Packaging departments have always been a “Jack of All Trades,” responsible for various tasks that might seem tangential — but end up on your To Do list anyway. Taking photos of packages — for promos, ads, and, more recently, ecommerce sites — is one of the latest additions.

There’s no doubt about it: a compelling image can make all the difference. A well-captured product photo could be the deciding factor between a potential customer scrolling past your item or clicking “Add to cart.”

A whopping 90% of Etsy buyers say that image quality significantly impacts their purchasing decisions. That’s even higher than other significant factors, like item costs, shipping costs, and product reviews.

But there’s more to driving sales with product photography than positioning your camera and clicking away. This article provides a guide to doing it the right way.

The guide to packaging photography.

As long as you’re in the business of selling products, package photography has to be considered one of your tools for sales enablement. But first, you must lay the stage for it. Here are the elements that will empower you to capture the right side of your goods, from using the correct equipment and controlling the lighting to staging the setup and perfecting the finished product with expert editing.

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1. Use the correct equipment.

Camera and lens.

You need expensive cameras to capture the best images, right? Well, that’s not necessarily the case. Sure, high-end, professional-grade cameras offer advanced features and superior image capabilities. However, it’s important to remember that the camera is just one component.

Many mid-range DSLRs (digital single-lens reflex cameras), mirrorless cameras — and even smartphones — now offer impressive features, making them perfectly suitable for product photography. They let you experiment with camera settings and compositions. Plus, they can optimize your photos for lighting and environment differences.

A standard lens with a focal length between 35mm and 50mm is a good starting point.

Tripod.

Even the steadiest hands can introduce subtle vibrations as you press the shutter button. That’s why you could use a $5,000 camera and still end up with blurry photos, especially in low light or when dealing with slower shutter speeds.

So, while a tripod may look like a nerdy piece of equipment, you should invest in one. It lets you lock in your composition and shooting angle, ensuring that every shot aligns perfectly.

You don’t need an expensive tripod. Just look for one that’s sturdy and stable and can support the weight of your camera. It should be adjustable and let you achieve different shooting angles.

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2. Control the lighting; natural vs. artificial.

Natural lighting is a free, easy solution that relies on the ambient light present in the environment where you are shooting, typically sunlight. It can be soft and diffused, creating a flattering and inviting look for your products. It also provides accurate color representation.

Artificial lighting is what it sounds like. It involves using specially designed lighting equipment, like studio lights, strobes, or continuous lights. What you get here is consistent and controllable lighting, which is great for achieving uniformity in your images, especially when capturing a series of products or maintaining a specific product branding look.

A rule of thumb is to stick to one or the other. Your choice depends on the type of product you’re capturing, the mood you want to set, and your skill level. For instance, natural light is a go-to choice for food photography. At the same time, artificial lighting usually works better for product packaging.

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3. Stage the setup.

Displaying your products is an art form. Do it right, and you’re on your way to making more sales. Drawing insights from social media trends, customer intelligence software, competitor analysis, and photography trends, you can tell a compelling story about your products that captivates your audience.

Choose the right background.

Sure, the package is the main focus, but the entire area around it can help you sell. After all, it sets the stage for your product and influences its visual appeal.

You may be tempted to use them, but it’s usually better to avoid busy or cluttered backgrounds. When in doubt, consider the classic white/black minimalist look — but textured backgrounds, like wood or fabric, add depth and character. Play around with contrast to help your package stand out.

Alternatively, set your product as the background.

Try different angles.

Working with different angles is one of the best ways to make your package more interesting in photos. Angles offer different perspectives and provide a dynamic dimension to your product photos. They can also show off elements of your product packaging.

Consider high and low angles, close-ups, and overhead shots. And to offer that brick-and-mortar experience, you can provide 360-degree images. Don’t be afraid to get creative and try unconventional perspectives.

Keep in mind any after-effects or edits you may want to make to the photo too, such as adding your customized logo or overlaying text. This may impact the product angle or how much empty space you leave around it.

Use props.

Props are great because they provide context and convey the product’s real-world use. So, how do you use them? Choose relevant props. For instance, herbs and fruits make excellent props if you’re taking photos of a natural skin care product.

Keep in mind that the real focus is your product. Props should enhance its visual appeal without overshadowing it.

Be flexible.

Be ready to adapt your styles and presentation to different products and desired outcomes. It’s like running ideas through a domain name search before finalizing your website’s name. Test different approaches to discover what resonates most with your audience. It can help determine which presentation setups result in better engagement and conversion rates.

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4. Perfect the finished product with expert editing.

At this point, you’ve put in a ton of effort and taken what should be the perfect photos. Except they seem to fall just short of the flawless images you see online. Don’t sweat it — editing is where the magic happens.

Adobe Photoshop and Lightroom provide a range of editing capabilities. But you can go the free route with Fotor or GIMP. If you prefer to use your smartphone, lots of apps in the major app stores can handle the tasks.

