This week on Which One Won?, we’ll look at how to stage product photos and how adding color can provoke a strong response from an audience.
An Amazon seller created a PickFu poll to split test two images of a scratch-off map set with 50 Amazon Prime members.
In Option A, the map is black and gold and each part of the set is laid out in its own space. In Option B, the map is blue and gold and the elements overlap in a staged scene.
Can you guess which one won?
In this battle, Option B emerged victorious with 38 out of 50 votes. Let’s go over why.
When staging photos, color is your friend
People respond to color—in this case, the rich blue in Option B. As one female age 25–34 wrote, “I like the color in Option B, it is lively to look at. Option A is much more stark and neutral.” Respondents also pointed out that the black in Option A renders the longitude and latitude lines almost invisible, which isn’t smart from a design perspective.
Lastly, people clicked with the blue color because we have an expectation that blue represents water on a map. This pollster is asking the audience to choose between black and blue water, and the audience’s gut instinct makes them prefer blue.
Create a dynamic tableau with your photo staging
One female respondent wrote that she liked Option B because of “the way the products are placed. [Option] A looks too much like a strict school layout.” Several others on Team B noted the visually-stimulating layout as well. Unlike Option A, with the pieces floating in white space with no relationship to each other, Option B creates a staged display with all the components resting on the same plane (note the mirror reflection at the bottom as well). Staged tableaux are a great way to inject some excitement into your product listing.
Key takeaways on how to stage product photos
Staging your products in an eye-catching way and using bold color are two surefire ways to engage shoppers. Avoid faux-pas like choosing a color that makes part of your design illegible (in this case, the longitude and latitude lines). Additionally, people like when design conforms to their expectations. When they associate blue with water, especially on maps, they will gravitate toward an option that meets that expectation.
This poll wasn’t built perfectly. In split tests, it’s crucial to only change one variable at a time. If the pollster wanted to test the color and the layout, two different polls are recommended. The two map sets don’t have exactly the same accessories either: B has a pouch and not one but two scratch-off utensils. Since the question being asked is “Which design do you like the most?,” it’s unlikely that the pollster was looking for feedback on the number of accessories, so it would have been best to keep that variable constant.
PickFu provides many informative articles on testing best practices, including the importance of consistency in test options. Once you’ve done your homework, create a PickFu poll and watch those valuable audience insights roll in.
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