INTRODUCTION TO BASIC COMMERCIAL PHOTOGRAPHY
CREATIVE CLASS EIGHT
INTRODUCTION TO PRODUCT PHOTOGRAPHY
The Importance of Excellent Product Photography
In today’s visually charged market, the adage “A picture is worth a thousand words” has never been more pertinent. This rings particularly true in the realm of e-commerce and advertising, where images not only represent but define products. Let’s dive into the significance of excellent product photography and its potential impact on sales.
1. The Visual Economy
We live in an era dominated by social media, online shopping, and digital advertisements. Visual content, therefore, serves as the foundation for consumer impressions and decisions. It’s not just about showcasing a product; it’s about telling a compelling story that resonates with the consumer’s aspirations, desires, and needs.
2. Will Better Photography Sell More Product?
Absolutely! The relationship between product photography quality and sales can’t be overstated. Here’s why:
- First Impressions Matter: For many consumers, their introduction to a product is through its photograph. A high-quality photo communicates professionalism, trustworthiness, and value.
- Building Emotional Connections: Great photography can evoke emotions that lead to sales. Whether it’s the luxury portrayed in the gloss of a new watch or the comfort in a soft pillow’s texture, emotions drive purchasing decisions.
- Reduced Returns: Accurate, clear product photos can significantly reduce return rates as they help consumers understand what they’re buying, reducing any post-purchase disillusionment.
3. Tips for Captivating Product Photography
For photographers aiming to elevate their product shots, consider the following:
- Lighting is Key: Soft, diffused lighting often works best for products. It reduces harsh shadows and highlights the product’s details. Invest in good quality softboxes or reflectors.
- Mind the Background: Depending on the product, opt for a simple background that doesn’t distract from the item. White and neutral colors are generally safe choices.
- Angles and Perspectives: Showcase the product from multiple angles. This gives consumers a comprehensive view, enhancing their trust in the product.
- Stay Authentic: Over-editing or misrepresenting a product can lead to customer mistrust. Keep post-processing to enhance clarity and brightness without altering the product’s inherent features.
- Context Matters: Lifestyle shots, where the product is used or displayed in real-life settings, can help potential buyers visualize its value in their own lives.
- Macro Details: Close-up shots can highlight unique features, textures, or quality craftsmanship that sets the product apart.
Learning to do good product photography will help you in many situations. Even people shooters should be at least proficient in photographing products.
Imagine you have an influencer client who needs headshots, but also product shots for her IG and FB followers. You got this.
Imagine a writer comes to you for publicity design and you can handle the promo shots of the books themselves, as well as the items she is featuring in the book.
No matter what you do, being able to make a decent product photograph is very important.
As the digital age continues to evolve, consumers will increasingly lean on visual cues to inform their purchasing decisions. Excellent product photography, therefore, is not just an aesthetic choice but a strategic one. A powerful, high-quality image doesn’t just display a product—it sells a dream, a lifestyle, and a promise of quality.
In an oversaturated market, standing out is crucial, and excellent product photography offers businesses a distinct edge.
To the brands and photographers: invest time, passion, and resources into crafting the perfect shot.
After all, in this visual economy, a photograph is more than a simple representation—it’s the product’s first introduction to the world.
(Lead photo by John McAllister, UK)
TABLETOP MAGIC: A STILL LIFE WORKSHOP
Lots of information and five different assignments for you to see, and watch critiques of. You can find the images in a correlating Facebook Media Album on the Facebook Page.
KEY TAKEAWAYS FROM THIS ASSIGNMENT
1. The Visual Economy:
– Visual content is crucial for consumer impressions and decisions.
– It should tell a compelling story that resonates with consumers.
2. Will Better Photography Sell More Product?:
– High-quality product photography communicates professionalism and trustworthiness.
– Emotional connections through photography can drive purchasing decisions.
3. Tips for Captivating Product Photography:
– Soft, diffused lighting works best for products.
– Use simple backgrounds that don’t distract.
4. Stay Authentic:
– Avoid over-editing or misrepresenting products to maintain customer trust.
