Product Photography

Product Photography — questions and answers

How do you photograph reflective products without the camera appearing in the shot?

Reflective surfaces are typically controlled using large diffusion panels or tents that surround the product, creating an even light source that reflects uniformly. The camera shoots through a small opening in the setup. Alternatively, the reflection can be photographed from an angle, then the camera and tripod removed in post-production by cloning or masking surrounding areas.

What's the difference between packshot and lifestyle product photography?

Packshots isolate the product against a plain background—usually white—showing it clearly without context, standard for e-commerce and catalogues. Lifestyle photography places the product in a setting or scenario that suggests use, often including props, surfaces, or people. Packshots prioritise clarity and consistency; lifestyle images prioritise aspiration and context.

Why do product photographers use focus stacking?

Focus stacking combines multiple exposures taken at different focus distances to achieve front-to-back sharpness that exceeds what a single shot can deliver, especially in macro and close-up work. Small apertures alone cannot always provide sufficient depth of field without introducing diffraction that softens detail. The technique is essential for jewellery, watches, electronics, and any small object where every surface must appear crisp.

What makes 360-degree product photography different from standard shots?

A 360-degree series captures the product from every angle as it rotates, usually in 24 or 36 increments, then sequences the images into an interactive viewer. It requires a motorised turntable, consistent lighting from all directions, and precise alignment so the product remains centred throughout rotation. The output serves online retail environments where customers expect to examine items as they would in-hand.

How do you maintain accurate colour across different product materials?

Colour accuracy starts with controlled lighting—typically continuous LED or strobe with a consistent colour temperature—and includes a reference target like a grey card or ColorChecker in setup shots. Cameras are white-balanced to the light source, and profiles are applied during raw processing. Challenging materials like metallics or translucent fabrics may need exposure bracketing and selective adjustments to preserve both colour fidelity and texture detail.

Can product images shot for web use be repurposed for print catalogues?

Only if originally captured at sufficient resolution. Web display typically needs 72-150 DPI at screen dimensions, while print requires 300 DPI at final output size. An image sized for a website thumbnail cannot be enlarged for a full-page catalogue spread without visible degradation. Shooting at high resolution from the outset allows downsampling for digital use while preserving print options.