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Product Photography for Amazon: A COMPLETE GUIDE
Product Photography for Amazon Listings
Insights from Commercial Studio Photographer, John Kepchar
TAP Photo Studio | Asheville, N.C. | kepcharllc@gmail.com
Introduction
Why Product Images Matter on Amazon
Types of Amazon Product Images and Guidelines
Technical Requirements and Best Practices for Amazon Product Images
Auditing Competitor Images and Understanding Customer Preferences
Advanced Techniques for Optimizing Amazon Product Images
Outsourcing Imagery Tasks and Optimizing Amazon Images for Maximum Impact
Conclusion
Start transforming your Amazon listings with captivating visuals that resonate with customers and drive sales. Your journey to optimized Amazon product images begins here!
Introduction
In the vast landscape of e-commerce, where millions of products compete for attention, the significance of product images cannot be overstated. Picture this: you're browsing through Amazon, searching for a specific item. What's the first thing that captures your attention? Chances are, it's the product images that draw you in.
Hello there, online sellers and entrepreneurs! Welcome to a comprehensive guide on the importance of optimizing your product images for Amazon. In this article, we'll delve deep into why Amazon images matter, how they can influence buying decisions, and the crucial role they play in boosting your sales.
Why are Amazon Images So Crucial?
When we shop online, we're inherently visual creatures. We're drawn to images because they provide instant information and evoke emotions faster than words can. When your potential customers land on your Amazon listing, they're likely to skim through the images before even glancing at the product description.
The quality and appeal of your Amazon images can make or break a sale. They are your digital storefront, your first impression. Customers assess your product's quality, features, and value based on these visuals. In fact, research shows that products with high-quality images receive more clicks, engagement, and ultimately, conversions.
Extend the visual experience by maximizing the number of images with each listing. Visual shopping is the lowest friction method to engage with your customers for longer.
The Amazon Image Landscape
Before diving into the specifics of Amazon's image guidelines, it's important to understand the landscape of product images on this platform. Amazon provides sellers with multiple image slots to showcase their products effectively.
Main Image: This is your flagship image, the one that appears in search results and defines the first impression of your product. It must adhere to strict guidelines, such as a white background and a focus on the product itself.
Additional Primary images: These images mirror the flagship image and provide additional angles or display additional functions.
Lifestyle Images: These images depict your product in real-life scenarios, helping customers envision how they can use it in their daily lives. Lifestyle images are powerful for creating emotional connections with buyers.
Infographic Images: Infographics combine visuals with informational content to educate customers about your product's features, dimensions, or benefits. They provide a comprehensive overview that can influence purchasing decisions.
Branded company images: These images can be used to conclude the image set and to give additional information about the qualities and values of your company. They can provide a timely trust incentive for the shopper.
Technical Requirements and Best Practices
Amazon has specific technical requirements that sellers must meet to ensure their images display properly and enhance the shopping experience:
Image Resolution: Amazon recommends a minimum resolution of 1000 pixels on each side, ensuring clarity and detail. We recommend ~1600px images for amazon listings with a medium strong zoom feature. Depending on the nature of the image we may recommend images anywhere between 1400px and 2400px.
File Formats: Images can be uploaded to amazon as JPEG, TIFF, GIF, or PNG formats. However, JPEG is preferred for its compatibility and compression. For a media kit that is easy to store and share we recommend JPEGs and PNGs.
Image Naming: Each image should be named with a unique product identifier, such as ASIN or SKU, to facilitate organization and indexing.
Image Content: Main images should feature the product on a pure white background, filling at least 85% of the frame without any additional text, logos, or graphics.
By optimizing your product images according to Amazon's guidelines, you not only enhance the visual appeal of your listings but also improve their visibility in search results.
Meeting and exceeding amazon image requirements are what enables and equips your listing to be treated favorably and gain standing on search results, and with new customers, more quickly.
In the next section, we'll explore why product images are the cornerstone of successful Amazon listings and how they can influence customer behavior.
2: Why Product Images Matter on Amazon
In the competitive world of e-commerce, where attention spans are short and choices abound, compelling product images are your secret weapon to stand out and drive sales on Amazon. Let's delve into why product images matter so much and how they can significantly impact your success on the platform.
First Impressions Count
Imagine yourself as a customer scrolling through Amazon search results. What catches your eye first? How do you “read” the page. Most often customers shop by photos first. This initial image is your chance to make a powerful first impression.
The main image acts as your digital storefront, inviting potential buyers to explore further. It should be visually striking, clearly depicting the product, and adhering to Amazon's guidelines for clarity and composition. A well-crafted main image can entice users to click and learn more about your product.
Influence on Buying Decisions
Studies show that consumers are heavily influenced by visuals when making purchase decisions online. Quality product images provide vital information about the product's features, design, and usage. They help customers visualize themselves using the product, fostering a sense of connection and desire.
When customers can see detailed, high-resolution images that showcase the product from different angles or in various contexts, they feel more confident in their purchasing decisions. This confidence translates into higher conversion rates and reduced return rates.
Enhancing User Experience
Amazon is committed to providing a seamless shopping experience for its customers. Clear and informative product images contribute significantly to this goal. When customers can easily understand and assess a product based on its images, they are more likely to engage with the listing and complete a purchase.
Well-optimized product images reduce ambiguity and answer common customer questions before they arise. They act as a visual guide, highlighting key features and benefits that may otherwise be lost in text descriptions.
Building Trust and Credibility
In the digital realm, where customers cannot physically interact with products before purchasing, trust is paramount. High-quality product images build trust by presenting the product honestly and accurately.
When customers see professional, well-presented images, they perceive the seller as reputable and trustworthy. On the other hand, blurry, low-quality images can raise doubts about the product's quality and legitimacy.
Competitive Advantage
In a crowded marketplace like Amazon, sellers are constantly vying for attention. Optimized product images give you a competitive edge by making your listings more attractive and engaging. They help your products stand out from the competition and leave a lasting impression on potential buyers.
By investing in compelling product images that showcase your unique selling points, you can differentiate yourself and capture the attention of your target audience.
Key Takeaways
Product images are the visual gateway to your Amazon listings, influencing customer perception and behavior.
High-quality images contribute to a positive user experience by providing clarity and transparency.
Compelling visuals build trust, enhance credibility, and differentiate your brand in a competitive marketplace.
In the next section, we'll explore the specific types of product images required by Amazon and how to optimize them for maximum impact. We will share actionable tips and guidelines to elevate your Amazon product photography game!
3: Types of Amazon Product Images and Guidelines
Now that we understand why product images are crucial on Amazon, let's explore the specific types of images required and guidelines to optimize their effectiveness. Amazon has clear standards for product images, and adhering to these guidelines can significantly enhance your listing's performance.
Main Images
The main image is the first impression customers see when browsing Amazon search results. It plays a pivotal role in capturing attention and encouraging users to click on your listing. Here are key guidelines for main images:
White Background: Main images must feature the product against a pure white background (not off-white or gray). This creates a clean, professional look and ensures the product is the focal point.
Product Focus: The main image should exclusively showcase the product without any additional objects, text, or watermarks. This helps customers clearly identify the item being sold.
Fill the Frame: The product should occupy at least 85% of the image frame, ensuring it's prominently displayed and easily visible in search results. The Tighter your crop, the larger your product appears on amazon.
High Resolution: Use high-resolution images (at least 1000 pixels on the shortest side) to ensure clarity and detail. We recommend dimensions of 1600 x 1600 pixels for optimal viewing.
No Packaging: Products should be shown outside of their packaging. Avoid displaying boxes, bags, or cases unless they're integral to the product itself.
Lifestyle Images
Lifestyle images provide context and demonstrate how the product can be used in real-life scenarios. These images help customers envision themselves using the product and highlight its benefits. Here's how to optimize lifestyle images:
Show Product in Use: Use lifestyle images to showcase the product being used in relevant settings. For example, if selling camping gear, include images of people using the equipment outdoors.
Highlight Features: Focus on specific features and functionalities of the product in lifestyle images. This can include close-ups, action shots, or demonstrations.
Engage Emotionally: Create a connection with customers by depicting scenarios that resonate with their lifestyle or aspirations. Lifestyle images should evoke emotions and desires associated with the product.
Infographic Images
Infographic images combine visuals with informational content to provide a comprehensive understanding of the product's features and benefits. These images are particularly useful for conveying detailed information concisely. Consider these tips for infographic images:
Feature Breakdowns: Use infographics to highlight key features, dimensions, materials, and usage instructions. Organize information in a visually appealing and easy-to-understand format.
Size Charts: Include size charts or comparison graphics to help customers make informed purchasing decisions, especially for apparel or accessories.
Benefits Illustration: Showcase the benefits of the product through visuals, such as before-and-after images or process diagrams.
Branded image: You can always include a branded company image if you have the room. Use this concluding image to give additional information about the qualities and values of your company.
Additional Image Guidelines
In addition to the specific image types, here are general guidelines to optimize all product images on Amazon:
Consistency: Maintain a consistent style and aesthetic across all images to create a cohesive and professional listing.
Optimize for Mobile: Consider how images will appear on mobile devices, as a significant portion of Amazon shopping is done on smartphones.
Compliance with Policies: Ensure all images comply with Amazon's policies, including restrictions on text, logos, offensive content, and image quality.
Key Takeaways
It’s an Amazon Listing best practice to use different types of images (main, lifestyle, infographic) to enhance the customer's understanding and perception of the product.
Each image type serves a specific purpose, from capturing attention (main image) to providing context (lifestyle) and detailed information (infographics).
Adhering to Amazon's image guidelines is essential for creating compelling, trustworthy, and informative product listings.
In the next section, we'll delve into the technical requirements and best practices for creating high-quality Amazon product images.
4: Technical Requirements and Best Practices for Amazon Product Images
Creating competitve Amazon listings can sometimes be apposed to what the seller considers as a great image of their product. Amazon listing images should always cater first to the restrictions and requirements of the Amazon listing space.
This section dives into the specific guidelines and tips for optimizing your product images to maximize their impact on Amazon.
Image Resolution and Size
Amazon recommends using high-resolution images to ensure clarity and detail. Here are the key considerations:
Minimum Resolution: Images should be at least 1000 pixels on the shortest side to enable zoom functionality and provide clear visibility.
Ideal Dimensions: We suggests using dimensions of 1600 x 1600 pixels for optimal viewing and zoom capability. Though, if you would like a stronger zoom feature you can increase the pixel size to 2000px and up.
File Size: Keep file sizes manageable (under 10 MB) to ensure fast loading times without compromising quality.
