Product photography is the style of taking product shots from different angles to fulfill a brand’s marketing and sales target. Product photography, a sub-category of commercial photography, encompasses a product, its features, benefits, characteristics, manufacturing/creating process, and how to use—informing and influencing potential buyers. There are 21 types of product photography that e-commerce product brands and online sellers use. The most popular types of product photography are e-commerce product photography, individual product photography, group shots, detail shots, pack shots, 360-degree, and ghost mannequins. 

High-quality product photos have proof of earning more traffic and sales. Professional product photographers prioritize product photography and photo editing to ensure high-quality photos. High-end product photos have proven to make marketing campaigns successful, earn traffic, generate sales, and reduce return rates for small, medium, and large businesses. 

What is Product Photography? 

Product photography refers to the application and art of taking product shots from different angles (front, back, top-down, and more) to earn more sales by highlighting and promoting products’ benefits and features on e-commerce platforms, social media, and other sales channels. Professionally taken product shots display products from different angles, show unique attributes, deliver a brand message, and convince viewers to buy them. 

A professional product photographer takes a variety of shots, including but not limited to hero images, detailed images, and lifestyle shots, to fulfill the brand’s selling target. Once the photo session ends, s/he prioritizes editing the product photos to stick to high-resolution and high-quality visuals that initiate engagement and conversion. Editing elevates the look and quality of product photos. 

What are the Types of Product Photography? 

The types of product photography include individual, group, close, detail, packshot, 360-degree photography, lifestyle, flat lay, ghost-mannequin, and so on. Each type of product photo has a different perspective and scalable results for businesses of all sizes. In a 2018 survey conducted by Salsify, it is reported that 60% of digital shoppers insist on seeing an average of 3-4 pictures before purchasing a product, while 13% require more than 4 images. Here is a list of the 21 most common product photography types. 

1. E-commerce product photography

E-commerce product photography is the type of photography used to take shots for Amazon, Etsy, eBay, Shopify, and other ecommerce platforms. E-commerce product images are categorized into Hero shots and Additional shots. 

1.1 Hero shot

A hero shot is the main photo of a product on a white (mostly) or neutral background on an e-commerce platform basis. This type of photo features a product with a charming and professional look and introduces and informs the customers of the product. 

1.2 Additional shot/item picture

Additional shots or item pictures are those that show a product’s additional information, which isn’t limited to side views, flat lay, 360-degree, lifestyle, product in action, group shots, model photos, and videos. During product listing, a product’s additional picture provides multiple views, demonstrating features and functionality that increase the likelihood of sales. 

2. Individual/single product photography

Single or individual product photography focuses on one item in a frame, often to provide an introduction about the product. Single-product photos are mostly used in e-commerce product listings, product catalogs, and online marketplaces.  

3. Group product photography

Group shots capture several products in one frame to promote product sets or bundles to encourage customers to purchase. It works well for apparel products, sportswear, beauty, and skincare products. 

4. Detail shot

A detail shot aims to capture product features from an angle that was otherwise difficult to see in individual or group shots. Examples of detail shots are fabric and stitches in clothing products, features of electronic products, and unique designs of perfume bottles that convince potential buyers of the craftsmanship and the product’s quality. 

5. Packshot photography/Package photography

Packshot photography emphasizes branding, labeling, functionality, and designing to inform audiences with an appealing & transparent look. Package photography is used mostly on consumer goods such as food, beverages, cosmetic items, and luxury items to market on social media and e-commerce websites.

6. 360-degree product photography

360-degree product photography is an interactive photo format that showcases products from multiple directions in one image by merging multiple angular shots. It evokes a stimulating experience among the users, leading to increased visitors and customer satisfaction. 360-degree photos are used in home appliances, cars, electronic items, fashion items, shoes, and clothing products.

7. Flat lay/Top-down product photography 

Flat lay is the way to shoot from above while the product is lying on a flat surface. This technique is effective for food, apparel, beauty products, and shoes to highlight product visuals and develop storytelling. 

8. Ghost mannequin product photography

Ghost mannequin is the photography technique to take shots of a product in an invisible body where the body is later removed. Also known as the invisible mannequin or neck joint product photography, it is mostly used in clothing products, sportswear, and activewear to create an illusion of a garment worn by an invisible human body, providing comprehensive visual information.

9. Lifestyle product photography

Showing products how people use them in real-life situations is the essence of lifestyle product photography. Such photos let users evaluate products’ effectiveness, increasing their desirability. Home appliances, apparel, beauty, and cosmetic products are mostly seen in lifestyle shots.

