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.

PRODUCT PHOTOGRAPHY: A specialised service but not an expensive service

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.

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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.

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. 

PHOTOGRAPHY AFFECTS ONLINE SALES - Our argument supported by result of eposure survey of attitudes to photography

In our previous post we reasoned that high quality images can influence company’s bottom line. Our argument recently received support from a survey conducted by eposure, a UK-based platform for photographers and reported in a blog post by photographer Tim Bilsborough. 

Tim shared the interim results from a survey that looked at how photography affects consumer’s attitudes to online shopping. 

The results he says 'makes fascinating reading for businesses, retailers and commercial photographers alike.' 

The reason?

The quality of photographs definitely influences purchasing decisions.

Ninety one percent of the respondents indicated that images of products are important to them when they are shopping online while 92% said websites in general could improve the standard of their photography.

The most important finding was that 84% of people had decided not to buy something online, because the product image was not good enough.

“Quite simply, Tim says, “it means that better images can improve online conversion rates, and for many online retailers, it could make a dramatic difference to the performance of their business.”

"It makes a stronger case for businesses to really think about their photography, the role it plays within their site and the way it positions their own products to their customers and against their competitors. It gives business an incentive to spend more time evaluating the way they commission and use images on their websites“

To read the full text of Tim’s blog post go to:

Photography affects online sales