Although packaging and labeling are not directly related to the quality of a product, they can significantly influence the conversion rate by enhancing brand image. The packaging of a product can stand it out from its competition by leaving a lasting impression on the consumers. The idea of packshot is inherently related to product branding.
Packshot photography allows businesses to showcase their product in an attention-grabbing manner, ultimately boosting sales. Whether you sell your products online or offline, knowing the ins and outs of packshot photography can greatly benefit your business. In this blog post, I’ll delve into the world of packshot photography, different types of packshot photography, and how you can make the most out of this powerful photography technique.
What is packshot photography?
Packshot photography involves capturing high-quality product photos for promotional and advertising purposes. It has the objective of highlighting the design, labeling, packaging, texture, color, and shape of the product clearly and accurately so that the customers can make an informed decision on their purchase. Additionally, the photographer intends to introduce the brand and logo of the product with an appealing and detailed product display.
Packshot and commercial photography are integral to successful product marketing, demanding careful attention to product details, background, and other specific requirements. This specialized form of photography requires an adept understanding of light manipulation, angles, and other technicalities to capture and portray products in their element accurately.
One of the key components of packshot photography is the incorporation of a white background, which serves to highlight the product. This no-frills approach enhances the aesthetics of the products, allowing their details to stand out, thereby serving the ultimate objective of high-quality packshot photography.
Below are a few key characteristics of packshot photography:
- The product is captured and featured on a plain and neutral background to eliminate any distractions.
- The photographer highlights the product and the product’s packaging, labelling, brand, and logo.
- Packshots are sharp and detailed. They ensure that the colour, shape, and texture of the product are clearly visible.
- For multiple packshot photography, the photographer maintains consistency in style, lighting, and background to ensure a cohesive look.
- A minimum amount of effects are used in post-processing to retain the originality of the product and accurate presentation.
Different types of packshot photography
3D packshot
This kind of packshot is essential for the graphical representation of a product in a three-dimensional form. Thus, a 3D packshot enables the viewers to understand the product from multiple perspectives. They can rotate the product and zoom it in and out to inspect it in a better way.
Below are some key advantages of 3D packshot:
- It gives a more realistic presentation of the product compared to a traditional 2D image.
- The viewers can interact with the product from different angles by rotating or zooming it in.
- A single 3D packshot is enough for presenting the product from different perspectives.
- 3D product images are modifiable. Simple design changes and creating multiple variations of the same product are not a big deal.
- Maintaining perfect consistency among the 3D packshots of different products of a single brand is easier compared to traditional product photoshoots.
Close-up packshot photography.
In another type of packshot close-up packshot photography, the photographer usually captures the details of the product or the packaging. Cosmetics, electronics, and foods are some product items that are often showcased with close-up packshot photoshoots.
Below are some key benefits of close-up packshot photos –
- With the help of a macro lens, the photographers take the smallest details of the product in close-up shots.
- It helps the viewers understand the quality and depth of the product more precisely.
- A close-up packshot is usually an isolated part of the product with little or no distractions.
- It helps the viewers keep their focus solely on the product and make an informed purchase decision.
360-degree packshot
A 360-degree packshot is similar to a 3D packshot, where both of them help the viewers understand the perspective of the product in a better way. However, in 360-degree packshot photography, multiple product photos are captured from a single raw on a turntable. Thus, the viewers can interact with the product from different perspectives and angles, whether it is still or moving.
Below are some key benefits of 360-degree packshot –
- Viewers can interact with the product from different angles by simply rotating and zooming it.
- It is a great tool for e-commerce marketing and product display to enhance customer engagement.
- The consistent appearance of the product is easily achievable throughout the entire rotational presentation.
- It enhances sales by increasing customer interaction with the product.
Group packshot
In a group packshot, multiple similar or related product items are captured in a single frame. The purpose of this kind of photo shoot is to highlight product variations, demonstrate the collection of the product, compare the products side by side, or promote complementary products.
Below are some key benefits of group packshot –
- It allows retailers to showcase multiple products of the same category in a single frame.
- The photographer can portray a contextual story and show how each of the products in the group complements each other.
- Customers can find different available options in a single photo and can make a quicker decision.
- The photographer can apply his creativity by experimenting with different compositions to find out the desired visual output.
Lifestyle packshot
In a lifestyle packshot photoshoot, the product is captured in combination with an element of life to evoke a particular mood or context. For example, if you intend to showcase running shoes, it is a good idea to capture them in an outdoor environment. It is even better to shoot photos of the shoes while someone is actively running in them.
Below are some key benefits of lifestyle packshot photoshoots –
- It can add context to the photo and evoke different moods to engage the viewers.
- Actors or models can help customer engagement and resonate with potential customers.
- It will create an emotional connection between the product and the viewers.
- A lifestyle packshot photoshoot is a great way of product arrangement that goes beyond merely showcasing product features.
Why need packshot photography?
Marketing and advertising
You can produce eye-catching marketing materials such as brochures, content for promotional campaigns, and product catalogs with packshot product photography. This content will highlight the key features of the product and showcase the offering of the product.
