The Complete Guide to Packshot Photography, 3: How to Showcase your Products

Welcome to the third article in our series. The complete guide to packshot photography. Today, we are going to dive into the specificities of each type of product and how to effectively highlight them in photography. We are going to talk about textures, reflections, transparency, shape, dimensions and much more. The objective of packshot photography is to represent a product faithfully and neutrally while promoting it, so that the customer can get a good idea of the product before ordering it. And that is why it is essential to really understand the specificities of your product, in order to determine the main characteristics to highlight, the challenges of shooting and above all, what customers are looking for and need to see. By understanding the particularities of each product, you will be in a position to create convincing photographs that will seduce your customers. So we are going to explore each type of product in detail and give you the keys to successfully photograph it in its best light.

Sensory marketing: an important concept to understand the challenges of packshot photography and highlight a product

Today more than ever, businesses are evolving in a world where digitalization is omnipresent. This evolution certainly allows for increased visibility on the web, but it also poses a major challenge for businesses: How do you sell online when customers can't see, touch, smell, or try the products?That's where the sensory marketing comes into play. This marketing strategy aims to stimulate consumers' senses to elicit a more tangible and memorable shopping experience. In packshot photography, the challenge is high, because it is important to transcribe every detail of the product with as much fidelity as possible. This task is difficult because it requires capturing light, nuances, asperities, colors, contrasts, and translating them into a static image.

Take the example of a diamond. How can we transcribe its sparkling beauty, the purity of its contours and the How it captures light ? And how can you bring out the light that is reflected on the facets of a diamond without losing image quality? In our next article, we'll also tell you how the choice of media also intervenes in this problem and how colors, shapes and textures interact to arouse emotions in consumers.

How to properly identify the specificities of your products in order to be able to highlight them

To obtain successful packshot photographs, it is important to take into account the specificities of the products to be photographed. In fact, the dimensions, weight, shape, texture, potential reflections as well as characteristics and functionalities of the product are key elements to consider in order to obtain quality images. For example, for a small object, it will be necessary to take macro photography, while for a large object, it will be necessary to find an angle of view that allows it to be taken in its entirety. Likewise, the Object texture can be a real challenge for the photographer, such as the hardness of a diamond or the fluffiness of a fabric. This problem is particularly present if you have a great diversity of products to capture, but it remains relevant even if you only have one product to capture: you will have to take into account its specific characteristics in order to correctly highlight them.

The dimensions

The dimensions of a product have a direct impact on how we should take pictures of it for a successful packshot. If you are looking to photograph a bulky product, you will have to find a way to Photograph it in its entirety and from different angles while emphasizing its unique characteristics, which implies having a sufficiently spacious studio, among other things. Conversely, A small object represents another challenge: the macro photography is often the best option for capturing every detail of the product, including those that aren't usually visible to the naked eye. To do this, you will need specialized equipment, including a macro lens that will allow you to get close enough to your subject, as well as a tripod to keep your camera steady.

The weight

The weight of the product to be photographed is also an element that should not be overlooked. Once on set, A lightweight product can sometimes be difficult to keep in place. Vibrations or air currents can therefore easily ruin the quality and sharpness of the image. It is therefore necessary to find solutions to stabilize the product, using Scotch tape or foam for example (but this involves an additional post-production step in order to erase them...).

The shape

Yes, The shape of your product has an impact about how you are going to photograph it. Indeed, while a bottle is easy to put on, for example, other products such as rings or necklaces require special support and are thus more difficult to take photos of.

Clothes, on the other hand, may require a mannequin or even a model to be properly highlighted... Unless you opt for “Flat Lay” photography? In addition, some shapes may produce shadows which need to be managed carefully in order to achieve the best possible result.

The texture

The texture of a product is one of the most important aspects to consider for good packshot photography. Indeed, the texture of the object may Influencing perception What do customers have of the product, she can arouse visual and tactile sensations among consumers without them even really needing to touch the product, and thus influencing their purchase choice. It can give an impression of quality, softness or robustness for example.Texture is therefore part of sensory marketing. which we already discussed earlier in this article, and it plays a critical role in creating the perceived value of your product. In particular, its apprehension can be made: thanks to the right light and angles.

