We originally posted this article in March 2018 and it’s been BY FAR our most popular blog post. So I’ve given it a spruce up to meet the needs of business owners in 2022. Here we go…
Shot & Styled by Shout & Co. for Raw Nature
You might be wondering what exactly a product photographer does - or why your business even needs one. After all, it’s about growing your business right? Who has time to worry about making pretty pictures?
Well it's pretty simple…
Engaging images sell products.
Many brands (big and small) have invested countless dollars in product and lifestyle photographers to ensure that the images they are publishing are scroll-stopping. These images don't just ... happen. They take careful planning, set up and execution (and if you’re a busy business owner, you probably don’t have time to worry about setting aside time to do all of this as well!) So if you are confused as to what a Product Photographer can do for you and your business, then keep reading - I’m about to break it down for you.
What is a Product Photographer?
A Product Photographer captures images of a product which will eventually be used across a business’s various marketing platforms: from print ads to social media, websites and press releases. There is a distinction between a product stylist and photographer however: a Product Stylist styles up the scene while the Product Photographer takes the photograph. Many times, one person fulfils the role of both Stylist and Photographer - here at Shout & Co., we do both.
Are there different types of Product Photographers?
Yes! You’ll find some Product Photographers focus on capturing product images for e-commerce: the images they create are generally on a white background, clear cut (depending on the client’s needs), and with little to no styling involved. Then there are Product Photographers that create scenes and style up the products as part of a lifestyle setting to show the product being used or enjoyed. These images might be created in a studio setting, at home, outdoors etc.
E-Commerce Product Images Shot & Edited by Shout & Co. for (L-R): Alison’s Pantry, Clova Capital, Auckland Art Gallery
So now that you know who we are, it's important to look at how we do what we do.
For every brand that we work with, we always start with a brief. It’s important for us to understand your brand and how you’d like it brought to life. We literally print out these briefs and attach them to a clipboard which we scribble on, make notes and jot down questions we need to ask the brand owner. We simply cannot do our job without this brief.
Once we have a feel for the brief, we create test shots. We send these to the client to make sure we’re on the same page. Once those are approved, we carry on with the rest of the shoot. We make use of various props to create a story around the product in the image. These props range from the backgrounds (e.g. a wooden table, a window ledge, a kitchen counter, etc.) to the textures and accessories that are used to effect a mood or look (e.g. flowers, table cloths, ceramics, cutlery, tea towels, bags, etc.). We source all of the pieces that will be used in the image, style and arrange them as required to create an on-brand look and ensure that the product is the hero of the piece.
We will work the lighting and camera angles to get the best vantage point of your product: we generally shoot a heap of images and select the best ones in post-production. We'll then edit the images in Lightroom to enhance the appeal of the image.
Image Shot & Styled by Shout & Co. for Auckland Art Gallery
So how do you know when it's time to hire a Product Photographer?
It's important for brand and product owners to know that the images they put out into the marketplace that represent their business will either make or break a sale. Having a beautiful product is great, but if it's shot in poor lighting or at an awkward angle, you could put prospective buyers off. Having beautiful imagery will often be the thing that converts a person from being a bystander to becoming a buyer.
So my suggestion is to get a Product Photographer when:
Starting a new business and need imagery for social media / blog / website / online store
Relaunching an existing business and want to appeal to a new market / customer
Relaunching an existing product or business and need updated images of the packaging / product / end use / etc
Launching a new product or offer
Expanding your current customer base or heading into new markets
Upping the game on your current product range: it's never too late to get beautiful images taken
Doing a media send out and need impactful imagery to accompany your press release
You don’t have the time, interest or inclination to take your own product images
Not all photographers are made alike. There are some things to keep in mind when choosing your Product Photographer:
Choose someone who gets you: are they on your same wavelength? Do they know what you're trying to achieve with your new imagery? Do they understand your strategy and future plans?
Choose someone who gets your product: do they understand what it is, what it's for, how it makes your customers feel, why people need it in their lives?
Choose someone whose previous work you can relate to: look for someone whose portfolio inspires, intrigues and engages you. Chances are if you do, your customers will too when they see the new images you are commissioning.
Choose someone who clearly outlines their process so you feel comfortable in knowing where you stand and how it works.
Choose someone who does test shots at the beginning of the shoot to ensure they’re following your brief - especially if this is the first time you’re working with them.
Don't skimp: this isn't one of those times when you can cut corners and go cheap. If you select a photographer based on price, you get what you pay for essentially!
We offer a FREE 30 minute Discovery Call so you can answer all of these questions for yourself: we give you an overview of our process and how we work and answer any questions you have - especially important if this is your first time engaging a Product Photographer. It’s also an opportunity for potential clients to get a feel for our vibe and work out whether we’re the company for them. (It’s also an opportunity for us to make sure that the clients we take on are on our same wavelength as well - it’s a crucial screening process for both parties!)
Take a look at our Product Photography services page to get a sense for how we work and general pricing. Then head over to our Instagram where you can see our portfolio of work. Then come right back here and:
and let’s get your Product Photography process underway! We are fully booked for April, so let’s get you lined up for our May workflow!