File Formats
Amazon supports several image file formats, but JPEG (.jpg/.jpeg) is preferred due to its compatibility and compression capabilities. Other accepted formats include TIFF (.tif/.tiff), GIF (.gif), and PNG (.png).
Image Naming Convention
Properly naming your image files is essential for organizational purposes and Amazon's indexing. Follow these guidelines:
Include Product Identifier: Use the product's unique identifier (ASIN, SKU, ISBN, EAN, UPC) followed by a variant code and file extension (e.g., BXXXXXXX.MAIN.jpg). Use periods to separate file name elements. Don’t use spaces or dashes.
Avoid Special Characters: Don't use spaces, dashes, or special characters in file names, as they can cause display issues.
Background and Composition
Amazon requires main product images to feature a pure white background. This is what creates and maintains the professional appearance of Amazon listings accross the site.
which helps highlight the product and maintain consistency across listings. Here's what to keep in mind:
White Background: You must use a true white background without shadows or textures to ensure the product stands out.
Product Composition: The product should fill at least 85% of the image frame, allowing customers to clearly see the item without distractions. Keep the composition clean and minimize overlap. Consider what will be easiest to comprehend in thumbnail view.
Image Content and Clarity
To optimize your product images for Amazon, focus on the following aspects:
Clear and Sharp: Images should be well-lit, in focus, and accurately represent the product's color and details.
No Text or Watermarks: Avoid adding text, logos, watermarks, or promotional content to main images, as they can violate Amazon's guidelines and affect visibility.
Additional Guidelines
Beyond the technical specifications, consider these best practices for Amazon product images:
Consistency: Maintain a consistent style and aesthetic across all product images to create a cohesive brand presence.
Mobile Optimization: Ensure images are optimized for mobile viewing, as many customers browse Amazon on smartphones and tablets.
Compliance with Policies: Adhere to Amazon's image policies regarding offensive content, misleading information, and quality standards.
Key Takeaways
High-resolution images with proper dimensions and file formats enhance product visibility and customer engagement on Amazon.
Follow Amazon's naming conventions and guidelines for background, composition, and image content to create compelling product listings.
Consistency and adherence to best practices contribute to a positive shopping experience and can boost sales conversion rates.
In the next section, we'll explore strategies for auditing competitor images and understanding customer preferences to further optimize your Amazon product photography.
5: Auditing Competitor Images and Understanding Customer Preferences
Understanding the landscape of competitor images and customer preferences is key to optimizing your Amazon product photography strategy. In this section, we explore how to conduct a thorough audit of competitor images and leverage insights to enhance your own product visuals.
Competitor Image Audit
Before diving into your own product images, take the time to analyze what your competitors are doing. Conduct a comprehensive audit of competitor listings to gain insights into their image strategies:
Image Quality: Assess the overall quality of competitor images. Are they high-resolution, well-lit, and visually appealing?
Composition and Layout: Observe how competitors showcase their products. Are they using lifestyle images, infographics, or close-up shots?
Brand Consistency: Note any consistent visual branding elements across competitors' listings. How do they convey brand identity through images?
Customer Engagement: Evaluate how competitor images engage customers. Do they effectively communicate product features and benefits?
Understand Customer Preferences
In addition to competitor analysis, delve into customer preferences and behaviors to tailor your product images accordingly:
Review Insights: Utilize tools like Review Insights to analyze customer reviews and identify common themes or preferences. What do customers appreciate most about similar products?
Customer Demographics: Consider your target audience demographics. Are they looking for specific features, uses, or benefits highlighted through images?
Visual Communication: Understand how customers consume visual content. What types of images resonate most with your audience—lifestyle shots, close-ups, or detailed infographics?
Incorporating Insights into Your Strategy
Once you've gathered competitor and customer insights, leverage these findings to optimize your Amazon product photography:
Enhanced Image Styles: Incorporate successful elements from competitor images into your own strategy. Experiment with different styles to see what resonates with your audience.
Highlight Unique Selling Points: Use images to showcase your product's unique features and benefits. Emphasize what sets your product apart from competitors.
Customer-Centric Approach: Tailor images to address specific customer needs and pain points identified through competitor analysis and customer research.
Iterative Improvement: Continuously monitor competitor listings and customer feedback to refine your image strategy over time. Stay adaptable and responsive to evolving preferences.
Key Takeaways
Conducting a competitor image audit provides valuable insights into industry standards and opportunities for differentiation.
Understanding customer preferences allows you to create targeted and impactful product images that resonate with your audience.
Leveraging insights from competitor analysis and customer research enables iterative improvement and optimization of your Amazon product photography strategy.
In the following section, we'll explore advanced techniques for optimizing Amazon images, including the use of lifestyle photography, infographic images, and effective storytelling. Stay tuned for actionable tips to elevate your product visuals and drive sales!
6: Advanced Techniques for Optimizing Amazon Product Images
Elevate your Amazon product photography game with advanced techniques that go beyond the basics. In this section, we'll delve into innovative strategies to enhance your images and boost engagement with customers.
Lifestyle Photography
One of the most compelling ways to showcase your products is through lifestyle photography. Lifestyle images depict your product in real-life scenarios, helping customers visualize how it fits into their daily lives. Here's how to leverage lifestyle photography effectively:
Contextual Storytelling: Create narratives around your product by showing it in use. For example, if you're selling camping gear, feature images of people using the equipment in outdoor settings.
Emotional Appeal: Tap into customers' emotions by portraying scenarios that evoke desirable feelings associated with your product. Show how your product solves problems or enhances experiences.
Aspirational Imagery: Highlight the lifestyle aspirations associated with your product. Showcase the benefits and lifestyle upgrades customers can achieve by owning your product.
Infographic Images
Infographic images combine visuals with concise information, providing customers with a comprehensive understanding of your product's features and benefits. Here's how to leverage infographics effectively:
Feature Breakdown: Use infographics to highlight key features, specifications, and functionalities of your product. Make complex information digestible and visually appealing.
Size Guides and Comparisons: Include size charts, measurement guides, or product comparisons in infographic format to assist customers in making informed purchasing decisions.
Step-by-Step Instructions: For products that require assembly or setup, use infographics to provide clear, step-by-step instructions. Enhance customer confidence and reduce post-purchase queries.
Effective Storytelling
Engage customers through visual storytelling that resonates with their aspirations and needs. Here are key elements of effective storytelling through product images:
Brand Narrative: Develop a consistent brand narrative through images that align with your overall brand identity. Create a cohesive visual language across all product listings.
Customer Journey: Map out the customer journey through images, starting from initial attraction to eventual satisfaction with the product. Use images to guide customers through their decision-making process.
User-generated Content (UGC): Incorporate UGC into your image strategy by showcasing real customers using your products. Encourage customers to share their experiences through images.
A/B Testing and Iterative Improvement
Optimize your Amazon product images through A/B testing and continuous improvement cycles. Here's how to refine your image strategy over time:
Testing Variations: Experiment with different image styles, layouts, and compositions to identify the most effective visuals. Test multiple versions and analyze performance metrics.
Iterative Refinement: Use customer feedback and performance data to refine your images iteratively. Continuously optimize visuals based on evolving customer preferences and market trends.
Key Takeaways
Implement lifestyle photography to evoke emotions and showcase product usage in real-life scenarios.
Leverage infographic images to communicate complex information clearly and engage customers with visually compelling content.
Harness the power of effective storytelling to create a cohesive brand narrative and guide customers through their purchasing journey.
Embrace A/B testing and iterative improvement to optimize Amazon product images based on performance data and customer feedback.
In the final section, we'll wrap up with practical tips on outsourcing imagery tasks and optimizing Amazon images for maximum impact. Stay tuned for actionable insights to enhance your product listings!
7: Outsourcing Imagery Tasks and Optimizing Amazon Images for Maximum Impact
As you navigate the intricacies of Amazon product photography, consider outsourcing imagery tasks to elevate your listings and optimize visual content for maximum impact. Here's a comprehensive guide on leveraging external resources and fine-tuning your Amazon images:
Outsourcing Imagery Tasks
If photography and visual design aren't your forte, consider partnering with professional photographers or specialized agencies to handle imagery tasks. Outsourcing offers several benefits:
Expertise: Collaborate with professionals who specialize in ecommerce photography and understand Amazon's image requirements. Leverage their expertise to create compelling visuals.
Time Efficiency: Focus on core business operations while experts manage imagery tasks, including product photography, editing, and optimization according to Amazon standards.
Cost-Effective Solutions: Outsourcing can be cost-effective compared to hiring in-house talent. Choose from freelance photographers, creative agencies, or specialized ecommerce service providers.
Scalability: Scale your image production based on demand. Outsourcing allows flexibility to adapt to seasonal variations and evolving business needs.
TAP Photo Studio partners with companies across the country, as well as internationally, to build industry leading product listings. Contact us today for a free consultation regarding your new Amazon listing.
Optimizing Amazon Images
Maximize the impact of your Amazon images by implementing best practices and optimization techniques:
High-Quality Photography: Invest in professional photography to capture high-resolution, well-lit images that accurately represent your products. Use clear, focused visuals to enhance customer perception.
Compliance with Amazon Guidelines: Ensure all images meet Amazon's technical requirements, including file formats, resolution, and background specifications. Compliant images enhance visibility and credibility.
Leverage Image Variations: Provide multiple image angles, lifestyle shots, and infographic visuals to offer comprehensive product information. Engage customers with diverse image content.
A/B Testing: Continuously optimize image performance through A/B testing. Experiment with different image styles, compositions, and layouts to identify top-performing visuals.
Embracing Creative Strategies
Explore creative strategies to differentiate your Amazon listings and captivate customers:
Brand Storytelling: Develop a consistent brand narrative through imagery that resonates with your target audience. Use visuals to convey brand values, aesthetics, and product benefits.
Visual Consistency: Maintain visual consistency across all product listings to reinforce brand identity and build customer trust. Use cohesive color schemes, typography, and styling. Identify and compile your brands style into a brand style guide and use it across your amazon listing materials. Connecting the amazon listing quality and style to that of the companies website helps encourage trust in the company and brand.
Customer-Centric Approach: Prioritize customer preferences and behaviors when crafting image content. Tailor visuals to address customer needs, desires, and pain points effectively.
Conclusion
Mastering Amazon product photography is a multifaceted endeavor that requires strategic planning, creative execution, and ongoing optimization. By outsourcing imagery tasks to skilled professionals and implementing best practices for image optimization, you can elevate your Amazon listings and drive greater engagement and conversions.
Remember to prioritize high-quality visuals, comply with Amazon's image guidelines, and leverage creative storytelling to connect with customers on a deeper level. Embrace innovation, continuous improvement, and customer-centricity to optimize your Amazon images for maximum impact and business success.