10. Hanging product photography

Products are given a floating look by hanging them with thread or clips. For example, earrings or clothing are photographed in this way, and the support item is edited out to create a 3D effect. Hanging photos offer a close realistic 3d view.

11. Collage shot

The collage shot aims to create one cohesive scene by merging several product photos. Collage pictures especially serve social media marketing purposes, highlight visual storytelling, and show product variety with creative presentation. 

12. Advertising shot for products

Advertising shots include social media images, or gif images producing a compelling look for products to serve commercial purposes. These shots include creative concepts, capture brands’ messages, and navigate the target audience to make purchases.

13. Action shot

Action shot intends to show products in motion, oftentimes including models. These types of images deliver excitement, motivate users, and involve them in using the product. Action shots are effective for sportswear, activewear, health-improving equipment, and automotive. 

14. Macro photography

Macro photography is to take product photos up close so the details, intricacy, design, features, and colors are obvious to the viewers, eliminating any confusion. Professional photographers use macro lenses to take close shots or macro shots. It is best suited for automotive, jewelry, clothing, and electronic gadgets among others. 

15. Scale shot photography

Scale shot photography shows dimension context. Product photographers demonstrate the measurement differences by using a reference item with the product, removing buyers’ dissatisfaction with product size.   

16. Comparative photography

Comparative photography aims to show differences in size, color, and product materials to the viewers and help them choose the best ones. This is a visual comparison technique to smartly convince viewers to choose the publisher’s products, such as fashion, luxury, and home decor products. 

17. Creative shot photography

Creative shot means taking product photos from angles that are innovative and artistic to look at with unique setups, unusual lighting, and unconventional combinations. This type of shot intrigues viewers to explore more about a brand. Luxury goods, fashion products, and handicraft items are mostly shot in creative settings. 

18. Process shots

Process shots illustrate the creation or preparation steps of a product. The journey from raw materials to the final product effectively engages interested viewers. They see the painstaking process of an artisan, the authenticity of the product and emotionally connect them with the final product.    

19. Feature shot

Feature shot foregrounds the product-specific feature, functionality, or attribute as a selling point and provides an in-depth view. Feature shots are well-lit and convey the product’s benefits, & quality. So, viewers understand the product better and choose to buy it. 

20. Wide shot photography

A wide shot is a long shot that captures an extensive view of products, such as furniture and cars, along with its background scene. The whole frame and the settings tell a story, resonate with viewers’ use of the product, and persuade them in their purchasing decisions. 

21. Low angle shot

Low-angle shots aim to capture a product from a lower point-of-view, create a dramatic event, and make it appear large, dominant, and authoritative. Technology products, high-end watches, jewelry, and branded items are displayed in this way by emphasizing style and dominance. 

Why is Product Photography Important? 

Product photography is important for increasing product appeal, convincing customers, building brand reputation, and generating profit. According to a 2023 research paper published on ResearchGate by Radosław Szulc and Katarzyna Musielak, titled Product Photography in Product Attractiveness Perception and E-commerce Customer Purchase Decisions, explains that the Shopper Experience Index study (Bazaarvoice, 2017) revealed that product photos can create a 111% increase in conversion and a 180% increase in revenue per visitor for top retailers and brands.

The fashion industry, food and beverage products, electronic items and gadgets, health and beauty products, automotive, and all types of large to small products benefit from commercial photography. The following are some of the key importance of product photography that are considered by industries of different sizes. 

• Importance of product photography in the fashion industry: Product image is essential to display style and features for apparel, footwear, and accessories (wristwatches, bags, and so forth). Based on the pictures published online, viewers check and compare the products and decide to buy.  

• Importance of product photos on beauty enhancement products: Intricating and artistic products rely heavily on product photos to capture details such as stones, designs, and materials. Enthusiast buyers look at the photos closely, which influences their purchasing decision.

• Importance of product photography in jewelry products: Intricating and artistic products rely heavily on product photos to capture details such as stones, designs, and materials. Enthusiast buyers look at the photos closely, which influences their purchasing decisions. 

• Importance of product photography on food and beverage: Product photography helps food, beverage, drinks, ingredients, and recipe businesses gain customers.  A 2022 article published in Snapperworkflow titled High-quality Food Photos Can Increase Orders on Restaurant Delivery Apps by 35% states how food photos visually appeal, increasing viewers’ cravings and the number of satisfied clients.

