Creating great product photography involves more than simply snapping a few shots of your products. To make images that truly resonate, it’s important to understand the Who, What, and Why behind every photograph. By keeping these elements in mind, you can craft visuals that capture your audience’s attention and elevate your brand.
The Who Behind your Photo
Who is your target audience? The answer shapes every aspect of your photo. For instance, if you’re shooting for a health-conscious audience, you might focus on vibrant, energizing scenes that emphasize natural elements. A product geared toward busy parents, on the other hand, might benefit from imagery that highlights convenience and practicality. Knowing your audience is essential to ensure your photos connect on a personal level. I often work with clients to identify these specifics, tailoring visuals to their ideal customers to ensure maximum impact.
Questions to think about:
Who is connecting with the imagery? Where are they in the world and in life? Why should they care about seeing this image? Who is in their circle of influence - are you targeting them too?
The What Behind your Photo
What story are you telling with this photo? This question goes beyond simply showcasing a product. Consider a beverage brand that wants to promote a healthy lifestyle. Instead of just photographing the bottle, you might capture it being enjoyed on a crisp fall hike, with warm sunlight filtering through the trees. This evokes a sense of well-being and adventure, which aligns with the brand's values. At Prospect Street Studio, I help clients look beyond the product itself, encouraging them to think about the story that will resonate with their audience and strengthen their brand.
Questions to think about:
Beyond your product - what are you taking a photo of?
What part of this photo connects with your target audience?
What story is your image telling?
What is the goal behind creating this image?
The Why Behind your Photo
Why are you creating this image? The Why is about slowing down and thinking about the message you want to convey. Like a painter, who carefully considers each brushstroke, taking time to create a lasting image can make all the difference. It’s easy to get caught up in the demands of social media, but when you have a deeper purpose—such as showing how your product can improve lives or solve a problem—the results are often far more powerful. I work with clients to uncover this purpose, guiding them to create imagery that isn’t just about filling a feed but about capturing something meaningful and enduring.
Questions to think about:
Why are you creating this image right now?
Why are you creating this image in general? Why should someone care about this photo?
When you’re ready to dive deeper into the Who, What, and Why of product photography, consider working with an expert who can help you clarify these elements. At Prospect Street Studio, I specialize in crafting tailored visual stories that speak to your brand’s unique voice and goals. To learn more, listen to my recent episode on Startup to Scale by Foodbevy, where I discuss how intentional product photography can be a game-changer for your brand.
Want to learn more about how to use your product photography as a sales tool? Connect with Carrington Crothers, Owner of Prospect Street Studio.
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