What is product photography
Product photography is a specific type of photography used in e-commerce to attractively present your items to your potential customers.
This means that the product photo is a fundamental element in any online business that, when properly applied, enhances the value and visual perception of the brand, thus arousing interest in the consumer.
For this reason, in this guide we are going to share the keys to taking photos of this style like a professional and, thus, increase the chances of sales in your ecommerce.
The importance of product photography in an online store
Product photography is the most important piece of any online business since, through it, potential customers can see in detail what the item they want to buy is like, and this can make the purchase faster.
The objective of this type of photography is to focus all the attention of consumers on a single element: the product. To achieve this, the photo shows as much information as possible such as size, color, texture and accessories of the piece from different angles.
The secret is to pay special attention to the creation of these photographs and discover what style works best with your brand.
In this guide on product photography we are going to tell you everything you need to know to achieve the best photos of your items, and increase your sales!
We bring you a specific guide for fashion:
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Professional photography: Keys to take photos like an expert
In this section we share 4 tips for you to create your own product photos like a professional and take your online business to the next level.
1) Lighting for product photography
Lighting is the most important point to take into account when taking a photograph since it defines, to a large extent, how attractive the image will be.
To take a product photograph, you can choose between two types of lights:
- Natural light.
- Artificial light (which, in turn, can be warm, cold or neutral).
In the case of the product photo, the ideal is to take it with natural light or with artificial light but in a neutral or cold temperature. Keep in mind that the important thing at this point is not to mix the different types of lights or temperatures: by choosing only one you will obtain better quality images.
If you are just starting out in the world of photography, we recommend that you opt for natural light as it is easier to manage. In any case, artificial lights have in their favor that they allow you to take photos without changes between product and product, especially if the photo session lasts many hours.
Watch the following video and learn how to set up the set to take photos of your items:
2) Lightbox for product photography
To take your product photos you have the option to build a light box. The light box is an excellent tool that helps to obtain well-lit photos that make the article stand out.
In this case, the product photo can be taken using two cold light lamps, one on each side of the box. The important is that diffuse that cold light with tissue paper for a softer lighting effect.
3) Backdrops for product photography
Backgrounds for product photography are essential when taking a photo since they are the ones that will allow the item to stand out and harmonize the image.
The totally white photographic background guarantees that the photographed product is the protagonist of the image, the central piece. Keep in mind that it can be accompanied by elements that complement the aesthetics and functionality of the article, but always without overshadowing it.
On the other hand, photographing with this type of background makes it easier to edit the image as it allows you to cut out the product without difficulty and place it, for example, on a white digital background.
Another background option for product photography is color, as long as they are tones that represent your brand and you consider that they combine or contrast with the item you are going to photograph.
If you want to see examples of the use of different backgrounds for photography, watch the video that we share below.
In the next sections we will see the different types of product photography and, there, you will discover that some photographs do not need these background styles since the article is in context, that is, in a situation of use. Keep reading this guide to find out more!
4) Camera position for professional photos
As we told you in the first video, in addition to configuring the quality of the image you are going to take on the camera (we suggest that it be the highest possible so that later the editing stage is easier), to take your professional product photos we recommend you:
- Locate the camera at the same height than the item you are going to photograph.
- Use a tripod to obtain greater stability and avoid all types of movement.
- Try different photography angles to find out which options are best for the item.
- check that your photos have “air”that is, there is an empty space between the edges of the image and the product, unless you photograph a detail of it.
- Take product photos from a zenithal plane (which is when the camera is placed perpendicular to the ground) accompanied by other elements that complement the scene.
By following these tips, you will be able to take professional photos.
Brand identity in product photography
The concept of branding is used to refer to the process of building a brand.
In this process, what is sought is to highlight the values that represent it, the ideas linked to it (such as lifestyle, for example) and its differentials with respect to the competition. That is, the brand identity itself.
It is important to highlight that all the elements that make up a brand influence its image and the behavior that consumers have (or may have) towards it. And this is where product photography comes in.
If a business does not take care of its photographic identity, it can undermine the great efforts it makes to convey its unique personality and values.
Product photography evokes, without words, the way of being of the brand: who it is, what it does, how it does it, who it does it for. This means that photography is a graphic resource that has great potential for communication and expressive capacity that, if well used, can lead the customer to purchase faster.
The best advice we can give you to get the most out of your product photos is to be consistent between the image you show and what you want to convey as a brand.
Communicative coherence is key for your message to have an impact on the consumer and, at the same time, to improve the identity and positioning of your brand in the online world.
Do you want to learn more about branding? Read this exclusive post:
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Types of product photography
There are different types of photography that can help you bring your products closer to your potential customers and that are complementary to each other (that is, one does not necessarily replace the other). Your choice will depend on the product you want to display.
We share the 3 main types of photography to apply in your online business:
1) Lifestyle photography (lifestyle)
This type of photography seeks to associate, in the same context, a specific product with other items that the target audience finds attractive. In this way, more than a product is offered: a lifestyle is offered.
Watch the second video in the series and learn how to get photos of lifestyle for your products:
This aspirational photography can lead customers to define themselves more quickly for the purchase because, through it, they already have a previous idea of how they could use the product.
Look at the example of Tiendanube that, in this photo, promotes its table lamp:
2) Texture Photography
Texture photography allows the online customer to have a “near touch” experience with the product you want to buy.
To achieve this type of photography, it is ideal that you take a close-up photo of the item that allows you to distinguish the texture of the material.
In addition, you can take advantage of the option of zoom (extreme approach to the product) offered by your online store so that the consumer can see the product even more closely, both through the screen of the cell phone or computer, as long as the photos are of high quality.
We share the example of the Tiendanube:
photo without zoom
Photo with zoom
3) Scale photography
A recurring doubt of online consumers is usually the physical size of the product they are interested in buying since, based on an image of the product alone, it is difficult to calculate.
The goal of scale photography is to remove this doubt showing how big (or small) a product is.
Various techniques are used for this. For example, a very common one is to photograph a hand holding the product: if the product fits between a few fingers or in the palm of one hand, it is small.
See how Tiendanube does it:
If you want to know more types of product photography, we invite you to read this post:
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Increase your sales! Creative photos to showcase your products
In this section we are going to share some ideas to achieve creative photos that show the best angle of your products and make them stand out.
– Creative photo 1: Use your product yourself
This is product photography that can benefit your brand identity as people are generally curious and like to know who the faces behind a business are.
Use this to your advantage and take advantage of this creative photo to connect more with your potential clients.
Macarena, one of the owners of the Tiendanube, is already doing it:
– Creative shot 2: Provide (many) ideas on how to use your product
If you show your consumers the different ways they can use the item they are interested in, it is very likely that it will entice them to buy it faster. It’s like offering several products in one!
For example, Tiendanube sells, among other things, scarves for women, and shows that they serve much more than to cover the neck:
– Creative photo 3: Visually show its benefits
This product photography option will depend on the niche of your business. If, for example, you sell products that are made with natural raw materials (such as lavender, vanilla, lemon, etc.), or with environmentally friendly material (such as reused materials), take advantage of that strength to visually communicate it to your consumers.
La Tiendanube offers natural cosmetic products and shows what its products are made of:
– Creative photo 4: Give your photos a unique identity
To gain recognition among your audience and make your photos stand out among your…
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