Photography marketing

The psychology behind the 10:10 in watch advertising photos

There are plenty of tips and tricks for getting the most out of product photography. Along with equipment, lighting, composition, and other photography-related strategies, there are also many psychological tricks involved in taking a photo that will sell the product.

One of these strategies is typical of watch advertising photos. If you’ve ever noticed that they’re usually set to 10:10 in photos, there’s a good reason behind that. It’s all about psychology, and in this article we’ll tell you more about it.

Personally, I never paid much attention to the trend. It’s probably because I’m not much into product photography and I’m not into watches at all. But after reading a report from Real clear science, I realized that indeed, the hands are most often pointed towards 10 and 2. According to the report, the hour 10:10 sells more watches! But why is this?

The psychology behind this is quite simple: it reminds us of a smilecausing a better mood when viewing photos.

As Real Clear Science writes, there was even research in 2017, when an international team of researchers explored the theory. In the first experiment, they gave 46 participants sixty photos of different watches set at 10:10 a.m., 11:30 a.m., or 8:20 a.m. Participants were asked both about their emotional reaction to seeing each image and their likelihood of purchasing each watch. “Subjects rated watches set at 10:10 a.m. as slightly more pleasant than watches set at other times,” writes Real Clear Science. “They also said they would be slightly more likely to buy them.”

The second experiment recruited 20 additional subjects. Each of them viewed twelve different images in random order, again showing watches set to 10:10 a.m., 11:30 a.m. or 8:20 a.m. This time, subjects had to rate how much each frame resembled an image of a smiling or sad face on a scale of one to ten. As you can probably conclude, subjects said that watches set at 10:10 looked the most like a smiling face while watches set at 8:20 looked the most like a sad face.

The result of the experiment was published in the journal Frontiers in Psychology. Although there could have been more participants in the study, the result still confirms what marketers have been using for some time now to sell watches. The effect is subtle, but effective. Apparently, it shouldn’t be overlooked either when trying to snap watch photos that will help sell it.

Talking to friends of mine, they told me it was one of the things they actually learned in photography or marketing classes. Have you also experienced this trick before? Or, like me, you haven’t paid much attention to it so far?

[via PetaPixel]