Today, when everything is at hand, consumers know that they can count on instant information to make a decision about their purchases.
The variety of products is huge and if you want to make a particular product or brand stand out from the crowd it is important to communicate with consumers in a memorable way.
Showing a clear idea of what your product can do for the customer is imperative to get their attention and their portfolio, but let’s not forget that half of the purchase process, whether online or offline, is hides in the first moment of the meeting – the pleasure of appearance – the label, design, packaging.
Proper packaging, with a special design is one of the most important factors for the sale and marketing of products. In addition, the right packaging encourages more customers and stimulates their interest in buying the product.
And if you want to be able to turn the viewer into a customer, you will need images not only on the inside – the product, but also on the outside – the packaging.
What is product photography on packaging?
The packaging business accounts for a large share of the industry In recent years, legal requirements and directives have required almost every product to be packaged and labeled. And to take advantage, brands and manufacturers have launched an offensive for fully customized packaging. Very often in a large part of the authenticity of the brand and the design of the designs of the packages are set product frames.
Take the following situation as an example. You randomly enter a site for household appliances or appliances. In addition to individual photos of the product, in many cases you will find at least one frame on the package.
Here is a picture of a box of PHILIPS vacuum cleaners, which clearly shows us what is inside. At a glance, we see what the vacuum cleaner looks like, what the whole set includes, as well as some detailed images that emphasize specific features of the appliance.
If we have to summarize, then in the design of the package we find product images from different angles, detailed photos and those from the specific point of view, which correspond to a certain side of the box.
Here it is important to note that when developing an effective concept at the very beginning of the process, you can plan the style of the product images, so that in the end you get enough useful shots to use for other purposes. related to product marketing and demonstration.
Let’s also look at some successful practices that not only reveal the product, but also help customers more easily establish contact with it.
On the Starbucks website we come across coffee capsules – part of the product range of the brand, which every consumer can order online or find in physical stores. In addition to a frame of the capsule itself, the product packaging is presented, demonstrating the contents of the box and the application of the capsule – a cup of ready-made coffee. For even more complete information, a frame has been added to the back of the box, which informs the viewer in detail what to expect from the product.
In the end, we come to the conclusion that with these few product images the brand perfectly reinforces its message to consumers.
We can’t ignore the impact of creative packaging on sales, but we also need to know the ways to emphasize product details – materials, textures, content – while capturing the “shell”.
In product photography of packaging, it is important to avoid impersonality, emphasizing individuality. It is necessary to create a mood that will make the customer identify the product with the packaging and at the same time attract him, to make the purchase easier.
Packaging is a relationship between the components, which complement each other and help to concentrate the thoughts, feelings and associations of the viewer. Therefore, product images on packaging should not be distracting. Must attract.
In recent years ethical and environmental issues have become a leading concept for responsible business. Veganism, organic and organic products are gaining more and more trust among consumers around the world. Consumer culture and consumption are becoming more conscious.
And with these trends consumers are spending more on products with recyclable materials and whose brands are showing concern for the environment. This in turn encouraged the development of innovative new packaging technologies and highlighted the growing need for product images on packaging to show all this.
Seeing that increased market awareness for sustainable packaging leads to the search for more environmentally friendly solutions, the Spanish juice producer Zumosol is moving from plastic packaging, to new, more natural and durable cardboard boxes that fit perfectly into his bio portfolio.
“The new carton has a natural look and clear environmental benefits, maintains organic values, provides exceptional shelf differentiation and strengthens the Zumosol brand’s commitment to sustainability.” LORA RUEDA, ZUMOSOL
Good packaging photos have the ability to stay in the minds of consumers for as long as possible. Therefore, they must be recognizable.
What techniques, techniques and tricks to use when capturing images on packages?
For online commerce purposes, it is important that each package is photographed on a white background.
Appropriate colors are selected for different marketing needs, which will both emphasize the packaging and be able to attract the attention of consumers.
Keep in mind that not every product looks attractive in its packaging.
For lifestyle product shots on packaging, it is best to combine the packaging with the product or the place that best suits its application.
Of course, organic, organic and vegan products should be presented in a more natural environment, with softer tones and more defocused backgrounds.
Photo: Brave New Hair
Images with a rich, dark, wooden or marble background always stand out and can make consumers looking for coffee, for example, associate it with its taste, intensity and richness.
The lighting depends on what subject will be photographed. In most cases, the packaging is taken in a product photography tent or in a studio where the lighting is controlled.
One of the main challenges you may face in product photography of packaging is transparent, reflective packaging, which can make the product indistinguishable. At such times, professionals often capture the package and product separately and combine them with Photoshop or other editing software.
To get rid of unwanted reflections when the surfaces are reflective you can put white screens all around the product. Sometimes a gradient reflector is also needed.
You also need to make sure that the subject does not have deep shadows or eye-catching accents.
It’s good to know that additional lighting enhances the texture and moisture of different textures and creates dark shadows to make the product look more exciting. The angle of the light should focus on the product. This allows the background to be illuminated sufficiently to provide a sense of place.
Lens and focal length
When capturing product images on packaging, all details and elements must be clearly visible.
To achieve this use the F18-F22 aperture. It is a good idea to have a macro lens to get maximum sharpness. With long lenses you will be able to keep the proportions. A lens with a 35-50 mm focal length can be useful when shooting at an angle.
“Smart consumer goods companies know their brands and their consumers up close.” This is also required by creative packaging designers and good product photographers. While developing the visual ‘feel’ of brand packaging, they must have an equally intimate knowledge of the brand, brand competition and the target consumer.
All elements must remain within the “character of the brand.” – says Terry Campbell, creative leader at Teri Studios (www.terishootsfood.com) and former photographer of the internal creative group of Procter & Gamble.