Summary
· Background: (255,255,255) RGB
· Product only on first image (no packaging)
· Fill the frame, and crop tight
· Image Size: 1600×1600px (2000px if you want a stronger zoom)
· File Format: JPEG
· Keep thumbnail view at the front of mind when composing
· Naming Convention: Unique identifier followed by variant code
The quality of product images on Amazon is crucial for attracting and retaining customers, as it influences their buying decisions significantly.
Why Product Images Matter on Amazon: Product images are the first point of contact for customers on Amazon, playing a critical role in communicating product details and appealing to potential buyers.
Types of Amazon Images and Best Practices: We recommend using various types of images (main, lifestyle, infographic, company) to enhance product visibility and engagement, although these are best practices rather than strict requirements.
Amazon's Technical Image Requirements: Meeting Amazon's technical image requirements is critical to favorable search rankings and ensures optimal display and quality, improving the overall shopping experience for customers and potentially boosting sales.
Tips for Optimizing Amazon Product Images: Optimizing product images involves emphasizing clarity, using lifestyle photos, providing multiple angles, and including instructional images to showcase products effectively.
Benefits of High-Quality Amazon Images: Investing in high-quality Amazon images can lead to increased customer engagement, higher conversion rates, and improved competitiveness in the Amazon marketplace.
If you're ready to enhance your Amazon product photography and optimize your listings, consider partnering with TAP Photo Studio. We offer a range of ecommerce photography and image processing services tailored to meet your specific needs. Contact us today at tapphotostudio.com or call 828-500-1055 to discuss how we can elevate your Amazon presence through stunning imagery.
Stop Guessing: Embrace Product Marketing as a Science
Investing in professional photography and continuously testing and optimizing your visual content isn't just an expense; it's a strategic move that can drive significant ROI. As competition in the online marketplace intensifies, brands that adopt a scientific approach to product imaging will be better positioned to attract, engage, and convert customers.
In today's digital age, where eCommerce reigns supreme, product photography isn't just about taking a good picture; it's about leveraging science to drive sales. A scientific approach to product imaging involves understanding the critical role of visual content in the customer journey, employing rigorous testing, and continuously optimizing to achieve the best possible outcomes.
The First Touchpoint: The Start of the Customer Journey
For many online shoppers, product photography is the first interaction they have with a brand. It sets the stage for their entire experience, influencing their perceptions and decisions. High-quality imagery can capture attention, convey value, and build trust. In essence, it acts as the digital storefront of your brand, enticing potential customers to explore further.
The Power of Quality Imagery
Quality imagery does more than just showcase a product; it tells a story. It highlights features, evokes emotions, and creates a desire to purchase. Studies show that people process visual information faster and more effectively than text. By providing clear, detailed, and aesthetically pleasing photos, brands can significantly enhance their appeal and conversion rates.
The Multiplicative Effect of A/B Testing
A/B testing, a method of comparing two versions of a web page or product image to see which one performs better, is a cornerstone of the scientific approach to product photography. By systematically testing different images, angles, lighting esthetics, and environments, brands can determine what resonates best with their audience. Online listing and advertising images run a range of types, and all that can be A/B tested: Lead product images, product infographic images, product lifestyle images, and branded company images. This data-driven approach allows for continuous improvement, ensuring that each iteration is more effective than the last.
The benefits of A/B testing are profound. Even small tweaks can lead to significant increases in click-through rates and conversions. Clients view your images as compared to your competitors, let data drive how your images best compete for the attention of your target audience. When a brand consistently uses the most effective imagery, the results can compound, leading to a multiplicative effect on ad performance and sales.
The Impact on Ad Conversions and Sales
When done right, quality product photography and A/B testing can transform a brand's eCommerce success. High-quality images attract more clicks, keep visitors on the page longer, and ultimately lead to more purchases. According to recent studies, up to 75% of online shoppers rely on product photos when deciding on a purchase. Furthermore, 22% of returns occur because the product looks different in person, underscoring the importance of accurate and high-quality images.
By treating product photography as a crucial part of your marketing strategy, you can ensure that your brand makes a lasting impression, turning first-time visitors into loyal customers.
The Power of Visuals in eCommerce
75% of Online Shoppers Rely on Product Photos When Deciding on a Potential Purchase
Visuals play a pivotal role in online shopping. A staggering 75% of shoppers base their purchasing decisions primarily on product images. This highlights the need for clear, appealing photos that showcase your products in the best possible light.
22% of Returns Occur Because the Product Looks Different in Person
Accurate product representation is crucial. With 22% of returns stemming from products not matching their photos, it’s evident that misleading images can lead to costly returns and dissatisfied customers.
Good Visual Content is 40% More Likely to Get Shared on Social Accounts
Quality visuals not only drive sales but also enhance brand visibility. Social media users are 40% more likely to share visually appealing content, amplifying your reach organically.
90% of Purchasing Power on Etsy is Influenced by Good Photos
On platforms like Etsy, 90% of purchasing decisions are swayed by the quality of product photos. This statistic underscores the importance of investing in professional photography, especially for niche marketplaces.
70% of Companies Invest in Content Marketing, Including Visual Strategies
A significant 70% of companies recognize the value of content marketing, incorporating visual strategies to engage and convert customers. This investment pays off in increased consumer trust and loyalty.
73% of Online Marketers Find Social Media Marketing Effective for Business
Social media remains a powerful tool for eCommerce brands. With 73% of marketers acknowledging its effectiveness, integrating high-quality product images into your social strategy is essential.
Increasing the Number of Product Images Improves Sell-through Rates
More images mean more sales. Adding multiple high-quality photos of your products can significantly boost sell-through rates, providing customers with a comprehensive view of what they’re buying.
80% of Information Processed by Humans is Visual
Humans are inherently visual creatures. With 80% of the information we process being visual, leveraging high-quality images is a strategic way to communicate effectively with your audience.
Product Photography Enhances Transparency and Trust in eCommerce
Transparency builds trust. High-quality, accurate product photography enhances transparency, helping to establish and maintain trust with your customers.
22% of Online Shoppers Return Items Due to Inaccurate Product Photography
Once again, the importance of accurate representation cannot be overstated. Avoid the costly pitfall of returns by ensuring your product photos are true to life.
Conclusion: Embrace the Science of Product Marketing
In the competitive world of eCommerce, product photography is more than just a visual aid—it’s a critical component of your marketing strategy. By treating product marketing as a science and leveraging high-quality images, you can enhance customer trust, reduce returns, and ultimately drive sales. Stop guessing and start making data-driven decisions to elevate your brand and achieve eCommerce success.
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TrueShip. (2019). eCommerce Returns Statistics. Retrieved from TrueShip Blog
HubSpot. (2020). Visual Content Marketing Strategy. Retrieved from HubSpot Blog
Etsy. (n.d.). How to Take Great Product Photos for Etsy. Retrieved from Etsy Seller Handbook
Buffer. (2019). Social Media Statistics. Retrieved from Buffer Resources
Pixc. (n.d.). Product Photography Statistics. Retrieved from Pixc Blog
Social Media Today. (n.d.). The Importance of Visual Content. Retrieved from Social Media Today
Product Photography Should Start with the Brand Style Guide (even if it's not written for the photographer)
When embarking on a product photography project, one of the most crucial steps you can take is to work from the brand style guide first. Rooting your photography in the brand's aesthetic ensures high-end brand cohesion and consistency. Product imagery should be tailored to the brand. Not everyone you work with will understand a photographer role in contributing to basic brand aesthetic in this way. It’s important to remember that product imagery often acts as a companies first point of contact for new customers. Its where the customer journey begins, and its an opportunity to define the brand and serve the target customer. When incorporating product photography into brand advertisings, a thoughtful product image will incorporate beautifully, and product imagery made without these considerations will often look out of place.
The art director or marketer who commissions your work may not always see the need for educating on the very basics of their brand's aesthetic. However, you understand that perfect product imagery is refined from the essence of the brand. Even seasoned art directors can sometimes lack an understanding of the subtle nuances in product photography that make all the difference in ads that convert.
Why Start with the Brand Style Guide?
1. Establishes Consistency
A brand style guide outlines the visual and stylistic elements that define a brand. By adhering to these guidelines, you ensure that your product photos are consistent with the brand’s overall image. Consistency helps in building brand recognition and trust among consumers.
2. Reflects Brand Identity
The style guide is a comprehensive document that includes details about color schemes, typography, logo usage, and visual tone. By incorporating these elements into your photography, you create images that reflect the brand’s identity and values.
3. Enhances Brand Cohesion
High-end brand cohesion happens when all elements of a brand’s visual presence work seamlessly together. When your product photos align with the brand style guide, they become a cohesive part of the brand’s visual story, enhancing the overall impact.
Steps to Integrate the Brand Style Guide into Your Photography
1. Thoroughly Review the Style Guide
Before you begin your shoot, take the time to thoroughly review the brand style guide. Understand the color palette, preferred lighting styles, angles, and any other specific guidelines provided.
2. Plan Your Shoot Around the Guide
Use the style guide to inform your planning process. Select props, environments, and lighting setups that align with the brand’s aesthetic. Consider how you can incorporate brand colors and visual themes into your compositions.
3. Pay Attention to Details
Even the smallest details matter. Ensure that every aspect of your product photography, from the positioning of the products to the choice of background, adheres to the brand’s guidelines. Attention to detail reinforces the brand’s identity and creates a polished final image.
4. Maintain Open Communication
Keep an open line of communication with the client or the brand’s marketing team. Regularly check in to ensure that your work aligns with their expectations and the style guide. This collaboration helps in fine-tuning your approach and making necessary adjustments.
Understanding Brand Strategy and Customer Voices
In addition to the brand style guide, understanding the brand strategy, customer voices, and the language of the brand as seen from the creative team and community can be translated by the photography in subtle but impactful ways.
Soft and Warm Brands: For a brand that is soft, warm, and authentic, you would translate this into the initial photography concept with warm, soft light and an authentic editing style. Sometimes, less than perfect can be the perfect aesthetic, conveying authenticity and warmth.
Strong and Tough Brands: If a brand is known for being tough and strong, and customer voices praise the product's strength or capability, you would use hard light, emphasize powerful textures, and capture the product’s robustness and durability in your photography.
Clean and Elite Brands: For a brand that is clean and elite, pursuing the perfect glass of wine, for example, your photography concept would focus on clarity, symmetry, and consistency. The set would be designed to strive toward the ideal version of the product, reflecting the brand’s pursuit of perfection.
