The Product Photography Guide

Contents

Index

Introduction

Lighting

Natural Lighting

Artificial Lighting

Flash lighting

Studio lighting

Soft Lighting

Hard Lighting

Zone System

Colour

Few examples of how colour can be used in product photography

Angle

The different angles for capturing stunning images of products

Focus

Metering

Centre-weighted Metering

Spot metering

The different tips for getting effective spot metering in  product photography

Evaluative metering

Incident Metering

Some tips and techniques for getting the most accurate incident metering possible

Props

Exposure

FlatLay

Tips for Taking Effective Flat-Lay Photos

The important features of flat-lay style in product photography

The different techniques for flat-lay photography in product photography

Negative Space

The features of negative space in product photography

Positive Space

The different positive space uses in product photography

Composition

The different compositions use in product photography

The Principles of Composition in product photography

Rule of Odds

The different ways on rules of odds use in product photography

Rule of Thirds

The advantages of using the rule of thirds in product photography

The features of the rule of thirds in product photography

Background

Shape

Texture

Pattern

Line

The different types of lines uses in product photography

Form

White Balance

Filter

Tone

Contrast

Depth

Importance of Depth in Product Photography

Ways to Achieve Depth in Product Photography

Frame

The Importance of Frame in Product Photography

Choosing the Best Frame for Product Photography

Tips for Framing Product Photography

Symmetry

Asymmetry

Viewpoint

The importance of viewpoint in product photography

Tips for choosing the best viewpoint in product photography

Visual Tension

Studio Setup

Network

Tips for building network in the product photography business

Business

Photographer’s Skill

Editing Software

Timing

Depth of Field

Explore the different depths of field in product photography

Distortion

Storytelling

Winning Award

Submission to Magazine

Camera

Some tips to select the right camera for product photography

The tips for maintaining the camera for product photography

Lighting Equipment

Artificial Intelligence (AI)

The different ways AI has influenced product photography

Assignment

Some tips for getting a photoshoot assignment in product photography

Tips for negotiating deals with clients for assignments

Location

Tips for selecting a location for product photography

The Product Photography Guide

By Manik Roy

Copyrights reserved @ 2023 by Manik Roy

@Reserved with author

All rights reserved. No part of this book may be produced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without permission of the author

ISBN 978-93-5891-773-4

First Edition - 2023

Written and Edited by Manik Roy

Book Design and Cover by Manik Roy

Developed in India

1/5, Neogi Para Road, Kolkata 700036

Dedicated to my late parents

Late Mr Kalyan Kanti Roy and Late Mrs Manjusri Roy

Index

Lighting-----------------------------------------------------------------------------------------7

Zone System ----------------------------------------------------------------------------------30

Colour ------------------------------------------------------------------------------------------33

Angle -------------------------------------------------------------------------------------------41

Focus ------------------------------------------------------------------------------------------ 46

Metering --------------------------------------------------------------------------------------49

Props ------------------------------------------------------------------------------------------ 60

Exposure --------------------------------------------------------------------------------------66

FlatLay -----------------------------------------------------------------------------------------71

Negative Space ------------------------------------------------------------------------------77

Positive Space ------------------------------------------------------------------------------ 81

Composition --------------------------------------------------------------------------------- 85

Background ---------------------------------------------------------------------------------- 103

Shape ------------------------------------------------------------------------------------------ 106

Texture ---------------------------------------------------------------------------------------- 110

Pattern -----------------------------------------------------------------------------------------112

Line --------------------------------------------------------------------------------------------- 116

Form -------------------------------------------------------------------------------------------- 120

White Balance -------------------------------------------------------------------------------- 124

Filter -------------------------------------------------------------------------------------------- 127

Tone -------------------------------------------------------------------------------------------- 128

Contrast --------------------------------------------------------------------------------------- 132

Depth ------------------------------------------------------------------------------------------ 135

Frame ------------------------------------------------------------------------------------------ 140

Symmetry ------------------------------------------------------------------------------------- 146

Asymmetry ------------------------------------------------------------------------------------ 150

Viewpoint ------------------------------------------------------------------------------------- 153

Visual Tension -------------------------------------------------------------------------------- 157

Studio Setup ---------------------------------------------------------------------------------- 159

Network --------------------------------------------------------------------------------------- 162

Business --------------------------------------------------------------------------------------- 165

Photographer's Skill ------------------------------------------------------------------------ 170

Editing Software ---------------------------------------------------------------------------- 174

