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’re going to delve into the specifics of each type of product and how to showcase them effectively in photography. We’ll be talking about textures, reflections, transparency, shape, dimensions and much more.

The aim of packshot photography is to represent a product faithfully and neutrally, while at the same time highlighting it, so that the customer can get an accurate idea of the product before ordering it. And that’s why it’s so important to really understand the specifics of your product, in order to determine the main features to highlight, the challenges involved in taking the shot and, above all, what customers are looking for and need to see.

By understanding the specifics of each product, you’ll be able to create compelling photographs that will appeal to your customers. So let’s explore each type of product in detail and give you the keys to successfully photographing it at its best.

Sensory marketing: an important concept for understanding the challenges of packshot photography and to showcase your products

 

 

Today, more than ever, companies are evolving in a world where digitalization is present everywhere. While this development certainly enables greater visibility on the web, it also poses a major challenge for companies: how do you sell online when customers can no longer see, touch, smell or try out products?

That’s where sensorial marketing comes in.

This marketing strategy aims to stimulate consumers’ senses to create a more tangible and memorable buying experience. When it comes to packshot photography, the challenge is to capture every detail of the product as faithfully as possible. This is a difficult task, as it involves capturing light, nuances, rough edges, colors and contrasts, and then transferring them to a static image.

 

 

Take a diamond, for example. How do you capture its sparkling beauty, the purity of its contours and the way it catches the light? And how can we bring out the light reflecting off the diamond’s facets without losing image quality?

In our next article, we’ll also explain how the choice of media also plays a part in this issue, and how colors, shapes and textures interact to evoke emotions in consumers.

How to identify the specific features of your products so you can showcase them

For successful packshot photography, it’s important to take into account the specifics of the products to be photographed. Dimensions, weight, shape, texture, potential reflections and the product’s features and functionalities are all key elements to consider in order to obtain quality images.

For example, for a small object, you’ll need to take a macro shot, while for a large one, you’ll need to find an angle of view that allows you to capture the entire object. Similarly, the texture of the object 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 wide variety of products to capture, but it remains relevant even if you only have one product to capture: you’ll need to take into account its specific features in order to highlight them correctly.

Dimensions

 

 

The dimensions of a product have a direct impact on the way we shoot it for a successful packshot.

If you’re looking to shoot a large product, you’ll need to find a way of photographing it in its entirety and from different angles, while at the same time highlighting its unique features – which means having a sufficiently spacious studio, among other things.

Conversely, a small object presents another challenge: macro photography is often the best option for capturing all the product’s details, including those not usually visible to the naked eye. To do this, you’ll need specialized equipment, including a macro lens that lets you get close enough to your subject, and a tripod to keep your camera steady.

Weight

The weight of the product to be photographed is also a factor not to be overlooked. Once on the platform, a lightweight product can sometimes prove difficult to hold in place. Vibrations or air currents can easily ruin image quality and sharpness. Solutions must therefore be found to stabilize the product, using tape or foam for example (but this involves an additional post-production step to remove them…).

Shape

Yes, the shape of your product does have an impact on the way you photograph it. While a bottle, for example, is easy to pose, other products such as rings or necklaces require special support and are therefore more difficult to photograph.

 

 

Clothes, on the other hand, may require a mannequin or even a model to be properly displayed… Unless you opt for “Flat Lay” photography?

What’s more, certain shapes can produce shadows that need to be carefully managed to achieve the best possible result.

Texture

 

 

The texture of a product is one of the most important aspects to showcase for good packshot photography.

Indeed, the texture of an object can influence how customers perceive a product, and can arouse visual and tactile sensations in consumers without them even needing to actually touch the product, and thus influence their choice of purchase. It can give an impression of quality, softness or robustness, for example.

Texture is thus part of the sensorial marketing we’ve already talked about earlier in this article, and it plays an essential role in creating the perceived value of your product. The right light and the right angles can make it easier to perceive.

Reflections

Reflections can affect the appearance and clarity of the image, which in turn can affect the quality of the photo: that’s why it’s essential to take them into account when shooting.
When photographing particularly reflective or transparent products, such as glasses, it’s important to know how to light them correctly to avoid unwanted reflections and obtain a sharp, high-quality photo.