Benefits of Aligning with the Brand Style Guide
1. Creates a Professional Image
Photos that are in line with the brand style guide look professional and well-thought-out. This professionalism translates into consumer trust and can positively influence purchasing decisions.
2. Boosts Marketing Efforts
When product photos match the brand’s visual identity, they enhance marketing efforts across various platforms. Whether used in social media campaigns, on the brand’s website, or in print advertisements, cohesive images strengthen the brand’s message.
3. Differentiates the Brand
Consistent and cohesive product photography sets a brand apart from competitors. It highlights the brand’s unique identity and makes it more memorable to consumers.
Conclusion
Working from the brand style guide first is a foundational step in building exceptional product photography. By rooting your project in the brand’s aesthetic, you create images that are not only visually appealing but also deeply aligned with the brand’s identity. This alignment fosters high-end brand cohesion, resulting in a powerful and professional visual presence.
The photographer's job is to solve one of the most abstract and complex equations in the marketing effort: executing an abstract vision in real life with a technical image. It's important to be honest with yourself and your clients when laying out a timeline. Here’s the order:
Client reaches out.
Analyze the Ask: Carefully analyze the client's requirements and understand their goals. Review available materials to build your understanding of their esthetic, and audit their strengths and weaknesses. Consider the space and competition. Where is the client positioned in the market and where you can most easily strengthen their standing.
Communicate Your Understanding: Clearly communicate your understanding of the project to the client. Bring in your initial understanding of the brand to the table and ask for the brand style guide. Write a longform breakdown of your process, pricing, potential start dates and completion time line.
Set a Meeting: Arrange a meeting to discuss the project in detail. Complete a through review of the brand style guide, and audit the landscape before the meeting. Review the logistics of imaging their products in person with the client before bringing in the product to be imaged.
Bring in Products: Gather the products to be photographed, have a clear understanding of shipping logistics, be prepared to carefully handle and store products.
Solve the Equation: Figure out how to image the products according to their vision and your artistic eye. Do the work.
Complete Photography and Editing Together: Conduct the shoot and complete the editing process cohesively. Clients often cant see the vision in parts and pieces like you can. Complete the shoot and present polished work.
Deliver Final Set of Work: Deliver a completed, polished set of images. Working independently ensures the best outcome. If you’ve done what’s needed in understanding the brand, its highly likely that you are already on target and will stay more on target, solo.
Stand Behind Your Work: Offer revisions and address any client concerns. If you understand the needs of the work, this wont be an issue.
Marketing Integration: Keep in mind how this element interacts with the larger marketing objective throughout the process, and present formats that are plug and play for the client.
Remember, it’s not that the brand style guide always gives direct instruction on the lighting, color, angle, logo space, etc. It can be that you find an understanding and work from that attitude from the start. Subtle but important differences will take place, creating product imagery that truly fits the brand's style and ad direction, ultimately making a much better overall ad piece.
Kepchar, LLC can refine your brand and product imagery into a brand style guide to help brands without this asset get organized. Let's get you started on true brand consistency that elevates customer trust and understanding. Get in touch with us today, and let’s take your visual brand assets to the next level.
Exploring New Photography Niches and Balancing Multiple Projects
As a photographer, the world is your canvas, and there are endless opportunities to explore new niches and expand your expertise. However, balancing multiple projects while diving into uncharted territories can be challenging. Here’s how you can successfully explore new photography niches and manage multiple projects without losing your creative spark.
The Benefits of Exploring New Photography Niches
Creative Growth: Trying out different types of photography keeps your creative juices flowing and helps you develop a diverse skill set.
Market Expansion: Diversifying your portfolio can open up new markets and attract a broader range of clients.
Increased Engagement: Engaging in new niches keeps your work exciting and prevents burnout.
Learning Opportunities: Each new niche comes with its unique challenges and learning opportunities, helping you become a more versatile photographer.
Popular Photography Niches to Explore
Wedding Photography: Capture the magic of special moments and emotions.
Food Photography: Perfect for those with an eye for detail and a love for culinary art.
Fashion Photography: Combine creativity and style to create striking images.
Real Estate Photography: Help realtors showcase properties with appealing visuals.
Wildlife Photography: Venture into the wild and capture the beauty of nature.
Event Photography: Document events and gatherings with a storytelling approach.
Studio Product Photography: Showcase products in the best light, emphasizing their features and appeal.
Street Photography: Capture the essence of urban life, from candid moments to architectural marvels.
Astrophotography: Photograph the night sky, including stars, planets, and celestial events.
Light Painting and Other Lighting Techniques: Use creative lighting to produce stunning and unique images.
Nature Photography (Forests and Woods): Explore the tranquility and beauty of natural settings, capturing landscapes, flora, and fauna.
Portrait Photography: Capture the personality and essence of individuals through posed and candid shots.
Travel Photography: Document your adventures and the cultures, people, and places you encounter.
Sports Photography: Capture the intensity and excitement of athletic events and activities.
Macro Photography: Focus on extreme close-ups to reveal the intricate details of small subjects.
Tips for Successfully Exploring New Niches
Research and Learn Before diving into a new niche, spend time researching and learning about it. Study the work of successful photographers in that field, understand the equipment and techniques required, and stay updated with the latest trends.
Build a Specialized Portfolio Start by creating a small portfolio dedicated to the new niche. This could involve personal projects, collaborations, or even volunteering for events to build your experience and showcase your skills.
Network within the Niche Join relevant communities, attend workshops, and connect with professionals within the new niche. Networking can provide valuable insights, mentorship, and potential opportunities.
Market Your New Skills Once you have a portfolio, start marketing your new skills. Update your website, social media profiles, and portfolio to reflect your expanded expertise. Consider offering introductory rates or packages to attract initial clients.
Balancing Multiple Projects Effectively
Prioritize and Plan When juggling multiple projects, prioritization is key. Identify the most urgent and important tasks and tackle them first. Use project management tools or a simple to-do list to keep track of deadlines and progress.
Set Realistic Deadlines Avoid overcommitting by setting realistic deadlines for each project. Factor in time for unforeseen delays and ensure you have enough buffer to deliver quality work without rushing.
Stay Organized Keep your work organized by maintaining separate folders, files, and project trackers for each assignment. This reduces confusion and helps you stay on top of each project’s requirements and deadlines.
Delegate When Necessary If you find yourself overwhelmed, consider delegating tasks to assistants or outsourcing certain aspects of the project. This allows you to focus on the creative aspects while ensuring everything runs smoothly.
Communicate Clearly Maintain clear and consistent communication with your clients. Keep them updated on your progress, inform them of any changes, and manage expectations effectively.
Maintain Work-Life Balance Balancing multiple projects shouldn’t come at the cost of your well-being. Ensure you allocate time for rest, hobbies, and personal commitments to avoid burnout.
Integrating New Niches with Existing Projects
One effective way to explore new niches without overwhelming yourself is by integrating them with your existing projects. For example, if you’re a wedding photographer, you could experiment with food photography by capturing the wedding cake and catering details. This approach allows you to expand your skills while still focusing on your primary niche.
Conclusion
Exploring new photography niches and balancing multiple projects can be incredibly rewarding for both your personal and professional growth. By researching, networking, and building a specialized portfolio, you can successfully venture into new areas. Simultaneously, effective prioritization, organization, and clear communication will help you manage multiple projects seamlessly. Embrace the challenge, stay inspired, and watch your photography career flourish in new and exciting directions.
Backup and Data Management Practices for Photographers: A Guide to Digital Asset Management (DAM)
In the world of photography, your digital assets—photos, videos, and related files—are your most valuable resources. Effective backup and data management practices are essential to ensure that these assets are safe, organized, and easily accessible. This is where Digital Asset Management (DAM) systems come into play. Here’s a comprehensive guide on how photographers can leverage DAM and other best practices to manage their digital assets efficiently.
The Importance of Data Management
Data Security: Protect your valuable work from data loss due to hardware failure, theft, or accidental deletion.
Organization: Keep your files organized for easy retrieval and efficient workflow.
Efficiency: Streamline your editing and delivery processes by having a well-organized library of assets.
Client Trust: Ensure clients' data is secure, boosting their confidence in your professionalism.
Scalability: Manage an increasing volume of files as your business grows.
What is Digital Asset Management (DAM)?
Digital Asset Management (DAM) refers to the processes and software solutions used to organize, store, retrieve, and manage digital assets. For photographers, a DAM system can be a game-changer, providing a centralized repository for all your files and enabling you to manage them efficiently throughout their lifecycle.
Benefits of Using a DAM System
Centralized Storage: Store all your digital assets in one place, making it easy to find and access files.
Metadata Management: Add and manage metadata (keywords, descriptions, dates) to make searching for specific assets quicker and more efficient.
Version Control: Keep track of different versions of your files, ensuring you always have access to the latest edits.
Access Control: Manage permissions to ensure that only authorized users can access or modify your assets.
Backup and Recovery: Automatically back up your assets and recover them quickly in case of data loss.
Best Practices for Backup and Data Management
Develop a Backup Strategy
3-2-1 Rule: Keep at least three copies of your data (1 primary and 2 backups), store them on two different media types (e.g., external hard drive and cloud storage), and keep one copy offsite to protect against physical disasters.
Regular Backups: Schedule regular backups to ensure that all new and modified files are safely stored.
Use Reliable Storage Solutions
External Hard Drives: Invest in high-quality external hard drives for local backups. Consider using RAID (Redundant Array of Independent Disks) systems for added redundancy.
Cloud Storage: Utilize cloud storage solutions like Google Drive, Dropbox, or dedicated photography cloud services for offsite backups.
Implement a DAM System
Choose the Right DAM Software: Select a DAM system that meets your needs in terms of storage capacity, ease of use, and features. Popular options include Adobe Bridge, Lightroom, and Capture One.
Organize Your Files: Develop a consistent file naming and folder structure. Use metadata and keywords to categorize your assets for easy retrieval.
Automate Workflows: Use automation features in your DAM system to streamline repetitive tasks like importing, tagging, and organizing files.
Regularly Audit and Clean Up Your Library
Remove Duplicates: Periodically check for and remove duplicate files to save storage space and reduce clutter.
Archive Old Projects: Move completed projects to an archive folder or external storage to keep your working library manageable.
Protect Your Data
Encryption: Encrypt sensitive files, especially when storing them in the cloud or transferring them online.
Access Controls: Set up user permissions in your DAM system to restrict access to critical files and prevent unauthorized changes.
Maintain a Disaster Recovery Plan
Regularly Test Backups: Periodically test your backup and recovery processes to ensure that you can restore your data when needed.
Document Procedures: Keep a detailed record of your backup and data management procedures so you can quickly respond to any data loss incidents.
