One sofa, three photos, three different impressions

In the main image, a sofa looks spacious and a warm beige; in a second image taken in a brightly lit studio, the same fabric looks almost white; and in a customer photo, the fabric looks noticeably darker than in either of the shop's photos. Product photos in an online shop are the only visual basis you have before you buy, and yet they rarely give you a completely reliable picture of reality. If you know how to read product photos properly, you can tell more quickly where a photo is simply presenting something in a flattering way and where it is actually misleading.

Why colours on screen are often not quite right

Every screen shows colours slightly differently, depending on brightness, calibration and display technology. A shop photo that was adjusted on the studio's own monitor can already look different on a smartphone display or an older laptop screen. On top of that comes the studio lighting itself, which often makes colours look warmer or cooler than they do in normal daylight at home. A difference in colour between the photo and the item delivered is therefore not automatically the shop's fault, but often the result of this chain of screens, lighting and camera.

Scale and size: what a photo alone does not show

A cut-out product photo with no point of reference makes it hard to tell how big an item actually is. A bag, a speaker or a kitchen appliance can look much bigger in a tightly cropped image than it really is in your hand or on the worktop. The measurements in centimetres in the product description are more reliable than the image, because they do not change with the camera angle or how the photo is cropped. With clothing, how it fits the model can also be misleading, as the article Buying fashion online: clothing sizes, fit and why returns happen describes.

Cut-out images versus lifestyle images

A cut-out image against a white background usually shows a product in the most neutral way, without a distracting setting, but also without anything to compare its size with. A lifestyle image, such as a sofa in a generously designed living room, looks more inviting, but a deliberately chosen camera angle and furniture arrangement can make the piece look smaller or bigger than it really is. Looking at both types of image together, rather than relying on just one, gives you a more realistic impression than either on its own.

Using the zoom function and detail shots

Many shops offer a zoom function or several close-up shots of the same product, which are easy to overlook because the main image already seems to give you the full picture. Zooming in on seams, the texture of the material or the finish often tells you more about the real quality than the brightly lit main photo. With furniture or larger appliances, it is also worth looking for images that show a scale or a person for comparison, if the shop provides them, because they tell you far more than a cut-out image with no point of reference at all.

Customer photos as a supplement to the shop's images

Photos that other shoppers upload after their order arrives usually show a product in normal home lighting and without professional editing. They are no substitute for the official product images, but they are a useful addition, especially when it comes to colours, fabric texture or actual size in everyday use. Where several customer photos paint a similar picture that clearly differs from the main photo, that is a useful sign to adjust your expectations before you place the order.

• Filter customer photos by colour or size where the shop allows it.
• Compare several customer photos rather than just one, as individual shots can also be distorted by lighting or the camera.
• Read the captions or review texts too, as they often explain why a colour looks different.

When the description matters more than the image

With sets or bundles, the main image often shows only part of what is actually in the box, for example a device without the accessories that come with it, or the other way round, an image with accessories that have to be bought separately. Likewise, images of refurbished items or seconds usually show a flawless new device, even though the actual condition may differ, as the article Refurbished, open box and seconds explained describes. In cases like these, the description gives you more reliable information than the image.

When images are used to mislead on purpose

Besides normal differences caused by lighting and screens, there are also cases where an image deliberately shows a different, usually higher-quality product from the one actually delivered, especially on open marketplaces with lots of independent sellers. How to tell misleading listings like these apart from normal differences in presentation is described in the article Spotting counterfeit products on marketplaces. If an item you receive differs clearly from the image, it is worth looking at the frequently asked questions about returns and refunds rather than simply keeping it.

Frequently asked questions

Why does the colour of the item I received look different from the photo?

Usually this is down to different screens, studio lighting or camera settings when the photo was taken, not an attempt to deceive. Customer photos taken in normal home lighting often give a more realistic impression than the professionally edited main image.

How can I tell the actual size of a product from photos?

Photos alone are rarely enough for that. The measurements in centimetres in the product description are more reliable, because unlike the image, they do not change with the camera angle.

What do I do if the item I received differs clearly from the product photo?

For online purchases within the EU, the 14-day right of withdrawal generally applies, which lets you send the order back. This is an EU rule; outside the EU, for example in the UK, the US or Canada, the rules depend on the country.

Are cut-out images more reliable than lifestyle images?

Both have their limits. Cut-out images often show details and colour more neutrally but reveal little about the actual size, while lifestyle images can give you an impression of size that is distorted by the camera angle.

Is a shop's zoom function really worth using?

Yes, especially for materials and finish. Zooming in on seams or surfaces often reveals details that are hard to make out in the regular main image because of the lighting and image size, giving you a more realistic impression of the real quality.