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When investigating a new product, what is the first thing that you notice? The answer is: What it looks like, and that's where it all starts. We start to look at the product at all angles; we Google for images of it in action; we search for industry publications for what editors are saying about it; and we YouTube it in action and watch other people’s review on it. None of these mediums would be helpful without good photography.

People are visual. Language used to be visual with hieroglyphs. People remember 80% of what they see and just 20% of what they read. Good product photography is important for your rental store because it draws in your customers’ imagination on how they could use the product on their jobsites and/or how it could improve how they can perform a task.

When taking photos, encourage your photographers try to strike a psychological and emotional cord that will let viewers feel and imagine what they are seeing. For example, landscape picture of a sunset is just a sunset and nothing more, but a good photographer can capture a sunset to make a viewer feel warm, bright and calm. With aerial equipment, if a boom lift’s specifications claim that it’s designed to have 90 feet of outreach, seeing is believing. If you can provide good supporting photography to show your customers how to use that 90 feet of extension to reach difficult places, like under a bridge support, for inspection work, they will be more likely to call you the next time they need to rent an aerial with extended outreach.

Having good product photography can help you rent your products because your customers can see what they are getting before its delivered to their jobsite, as well as know a little bit more about what to expect from the product, lowering risk of returns and disappointment.