Enhancing Data Retrieval with DAM Systems
A good DAM system goes beyond storage; it ensures that you can quickly find and retrieve the files you need. Here are some tips to enhance data retrieval effectively:
Metadata and Keywords: Tag your files with relevant metadata such as keywords, descriptions, and dates. This makes it easier to search for specific assets based on criteria like location, subject matter, or client name.
Organized Folder Structure: Maintain a well-organized folder structure within your DAM system. Arrange files by project, date, client, or type of photography (e.g., portraits, landscapes). This logical arrangement simplifies navigation and retrieval.
Preview and Thumbnails: Use thumbnail previews or grid views to quickly scan through your assets visually. This allows you to identify files based on their content before opening them, saving time and improving workflow efficiency.
Search Functionality: Utilize advanced search capabilities offered by DAM systems. Look for systems that support keyword searches, filtering options, and Boolean operators (AND, OR, NOT) to refine your search results.
Customizable Metadata Fields: Customize metadata fields in your DAM system to suit your specific needs. This could include fields for client information, project status, or usage rights. Having relevant metadata readily available can speed up the retrieval process.
Integration with Editing Software: Choose a DAM system that integrates seamlessly with your editing software (e.g., Adobe Lightroom, Capture One). This allows you to open, edit, and save files directly from your DAM system, maintaining file integrity and reducing manual steps.
My DAM System: Organizational Strategies for Efficient Data Retrieval
My DAM system is structured around a file organization strategy that prioritizes ease of data retrieval. Here’s how I organize my digital assets:
File Structure: I organize my files based on a cataloging system that revolves around time. Each year is allocated a separate folder, distinguishing between business and personal photography.
Personal Photography: Within the personal folder, I further categorize by the cameras I frequently use. For example, folders are dedicated to cameras like the RicohGRIIIx, Yashica T4 Super, or Hasselblad, depending on the specific equipment used for each set of images.
Subcategorization by Events or Months: Within each camera folder, images are categorized based on events or months. For instance, folders might be labeled "Hawaii," "RicohGRIIIx Walks January-February-March," "Yashica Scans Olympic National Park," or "Hasselblad Portraits 2023."
This adaptable cataloging approach allows me to adjust categories based on workload and project diversity. The key objective is to ensure that my file system supports easy data retrieval, enabling quick access to specific images whenever needed.
My DAM System: Secure Storage and Data Integrity Strategies
In managing my digital assets, I employ a robust DAM system designed to ensure both secure storage and reliable data retrieval. Here’s how I maintain the integrity of my digital archive:
Storage Infrastructure
NAS in RAID 1 Configuration: I utilize a Network-Attached Storage (NAS) system configured in RAID 1. This setup provides redundancy by mirroring data across two drives, enhancing data protection against drive failure.
Cloud Storage Solutions: For offsite backup and accessibility, I leverage cloud storage services. This redundancy ensures that my digital assets are securely stored offsite, protecting against physical threats like theft or natural disasters affecting my primary storage.
Archival Hard Drives: I use archival hard drives specifically designed for long-term storage. These drives are dedicated to storing older or less frequently accessed files. To mitigate risks, I maintain backups of these drives in various locations.
Archival DVD Storage: In some cases, I utilize archival DVD storage for additional redundancy. DVDs offer a cost-effective solution for storing large volumes of data in a stable format.
Data Maintenance Practices
Regular Data Checks: Periodically, I conduct thorough checks of my storage drives to ensure data integrity. This proactive approach allows me to identify and address potential issues before they compromise data retrieval.
Cloning and Replacement: If data retrieval ever becomes less than optimal or if any signs of data degradation appear, I promptly clone the affected drive and replace it with a new one. This preemptive measure helps maintain data accessibility and reliability.
By implementing a comprehensive DAM system that includes NAS in RAID 1, cloud storage, archival hard drives, and in some cases, archival DVD storage, I ensure that my digital assets are securely stored and readily accessible. Regular maintenance practices, including data checks and proactive cloning of drives, further safeguard the integrity of my digital archive. This approach not only protects against data loss but also supports efficient workflow and peace of mind in managing my photography projects.
Conclusion
Effective backup and data management practices are essential for photographers to protect their valuable digital assets and maintain an efficient workflow. By implementing a Digital Asset Management (DAM) system and following best practices like the 3-2-1 backup rule, organizing files with metadata, and regularly auditing your library, you can ensure that your data is secure, accessible, and well-managed. Embrace these practices to safeguard your work and enhance your professional reputation.
How To Product Photography
Introduction to On-White Product Photography – a step by step walkthrough for total beginners.
On-white product photography is a foundational skill for any budding product photographer. Whether you're capturing images for an Amazon listing, a store website, or a detailed product catalog, the goal is to present the product in the best possible light—literally and figuratively. Perfecting this technique will not only enhance the visual appeal of the products but also improve conversion rates by providing potential customers with clear, professional, and enticing images.
At TAP Photo Studio (Kepchar, LLC) based in Asheville, NC, we specialize in creating high-conversion marketing experiences through top-quality product photography. This guide aims to provide a comprehensive, step-by-step approach to producing your own on-white product photography, ensuring your images align with the brand's aesthetic and meet professional standards.
If you are just getting started and want to create your own on white product photography, you’re in the right place! In this guide we walk you through everything you need to know to create simple on white images for your catalogs. We’ll recommend affordable equipment choices, cover the basics of shooting and editing, and equip you with the knowledge to complete your images and get them working for you ASAP.
It’s a long guide, but well worth the read if you are serious about shooting your own on white product photography.
You can do this!
In this guide, we'll cover:
Essential Equipment
Setting Up Your Studio
Preparing the Product
Camera Settings and Shooting Techniques
Post-Processing
Deploying optimized imagery that meets basic image requirements
Let's dive into the first section: Essential Equipment.
Essential Equipment
For high-quality on-white product photography, having the right equipment is crucial. Fortunately, you don't need the latest or most expensive gear to get started. This is very true, don’t be tricked into thinking you need to invest 20k in your studio setup. Here’s a breakdown of the essential equipment and some cost-effective (and ultra cost effective) alternatives.
Cameras
For web display, such as Amazon or store websites, your product photos only need to be around 1600px to 2400px square. This resolution is achievable with lower-resolution cameras, making it easier and more affordable for beginners. Here are some great options:
Canon 5D Mark II or Canon 7D: Both cameras offer excellent image quality and manual controls, ideal for product photography. We recommend these two cameras because of their price point and abundant availability. Each camera can be purchased for around $250 dollars and will give you everything you need to succeed at a high level!
Canon PowerShot G11: Our super budget-friendly option that still provides good quality and manual settings. Consider these old point and shoots if you need to get started at the lowest upfront cost. You don’t need a lens with a camera like this.
Canon 5D Classic: Another affordable choice that’s more than capable of capturing great product images for the web. Sub $200 and again, all you need! (for web ready product photography)
Check out KEH.com for great deals on tested, used photography equipment. The key is to have a camera that you can operate manually to ensure consistent results.
Lenses
Pair your camera with a high-quality lens to achieve sharp, detailed images. Again, in the realm of product photography a high-end result can be achieved with many affordable options on the market. Here are some recommendations:
Tokina 100mm Macro: Excellent for affordable product photography. Praised for its quality and price point. You can pick up a used for around $300.
Canon 50mm: A versatile and affordable option. The run and gun option for many photographers and available used for about $200. Consider 50mm if your space is limited.
Converted Nikon Lenses: Our super budget option. Consider an old Nikon 55mm macro lens and a converter for your camera body. This combination provides high optical quality at a lower cost. Get quality optics for as little as $60!
In our studio, we love the Laowa 100mm 2x macro lens, shooting on a Canon R5 for print and web. However, a Canon 5D Mark II with a 100mm lens can produce equally impressive results for web use. We use this lens for its sharpness and versatility, but rarely enter the macro range.
Tripod
Get a good set of legs and a nice tripod head to minimize frustration. Go on KEH.com and pickup some cheap Manfrotto legs and a 3 way head like a Manfrotto 3047. If you aren’t budgeting for the camera stand yet. go with whatever you can find. Tripods are abundant in second hand stores and they generally all have the same universal thread mount for any camera.
Lighting
Proper lighting is essential for product photography. Using strobes ensures you have enough light to overpower ambient sources and achieve even light temperature. Here are two price-point options:
Paul C. Buff Alien Bee 800s: Get at least two, preferably three, with soft boxes and light stands. These can be had for as little as $200 dollars per unit. And soft boxes for about 60 dollars per unit. Better strobes offer more features, but like a photography professor once said to me, light is light.
Softbox: get something like a Fotodiox 32x48in softbox. (different mounts exist for different strobes, so make sure its designed for Paul C. Buff or Einstein flash units). Look up “alien bees softbox” and get a cheap option.
Light stands: go on amazon, or go to your local camera store and pickup some cheap stands. Just make sure they hold the weight you need.
Sand bags: get some simple sandbags to hold your stand in place. (not a critical piece if you are careful)
SB-24 Flash Units: Our super budget-friendly option from KEH.com or off-brand strobes from Amazon. Get into the flash game super cheap. These can be had for sub $40 and with some cheap infrared triggers on amazon are a budget studio go to. You’ll need rechargeable AA batters though, or you’ll loose your shirt to energizer.
You’ll need a way to fire your strobes when the camera takes the photo. A basic PC sync cord is a reliable and inexpensive option. So look for a 15ft pc sync. (it’s a standard for more than 80 years) Alternatively, you can use infrared triggers with your on-camera flash to fire the SB-24 units or other cheap flash units. You can also trigger most all strobes using this method, you’ll need some type of on camera flash to make this work. (points for the 7D and G11)
Light is light, if it works and is balanced in temperature, you’ve got what you need.
Other Essentials
Savage Seamless Super White Backdrop: For a clean, white background, that won’t cast any color shift. Look up savage super white 01 on Amazon. Get a size the accommodates your space and product size. They range for 2 feet wide to 14 feet wide. If you don’t want to do this step, paint a section of wall with primer, try and get something that is pure white, no added color, to no cast any color onto your set and product.
Backdrop Stand: To hold your seamless paper. Buy one or make one. You just need to hang the paper behind your set. (its best to run the paper from all the way up to all the way down. Something like 8ft works great)
Sawhorses, Glass Tabletop, and White Plexi Top: These create a near-seamless white set, reflecting the light and making it easier to achieve a perfect white background. All together you can get your shooting table for under $100.
Having ample space is also important. Consider setting up in a basement or any available indoor area. Don’t worry about windows. Though strobe flashes can be concerning for the neighbors. You can make your setup work with less space, but when stands and soft boxes are deployed you won’t have much space to move around the shooting table.