Maintain a consistent workflow.

Develop a workflow — stick by it. It keeps you from missing necessary processing steps. Plus, it increases efficiency, reduces errors, and upholds a uniform visual style for your images.

Use templates, style guides, and editing presets. Tools like a remote desktop connection manager can help you handle your editing across devices so your processes remain standardized across all product images.

Packaging photography 101: Key takeaways.

The quality of your images can significantly sway the buying decisions of your customers and audience. According to Etsy’s customers, it’s even more influential than the price of an item. That’s why you need to get it right.

Product photography may seem daunting for a beginner, but it’s an acquirable skill. Start with the basics. Learn about the different types of lighting, composition, and editing techniques. And practice makes perfect. The more you take photos of packages, the better you’ll become.

Last summer, Associate Design Professor Chris Stagl took his first teaching abroad trip to the Changzhou Institute of Technology in Changzhou, China. Six months later, 30 of the thousands of photos he captured during his visit are on display in China in a solo exhibit titled, “Facades: Changzhou.”

The relationship was established by Art and Design Department Chair Greg Skaggs in 2019 on a visit to Changzhou. Stagl said this trip was like the metaphorical passing of the baton as Skaggs accompanied him to make a proper introduction. 

“Greg Skaggs was the driving force that got me to believe in the power of international education, and this show exemplifies how much I have bought in to that mindset,” he said.

In 2020, Stagl filled the vacant position of Director of the International Center of Collaboration and Creativity in Art & Design, though he said he never felt fully engaged with international education due to the travel restrictions caused by COVID.

“I would hold online seminars for international students, including the University of Zaragoza in Spain and CIT as well, but until now I had never been afforded the opportunity to travel abroad and teach students,” he said. “It was an amazing experience and I highly encourage everyone to consider their own options when it comes to teaching abroad. I recently presented about this same topic during the College of Education’s Annual Research Conference.”

While in China, Skaggs and Stagl taught art and design to 22 Chinese students, and 16 of those students will soon be coming to Troy University in the Spring of 2024. Skaggs taught the students how to make sculpture art with tactile found objects, and Stagl taught video production and editing. 

“Traveling to China with Chris was a trip I will not soon forget,” Skaggs said. “The two of us had an incredible journey and integrated very well with the community, students and faculty at Changzhou. Chris’ photos tell a wonderful story of their new, expansive campus and the local community business owners and patrons. I’m happy he’ll be having his first international show in Changzhou.”

Stagl also paid special thanks to Xiaojuan “Silvia” Li, Director of Chinese Operations.

“This trip would not have been possible without her,” he said. “She is truly the key that unlocks and connects our two countries for international education.”

Li added, “Chris plays such an important role in our collaboration with Changzhou Institute of Technology, both for our partnership and for our mutual students. This exhibit will greatly motivate the students to join this exchange program and deepen our partnership with CIT in the years to come.”

The exhibit opened on Christmas Day in the exhibition hall on the first floor of CIT’s School of Art and Design and will be on display through March 2024. The photos feature the CIT campus expansion, the business owners and community members of Changzhou.

“Warm congratulations to Professor Stagl for hosting a photography exhibition at our school,” said Peng Wei, CIT School of Art and Design Vice President. “Thank you for giving us the opportunity to re-examine our city and campus and discover new perspectives and scenery that we have never noticed before. My colleagues and students, as well as myself, really enjoy these stunning works.”

Small businesses hold the advantage of crafting a potent brand from the ground up. Initiating this journey with a visually compelling identity is key.

The visual appeal of photographs, encompassing factors such as lighting and color schemes, holds substantial sway over consumers. This underscores the critical importance for small business owners to meticulously consider color and lighting when crafting their branding strategies and visual identities. Maintaining a consistent visual aesthetic not only fortifies a brand but also elevates its overall appearance, fosters coherence and trust, and more.

READ: How to Utilize Color Psychology to Boost Your Digital Marketing Efforts

The weight of lighting and color

Both lighting and color wield considerable influence on individuals. Colors, with their inherent meanings, play a pivotal role in shaping the perception of a business. Here are the symbolic representations of some common colors:

• Orange: Warmth, confidence
• White: Calmness, cleanliness
• Green: Health, positivity
• Blue: Corporations, trustworthiness
• Pink: Femininity
• Brown: Earthy, natural, stable, neutral
• Yellow: Energetic, optimistic
• Purple: Wisdom, royalty
• Black: Sophistication

While these interpretations are broadly applicable in the U.S., small businesses with global aspirations or those catering to specific demographics must consider cultural nuances in color symbolism. For instance, red signifies luck in China, whereas in the U.S. it may convey power, boldness, or even danger.

