1
Analogy:
A business is an authentic TV series. The business’s products are the episode scripts.
Actors, locations, editing, scene genres (content formats), etc. are the tools used to show the value of the main thing – the script/the products.
The job of the series/business is to sell a vision (the story/the product). So it’s more constructive to build the visual approach not from pretty, conceptual imagery or from what other businesses are doing, but from the brand’s vision and the specific products in the collection being shot. The same logic applies to the website, packaging, advertising, etc.
In other words, the thinking should start from these questions:
- how accurately does this reflect the brand’s vision?
- does this feel organic within our system, or does it stand out?
- will this strengthen the perception of the product/collection/brand or pull attention toward the visual for its own sake?
Put simply:
The less excess, the more sales.
Especially outside the mass-market segment. Because a brand sells not things, but its vision of the products.
A business is an authentic TV series. The business’s products are the episode scripts.
Actors, locations, editing, scene genres (content formats), etc. are the tools used to show the value of the main thing – the script/the products.
The job of the series/business is to sell a vision (the story/the product). So it’s more constructive to build the visual approach not from pretty, conceptual imagery or from what other businesses are doing, but from the brand’s vision and the specific products in the collection being shot. The same logic applies to the website, packaging, advertising, etc.
In other words, the thinking should start from these questions:
- how accurately does this reflect the brand’s vision?
- does this feel organic within our system, or does it stand out?
- will this strengthen the perception of the product/collection/brand or pull attention toward the visual for its own sake?
Put simply:
The less excess, the more sales.
Especially outside the mass-market segment. Because a brand sells not things, but its vision of the products.
1
If the product doesn’t read clearly in the profile, then you are trying to sell visuals, not items. For example, the way content productions, magazines, etc. do.
That’s why I think that for every:
- 6 covers, at least 2 must focus only on the product (so: no model’s face, simple background without details, etc.). I’d set their main purpose as closing objections about what products look like and what quality they are.
- 9 covers, there can be only 1 with no items at all, but preferably with a logo. For example, a shot that reflects the concept of the collection.
The remaining covers I’d allocate to closing the other objections (styling, fit, etc.), as well as the opportunity to show the brand’s unique vision.
That’s why I think that for every:
- 6 covers, at least 2 must focus only on the product (so: no model’s face, simple background without details, etc.). I’d set their main purpose as closing objections about what products look like and what quality they are.
- 9 covers, there can be only 1 with no items at all, but preferably with a logo. For example, a shot that reflects the concept of the collection.
The remaining covers I’d allocate to closing the other objections (styling, fit, etc.), as well as the opportunity to show the brand’s unique vision.