Timing ----------------------------------------------------------------------------------------- 178

Depth of Field ------------------------------------------------------------------------------- 180

Distortion ------------------------------------------------------------------------------------- 189

Storytelling ----------------------------------------------------------------------------------- 191

Winning Award ------------------------------------------------------------------------------ 193

Submission to Magazine ------------------------------------------------------------------ 196

Camera ---------------------------------------------------------------------------------------- 197

Lighting Equipment ------------------------------------------------------------------------- 205

Artificial Intelligence (AI) ------------------------------------------------------------------ 210

Assignment ----------------------------------------------------------------------------------- 216

Location --------------------------------------------------------------------------------------- 220

Introduction

Product photography is an essential component of e-commerce and marketing. It involves capturing high-quality images of products to showcase them in their best light, highlighting their features, and enticing potential customers to make a purchase. Effective product photography requires a deep understanding of lighting, composition, and the product itself.

In today's digital age, where online shopping has become a norm, businesses must present their products in the best possible light. Product photography plays a crucial role in this process. E-commerce websites, social media platforms, and marketing campaigns rely heavily on the visual appeal of products to attract and retain customers. A high-quality image can convey the value of a product, its unique features, and its benefits in a way that words cannot.

The importance of product photography cannot be overstated. It is the first point of contact between the customer and the product, and it can make or break a sale. Research has shown that high-quality product images can increase the conversion rate by up to 30%. This means that businesses that invest in high-quality product photography are more likely to succeed in the highly competitive e-commerce market.

Product photography is not limited to just e-commerce websites. It is also used in marketing campaigns, social media, and print media. Many businesses use product photography in their marketing collateral, such as brochures, flyers, and catalogues. This is because product photography can showcase a product's unique features, benefits, and value in a way that words cannot.

Lighting

One of the key elements of product photography is lighting. Proper lighting is essential for capturing the detail and texture of a product, as well as for creating the desired mood and atmosphere. In most cases, product photographers use a combination of natural and artificial light to achieve the desired effect. One way to achieve this is by using a controlled lighting setup, which allows the photographer to carefully control the direction, intensity, and colour temperature of the light that is used to illuminate the product. This can help to minimize reflections and glare, as well as to ensure that the product is evenly lit and that its colours are accurately represented.

Natural light, such as sunlight or moonlight, is often used to create a soft, natural look that is flattering to the product. However, natural light can be unpredictable and difficult to control, so product photographers often supplement it with artificial light sources, such as flash units and studio lights.

Natural Lighting

Natural lighting is an essential element in product photography, as it can significantly impact the final look and feel of the images. Whether you are a professional photographer or an amateur looking to improve your skills, understanding the basics of natural lighting is crucial for creating visually appealing and accurate product shots.

One of the main advantages of natural lighting is that it is free and readily available. It is also more flattering and softer than artificial lighting, which can often result in harsh shadows and unnatural colours. Natural light can also be more dynamic, changing throughout the day and season, which can add visual interest to your images.

However, natural lighting can also be unpredictable and challenging to work with. The direction, intensity, and colour of the light can vary significantly depending on the time of day, weather, and location. This means that photographers need to be adaptable and able to adjust their techniques to suit the conditions.

One way to control natural light is to use reflectors and diffusers. Reflectors can be used to bounce light back onto the subject, filling in shadows and adding depth. Diffusers, on the other hand, can be used to soften the light and reduce harsh shadows. Both of these tools can be purchased or easily made at home with materials like foam core board or a white sheet.

Another technique to consider is shooting at the golden hour, which is the period around sunrise and sunset when the light is soft and warm. This can be an ideal time to take product photos, as the natural light is more diffuse and creates a flattering, warm glow.

It is also important to consider the direction of the light when shooting product photos. For example, front lighting can be useful for flat, two-dimensional products, as it creates even lighting and minimal shadows. However, for more three-dimensional products, side or backlighting can be more effective, as it can create depth and highlight specific features or details.

In addition to controlling the direction and intensity of the light, it is also essential to pay attention to the colour temperature of the light. The colour temperature is a measure of the hue of the light and is typically expressed in degrees Kelvin (K). Natural light can range from warm (yellow/orange) to cool (blue), and the colour temperature can significantly impact the overall look and feel of the image.

For example, warm light can create a cozy, inviting atmosphere, while cool light can create a more clinical, modern look. It is essential to match the colour temperature of the light to the product and the desired mood of the image. This can be done using white balance settings on your camera or by using filters to adjust the colour temperature of the light.

