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[MUSIC PLAYING] To wrap up the first impression module, let's talk about image consistency and branding. Because customers don't have the opportunity to test, touch, or try-on products before making a purchase online, high-quality branding and detailed visuals of your product are essential for your e-commerce business to succeed. In the example of a brick and mortar store, think of this part as keeping your products in nice rows on a table, using consistent signage, and keeping your brand as a driving force for your displays.
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The more cohesive the visuals are, the easier it is to create a good experience. And this applies to your site as well. One way to create more immediate trust is through consistency on your site. For example, use standard aspect ratios for each image type and consistent colors and typography that represent your brand well. Try to match your images to your customers' needs and interests.
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Use lifestyle images that showcase your products in relatable real-life scenarios, or aspirational imagery that reflects the s your customers want and could achieve by purchasing your product. You can see in this example that the images are uneven because they have different aspect ratios or width-to-height proportions. Some are more square and some are more rectangular as a result. This not only makes for a jarring visual but it affects the rest of the layout as well, creating large empty spaces.
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As we covered earlier, it takes about 0.05 seconds for users to form an opinion about your website, and uneven imagery can interfere with a positive outcome. Now we're looking at images with the same aspect ratio. Right away, you can see that the overall layout and spacing looks professional and consistent. Each theme has different settings for this so you may need to upload consistent aspect ratios or you may see the option to crop your images to create a consistent grid in the theme editor.
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Regardless, focusing on the presentation of images like this is a great way to leverage any theme's potential. Making intentional choices during your theme setup will help you create a positive customer experience. The bar to entry in e-commerce is quite low, but customer standards are really high, especially if you're selling in a competitive market like beauty or apparel.
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Although Shopify themes do most of the heavy lifting involved in store design, you will have control over your store's imagery, styling, and branding. Spend some time curating colors that work well together and suit your brand and then take note of the hex codes in the worksheet we've provided. Write down the aspect ratios for product media and homepage sections and add them to the worksheet.
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Having this information handy will make it easy to make quick updates to your theme and keep a cohesive look throughout your store. Consistency in branding and design is proven to build trust with your customers and that trust can help them move from the consideration phase to the purchase phase of their customer journey. We've started with an outline, but feel free to build out this worksheet to make it as helpful as possible.
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Can you think of something that would be really helpful to remember in a few months? Jot it down here to keep it all in one place and easy to find. Help out your future self as much as possible.
