We live in a world where electronic devices are ubiquitous . When we have to work in the office or at home, shop online or relax playing computer games, the tablet, laptop and desktop computer are the usual tools that can make it easier and more convenient for us.
But what about when we have to choose what computer hardware to buy?
If in the past consumers were limited in their choice of computer devices, today they can shop online, directly from where they are.
In order to be noticed, competitive and attract consumers online, manufacturers and leading brands in this field need good enough visual content.
When we buy a computer, we all have different requirements and purchase options and therefore product images must be well thought out and direct the attention of the consumer audience.
It is important to note that the presentation of laptops and desktops peripherals, components and accessories is not as easy compared to other goods, such as clothing or jewelry.
In this area, product images focus more on the design, some external features and elements, than on their specifications. Still, computer product photography is more important to brands in this area than ever.
Advertising image of a laptop by famous product and commercial photographer Alex Koloskov
When we talk about product photography on computers and computer peripherals, we must keep in mind that not all styles would be appropriate . This stems from the fact that the products range from small parts, such as fans, video cards to larger ones, such as desktops, laptops, monitors, printers – all with different dimensions and specific characteristics.
How many and what photos are needed?
The main direction of product photography in computers is aimed at presenting their elegant designs, ultra-thin shapes, versatility and practicality of peripherals, the number and type of inputs, outputs and of course, the application of all this in people’s daily lives.
In terms of the number of photos , it is important to give customers as many relevant perspectives as possible to present the features, application and environment in which the product is expected to be used.
Product images on a white background from different angles are most preferred for website and e-shop. And indeed, when we visit online any of the big brands we will be convinced that the concept of presenting a specific product includes several things.
They are :
- several images of the product, taken on a white background front, side, at a certain angle and top.
- a mandatory frame on the back or side where the jacks, inputs and outputs of the device are located.
In the case we will look at below, the object is a laptop from a multinational computer technology company Dell, where in the visual portfolio of the product, in addition to everything listed here, we find a frame showing what the laptop would look like when open and ready for use, as well as another extra when closed.
A detailed photo showing the user the keyboard and touchpad has also been added.
Of course, we should not miss the fact that each of the images on the brand’s website has a large enough resolution that allows users to scale the photo and take a closer look at everything that interests them.
Product images related to lifestyle in computers, find a place when the brand’s goal is to connect the product with the target user. In the business sector, the company will focus on presenting desktops, laptops and printers in the right environment. For example, an office
or directly in the field.
This type of image is usually included in websites to bring together products for a specific sector – business users, household, gamers, etc., which we also find on the Microsoft website.
In specialized commercial sites, where reviews of computer devices are published, we can often find shots that take us to the comfort of home.
These photos give a feeling, emphasize the convenience and make the customer make an association what would be his feeling and everyday life when he owns the product.
For maximum effect of product images on computers, it is appropriate to show all variants of a model. Of course, this can be done in many different ways.
One of the possibilities is to group all color varieties and include additional accessories to them.
Credit: Ian C. Bates / Wired
Another option can be by adding style and finesse with a human presence. One of the most common methods of applying scale is when someone uses the product or holds it in their hands.
Such an approach gives accurate and clear visual information to the buyer about the size of the product.
Lifestyle product frames are a great way to demonstrate specific features that distinguish a computer device. For example, if its screen is touch.
They are effective and answer questions related to product descriptions. Like this image in context, which clearly emphasizes the ultra-thin design and the buyer can see it with just one glance.
If this characteristic is essential and decisive in his choice of product, then he will be able to obtain the information even before he has reached the product description.
Lighting in photography is always key. In product photography on computers, photographers often encounter particularly reflective objects, which are one of the most difficult and challenging to work with light.
Diffusers and reflectors will be needed for proper light control and modeling . When it comes time to capture images in the studio, professional photographers try many options until they achieve the perfect position to avoid unpleasant reflections.
The most important thing to pay attention to in such situations is the position of the camera and what makes the surface reflect. When studio lighting is used, there are usually at least two light sources. One is key and the other is inserted as a backlight.
The trick is for the key light to illuminate the product from the front or slightly to the side, while the fill light should be directed to the opposite side. The light is scattered until a soft, even distribution is obtained without intrusive shadows and without any reflections.
To deal with the glossy reflective surface of monitors, such as laptop screens, photographers use the “Gradient Reflection” technique – gradual reflection on a glossy surface. The goal is to detect the entire reflection and cover it with a large light source.
With the rise of online communications, the demand for technological devices is also increasing. Companies designing, developing and selling consumer electronics and computer software are constantly offering innovative solutions and looking for profitable marketing strategies to reach their customers faster and generate sales.
Today, online businesses rely on compelling advertising messages that go hand in hand with product images.
How do famous brands work?
Let’s look at Apple.
A short slide was used to present your MacBook Pro. The moment the user opens the product page, the MacBook Pro invitingly opens in half and immediately activates his attention.
Separate animated visuals, infographics, screenshots, keyboards, and device cases have been used to emphasize its distinctive specifications, but they are computer-generated rather than created using traditional product photography methods.
Things look different when we click on the Mac for Business option. Product images showcase Apple’s technology devices in action.
Even before we read the descriptions, contextual product images eloquently give us information about the application of computer devices and the capabilities we would have if we had them.