The Beginner‘s Guide to Product Photography [Tutorial + Examples]

They say a picture is worth a thousand words—and when it comes to ecommerce, that couldn‘t be more true. In fact, studies show that 75% of online shoppers rely on product photos when deciding on a potential purchase. And 22% of returns occur because the product looks different in person than in the photos.

Bottom line: investing in high-quality product photography is critical for ecommerce success. But for many online retailers, the prospect of a complicated and expensive photoshoot is daunting.

The good news is, with a few key pieces of equipment and some basic techniques, anyone can capture beautiful product photos that convert shoppers into buyers. In this guide, I‘ll share my top tips and behind-the-scenes insights as a professional product photographer.

Whether you‘re just starting out or looking to uplevel your product photography game, read on to learn:

The essential gear you need (at any budget)
How to set up a DIY product photoshoot at home
Foolproof tips for shooting specific product types
Editing secrets to make your photos pop
Real-world examples & case studies

By the end of this post, you‘ll be armed with everything you need to start capturing stunning, sales-driving product photos. Let‘s dive in!

Product Photography Equipment for Every Budget

While there‘s no one-size-fits-all product photography setup, these are the basic pieces of equipment I recommend:

Camera

When it comes to cameras, you have three main options:

Smartphone: Most newer smartphones have great cameras that can capture high-quality product photos, especially when paired with good lighting. Models like the iPhone 12 Pro, Samsung Galaxy S21 Ultra, and Google Pixel 5 are solid choices.
Point-and-shoot: An affordable point-and-shoot camera offers more control and customization than a phone. Look for models with manual modes and RAW capability like the Sony RX100 VII or Canon PowerShot G7 X Mark III.
DSLR: A DSLR camera will give you the most professional results and flexibility. An entry-level option like the Nikon D3500 or Canon EOS Rebel T8i is a great place to start. As you advance, consider full-frame models like the Nikon D850 or Canon EOS 5D Mark IV.

Lenses

If you opt for a DSLR camera, you‘ll also need to invest in a lens. For product photography, I recommend:

50mm prime lens: Also known as a "nifty fifty," a 50mm lens is very versatile and great for shooting small to medium products and detail shots. Models like the Canon EF 50mm f/1.8 or Nikon 50mm f/1.8G are affordable options.
Macro lens: A dedicated macro lens like the Canon EF 100mm f/2.8L or Nikon AF-S VR Micro-NIKKOR 105mm f/2.8G will allow you to capture extreme close-ups showing texture and detail. They‘re pricier, but worth the investment if you shoot a lot of small products.

Lighting

The right lighting setup is key for making your products look their best. Some options:

Natural window light: If you‘re on a tight budget, you can start out using window light. Place your product near a large window with sheer curtains to diffuse the light. Avoid direct harsh sunlight.
Continuous lights: Continuous LED lights provide steady, consistent lighting and are available in affordable kits on Amazon. Look for a set with two lights minimum, light stands, and softboxes to soften shadows.
Strobe/flash: If you want to freeze motion or overpower ambient light, go with an off-camera flash system. You can start with a basic monolight like the Godox AD200 or Flashpoint eVOLV 200 with a softbox. More advanced setups might include multiple strobes and modifiers.

Modifiers

Light modifiers like softboxes, diffusers, and reflectors help sculpt the light and minimize shadows. Some of my go-tos:

5-in-1 reflector: An inexpensive collapsible reflector with white, silver, and gold sides is very handy for bouncing light back onto the product.
White foam board: Simple white foam boards can be used as a backdrop or propped up to fill in shadows on either side of the product.
Diffusion panel: A scrim or diffusion panel placed between the light and the product will soften the light for a more flattering look.

Tripod

A sturdy tripod is essential for reducing camera shake and capturing sharp photos, especially in low light. Any basic tripod from Amazon will do the trick. If you‘re using a smartphone, pick up an inexpensive phone mount tripod adapter.

Backdrop & props

For a clean, professional look, you‘ll need a white seamless paper backdrop. You can get a white sweep or roll of craft paper online or at a local craft store. As you expand, consider adding different colored backdrops and props like acrylic risers or faux wood surfaces.