– Enhance clarity and brightness without altering the product’s features.
5. Context Matters:
– Include lifestyle shots to help buyers visualize product value.
– Showcasing products in real-life settings can be beneficial.
6. Macro Details:
– Close-up shots highlight unique features and craftsmanship.
– Revealing product details can set it apart from others.
7. Product Photography in Different Situations:
– Product photography is important for various scenarios.
– It can be useful for influencer and publicity shots, among others.
8. Product Photography’s Strategic Value:
– Visual cues inform purchasing decisions in the digital age.
– High-quality product photography offers a distinct edge in a competitive market.
9. The Importance of Lighting and Color Accuracy in Photography:
– Understanding light angles and direction is crucial for successful photography.
– Using a color checker ensures accurate color representation in photographs.
10. Importance of Communication and Staying Connected with Clients:
– Keep testing and stay in contact with clients to avoid losing them to competitors.
– Being proactive in showing creative work to clients can help in attracting new clients and expanding business opportunities.
11. Choosing the Right Monitor for Photography and Color Calibration:
– High gamut monitors are ideal for photography and entry-level for high gamma are 27-inch monitors.
– Dell monitors are a great deal for the money and have premiere color and high gamut.
12. The Importance of 16-bit Files and Controlling the Editing Process:
– Opening files in 16-bit ensures better color accuracy.
– Showing clients the before and after of the editing process helps manage expectations.
13. The Benefits of Using Medium Format Cameras in Photography:
– Efficiency in removing unnecessary elements from images.
– Charging a day rate and per image rate for clients.
14. The Importance of Owning a Camera and Upgrading Equipment:
– Owning a camera separates you from others, but it’s not required.
– Upgrading equipment can be worth it, but be careful with megapixel size and storage space.
15. Controlling Light with Scrims for Beautiful Product Photography:
– Using a large scrim compared to the size of the bottle creates a soft light and gradient effect.
– Controlling the opacity and structure of the bottle in Photoshop enhances the reflections and highlights.
16. Different lighting setups for product photography:
– Using colored cards or muslin backgrounds can easily change the background color in-camera.
– Lighting a car involves focusing on what the car reflects rather than directly lighting the car itself.
17. Photographing Tools for Commercial Ads:
– Tools are important in commercial photography and can include auto parts and motorcycle parts.
– To capture highlights and reflections on tools, use a white seamless background and position the camera at a slight angle.
18. Creative lighting techniques for product photography:
– Using fill cards and top lighting to create a well-lit product image.
– Adding a shadow in Photoshop to enhance the product’s appearance.
19. Techniques for Creating Stunning Portraits with Reflections and Shadows:
– Utilizing reflection, vignette, and flags to enhance the composition.
– Shooting at f11 with a direct light and a background light for desired highlights and shadows.
20. Lighting techniques for shooting shoes:
– Importance of lighting angles and highlights to showcase shoe details.
– Complex lighting setup to capture the shine and details of the shoes.
21. Product Packaging Photography Tips:
– Different lighting techniques are used to create highlights and enhance the appearance of products.
– Photographers use various techniques such as reflectors and white cards to create a single-light setup.
22. Creative Lighting Techniques for Product Photography:
– The use of glossy black surfaces and strategic lighting creates interesting textures and highlights.
– The photographer suggests using varnish and multiple coats of glossy black spray paint to create a smooth surface for small objects.
23. Product Photography Lighting Techniques:
– Composition and lighting techniques for product photography.
– Use of softbox and kicker for highlighting product edges.
24. Different lighting techniques and composition in product photography:
– The use of contrasting backgrounds to enhance the colors and create a dramatic effect.
– The front of the product is cleverly highlighted to make it stand out.
25. Creative Concepts and Techniques in Product Photography:
– The potential of using everyday objects, like a girl’s purse, to create unique concepts.
– The versatility of product photography, allowing for various creative approaches.
26. Markets for Commercial Photographers:
– E-commerce and Retail Businesses: Online retailers rely on high-quality photography to showcase their products.
– Real Estate Agencies: High-quality photos are essential in attracting potential buyers or renters.
