Product photography

What is product photography?

Product photography is part of advertising photography, but is characterised by objectivity and realism. A product photo shows all relevant perspectives of the product. A distinction is made between still life and packshot photography.

12 tips for product photography

Would you like to try product photography yourself, for example to present products optimally online? Are you wondering what you need for product photography and how to create high-quality product photos?

In this blog post we share 12 valuable tips and tricks that will make it easier to get started and help you achieve better results. Step by step, you'll learn what to keep in mind, which camera equipment you need and how to deal with tricky situations:

• 1. The difference between still life and packshot photography
• 2. The message: what should my product photo say?
• 3. What do I need for product photography?
• 4. Which camera is best for product photography?
• 5. The right camera settings
• 6. The right camera equipment: tripod, lighting and more
• 7. The shooting perspective in product photography
• 8. Working with light and shadow
• 9. Working with props and accessories
• 10. 360° photography
• 11. Post-processing
• 12. Practice makes perfect

1. The difference between still life and packshot photography

Product photography can be divided into two categories: still life and packshot. While still life photography is meant to stimulate the imagination, packshot photography focuses solely on the product itself. That's why packshot photos are preferred for online shops, for example, as the product is shown exactly as it is.

Still life photography

In still life photography, an everyday product is photographed or staged in an unusual way. Many rather 'ordinary' objects may not look very appealing at first glance. In still life photography, the photographer's task is to create a composition that puts the product at the centre of attention. The aim is to tempt the viewer to buy the product, so the photographer has to be creative and experiment. The most important features should be brought out and emotions evoked. Keep in mind that the product must still be shown realistically. This is a wonderful challenge, especially for creative minds.

Packshot photography

A packshot is a photo of a product in which it is shown exactly in the centre of the image. The object usually stands on a turntable in front of an even, usually white, background, and the aim is to show the product as it is, so the buyer isn't disappointed after unpacking the parcel. In a packshot, the photographer holds back on creativity; what matters is that all elements are clearly visible. The product is shown without unnecessary props and accessories in the background, so attention isn't distracted from what matters.

2. The message: what should my product photo say?

The message the image needs to convey determines the type of staging. Before you start photographing your object, think about the message of your product photos. If you want to convey as much detailed information as possible, different views from all sides work well, with the object evenly lit and a seamless background used to avoid edges.

Find a source of inspiration where you can look at different product photos and derive concrete steps for your own project: do you need detail shots? What colour should the background be? Will you need a cut-out later? Do you need special camera equipment, such as a new lens or special lighting? Take care of everything you can define in advance for the object or type of product photo. That way you'll avoid disappointing results after the shoot and can still take your ideas into account in time.

3. What do I need for product photography?

If you want to get into product photography, you should have some basic knowledge and the right camera equipment. A photo studio is very helpful, as you can easily set up the set and adjust the lighting. Light is the most important thing. For good shots, the interplay between camera and lighting is important. A high-quality camera won't help if the perfect lighting is missing, and vice versa. But it doesn't end once you've taken the photo: post-processing gives the perfect photo its finishing touch.

Keep the following topics in mind for product photography:

• Camera equipment
• Lighting
• Preparing the product properly
• Background
• Photo editing software

You'll find help choosing the right studio equipment and useful advice on lighting here.

4. Which camera is best for product photography?

If you want to create product photos professionally and on a large scale, there's no way around a suitable camera and a matching lens. Choosing a lens is important, as it lets you specifically influence how light is captured as well as the sharpness of your photos. Suitable options include prime lenses (fixed focal length), zoom lenses or macro lenses.

5. The right camera settings

First get to know your camera and, if in doubt, consult the manual again so that you know all its functions and can choose the right settings.

Image quality

Preferably use RAW format for your product photos. Raw files have the advantage that you can still edit your images extensively and individually afterwards. There's no data loss at first and you keep all options open for later. When you've finished editing, you can save your images as PNG or JPG files.

Depth of field

The aperture doesn't just determine how much light reaches the sensor: a wide-open aperture also means a shallow depth of field, so the area in focus becomes smaller. Setting the aperture is therefore one of the most important factors. To avoid losing details in your product photos, choose the highest possible f-number. The aperture value (Av) is usually indicated with a small f. A high value, such as f/11, means a large depth of field, whereas a low value, such as f/4, creates a shallow depth of field.

Shutter speed

The shutter speed determines how much light reaches the image sensor. It determines the duration, so you can set a shutter speed of 1/60 or 1/200, for example. The light sensitivity setting, i.e. the ISO value, is also important in this context. With unstabilised shots, a longer shutter speed always carries the risk of camera shake, which makes photos blurry. That's why working with a tripod is recommended in this case.

