What Is Packshot Photography – Definition

Key Features of Packshot Photography

Packshot photography is characterised by several distinctive features:

• Isolation of the product – the product is photographed against a uniform, usually white background
• High quality – images are sharp, well-lit and show even the smallest details
• Neutral lighting – diffuse light is used to avoid harsh shadows
• Precise framing – the product takes up most of the frame, but a small space is left around it
• Minimalism – additional elements that could distract from the product are avoided

Applications of Packshot Photography

This photographic technique is widely used in a variety of fields:

• E-commerce – product photo in online shops
• Product catalogues – printed and interactive offers
• Marketing materials – brochures, flyers, banners
• Packaging – images on product boxes and labels
• Social media – posts showcasing products onsocial media platforms

Frequently Asked Questions

Equipment and Techniques in Packshot Photography

For professional packshot photography, you need the right tools and skills:

The Necessary Equipment

• Camera – preferably a DSLR or mirrorless with manual settings
• Lenses – macro for small subjects, standard or telephoto lenses for larger ones
• Studio lighting – softboxes, flashes, LED panels
• Background – but also black or coloured as required
• Tripod – ensures stability and repeatability of shots
• Accessories – shadeless tables, diffusers, reflectors

Key Techniques

Professional packshot photographers use a range of techniques to get the best results:

• Correct exposure – balance between lights and shadows
• Depth of field – the correct aperture setting for a sharp image of the whole product
• White balance – accurate colour reproduction of the product
• Composition – correct positioning of the product in the frame
• Post-production – and image processing in graphic programmes

The Importance of Packshot Photography in Marketing

Packshot photography plays a key role in the marketing strategies of many companies. High-quality product images have a huge impact on customers’ purchasing decisions, especially in the context of online sales.

Impact on Sales

Professional packshot can significantly increase conversions in online shops. Here are a few reasons why:

• Building trust – high quality images increase the credibility of the retailer
• Reducing returns – an accurate representation of the product reduces the risk of customer disappointment
• Competitive advantage – better images make the offer stand out from the competition
• Consistent brand image – a consistent style of images builds a professional image of the company

The Process of Creating Packshot Photography

Creating professional packshots is a process consisting of several stages:

1. Preparation – cleaning the product, setting up the equipment
2. Composition – proper positioning of the product in the frame
3. Lighting – setting up the lamps for optimum effect
4. Shooting – taking a series of photos with different settings
5. Selection – choosing the best shots
6. Post-production – processing of images in a graphics programme
7. Optimisation – preparing files for various applications (web, print)

Challenges in Packshot Photography

Product photographers face a variety of challenges:

The Most Common Problems

• Reflections on shiny surfaces – difficult to avoid on metal or glass products
• Colour reproduction – especially important for textile products or cosmetics
• Depth of field – a challenge when photographing large subjects
• Consistency – maintaining a consistent style across a series of products
• Efficiency – the need to work quickly with a large number of products

Trends in Packshot Photography

Packshot photography, like any field, is subject to certain trends:

• Minimalism – simple, clean backgrounds are increasingly used
• Contextual shots – showing the product in a natural setting
• Animations – short videos or GIFs showing the product from different angles
• 360-degree photos – interactive presentations allowing the product to be viewed from all sides
• Natural light – moving away from typical studio lighting to a more natural effect

Some Tips for Packshot Beginners

If you want to try your hand at packshot photography, here are some tips:

• Invest in lighting – good light is the foundation of successful packshot photography
• Experiment with your camera settings – find the best parameters for different types of products
• Pay attention to details – clean products before the shoot, remove dust and fingerprints
• Use a tripod – to ensure stability and repeatability of shots
• Master the basics of post-production – learn about retouching and colour correction

Common Beginner Mistakes

Avoid these common pitfalls:

• Insufficient lighting – leads to grainy, blurry photos
• Incorrect white balance – results in unrealistic colours
• Depth of field too shallow – parts of the product may be out of focus
• Overexposed background – white background should be bright but not burnt out
• Neglect of post-production – even the best images need some processing

Specialisations in Packshot Photography

Within packshot photography, several specialisations can be distinguished:

• Jewellery photography – requires precision and the ability to work with small objects
• Clothing photography – often using mannequins or the ghost mannequin technique
• Food photography – requires speed and styling skills
• Electronics photography – glare on screens and housings is a challenge
• Cosmetics photography – rendering textures and colours is key

Legal Aspects of Packshot Photography

Packshot photography raises some legal issues:

• Copyright – packshot photographs are protected by copyright law
• Licences – define the scope of use of the images by the client
• Consent for use of image – in the case of photography with models
• Compliance with industry regulations – e.g. for photographs of medical products or foodstuffs

The Future of Packshot Photography

Packshot photography is constantly evolving, adapting to new technologies and market needs. Here are some of the developments:

• Automation – the development of systems to automatically photograph large quantities of products
• Artificial intelligence – using AI to optimise and retouch images
• Augmented reality (AR) – integration of packshot photography with AR technologies
• 3D photography – creating three-dimensional product models from photos
• Personalisation – adapting images to individual customer preferences

Packshot photography is a dynamic and important field that combines elements of art, technology and marketing. Its importance in the world of commerce and advertising is constantly growing, offering photographers many opportunities