Let pictures serve a purpose
When you aim to create a feeling and to lead customers to a product, pictures have a great impact. A customer can relate to a portrayed situation or brand when a sign is dominated by a picture.
Near the product, the need for product or contextual pictures is lower. At that distance, a product picture can be useful to create visual recognition between the product and the information on the sign. This could be important in certain sections of a store where products need to be easily distinguished from one another.
Mood-creating pictures near the product itself could however also serve the purpose to create associations with other products, if that’s your goal.