360 Product Photography – Definition

The 360 Product Photography – What Will Replace It?

Currently, the role of 360 Product Photography is gradually being taken over by simpler-to-use video recordings.

Although they are a demanding technique to create, they offer the possibility of simpler implementation in an online shop. Videos also offer fully fluid movement, often at a rate of 60 frames per second, which is unfeasible with 360 photos.

You can easily convert the high-resolution film into a GIF animation, which is also a substitute for 360 photography.

The Process of Creating 360 Product Photography

Automatic Rotating Platforms

Automatic rotary rigs are most commonly used in professional photography studios. Here is how the process works:

1. Product setup: the subject is placed on the rotating platform.
2. Setting up the equipment: it is setup on a tripod and the lighting is precisely adjusted.
3. Platform programming: The platform is programmed to rotate by a specific angle (e.g. every 10 degrees).
4. Synchronisation with the camera: The platform is synchronised with the camera to automatically take photos after each rotation.
5. Taking a series of photos: The platform rotates and the camera takes the images, typically creating 36 (every 10 degrees) or 72 (every 5 degrees) shots.

The advantage of automatic platforms is precision and repeatability. They are ideal for photographing a large number of products, ensuring consistency across the catalogue.

Manual Rotary Platforms

For smaller businesses or product photographers starting out with 360 Product Photography, manual rotary platforms are an economical alternative. The process is similar, but requires more manual work:

1. Product set-up: the subject is placed on the handheld rotary platform.
2. Marking angles: Pivot points are marked on the platform (e.g. every 10 degrees).
3. Manual rotation: The photographer manually rotates the platform to each marked point.
4. Taking pictures: After each rotation, the photographer manually triggers the camera shutter.

Although this process is more time-consuming, it can produce equally good results with the right care. Creating a 360 photo in this way is the optimal option for small businesses. It is also the go-to pass for 360 Product Photography for individual and unique items.

360 Product Photography Without a Rotating Platform

In some cases, especially for larger objects, it is possible to create 360 Product Photography without a platform:

1. Marking a circle: A circle around the product is marked on the floor.
2. Moving the camera: it moves around the product, taking pictures at equal intervals.
3. Using a tripod: For consistent height and distance, a tripod on wheels is often used.

This method is useful for large objects, such as furniture or cars, but requires a lot of precision and experience on the part of the photographer.

Equipment and Tools for Creating 360 Photos

To create high-quality 360 photos, you need the right equipment:

• Camera: or with remote release capability.
• Lens: Typically, medium focal length lenses (35-50mm) are used for natural aspect ratio reproduction.
• Rotating platform: Automatic or manual, depending on needs and budget.
• Lighting: Usually uses studio lights with softboxes for soft, even light.
• Background: Uniform, mostly or neutral, so as not to distract from the product.
• Tripod: A sturdy tripod is crucial to maintain consistency between shots.
• Software: To combine images into an interactive 360 presentation (e.g. WebRotate 360, Sirv, Arqspin).

Post-Production Process

After shooting, post-production is a key stage:

1. Image selection: Selection of the best shots from the series.
2. RAW processing: Basic correction of , and contrast.
3. Retouching: Removing imperfections, dust or unwanted reflections.
4. Cropping: Ensuring the product is centred in each image.
5. Combining 360 product photography: Using specialist software to create an interactive presentation.
6. Web optimisation: Reducing file size while maintaining quality.

How Do I Add a 360 Product Photography to an Online Shop?

To add a 360 product photography to an online shop page, it will require several steps:

1. Choosing a solution: You can either use ready-made plug-ins forthe platforms or implement your own solution.
2. Placing the code: Adding the relevant JavaScript and HTML code to the product page.
3. Loading optimisation: Applying techniques for faster page loading.
4. Testing: Check ing performance on different devices and browsers.

It is worth ensuring that the presentation is and works on both computers and mobile devices. Loading speed is also key – loading too slowly can put off potential customers.

360 Photos – Advantages

There are many advantages to using 360 photos in online shops:

• Increased purchase confidence: customers can view the product in detail, reducing the risk of disappointment when they receive their order.
• Reduced returns: With a better understanding of the product’s appearance and features, fewer customers choose to return.
• Higher conversion: Stores report an increase in conversion and average order value after the introduction of 360 images.
• Longer time on page: Customers spend more time on pages with 360 photos, which can have a positive impact on SEO.
• Standing out from the competition: A modern product presentation can be a competitive advantage.

360 Photos – Disadvantages

Despite its many advantages, the creation and implementation of 360 photos comes with some challenges:

• Cost: Professional hardware and software can be a significant investment.
• Time-consuming: The shooting and post-production process is more complex than for traditional images.
• Technical requirements: Implementation may require the support of an IT team.
• Limitations for some products: Not all products present themselves equally well in 360 format (e.g. flat objects).

Advanced Techniques for Creating 360 Photos

In addition to the basic methods, there are more advanced techniques for creating 360 photos:

360 Photos From Multiple Rows

This technique involves taking photos not only around the horizontal axis, but also at different heights:

1. Product positioning: the subject is placed on a rotating platform.
2. Multi-level shooting: The camera is positioned at different heights, performing full rotations at each level.
3. Comprehensive presentation: The result is that the product can be viewed not only from the sides, but also from above and below.

This method is particularly useful for products with a complex structure, such as shoes or bags.

360 Product Photography With Zoom Option

This technique allows users to zoom in on selected parts of the product:

1. High-resolution photos: Very high-resolution photos are taken.
2. Layer creation: The photos are processed in such a way as to allow smooth zooming without loss of quality.
3. Interface implementation: A user interface for zooming in and out is added.

This method is ideal for products with fine details, such as jewellery or electronics.

Optimisation of 360 Product Photography for E-Commerce

For a 360 Product Photography to be effective for e-commerce, optimisation is essential:

File Size Optimisation

1. : Use of image compression tools without significant loss of quality.
2. Progressive formats : Using formats like progressive JPEG that load gradually.
3. Optimisation for mobile devices: Creating smaller versions for smartphones and tablets.

Optimisation of Loading Speeds

1. Lazy loading: Loading images only when they are visible in the screen area.
2. Preloading: Preloading of the first few images for faster start-up.
3. CDN (Content Delivery Network): Use of CDN for faster delivery of images to users from different locations.