All about product photography

Product Photography – an introduction for businesses.

For a business selling a product the way in which the products are presented is all important. Marketing research suggests that a lot of customers buy on an emotional want not through necessity; making the product image attractive adds to the sense of want. The visual experience is vital to selling particularly in a web based world.

The product shoot critical in creating an attractive, stimulating portrayal of the product. A vision of what is required is vital; the ability to communicate this to the photographers is equally important.

The first thing to do is understand where the image is to be used, to differentiate between the requirements of ecommerce and marketing. What is suitable for the strict guidelines laid down by Google and Amazon ecommerce will not be the best image for advertising the same product in the context of a magazine or on a web site. Ecommerce requirements focus on an accurate, plain portrayal of the item based on a set of established rules depending on the platform. Advertising can extend beyond this; an accurate representation of the product is needed but the product can be portrayed in a variety of ways and in a variety of environments designed to demonstrate it to its full advantage and enhance desirability.

Websites such as Instagram have become major product information portals for companies showing their products, positioned between the plain regimentation of say Amazon and the fuller expression of a lifestyle shoot.

Many companies develop a brand, a style by which it’s marketing may be recognised visually. This can be based on a set of colours and tones that are the corporate norm through to the definition of text styles and lighting techniques used. Branding is very important and once a brand style is established it forms a future pattern for the business by making the media immediately recognisable before the viewer has had the chance to take in the details of the individual image.

It is vital to provide a shoot brief to the photographer particularly if this is the first time you have worked together. Meet and discuss requirements and expectations, and agree in writing what is needed.

Planning the shoot.

Ecommerce product styling is dictated largely by the platform. Sites such as Amazon have strict guidelines that must be followed. For these shoots the photographer will be well aware of the standard requirements and how to achieve them.

Marketing and advertising shoots are based on the corporate brand and identity. There are a number of factors that need to be taken into account including;

- Is the image going to be a plain product shot or will there be a lifestyle element showing the product in context, providing a background the viewer can relate to. A balance between realism and context needs to be struck, avoiding busy or distracting backgrounds that can conflict with the product.

- The means by which attention is focussed on the product; focus, lighting, colour management or a combination of all three are the tools to be used.

- What angles will the product be imaged from? Where there are unique features on different aspects of the item should there be a number of shots illustrating these features or a single shot with a number of products laid out to show the features customers will want to see.

Where a lifestyle shoot is needed the considerations are;

- Colour scheme. Should the background be complimentary or contrasting.

- Location which can be either in studio, or on location. Studios are set up for full lighting control, locations can be complemented by studio lighting while looking more natural if that is needed.

- Natural light or studio lighting. Some products shoot better using natural light where the consumer will relate to this more readily.

- In a lifestyle shoot the product is made the point of interest through use of lighting, colour, and focus, based on the brand requirements.

The Shoot

Setting up a product shoot requires a lot of management; most of this is the responsibility of the photographer who will work with the client to make sure everything is in place.

- Location. Options are studio, on client premises, or on location. The factors influencing this are not only artistic. The size of the product is important as is access to it; larger objects such as furniture may be better handled on the client premises whereas an ecommerce shoot may work better from a studio where the lighting and background facilities are available in a controlled environment.

- Timing per item. Again dependent on the size of the items. A minimum of about fifteen minutes per item is a good rule of thumb for easily moved items, longer for larger or heavy ones.

- Angles. When shooting it is a good idea to make several different angle shots to provide options for presentation. Whatever angle is selected make sure it captures the key points of the product.

- On shoot review. The photographer will review each shot for focus and compliance with the shoot brief, sometimes particularly when this is a new relationship the client should review some of the images to make sure they are meeting expectation during the shoot.

The shoot does not end until the post processing is completed. This is where the images are polished with colour balancing, cropping and sharpening and other editing needed to bring the shoot images to the required standard.

One of the most frequently asked questions is what equipment is needed. Quite often reference is made to using smartphones particularly when shooting for something like Instagram. There are a number of points affecting this.

A smartphone is a difficult device to use to control the appearance of an image. The quality of an image depends on the size of the camera sensor employed and the lens used; smartphones have very small sensors and no substitute for a lens so limit the technical options available. For quality output generally a dedicated camera system is required.

Lighting. Where studio lighting is used – either on location or in studio – it is not unusual to use four or more lights with suitable modifiers like softboxes to provide the result needed.

Shooting at the client premises has some advantages provided sufficient space is available, which depends on the product. The main advantages are access to the product, useful where a replacement may be needed, and to the people who commissioned the shoot and may need to be consulted during it.

The process of product shooting can be as simple as setting up a standard lighting system with the products being placed and shot in the same environment in the same position for an ecommerce site through to an on location shoot with services such as lighting, makeup and hairdressing for several models, and finding a suitable location and arranging access and permissions. It all depends on the product, it’s use, and the way in which it is to be promoted.

For further information please call us, we are happy to discuss any requirement that you may have.