With the right equipment, you're set up for success. Next, we’ll move on to setting up your studio for the shoot.
Setting Up Your Studio
With your equipment ready, it’s time to set up your studio for the shoot. Proper setup is crucial for achieving professional-quality product photos. Here’s how to get started.
Studio Setup
Background Setup: Hang your Savage seamless super white paper on the backdrop stand. Ensure it is smooth and without wrinkles by adding weight to the bottom edge with simple A-clamps. [Link]
Table Setup: Place your sawhorses where you plan to shoot and lay the glass tabletop on top of them. Then, place the white plexi top on the glass. This setup creates a sturdy surface and provides the reflective quality needed for a seamless white background. The glass surface may be used without the plexi as well depending on your needs.
Lighting Setup:
Background Lighting: Position one strobe on the ground behind the sawhorses, pointing it towards the background. This strobe should illuminate the background evenly. Aim to leave a gap of 4-6 feet between the background and the table to prevent light reflection from the paper onto the product. Make sure to use a strobe reflector or barndoors to keep the light facing the background and not the shooting table. A good tip: light the background and product separately.
Product Lighting: Much of the artistry in product photography is in the lighting of the subject, but lets keep it super simple for this how to product photography lesson. Set up two soft boxes on either side of the product. These should be positioned to light the product evenly from both sides. Make the left side light stronger to help build form through light and shadow. The light that hits the background will reflect off the tabletop surface, creating a near-seamless white set on the tabletop itself. Make sure you understand this concept and you will be miles ahead of other product photography DIYers. The plex1 will reflect the light of the background. Together with the background you will build a near white set, ready for a quick levels adjustment to achieve pure white. (more on this in the editing section.)
Test Shots: Take a test shot of the background and tabletop together without the product. The result should be a fairly seamless, near-white canvas. Adjust the lighting if necessary to achieve the desired effect.
5. Preparing Your Products
Make sure your products are clean and free of dust, fingerprints, and smudges. The more you can address these issues beforehand, the less time you'll need to spend in post-production. Inspect each item carefully, using a microfiber cloth to remove any unwanted particles.
Product Placement: Once your background is set, place your product on the tabletop. The plexi top will reflect the product, adding a professional touch to your photos. Decide whether to use or edit out the reflection based on your desired outcome. If the reflection is an issue, consider removing the plexi and shooting through the glass tabletop, filling the frame with the background paper. In this setup. Make sure the paper goes all the way down to the floor or even lays out on the floor to give you the white coverage you need.
Background Strobes: If you choose to shoot through the glass tabletop, consider using two strobes on the background at a 45-degree angle. These strobes should have reflective hoods or barndoors to direct the light solely onto the background. Scene-foil is a cost-effective option for creating hoods. [Link]
Camera Settings
Now that your studio is set up, it’s time to configure your camera. Here are the recommended settings for optimal results: (NOTE: set the camera to “M” manual to adjust all factors independently.)
ISO: 100 – you have more than enough light to avail yourself of the native ISO. When using older cameras, as recommended here, this is an important setting for a professional result.
Shutter Speed: 1/160th sec – your camera may sync at a higher shutter speed, but keep it easy and just set it to 1/160th.
Aperture: f/16, f/22, or f/32 (maximize depth of field, adjust if needed)
White Balance: Set to flash
Set your background strobes to near full power and your product strobes to half power to start. You can adjust these settings based on your specific lighting conditions. Balancing the light is as straight forward as creating a near white environment, and a well-lit product.
Next, we’ll cover the shooting process and some tips for capturing the perfect shot.
Shooting Your Product
With your studio set up and your camera settings configured, it's time to start shooting. This section will guide you through the process of capturing high-quality product photos that showcase your products in the best light.
Positioning Your Product
Initial Placement: Place your product in the center of the tabletop, ensuring it is well-positioned and straight. This helps in achieving consistent and professional-looking photos. Consider handling products with gloves to minimize fingerprints.
Rotation and Adjustment: Depending on the product, you may need to rotate it to highlight different angles and features. Make small adjustments to its position to find the most flattering angle. Move the product, not the camera.
Taking the Shots
Focus and Composition:
Use your tripod to stabilize your camera and frame your shot. This ensures consistency across all photos.
Focus on the key features of the product. If you’re using a manual lens, adjust the focus carefully to ensure sharpness.
Lighting Adjustments:
Take a few test shots to check the lighting. Adjust the power of your strobes if necessary to achieve even lighting across the product.
Ensure that there are no harsh shadows or overly bright spots. Soft boxes help in diffusing the light evenly.
Test and Refine:
After your initial test shots, review the images on your camera’s screen or computer. Look for any areas that need adjustment, such as lighting, focus, or composition.
Make any necessary adjustments to your setup or camera settings. It’s better to take your time now to get everything right rather than fixing issues in post-production.
Shooting Multiple Angles:
Capture multiple angles of the product to give a comprehensive view. This is particularly important for online stores where customers rely on photos to understand the product. Consider adding simple design work to your images to create infographic images that highlight key features. Give yourself space for the design.
Common angles include front, back, sides, and close-ups of important features.
Consistency is Key
Maintaining Settings:
Once you have your settings dialed in, maintain them throughout the shoot to ensure consistency. This makes the editing process easier and ensures a uniform look across all product photos.
Manual Mode:
Use manual mode on your camera to control exposure settings precisely. This is especially important in product photography to maintain a consistent look.
White Balance:
Set your camera’s white balance to flash to ensure consistent color temperature in your photos. This reduces the amount of color correction needed in post-production.
Checklist for Each Shot:
Before taking each shot, run through a quick checklist: Is the product clean and positioned correctly? Is the focus sharp? Is the lighting even? Are your settings consistent?
Tips for Specific Products
Reflective Products:
For products with reflective surfaces, such as glass or metal, position the lights to minimize reflections. Using a polarizing filter can also help reduce glare. In some cases, a polarizer can be a secret weapon to elevate the shot. Think glassware etc.
Textured Products:
For products with textures, like fabrics or wood, use side lighting to highlight the texture and create depth. Consider using only 1 of your 2 soft boxes and direct the light of the other across the surface in a way that highlights the surface.
Once you’ve captured all your product photos, it’s time to move on to post-processing. In the next section, we’ll cover how to edit your photos to make them look professional and polished.
Post-Processing Your Product Photos
Post-processing is a crucial step in product photography. It’s where you refine your images, ensuring they look polished and professional. Here, we’ll guide you through the essential steps in editing your product photos for web display.
Basic Adjustments
White Balance:
Although you’ve set the white balance in-camera, fine-tuning it in post-processing can ensure perfect color accuracy. Use the white balance tool in your editing software to correct any color casts.
Exposure and Levels:
Adjust the exposure to ensure the product is well-lit and the details are visible but don’t try and use the exposure control to take your near white background to a full white background instead use LEVELS.
Use the levels tool to move the near-whites to pure white, ensuring a clean background without losing product details. This is another one of those points you really want to understand. Using levels you can adjust just the parts of the photo that are near white. If you’ve done that correctly you will clip those highlights perfectly. This is one of those magic moments. If you product is bright as well, you will need to mask it back in. That is, to paint that part of the image that you don’t want the level adjustment to effect.
Contrast and Clarity:
Increase the contrast slightly to make your product stand out. Adjust the clarity to enhance the details and textures.
Advanced Adjustments
Masking:
Use masking to isolate the product from the background. This helps in making precise adjustments without affecting the entire image. Masking is especially useful for refining the edges and ensuring a seamless background.
Spot Removal:
Use the healing tool to remove any remaining dust, fingerprints, or smudges. Zoom in to ensure you don’t miss any small imperfections.
Sharpening:
Apply sharpening to enhance the details of your product. Use the unsharp mask tool, setting it carefully to avoid over-sharpening, which can make the image look unnatural.
Final Touches
Cropping and Resizing:
Crop the image so the product goes right upto but does not touch, the edge of the frame. A tight crop means a larger display on sites like amazon. Resize the image to your desired dimensions, typically between 1600px and 2400px square for web display. For example, aim for 1800px square for a good balance between quality and file size. Websites utilize this size to active a zoom feature. If you don’t want or have a zoom feature you can go for something like 600px. That would result in an ultrafast loading file.
Consistency Check:
Ensure all your images have a consistent look and feel. Compare them side by side and make any necessary adjustments to maintain uniformity across your product photos.
File Format and Compression:
Save your final image as a JPEG with some compression to reduce the file size without compromising quality. In photoshop, for me we use JPEG compression of 8 to 10. This ensures faster loading times on websites, which is crucial for user experience and SEO.
Step-by-Step Example:
Open your image in your preferred editing software (e.g., Adobe Photoshop or Lightroom).
Adjust the white balance using the white balance tool.
Use the levels tool to move near-whites to pure white, ensuring a clean background.
Mask product if needed.
Increase contrast slightly and adjust clarity to enhance details.
Use the healing tool or clone tool to remove dust, fingerprints, and smudges.
Sharpen the image using the unsharp mask tool.
Crop the image to fill the frame and resize it to 1800px square.
Save the final image as a JPEG with some compression (8-10)
Examples of Editing Tools:
Adobe Photoshop: Comprehensive tools for professional editing, including advanced masking and healing options.
Adobe Lightroom: User-friendly interface with powerful tools for adjusting exposure, contrast, and clarity.
GIMP: Free alternative with a wide range of editing features.
Post-processing is where your product photos truly come to life, ensuring they look their best and are ready for web display. In the next section, we’ll provide a quick reference guide and summarize the key points covered in this blog.
Quick Reference Guide
Equipment Checklist:
Camera:
Recommended: Canon 5D MKII, Canon 7D
Budget Option: Canon Powershot G11
Lens:
Recommended: Tokina 100mm macro, Canon 50mm
Budget Option: Nikon 55mm macro with adapter
Strobes:
Recommended: Paul C. Buff Alien Bee 800s
Budget Option: 3-4 SB-24 flash units or off-brand strobes
Accessories:
Tripod: Cheap legs with Manfrotto 3047 head
Soft boxes
Light stands
Background: Savage seamless super white paper
Backdrop stand
Surface: sawhorses Glass tabletop and white plexi top
Setup Checklist:
Cleaning:
Ensure the product is free of dust, fingerprints, and smudges. Make your life easier.
Background:
Hang Savage seamless paper in the background.
Set up one strobe under and behind sawhorses to illuminate the background.
Surface:
Place the glass tabletop on the sawhorses with the plexi on top.
Lighting:
Set up two soft boxes around the product for even lighting.
Adjust background strobes to create a near seamless white background.
