Product Photography: 8 Tips for Modern Product Photos

The depiction of inanimate objects is called still life in the artistic field; in the everyday business of a photographer, we speak of object or product photography. Or even classic advertising photography. Before the triumph of digital photography, especially in the commercial sector, a lot of effort was needed to present products or highly technical objects as excitingly as possible, if not "sexy." Modern photographic capabilities allow for very quick implementations even of demanding product photos – if some basic rules are observed, which apply regardless of the motif and the technology used. We are constantly confronted with the challenge of appealing product photos, which additionally should predominantly reach the target group of male and female photographers. Most recently, for example, we documented the creation of the key visual for the Extremium round filters. There are also many things to consider regarding lighting, background, and equipment, which is why we have created some tips and a guide to product photography for you. We also recommend suitable Rollei products for product photography equipment.

We would like to give you an overview of these aspects, techniques, and methods, as concisely as possible, but also as detailed as necessary. Let's start with the basics. Because it is not easy to photograph a product with an individual visual aesthetic and a message that suits both the target group and the company.

Product Photography Tips & Guide to Equipment, Lighting, Background & Co.

The correct illumination and the setup of lighting, background, and suitable equipment for product photography are among the more difficult tasks. The images must be sharp, usually without reflections and glare, and also staged in such a way that the product stands for quality and/or a statement. After all, a modern and professional product photo should motivate purchase, awaken the customer's need, and appeal to them emotionally. But how exactly is this achieved?

Product Photography Tip 1: Which Camera?

Full-frame cameras are ideal. But it doesn't always have to be a DSLR or mirrorless camera. If you follow our product photography tips, sometimes even digital cameras are perfectly sufficient. Professionals, however, usually rely on higher-quality cameras anyway. By the way: you can find out which camera type is right for you in another article on our blog. Bridge cameras, which allow for manual adjustment of aperture and shutter speed, can also be used for product photography.

Product Photography Tip 2: Define the image message beforehand

Even before arranging the object, composing the light, and choosing the background, you should be absolutely clear about the desired message or statement of your product photo. If you "merely" want to present the viewer with the new model of a product line or, for example, convey the overall condition of a collector's item or used article as clearly as possible, various views from all sides are suitable, evenly lit and on as neutral a background as possible. Here, a flowing background is also often used to avoid harsh edges. If, on the other hand, you want to convey a more spectacular impression, you might use dramatic camera angles, rather use dark backgrounds, and place the light selectively or directly from above.

Product Photography Tip 3: Which shooting perspective to choose?

In addition to the frontal view of the object, which can seem a bit boring with rather unspectacular items, the 2/3 rule has become established as a suitable perspective, first in painting and then in photography. You might know the "unreal" 45° perspective from some video games. Here, the perspective distortion is overridden for easier programming. In photography, this unnatural perspective is only possible through subsequent editing and only confuses the viewer. Instead, a subdivision of the four sides and the top view is made. The side facing the viewer (ideally the most interesting view of the object) takes up about 2 thirds of the motif. Here, the lighting is brightest. The side facing away receives 1 third of the lateral motif dimension and is darkest. Vertically, the top view also only accounts for one third and receives a brightness that lies between the other two sides. This way of looking is immediately understood by the target group and is considered "learned." The spatial dimensions can be recorded directly; for unusual formats, it helps to include a very well-known everyday object in the image composition to convey the size relationships.

Product Photography Tip 4: Shadows – yes or no?

Professional photographers often earn the necessary financial "base noise" with product photography for online or print catalogs. Clients usually require isolated objects. This allows layout artists to freely place the objects in front of other objects or in front of subsequently inserted backgrounds. However, this shadow-free state is only conditionally suitable for other tasks or uses. The objects appear to float freely and somehow unnaturally. Either keep the minimal cast shadow if you photograph on white, or add an artificial object shadow in your image editing software. Even with the use of the smallest possible shadow parameters, you give your motif the necessary physicality and authenticity.

Product Photography Tip 5: Choosing the right props

If you can work more freely or even deliberately artistically and are not bound by strict client specifications, you also have the option of adding props to the product. Here it is at your discretion to select the "supporting actors," assign specific tasks to the props, give the motif ironic, mysterious, or other aspects, or create your own photographic style. Usually, props are intended to emphasize or first convey the product's uses, reinforce its value, or assign it to a certain lifestyle. Therefore, not only the placement of the props is crucial, but also their selection. A high-priced watch, for example, does not feel comfortable on the hood of a used small car, provided the image message is intended to emphasize its premium character. On the other hand, such combinations can also convey an outsider or "indie" philosophy.

