Best Practices for Product Images

A great product page tells a story, and you can't tell that story with one type of shot alone. Aim for a healthy variety of single product images (clean shots that show exactly what the customer is buying) and lifestyle images (the product being used or worn in a real-world setting). Single images build trust and clarity; lifestyle images build desire. You want both.

Every image should be sharp, well-lit, and high resolution. Blurry, pixelated, or poorly cropped shots instantly make a store look unprofessional and tank conversion rates. If it looks rough on a phone, it will look worse on desktop. When in doubt, leave it out.

Make sure at least some images per product are in a 1:1 square ratio. Squares display consistently across feeds, ads, and galleries — and they're essential in fashion, where shoppers expect that format from social media and marketplaces.

In fashion — and especially women's fashion — more mature models tend to perform noticeably better. Most women shopping online are 35+, and people convert when they recognise themselves. Choose models that reflect the customer, not just trend imagery.

If a brand has presence and traction, subtle branding — recognisable colours, logo placement, a consistent visual style — can be powerful. It works best in narrow niches like pets where customers actively look for trusted brands. For broader stores, lean clean first.

AI-generated images are normal in e-commerce now — but the goal is realism. Good test: if it takes a few seconds to tell whether it's AI, you've nailed it. If it screams "AI" instantly (weird hands, plastic skin, melted backgrounds), it's hurting trust.

Avoid images with text overlays, promotional callouts ("50% OFF"), or watermarks. They make a store look like a cheap reseller, date the imagery the moment a promo ends, and often get flagged by ad platforms. Let the product page handle messaging.

Around 5 images is the sweet spot — enough to show multiple angles, include a lifestyle shot, and highlight key details without slowing the page. Fewer feels thin; many more and shoppers skim past the most important ones.