Product photography is key to increasing customer loyalty and generating sales. Dahlgren stated that “customers are three times more likely to buy online when retailers offer rich imagery with the ability to zoom, pan and see colour options and alternative views of the merchandise, along with the products presented in context or on a model.” In a traditional Brick-and-Mortar establishment customers have the ability to pick up and feel the products to get a closer look. Online, photography offers the customer the ability to engage with the product offering a tangible experience that cannot be described through text alone.