Enjoy this week’s guest post from Ella Sophie, professional photographer, on the importance of professional product photography!
As a commercial photographer with 10+ years under my belt, I can tell you that there is a growing need for great professional product photography. While writing this, California (and most of the world) is fighting the Covid19 pandemic. Right now, product photography is even more pressing. Businesses who usually do a big part of their sales in person are relying on online orders. Anyone who already has their online shop up and running is lucky. But, even for in-person shopping, having product photography matters. How often do you look something up online before buying it? Do a restaurant’s pictures ever convince you to go eat there? Studies show 93% of consumers consider visual appearance as the key factor for purchasing decisions. Product photos play a big role in your brand image, and are often the first impression your customers have of your product. As a business owner, you know how important it is to put your best foot forward. Having high quality images for your online store is a must! Sure, sometimes you can get a pretty good photo on your phone. But does that image really capture your product? Does it show the scale, texture, and quality? If the image is bad, I assume the product is also not great. Why would you invest energy creating a wonderful product, but not great photography?
I’m going to break down the types of product photography into two main categories: catalog images and stylized images.
Catalog Images
Catalog photos are usually shot on white, or a neutral background. They show the item on its own or with very minimal props to show scale. Having good catalog photos is critical. These are for everything from your website, to social media and marketing materials. Having good catalog photos will increase your online sales. It doesn’t matter if you are selling through your own shop, Etsy, Amazon or some other platform. A good product photo is key to making the sale. You will also increase your press opportunities. I can’t count the number of times I’ve seen catalog shots I’ve taken used in places like Vogue, or W Magazine. Editors are much more inclined to pick a product to write about if the images already exist. The world is a busy place, your product needs every advantage you can give it to succeed.
Styled Images
Styled images are also referred to as lifestyle images, or branding images. These images show the emotion behind the brand and the product. A look book, a website hero image, social media content – these are just some of the uses for styled images. They don’t have to show the product alone, and sometimes the product isn’t even the focus – but the feeling is there. Creating good styled images requires some clarity behind what your brand stands for. It is also the place where I get to be most creative and have the most fun. The process is collaborative. I work with you to understand what your mission is. What’s the why behind the product? What is the feeling you want to convey? My ultimate goal when working with a new client is to figure out what the feel of the brand is and to create images that will have longevity in the brand. Creating a style and a feel that we can come back to and adjust for various seasons and products. This helps with brand recognition and also builds trust with your clients while keeping things creative and fresh.
When it comes to good product photography, it’s about finding a photographer whose work you admire, even if they are not in your area. For example, my studio is in Oakland, California. However, my clients are from all around the country. While it is fun to have local clients who can spend time in the studio together, it’s not necessary. When I work with clients who are not local, we have a few rounds of discussions about the project. I put together a mood board, and we create a shot list. I make sure we communicate during the shoot by having you there virtually via video chat or by sending screenshots of the images as I’m working. This way we can all be on the same page and make sure the final image is exactly what you need. A process like mine can be done remotely, so choosing a product photographer is more about choosing the style of work than just finding someone local to you.
If that’s me, I would love to work with you! Reach out to me to chat about how I can help take your product photos to the next level. You can find all my contact info on my website at www.ellasophiephoto.com/info.html
Ella Sophie is a San Francisco Bay Area based commercial photographer. Her images are bold, clean, and engaging. Ella’s passion and desire for a better world serve to invigorate her advertising and portrait work. Ella’s foundation is in fine art and a fascination with advertising. Bridging the two worlds has always been a puzzle worth solving.
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