Advertising photo props are objects used during the course of anadvertisement to emphasise the nature of a product, service or brand.
Their purpose is to create the right visual context to make the ad more attractive and memorable. They add depth to images and make them more compelling to the viewer.
In practice, advertising props can be both neutral and story-building elements around the product being photographed. They are often everyday objects, decorations or even specially designed accessories. Their choice depends on the industry, the style of the campaign and the effect we want to achieve.
Props play a role not only aesthetically, but also practically. They can facilitate the positioning of a product, emphasise its functionality or indicate its use. Well-chosen props increase the effectiveness of the advertising message and make the photos more authentic.
3 common mistakes when choosing props
- Too many props
- Mismatch with the product
- Use of low-quality props
Excessive extras can overwhelm the product and make it less visible. Minimalism in advertising photography often works better than overdoing it. It is worth limiting the number of props to those that really support the message.
Another mistake is a lack of consistency between props and product. For example, a modern smartwatch photographed against old-fashioned props can look unnatural. Stylistic fit is crucial to the credibility of the ad. This is similar to how brandbook rules ensure consistency in branding.
A final common problem is low-quality props. If the extras look cheap or damaged, this negatively affects the perception of the entire shoot. High-quality props build a professional brand image.
the 5 most popular props in advertising photography
- Neutral photographic backgrounds
- Elements of nature
- Kitchen props
- Office accessories
- Seasonal decorations
Neutral backgrounds are a staple of many advertising shoots, as they help to focus attention on the product. These can be white, black or coloured backdrops, which are easily adapted to the nature of the campaign. Simple often exposes the product best. If you want to learn more, check out this photo background guide.
Elements of nature, such as flowers or wood, give the images an authenticity and freshness. They are used particularly in adverts for , food or organic brands. Natural props create positive associations.
Kitchen props are the basis of gastronomic photography. They make food look more appetising and realistic. Culinary accessories increase the appeal of . This is especially true in food photography, where props can make or break the shot.
Office accessories, such as pens, notepads or laptops, are often used in advertisements for business services. They emphasise the professionalism and modern character of the brand. Office props work well in B2B campaigns.
Seasonal ornaments, such as Christmas decorations, allow you to match your images to your marketing calendar. They make campaigns more topical and engaging. Seasonal props increase the effectiveness of seasonal ads.
7 proven ways to use props
- Highlight product functionality
- Create cohesive compositions
- Experiment with colours
- Use light and shadows
- Match props to the target group
- Change props according to the season
- Take inspiration from social media trends
Props can show how a product works in practice. For example, a coffee cup next to a book suggests relaxation and a laptop on a desk suggests work. Props tell a story around a product. This is closely related to storytelling in advertising.
The composition of the photo should be thoughtful and coherent. Props must support the product, not compete with it. When well planned, it increases the attractiveness of the photo.
The colours of the props can contrast with the product or form a harmonious whole. It is worth testing different combinations to find the best solution. The colour scheme strongly influences the viewer’s emotions.
Light and shadows can be used to emphasise the texture of the props and product. They make photographs more dynamic. The play of light increases visual appeal.
Props should be tailored to the audience’s taste. Products for young people can be photographed with dynamic, colourful props, while those for business can be photographed with elegant and minimalist props. Matching props increases the effectiveness of advertising.
Changing props according to the season makes campaigns more topical and engaging. For example, lights can be used in winter and beach elements in summer. The seasonality of props supports the marketing calendar.
Keeping an eye on social media trends allows you to create photos that are trending and willingly shared. Inspiration from Instagram or TikTok can help create modern campaigns. Online trends influence the popularity of advertising photos. For instance, making money on TikTok often relies on visually appealing props in videos.