One of the key advantages of using natural light in product photography is that it can help to create a sense of realism and authenticity in the final image. Artificial lightings, such as studio strobes or continuous lighting, can sometimes look artificial and flat, whereas natural light tends to have a softer, more diffuse quality that can be more pleasing to the eye. Natural light can also help to bring out the natural colours and textures of a product, which can be especially important for products that rely on these features for their appeal, such as clothing or food.

Another advantage of natural light is that it is often more cost-effective than artificial lighting. Studio lighting equipment can be expensive, and it requires a power source and sometimes specialized training to use. Natural light, on the other hand, is free and readily available, making it an attractive option for those on a budget or without access to expensive equipment.

To get started with natural light product photography, the first step is to find a location with good natural light. This can be a room with large windows that let in plenty of light, or it can be an outdoor location with even, diffuse light, such as a shaded area or a cloudy day. Avoid locations with harsh, direct sunlight, as this can create strong shadows and cause overexposure. Instead, look for soft, even light that will evenly illuminate the product.

Once you have found a suitable location, the next step is to set up your camera and product. If you are using a digital SLR camera, consider using a tripod to help keep the camera steady and to allow for longer exposures. You may also want to consider using a lightbox or other diffuser to help soften the light and eliminate harsh shadows.

When it comes to composing your shot, there are a few key things to keep in mind. First, consider the angle at which you are shooting the product. Different angles can highlight different features and details, so experiment with a variety of angles to find the one that works best for your product. For example, a low angle can make a product look larger and more imposing, while a high angle can make it look smaller and more vulnerable.

Another important factor is the background of your shot. A plain, neutral background can help to draw attention to the product, while a cluttered or busy background can distract from it. Consider using a simple backdrop, such as a white sheet of paper, to help create a clean, professional look.

Always pay attention to the quality of the light itself. As mentioned earlier, harsh, direct light can create strong shadows and cause overexposure, so try to avoid it. Instead, look for soft, even light that will evenly illuminate the product. If the light is too dim, you may need to use a reflector or other light source to fill in the shadows and add some additional illumination.

One of the main benefits of using natural lighting in product photography is that it can create a more natural and authentic look for the product. Natural light has a softer and more diffused quality compared to artificial lighting, which can make the product look more lifelike and genuine. This is particularly useful for products that are intended to be used in everyday life, as it allows the viewer to imagine how the product would look and feel in a real-world setting.

Another advantage of using natural lighting is that it can help to bring out the natural colours and textures of the product. Artificial lighting can often produce harsh shadows and distorted colours, which can make the product appear less appealing. Natural light, on the other hand, allows the product to be lit evenly, which helps to showcase its true colours and textures. This is especially important for products such as food, clothing, and other items that rely on their visual appeal to attract buyers.

When working with natural lighting, it is important to consider the direction and intensity of the light. The direction of the light can have a major impact on the final image, as it determines the placement and intensity of shadows on the product. For example, light coming from the side can create more defined shadows, which can be used to highlight the shape and form of the product. Light coming from above, on the other hand, can create a more even and flat lighting effect, which is better suited for products with a simple or uniform shape.

The intensity of the light also plays a crucial role in product photography. Too much light can cause the product to appear washed out or overexposed, while too little light can result in a dim and unappealing image. It is important to find a balance between the two, as this will allow the product to be lit adequately without sacrificing its visual appeal. This can be achieved by adjusting the aperture, shutter speed, and ISO settings on the camera, or by using reflectors or diffusers to control the intensity of the light.

Another factor to consider when working with natural lighting is the time of day. The quality and intensity of natural light can vary significantly depending on the time of day and the weather conditions. For example, early morning and late afternoon light is generally softer and warmer compared to midday light, which can be more harsh and contrasty. This can be used to an advantage depending on the desired mood and style of the image. Additionally, cloudy or overcast days can produce a softer and more diffused light, which is often preferred for product photography as it helps to eliminate harsh shadows and minimize reflections.

Natural lighting is indeed an important aspect of product photography that can greatly influence the final image. When used correctly, natural lighting can create a warm and inviting atmosphere, showcase the texture and colour of the product, and help to highlight its features. By considering the direction, intensity, and time of day, as well as using techniques such as reflectors and diffusers, photographers can effectively utilize natural lighting to create beautiful and appealing images of their products.

