October 3, 2011, 3:28 PM

Pros help Shutterfly customers tell their stories

Photographers and storytellers show customers how to make the best use of images.

Lead Photo

Shutterfly's 'Happiness Is' photo book style.

Shutterfly Inc. is rolling out a new Storytelling service on Shutterfly.com, along with 30 new photo book designs, all packaged to give shoppers new ways to preserve and share stories. Shutterfly, which operates Shutterfly.com TinyPrints.com and WeddingPaperDivas.com, is a web-only retailer whose services enable consumers to turn their photos into scrapbooks, greeting cards and calendars.

The new Storytelling section on Shutterfly.com targets the three components of photo book creation: photography, storytelling and design, the company says. Content in the section will change weekly and is starting with photo-shooting tips and samples from photographer Jason Lee and photojournalist Thor Swift, and ideas from Six-Word Memoir founder Larry Smith and scrapbook creator and photographer Ali Edwards.

Later in October, content will focus on story themes celebrating life and November offerings will focus on family tradition-themed storytelling.

The new section is designed to help consumers build their own photo books, says Heather Maddan, photography and storytelling expert at Shutterfly, No. 66 in the Internet Retailer Top 500 Guide. “Whether it’s sharing tips for taking great photos of your kids, suggesting innovative ways to caption your story or offering page layout advice from professional designers, Shutterfly customers will find help in telling their stories of special occasions and everyday moments,” she says.

To mark the launch of the Storytelling section, Shutterfly is introducing photo book styles that include page templates, or idea pages, and other embellishments so customers can further personalize their books using text and captions. New themes include a travel journal and a recipe book.

Shutterfly also introduced “guided styles” designed to inspire new ways of telling stories and walk consumers through the storytelling process. For example, the “Happiness Is” photo book style offers a way to organize favorite photos complemented with simple sentiments in elegant layouts and a neutral palette.

The retailer now offers 71 different photo book styles.

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