Do branded photos increase sales?

I know on Amazon the first photo has to have a white background, etc. But for the other photos, does branding them increase sales (adding colorful text boxes with sales points, having a background other than white, etc.)

I ask this because I recently edited the photos of one of my products to have a colorful background & little designs and after they got approved by Amazon they have been the only product that has been selling. Even though all my other listings are identical products (just different designs) and all have the same format (white background on all photos)