Povezava med vizualno privlačnostjo fotografij in uspešnostjo prodaje

Bužga, Jerca (author), Starešinič, Marica (mentor)

Vizualna privlačnost fotografij ima pomembno vlogo tako pri predstavitvi izdelkov v katalogih kot na spletnih straneh. Estetsko dodelane in kakovostne fotografije lahko vplivajo na zaznavanje izdelka ter na nakupne odločitve potrošnikov. Namen te diplomske naloge je raziskati, kako vizualni elementi fotografij vplivajo na prodajno uspešnost in katere značilnosti najbolj prepričajo kupce. V raziskovalnem delu je bila izvedena anketa med potrošniki, ki je razkrila njihove preference glede predstavitve izdelkov. Rezultati kažejo, da imajo fotografije z dobro osvetlitvijo, usklajenimi barvami in uravnoteženo kompozicijo večji vpliv na odločitve za nakup. Potrošniki bolj zaupajo izdelkom, ki so predstavljeni s profesionalnimi fotografijami, pri čemer je učinek še posebej izrazit v spletnih trgovinah. V sklopu raziskave je bila izvedena lastna produkcija desetih fotografskih kampanj, s katerimi smo testirali različne vizualne rešitve ter njihov vpliv na zaznavanje izdelkov. Na podlagi zbranih rezultatov smo oblikovali smernice za optimizacijo vizualne predstavitve izdelkov, ki lahko prispevajo k večji uspešnosti prodaje na različnih digitalnih ali fizičnih prodajnih kanalih.

• Language: Slovenian
• Keywords: fotografija, prodaja, potrošniško vedenje, trženje, vizualna privlačnost.
• Work type: Bachelor thesis/paper
• Organization: NTF - Faculty of Natural Sciences and Engineering
• Year: 2025
• PID: 20.500.12556/RUL-173034
• Publication date in RUL: 12.09.2025

Secondary language

• Language: English
• Title: Relationship between Visual Appeal of Photographs and Sales Performance

Abstract

The visual appeal of product photography plays a key role in product presentation, both in catalogs and on websites. Aesthetically refined and high-quality images can influence how products are perceived and affect consumers’ purchasing decisions. The aim of this thesis is to explore how visual elements in photography impact sales performance and which characteristics are most persuasive to buyers. The research includes a consumer survey that revealed preferences regarding product presentation. The results show that photographs with proper lighting, harmonious colors, and balanced composition have a stronger influence on purchase decisions. Consumers tend to trust products that are presented with professional photography, with this effect being particularly evident in online stores. As part of the research, an original production of ten photographic campaigns was carried out, testing various visual approaches and their impact on product perception. Based on the collected results, guidelines were developed for optimizing the visual presentation of products, which can contribute to greater sales success across various digital and physical sales channels.

• Keywords: consumer behavior, marketing, photography, sales, visual appeal.