We can not ignore the fact that the global changes that have occurred as a result of Covid-19 have drastically affected the growth of e-commerce and social media, forcing companies to use new strategies for their brands so that they can adapt more quickly to new conditions and be successful.
Growing globalization and ubiquitous periods of lockdown, restrictions and social distancing have changed consumer shopping habits and shifted the focus to e-commerce.
Today, the ability to shop via a mobile device is a major factor in making of a purchase decision. The digital transformation of the business in turn imposed new requirements for the creation of product content , which directly affected the product images. The fact is that photographic trends are dynamic, just like the tides – they come and go.
But for now, we can safely say that they are strongly influenced and inspired by everything that happened in 2020 and are likely to continue to dominate not only this year but next.
Successful products that win the competition in 2021 are up to date with the latest visualization techniques and techniques, where images are one of the most important tools.
Short list of the top trends in product photography for 2021
Add a human-touched item
The presentation of contextual image products that design a personal connection is gaining momentum especially popular. Given the isolation over the past year, more and more people are looking for commitment, warmth and some kind of contact. Inserting a product component touched by a person in photos has the potential to tell whole stories in just one image.
Of course, a distinction must be made here with photography, which includes a professional model . The addition of a human element aims to emphasize the feeling of human presence and to emphasize certain moments in the use of the product and its purpose.
In most cases, only certain parts are used, such as the model’s arm, for example, but the focus should always be on the product.
Import natural elements
In recent years, environmental and health topics have become especially popular, which influences consumer thinking and shopping. There is a growing demand for products and packaging made from natural and safe ingredients. To emphasize these characteristics of their products most brands associate product images with nature.
This trend is not new, but in 2020 its increasing application was noticed. The use of natural elements (greenery, natural ingredients, textures) in product photography to increase even more this year.
The technique is especially suitable for product photography in cosmetics, in the food industry , packaging.
Natural, soft colors are preferred. The backgrounds are usually white, green, pink, milky brown. Emphasize the natural ingredients of the content, plant essences present in the formulas or fragrance.
Here are some examples of product images of famous brands in which the focus is on biodegradable and recyclable packaging.
Inserting a note of inspiration from nature can definitely set users in a positive direction , to evoke specific emotions and, accordingly, to influence sales growth.
Natural light and reflections
In 2021, we will increasingly see the use of natural light and the placement of a real mirror in the scene of the product shots. The reflection of the product in the mirror, an element of the decor or the sky taken under soft, natural light creates a feeling of depth and complexity in the frame.
Shapes, shadows, light come together in a mesmerizing way. They transport the viewer into a surreal atmosphere. We find a similar type of shots in the product photography of cosmetics, bathrooms, accessories (jewelry, glasses) and others.
Photo: NIK MIRUS
Photo: NIK MIRUS
Geometry and minimalism
Geometry and minimalism are the perfect combination for modern product photography. Fit and in our list of current trends for 2021. Elegant lines, geometric shapes and shapes. The compositions are clean and without unnecessary decoration.
Geometric, color or textouring figures (stone, piece of marble, cardboard) combined with lots of light add depth and perspective. Contrasting colors and shapes create more unusual photos and somehow a more luxurious atmosphere. Minimalist compositions focus much more on the product, while creating an attractive image.
Colored neon light
In 2021, the return of “ vaporwave” images – colored, neon, ghostly. The most common shades of this wool are bronze, gold, silver, blue, burgundy, lilac, etc.
Observations show that style not only enters, but even thrives . It is applied both in the product design itself, which is expressed mainly through the use of retro shades, and in the backgrounds of product images and web design of product pages.
Photo: maximeguyon brand: NIKE
Its brightest visual manifestations are in fonts, neons, pastel colors, gradients and abstract shapes.
The effect of colored neon light is to create flickering reflections, which usually occur when it is reflected in reflective surfaces. Neon lights create an aesthetic, futuristic, sometimes nostalgic mood in the image.
The use of shadows in product shots is not a new technique at all. The technique has been known for a long time, but it began to gain ground more strongly in 2019, gaining tangible popularity in 2020 and permanently establishing itself as a trend in product photography for 2021. >
In addition to inserting shadows on palm leaves, photographers often replay scenes that feature shadows, which throw the main characters – the products.
Such product images attract the viewer’s attention with the depth of textures or direct attention to the accent that the shadows aim to emphasize.
The shadow game has the ability to enhance the contrast in the image and at the same time provoke the audience . We often sense a certain drama in such shots. This technique enhances the image and can reveal the finer details of the products.
Bright and intense colors
Colors have the power to attract attention. They can also effectively complement and contrast with the company’s brand.
The purpose of using bright and vibrant colors is to help the product image stand out, stand out. Of course, the background bright colors were the focus in 2020, but as we know, every year Pantone announces” color of the year “, which inevitably influences design and photography decisions.
PANTONE 17-5104 Ultimate Gray + PANTONE 13-0647 Illuminating are the winning colors for 2021 . Pantone says that they have chosen these “two independent colors that combine at the same time to emphasize the different elements and at the same time perfectly complement each other.”
Снимка: TRENDY 2021 A color combination that is already reflected in many product aspects and parts of advertising. If we go back in time we will find that the warm yellow color and its shades are especially popular in visual culture.
The trend to use vibrant colors to create an exciting composition is growing more popular over time. One way for product photography to take advantage of its purpose it lies in experimenting with contrast.
Solid colors make the product stand out by distinguishing it from the background . It is known that saturated, bright colors create emotion in the viewer’s perception. For the past two years, bright citrus flowers have been particularly exciting and preferred in the choice of background in product photography.
As a trend 360-degree photography seems to be becoming more popular in most social media platforms and e-shops. Forecasts indicate that it will continue in the long run.
360-degree view technology gives retailers many advantages . to satisfy the interest of consumers and provide them with a unique experience when the product is presented through it. This is an advantage that certainly increases customer engagement and can definitely affect sales growth.
In 2021 product videos are becoming more accessible and attractive , especially for mobile users. Video is the second most used type of content on social media, helping to increase audience engagement . (HubSpot, 2020).
Overall, videos are a key part of any successful product photography strategy. 83% of video marketers say that video has helped them generate leads. (Wyzowl, 2020).
Videography is emerging as a trend that will continue to deepen viewers’ interest. Short format videos are quite sufficient, as an excellent demonstration, even of a complex product, such as a technical device that has many different functions.
The sound, the different scenes in the videos perfectly tell and enliven the stories . After all, today social media is a must in product strategies. They offer ideal conditions for video content distribution and are promoted much more effectively when shared on platforms, such as YouTube, Instagram, Tick Tok, Facebook, Twitter
If you want to provide exciting and attractive visual content for your products, combine the current trends in product photography , follow the news and don’t forget to look for the opinion of your clients.