Display Real Images for Emotional Products

Some products evoke strong emotions (e.g., desserts).

In these contexts, realistic images are more persuasive because they depict the product experience more vividly (Ketron et al., 2021).

How to Apply

• Add Transparent Windows on Packaging. Customers prefer food packaging with transparent windows because the food seems fresher and higher quality: "the ability to see a food product directly through a transparent window would make it more salient in the mind of the consumer (compared to just a printed graphic of the product), thus eliciting greater levels of hunger and food cravings” (Simmonds et al., 2018). Though be careful with breakable products (e.g., chips).
• Obscure Views of Virtuous Products. If you sell a fitness program to people who don't enjoy exercise, don't show photos of people exercising. Show people in sweat after the workout. Help people envision this desired outcome, rather than the costs to achieve this outcome.

• Ketron, S., Naletelich, K., & Migliorati, S. (2021). Representational versus abstract imagery: Effects on purchase intentions between vice and virtue foods. Journal of Business Research, 125, 52-62.
• Simmonds, G., Woods, A. T., & Spence, C. (2018). ‘Show me the goods’: Assessing the effectiveness of transparent packaging vs. product imagery on product evaluation. Food quality and preference, 63, 18-27.