Web Design

Product photography: how good photos turn into sales

Maja Krajewska
14th March 2023
3 minute read

In digital marketing, a picture is worth a thousand user clicks. You’ve only got a few seconds to capture your customer’s attention, so it’s vital your products stand out.

What is product photography?

Product photography, also known as e-commerce photography, is as simple as it sounds: photography capturing products in a way that showcases their features and unique characteristics. In commercial photography, its goal is to boast a product or service’s best attributes and give customers a good idea of what they entail, in turn enticing them to buy it.


Product photography is one of the many key aspects of marketing if you’re a business selling a physical product, especially if you have an online store. Over 80% of online shoppers have said photos heavily influence whether they purchase a product, so it’s important to make sure the quality of the photos on your website are good and true to life.

The good news is you don’t necessarily need professional-grade cameras or fancy equipment to achieve good product photography. And if you’re wondering how you can maximise your business’ sales through product photography, you’ve come to the right place!

Here are a few ways:



Before starting, it’s important to make sure that you’ll be showing honest photos that are true to life. This will reflect exactly what your customers will be receiving and boosts your brand’s reputation. Make sure all the photos taken reflect what the product is in real life. Without accurate photography, sales of even your best products could suffer.


Lighting is arguably the most important aspect of product photography and depends on the overall feel you want your product to give. Let’s say you’re selling or renting property – you’ll want to show off as much of the property as possible, so a photo of a luxurious 3-bedroom house captured on an overcast day wouldn’t be the best idea. Instead, using soft, bright light and taking photos towards the sunlight with little shadow will show the best features.

A good example of taking advantage of natural light in product photography is this North East property agency’s website. On the contrary, if you’re a bar owner and sell dark liquor, you’d want to take a photo of a bottle of whiskey in front of a dark backdrop so the alcohol’s warmer colours are highlighted.

Range and context

People love options.

Showcasing 3 or more photos from different angles lets customers have a good look at the product they want to buy. Additionally, showing products in the context that they would be used brings them to life and entices potential customers to purchase them. Depending on the product, you could add certain props in your photo set to further communicate the message the product is giving (just make sure the props don’t become the focal point).

For example, if you’re selling a T-shirt, it helps to include a photo of someone wearing it with jewellery, and if you’re selling toys, it would be a good idea to show photos of them in use.


Consistent photos are a non-negotiable in persuading customers and building brand identity. Photos shot from the same set of angles, with the same camera settings and edited the same way will enhance your brand’s identity and boost brand recognition by allowing people to recognise the brand solely based off the photos of products. Before shooting any photos, you can create a mood board to help decide what your brand’s aesthetic will be and stick to it. This generally means the colour palette of the photos should be cohesive.


By no means does editing mean altering the appearance of your product to give off a false impression. Editing photos to make them look different from reality could lead to bad reviews and negative publicity. However, you can use simple editing techniques to remove photo backgrounds so the focus is on the product, combine multiple photos to create a 360° photograph, add shadows, or remove reflections. Editing is also useful for changing the size of a photo so it is fit for the social media platform it is going on. Facebook, Instagram and Twitter all have different image sizes that need to be adhered to if you want the whole image to be seen.

The bigger picture

The difference between a sale and a just another scroll on your website could very well be your photography. Whether it’s food, fashion or real estate, good product photography that creates a sense of desire has been proven to increase customer engagement. It’s vital that your photography is an honest representation of your products and is also aesthetically pleasing through consistency, range, context, and good lighting.

For more easy-to-apply tips to help your business thrive, refer to our other blog posts here

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