The Optimalization of Product Photography in E-grocery.

The goal of this article is to reveal the ideal representation of a product in an e-shop with bio foodstuffs, with emphasis on the attributes of size, colour and the execution of product representation. To achieve the goal of this article, a research utilizing an eye-tracking device SEMI-RED 250 was used together with an in-depth interview. Concerning the attribute of size, it is important to mention that a larger depiction of a product does attract more attention, but such a product does not have to give the impression of a bio product. Also, the way in which the product is displayed should also be taken into account, since a product set into context, or a product supplemented with a unique feature, draws attention better. The colour plays an important role in bio foodstuffs representation in e-grocery as well, since some colours are better for representation than others. The research was realized in the spring 2015 in the eye-tracking laboratory of Mendel University in Brno, and its conclusions are a part of the IGA project, which deals with the shopping behaviour of consumers on the market or regional and bio foodstuffs. [ABSTRACT FROM AUTHOR]