Introduction
Flat lay, or photograph from above, is a term that has grown in popularity in recent years and has become an integral part of visual storytelling in social media, marketing and product photography.
Its unique form of presentation, which involves arranging objects on a flat surface and photographing them from above, attracts attention with its simplicity yet elegance.
This type of composition allows products, ideas or even everyday objects to be creatively and effectively presented in a way that appeals to the audience’s imagination.
Flatlay has gained status as a tool that not only facilitates the message, but also enhances the aesthetics and visual value of the content.
This is particularly evident in social media, where flatlay has become a way to stand out and attract attention in the crowded online world. In this article, without going into the technical details that will be discussed later, we will look at the history, applications and unique features of flatlay that have contributed to its growing popularity and the position it holds today in the world of photography and design.
Origin
The development of flat lay can be traced as part of the natural evolution of product photography and visual presentation, the roots of which go far back in art history. Although the very concept of laying objects on a flat surface and photographing them from above may seem modern, it has its roots in ancient artistic traditions.
As far back as still-life painting, popular in the 17th and 18th centuries, artists arranged objects to create a composition that told a story or conveyed a particular emotion. Flatlay is a modern iteration of this concept, adapted to ecommerce and the needs of today’s consumers.
However, it is social media that has given flat lay new life and reach. Instagram, where aesthetics and the visual presentation of content on brand profiles became key, meant that it quickly gained popularity as a way to present products, dishes, clothes or cosmetics in an eye-catching way.
Here, the flat lay has evolved from a simple arrangement of objects to a true art form in which composition, colour and texture and also often models play important roles.
Flatlay has also become an important tool in brand communication with customers. Presenting products in this way allows not only to highlight them, but also to tell the brand’s story and create an emotional connection with it.
Thanks to its versatility and aesthetic appeal, the flatlay has become a symbol of the modern approach to visual presentation, which aims not only to show the product but also to evoke certain emotions and reactions in the viewer.
Flat Lay What Is It?
Flatlay is a photographic technique that involves laying objects on a flat surface and photographing them from above.
This method of presentation has become particularly popular due to its simplicity, elegance and ability to effectively communicate content. A key feature of flat lay is that all the elements of the composition are placed on one level to create a coherent and clear image.
In flat lay, each element has its place and meaning, creating a harmonious whole that draws the eye and interests the viewer.
The components can range from products to accessories to natural elements such as flowers or leaves. It all depends on the message we want to achieve. Colour, texture and composition play a key role here, creating a product photography that is not only meant to please the eye, but also to communicate specific values or emotions.
An important aspect of flat lay is light. Well-distributed light is crucial to avoid unwanted shadows and to emphasise the details of the composition. Natural daylight is often preferred as it gives the photos a soft and natural feel.
Flatlay allows artists to combine different elements and experiment with composition, which can lead to unique and memorable images. This technique requires creativity and skill to effectively convey the intended message and create aesthetically appealing images.
Flat Lay in Garment Photography
Flat lay, which is doing well primarily in the culinary industry, has also found a firm foothold in the fashion industry as the preferred method of presenting clothing.
This approach, which involves laying clothes and accessories on a flat surface and photographing them from above, allows the product to be presented naturally and aesthetically in its simplest and most pleasing form.
In the world of fashion, where presentation is key, the flat lay in 2024 is becoming a tool that allows brands to stand out. Not only does it allow garments to be presented in a structured and eye-catching way, but it also provides the opportunity to show additional elements such as accessories, jewellery or even decorative pieces that create a coherent and visually appealing image. This kind of presentation allows consumers to better understand the style and possibilities of a product.
Flat lay has become the preferred form of presentation for many big brands like ZARA and H&M.
Examples of the use of flatlay in the fashion industry are numerous. From the simple, aesthetic presentation of a single garment, to the juxtaposition of several garments to form a complete outfit, to the creation of thematic compositions that tell a story or emphasise a specific style.
Because of its malleability, the flat lay has become the preferred form of presentation for many big brands such as ZARA and H&M.
This is important in e-commerce, where customers do not have the opportunity to physically interact with the product before buying. A good flat lay presentation can not only attract attention, but also increase trust in the product by presenting it in a clear and aesthetically pleasing way.
