For most potential customers, the first experience they have with your product is through photographs or images, be it through catalogs, brochures, or even websites.
A professionally produced photograph isn't just a luxury. It’s an essential component of a well-created advertising and marketing campaign that, with proper use, will influence the way customers view and feel about your products.
In today’s world, you only have a few moments to capture someone’s attention. So the photographs you use in your business have to be believable and of the highest quality. That’s where a commercial product photographer can come into play.
Goal Of A Commercial Photographer
A primary goal of a commercial product photographer is to create a mood. Documenting a product isn’t good enough. Creating an atmosphere that speaks directly to your target market is key. For example, if you look at the candy images below, one can see that the first image shot on a white background documents the product, isn’t very appealing, and doesn’t convey a message of a scrumptious dessert. But once we change the background by adding props, adjusting the lighting, and setting up the shot, the second image now has a much more appealing look. The commercial photographer has changed the mood to evoke the consumer's desire to want a piece of chocolate.
Lighting in Photography
Another goal of a commercial product photographer is to create dramatic effects and produce clarity of the product using lighting. If lighting is used correctly, one can achieve a three-dimensional feel to a two-dimensional image. You want your target audience to feel that they can reach out and actually touch the image. In the shoe image below, We used lighting to draw attention to the important selling features of the product, the micro-perforated dry-tech material, and the special ventilation on the bottom. The photographer wants the audience to see the texture of the materials, the fashionable design, and the metallic membrane on the shoe's bottom. All of this was achieved through special lighting techniques.
What Do You Want Your Audience To Know?
A great commercial product photographer not only has a sense of marketing but should also spend the time to learn about your product and business. They should be asking questions about your target market, your competitors, the benefits and features of your product. What is the most important item that you want your target audience to know? They should also ask how the images will be displayed, web or print? What is the mood you are looking to convey in the photograph? The photographer needs to understand all of these pieces to create a believable and high-quality image for your business.
The visual impact of any advertising or marketing campaign is very dependent on an attention-grabbing image. Make sure your advertising photographs and images support the messages that your business is trying to convey and promote the results you are trying to achieve. The art of creating those images is what a commercial product photographer is all about.
Five Day Food Photography Challenge
Want to take your food photography up a notch?
I’ve been photographing food for years and have learned some tricks of the trade. Join me on this 5-day challenge where you’ll learn how to master the art of food photography, one bite at a time. You’ll be amazed by what you can do with just a few simple tips. You will learn how to make your photos pop with color, texture, and lighting. Sign up today!