Online product showcase for e-commerce
Packshot photography will ensure you have the right product images to showcase on online platforms. A high-quality packshot photo will make a difference in the perception of the customer about the quality of the product. Thus, it will help the users make a quicker decision and enhance the conversation rate.
Highlighting the labelling and packaging
Product design, labelling, and packaging play vital roles in purchase decisions. Product packshot photos ensure all these design materials of the product are highlighted so that they communicate the intended message of the brand clearly.
In-store shopping experience
In 3D and 360-degree packshot photography, you can present your product in a way that the viewers will feel as if they are shopping in-store. They will be able to rotate the photo, zoom in, and experience the product closely. A single photo can be presented from multiple angles, which is not possible in traditional product photography.
Transparency and clarity
The objective of packshot photography is to provide the customers with a clear and detailed view of the product. Thus, packshot photoshoots allow the viewers to examine the features, design, and quality in a more transparent and clear perspective.
Getting started with packshot photography
Taking the best packshot is not that much different from taking product photos in a traditional manner. However, you need to understand the meaning and objective of packshot photography and execute them accordingly. Below is the equipment that gives you everything you need to know to get started with Packshot.
Equipment necessary
- Single-lens reflex DSLR camera
- Tripod – a sturdy one to keep the camera stable
- Lenses
- Macro – for close-ups
- Prime lens – for sharper image
- Wide angle lens – for lifestyle or environmental shots
- Telephoto lens – for larger products
- Lighting equipment
- Lightbox
- Softbox
- Reflector
- Diffuser
- Remote shutter release
- Motorized turntable – for 360-degree photoshoot
Capturing the photo
The initial step to packshot photography is to plan your photography. What kind of photoshoot are you going to do? For example, the working method for 360-degree photography will be different from the close-up pack shot. You need to have a clear idea about what you are going to do, your workspace design, the lights and camera you’re going to use, the background, mood and atmosphere, the intended message of the photo, and so on.
Set up your workspace after you have planned your packshot photoshoot. Gather all the necessary equipment you need. Set up the background, light, and camera. Make sure you have installed the right camera lens before the shooting.
If you are using a lightbox, then you do not need to set up the background and light. Lightboxes have an in-built seamless background and lighting system. However, the product size has to be small if you want to capture them inside a lightbox.
Before you take your photo, make sure the product is clean and free from any scratches or blemishes. Take multiple photos from different angles, keeping the camera stationary if you want 360-degree or 3D packshot images. Use a turntable and stable tripod for this purpose.
Finally, take the photos. Capture multiple images from different angles and product arrangements. Before using your photos, export your images to the computer and use an image editing software for post-processing.
Packshot photography with CGI
CGI stands for Computer Generated Imagery. In this process, the designers use multiple software to produce 3D models of the product which resemble a realistic image of it. Some popular software for 3D modelling includes 3ds Max and Maya.
After 3D modelling is done, the designer applies appropriate texture to it and achieves a realistic appearance of the product. The lighting effects are then adjusted, colours are corrected, and features of the product are highlighted. Finally, the designer uses appropriate rendering software to generate realistic images of the 3D model of your product.
Professional packshot photography tips
- Invest in photography equipment for capturing packshot images. You need a high-quality camera, lenses, lights, and other accessories based on your photographic plan.
- In packshot product photography, you need to focus on the product and make the product the center of attention. Therefore, use a clean white or gray seamless background that creates no distraction.
- Apply a minimum of post-production effects to the packshot images. Try to keep the originality of the product. Apply basic color correction and other retouching effects to make the product look authentic.
- If you are taking multiple shots, try to maintain consistency. Use the same background and style to establish your brand identity.
- Hire a professional packshot photographer if you have little expertise in this field. Packshot photographers know how to take complex packshot images such as 3D, 360-degree, or close shots. These photos are almost impossible to take with primary photography knowledge.
Conclusion
Know the objective of your product photography. Packshots will present your product in the most desirable way in front of your customers to enhance user interaction. Therefore, you need to know what packshot photography is and how to use it for your advertising campaigns. Effective packshots are not merely product photography. Rather, they will resonate with your target audience and highlight the key selling points of your product. If you can rightly take packshots, they will play a vital role in your marketing efforts.
Frequently Asked Questions
Why use Packshot Photography?
Utilizing packshot images in your e-commerce strategy is paramount for several reasons. These high-quality visuals, often captured in a photography studio, showcase products with precision through flat lay photography. The studio packshot approach allows for a clean, uncluttered presentation, highlighting every detail to effectively show off the product. This meticulous display not only enhances the visual appeal but also ensures consistency across your brand. By investing in studio packshot images, you elevate your brand perception, gain a competitive edge, and facilitate better mobile optimization. Such images serve as versatile assets, adaptable for various marketing channels, providing a holistic solution to bolstering your online presence and driving conversions.
What are the most common techniques used for packshot editing?
Packshot editing employs various tips and techniques with the primary goal of accurately presenting a product, ensuring shoppers encounter it seamlessly. Commonly used techniques include Clipping Path to isolate the product, Background Removal for a clean backdrop, and Retouching to enhance visual appeal. These methods collectively contribute to the overall effectiveness of packshot images, aligning with the goal of showcasing products in a manner that resonates with potential customers.