Setting Up Your Home Product Photography Studio

With your gear in hand, it‘s time to set up your very own product photography studio. Here‘s how to do it:

Choose your shooting space. Find a room or area in your home with good natural light (if you‘re using window light) and enough space to set up your backdrop, product, lights, and tripod. A spare bedroom, home office, or even a corner of your living room can work.
Set up your backdrop. If you‘re using a sweep, secure the top to a backdrop stand, C-stand, or even a flat wall using tape or clamps. Place a table in front of the sweep, making sure it‘s not visible in the frame. If you‘re using a flat foam board, prop it up against a wall or above a table.
Place your product. Position your product in the center of the backdrop, leaving some space around all sides. If needed, use clear acrylic risers, mounting putty, or fishing line to secure the product in place.
Set up your lighting. For continuous LED lights, place your main (key) light slightly above and to the left or right of the product at a 45 degree angle. Place your fill light on the opposite side and slightly above as well, but farther back and at a lower power than the key. For window light, position your setup near a large natural light source. Use a diffusor or sheer curtain to soften direct sunlight.
Add modifiers. To bounce light back into shadows and reduce contrast, place a 5-in-1 reflector or white foam board opposite your main light source. Start with it in the silver or white position. You can also try a white reflector above the product to fill in shadows underneath.
Mount your camera. Secure your camera or phone to your tripod and position it slightly above the product, angled down at a 45 degree angle. The key is to have the camera parallel to the product for accurate perspective.
Adjust camera settings. Put your camera in manual mode (usually M on the dial). Set your aperture (f-stop) to f/11 for good depth of field, your ISO to the lowest setting (to minimize noise), and your shutter speed to whatever results in a proper exposure (not too bright or dark). If using continuous lights, start at 1/100 and adjust from there.
Take a test shot and review. Once your first product is in place, take a test shot and review it on your camera‘s LCD screen or computer monitor. Look out for any distracting shadows, blown-out highlights, or focus issues. Adjust your lighting, camera settings, and product positioning as needed.

With this basic setup, you‘ll be well on your way to capturing professional-looking product photos. Of course, every product is different and may require some tweaking, but this is a solid starting point.

Tips for Shooting Different Product Types

Now let‘s dive into some tips and tricks for photographing specific types of products:

Clothing & Apparel

Use a mannequin or live model to show fit and scale
Steam or iron garments before shooting to remove wrinkles
Stuff loose-fitting clothing with tissue paper to fill it out
Clip the back of tops and dresses with binder clips for a closer fit
Rotate the garment to show front, back, and detail views

Shoes

Stuff the toe boxes with tissue paper to maintain shape
Use a clear acrylic riser to slightly elevate heels
Capture top-down, side, and 45 degree angle views
Show special features like treads, materials and insoles

Jewelry

Use a macro lens to capture intricate details and textures
Place fine jewelry on a velvet bust or draped fabric for a luxe look
Include a common item like a coin or pencil for scale
Try an angled acrylic riser to add dimension and show undersides
Adjust lighting to show interesting light refraction

Cosmetics & Beauty Products

Remove any dust, fingerprints or imperfections before shooting
Use acrylic risers to add height and dimension
Include swatches, open compacts, and applicators to show color/texture
Create flattering shadows and highlights on bottles and tubes
Try a colored seamless backdrop in your brand colors

Large Items (Furniture, Equipment)

Use a wide angle lens to fit the entire item in frame
Show the product in a real-life setting if possible (styled room set)
Light from the sides to accentuate edges and shapes
Capture detail shots of joints, hardware, controls, etc.
Include a person in some shots for scale

Remember, for all product types, you‘ll want a variety of shots including:

Front, side, back, and angled views
Close-ups of key features, labels, and textures
Open, closed, and deconstructed states if applicable
Photos showing scale and how the product is used
Variations of the product in different colors or sizes

After your photoshoot, be sure to review all the images and narrow them down to the best ones that showcase the product clearly and attractively. You can do some basic editing in a tool like Adobe Lightroom, Photoshop, or even mobile apps like Snapseed or VSCO.

