PRESENTING YOUR PRODUCT IN A GOOD LIGHT - Why a good grasp of lighting is vital for product images

In a previous post I remarked that employing a professional photographer to do product photography does not have to break the bank as it does not involve special lighting effects, intricate angles or extensive styling.

Still, a good grasp of lighting will always remain fundamental to all types of photography including product photography. Even static, straight forward lighting requires the right equipment, and a thorough understanding of how light works. 

As important is positioning of the objects and the choice of background. But more about that next time.

Photographers manipulate light to achieve the effects they and their clients require. By adjusting the angle of the lights and their intensity as well as altering the object’s position, the photographer can make your product look appealing and desirable.  

When do images NOT present your product in the best possible light?

• It is difficult to get a clear picture of a product in a dimly lit image. It may be blurred and important detail may be obscured. Dark and fuzzy pictures may even signal to a customer to beware, that you have something to hide. 

It is difficult to see finer detail and the actual colour of the watch face, important information for a potential customer who relies solely on the visual features of a product to make a decision.

• On the other hand, over-exposed images result in hot spots with features and details that look washed-out.  Lighting that is too bright also throws harsh, solid shadows that detract the viewers’ eyes from the product itself.

In this image, information is lost in the overexposed areas.

• Over-exposed images are often the result of using an on-camera flash. Moreover, as the light source is concentrated in one place, there will inevitably be aspects of the product that will not be highlighted and become ‘lost’ in the photograph. 

A large amount of information is lost in this image as an on-camera flash cannot
light an entire object evenly. Notice how the face is lit but the watch strap is dark
and fuzzy. The customer is not able to see the entire product clearly.

What is different about a photograph by a professional photographer?

Adding more than one light source e.g. from the side and / or the back, is what gives professional photographers’ images the edge. It prevents some areas from being dark and obscured but also gives depth and crispness to an image that an on-camera flash cannot. 

Using more than one light source in a controlled environment results in a clear,
bright and aesthetically pleasing image, providing all the information needed to
convert a viewer into a buyer.

Usually the controlled environment of a studio or a makeshift studio on location, makes it easier to achieve aesthetically pleasing images that give the viewer all the information needed to make a choice.

The studio also gives the photography better control over colour castings and unflattering reflections either from the backdrop and surroundings onto the object or the other way round. 

While at times natural warm light could be a good choice for products, the photographer still has to understand how to control it.

Next time more about backdrops, positioning of products and 

choosing the best angles.