As a result, the flat lay has become not only a marketing tool, but also a form of artistic expression in the fashion industry.
Use of Flatlay
Flatlay has found its use in many different areas, from marketing to personal art projects. Its versatility makes it a popular choice in a variety of industries and situations. Below are some of the key areas where flatlay is particularly valued:
Marketing and Advertising
In the world of advertising, where the visual message is key, the flat lay is often used to present products. It enables the creation of visually appealing and easy-to-remember compositions that effectively attract the attention of potential customers.
Social Media
Flatlay has become extremely popular on platforms such as Instagram, where aesthetics and visual appeal are paramount. It is a great way to stand out and present products, food, clothes or everyday objects in an original and eye-catching way.
Product Photography
In e-commerce, where customers do not have the opportunity to physically see the product, flatlay allows items to be presented in detail and attractively. This technique is often used to present clothing, cosmetics, jewellery, gadgets and many other products.
Art and Design
Flat lay is also popular with artists and designers as a form of artistic expression. It allows experimentation with colours, shapes and textures to create unique compositions that can tell stories or express specific emotions.
Blogs and Portfolios
Bloggers and digital content creators often use flat lay to present the topics of their posts, such as books, cosmetics, travel or cooking. It is a way of presenting content in an attractive way that is also relatively simple in its implementation.
Each of these uses demonstrates the versatility and effectiveness of the flat lay as a visual communication tool. It allows the creation of consistent, aesthetically pleasing and compelling images that can significantly influence the perception and interest in a product or content.
Products in Flatlay
Flat lay is a versatile technique that works well for the presentation of a variety of products. The use of this method in different industries highlights its versatility and ability to adapt to the specifics of each type of product. Here are some examples of how the flat lay can be used to present different types of products:
Fashion
In the fashion industry, the flat lay is the ideal way to present clothes, accessories, footwear and accessories. It allows the full set of clothes, including accessories, to be shown, giving customers a better idea of styling.
Cosmetics
For cosmetic and personal care products, flatlay allows a variety of products to be presented at the same time, which is ideal for showcasing a full range of products or gift sets.
Food
In food photography, flatlay allows for an artistic representation of dishes and ingredients, which is often used by restaurants for portals such as Pyszne.pl or Uber Eats, culinary blogs or cookbooks.
Jewelry
For finer items such as jewellery or watches, flatlay allows the product to be presented in detail, while allowing the addition of a background or other elements to enhance the visual appeal.
W obu przypadkach kluczem do udanego flatlay jest umiejętność doboru odpowiednich elementów i stworzenia kompozycji, która nie tylko prezentuje produkt, ale także opowiada historię lub przekazuje określone emocje.
Flatlay on Banners
One of the most effective uses of flatlay is its use in online shop banners. This method of product presentation has become a key element in the design of visually appealing and effective online banner advertising. When combined with an advertising slogan or current promotion, flat-lay is used not only to attract consumers’ attention, but also to convey a quick and clear message about the product or offer.
In the world of digital commerce, where first impressions can determine click or skip, flatlay offers a unique combination of aesthetics and clarity. By presenting products in an orderly and attractive way, flat lay enables potential customers to quickly assess and understand an offer. This is particularly important when consumers are browsing multiple pages and offers, where visually distinctive banners can effectively capture their attention.
In addition to simply showcasing products, flat lay in e-commerce banners also allows for the inclusion of branding elements, such as company colours. This allows brands to communicate their identity and values more effectively, which is key to building recognition and customer engagement.
Flatlay is also extremely flexible, allowing it to be adapted to different campaigns and seasons. You can easily change compositions, colours and additions to match the banner to current trends, special events or holidays. This makes flatlay not only aesthetically pleasing, but also very practical.
In short, the use of flat lay in banners on e-commerce sites is a powerful tool that combines visual appeal with effective content communication. This approach not only increases the chances of customer engagement, but also helps to build a strong brand image in the digital world.
How To Make a Good Flatlay?
Flatlay, although simple in nature, requires attention to detail and an understanding of a few key elements. Let’s break down the process into a few steps that will help you create striking compositions.
Step 1: Choose a Background
Backgrounds form the basis of any flat lay. Choose solid, neutral backgrounds that will not distract from the objects on display. Coloured cardboard, wooden surfaces or solid-coloured fabrics are popular.