The reflections

Reflections can affect the appearance and clarity of the image, which can affect photo quality: that's why it's essential to take them into account when shooting.To shoot particularly reflective or transparent products, such as glasses, it is therefore important to know how to light them properly in order to avoid unwanted reflections and obtain a clear, high-quality photo.

Product features

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The characteristics and functionalities of a product should play into how you present it: pockets, accessories or any other element providing added value can in fact radically change the public's perception of the product. The shooting angles then become crucial to highlight these particularities, just like the choice of media type used. By opting for 360-degree animations or videos, we can thus give potential customers a complete and detailed view of the product, thus contributing to the quality of the presentation and increasing the chances of successful sales. This is also why we are going to dedicate an entire article to the choice of media in the rest of this series on packshot photography!

Automated photo studios: the best way to meet these challenges and showcase your products?

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To meet these specificities and requirements, investing in an automated photo studio can be a very interesting solution. In fact, some of these studios are specially adapted to certain types of products, which makes it possible to obtain optimal results in terms of quality and professionalism, without the need for much experience in photography or tinkering around to find the best combination of equipment according to your products. For example, the studio Alphashot Micro v2 that we offer for sale is specially designed for macro photography, and in particular for jewelry and precious stones. Thanks to its multiple lights, its automated system and its accessories, it allows you to capture the finest details for renderings of exceptional quality. Likewise, the Fashion Studio is perfect for clothing photography, whether on models or on living models. Its adjustable LED lights and automated rotation system (optional) make it easy to shoot from any angle. And these studios come with a particularly powerful and intuitive integrated software, Orbitvu Station : depending on the product, the studio suggests the most suitable settings for fast and optimal results. Even better, once you've found settings that suit you, you can save them as a profile to use again at the next shoot!

The specificities and difficulties of each product type

To put into practice the knowledge seen in this article, let's look at some main types of products, their specific characteristics and specific difficulties. For each sector, we will also offer you one or more automated photo studios, specifically designed to meet the challenges posed by these products. Finally, we will also offer you guides or tutorials to help you master their photography. Let's go!

How to showcase watches, jewellery and silverware products

Needs and challenges:

• These products are particularly small, requiring a macro lens and appropriate techniques.
• Properly highlight precious stones and their multiple facets, such as the table of a diamond for example.
• Keep rings, bracelets, watches or even gems in place without the tape or the support used appearing on the final packshot photo. The same problem occurs when hanging necklaces.
• Capture objects that are often reflective and shiny while avoiding distortions and other unwanted effects.

Recommended photo studio: The studio Alphashot Micro V2

How to highlight a product in the eyewear sector

Needs and challenges:

• Avoid unwanted reflections on the lenses.
• Manage the transparency of the lenses.
• Know how to adjust the backlight so that the lenses do not lose their tint.
• Find the right lighting and the right settings to highlight the glasses.
• Perform focus stacking (manual or automatic) to ensure that all the glasses are clear, without any blurry areas.

Recommended photo studios: The studio Alphashot Micro v2 Or the studio Alphashot 360.

How to highlight a product in the clothing and fashion accessories sector

Needs and challenges:

• Make the right choice between a flat photograph (“Flat Lay”) and a photograph on a mannequin or model.
• Select the right lighting, settings, and equipment to accurately capture texture and color.
• Highlight the accessories and characteristics of the products (additional pockets, loops, patterns, etc.).

Recommended photo studios:For “Flat Lay” photography: the studio Alphatable or its little brother Alphadesk, For 360 degree photography, on a mannequin or model: the studio Fashion Studio Or the studio Alphastudio XXL.

How to highlight a product in the furniture sector

Needs and challenges:

• Have enough space and equipment that is adaptable enough to be able to capture furniture whose size is often impressive.
• Succeed in giving a faithful representation of colors and textures using the right lighting and settings.

Recommended photo studios: The studio Alphastudio Compact, or E-Comm Studio+ for the largest pieces of furniture.

These are just a few types of products among many others, but it already gives you a small idea of the problems that can be encountered, and how an automated photo studio can solve them. However, if you now know a little better how to technically photograph each type of product, it still remains to be determined. the type of media you are going to use : rather a classic still photograph, a 360 degree animation, or a video? We'll help you answer that question in our next article on the media issue!