Nowadays more and more people are using online shopping, where all the sales are based on photos that the sellers show on their web sites/ads/stores, etc. It depends on each retailer how they want to present their products. According to an article from the Expert Photography website, ninety-nine percent of all purchases happen because of a customer’s emotional reaction, and the goal of every seller is to trigger that reaction in a customer. Each photo that represents a specific product needs to be thought out. In the thesis we will describe and break down the process of product photography. We will also take the »flat-lay« photography under the microscope, which is nowadays increasing in popularity and used among more or less professional photographers. We will also talk about the photography of the watches, which we used in the experiment. With the photographs taken, we showed the watches in their most and least appropriate ambience. The agreement or disagreement of the respondents was presented in the results. The gender and age did not affect the results of the survey, with which we met our expectations. In fact, the combinations with the matching watch and ambience styles reached the highest scores (e.g. a sports watch in an ambience of a sport).
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