"Resonable Expectations..."

[uniquecorals]

It's Friday, and I'm a bit lazy today..but I wanted to share a recent experience with you, because it may prove to be helpful for us all...

When you see a coral online, you make a purchasing decision based on the way the coral looks, its desirability, and weather or not you're “ready” to take it on. That’s easy, right?

"It says 2" in the description, but the photo is a closeup. Should I feel misled?"


Is that the information that you need- or is there more required? What should be considered "reasonable expectations..?"

As vendors, we try to give you an accurate picture of the coral (literally), often accompanied by some basic thoughts on its care. I guess that is about all you could expect a vendor to provide…right?

Are we setting people up to be informed…or are we confusing them? Not that this is a burgeoning industry crisis, but the topic came to light for me personally recently when a customer purchased a coral from us and provided some interesting feedback…He loved the color and way it looked- both exceeded his expectations- but seemed surprised and disappointed at how “small” the coral was relative to the picture on the website.

I was surprised and a bit curious, because we always indicate the size of the corals in every description on our site…At first, I was thinking, “Well- we indicate the size of every specimen. What could be confusing? He wasn’t upset at all about the color or shape…How did we set up a customer to be disappointed?” In the end, I conceded that the client could be confused, and maybe even feel misled, if they just looked at the pic and did not read the description, which clearly stated the size of the coral.

But it got me thinking…

Like most vendors, we take these incredibly high-def, super tight shots of the corals, because people want to see the details. At UC, we take no liberties with the colors, because of our near-fanatical stance on excessive post production. However, in our obsession to show the corals in detail, are we confusing people with the tightness of our shots? Hmm..

It’s a fine line, isn’t it? I mean, most experienced reefers will read the description and understand that 1.5” means 1.5”, despite the close up shot. Do people just not read anymore, and only look at the visual? You know my stance on that, and my hatred of Instagram and such as “selling tools”… On the other hand, would you be able to see enough detail to make a purchase decision if we shot the coral in macro at it’s actual size and placed it on the website? I’m not asking rhetorically…I’m curious.

In general, honest vendors, of which there are many, will bend over backwards to represent their products well. This doesn’t even need reflection..It’s the ONLY way to do business. However, as a vendor who consistently strives to be the best that we can, we need feedback to keep improving at every opportunity. The whole industry does.

What are some “reasonable expectations” that you have as customers of online coral vendors that you’d like to see met- heck, exceeded- on a regular basis?

Thanks in advance for your feedback!

Stay on us…

And stay wet!

Regards,

Scott Fellman
Unique Corals

 

[Tweaked]

I think when vendors state the size and care level, that's all we need. The macro shots are also a plus. If I purchased a car out of a magazine, would I expect it to be small, large, or do the research on it's dimensions.

 

[TWT5011]

1. Customer needs to read, yes. You can only provide honest information.
2. Customer will need to educate themselves to the sizes offered... a few coral purchases will help that.
3. This customer didn't have an issue with the color, however, I do believe the crisp, highly detailed, colorful coral shots can set expectations too high... There is a difference in what the lens sees and what the human eye sees.

 

[Russellaqua]

I've often felt the macro shots unnecessary. My eye doesn't see the coral that way so those photos don't accurately portray what the coral would look like to me when just viewing the tank. A lower amount of zoom in the photo might be more helpful. The macros are neat in that they show the intricacy of these amazing animals, but don't help me much otherwise.

 

[JSB]

You can't always make the customer read, but there is a way to help with comprehension. Consider photographing each coral with a standard. Perhaps a white plastic ruler behind each item. That will give both color and size reference. After that, there is not much else you can do.

 

[uniquecorals]

Excellent fedback! we actually considered the "ruler" thing at one point...but you know what won out? Aesthetics!

This is the only time this issue has ever been brought to my attention in over two years, but it is something that we take seriously...Love the thoughts; thanks!

 

[Akwarius]

Great topic. A few thoughts:

1. Taking the coral pic on egg crate solves most of the OP's issues. Most buyers know the scale to be 3/4" per square.

2. WARNING, TABOO SUBJECT AHEAD! A small percentage of buyers (hopefully less than 1%) have buyers remorse and may be looking for any excuse to score a refund. I know this happens in every retail arena, and coral sales are no exception. A good retailer eliminates this risk by always exceeding the buyers expectations.

3. Some people are skittish to buy online, especially live animals. A less than favorable experience will drive these customers away permanently, as their doubts are confirmed. "I knew buying coral online was a bad idea. Guess I'll just stick with the local reef store."