Product features

 

 

A product’s features and functionalities must play a part in the way you present it: pockets, accessories or any other added-value element can radically change the public’s perception of the product.

Shooting angles become crucial to highlighting these features, as does the choice of media used. By opting for 360-degree animations or videos, we can give potential customers a complete and detailed view of the product, contributing to the quality of the presentation and increasing the chances of successful sales.

That’s why we’re dedicating an entire article to the choice of media in the continuation of this series on packshot photography!

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

 

 

To meet these specific 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 product, enabling you to achieve optimum results in terms of quality and professionalism, without the need for a great deal of experience in photography, or trial and error in finding the best combination of equipment for your products.

For example, the Alphashot Micro v2 studio we offer for sale is specially designed for macro photography, particularly of jewels and precious stones. Thanks to its multiple lights, automated system and accessories, it captures the finest details for exceptional quality renderings.

Likewise, the Fashion Studio is perfect for clothing photography, whether on mannequins or live models. Its adjustable LED lighting and automated rotation system (optional) make it easy to shoot from any angle.

And these studios come with particularly powerful and intuitive built-in software. For instance, Orbitvu Station. Depending on the product, the studio suggests the most suitable settings for fast, optimal results. Best of all, once you’ve found the settings you’re happy with, you can save them as a profile to reuse on your next shoot!

The specificities and difficulties of each product type

Let’s take a look at a few major product types, and their specific features and challenges. We’ll also suggest one or more automated photo studios, specifically designed to meet the challenges posed by these products. Last but not least, we’ll also be offering guides and tutorials to help you master the photography of these various product types. We’re off!

How to showcase watches, jewellery and silverware products

 

 

Needs and challenges:

• These products are particularly small, requiring a macro lens and appropriate techniques.
• Correctly highlight precious stones and their multiple facets, such as the table of a diamond.
• Hold rings, bracelets, watches and even gems in place without the tape or other support showing through in the final packshot. The same problem arises when hanging necklaces.
• Capture objects that are often reflective and shiny, avoiding distortion and other undesirable effects.

Recommended photo studio: the Alphashot Micro v2

Guides:

• How to position a watch before photographing it (bracelet, hands)?
• How to position jewels before photographing them?
• How to create visuals of jewelry entirely sharp with transparent background?
• What camera settings should I use to take pictures of different jewelry?
• How to clean your gold and silver rings before photographing them?
• What equipment and accessories should be used to photograph jewelry, watches or gemstones?
• How to get sharp and better-looking photos of jewelry with the focus stacking technique?

How to showcase eyewear products

 

Needs and challenges:

• Avoid unwanted reflections on lenses.
• Manage lens transparency.
• Know how to control backlighting to prevent lenses from losing their tint.
• Find the right lighting and parameters to enhance eyewear.
• Perform focus stacking (manual or automatic) to ensure that the entire eyewear is in focus, with no blurred areas.

Recommended photo studios: the Alphashot Micro v2 or the Alphashot 360

Guides:

• How to photograph sunglasses and glasses for online stores?
• How to avoid blurry product still photographs

How to showcase clothing and fashion products

 

 

 

Needs and challenges:

• Make the right choice between flat-lay and model photography.
• Select the right lighting, settings and equipment to capture texture and color accurately.
• Highlight accessories and product features (extra pockets, buckles, patterns, etc.).

Recommended photo studios:

• For flat-lay photography: the Alphatable or its little brother the Alphadesk,
• For 360-degree photography on mannequins or models: the Fashion Studio or Alphastudio XXL.

Guides:

• Flat product photography of clothes: discover our tutorial

How to showcase furniture

 

 

Needs and challenges:

• Have enough space and adaptable equipment to capture furniture, often of imposing size.
• Achieve a faithful representation of colors and textures with the right lighting and settings.

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

Guides:

• Home decoration: more visibility on your e-commerce site

These are just a few of many product types, but they already give you an idea of the problems that can be encountered, and how an automated photo studio can solve them.

However, you still need to determine the type of media you’re going to use. Would you prefer a classic still photograph, a 360-degree animation, or a video? We’ll help you answer this question in our next article on the question of media!