What is product photography and how do you do it?

The right equipment for product photography.

For more information on getting the right equipment, check out our list of photo tools you'll need to produce professional-quality product photos.

Cameras for product photography.

It goes without saying that you’ll need a good camera for your product shoot. If your budget is limited, don’t be afraid to use your smartphone. A high-resolution phone camera can take some incredible photos and they can be imported directly into photo editing software on your computer for easy retouching. That said, most professionals prefer to use DSLR cameras that offer a wider range of settings and features.

Lenses for product photography.

Choosing the right lens can make or break your product photoshoot. A longer lens — 100 mm or more — is great for photographing faraway objects in an outdoor environment. But on a product shoot where you’ll be a lot closer to your subject, shorter lenses are your best friend.

For strict product shots, “I almost always use my 50 mm lens with my DSLR,” notes product and food photographer Sarah Aagesen. “I’ll also bring a 20 mm for wider-angle shots and a macro lens in case there are small details I need to capture.” Having a variety of lenses on hand ensures you can adapt to the challenges of a shoot.

Tripods and shutter releases.

With stationary product photos, never use the autofocus function on your camera. “If your subject’s not moving, there’s no reason to use autofocus. Place your camera on a tripod and use manual focus,” explains professional photographer Jason Deymonaz. Also, make sure that you use a shutter release cable, so you don’t unintentionally move the camera while taking a photo. If you’re taking multiple exposures from the same angle to composite later, this step can save you time.

Try a softbox.

Consider using a softbox for product photography lighting. These light modifiers create soft, diffused light that reduces harsh shadows. Since you want viewers to be able to read the labels and take in the details, your lighting set-up for product-only photos should be straightforward with everything well lit. Consider using light tents and artificial light too. Light tents are wireframe cubes covered in thin white fabric. They create a soft, diffused atmosphere inside that’s perfect for evenly lighting small objects.

Use artificial light.

“With product-only photos, I don’t recommend using natural light because it can change so quickly,” explains Aagesen. “You’re usually taking multiple shots from different angles and if you’re using light from a window, when it gets cloudy, you’re suddenly shooting in a totally different light.” Since natural lighting is changeable and difficult to replicate, photo studio lighting is often better for successful product photography. After all, you may need to take more photos if new versions of the product are released.

Be sure you have strobes, reflectors or other light sources on hand in case you need to switch up your lighting.

Find the right angle for your light.

Product photography is all about consistency and precision, which is why you should always work with a tripod. With an adjustable tripod you can experiment until you find the perfect angle for your product and how it’s lit and then lock it in place to take your shots. Always photograph your product from multiple angles, both so consumers can see its dimensions and so different product photographs look distinctive and interesting online and in other marketing materials.

Take multiple exposures.

For some subjects, you’ll need to take multiple exposures of the same shot to capture different details or parts of the product in the best possible light. “I’ll take anywhere from three to ten different captures and composite them into one shot,” notes Deymonaz. If you have a small subject or are shooting with a shallow depth of field, you may also need to use focus stacking to ensure every part of the subject is in focus.

Setting up your lifestyle shoot.

With lifestyle photos, you’ll probably work with models to help illustrate the product in use. “While models are a big part of the shoot, they’re not the focus of the photo shoot,” explains Aagesen. “They’re just supporting characters and the product is the star. You don’t need to show the model’s face in every photo.” Try taking close-ups of your product in someone’s hand and try different poses to keep it looking natural.

Build a product photography portfolio.

The first step to growing your business as a product photographer is to create a portfolio. Collect your best work on one site, which you can then share as a link with potential clients. Include only your very best photos so you don’t overwhelm people with too much work. Limit yourself to 20 or 25 images and try to show a variety of shots of different products in different styles and settings. You want to demonstrate your versatility as well as your artistry.

Optimise your portfolio for the web.

High-resolution image files tend to be very large and hosting a lot of them on your website can take up a great deal of server space. To upload as many images as possible without breaking the bank paying for web hosting, consider using a programme like Adobe Lightroom to compress your images before you upload them. By saving your images as JPG or TIFF files you can reduce the file size without affecting the quality or clarity of your photography.

Tell your clients about yourself.

Spend time crafting your About section. Offer basic background information, like your relevant work experience and education, but also add some personal details that help convey your personality and interests — maybe even include a photo of yourself. And of course, make sure to include your email address or phone number so people can contact you.