Product Photography Tip 6: 360° Photography

Especially for online shops, many products are now presented to potential buyers from "all" sides. This allows consumers to identify more with the object of their "desire," as they at least have the opportunity to view the product from different angles, instead of the tactile experience in a "real" store. Specialized programs process the images (at least eight different views) for browser plugins. The customer can rotate, zoom in or out, and solidify their purchase decision. The product is placed on a turntable and rotated at fixed angles. It is important that the lighting remains consistent, and that the shadow and depth of field do not change. Otherwise, the desired effect would be nullified.

Product Photography Tip 7: The Equipment – Tripod, Studio Flash, Softbox & Co.

Fortunately, to achieve high-quality results in product photography, you don't need photo equipment that requires investments in the high four-digit range. Especially in our online shop for photo accessories, you can get a complete set for product photography for approx. €1,299. Besides a digital camera, the most important piece of equipment is undoubtedly the classic tripod. Because an unstable or shaky tripod can ruin the shots of even an absolute professional high-end camera in seconds. Good modern travel tripods can now also ensure crisp, sharp images in a studio environment, for example, the Carbon Tripods of the City Traveler series. As a tripod head, a flexible ball head is recommended for various shooting angles. By working with a tripod, every product photo remains shake-free and sharp even with long exposure times. It is also advisable to work with a remote release.

The camera itself doesn't necessarily have to be from the DSLR family, but interchangeable lenses are naturally useful for different subject distances. The direct connection between camera and computer is also very convenient, allowing you to assess the shots in full resolution immediately after exposure. Consider this aspect if you don't yet have a suitable device. By the way: with the Easy Cap mode, you greatly simplify product photography by enabling the instant isolation of the product photo. The necessary studio flashes and accessories are available here.

No photography without light – and in product photography, you are the absolute master of lighting conditions! There are professionals who spend several days or even weeks working on the perfect light for the respective motif, experimenting with special effects, or moving the lamps or flashes a few millimeters back and forth. You don't have to be that meticulous, but a careful and structured approach is also advisable here. You should work your way from the general to the specific. First set the overall or background light, then take care of the object lighting, and then, if desired, place individual light highlights on the object. If you have too many reflections on the product, cannot remove them by changing the light source(s), and the reflections disturb the overall impression of the image, consider using a professional polarizing filter.

If your typical working environment has sufficient daylight, you can take many photos without elaborate artificial light. Place the object in the light according to the 2/3 rule, perhaps use a pure white reflective surface to brighten the averted side of the object or define the edges – done. If you want to work regardless of the weather, you should get one or two daylight lamps, ideally with diffuser attachments that provide a diffused, soft light. Professionals work with combined light-flash lamps, but you can start with pure lights without problems. Since you are working with a tripod, you are independent of exposure times. For smaller objects, light tents have proven useful, which are quickly set up and provide a pleasant and neutral basic light. You can then add additional aspects with individual lamps.

It is important for light composition that you work with light sources that have the same color temperature. Otherwise, yellowish, reddish, or bluish casts can occur and impair the overall result. To achieve as natural an effect as possible, you should also avoid absolutely opposite angles of incidence and seemingly overlapping shadows. These effects can, of course, create exciting images if desired, but carelessly used, such mistakes do not reflect well on the photographer.

In addition to these pieces of equipment, there are a few small things: modeling clay to fix objects selectively, clamps to attach backgrounds, brushes and microfiber cloths to clean the objects, and white and colored cardboard to quickly incorporate flowing backgrounds.

Product Photography Tip 8: Post-processing with Easycap

We already mentioned the EasyCap shooting mode, which you can easily implement with our HS Freeze studio flashes. When shooting with Easy-Cap, two shots are created. One with the desired illumination of the main subject and a second with the illumination of the background using the rear flash lighting. The flashes trigger manually one after the other. Due to the exclusive background lighting during the second trigger, the subject stands out like a black silhouette from the illuminated background. This shot can later be used as a layer mask in post-processing with an image editing program like Photoshop. The subject is isolated in a few minutes.

Conclusion

Product photography has quietly slipped out of the photo studios of famous professional photographers and can now be successfully practiced by creative and experimental amateurs and semi-professionals with absolutely manageable effort. Suitable cameras and tripods can be obtained at very fair prices, and the remaining equipment can be quickly assembled with a stringent plan and proactive purchasing behavior. In addition to the necessary experimentation, our tips and suggestions should simplify your entry into this exciting photographic discipline and lead directly to presentable results.