Commercial imagery has a subset called “product photography” that focuses on presenting goods for advertising and promotion in an attractive and accurate manner. The main objective is to attract potential customers by showcasing the product in its best light.
Photography in this style is essential for both offline and online advertising. It appears in brochures, billboards, magazine advertisements, and, most significantly, e-commerce websites. The effectiveness of product images can have a big impact on a customer’s purchase choice. Consequently, they are essential to the success of retail businesses.
Given its significance, professional teams of photographers, stylists, and graphic designers are frequently used for product photography. Effective product images that appeal to customers and effectively depict the product depend on having the right lighting, angle, background, and post-processing.
How To Define Product Photography?
Product photography is a specialty branch of commercial photography with the goal of showcasing products to potential clients in an appealing and realistic way. The effectiveness and appeal of product images can significantly affect consumers’ decisions to buy; hence, they are an essential component of marketing and advertising efforts.
Product photography involves a number of critical processes, from choosing the appropriate lighting and composition to post-processing the photographs for use. It calls for a blend of technical photography know-how, imagination, and a profound comprehension of the product and its intended market.
Product photography is much more important in the modern era. It is a driving force in e-commerce, where the visual presentation of things may make or break a transaction given that customers cannot physically engage with the objects.
Dealing With The Various Issues In Product Photography
Learn how to overcome common hurdles in product photography and enhance your images with some pro tips
Lighting:
One of the most critical aspects of product photography is lighting. It can significantly influence how the product appears in photographs. Two types of lighting are commonly used: natural lighting and studio lighting. Natural lighting is often preferred for lifestyle product photography, while studio lighting, which allows for greater control, is typically used for studio shots.
Styling and Composition:
A product’s presentation might be just as crucial as the actual content of the offering. Together with photographers, stylists frequently design sets that are visually pleasing. To establish a specific mood or theme, they could, for instance, choose certain props or arrange things in a certain way. In order to stand out from the competition and draw attention to the product’s most important qualities, the composition is also quite important.
Post-Production:
Once the product images have been taken, they are not instantly usable. They are altered using programs like Adobe Photoshop or Lightroom during the post-production stage. This procedure could entail changing the color balance, fixing small flaws, or perhaps deleting the backdrop completely for a cleaner appearance.
Consistency:
Consistency is key in product photography, especially for brands selling online. The product images should have a consistent look and feel to create a cohesive brand image. This could involve maintaining the same lighting, angles, backgrounds, or color schemes across all product photos.
Technology:
Product photography is always changing as a result of technological breakthroughs. Customers can view things from various perspectives using 360-degree imaging, for instance, which gives them a more thorough understanding of the item. Similar to this, augmented reality (AR) is being used to provide virtual ‘try-on’ experiences, particularly in the fashion and home décor sectors.
In summary, product photography is a hybrid of art and science that calls for both creative insight and technical proficiency. It is an essential component of any marketing plan since it is a potent instrument that companies employ to graphically convey the value of their products to clients.
How Does Object Photography Work?
The goal of object photography, like that of product photography, is to take still-life pictures of specific objects. The main objective is to display the object in a beautiful and detailed way. This type of photography is frequently utilized in a variety of fields, including marketing, advertising, and the documentation of museums and archives.
The item in question may range in complexity and value from simple everyday items like jewelry or antiquities to more complex and expensive items like a teapot or a pair of shoes. The secret is to use good lighting, composition, and background choice to emphasize the object’s distinctive qualities, including texture and form.
While object photography may be used for a wider variety of purposes, product photography is primarily utilized for commercial purposes to market things. It may be employed, for instance, in the cataloging of museum items, the production of thorough records for insurance purposes, or just for aesthetic expression. Both demand a great eye for detail and a thorough understanding of lighting and composition, despite their opposite aims.
Different Styles of Product Photography:
The many methods and strategies used to photograph products for marketing or advertising objectives are referred to as product photography styles. Each aesthetic has a distinct function and conveys various facets of the product to prospective clients. The choice of style can complement the entire brand image and marketing plan while also having a substantial impact on how the product is viewed. White backdrop, contextual, lifestyle, scale shots, close-up, group, flat lay, packaging, and user-generated are typical types of product photography. Each of these styles calls for distinctive setups, compositions, and post-processing methods, providing special approaches to highlight the features, functionality, and appeal of the product.
White background:
This is one of the most common styles of product photography, particularly for e-commerce. The product is photographed against a clean, white background, allowing it to be the sole focus without any distractions.
This style is appreciated for its simplicity and clarity, showcasing the product’s design and features in a straightforward manner. It also offers a consistent look across different product types, which helps create a cohesive brand image.
