Put a hand in your product images

One of the biggest disadvantages of ecommerce versus physical retail is that buyers can't pick things up. They can't feel the weight of a bag, the texture of a fabric, or the grip of a handle. But there's a way to trigger some of that ownership feeling through product photography.

Research across 15 experiments found that showing a hand touching or holding a product increased people's reported likelihood to buy by 16%. In VR environments, the effect jumped to a 32.5% increase in willingness to pay.

Why it works

When viewers see a hand interacting with a product - particularly from a first-person perspective - their brain partially interprets it as their own hand. This creates a subtle sense of already owning the product. And the research is clear: the feeling of ownership increases how much we value something.

What "from a first-person perspective" means

A product photo where a hand is outstretched toward the camera, holding or using the item - as if you're looking down at your own hand. This is more effective than a third-person shot of someone else's hand.

A model's hand works too - just make sure the shot composition feels like it could be yours.

Where to apply this

• Bottles, containers, skincare products
• Bags, purses, wallets
• Food and drink products
• Devices, chargers, tech accessories
• Any product where the act of holding or using it is part of the appeal

If your product can't physically be held (wall art, software, a rug), include another object that can be grabbed nearby in the frame. The effect spills over to the main product.

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Research: Luangrath, A.W., Peck, J., Hedgcock, W. & Xu, Y. (2022). Journal of Marketing Research, 59(1). University of Iowa, University of Wisconsin-Madison, University of Minnesota & UC Berkeley.