27. Restaurants and Catering Companies:
– Photographs of dishes are key in enticing customers to visit and hire catering services.
– Travel and Hospitality Businesses: Stunning photographs of experiences are used to attract potential travelers.
28. Fashion Brands and Designers:
– High-quality photos are used to showcase designs and attract customers.
– Health and Beauty Companies: Photography is used to showcase the tangible results of beauty and health products.
29. Interior Design Firms:
– High-quality photos of beautifully designed spaces are essential for showcasing skills and attracting clients.
– Event Planning Companies: Photos of past events are crucial for attracting new clients.
MODULE 8
Creative Ideas:
SOFTWARE:
Photoshop
GIMP
Affinity Photo
Pixelmator
InDesign
Affinity Publisher
Scribus
Adobe Illustrator
Affinity Designer
Premiere
Premiere Express
Canva
Adobe Express
CapCut
Adobe Firefly
Chat GPT
AudioPen
Hypefury
Typeshare
Figma
Milanote
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Our Facebook Page for sharing work and meeting peers. All are welcome.
PHOTO ASSIGNMENTS FOR YOU:
Here are 15 offbeat product shot ideas to elevate your portfolio:
- Gravity-Defying Items: Hang products in mid-air using fishing lines. Shoot against a solid backdrop and later edit out the lines to give a levitating effect.
- Product Shadows: Utilize strong lighting to cast pronounced shadows of the product. Position it so the shadow becomes the main subject, revealing the form of the product.
- Submersion Shots: Photograph products partially submerged in colored liquids, gels, or even bubbles. Capture the interaction between the product and the liquid.
- Edible Setting: For food or kitchen products, create scenes using food. Think a knife cutting through a landscape of fruits or a watch sitting on a wrist-shaped cake.
- Muted Color Pop: Convert your image to monochrome but keep just the product in its original color for a striking contrast.
10 MORE ASSIGNMENT IDEAS
- Toy-Scale World: Create miniature worlds using toys or dioramas as settings. Place the product amidst these setups, making it appear gigantic in a tiny world.
- Old vs. New: If your product has an older version or if it’s something modern (like tech), juxtapose it against vintage items, highlighting the evolution.
- Nature Integration: Photograph the product outdoors, surrounded by elements like overgrown moss, in the middle of a forest, or with insects crawling over.
- Double Exposure: Create a surreal effect by merging the product shot with another image, perhaps a cityscape or a forest. It’s a merging of two different worlds in one shot.
- Kinetic Motion: If possible, spin or twirl the product, capturing a sense of motion. Use slow shutter speed to emphasize the movement and create motion blur.
- Juxtaposition: Place the product in a setting where it’s least expected. For example, a hairdryer in a fish tank (not submerged, just as a quirky setting) or a perfume bottle in a bird’s nest.
- Product Deconstruction: Break down a product to its constituent parts and lay them out systematically. The art is in the arrangement.
- Historical Context: Set up a scene from a bygone era but with the modern product in place. Think a smartphone amidst a 1950s living room setup.
- Mirrored World: Use mirrors to create kaleidoscope-like effects, reflecting the product multiple times in intricate patterns.
- Extreme Close-ups: Get ultra-close to the product to reveal textures and details normally overlooked. A focus on the tiniest of details can provide an entirely different perspective.
A Recap
This video script discusses the importance of understanding light angles and direction in product photography, as well as the use of Photoshop for editing and customization. The speaker also emphasizes the need for technical knowledge in product photography and provides tips on equipment and client management.
Introduction to Product Photography with Eric Eric shares his journey to becoming a professional product photographer Eric specializes in medical product photography and also shoots a variety of other products Eric discusses the challenges of shooting small products and showcases a recent shoot
Photographing White Ceramic Pieces and Medical Tools: The Challenges of Lighting and Styling Photographing white ceramic pieces requires specific lighting techniques to add depth and size. Shooting medical tools on Plexiglas involves quick and unglamorous photography, without relying on Photoshop. Technical knowledge is crucial in product photography, with 80% of the work being technical and 20% artistic.