• Importance of product photography on electronic appliances and gadgets: Electronic product images showcasing intricate parts, detailed features, specifications, pricing, user guides, and brand information drive more sales. These images help users gain essential insights and accelerate their buying decisions.

• Importance of product photos on home improvement and renovation products: Home decor and home improvement product manufacturers and dealers take advantage of product photos by targeting people who look for optimal comfort. They show how their products are better, how comfortable, & easy to use and why they are trustworthy with professionally captured photos published online.

• Importance of product photos for the automotive industry: Automotive photography helps viewers by showcasing the exterior and interior features of cars, motorbikes, and other vehicles. It includes event photos, aerial shots, and specific features such as the dashboard, infotainment system, headlights, and vehicles captured at a 45-degree angle, enticing potential buyers to consider ownership.

Why is Product Photography Important for Marketing? 

Product photography is important for marketing because it impacts consumer perception and increases engagement around the brand. Online marketers publish product photos on various sales channels, such as social media, websites, and online marketplace. Through this process, they assemble and guide the target audience to the products’ store, making buyers learn more about products, variations, and the brand. Other importance of product photography for marketing are as follows.    

• Impacts on customers’ decisions

When making a purchase, digital buyers check images first. When the images are convincing, they check reviews and decide to buy. A 2011 survey published in Search Engine Land titled 60% of consumers more likely to consider or contact businesses with images in local search results emphasizes the importance of images for marketers to publicize a product.

• Creates brand awareness

Professional product photography uplifts the viewer’s perception of a brand, conveys the brand’s story, and forms consumer resonance. Viewers find that the brand’s product is helpful and feel curious to proceed further, making the marketer’s attempt a success.

• Boosts engagement

In a saturated market, consumers tend to swap products with competitors to find the best one. By demonstrating products, marketers pique potential buyers’ interest by contributing to engagement and traffic and navigating them to click add-to-cart. 

• Reinforces promotional activities

Product images alongside videos are highly effective during promotional activities on platforms similar to websites, social media, and PPC campaigns, in earning more visibility, traffic, and customer acquisition rate. 

Why is Product Photography Important for Business? 

Product photography is essential for businesses to create awareness, build brand identity, and drive conversion. Professional product photographs influence customers’ behavior & perception and impact sales volume. Some other reasons why businesses prioritize taking product photography are as follows.

• Positions brand strategically 

Striking images station businesses differently among competitors offering similar products. A 2024 blog by BusinessDasher titled 9 Importance of Product Photography Statistics in E-commerce states that product pages with photos receive 95% more organic traffic than those without. This is especially effective for businesses that strive to increase sales. 

• Builds business’ credibility 

Product photos work as a representative of a business and reflect its offering. Brands offering high-quality products have quality images. It fosters reliability, trust, returning clients, and increases sales.

• Enhances user experience 

Professional product photography adheres to the highest quality, and resolution and follows e-commerce guidelines for optimal visual assurance. It speaks to customers’ needs, satisfies them with offered features & benefits, navigating them to purchase. 

• Reduces product return rate

Quality photos display products online from every side in pristine condition and without discrepancies. Viewers get a clear view, understand its benefits, and make a purchase. So, businesses sell products that meet viewers’ needs, reducing the likelihood of return. 

What is the Impact of Product Photography on Sales? 

The impact of product photography on sales include an increase in sales, client satisfaction, and a reduction in product returns rate. The influence product images put on the target clients often go unnoticed, but not using them is detrimental to e-commerce growth.

On sales, product photos that show the product from all angles, its use cases, and how it comforts the user on multiple aspects. E-commerce sellers who prioritize images receive satisfactory responses. According to the Etsy buyer’s survey published on the Etsy website titled Why Product Photography is Important, it is reported 90% of shoppers mention photos as ‘extremely important’ or ‘very important’ when deciding to buy.

Product images let buyers understand the product better, feel confident about purchasing the product, which guarantee client satisfaction and nurture a positive experience about the brand. The entire experience decreases the product returns rate as a result.

What are Some Facts and Statistics about Product Photography? 

These are some facts and statistics about product photography.

• A 2022 report published in Slazzer titled Facts, Stats, and Impact of Product Photography on Modern E-commerce Buying Experience reports that 90% of internet consumers prioritize photo quality as a crucial element to purchase. 

