Direct Selling: Picture Perfect
5. Show your products clearly and accurately. Make sure the product always is the hero of your photography, not the props or the styling. Even though you want to build a desirable brand and communicate it through photography, the ultimate goal is to sell more products. Since the customer can’t pick it up and touch it, smell it, or taste it, the important aspects of the product always must be in focus and easy to see.
Attaining these goals will help you achieve the ultimate objective, which is an increase in sales.
Before You Snap the Shutter …
To get the desired results from your photography, you have to do some prep work. Here are some pointers to consider when preparing for a photo shoot:
Always hire a professional photographer, even though it might be tempting to save some money and shoot the photos yourself. The fact that you own a car doesn’t qualify you to be a NASCAR driver. Likewise, owning a digital camera doesn’t make you a good photographer.
Have a plan and stick with it. Clearly understand what makes your brand different, and decide in advance how you will communicate this concept with your photography. Meet with your photographer, art director and stylist first to agree on how to execute each photo. If everyone is on the same page before the photo shoot starts, everything will run more smoothly on set.
Work from an existing layout. Whenever possible, have the layout of your catalog or direct mail piece finished before you begin your photo shoot. This will help you decide which images are heroes, which direction the product needs to face and how multiple photos work together on a spread. You may consider having sketches of each photo on hand to indicate angle and props.