Step 2: Plan the Composition
Think about the arrangement of objects. You can use symmetry, asymmetry or create lines to guide the eye. It is important that the composition is balanced and harmonious.
Step 3: Choose Your Props
Match your main subject with props that coordinate with each other in colour, shape and texture. Try to create a cohesive image.
Step 4: Lighting
Key word. Provide good lighting, preferably using natural light. Avoid creating strong shadows that can disrupt the composition. Use gobos and different light sources.
Step 5: Keep It Simple
Remember that sometimes less is more. A good flatlay is a readable flatlay. Too many elements can be distracting and hinder the perception of the composition.
Step 6: Add a Personal Touch
A personal touch can add a unique touch to your flatlay. It can be something related to a brand, a season or an individual style.
Step 7: Experiment
Experiment with different layouts, colours and textures. Every flatlay is different and it’s worth seeking out your own style.
Interesting Facts
Flatlay, while commonly known as a popular technique for product and advertising photography, has a rich and storied history and applications beyond the standard. Its roots can be traced back to ancient artistic traditions such as still life painting, where artists would arrange objects in a way that told a story and conveyed emotion. This deep rootedness in art helps to understand why flat lay has become an effective visual tool in a variety of fields.
In social media, especially on platforms such as Instagram, flatlay has gained an almost iconic status. It has become a way for influencers and brands to create compelling, engaging content that draws eyeballs and interest. This form of presentation fits perfectly with the aesthetics of social media, where the visual representation of a product or topic is crucial.
It can be surprising how flat lay affects the perception of a product’s value. Well-crafted flatlay still life photography can make a product appear more valuable, which is of great importance in marketing and advertising. This shows the importance of combining aesthetics with the marketing message.
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Trends in flat lay often change and evolve, reflecting changing tastes and styles in different cultures. Interestingly, flat lay is also used in education, where it helps to visualise complex concepts in an accessible way by showing a step-by-step process.
The artistic approach to flatlay opens the door to experimentation with different materials and techniques. Many modern flatlay compositions use unusual materials and creative approaches to composition, which often lead to innovative and interesting effects. This flexibility and creativity make flatlay not only a photographic technique, but also an art form that continues to evolve and surprise with its versatility.
Will Flatlay Be Used in 2024?
Undoubtedly, the great boom during which flat lay photography had its largest share of visual material on Instagram is over. However, when considering flatlay simply as a usable form and a shot taken from a different perspective, it is irreplaceable. Examples of usability can be multiplied:
- food delivery portals such as Uber Eats, Wolt or Bold Food
- cosmetics and swatches
- graphic banners in online shops combined with content
- DIY and handicraft
- YouTube Shorts and TikTok in video and mobile formats
- step-by-step instructions
Flatlay, thanks to its simplicity and visual appeal, is a versatile way to present products. In e-commerce and social media platforms, where competition is fierce, flat lay helps to differentiate products and attract the attention of potential customers. Flatlay in video form can be just as effective.
Current trends in flat lay reflect changing consumer tastes and preferences. There is a tendency towards minimalism, uniform but distinct background colours, with a greater emphasis on negative space that allows products to ‘breathe’ and stand out better.
There is a growing interest in more dynamic compositions – flatlay video, which enriches the presentation with the impression of movement or action through movement and action, a departure from the classic static shots. This shows that while the basic principles of flat lay remain unchanged, the way they are interpreted and applied is constantly evolving.
It is important to constantly experiment and adapt this technique to current trends and audience expectations. In a world where images matter a great deal, flat lay offers unique opportunities for brands, photographers and content creators to stand out and capture the audience’s attention.
Summary
As a visual communication tool, flat lay photography demonstrates exceptional versatility and adaptability to different needs and contexts. From its humble beginnings, inspired by traditional still-life painting, through its heyday in the social media age to its key role in marketing and e-commerce, the flat lay has evolved to become an indispensable part of modern design and presentation.
The value of flatlay comes not only from its aesthetic appeal, but also from its communicative effectiveness. Through structured and thoughtful compositions, it enables the effective presentation of products, from clothing to cosmetics, food and more, allowing both specific product information and subtler impressions and emotions to be communicated.
