Imply the Presence of Humans in Product Images
A new study found that humans in product images reduce conversions because it triggers a lack of ownership. It's their product, not my product.

Should you display people in product images?
Yes — if they convey quality (e.g., apparel, beauty, jewelry; see Hassanein & Head, 2005).
Otherwise, try removing people.
Across 10k+ photos on Instagram, travel destinations received fewer likes and reduced sales if they showed somebody in the photo (Lu et al., 2023).
Why It Works
- Lack of Ownership. It's their product. Not my product (Lu et al., 2023).
- Distracts From Products. Customers fixate on the person (Kalkstein et al., 2020).
- Contamination. Products seem inferior when other people touch them (Argo et al., 2006).
How to Apply
Humans have the potential to boost conversions because they generate positive emotions, but they often reduce conversions because they distract from the product.
But there's a solution: Imply the presence of a human (Poirier et al., 2024).
Add various cues:
- Nearby Traces. A blender next to sliced fruit.
- Slight Disturbances. A pillow that is slightly crumpled.
- Mid-Actions. A chair in mid-swing.
- Environmental Imprints. Footprints in the sand.
- Less Salient Humans. Cropped head or reflection in a mirror.
These examples can give you the emotional benefits of humans without the attentional drawbacks.
Stronger For
- Used Products. Seeing the previous owner can backfire (Kim, 2017).
Caveats
- Appearance Products. Show people if they are crucial to product quality.
- Service Providers. You can show home inspectors because they don't symbolize the customer.
- Guilty Pleasures. We feel justified buying cookies if we see other people eating them (Poor et al., 2013).
- Humans Grab Attention. They can still work in adverts.
Other New Stuff
- Left-Digit Effect Reduces Speeding - Prices seem cheaper when you reduce the left digit (e.g., $49). Turns out, this effect reduces speeding too (e.g., 49 km/h). Drivers are anchored to this lower numerical bracket (Rubaltelli et al., 2021).
- Mobile Payment Notifications Increase Spending - South Korea tried to reduce overspending by sending a text message after every payment. But ironically, it increased spending. People no longer felt obligated to remember past transactions because they could delegate these memories to their device (Kim et al., 2023).
- Touchscreens Satisfy the Need to Touch - Some people touch products to feel more confident in buying them. New research shows that touchscreens (vs. a traditional mouse) can satisfy this need (Hattula, Herzog, & Dhar, 2023).