Camera Settings:
ISO: 100
Shutter Speed: 1/160th sec
Aperture: F/16, F/22, or F/32 for maximum depth of field
White Balance: Set to flash
Post-Processing Steps:
White Balance:
Adjust in post-processing for perfect color accuracy.
Exposure and Levels:
Ensure the product is well-lit and details are visible.
Adjust levels to move near-whites to pure white.
Contrast and Clarity:
Slightly increase contrast and clarity to enhance details.
Masking:
Use masking to isolate the product from the background.
Spot Removal:
Use the healing tool to remove dust and imperfections.
Sharpening:
Apply sharpening using the unsharp mask tool.
Cropping and Resizing:
Crop the image and resize to 1800px square.
File Format and Compression:
Save as a JPEG with some compression.
Conclusion:
Product photography for web display doesn't require high-end equipment; understanding how to use what you have effectively is key. By focusing on proper setup, lighting, and post-processing, you can create professional-quality images that enhance your brand's online presence.
TAP Photo Studio (Kepchar, LLC)
At TAP Photo Studio, an Asheville, NC-based photography studio, we specialize in product photography and new product launches. Our mission is to help businesses grow by equipping them with top-quality commercial art. We create high conversion marketing experiences that strengthen brand loyalty, deepen interactions, and create buyers who become brand ambassadors.
For one-on-one brand development and to elevate your product imagery, contact TAP Photo Studio. Let’s get you started on achieving true brand consistency that elevates customer trust and understanding. Email us or give us a call, and we can take your visual brand assets to the next level.
This comprehensive guide should set you on the right path to usable product photography for web display. If you have any questions or need further assistance, feel free to reach out.
Balancing Personal Projects and Passion Work in Photography
As a photographer, it's easy to get caught up in the hustle and bustle of client work, deadlines, and the constant push to grow your business. However, it's equally important to carve out time for personal projects and passion work. These endeavors not only fuel your creativity but also help you grow as an artist. Here's how to balance personal projects with professional responsibilities effectively.
The Importance of Personal Projects
Personal projects are essential for several reasons:
Creative Freedom: They allow you to explore new techniques, styles, and subjects without the constraints of client expectations.
Skill Development: Experimenting with different concepts can help you develop new skills and improve existing ones.
Portfolio Building: Personal work can diversify your portfolio, showcasing your versatility to potential clients.
Artistic Fulfillment: Pursuing passion projects keeps your love for photography alive, preventing burnout and keeping you inspired.
Tips for Balancing Personal and Professional Work
Schedule Time for Personal Projects Just as you would schedule client shoots, set aside dedicated time for your personal projects. Whether it's an hour a day or a few days a month, blocking off this time ensures you give your passion work the attention it deserves.
Set Clear Goals Define what you want to achieve with your personal projects. This could be mastering a new technique, completing a themed series, or simply enjoying the creative process. Clear goals keep you focused and motivated.
Integrate Personal Projects into Your Workflow Look for opportunities to blend personal projects with your professional workflow. For instance, you can test new lighting setups or post-processing techniques on your passion projects before applying them to client work.
Stay Organized Balancing multiple projects requires good organization. Use tools like project management software or a simple calendar to keep track of deadlines, ideas, and progress. Staying organized helps you manage your time effectively and avoid feeling overwhelmed.
Embrace Collaboration Collaborating with other creatives on personal projects can bring fresh perspectives and ideas. It’s also a great way to network and build relationships within the industry.
Share Your Personal Work Don’t keep your passion projects hidden. Share them on your website, social media, and portfolio. Not only does this showcase your creative range, but it can also attract clients who appreciate your unique style and vision.
Reflect and Reevaluate Regularly reflect on your personal projects to evaluate what you’ve learned and how you’ve grown. Reevaluate your goals and adjust your schedule as needed to continue challenging yourself and maintaining a balance.
Finding Inspiration for Personal Projects
Finding the right inspiration is key to successful personal projects. Here are a few ideas:
Travel Photography: Explore new places and cultures to capture unique moments and landscapes.
Themed Series: Choose a theme that interests you and create a series of images around it.
Portraits: Experiment with different lighting, poses, and settings to create compelling portraits.
Macro Photography: Delve into the world of macro photography to discover the beauty of small details.
Documentary Photography: Tell a story through your lens by documenting events, people, or places.
Conclusion
Balancing personal projects and passion work with professional responsibilities is crucial for any photographer. It keeps your creativity vibrant, helps you grow as an artist, and adds depth to your portfolio. By scheduling dedicated time, setting clear goals, and staying organized, you can successfully manage both personal and professional projects. So, pick up your camera, pursue your passions, and watch your photography flourish.
New Tear Sheets from our Recent Product Photography Shoot with ENO, and Our New 360 Product photography Capabilites
I am excited today to add new product photography tear sheets to our tear sheets page, and to give an update on TAP Photo Studio’s new service offerings!
In 2022 TAP Photo Studio is better equipped than ever to provide product photography services here in Asheville NC and beyond. TAP Photo Studio is committed to bringing clients the very best visual assets for their new product launches. In addition to state-of-the-art product stills, we are expanding our catalog this year to include interact-able 360 product imagery.
Interact-able (click and drag) HTML5, 360 imagery with pop-up notes is a powerful tech. to help your products stand out and be fully explored and appreciated by your customers. Give us a shout if you want to see some samples and learn more about our 360 product photography offerings. We will make sure to let new and existing clients know about this offering when we think it could be a benefit to them.
Providing product photography services in Asheville, NC for the past six years continues to be one of my life’s great privileges. Thank you for your continued business, Asheville!
Product Photography: Our New Gemstone Product Photography Portfolio
Precious stones are one of the most challenging product photography subjects that we have encountered in the studio. When you photograph jewels you are in a way photographing the set-environment around the gemstone. Gemstones filter and reflect what’s around them. Their sparkle operates through the facet lenses on the stone catching the surrounding light and reflecting and refracting that light to the viewer.
After nearly a year of development and production our catalog of gemstones is quickly becoming it's own stand alone body of work, and one of my favorites. Our new Gemstones portfolio highlights some of our favorite images from the project so far and some of the most technically difficult images from the project.
I would like to write a few blog posts on some tips and tricks we use to take these shots and our methodology for photographing and post processing gemstone photographs. Like a lot of what we do we shot and processed our gemstones on pure white backgrounds, so we could discuss this as well. There are just so many fascinating factors to discuss! Another complicating factor is that photographing rubies has a different set of challenges from photographing sapphires, photographing emeralds, photographing opals, and the list goes on and on. Different precious stones, under the same light, will react in drastically different ways! I hope I find that people are interested in learning more about my take on this classic photography challenge.
White Backgrounds in Your Product Photography with Photoshop
We just made our first Youtube Tutorial! In this video you learn how to achieve professional white backgrounds to meet amazon image requirements. What do you think?
Replace an off white background with a pure white background quickly and professionally using Photoshop. Don't just quick select! Your products deserve better. Follow these steps when preparing and optimizing your DIY product photography for listing on Amazon or for whatever else on white image needs you may have.
Looking Up at the Total Solar Eclipse in Franklin nc
I photographed people looking up at the eclipse and here are some of my favorites.
Small product photography shoot. Photographing products on pure white backgrounds with minimal post processing.
We just finished shooting for another local Asheville nc honey company, Tjo Honey. This product is a beautiful, raw, unfiltered honey that we shot in two sizes, one larger in glass and a smaller in plastic. Because the honey was raw this time, and much less translucent than processed honey, we couldn't illuminate the product from the back by bouncing light or aiming light through it, so special attention was paid to illuminating the surface of the honey in a descriptive way.
How we shoot small products on a white background, tips and tricks and some advanced photography techniques:
The general lighting setup for this shoot is drawn below. The equipment used was white seamless background paper, 3 strobes, two softboxes, four boom arms of varying sizes, flimsy small boom arms work great for holding up diffusion cloth, a table top, a camera and tripod, and a computer to tether too. All of this in a room with controllable light. A good way to test and see if your lighting setup is not mixing with uncontrolled ambient light is to disconnect your flashes and take a picture (without changing any camera settings). The image that you capture should be black indicating that no ambient light is competing with your set-up.
Once you are set up the next task is to set the camera and balance the light. Take a camera and put a lens on it, I used a 55mm lens. That's probably as wide as you would want to go. Use a 50mm or an 80, or 100 or 200. Note your close focusing distance.
Here is a good starting point for your camera: set your camera on manual, your ISO to 100, your shutter speed to 1/160th of a second and your aperture to F11.
For your lights: I would first turn on the large softbox on the left, and adjust its output to render a nice high-key exposure on the bottle. Then turn on the back strobe. You want the background to be two stops brighter than the light cast on the bottle and tabletop. Use a light meter if you have one, or you can rely on the histogram. You want to achieve 99% of your pure white background in the camera, but don't overdo it or light will spill off the background and onto the edges of your subject. Then play around with the back right rim light, try to see if there are any positions that highlight features of the bottle like the ridges on the larger honey jar. This light will be much weaker than the other two, and only used to add some sculpting light to the opposite side of the main light.
At this point the image is almost formed and ready for some post processing. An inevitable issue at this step will be the tabletop itself being not pure white like the background. There are multiple ways to address this in post, or in the camera, depending on your particular situation. Adjusting whites and highlight in adobe camera raw could potentially fix the problem, or get you very close to 255,255,255 white (that's pure white in the RGB decimal code or in HEX code #ffffff). You could select out or paint out the bottom. Or, if you want to achieve pure white completely in camera use a translucent table top and light it from the bottom. Or use a transparent table top and light a white card behind the plexi about 2 stops above the exposure of the product like the background. You could also extend the seamless paper in a long sweep instead of having a separate white card.
Now that you produced a near on white image, the post production work to complete a true 255 white background all around should be very minimal. Use color select in Photoshop to make a selection of your background, or to test and see if you have accomplished your pure white background task. Select it out and used layers>new adjustment layer>levels to achieve the white background. Adobe camera raw adjustments can all but completely process your files if you did things right. Use the highlights and whites sliders. If these adjustments are negatively affecting the product: process out two versions of the raw file open them as two different layers of the same file and then select and mask!
We love this Asheville nc local honey are happy with our finished product. We hope this helps give you some more tips and tricks for producing beautiful on white small product photography wherever you are.
Product Photography for Defiant Whisky, Bostic nc Whisky Distillery Shoot
We recently shot for Defiant Whisky, a great single malt whisky distilled in Bostic, nc. This was one of our spec clients that reached out to us for some additional work, in this case images for their merchindise: T-shirts, hats, glassware and other great accessories. It was a pleasure working with Defiant and shooting their high quality wares.
