Let’s start off by defining the key term in this title – packshot studio. In essence, this is a product photographer or team who create product photos (packshots) for their clients. These images will traditionally include the product itself, all of the packaging and any important labels. These photographs are taken as still images or moving ones and are an excellent way of displaying products to their full potential.
Where this style of photography will differ from others such as art and landscape is in the importance placed on reflecting the product in an accurate and realistic manner. After all, if someone is shopping online, they won’t be able to see, feel or try on the product and must rely on an accurate collection of images to make a purchasing decision. This realistic impression can be achieved by following a few simple pieces of advice:
Everything should be visible
It may sound obvious but I’m sure many of you will have been shopping on an e-commerce store and been unable to read a label or writing on a product. This is an incredibly frustrating problem to have and one that could lead to misunderstanding, losing sales and negative brand image. Equally, the smallest detail may trigger recognition with what a consumer has seen in a store, restaurant or public place. All of this will help generate sales.
There is a tendency to enhance colours too much in photographs on social media or magazines and this is something you want to avoid when working with a packshot studio. The colours should remain faithful to the original product, whilst reflecting the brand image and story. There are various tools and methods available to a product photographer to ensure your photographs stay true to the colours of the product and your business.
This is a vital component of any aspect of photography and requires both an expertise on behalf of the photographer but also input from the customer. You may prefer a certain style of lighting, such as a darker image or using lighting to enhance specific aspects of the photograph. Ultimately what is important is to ensure your choice allows the customers to experience the product in full, viewing every detail they need, in order to be drawn to the product and make the decision to purchase it.
Design and shape
Every product will have a variation in size, shape and design, whether minor or completely different and it is the photographer’s task to ensure that the packshot images define the contours of a product, offer a 360-degree view if required and provide an emphasis on the product design. Customers are not only drawn to the functionality of a product but also its aesthetic impact and this is important to remember.
Drawing this post to a close, the underlying message is quite a simple one – customers want to know what your product is, how it would fit or feel and imagine themselves with it. Ensure you follow that vision and find a packshot studio that does too, and you’ll get the images you need.