INDUSTRY eCommerce Retail
EMPLOYEE 30-50
YEAR FOUND 1947
PRODUCT Apparel
NEEDS Ensure consistency in the product photo
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INDUSTRY eCommerce Retail
EMPLOYEE 30-50
YEAR FOUND 1947
PRODUCT Apparel
NEEDS Ensure consistency in the product photo
"How to ensure consistency in the production of product photography which would deliver consistent results over an extended period of time as new products were added?"
Whenever we work with a client, we take time to understand their project so that we can deliver exactly the images that the brand requires. Once we had completed this initial work, we created a set of style guidelines which would ensure photo consistency and reflect Milton’s brand values.
For this client, we developed an approach where each product line had a standard photo that would reflect the standard and style that would be used for all other products in the same category. We developed several options and agreed on a final proofed version with the client. For each of these standard shots a set of guidelines were also created. For shirts, for example, this includes keeping the top button open, ensuring symmetry between the arms and collar and using a clip to tighten the waistline.
The style guidelines also include lighting and positioning information so that photographers can pick up the style guide and replicate the appearance of the images making reference to the list of watchpoints we created.
The style guidelines also include lighting and positioning information so that photographers can pick up the style guide and replicate the appearance of the images making reference to the list of watchpoints we created.
The team at Miltons were pleased with the style guidelines we created which enabled them to think strategically about the imagery and visual language they wanted to use to communicate the brand and create the online experience they were looking to develop.
Every product photo is now produced to a consistent brand standard right down to every last detail including lighting, styling and product line specific details. This approach has also made it much easier for the client to work with different photographers, with less communication needed and much more image consistency.
Working together we have put in place the foundations for a strong brand identity which can be periodically refreshed to ensure that images remain contemporary and up to date.