Photographs of your products or services are an invaluable tool to “sell” your business. With a few easy steps, you can help your business’ marketing.
- Photography is a skill most people are at least somewhat familiar with, and one that can be improved upon with practice and the correct equipment.
- No matter if your business is a restaurant, clothing store, barber shop, contracting service, or something else, think of the ways you can show your skills and products in their best light. Ensure that your images are promoting the best you have to offer to reinforce your brand1.
- Try to show customers what your product or service is and why they want to buy it2.
- Make sure that the images you use for your online and in-store marketing pieces are professional-looking3.
- Look for a stock image service. There are many free stock services that can be located with an internet search. There are also paid services if you can afford the costs and will need many graphics for a variety of marketing projects4.
- Hire a professional photographer to photograph your inventory or location, for instance. You probably won’t need to use a photographer regularly, so it may be worth it to hire one for certain marketing projects5.
If you want to try your hand at photographing your business yourself, here are a few steps to give you professional results.
What are Some Things I Should Think About?
Before taking any photos, review the following questions to figure out the best techniques for your shots6:
- What are the features of your product or service, and how can you show them to their best advantage?
- What are the uses of your product or service?
- What are the questions commonly asked by customers, and can those questions be answered with a photo?
Once you have a better understanding of what you hope to accomplish:
- Take a look at what other businesses in your industry are doing with photography. You’ll either want to emulate their style, or try something different7.
- You’ll learn the most about photography through trial and error, and figuring out what’s best for you and your product or service.
- Your photography tools are important, so do your research to find the best tools in your price range and level of experience.
- Keeping a consistent yet strong style for your images helps people associate your images with your company or product8.
- When lighting a product shot, you don’t need a complicated set-up, but rather a large window facing the “sunless” portion of the sky, and a reflector to bounce light9.
- If you’re selling a product, for instance, place it as close to the window as possible so that the window is to the right or left of the product. The closer you are to the window, the softer the light will be. Set your camera on a tripod for a more stable photo10.
- Think of the visual impact of your products. If you are a bakery, for instance, images of the cakes, cookies and your other specialties are appropriate, colorful and mouth-watering to your viewers11!
Choose Your Background
- Consider the use of a light texture in the background of your photo, but make sure your product is the center of attention. Diffuse light is better if you’re using a white, light or natural background. Try a white background to make the subject “pop” or use a dark background to create a high-end look12.
- In addition to shooting straight on and from a short distance, try using a close up shot or taking a photo at an angle, to add interest while still showcasing the product13.
Editing Your Photos14
- When editing photo files, make sure to keep the original intact in case you don’t like the changes.
- Don’t be afraid to crop the photo if your product looks too small or if there’s too much distraction in the photo.
- Try lightening the photo if details of the product are getting lost in the shadows.
Now that you’ve got your set up and techniques, you can use your photos in newsletters, emails, social media, blogs, flyers, and on your website15.
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Sources:
1, 8, 9, 10, 11. https://www.adorama.com/alc/using-photography-to-market-your-small-business
2, 6, 7, 12, 13, 14 https://99designs.com/blog/tips/product-photography-small-budget-tips/
3, 4, 5, 15. https://www.forafinancial.com/blog/marketing/make-your-small-business-picture-perfect/
*This article was originally published August 11, 2020.