Product Photography Process and Techniques The speaker discusses the importance of achieving contrast and desired aesthetics in product photography. The speaker explains the process of shooting and propping up products to capture desired angles and lighting. The speaker demonstrates the transformation of a glossy label to a matte one for better readability in product photography.
Product Photography Tips and Techniques Providing Photoshop files to clients allows them to customize the product images. Using Photoshop, clients can remove backgrounds, adjust opacity, and modify gradients. Collaborating with clients to plan and execute product shots based on their specific requirements.
Photographer’s Techniques for Product Photography The photographer uses various props and wires to create desired angles and positions for product shots. The photographer often uses JPEGs to send to clients during the shoot if they are concerned about the final result. The photographer spends a lot of time and effort to capture the texture and details of products, even for seemingly simple shots. The photographer uses mirrors and glass to create reflections and shoots on medium format cameras for high-quality images. The photographer often combines multiple shots and uses Photoshop to enhance and manipulate the final product images.
The Importance of Lighting and Color Accuracy in Photography Understanding light angles and direction is crucial for successful photography. Using a color checker ensures accurate color representation in photographs.
Importance of Communication and Staying Connected with Clients It is important to keep testing and stay in contact with clients to avoid losing them to competitors. Lost a client to a graphic designer who also did photography due to lack of communication. Being proactive in showing creative work to clients can help in attracting new clients and expanding business opportunities. LinkedIn is a powerful tool for networking and reaching out to potential clients, but it requires careful and targeted usage. Maintaining multiple sources of income, such as consulting or carpentry, can provide financial stability during periods without photography jobs.
Choosing the Right Monitor for Photography and Color Calibration High gamut monitors are ideal for photography and entry-level for high gamma are 27-inch monitors. Dell monitors are a great deal for the money and have premiere color and high gamut. Color calibration is crucial and using a tool like Color Monkey is recommended.
The Importance of 16-bit Files and Controlling the Editing Process Opening files in 16-bit ensures better color accuracy. Clipping and Photoshop editing are done in-house to maintain control and protect client’s products. Showing clients the before and after of the editing process helps manage expectations.
The Benefits of Using Medium Format Cameras in Photography Efficiency in removing unnecessary elements from images Charging a day rate and per image rate for clients Not worrying about licensing for small clients, but considering it for larger brands
The Importance of Owning a Camera and Upgrading Equipment Owning a camera separates you from others, but it’s not required except in New York. Upgrading equipment can be worth it, but be careful with megapixel size and storage space. It’s importan
A RECAP
The video discusses the art and skill of product photography, specifically focusing on photographing consumer product bottles. The instructor emphasizes the importance of subject-centric light and showcases various examples of bottle photography, highlighting the use of lighting and reflection to enhance the design of the product.
Controlling Light with Scrims for Beautiful Product Photography Using a large scrim compared to the size of the bottle creates a soft light and gradient effect. Scrims offer more control for lighting compared to soft boxes, especially for mundane subjects like a shampoo bottle. Controlling the opacity and structure of the bottle in Photoshop enhances the reflections and highlights.
Product Design and Lighting Techniques The product design includes elements such as beads, bubbles, and a hand grip. The lighting techniques involve using different textures, highlights, and reflections to enhance the product’s appearance.
Different lighting setups for product photography Using colored cards or muslin backgrounds can easily change the background color in-camera. It is easier to manipulate lighting and reflections in-camera rather than relying on Photoshop. Lighting a car involves focusing on what the car reflects rather than directly lighting the car itself.
A RECAP
This video discusses the importance of tools in commercial photography and explores different lighting techniques for capturing tool advertisements. It also showcases various examples of tool photography, including chainsaws, drills, saws, and hammers, highlighting the use of lighting and reflections to enhance the images.
Photographing Tools for Commercial Ads Tools are important in commercial photography and can include auto parts and motorcycle parts. Commercial photographers need to prioritize the client’s needs over their personal preferences. To capture highlights and reflections on tools, use a white seamless background and position the camera at a slight angle.