Another benefit of natural lighting is that it can change throughout the day, providing a range of different looks and moods for product photographs. For example, early morning or late afternoon light can create a warm, golden glow, while midday light can be more harsh and contrasty. This can allow photographers to capture a range of looks and moods for their product photographs, depending on the desired aesthetic.

It is also important to consider the colour temperature of natural lighting, as this can affect the overall look and feel of the photograph. Cooler light, such as that found on a cloudy day, can give a more muted and subdued look to the photograph, while warmer light, such as that found on a sunny day, can give a more vibrant and lively look.

Artificial Lighting

Artificial lighting is an essential element of product photography. It helps to highlight the features and details of the product, create depth and dimension, and set the overall mood and tone of the image. In this essay, we will explore the different types of artificial lighting and how they can be used to enhance product photography.

Several types of artificial lighting can be used in product photography, including continuous lighting, flash lighting, and studio lighting.

Continuous lighting

It refers to a type of lighting that is always on, such as a lamp or a fluorescent light. Continuous lighting is often used for video production because it allows the camera to capture a continuous stream of light, making it easier to see the subject. In product photography, continuous lighting can be used to create a natural and warm ambience, particularly when combined with natural light.

When it comes to lighting, continuous lighting is a popular choice for product photography because it allows the photographer to see the lighting effects on the product as they are shooting. In this essay, we will explore the benefits of continuous lighting in product photography, different types of continuous lighting sources, and how to set up continuous lighting for product photography.

One of the main benefits of continuous lighting in product photography is that it allows the photographer to see the lighting effects on the product as they are shooting. This is in contrast to flash lighting, where the lighting is only visible during the brief moment of the flash. This can be particularly useful when shooting products that have reflective surfaces or intricate details, as the photographer can adjust the lighting to highlight these features.

Another benefit of continuous lighting is that it can be easier to set up and use than flash lighting. Flash lighting requires the use of a flash unit and sync cord, which can be cumbersome to set up and can be prone to malfunctions. Continuous lighting, on the other hand, is simpler to set up and use, as it does not require any additional equipment beyond the lighting source itself. This can be especially useful for photographers who are new to product photography or who are working in a limited space.

Several types of continuous lighting sources can be used for product photography. These include incandescent bulbs, fluorescent bulbs, and LED lights. Incandescent bulbs are the traditional type of light bulb that produces light by heating a filament inside the bulb. These bulbs are relatively inexpensive, but they can produce a lot of heat, which can be a problem when shooting product photography. Fluorescent bulbs, on the other hand, produce light by running an electric current through a gas-filled tube. These bulbs are cooler than incandescent bulbs, but they can produce a flickering effect, which can be problematic for product photography. LED lights are the most modern type of continuous lighting source, and they produce light by running an electric current through a semiconductor material. LED lights are energy-efficient, long-lasting, and produce very little heat, making them an excellent choice for product photography.

When setting up continuous lighting for product photography, there are a few key things to consider. First, it is important to choose the right lighting source for your needs. As mentioned above, there are several types of continuous lighting sources to choose from, each with its own set of pros and cons. Consider the type of product you are shooting, the lighting conditions in your studio, and your budget when selecting a lighting source.

Next, consider the placement of your lights. For product photography, it is typically best to use multiple lights to provide even, diffuse lighting. This can be achieved by placing lights on either side of the product, or by using a softbox or umbrella to diffuser the light. The distance between the lights and the product, as well as the angle at which the lights are positioned, can also have an impact on the final image. Experiment with different setups to see what works best for your particular product and lighting conditions.

Finally, pay attention to the colour temperature of your lights. Different types of lights can produce light at different colour temperatures, ranging from warm (yellow) to cool (blue). Matching the colour temperature of your lights to the colour temperature of your camera's white balance setting can help to ensure that the colours in your images are accurate and consistent.

Flash lighting

It is also known as strobe lighting refers to a type of lighting that uses a flash of light to illuminate the subject. Flash lighting is often used in product photography because it allows the photographer to control the intensity and duration of the light, as well as the colour temperature. Flash lighting can be used to create dramatic and contrasty images, as well as to freeze the action and eliminate shadows.

Studio lighting

It refers to a type of lighting that is specifically designed for use in a studio setting. Studio lighting typically consists of multiple lights that can be positioned and controlled independently to achieve the desired lighting effect. Studio lighting is often used in product photography to create a controlled and consistent lighting environment, as well as to highlight specific features and details of the product.

In addition to these types of lighting, several factors can affect the quality and effectiveness of artificial lighting in product photography. These include the direction of the