Monday’s brainstorming session highlighted some interesting ideas on photography for me. As graphic designers we always appreciate a good image, and I consider us to be pretty good at giving our clients a steer on what will make a good photograph: great lighting, clear, simple and in a style that fits with the brand. But over the next month or so I’m going to be art directing a photoshoot for a bridal jewellery company, and I’ve started thinking a lot more creatively about how we can bring the brand and the product to life.
Great product shots don’t just show the product well, it’s not just about having a good photographer. Great product shots that sell will bring the product to life. And just like an exhibition stand that creatively brings out the essence of the product or service, so your photography should do the same.
Let me share a few examples with you.
The White Company is particularly good at this with their scented products. Take a look at their catalogue or website. We don’t, yet, have the capability to be able to smell through the web, but you can still get an evocatively clear idea of what you’re going to smell just by looking at the images. Why? Because they’ve thought about the ingredients of each product and photographed beautifully the ingredients. And take a look at the product shot at the top of this post. Just at a glance you know that those products are going to smell of Lavender. It’s not rocket science, but it is very powerful and it does take thought and care.
I love Diana Phillips’ quirky take on styling her photos. Not content with the standard “pose” of a chocolate (usually isolated on a white background or one in focus with the rest blurred in the background) Diana and her photographer have had a bit of fun. Each shot is a work of art and gives a bit of a feel for what you can expect. These have not just been styled, they’re absolute works of art. And they fit perfectly with Diana’s upmarket branding.
So next time you reach for the light tent for a bit of product photography, take a step back and think about the content. How can you bring your product to life? How can you style it to really get people to engage with what you’re doing? And will your ideas fit with your brand? Happy snapping!
Not one to normally comment on blogs post but this – for obvious reasons – hit a cord. I had a meeting with a new client yesterday who also used The White Company to illustrate the look they wanted for one of their shots – simple compositions and great lighting that encapsulates their brand perfectly. Your brand is the most important consideration when making decisions about your photography – a point well made by Fiona. DIY photography definitely has it place. The important thing is to include photography in your plans from the outset. After spending 10+ Art Directing you understand the value great photography can bring to a product. The images will work hard to promote your business and could even save you money in the long run! Most commercial photographers will be happy to discuss ideas with you, without obligation.
Thanks Mark, really appreciate your comments. You’re absolutely right – a good photographer will be able to interpret this kind of thing. Thanks for an opinion from the other side of the fence…