I've been shooting products for brands for 8+ years now, I'm not the most experienced in the entire world, but I've also learned a lot about what makes a shoot run smoothly - this is everything I do before, during, and after my shoots.
1. Define The Brand Aesthetic
Before anything else, clarify the brand’s visual identity. Ask yourself:
- What emotions should the product evoke?
- What colors, tones, and styles align with the brand?
- What type of lighting best suits this product best (e.g., bright and airy, dark and moody)?
Creating a mood board with inspiration images can help set the tone and ensure consistency across all visuals. I typically like to use a mix of Instagram and Pinterest to create my mood board.
2. Plan Your Shot List
A well-thought-out shot list helps streamline the shoot and ensures you capture all the necessary images. Consider:
- Hero shots (primary marketing images)
- Lifestyle shots (product in use)
- Detail shots (close-ups showcasing texture and quality)
- Packaging shots (if applicable)
I get very specific with my shot lists. I will figure out everything the SOW needs and then create a list of exactly how many photos in each angle/lighting/backdrop that each product needs - As I continue the shoot, I sit and cross off each shot that I've gotten.
3. Choose the Right Background & Props
Your background and props should enhance—not distract from—your product.
- For minimalist branding, opt for clean, neutral backgrounds. (Think clean marble, solid colors, nothing busy)
- For a storytelling approach, use relevant props that complement the product. (Think about what would make sense to be around the product. Pair a mens watch with a glass of whiskey or pair a vegan protein bar with a nature setting or plants.)
- Experiment with textures like marble, wood, or fabric to add depth. (I'm a big fan of adding textures to product images, I think texture helps breathe "life" into an image. For a picture of a coffee cup I love to add the texture of a burlap sack or grain from the coffee beans.)
4. Prep Your Products
Nothing ruins a product shoot like fingerprints, dust, or damaged packaging. Before the shoot:
- Clean and polish products thoroughly.
- Have multiple product samples on hand in case of damage.
- Ensure packaging is pristine and free of wrinkles or dents.
I always request 2-3 the amount of products needed for the shoot just in case any get dirty, damaged, etc. Also if it is a product with reflective packaging or made of glass/metal I always say that whoever is touching the products should be wearing gloves the entire time.
5. Lighting Matters
Lighting can make or break your branding images.
- Natural Light: Ideal for a soft, authentic look.
- Artificial Light: Great for consistency, especially in studio settings.
- Reflectors & Diffusers: Help control shadows and highlights for a balanced shot.
6. Composition & Angles
Experiment with different angles to highlight the product’s best features.
- Flat lays work well for multiple products or lifestyle imagery.
- Close-up macro shots emphasize fine details.
- Straight-on or 45-degree angles showcase product dimensions effectively.
Remember, your photos should tell a story. Think about food photography in a restaurant—you want to capture the ambiance without distracting from the dish. A well-composed flat lay featuring the plated meal, a glass of wine, silverware, and maybe a hand reaching for something adds depth and context. The right angle brings everything together, creating a visually engaging and immersive scene.
7. Post-Production & Editing
Editing ties everything together, ensuring a polished final product.
- Adjust colors to match brand identity.
- Retouch any imperfections.
- Optimize images for web and social media without losing quality.
A well-executed product branding shoot does more than showcase your product—it tells a story, evokes emotion, and strengthens your brand’s identity. By carefully planning your shot list, styling your set, and mastering lighting and composition, you create images that connect with your audience and drive engagement.
Is it golden hour yet?
Andrew Fein
