How to take product photos: 5 pros share their dos and don'ts
Professional product photographers reveal all-too common mistakes – and how to avoid them.
They say a picture is worth a thousand words, but when it comes to ecommerce, an impactful product photograph is practically priceless.
After all, in the fiercely competitive world of online retail, photography is the most effective way to recreate the offline shopping experience online; not only does it capture customers’ attention, it shows exactly how a product looks, feels and fits.
Done well, product photography can elevate your brand. Done poorly? It can undermine it.
So, what do you need to know before photographing your products (or commissioning an expert studio shoot)? And what are the DIY product photography mistakes the pros see only too often?
We asked five professional photographers to share their insights on how to take product photos.
DON’TS: Top product photography mistakes
Don’t create blurry photos
A thumb-stopping image is an image that’s sharp and in focus. A blurry low-quality image isn’t exactly going to instil confidence in your potential customers.
Sydney fashion, beauty and lifestyle photographer Georgina Egan, who has worked for magazines like GQ and Vogue says: "I always see examples where products are out of focus or blurred, which can happen when you take product photos for a number of reasons. One of them is using natural or ambient light without a tripod, which can cause the camera to move and blur photos.”
Don’t use poor lighting
One sure-fire way to ruin a great product shot is to take product photos with poor lighting, whether that’s a dim-looking shot, an overexposed image or shadows that detract from the product itself.
“Time and time again I see photos with inconsistent lighting when natural light is used,” says Egan. “Having access to professional lights and someone who knows how to use them, will make products look expensive and can help elevate [what you are selling].”
If you’re on a lean budget and taking product photos yourself using DIY product photography, consider powerful light sources, whether that means using natural lighting and shooting near a window on a sunny day, or studio lighting. And although it is possible to shoot using a smartphone, a DSLR camera will produce better results.
Don’t forget fingerprints
A common mistake people make when taking product photos – and one that’s difficult to correct in post-production – is fingerprints on shiny surfaces.
If you’re taking product photos of jewellery, beauty products or anything metallic, polish everything with a professional metal polishing cloth – and when you think it's polished, polish it again, advises photographer Helen Koker, whose clients include beauty brand Imbibe Living and stationery store Kikki K.
Most professionals, she adds, handle shiny products with gloves to prevent fingerprints and smudges coming up in photos. Another technique? Canned air or a micro dust-blower can also help remove dust or fine debris from the set.
Don’t forget reflections
Another common mistake when it comes to photographing shiny products is accidentally capturing your reflection in your product photos. To avoid this, set your camera up on a tripod where you can shoot slightly down on the product to eliminate any unintended personal appearances in the photo or bouncing light.
"I tend to use a zoom lens as a versatile option for most scenarios."
“Typically, unless I'm shooting very small products like jewellery or lipstick with a macro lens, I tend to use a zoom lens (specifically, the Canon RF 70-200mm f/2.8L IS USM) as a versatile option for most scenarios; this not only offers a pleasing perspective but also allows me to reframe the image as needed,” Koker explains.
Don’t forget to prepare products
Unironed clothes, creased backdrops and underprepared sets will all affect product images: on a professional photo shoot there is usually a team of people to ensure that products and props are presented as perfectly as possible.
If you’re photographing your own products – or even if you’ve hired a photographer to take product photos and you’re standing in as creative director – you’ll need to keep a close eye on every detail. If you’re photographing clothes, consider investing in a portable steamer, clothes rack and lint roller.
UK photographer Stewart Williams says this lack of attention to detail makes him cringe, whether it’s crumpled clothes, labels on shoes, busy backgrounds where the hero product is competing for attention, or unnatural symmetry.
"Anything that looks contrived does not sit well."
“Anything that looks contrived does not sit well,” he says.
Don’t colour match incorrectly
Imagine buying a product from an online store and receiving it only to find the colour was significantly misrepresented?
To avoid this poor customer experience, cast a careful eye over the image, check it on multiple device screens and settings - and don't overdo photo editing. “Colours are generally most faithful in even, natural, indirect midday light,” she adds.
“If you have vision impairments or don't have finely tuned colour sensitivity, you can use a professional colour calibration tool or grey card. Plus, it never hurts to have a friend, co-worker, or trusted confidante cast a second set of eyes over the image,” she adds.
DOS: Product photography tips for high-quality product images
Do plan, and then plan again.
A solid pre-production plan is the key to a successful shoot and beautiful photos, says photographer Amanda Campeanu. If you’re taking product photos of lifestyle products, consider creating a mood board to help crystalise the look and feel of the photos.