Moreover, white background photography is highly versatile, as the images can be used in various marketing platforms, from online product listings to print catalogs.
Contextual:
Contextual product photography places the product in a relevant setting or environment. Rather than isolating the product on a plain background, this style shows the product in use or situates it within a scene that complements its purpose or target market.
For instance, a camping tent might be photographed in a forest setting. This style helps consumers visualize how they might use the product, thereby fostering a stronger connection with it.
Lifestyle:
There’s a lot of crossover between contextual and lifestyle product photography. There is one key difference, though: lifestyle photography includes and is often focused on actual people. Some contextual shots lack humans.
The lifestyle product photo below shows people enjoying one another’s company over a beverage and meal. This image depicts an experience others can expect if they purchase the beverage too.
Scale shots:
Scale shots are product photos that give a frame of reference so people can envision how big the products are. While product specs and dimensions are descriptive, sometimes shoppers need an image to see how big or small it is in comparison to common objects.
The below image shows a teacup and accompanying dish, along with someone holding it to give you a sense of just how tiny this item is.
Detailed:
Detailed shots, also known as close-ups or macro shots, focus on the finer details or unique features of a product. They allow customers to see the texture, craftsmanship, and quality of the product. This style is particularly useful for high-value or intricately designed products, like jewelry or electronics. By providing a closer look at the product, detailed shots can instill confidence in the product’s quality and value.
Group:
Group shots involve photographing multiple related products together. This could be a set of products sold together, like a skincare routine kit, or different variants of the same product, like a t-shirt available in different colors. Group shots can help customers understand the range of options available and how different products can complement each other.
Flat lay:
Flat lay photography involves arranging multiple items on a flat surface and photographing them from directly above. This style is popular in the fashion, food, and beauty industries and is often used to showcase product collections or create aesthetically pleasing compositions.
It’s a great way to tell a story or convey a certain lifestyle or mood associated with the products.
Packaging:
Packaging photography focuses on the packaging of a product. It’s particularly important for products where the packaging forms a significant part of the user experience, like luxury goods or subscription boxes.
Packaging shots can highlight the unboxing experience, the design and quality of the packaging, and any included extras like instruction manuals or accessories.
User-Generated:
User-generated content (UGC) is not a style of photography per se, but it involves using photos taken by actual users or customers of the product. Many brands encourage customers to share their own photos of the product through social media contests or hashtag campaigns.
UGC adds authenticity to the brand and allows potential customers to see the product in a variety of real-world situations. It also builds a sense of community and engagement around the brand.
Check Out These Awesome 25+ Stats About Product Photography!
Product photography is an essential component of online marketing and e-commerce. Here are some insightful statistics to help you understand the importance of product photography and its impact on consumer behavior:
Top 15 Stats About Product Photography
- 93% of consumers consider images essential in purchasing decisions. (Source: Justuno)
- High-quality product photos can increase conversion rates by up to 50%. (Source: Shopify)
- 22% of returns happen because the product looks different in person. (Source: Business2Community)
- 78% of online shoppers want products to be brought to life with images. (Source: BigCommerce)
- 75% of online shoppers rely on product photos when deciding on a potential purchase. (Source: MDG Advertising)
- 60% of consumers are more likely to consider or contact a business when an image shows up in local search results. (Source: Search Engine Land)
- 67% of consumers consider clear, detailed images to carry more weight than product information, full descriptions, and customer ratings. (Source: MDG Advertising)
- 30% of U.S. online shoppers have reported that they would like to see more video from e-commerce sites. (Source: Statista)
- 63% of consumers say that good product images are more important than product descriptions. (Source: Weebly)
- 54% of consumers expect to see at least three photos of a product when shopping online. (Source: Salsify)
- 50% of online shoppers say large, high-quality product images are more important than product information, descriptions, or reviews. (Source: Weebly)
- Images that contain people generate 38% more likes than images without. (Source: Georgia Institute of Technology)
- 22% of online product returns are due to the product appearing different in photos. (Source: BrightLocal)
- 3% of e-commerce shoppers will share a product page on social media solely because it contains interesting product photos. (Source: Shopify)
- Facebook posts from brands that included images earned 87% of all engagements. (Source: eMarketer)
10 More Stats About Product Photography
65% of senior marketing executives believe visual assets (photos, videos, illustrations, and infographics) are core to how their brand story is communicated. (Source: CMO Council)
85% of consumers place more importance on color than other factors when shopping for products. (Source: Shopify)
Infographics are liked and shared on social media 3X more than any other type of content. (Source: MassPlanner)
66% of consumers prefer to watch a video to learn about a product or service. (Source: Wyzowl)
73% of customers are more likely to purchase after watching videos explaining a product or service. (Source: Animoto)
52% of marketing professionals worldwide name video as the type of content with the best ROI. (Source: HubSpot)
96% of consumers find videos helpful when making a purchase decision online. (Source: Animoto)
80% of consumers believe demonstration videos are helpful when making purchases. (Source: Blue Corona)
88% of visitors stay longer on a site with prominent videos. (Source: Mist Media)
64% of consumers are more likely to buy a product online after watching a video. (Source: HubSpot)
40% of consumers state that video increases the chance they’ll purchase a product on their mobile device. (Source: Adobe)
62% of consumers watch product review videos before making a purchase. (Source: Invodo)
These statistics underline the critical role product photography (and increasingly, video) plays in e-commerce success. High-quality visuals not only showcase products effectively but also build trust, lead to higher engagement, and ultimately drive more sales.