Manual white balance

There's nothing worse than photos with an unintended yellow or blue cast. So work with manual white balance right from the start to achieve colour reproduction that's as true to life as possible. Set the white balance as soon as your set is ready, i.e. once the background is in position and the lighting is set. You can use a grey card or a white sheet of paper for this (place it exactly where the product will be, so the lighting conditions are the same). The exact steps differ from model to model, so check the user manual for this.

6. The right camera equipment: tripod, lighting and more

So that you can concentrate fully on the product, there are some useful aids and essential equipment for your set: a tripod ensures a secure and steady position for your camera, and light is certainly the most important element.

In product photography we distinguish between flash and continuous light. A flash only lights up for a moment and has to be synchronised with the camera shutter. Continuous light is constant and doesn't need to be synchronised with the camera. For flashes there's a wide range of accessories, such as reflectors and diffusers, that give you individual creative options.

A tripod helps stabilise the camera to get sharp, shake-free photos, and it ensures that a shot can be repeated. The object can be swapped while the same shooting angle is maintained.

In packshot photography, make sure the background is uniform and understated. A white background is usually used. But as long as the background stays uniform and no other elements are added, you can also work with a coloured background. With suitable editing software, you can then separate the product from the background afterwards.

7. The shooting perspective in product photography

Whether a purchase decision is made in the end is largely influenced by the product itself, but also by how it is presented. A packshot should present the product as faithfully as possible and show it from its best side. The perspective should remain neutral, much like in a real shop.

If you're creating a whole product series, make sure the shooting perspective always stays the same. You can ensure this by fixing your camera on a tripod and only changing the angle of the turntable on which the product is placed.

8. Working with light and shadow

Cut-out objects are often required in the end. This means the photographed object is free of other objects and can later be placed on a different background. However, these shadow-free objects often look unnatural and seem to float. A minimal drop shadow, or an object shadow added afterwards, gives the object the necessary physicality and authenticity.

In product photography, it's therefore said that correctly set lighting adds the third dimension to a flat image. This means the lighting is set unevenly, so that one side is lit more strongly and a symbiosis of bright surface and soft shadow is created.

Tip: Try to avoid reflections and mixed light! Sunlight or a ceiling lamp can cause unattractive mixed light or reflections. This can be a challenge, especially with objects with glossy surfaces. Lighting conditions 'outside' depend on the time of day and the weather, so you can't rely on them either. It's best to focus on your lighting set-up and block out all other light sources.

9. Working with props and accessories

Depending on how much creative freedom you have, props can help emphasise how the object can be used or enhance its perceived value. If you use them, do so very deliberately and subtly.

10. 360° photography

360° photography has become one of the most common formats. The object is photographed from all sides, giving the viewer a better feel for the product: they can rotate the object, zoom in and out and inspect all sides equally. For the shots, the product is placed on a turntable and rotated by a fixed angle. Choose the viewing angle so that the product's features are shown to their best advantage.

Manual and electric turntables are available for every budget in different sizes and designs. Make sure the lighting always stays the same and that shadows and depth of field don't change. Otherwise the desired effect won't work.
The images are then played back in quick succession, creating the impression of movement. To make this work, you can use dedicated programs or apps.

11. Post-processing

Once you've taken all the shots of your product, it's on to post-processing. This lets you adjust contrast, colour saturation and other parameters afterwards. Adobe Photoshop, for example, is suitable editing software. It lets you cut out a subject and give it a transparent background, for example. Optimal results take some finesse and practice. If you lack the know-how or time, you can also hand your product photos over to an experienced professional service provider for the perfect finish.

12. Practice makes perfect

As in so many areas, practice makes perfect. It takes some practice to get a feel, from the very first shots, for whether the set is optimally arranged and the lighting is right. Have you ever tested whether your product photos look better with flash or continuous light? Compare them directly, so next time you'll know exactly what to do.

Keep looking for photos and photographers who can serve as role models, whose work you can analyse or who inspire you. Tutorial videos and blog posts can also bring new tips and tricks. As a product photographer, you decide on the type of staging and the concept – why not try something new or even crazy? Sometimes the most beautiful shots happen spontaneously!

Your camera equipment is your foundation. Perhaps at some point you'll find you're ready to take off with a new lens, or you need a new LED lamp. Don't just keep your equipment up to date and maintain it regularly; before each project, also ask yourself whether you already have everything you need for your perfect photos.

Conclusion

Product photography isn't considered the premier class for nothing, and with the growth of e-commerce it has proven to be an indispensable tool for online shops. Appealing product photography shows the object at its best and plays a major role in supporting sales. All the product's features are shown in as much detail as possible, giving the potential buyer a good overall impression.

Today, product photography doesn't just take place in large photo studios; creative and experimental amateur and semi-professional photographers have long been successfully shooting product photos too. With the right camera equipment – from the camera to the lens, tripod and lighting – you too can get started in product photography with a concept. With our tips and tricks, you're guaranteed to get off to a good start in this exciting photographic discipline!