Seventy-two percent of consumers claim that packaging influences theirpurchasing decisions, which is a pretty clear signal that designers need to make their packaging work that much harder. 

While many brands rely solely on wordmarks or a minimalist approach, photography can help elevate packaging from the meh to the mesmerizing, enhancing visual aesthetics, reinforcing brand consistency, boosting appetite appeal, and injecting personality. All these factors not only lure consumers in but also ultimately drive sales.

Fully ensconced in our AI era, real photography then becomes a competitive advantage. Yes, AI can generate visually appealing imagery quickly, but it’s best used as an ideation tool for concepting. It can often lack the nuance, specificity, and credibility that genuinely draw consumers in.