When it comes to the execution of illustrations in product shots, it’s a tricky road to navigate. We’ve all seen illustrations done well, and completed poorly – Hermès is a true example of a successful combination of both.
These drawings are successful for a number of reasons; they are fun, creative and yet still portray the products being advertised in their true form. In my experience, a combination of photography and illustration creates the most effective and involving image to draw a customer in; it provides a realistic item that a purchaser will end up with, while creating a light caricature of the company’s outlook and feel they wish to project upon the customer.
The juxtaposition of the simplicity of the illustration and the complexity of the pieces are successful, not only because of the pieces and drawing put together but the integration of illustration within the whole site.
When a house features imagery in only one area of their web environment, it creates visual inconsistencies and a buying environment that is disorganized. If a customer feels disorganized or distressed on any level while navigating a buying environment (especially that of a luxury brand), they are much less likely to complete a purchase.
Hermès has done an incredible job of complimenting the soul of their brand with modern methods. They have created a contemporary, likable brand persona which appeals to young and seasoned shoppers alike; which is of extreme importance when acquiring loyalty of lifelong customers.
Congratulations, Hermès, you have created an online work of art.
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