HIGH POINT — In the modern furniture business, discussions around product imagery often center around the latest digital technologies, enabling the rapid creation of marketing content. However, not everyone believes these digital tools are the be-all-end-all solution. Some companies, like Johnny Davis Digital Solutions, argue that traditional methods still have an essential role in creating impactful product imagery.
Johnny Davis Digital Solutions, serving clients such as Hooker Furnishings, Bernhardt, CR Lane, Homelegance, and Asian Loft, utilizes classic studio photography setups to produce high-quality catalog-ready product images. While digital editing plays a role, the company emphasizes the importance of traditional photography for its ability to capture products more authentically.
Johnny Davis, the company’s owner, explains, “Traditional photography gives a truer representation of your product. With today’s lighting and camera technology, the elements within the shot can really bring everything to life.” While he acknowledges the usefulness of computer-generated imagery, especially for web visuals and thumbnails, Davis believes that traditional photography offers an unmatched quality for print catalogs, which he argues are still a crucial part of marketing strategies.
Catalogs remain particularly significant for many of their clients, who view them as a key generational marketing tool. As Davis states, “Some buyers still love flipping through print catalogs when navigating showrooms.”
Despite its focus on traditional photography, Johnny Davis Digital Solutions combines modern digital techniques, ensuring flexibility and efficiency for its clients. The company can quickly touch up photos taken at on-site locations, showrooms, or events such as the Las Vegas Market, allowing for a diverse range of product imagery that meets each client’s unique needs. The team is capable of offering several hundred images per project, whether it’s silo shots, lifestyle imagery, or full vignettes.
Davis believes what sets his company apart from fully digital competitors is its blend of traditional methods and modern technologies. “We take clients from concept to final product, involving them every step of the way. It’s about building long-term relationships, not just completing a one-off job.”
In a rapidly evolving industry, Johnny Davis Digital Solutions proves that sometimes, sticking to the old ways while embracing the new is the key to staying ahead.