 

[JSB]

1. Taking the coral pic on egg crate solves most of the OP's issues. Most buyers know the scale to be 3/4" per square.

Not to be confrontational about this, but I don't agree. "Most buyers" does not equal "all buyers" is the first issue. "Most" is an ambiguous word. Second, placing an item on egg crate is only a good reference if the egg crate is clearly marked as to size, and the shot is taken top down. An oblique shot of horizontal egg crate and vertical corals will introduce perspective errors. The measurement reference and the specimen must be on the same spatial plane.

As to your other points, I agree completely.

 

[Akwarius]

That's a good point JSB. Some people might not know that egg crate measures 3/4", but can still intuit a degree of scale. Plain black backgrounds, photo-boxes, or whatever they are, don't allow for any reference point. I've also seen sps vendors that photo sticks horizontally placed on the egg crate. It's not going to win any photo contests, but at least the buyer knows what they're getting. As a vendor, you must sacrifice aesthetics to some degree. Besides, as a vendor, if egg crate or rulers bothers you so much, take both a 'sexy' pic and a reference pic.

On a side note, my youngest brother in law, who has no interest in the hobby, commented when he first saw my zoa collection: "Why aren't they big like in the photographs?"

 

[Tweaked]

Well for me, I enjoy the macro shots as my vision is amazing and always has been. I see them in my tank this way and prefer to see them pictured this way. If you didn't do a macro, they might all look the same and not show potential to say have some blue in it, etc.

 

[TWT5011]

I think... there's a learning curve for the customer when purchasing livestock... for size, color, shape, texture, etc. No way around it. As for the macro shots I mentioned... It's absolutely necessary... how else could you sell? I love the macro shots and Unique is one of the very best at taking photographs... frankly, the photography is what brought me to this vendor... I've always thought, their photography communicated value, quality, health. However, when I consider corals... I have to remind myself that the subtle green or the pops of orange or the pink highlights I see in the coral in a macro shot may not be as visible in my tank, especially from a few feet away and not looking down on the piece. If eggcrate is used in the shots, that helps alot with size questions. But, the ruler idea sounds smart... maybe consider/construct a ruler that is black/dark/greyish in color so when you take the shot the ruler is visible but does not take away from the coral. Have the ruler blend in the background a bit so your eye sees the coral first, ruler second.

 

[laineyg6]

I am absolutely terrified of buying corals online for these very reasons. I have considered it a number of times, but never actually ordered. As a consumer (and former graphic designer) I am well aware of how photos can be manipulated. I guess honesty from a seller is something that comes from reputation and word of mouth. Personally, I read the description closely to determine size, and sometimes even pull out a measuring tape see the actual size. I think a normal shot and a macro shot would be useful. Lightning plays an enormous difference too. I get mad (and maybe it's just me) when I see pictures of corals that are taken under lights that are more actinic than white. It feels like I'm being manipulated because they're not representing their product in normal display conditions. If it looks amazing under actinic, it's a bonus, but I don't know many people who ONLY use blue in a display tank. Number of polyps or heads is also an important detail.

 

[laineyg6]

Any object placed beside the coral for scale is a good idea. I like TWT5011's suggestion of a darker ruler, and egg crate is a helpful reference point for scale.

 

[Daniel@R2R Verified Admin]

Get a sexy ruler. Problem solved. LOL!

 

[Diesel]

Get a sexy ruler. Problem solved. LOL!

Oh Yeah..............!!

 

[Marquiseo]

Excellent fedback! we actually considered the "ruler" thing at one point...but you know what won out? Aesthetics!

This is the only time this issue has ever been brought to my attention in over two years, but it is something that we take seriously...Love the thoughts; thanks!

Simple solution: Add the size in the image

 

[TWT5011]

Have the body of the ruler be dark, match the background as best you can, have the lines for measurement fluoresce or be white... The blue spectrum of the light should make the white lines look dim. I think the brunt of the aesthetics should be retained even with the ruler.

 

[Oscaror]

I don't care the size, the corals on your site are spectacular!
Even if I can't buy them, I can stare at them and deny the fact that I don't have them.

 

[Braves Fan]

Bottom line is : People just don't read I have posted and read post by others in different forums. A question is asked about the post, and I am like, didn't you read the post, your answer is right there in black & white.

 

[luxauterna]

Bottom line is : People just don't read I have posted and read post by others in different forums. A question is asked about the post, and I am like, didn't you read the post, your answer is right there in black & white.

^^^Agreed! Huge pet peeve of mine.