If you’re anything like most Americans, you probably just finished packing away the last of your Christmas decorations. (You know - that wreath that just doesn’t make the trip from the garage to the basement until just before 4th of July).
It seems like a no brainer that great marketing starts with fantastic photos, but time and again we work with clients who aren’t really sure what that means. White silhouetted product shots are a must if you’re putting together any sort of catalog or webstore. And for the most part, brands manage that hurtle early on. But photos showing true color, with great saturation in super high resolution seem to be a rarity rather than the rule. If building a great brand is tops on your list, do yourself a favor and buy an SLR camera with a 24mm--104mm zoom lens and get cracking. While smart phones have magnificent cameras these days they are no match for a professional lens and your photos will show the difference. Natural light either early in the day or closer to twilight will reveal the best color. Shoot RAW so you can preserve resolution and layers. Drape a sheet of white paper behind your product if silhouetted shots are what you’re after. This is a project you’ll need to work on consistently so you have a continuum of fresh images for marketing materials and social media.
When it comes to taking pictures of beauty products, I think none can be more challenging to photograph than good ole bar soap. There are many, pretty soaps on the market these days, created with beautiful shapes, textures, and intriguing ingredients. But at the end of the day it’s just a slice that sits in the palm of the hand, which can look a bit drab if not propped and lit well. And with that comes the temptation to over-prop to the point that the soap itself is no longer the subject of the photograph, rather just a bit player in a larger production.
Getting press is a great tool in a brand’s quest to maximize sales. And while press clips alone are the primary goal, capitalizing on those same press clips is paramount to making the most of the process.
In the wide world of shopping online, most of it occurs on the fly, from a smart phone or a tablet of one platform or another. It’s usually somewhat impulsive, and needs to be streamlined in order for it to be completed before the much reviled “abandoned shopping cart” syndrome occurs.