Analysis of Lighting and Reflections in the Video There is a diffuser above the shot, possibly a one-stop diffuser. The shot is overexposed for the background due to the diffuser cutting light. The lighting setup consists of a brighter light from the right and a softer light from the left. The lighting highlights the texture on the sides of the objects. One of the objects is poorly lit and appears dark in the front.
Creative lighting techniques for product photography Using fill cards and top lighting to create a well-lit product image. Adding a shadow in Photoshop to enhance the product’s appearance. Using multiple fill cards and softboxes to achieve balanced lighting and shadows.
Techniques for Creating Stunning Portraits with Reflections and Shadows Using ambient light and a softbox at f8 to capture the subject Shooting at f11 with a direct light and a background light for desired highlights and shadows Utilizing reflection, vignette, and flags to enhance the composition
A RECAP
This video script discusses the art of shoe photography, highlighting different techniques and considerations for capturing various types of shoes. It showcases the work of several photographers and their approaches to lighting, composition, and showcasing the unique features of each shoe.
Lighting techniques for shooting shoes Importance of lighting angles and highlights to showcase shoe details Be cautious of front lighting and use of shadows to create dimension Complex lighting setup to capture the shine and details of the shoes
Photographer’s Techniques for Lighting Shoes John McAllister uses rim lighting to prevent shoes from disappearing into the black background. McAllister achieves shiny highlights by using two soft lights and a reflector. Carla McMahon creates a vignette to showcase the design and details of the shoes.
Review of Shoes Shot by Project 52 Members The crease disappears when the two cards come together. The angle of the shot makes the heel look cool. Various members of Project 52 showcased their shoe photography.
A RECAP
The video discusses five different product packaging shots, highlighting the techniques used to capture each shot. It emphasizes the importance of lighting, composition, and attention to detail in creating visually appealing packaging photographs.
Product Packaging Photography Tips The video discusses product packaging photography and showcases a great shot of wine bottles. The shot highlights the stamped areas on the bottles and effectively showcases the packaging design. The lighting setup includes strip boxes, soft boxes, and a white card across the top to create balanced highlights and reflections.
Impressive Shots of Cold Brew and Water Bottles Arnold Gallardo’s shot of cold brew with fake ice showcases excellent product presentation. Carla McMahon’s water bottle shot in South Africa features perfectly aligned labels and a refreshing look.
Tips for Composing and Lighting Product Shots Front shot is beautifully composed with attention to positioning each bottle of water. Shooting each bottle separately and from different angles creates a more dynamic and engaging composition.
Analysis of Lighting and Packaging in Product Photography Different lighting techniques are used to create highlights and enhance the appearance of products. Packaging plays a crucial role in product photography, with perfectly aligned logos and labels being important. Photographers use various techniques such as reflectors and white cards to create a single-light setup.
A RECAP
In this video, the presenter discusses various product shots of cosmetics, highlighting the importance of lighting and composition. They showcase different approaches to photographing lipstick cases, brushes, and other cosmetic products, emphasizing the graphical elements and design features. The presenter also mentions the use of Photoshop to enhance the images and create desired effects. Overall, the video provides inspiration for photographers looking to capture creative and visually appealing product shots.
Creative Lighting Techniques for Product Photography The video demonstrates a creative approach to lighting and photographing products. The use of glossy black surfaces and strategic lighting creates interesting textures and highlights. The photographer suggests using varnish and multiple coats of glossy black spray paint to create a smooth surface for small objects.
Product Photography Lighting Techniques Different brushes used for makeup application Composition and lighting techniques for product photography Use of softbox and kicker for highlighting product edges
Different lighting techniques and composition in product photography Sharp and defined composition with lights on both sides of the subject. Difficulty of capturing multiple elements in one shot and the importance of proper lighting. The use of contrasting backgrounds to enhance the colors and create a dramatic effect.
Analysis of Lighting and Composition Techniques in Product Photography The front of the product is cleverly highlighted to make it stand out. The photograph is well composed and lit, with attention to detail and texture. Different lighting techniques and compositing were used to create a visually appealing image.
