain saw to break through the layers of tape?
If your brand and product are "green" and environmentally friendly, does your packaging reflect this?
Here are a couple of articles about the importance of packaging.
www.forbes.com/sites/rogerdooley/2014/10/13/how-your-packaging-improves-customer-experience/
us.moo.com/ideas/branding-packaging.html
36creative.com/branding/1704/importance-of-packaging-design-your-branding-doesnt-stop-with-your-logo
"During this week we will support each other and give our opinions on your pictures, your banner and your branding. We will be focusing on how your online shop store front looks, is it cohesive? Does it give a good impression? What does your banner say about your shop, is it clear what you are selling? (etc)
So, to start, let's talk about branding overall. I'm no expert, but for me, branding means telling your story. The same story, in the same way, everywhere. Who are you, what are you selling, why or how is it special or unique?
Here are a couple of links if you want to get more into the concept of branding basics. Note that to be most effective with your branding, you should have some idea who your customers are so that you can create branding that connects with them on an emotional level.
The Basics of Branding
www.entrepreneur.com/article/77408
Brand Strategy
www.marketingmo.com/strategic-planning/brand-strategy/
Components of a Brand Strategy
blog.hubspot.com/blog/tabid/6307/bid/31739/7-Components-That-Comprise-a-Comprehensive-Brand-Strategy.aspx
Now, back to your shop. And your banner. Does it tell your story? Does it convey a sense of who you are? Does it have your logo or your shop name? Or maybe photos of your product? Does it have some elements that you can carry forward onto your business cards and your product labels or packaging? Maybe a color theme or your logo or a fancy font?
If you need a banner, or want to re-do your banner, here are Etsy's size guidelines.
Etsy banner logistics
www.etsy.com/help/article/160
There are many websites offering free Etsy banner templates. Avoid them. You can create something unique to your shop and brand with any photo-editing software. Even the free ones like PicMonkey and Gimp.
What about those product photos? Are they well-lit and in focus? Do they show your product from every angle? Are you using all 5 available spots? Remember, online shoppers can't see and feel before they buy so they want photos to show them all the sides. And a close-up of special details.
A photo that shows scale is helpful too, if you can manage it. For those of us selling wearables, that could mean a photo with your product on a mannequin or a model. (this is a do-as-I-say-not-as-I-do tip because I don't yet have any such photos for my jewelry.)
As with branding, if you use props or a photo background, keep it consistent and on-theme. If you're selling modern jewelry, don't use a vintage lace doily in your photos. Keep the props to a minimum, and the backgrounds uncluttered, regardless. Props should virtually fade into the background and not distract from the item for sale. Ditto the background. If your item is laying on a busy pattern it is not being showcased to its best advantage.
If you use props, consider using the same one for all your photos, or at least the first image, to give a cohesive look to your shop. Consider whether the prop adds anything to the product (for example, it's a necklace bust to show how a pendant will hang) or your brand.
Okay-- That should get us started. I'll be back to add more resources in the next couple days. For now, what are your questions? What do you want a critique of or help with?
Here are some links to articles about product photography. I say use them only as a serving suggestion. For example, if you don't want to use a white background, don't. Just be sure the background you choose doesn't compete with your product.
www.wix.com/blog/2013/06/effective-product-photography-for-websites/
www.shopify.com/blog/12206313-the-ultimate-diy-guide-to-beautiful-product-photography
www.handmadeology.com/big-list-of-product-photography-tips-for-etsy-sellers/
And a little something on the topic of watermarks. These are a branding and marketing tool. They will not protect your photos or designs from theft, because they are all too easy to remove. They also are not required to establish your copyright. Your original work is protected under the law (at least in the US) regardless of whether you add a watermark.
I've been on the fence about adding watermarks to my photos, and sometimes I do, sometimes I don't. The reason I do, is that when photos of my product get pinned or tweeted or otherwise shared, there is an easy way for someone to find my online shop via the watermark. I know that Etsy frowns upon their use and will tell you they will keep your products from being featured in treasuries, on the front page, or any of their marketing. You have to decide if that matters to you.
Here are a few articles about watermarks. They are written primarily for professional photographers, but the points are valid for any photos. Basically, if you choose to watermark as part of your branding and marketing, it should be subtle.
blog.photoshelter.com/2010/09/watermarks-protecting-your-images-or-damaging-your/
mcpactions.com/2013/01/16/are-you-making-mistakes-regarding-watermarking-your-photos/
blog.pixlr.com/post/53343679858/why-you-shouldnt-watermark-your-photos-plus-a
To wrap it all up, let's talk about packaging. How you package your product once you've made a sale is not only part of your brand, it's an opportunity to secure brand loyalty with a good impression.
Does your packaging reflect your brand? Do you use your logo or business name on your product labels or jewelry boxes, etc.?
Do you include a couple of your business cards? What about swag, like free samples, a card with a discount code for a future purpose, or magnets with your shop name and url?
When you put a purchase in its shipping container, do you include an invoice? Perhaps with a handwritten thank you note?
If you are using ribbon, tissue paper, etc, does it "go" with your brand?
Is your shipping package secure but "frustration free"? Or does your customer need a gorilla with a chain saw to break through the layers of tape?
If your brand and product are "green" and environmentally friendly, does your packaging reflect this?
Here are a couple of articles about the importance of packaging.
www.forbes.com/sites/rogerdooley/2014/10/13/how-your-packaging-improves-customer-experience/
us.moo.com/ideas/branding-packaging.html
36creative.com/branding/1704/importance-of-packaging-design-your-branding-doesnt-stop-with-your-logo