KISS CURLS: Salon Elan, Somerset West

Photography & Retouching: Martin Van Niekerk

Model: Candice

Hair Styling: Rene Erwee, Salon Elan, Somerset West

MUA: Louna Esterhuizen Van Zyl of Make-up by Louna

Salon Elan, Somerset West

Before and after

One model, three looks

APRIL COLOUR SHIFT IN STRAND / SOMERSET WEST

Come April, come autumn and a colour shift from bright green to brown, even the Cape dwarf chameleon ( Bradypodian pumilum). 

PORTRAIT OF A PRINT MAKER

Artist Leonora Van Staden of Stellenbosch

I recently did a portrait shoot for award-winning Stellenbosch print artist, illustrator, lecturer and recently furniture designer, Leonora Van Staden in a beautiful historical building in the town centre. This is one of the images.

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

IMAGE QUALITY IN, IMPROVED SALES OUT: That is why you need a professional photographer for product shots

Beautiful necklace by Miglio Designer Jewellery, a company that knows the value of high quality images to sell their products.

In a world dominated by the visual experience, e-commerce experts know for a fact that a critical aspect of their marketing and advertising strategy is obtaining high quality photographs of their products.  

Why are they so adamant about this? High quality and appropriate images:

EVOKE THE EMOTIONAL EXPERIENCE OF SHOPPING

On the Internet, the shopping experience cannot include all the senses. We can’t touch the fabric, smell the coffee or taste the sauce. There is only our visual involvement with a representation of the product.

In the end it is this photographic image that has to evoke the emotional experience that transforms a viewer on your website into a buyer of your product.

Unless the visual experience of the virtual shop affects the customer on a visceral, emotional level, browsers will not be converted to shoppers. 

CONVERT BROWSERS INTO CUSTOMERS

On her blog, business strategist, Isa Maria Seminega quotes UK photographer Tony Jones on the importance of high quality product shots:

“It is now widely accepted that taking the time to invest in quality product imagery for your advertising and website will be a significant factor in helping to drive sales up. High quality product photography is as essential as a well designed website.’

REFLECT THE HIGH QUALITY OF THE COMPANY'S PRODUCTS

Companies cannot afford to cut corners when it comes to planning and executing the visual aspect of their marketing and advertising strategy. 

Leonora Van Staden, MVNP client and owner of Nice Stuff, an exclusive interior/ gift/ design shop in Dorp Street, Stellenbosch agrees. 

"Martin’s particular skills as photographer has made it possible for me to develop a marketing strategy for my business that does justice to the high quality design and manufacturing of the limited edition and custom-made products we sell," she explains.

SAVE TIME, EFFORT AND MONEY IN THE LONG RUN

As a designer, Ronel Van Heerden of Nine Ninety Nine, has her own reasons for encouraging clients to invest in a professional photographer's services.

“You will not let a backyard mechanic with inadequate and inferior tools and pitiful knowledge work on your Ferrari. So how can business people still think their camera phone will take good enough images to market their biggest asset?

“As a professional designer I've seen how substandard photography does damage to businesses and it is such an easy detail to fix! Just get a professional photographer!

“You will make the lives of your designer so much easier and together you will create the company image that you want the world to see. Easy as pie!”

Unfortunately not all business owners, especially small and medium enterprises, always see their way clear to invest in really good photographs for their websites and brochures. 

But in the end the same principles that apply to e-commerce also apply to other businesses. 

Customers shop with their eyes. Make sure that the quality of the visual message your business portrays matches the quality of your product.

TRAVELLING SHOW: Kapula takes Martin Van Niekerk Photography's images abroad

Kapula's stand with my images and their hand-made candles at the
2103 Christmas Fair in Frankfurt, Germany earlier this year

If only this photographer could travel the world, the way the images I create for my clients, do!

Earlier this year Anke Appelgryn and the Kapula team trekked northwards from Bredasdorp to an icy cold Germany with their hand-made candles to participate in a major trade fair known to set international trends for festive decorations for the coming season.

And with it went several of the images I had shot for them, blown up to poster-size, to decorate the Kapula stall!

The 2013 Christmasworld expo took place from 25 to 29 January in Frankfurt and offered exhibitors from 66 countries an opportunity to introduce their products to the wholesale and retail trades including shops, florists, interior decorators and shop window specialists and designers. 


According to the organisers’ final report, Christmasworld 2013, with the two other expos that run concurrently namely Paperworld and Creativeworld, drew exhibitors from 66 countries and 83 600 visitors from 145 countries.

The Cristmasworld trade fair comprises ten different product groups including candles and fragrances. The others were Christmas decorations, annual and seasonal festive decoration (e.g. Easter, Halloween and religious objects), ribbons and wrapping, decorative gifts, florists' requisites, festive lighting, shop and display accessories, fireworks, party and festive articles.

Thanks Anke for supplying the photographs of the stall. It is great seeing my images helping to promote an exceptional product.  May the visitors’ visual experiences be converted into massive orders!

Close-up shots of the images

The Kapula stall