Creative Concepts and Techniques in Product Photography The use of Photoshop to enhance lighting and create a brighter background. The importance of shadows in adding depth and dimension to a photograph. The potential of using everyday objects, like a girl’s purse, to create unique concepts. Clinique’s distinct style of advertising with dark sides and highlighted subjects. The clever use of Photoshop to remove fingerprints and create a visually appealing lipstick shot. The freedom to experiment with design, color, and dimension in product photography. The versatility of product photography, allowing for various creative approaches.
Here is a link to the Eight Week Product Workshop I have done in the past. I suggest you watch the video reviews of the student work for more insight into the intricacies of product photography.
The password is: ProductRocks and it is case-sensitive. Please do not share that link with anyone.
ASSIGNMENT:
Choose a consumer item that has packaging.
Wine, cosmetics, fragrances, electronics, kitchen items… whatever. It must have packaging that is part of the sale.
(For instance, a very cool package is wrapped around a Nikon Z9. Now, I know none of you guys have any need for the camera so when you buy that cool box, just send me that nasty old camera and I’ll get rid of it for you. You can, of course, keep the box.)
Shoot the package as is.
Shoot the item with the packaging.
Shoot the item by itself.
Design a simple package with the item you shot in it.
Create a motion graphic with the image, some music, and text that moves.
That should be a hell of a case study for your portfolio.
MARKETS FOR COMMERCIAL PHOTOGRAPHERS
Here are several types of businesses for which photography is not just a part of the marketing strategy, but the primary marketing tool. These businesses rely heavily on visuals to showcase their products, services, or experiences in a compelling and appealing way. Here are some examples:
- E-commerce and Retail Businesses:
Online retailers are wholly dependent on photography to showcase their products. Since customers cannot physically touch or try the products, high-quality, detailed images are essential to help consumers understand what they are purchasing. - Real Estate Agencies:
For real estate agents, high-quality photos of properties are paramount. They are used in listings to attract potential buyers or renters and are a fundamental part of the sales process. Special attention to developers, commercial construction, and remodeling firms - Restaurants and Catering Companies:
In the food industry, appealing photographs of dishes are used extensively in marketing. They are key to enticing customers to visit the restaurant or hire catering services. Add to that the vendors of everything from silverware to soup bowls. - Travel and Hospitality Businesses:
Hotels, resorts, and travel companies rely on stunning photographs to showcase the experiences they offer. Pictures of serene landscapes, luxurious accommodations, and exciting activities are used to entice potential travelers. - Fashion Brands and Designers:
The fashion industry is visual at its core. Designers and brands use high-quality photos in their marketing campaigns, lookbooks, and e-commerce sites to showcase their designs and attract customers. - Health and Beauty Companies:
Photography is used to showcase the results of beauty products, fitness regimens, and health supplements in a tangible way. Before-and-after photos are common marketing tools in this industry. - Interior Design Firms:
High-quality photos of beautifully designed spaces are essential for interior designers. These photos showcase the designer’s style and skills and are used in portfolios, on websites, and in marketing materials. - Event aPlanning Companies
Photos of past events, especially business events, are crucial for attracting new clients. They showcase the planner’s ability to orchestrate a beautiful and memorable experience. - Artists and Art Galleries:
For artists and galleries, high-quality images of artworks are used in catalogs, websites, and promotional materials to attract potential buyers and visitors.
- Automotive Dealerships:
Photographs of cars, both new and used, are vital for automotive sales. Clear, detailed photos are used in listings to give potential buyers a thorough understanding of what is being offered.
- Craftsmen and Artisans:
For those who create custom or handcrafted products, such as furniture, jewelry, or unique consumer goods, photography allows them to showcase the detail and quality of their work online or in promotional materials.
- Fitness Trainers and Yoga Studios:
Photos that showcase the environment of the studio, the trainers, and the postures/exercises are important to entice potential clients to join classes or training sessions. - Manufacturing Companies:
Images for product sheets, manuals, advertising, promotion, and more. - Small Service and Retail Businesses
Mom and Pop stores, e-commerce for boutiques, hospitality, experiential events, and awareness campaigns.