Before a customer decides to buy a product, something must first encourage them to do so. A sale does not always occur simply as a result of need. One of the most important elements of marketing is the way the goods are presented, for which photographs are very often used. Product photography - what is it, how to take professional product shots and why is it worth it?
Product photography - what does it involve?
Product photography is the taking of high-quality, professional photographs of goods for sale. It involves organising special photo shoots, where instead of models, individual products are placed in front of the frame. Almost anything can be the subject of product photography - cosmetics, sports equipment, kitchen accessories, plants, home decorations or toys.
Product images taken during such sessions are used when presenting goods to customers. This means that they can be found, among other things, on the websites of the respective shops or manufacturers, as well as in various types of marketing material (leaflets, posters, banners, advertisements on the Internet). Product photography is carried out by professionals equipped with high-end equipment. As a result, the photos are able to capture all the details of the product and present it to the potential customer in such a way that he or she has no doubts about its appearance and qualities. 
Types of product photography
Product photography is divided into several types, depending on how it depicts a product. It is still a branch of photography that is evolving all the time. The creatives involved in each of the following types are constantly reaching for new and increasingly creative solutions. Here are the most popular types of product photography:
- Packshots - this type of photo shows only the product and nothing else. Usually the item is against a white background, but there are also examples using other colours. It is also possible to create a so-called transparent image from such a photo, i.e. without any background. In order to produce a high-quality packshot, it is necessary to ensure good lighting of the entire product. Its colours should not be distorted and all elements should be clearly visible. The item is in the centre of the frame and you cannot see what it is placed on. It looks as if it is suspended in the air. Sometimes you can find packshots with a shadow cast by the product, but usually the background is completely uniform and matches the background of the shop's website, for example;
- Ghosts - ghost shoots are a faction of packshots, and are characterised by a focus on showcasing clothing. During ghost photo shoots, photographs are taken of the clothing worn on mannequins. After final processing, however, nothing but the garment is visible in the photo, so it gives the impression of being put on a ghost. This allows the client to see how a particular shirt, trousers or other garment looks worn on the body. The background, as befits packshots, is solid, usually white;
- Still life - product photography in this style requires creativity from the photographer. A single-colour background is not enough. You need to create a whole arrangement in which the product will fit in, but will not be lost on it. It still has to be in the foreground. Such a photo can show an example of its use, but not necessarily. It can also be a very artistic photo that will make the customer curious and draw their attention. Product shots in an arrangement can be either minimalist or very technically advanced. Sometimes even several people are needed to take them. For example, a bath gel shoot may involve gushing water or a bathtub full of foam and rose petals. In addition to the photographer, it is therefore useful to have someone to run the water jet or hold up the product. This is very creative product photography, which sets virtually no limits for the creators.
Features of good product photography
Photographing products may seem simple, but it turns out to be quite a demanding art. Not every photographer will immediately find their way into this type of work. How can you tell the difference between good product photos and mediocre ones? Here are some of the characteristics of quality shots:
- High image quality - the photo must be in focus and the resolution should allow for a good amount of zoom and the ability to look at the product up close. The photograph must not be blurred;
- The whole product in the photo - you can of course take shots showing only certain details, but the main photo must show the full product. Nothing can obscure it and it should all fit in the frame;
- Good lighting - in the photo studio, you need to make sure you have professional lamps to make the colours of the product in the photo realistic and that nothing is shaded or brighter than in reality;
- The right frame - the product to be sold must be in the centre of the photo.
Why outsource product photography to specialists?
Taking pictures of merchandise for shops should be done by specialists. They are the ones who have professional cameras for product photography, lamps, tripods, lenses and also studios. In addition, their great strength is their imagination and experience. No one who does not deal with product photography on a daily basis can take such quality photos as a specialist.
Product shots are a very important part of marketing and therefore contribute to sales results. The better the photos, the greater the chance of convincing a customer to buy. It is therefore not worth taking shortcuts and taking amateur product shots. It is much more cost-effective to work with a specialist. If you find a creative subcontractor, he or she will, in addition to packshots, take original shots with an arrangement that will make your products stand out from the competition. 
The most common mistakes in product photography
On the Internet, you can find plenty of shops where the product photos leave a lot to be desired. The reason for this is often the lack of cooperation with a professional photographer. Here are the most common mistakes in product photography:
- Blurred photos - unfortunately, sometimes photos are of very poor quality. They tend to be blurry, pixelated and hazy. It is not possible to see all the elements of the product in detail and sometimes even to read the writing on the packaging, for example. In addition, this problem is often combined with poor resolution, making it impossible to zoom in on the image;
- Poor light - when shots are taken in an inadequately lit studio, not only is the product poorly visible, but there are also shadows. In packshots, accidental, unplanned shadows are also a major faux pas when the product is supposed to be on a solid white background. Every photograph should undergo post-processing, during which any such imperfections are removed. However, it is impossible to take a good photo without product photography lamps;
- Misrepresentation of the product's colours - this is important in all product photography, but is particularly relevant for cosmetics, clothing or home décor items, among others. The photograph must reflect the real colour of the item, as this is very often the factor that influences the purchase. If a customer realises that the colour of a product is different in reality, they will probably return it;
- Not enough photos - sometimes there is only one photo on a product page showing the goods. You need to remember to present the item from all sides and even with close-ups of small parts. There should be a minimum of three photos on the website - front, side and back of the product. A very interesting option are 360-degree photos, which allow you to rotate the item around with the cursor;
- Unsightly shots - for a product to appeal to the customer, it must look inviting. It must not be creased, damaged, dirty or have visible signs of use. Both the item itself and the ground it sits on must be perfectly cleaned and prepared for the shots;
- Lack of consistency in one online shop - it is a good idea to ensure that all products of a particular brand are photographed in the same way. This is so that the customer has a sense of consistency at all times during the purchase and is not disappointed when, for example, one type of product can be seen both front and back, while another only has a blurred photo on one side.
Product photography tips
Product photography - how do you get started with this type of photography? If you want to take high-quality shots, it is essential to get a product photography kit. This includes a camera with lenses, of course, but also lights, backgrounds and set design elements. All this should be in a studio, but you don't need to rent a special place for this right away. A shooting corner can even be organised in a flat. All you need to do is purchase suitable backgrounds and lamps. Tables or shadeless tents, for example, may also be useful.
It is worthwhile taking a course with a specialist. Not only will you gain knowledge and improve your skills, but you will also see how a professional performs such sessions. This course can also convince you whether this type of photography is really for you. Apart from that, it is all about practice. See as much of other people's work as possible and try to assess it. You can draw inspiration from some and learn from others what mistakes to avoid.
Interesting facts about product photography
Product photography uses a lot of interesting tricks to make objects look their best. Such an example would be, for example, a photo shoot of a set of glasses. You've probably seen more than once a shot with a glass from which water is gushing out. Photographers are able to capture such split-second shots, for example when someone starts dropping ice cubes into a glass filled with liquid. When these make drops fall out of the vessel, this is when the shot should be taken.
Sometimes even several people need to be involved in order to produce one imaginative frame. Water tricks are also common in cosmetics or perfume photos. In the case of some products, it happens that human hands are also visible in the photo. This is often useful to show how something works or how it looks during use (e.g. watches or jewellery).
If you run your own shop and are keen to market yourself effectively, it is essential that you use a professional photographer. A professional will know which lens for product photography will work best for you. Photos of this type are not only needed in sales offers, but also in articles about the product. By photographing goods professionally, interest in them and their sales are increased.
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