If you enable image swatch, please go to Theme Options > Woocommerce > Single Product > Variation Selection Mode and select Image / Color Swatch.
Then you can see swatch section in the product edit page.
At first, please add new attribute to be displayed as image swatch.
Then please add variations and select thumbnail image to be displayed when selecting image swatch.
Finally in the “Swatches” tab, select images or colors for the attribute values.
If you want to display image and color swatch in shop pages, please go to Theme Options > Woocommerce > Product Archvies > Show Color / Image swatch and enable it.