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.

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

ASSIGNMENT KAPULA CONTINUED ...

After our visit to Bredasdorp to document the workings of Kapula, Martin and Kapula's marketing manager Anke Appelgryn continued the work in the MVNP Studio in Strand near Cape Town. Every range of candles and ceramic ware had to be photographed for the website and believe me there are many, one as exquisite as the other.  

Photographs: Erika Kruger

Kapula - The warm art of Africa

Anke and Martin setting up in the MVNP Studio in Strand

Lining up the candles ...

... while the next batch is already busy with a practice run in the background.

KAPULA CANDLES: THE WARM ART OF AFRICA

 In April this year we visited the Kapula Candles-team in Bredasdorp near the southernmost point of Africa, to take photographs of the Kapula people, products and processes for their new website and promotional material. 

Thanks to the friendliness and enthusiasm of marketing manager Anke Appelgryn and every other member of the Kapula team, it didn't feel like we were working at all. 

Here are a few photographs that tell the story of our visit. 

Anke and Ilse Appelgryn. Ilse started making candles in her garage in 1993 and today it has grown into a thriving business which embraces the principles of  the World Fair Trade Organisation

From the smiles, it is clear that this assignment was not hard work! I had to shoot a portrait of each and every Kapula employee (96 people from four different locations in all). Thanks to marketing manager, Anke's ability to plan and organise and everyone's willingness to participate, we managed to complete the task in four hours.

The candles are hand-made and hand-painted by experienced workers using wax and pigment and a very steady hand.

The workshop where the candles are made. I had to contend with very low light as well as a fine, clingy mist caused by molten wax. The equipment survived!

The coloured wax turns even ordinary tools into works of art.

An experienced candle painter with a sample board showing one of many combinations of patterns, textures and colours in the Kapula candle range

The workshop where the candles are painted offered an endless supply of photo opportunities.

Production team, marketing team and design team meet. 

Besides candles, Kapula also creates hand-crafted ceramics and tableware.

Special people and special products

Each item's design is hand-drawn before the glazes are added.

Martin among the ceramics painters


Background photographs by Erika Kruger