Product photography: photographing a local Asheville, nc tallboy and setup and lighting tips
We photographed some great, popular Asheville, nc beer from Burial Beer Company. It was a lot of fun to shoot because their can art is really cool and the large amount of aluminum that is visible under and around their label reflects light very well. As is the case with highly shiny things, like this can, the direct light illuminating the surface has to be heavily diffused, and polarized, to mute the brilliance of the surface. Here's how we did it:
In this case, 2 soft-boxes, which are made up of 2 layers of cloth panels that are further diffused by 2 larger, 6' x 6', panels make a very large, even and soft light source. Along with a polarizer on the camera to further cut down on reflection, the large vertical highlights rest on the can without blowing out the surface or reflecting heavily off the label. This is also how the light achieves its taper. The strobe overhead illuminates the background and part of the top of the can. A small piece of black foil shields some of the light from the octabox above the product. Two black cards, about 5'' by 18'' reflect off the outer edges of the cans creating a darker, contrasting edge that allows this high key product shoot to stand out against a white background.
The product was cleaned and prepped with a 45% solution of glycerin that was applied with a small atomizer and left to partially dry. There is a piece of polished white plexiglass about 2' x 2' that is sitting on top of the white paper background.
setup diagram / lighting diagram. Things aren't exactly to scale here, but this should help you visualize the lighting setup. What's important to remember is that the can 'sees' everything around it. To light it you have to effect all of its surrounding surfaces.
I brought an icicle into the product photography studio and some photography lighting tips
Ice photographs a lot like glass, and not surprisingly. But unlike the glass that we like to photograph in the studio, ice often has a foggy and cracked structure and surface. This is something that normally we would diminish in professional product photography shoots, here we've played it up. With careful lighting, the impurities and cracks in this icicle cause the light to bounce around its own structure making the icicle appear to glow white. And from a design aesthetic I thought it was a very beautiful, natural structure! One of the two water droplets was composited from another shot in this series during post production editing. It's was very difficult, and very fun, to try to time and capture these droplets without using any sort of a motion trigger.
Now for some setup and lighting tips: The icicle is back-lit almost entirely, though there is a large silver reflector on the left side at an approximate 90 degree angle to the camera. There is a soft-box, main light on the right and a small rather harsh strobe on the left that shines through the ice, illuminating it. The large silver reflector on the left side close to the object illuminates the leaves, though the relative size of the soft-box also helps do that as well. The dull blue glow on the right side of the background is due to the background being so close to the soft-box (apparently we need a bigger piece of black velvet in the studio!). This was a big concern for me during setup, but I ended up being quite happy with the gradient that was created, and it would be manageable enough to be easily removed in post if desired.
The soft box on the right Its only forward enough to cast the small, sharp, rim light on the right side of the icicle while its main purpose is back-lighting the ice.
Spec product photography for a local Asheville nc honey company, and some lighting tips on how we shot it
We recently did another speculative commercial product photography shoot, this time for Asheville Bee Charmer. I love Honey, and I thought it would be a great product to shoot both because it is delicious and because of the inherently beautiful colors of honey. To highlighting the product we illuminated the jars from the back in a rather unique way which I will explain below. The effect is a really great explanatory shot of the product that displays a maximum of information in an alluring commercial shot. I love the beautiful colors of this honey, and we hope Asheville Bee Charmer loves it too!
A little product photography tips:
Here you can see the Nikon fiber optic light which is shinning through a lens. The lens focuses the light onto the reflective paper behind the bottle and shines through the product towards the camera.
A closer look at the lens, sitting on top of the housing it originally was used in. The lens is free to be moved to focus the beam of light.
An image with just the illuminating back-light. The lift arm supplies all the light for the back-light. The right arm of the fiber optic light is illuminating the backdrop to create some more shape on the side of the bottle.
The tabletop is glass covered with pure white paper. Underneath is a strobe with a 1/2 CTO gel to match the fiber optic's light temperature.
Three more strobes fill in around the product, illuminating the label, lid, and background.
I used a lens I am very fond of, a Nikon 55mm macro AI-S. One of the best lenses for product photography if you are willing to work with an older lens. Very sharp, very simple, and a plesure to use.
Rules to paint by
For several years I (Merryn) took a portrait painting class through Art Alliance of Greensboro taught by the highly acclaimed portrait painter Tom Edgerton. Tom is the kind of Art teacher that has answers and a formula for art. The kind of teacher many students pine for when they can't bear the teacher's vague, rambling answer on the shadows of post-impressionism in a post-modern world, when all they asked was what kind of pencil they should buy. I loved my teachers that waded through the obscura of existence as they tried to make you answer difficult questions about the meaning of form and beauty through your work, but there are many kinds of art teachers (and believe me I have had more than a few on the way to my BFA). Here I want to talk about what I learned from a much more direct teacher and then to reflect on the ways that his portrait painting guidelines have informed my approach to traditional and digital art.
"Tom's rules": There are four main factors that guide the painting process, drawing, value, color and edges. The factors that define color are value, hue, saturation and temperature. Use these elements to make the viewer's eye go towards something by sharpening the edges, increasing the saturation or increasing the contrast. Make the viewer's eye move away from something by softening the edges, decreasing the saturation or decreasing the contrast. Changing the contrast is the strongest of these tools as value, the measure of lightness or darkness, is so crucial to effective, beautiful and professional looking work. Understanding how to control edges was one of the most challenging things for me but don't be afraid to get in there and mush things around, it's one of the most rewarding things about oil painting and can be accomplished digitally as well.
There are a million things to be said about drawing but it is true that repetition and practice is the best way to improve. Beyond that there are several visual aids that can help you get going. The thing is to start big and general and avoid jumping into detail too quickly (seriously, don't start with any details!), look for the major shapes and relationships first. Use angles and how they are created by positive and negative space. Use the longest straight lines you can to begin with. Don't chicken scratch your way from point A to B, find main directional lines and define smaller plane changes and details later. Use mapping to identify where these details should later be placed with crosses, tic marks or other descriptive visual cues that make sense to you. These are easy to play around with and to move as you continue to find where the pieces fit in relationship to one another. Use plumb lines, vertical and horizontal lines, either drawn or imagined to further compare angles and relationships of objects in the scene. Similarly you can use grids to further accurately relate what you are drawing when working from life, or to further analyze composition when working from your imagination. This is very easily accomplished when working digitally.
The final ingredient is to get to know your colors and color temperatures(warm and cool) and color charts are one of the best ways to do this. I have many charts that i can quickly reference for color mixing and I use them all the time. Mixing a value scale for a single color, or mixing a single color with every other one you have (Richard Schmid style) will work wonders for understanding your use of paints and the ways colors and temperatures work. This information will help you understand the facets of color when you go to work in your digital palette too. When you begin a new work don't forget to ask yourself what is the value, what is the color, what is the temperature? Then start to lay down those large shapes that you have found. Build up your canvas like a quilt with patches of color, covering the entire canvas before any detail will help you see where small value shifts need to happen before you become sucked in by with details. A final note on the detail issue, sometimes Tom would push me to avoid detail until the last hour of work on a painting with 10 or so hours dedicated to it, so, seriously! This infuriates people, but your perfectly painted detail will never work if the whole isn't working too.
When it comes to the fine art world, there is definitely some stigma about technology. Painting from photographs for example, because of the ways that the camera can alter reality and the values the naked eye sees, can be more of an impediment for the artists who doesn't have a great mindfulness of what they are looking at. Computer monitors also replicate reality but screens and their resolutions vary greatly even between calibrated, professional monitors. For John and I this is a continuing source of education as we work to understand the relationship between digital, print and traditional art media. Working to translate my traditional art education background into the modern world or pixels has been a challenge, but I owe so much to Tom for putting these rules in my head and to all my art teachers that have taught me how to work no matter the media. So here's to the spectrum of art teachers and art!
Ode To Flusser's 'The Photograph'
Exciting couple of weeks coming up, we will be contacting a whole bunch of people! (maybe you are here because we just contacted you, that would be awesome!). And we will be getting some super nice prints made by HugPress (they used to be BullockPro). They are a great local printer! And some prints done at Henco, another great local printer.
Also, I wanted to share this photo I took while thinking about last week's post on Flusser who wrote 'Towards A Philosophy Of Photography'. I might add it to my order. It's a fake pear that cracked somehow, and the background is a crumpled up reflector. I really like the shape of the crack.
Short Reflection on Vilém Flusser's 'The Photograph'
Once upon a time, in a class on existentialism at the University of North Carolina at Asheville, I came across the philosopher, Vilém Flusser, and I have been thinking about his collection of essays titled, Towards A Philosophy of Photography, ever since. I don't pretend to understand his work as a whole, but I want to share one of the interesting passages that resonated with me. In the essay titled The Photograph, Flusser interprets Black and White and Color photographs and the different ways they convey information:
"many photographers... also prefer black-and-white photographs to colour photographs because they more clearly reveal the actual significance of the photograph, i.e. the world of concepts.
The first photographs were black and white and still clearly acknowledged their origin in the theory of optics. However, with the advance of another theory, that of chemistry, colour photographs were also finally possible. It looked as if photographs first abstracted the colours from the world in order to smuggle them back in. In reality, however, the colours of photographs are at least as theoretical as black and white.
...but between the green of the photograph and the green of the field a whole series of complex encodings have set in, a series that is more complex than that which connects the grey of the field photograph in black and white with the green of the field. In this sense the field photographed in green is more abstract than the one in grey. Colour photographs are on a higher level of abstraction than black-and-white ones. Black-and-white photographs are more concrete and in this sense more true: they reveal their theoretical origin more clearly, and vice versa: The 'more genuine' the colours of the photograph become, the more untruthful they are, the more they conceal their theoretical origin."(42-44) -Vilém Flusser
This passage reminds me that photographs are, and always will be, abstractions of reality. Does the unending fine tuning of the digital image (the advancement of sensors, the expansion of latency, the advancement of color rendition etc.) add to the illusion of the image? Does this development in 'accuracy' hide the constrained nature of photography with its origins in optics, and chemistry? And does that create a type of deception for anyone who looks at photographs without this insight!?
I'm not sure. I think the ability to reproduce the colors of something 'more accurately' is beneficial when creating commercial photography of unique things as it translates more specific information about the thing. But this information may be 'more specific' relative to the ability of other cameras and not to the reality of color. Perhaps part of the feeling of trickery in imagery, that we attribute to the digital age of photography, is rooted in the claims of 'accuracy' of images as well as the modification of them.
Flusser, Vilém. Towards a Philosophy of Photography. London: Reaktion Books Ltd, 2000. Print.