Don’t forget to write a schedule or ‘run-sheet’ for the day, outlining what needs to be shot for your online store or social media, as well as a brief for each set-up. This will also mean you come prepared with all the necessary props and backgrounds.
With each set-up or shot, think about what you’re aiming to achieve: which angles do you need to capture? Where will product photos be used – online, in print, or for social media? What size photos do you require? These will all affect how you take photos of your product.
Ask yourself which details must be captured in the product photos for each product. While the product label is often the most important part, you may also need to focus on a particular detail or feature you want customers to notice, like the creaminess of a foundation, or the gooey insides of a chocolate.
Do use props in a fresh way
While there’s a place for products shot against a white background, it’s likely that at some stage you’ll also need lifestyle product photos for marketing, your online store or social media.
In that case, remember that you’re selling a lifestyle, not just a product, so find cute props that help tell that story, says Ohio-based photographer Amy Shamblen, who’s worked with brands like Too Faced, PepsiCo, Ziploc, and Dunkin’[Donuts].
"In-situ images help us envision the product in our lifestyle."
“We're more drawn to in-situ images as it helps us envision the product in our lifestyle. Of course, you don't want to distract from the product itself, but if chosen correctly, you can evoke emotions that go along with your product,” she says.
Try to look at objects with fresh eyes, as thoughtful uses of everyday items like glassware, mirrors, fruit, vegetables, stones and flowers can be effective storytelling tools; “just be sure to stick to your brand's colour palettes and image style for consistency” Shamblen adds.
Do create a styling kit
Ever wondered how professional photographers manage to take product photos on interesting angles or in stacks? The secret is often a strategically placed blob of blue-tack or modelling clay to prop up products. Fishing wire is also often used to hang products and then retouched out of the shot afterwards.
Make your own photography styling kit by raiding your home or office for items like alcohol wipes (for cleaning surfaces), bulldog clips (to cleverly make clothes sit better), small clean paint brushes or make-up brushes (for sweeping up tiny pieces of dust in hard-to-reach spots), microfibre clothes (which also remove dust), white foam or cardboard (for bouncing light), painting palette knives (to create beauty swatches or texture shots) and even hairspray (which can make products, especially food, look glossier).
Do use fill cards or foam boards
Fill cards are a simple trick for reducing shadows. If shadows are an issue in your photo, consider using a white foam board or piece of white paper as a ‘fill card’. Simply place it a few inches away from the shadow side of your subject.
“This will bounce the light back into your shadows and produce a more even tone in your image,” says Shambien.
Do consider your camera angles
Koker says different camera angles naturally alter the perspective of the product.
"Straight-on angles are neat, visually pleasing, and can help eliminate perspective issues."
“Straight-on angles are neat, visually pleasing, and can help eliminate perspective issues. Isometric angles (shot at a 30-degree angle) can help to show the three dimensionality of a product in situations where you want to show more than just the front face. Low angles looking up at the subject(s) can help hero the product and create a sense of power and hierarchy,” she explains.
Do bring extra products
If possible, always bring extra products, says Egan. Shooting a pot of moisturiser? Bring a couple in case you decide to photograph the inside of the tub and mess up the surface of the formulation and need to start again.
What to ask a product photographer before hiring them
- What’s your style?
Always come with a visual reference of what you do or don’t like to help articulate the desired aesthetic. Whether it’s specific lighting, camera angles or type of shadow, visuals can help explain the style you’re after. It also helps to be direct about whether you want your photographer to simply execute your vision exactly, or would prefer a more collaborative approach.
- What can you do with my budget?
If you can afford to pay a professional, Egan highly recommends it, saying you’ll get more value from someone who does it everyday. Even a small budget can get high-end results if you're willing to adjust your scope to suit your ideal spend.
- What’s included?
Have a clear project scope, including a shot list, brand guidelines and customer persona, a list of deliverables such as the number of photographs and the format (file type, ratio, etc) they are needed in, details on how and where the photos will be used (usage intentions). It's also important to ask for a contract that covers basics like timeframes, copyright, licensing, and ending the agreement. Be realistic about what you can achieve in a limited time; Egan says a professional photographer can usually take 100 photos in one day if the set-ups don’t change.
- What’s your availability?
Many photographers book out one to two months in advance so it’s important to share your project timeline to not waste anyone’s time.
- Bonus: do you like them?
Aside from their portfolio reflecting what you’re trying to achieve, consider whether your personalities will gel. Meet with them in person or online, suggests Williams as a good working relationship is important for both the client and the photographer for on-brief, easily executed results.
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