Words & Images By Josh Flavell

What is Product Photography?

Product photography is the process in which a company wishes to get shots, using various angles, of a product they sell which they use to advertise said product. The process is very commonly used and doesn’t necessarily require an obscene amount of space like some other forms of photography but still requires a good set-up of lights, a backdrop and of course a camera. The arrangement of the product or the product placement is often ideal when there is no shadow or light reflecting from a label or from the product itself as to make the name of the product readable and sharp and essentially high quality.

The process of Product Photography

The process of product photography begins with the setting up or the preparation of the set. As previously stated this requires lights a backdrop and a camera but obviously the arrangement of these pieces of equipment is vital if you want a shoot to go well. So the first thing to mention, as far as the lights go, is that we use an overhead light which is not always used on a shoot but when doing shots of products it’s important to use as this negates the shadow which is often unwanted. We of course use other lights at either side of the product and have the camera centred on the product, which we contort in order to get portrait shots, overhead shots etcetera. Once the set is ready, we take the shots and edit the file names of each product used accordingly as to make finding the images easier and serves as an efficient way of handling a big shoot with many images.

Atmosphere

Using dark colours, such as black, can be used to create a moody atmosphere and create silhouettes which of course creates a very unique look. This can be achieved by standing up baffles which are designed specifically for directing light and creating this atmosphere. Atmosphere itself is commonplace in all forms of photography and is often added through editing by darkening shadows and increasing the contrast which of course works, but takes away from the magic of creating a moody or vibrant atmosphere though utilising light alterations and using baffles.

Post production editing

Once you have finished the shoot the next step is to start the next stage of the process by focusing your efforts on editing. Naturally the usual setting sliders such as contrast, saturation and shadows are go-to’s as these will enhance the image regardless of what the image is in most cases. If you used the baffles to create an atmosphere then you can use these settings to further create the look you’re going for. However, it’s important to ensure that you don’t overplay your hand when it comes to editing if you’re advertising a product as customers may see a heavily enhanced image and feel cheated if the product turns out to look different which could theoretically harm the reputation of a company if too much enhancements were made, which is why a minimalistic approach is probably the best attitude to have when doing product photography. Minimalistic, while not compromising on quality.

The Importance of using different angles

When we talk about product photography it is imperative we discuss the significance of using different angles. If you imagine listing a house for sale and only showing the back garden, you shouldn’t expect someone to buy it. The reason for this, comes down to an uncertainty of whether or not you’re being taken advantage of or whether someone is simply unaware of the lack of usefulness of the one photo. The same rule exists in the context of product photography. We are inquisitive and we wish to see exactly what we are looking at and this is why multiple angles are ideal when listing products for sale but also when we only choose one angle to show we want to show the best one right? So don’t neglect the significance of experimenting with and offering multiple angles. This could negatively affect a company’s reputation which would achieve the opposite of the desired outcome.

Conclusion

In conclusion product photography is a longstanding process used by top companies from the fashion world to companies that specialise in electronics and everything in-between. Everything you’ve seen on Amazon, or even the second hand listings on apps designed for buying and selling that you see are examples of product placement and it has been very effective when done well at enticing business through generating interest toward items that are for sale. This process is one that will continue long into the future as there will always be a market for advertising which makes product photography such a good industry to get into for its profitability and how the process itself is one that is fun to be apart of.

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