Product Photography in the Post-Pandemic World
The COVID-19 pandemic has ushered in a transformation across numerous sectors, and product photography hasn’t been immune to these changes. With the world gradually opening up, yet still holding onto essential lessons from the pandemic, product photography has witnessed an evolution in its practices and trends. Let’s explore how this industry has adapted in the post-pandemic era.
Embracing Remote Product Photography:
In a world still grappling with social distancing norms and safety protocols, remote product photography has emerged as a major trend. This practice involves photographers working from their home studios, receiving products by mail, and setting up shoots remotely. Brands send their products to photographers, who then use their creative skills to capture the product’s essence from the comfort of their homes.
This shift not only adheres to safety precautions but also offers convenience and cost-effectiveness. Companies can save on travel and location expenses, while photographers can work on multiple projects without geographical restrictions. Even as we move past the pandemic, this trend is expected to continue due to its manifold advantages.
Harnessing the Power of 3D and CGI:
As lockdowns and travel restrictions made physical shoots a challenge, brands started exploring alternatives. One such solution was the use of 3D modeling and computer-generated imagery (CGI) to create lifelike product images.
In the post-pandemic world, this trend has gained further traction. Brands have recognized the potential of these technologies to craft visually rich and unique product images. 3D and CGI allow unlimited creativity, provide control over every aspect of the image, and eliminate the constraints of physical product photography. Given these benefits, it’s likely this trend will continue to evolve and remain a prominent feature of product photography.
Emphasizing Authenticity and Real-Life Context
Consumer preferences are becoming more authentic and relatable thanks to the pandemic. Brands that speak to consumers’ real-life experiences and values are becoming increasingly valuable. Product photography has changed to emphasize showing objects in their natural environments in response to this shift.
Product photography is done after a pandemic and frequently uses real people’ as opposed to trained models. In order to show how their products fit into consumers’ lives, brands use real-world scenarios. This strategy improves the relationship with potential customers and gives the brand’s image a more genuine feel.
Spotlight on Sustainability
Sustainability is no longer a buzzword but a key factor shaping consumer choices. The pandemic has brought environmental issues to the forefront, and brands have responded by showcasing their commitment to sustainability in their product photography.
This trend includes the use of natural lighting, recycled or eco-friendly packaging, and highlighting the sustainable aspects of the product itself. For instance, a brand selling eco-friendly products might choose a natural outdoor setting for their photoshoots to emphasize their alignment with environmental preservation.
Prioritizing E-commerce Optimized Images
The pandemic-induced boom in online shopping has made e-commerce optimized images crucial. These images are designed to showcase the product effectively on digital platforms. They often include multiple angles, detailed close-ups, and sometimes even videos to give online shoppers a comprehensive understanding of the product.
In the post-pandemic world, with e-commerce continuing to thrive, these images are more important than ever. They are central to generating customer interest and facilitating informed purchasing decisions. Thus, creating e-commerce optimized images has become a top priority in product photography.
Adhering to Safety Protocols in Photoshoots
Even as the world moves beyond the pandemic, safety protocols from that era have become ingrained in our practices. Product photoshoots are no exception. Social distancing, sanitization, mask-wearing, and limited crew members are now standard practices in many photoshoots.
These measures not only ensure the safety of everyone involved but also reflect a brand’s commitment to its employees’ and customers’ wellbeing. This can enhance a brand’s reputation and foster trust among consumers.
Product photography has entered a new phase in the post-pandemic period. While some of these trends were urgent responses to the epidemic, many have proven to be enduring and valuable, and they are most likely to become pillars of the business. Product photography has changed in reaction to the changing world, demonstrating its resiliency and inventiveness. From distant shoots and cutting-edge technologies to authenticity, sustainability, and e-commerce optimization.