Once a brand selects its colors, the subsequent consideration involves the role of lighting in photographs. Lighting dictates the mood, and balanced lighting can yield clear, corporate-style images, while dimly lit settings may evoke a moodier or darker atmosphere. Businesses must deliberate on the mood they wish to convey, deciding whether the imagery should exude brightness and cheerfulness or carry a sense of mystery.

READ: 3 Ways to Incorporate Branding in Your Packaging

Crafting a unified visual identity

Following the establishment of brand colors and lighting preferences, small business owners must focus on forging a cohesive visual identity.

The process is straightforward. Once a brand commits to specific colors, those exact hues should permeate all marketing materials, maintaining consistency through the use of precise hex color codes. However, a brand’s identity extends beyond color alone; it necessitates a distinctive logo, brand-specific fonts and a unique vibe

Determining whether the brand will project a professional, fun, lighthearted, or serious image is crucial, and this sentiment should resonate across all marketing materials.

Elevating brand perception through light and color

Color enables a brand to carve out its distinctive identity, while lighting contributes to the overall “feel” of the brand.

Ambient lighting, providing even illumination, is ideal for product photography, accentuating merchandise clearly. On the other hand, neon lights or darker mood lighting create a distinctly different ambiance. The choice depends on the desired mood — clear, bright images for trustworthiness and straightforward sales or exceptions that may require discussion with a commercial lifestyle photographer.

Tips for small businesses

Empowering small businesses to build a compelling brand that propels growth entails adhering to five key tips:

1. Establish brand guidelines early on to maintain consistency in decision-making. Guidelines may encompass logos, colors, mission statements, typography, photography preferences, and brand voice.
2. Define the brand identity by selecting colors and visuals that align with the business’s goals, origin story, and products.
3. Develop visuals and marketing materials with a focus on consistency, a professional website featuring high-quality photographs, effective color utilization and a strong logo.
4. Understand the target audience to create a visual identity that resonates with them, facilitating the creation of personalized content.
5. Set the business apart by embracing uniqueness. Standing out in a competitive landscape can involve choosing unconventional colors or approaches that differentiate the business from its peers.

READ: Don’t be an “Average” Company — The Power of Prioritizing Team Happiness

Harness light and color to forge robust brands

Small businesses hold the advantage of crafting a potent brand from the ground up. Initiating this journey with a visually compelling identity is key. The selection of appropriate colors and lighting options represents just one facet of the process, yet it is instrumental in reaching and engaging the target audience while establishing a trustworthy and professional brand.

Jonathan Young of Jonathan Young Photography is a Los Angeles-based commercial photographer who creates clean and inviting images of people, food, and products that help to position them at the top of their genres.

“I was really looking for ways to be helpful to my community,” she said. “Often, I would just go to the Ed Portal to chat with people — especially on Friday nights during community activities, or on Mondays during career-building programs. I would help translate for visitors from China or Taiwan.”

Even with these activities, she still found herself with a lot of extra time. A friend suggested photography. She started going for walks, taking pictures on her cellphone, and when one of her photos was selected to be featured on a social media site that curated a daily “best photo,” she was encouraged to continue her fledgling hobby. The Ed Portal once again played a key role in her new venture by providing her with a HarvardX scholarship to enroll in a photography class at the Harvard Extension School.

“I was still using my cellphone when I started the class, and after three classes the instructor told me that I needed to get a real camera if I wanted to continue,” said Thwaits.

With her brand-new DSLR, Thwaits started to learn the technical aspects of photography. “They taught me about shutter speed, aperture, all those basics.” After formally retiring from her finance career and completing the photography class in spring 2018, Thwaits traveled to Kenya with her husband and put her newfound skills to work, photographing animals and landscapes. A second Ed Portal scholarship funded an advanced photography class in 2019 that further honed her skills.

Thwaits has continued to pursue photography ever since, entering and winning international photo competitions along the way.

Photography, at least as presented on many platforms, often portrays an elusive world of “pro secrets,” creating a divide between amateur photographers and seasoned professionals. This perceived barrier is crucial to understand, as it influences how emerging photographers view their journey and growth in the field. The video tackles this issue head-on, discussing the importance of breaking down these barriers and fostering a more inclusive photography community.

Coming to you from The Photographic Eye, this important video debunks the myth of “pro secrets” in photography. It emphasizes the importance of asking the right questions and learning the language of photography, which goes beyond technical skills. This approach builds a foundation for growth and understanding of the craft. The video highlights a common struggle among photographers: the challenge of articulating their creative needs and goals. This is the value of community and dialogue in photography. This perspective is particularly relevant for photographers who feel stuck in their technical skills and are looking to elevate their work to a more expressive and meaningful level.

Additionally, the video suggests practical ways for photographers to engage in this learning process. Joining online communities, participating in forums, and engaging with experienced photographers are recommended as effective strategies for growth. This insight is essential for photographers at any level. We do a great job of conversing about things like gear, but the deeper conversations and community often fall by the wayside. 

Be sure to give the video a watch for a lot of important insights.