• A 2024 article published in BusinessDasher headlined 9 Importance of Product Photography Statistics in Ecommerce reveals that high-quality product photos had a 94% higher conversion rate than low-quality photos. 

• According to a 2024 article published in Valuates Reports titled Global E-commerce Product Photography Market Insights, Forecast to 2030, the e-commerce product photography market size is projected to grow from $142.6 million in 2024 to $275.4 million by 2030.

How Important is Product Photography and Image Editing in E-commerce?

Product photography and image editing are extremely important in e-commerce, as they directly persuade customer purchase decisions. High-quality images enhance the online shopping experience, build trust, and provide a clearer understanding of the product. Studies show that well-executed product images significantly improve conversion rates and often determine whether a customer adds an item to their cart, making them key to driving sales and ensuring success in the competitive online marketplace.

Once the product photography session is complete, e-commerce product photographers collaborate with professional photo editing service providers to secure high-resolution, clear images and remove distractions or flaws. During photography post processing, a professional photo retoucher takes the raw image files and enhances them by adjusting color, contrast, and shadow exposure, sharpening the image, reducing noise, and eliminating distractions. 

The result is a set of polished, high-quality images that are visually appealing and align with the brand’s objectives. When published online, well-edited images load first when searched and grab viewers’ attention. Comprehending the influence of high-quality product photos, giant e-commerce platforms such as Amazon, eBay, Etsy, & Shopify have outlined product image guidelines as mentioned here.

E-commerce platform	Best size for e-commerce product images
Amazon	Image File format: JPEG, TIFF, PNGSize: 1600 pixels or larger to enable zoom functionalityAspect Ratio 1:1  Background: White The product must cover 85% of the frame.
eBay	File format: JPEG, PNG, BMP Size: Recommended 800 pixels on the longest side Aspect Ratio 4:3, 1:1 Background: Neutral background, product covering 80% of the image frame.
Etsy	File format: JPEG, PNG. Size: Recommended 3000 x 2250 pixels Aspect ratio 1:1, 4:3 Color: Not specified.
Shopify	File format: JPEG, PNG, GIF Size: 5000 x 5000 pixels (recommended) Aspect Ratio 1:1, 4:5 Color: White background

How does Product Photography Impact Return Rates? 

High-quality product photography minimizes return rates by removing viewers’ confusion. Good photos show product features well assuring buyers of product quality. A 2024 article published in BusinessDasher titled 9 Importance of Product Photography Statistics in E-commerce reveals that 22% of returns happen due to products looking different than real ones. Most returned online products are clothing, bags and accessories, and shoes. Contrary to that, businesses that use high-quality product photos have seen a boost in engagement.

Impact of low-quality photos	Impact of high-quality photos
Low engagement	Low engagement
Reduced traffic	Leads viewers to take action
Barely reach the CTA	Reduce return rates
Higher return rate	Increase repeat clients

What are the Strategies to Reduce Return Rate Through Product Photography? 

The strategies to reduce return rate through photography include taking pictures from multiple angles, showing lifestyle images through models, adding infographics and videos, publishing well-optimized content, and editing images during product listing. These strategies assure consumers that products are authentic, usable, and the right choice to order.  

1. Taking product shots from different angles: Displaying products from different directions minimizes viewers’ concerns and accelerates viewers’ decision-making process. Clarified views assure viewers of product quality and usability guarantee. 

2. Hiring appropriate models for the product: During product photography, assign product-appropriate models to show use cases. Models address customers’ necessity and help them envision using the products. 

3. Including infographic images: Infographic images such as data, statistics, facts, charts, and illustrations that influence customers with information. Adding infographic images with your product photos effectively engages audiences with e-commerce brands. 

4. Hiring professional e-commerce photo editing services: Professionally edited images adhere to e-commerce standards and brand guidelines, ensuring that the product’s color, texture, and variety are accurately portrayed. High-quality product photography encourages customers to engage with the product and provides a unique shopping experience. Whether you’re a photographer or a store owner working with a limited budget, leveraging professional photo editing services help you achieve the desired results. 

5. Using videos: Use interactive methods of images, such as 3d images and 360-degree videos, to increase products’ reliability. These types of photos give an immersive experience to the target audience, resulting in increased customer satisfaction and reduced return rates. 

6. Having well-optimized product listing: While listing, add well-written, keyword-included product descriptions with features and benefits. Post high-quality images; it is best to add multiple images from different perceptions. Include pricing and return policy so viewers can understand the product well. medium, and large businesses.