Ok, so you get the concept - high quality images in, improved sales out.
It makes absolute sense that presenting
customers with the best possible views of your company’s products, will
influence the bottom line.
But you are still not convinced
that you can afford the services of a professional photographer.
Well let us put your mind at
ease - product photography is not an expensive service.
PRODUCT PHOTOGRAPHY IS A
SPECIALISED SERVICE ...
Yes, it is a specialised service.
Yes, it requires specific knowledge, skills and equipment.
The photographer has to be
patient, organised and meticulous. He has to have above average knowledge of
lighting, angles, perspective, composition and exposure. He has to have the
right camera, lenses, lights and screens.
But none of these requirements
makes product photography an expensive service.
BUT PRODUCT PHOTOGRAPHY NEEDN’T
BE EXPENSIVE
Unlike advertising and
marketing photography, which require extensive and creative styling of the
products as well as models and special backdrops, product photography is more
like an assembly line process. Products are photographed in sequence.
Thorough pre-shoot planning by
both the client and the photographer and efficient execution during the shoot
makes it possible to complete a product shoot in a short time.
Often setting up is the most
time consuming part of the process, particularly when working on
location and in make-shift studios.
But once the photographer has set up and he
has fine-tuned the lights, the time spent on each photograph is really short and
the cost of each shot becomes low compared to more elaborate advertising /
marketing shots.
As product photography does not
involve special
lighting effects or intricate angles there is no stopping and starting for the
photographer to change camera positions and lighting.
Yet, although the lighting remains fairly static during a
product shoot, it will always be fundamental to all types of photography. Equally important is positioning
of the objects.
In a follow-up post we will consider these aspects in detail.
COMPLEXITY AND COST
Ultimately, the cost and time
investment required for a product shoot depends a lot on how complex you want
the images to be.
Product photography can be
divided into:
1. Standard product shots
These shots are usually done on
a solid white background. The photographer could use a gradient from light
to dark for visual variation.
 |
Objects photographed on a
solid while backdrop, one after the other, using the same lighting
configuration.
Client: Nice Stuff, Stellenbosch
|
2. Complex backgrounds
Product shots taken against any
other background except white or plain coloured are more complex to set up and
will cost more. Such images have to be conceptualised and takes more time as it
often shot outdoors, on sets or in loco.
Also a coloured background
could result in unflattering reflections on the product and so will take more
time to resolve.
 |
A group of candles photographed on a shiny metal surface. The client wanted to use the reflections to suggest the light emitted by the flames. Setting up this type of shot takes longer than a plain white backdrop. If the flames and the candles are going to reflect in the metal backdrop, so are many other objects in the vicinity. The photographer has to counteract this by building a more complex set. Client: Kapula |
3. Group shots
Instead of individual product
shots, items can be grouped together. Group shots have specific styling and
lighting requirements and do not necessarily offer a cheaper option compared to
single shots.
Although it is a good idea to
conceptualise and set up the most visually flattering configurations
beforehand, things tend to look different through a camera lens. Fortunately these
days, most photographers shoot tethered (directly to the computer screen),
making it possible for the client to immediately see what the end-product will
look like and to make adjustments to the arrangement.
.
 |
Although you can photograph many objects at once, positioning the objects so that nothing is obscured and to to avoid shadows and distortions, can take time. Employing the services of a good stylist can save time and money. Clients: Miglio Designer Jewellery & Kapula |
4. More complex shots
In some cases including a model or a mannequin can
enhance the styling and presentation of your product e.g. for clothing, caps,
jewellery. It could be full-length, face-only or hand or foot models.
Usually the photographer is able to book models for
the client at an additional fee. And if you are using models you will need a make-up
artist, a hair stylist and possibly a stylist.
This is when product shots can become expensive.
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Photographing hair extensions as single objects on a white background will just look ridiculous and will definitely not inspire consumers to buy the product. In this case we had to use a model to illustrate what the product is all about. The border between product and marketing photography becomes blurred at this point. Client: Boulevard |
So
rather than dismissing the idea of using a professional photographer for
product shots as too expensive, sit down together and discuss ways of
presenting your products in the best possible light at the best possible price.