Editing Tips to Enhance Your Product Photos

Once you‘ve captured your product shots, some editing can really bring them to life. Here are my top editing tips for making your photos pop:

Crop and straighten. Use the crop and rotate tools to straighten horizons and remove any excess space around the product. A tighter crop generally works better for web.
Adjust white balance. If your image has an unwanted color cast, use the white balance tool to neutralize it and make the whites a true bright white.
Perfect the exposure. Adjust the exposure slider to make sure the overall image brightness is not too dim or blown out. Aim to keep some bright highlights and dark shadows for dimension.
Boost contrast. Adding a bit of contrast will help your product stand out and look more dynamic. Be careful not to overdo it or you‘ll lose detail.
Add vibrance. The vibrance adjustment is a great way to make colors pop without oversaturating skin tones. A little goes a long way!
Sharpen key details. Use the sharpen tool carefully to bring out important textures and details, but don‘t make the effect noticeable.
Remove blemishes. The spot removal and healing brush tools are perfect for eliminating dust spots, scratch marks, or other imperfections on the item or backdrop. Zoom in and remove them individually.
Don‘t overdo it. Remember, the goal is to enhance the photo and show the product accurately. Avoid extreme editing or filters that change the look of the item. Always refer back to the original for comparison.

Real-World Examples & Case Studies

Now that you have the technical knowledge, let‘s look at some examples of excellent product photography in action:

Mellow Cosmetics

This cruelty-free beauty brand has a gorgeous website showcasing their colorful products. They use clean white backdrops mixed with real-life styled photos for variety. The close-ups of textures and swatches are particularly stunning.

What they do well:

Clear, bright photos shot from multiple angles
Styled photos showing the products in use
Closeups highlighting textures, shimmers, and shades
Consistent editing and alignments page to page

Larq

This self-cleaning water bottle brand has an impactful product page with a variety of photos that tell a story. From hero images on a white background, to detailed feature breakdowns, to aspirational lifestyle photos, they cover all their bases for an effective shopping experience.

What they do well:

Detailed photos breaking down product features
Lifestyle images inspiring how the product fits into customers‘ lives
Visual consistency across all formats (web, social, email)
Clear CTAs and purchase paths from photos

Mahabis

This modern slipper brand keeps their product photography clean and simple for a luxury feel. The use of models and closeups shows the quality and versatility of the slippers, enticing customers to buy.

What they do well:

Elegant use of models to show fit and sizing
Detail shots of premium materials and construction
Tight crops and alignments page to page
Strategic use of negative space for an elevated look

Expert Insights: Advice from the Pros

To round out your product photography education, I asked a few of my fellow professional shooters to share their top tips:

"Always focus on benefits over features. A great product photo doesn‘t just show what the product looks like; it demonstrates how it improves the customer‘s life. Think about the end result the buyer is really after." – Ryan Stewart, LSTUDIO Photography

"I tell all my clients to invest in a stylist, even if it‘s a friend or employee with a good eye. Having someone who knows how to make products look their best through propping, arranging and tweaking can really elevate the quality of your shots." – Melissa Evans, Retail Details Studio

"The secret to great photos is great lighting, period. You could have the most expensive camera and fanciest backdrop, but if your lighting is unflattering, your photos will fall flat. Learn the fundamentals and don‘t be afraid to experiment." – Derrick Pearson, FOTO Studio

Go Forth & Shoot!

There you have it—everything you need to start capturing scroll-stopping, sales-driving product photos for your ecommerce store. With a little practice and patience, you‘ll be amazed at the quality you can achieve on any budget.

Remember, your goal with product photography should always be to clearly showcase your items while telling a compelling story about how they benefit the buyer. Putting yourself in the customer‘s shoes is key to creating photos that connect and convert.

Now that you‘re armed with expert knowledge, go forth and shoot! Grab your camera, gather your tools, and start capturing beautiful images that take your ecommerce game to the next level. Your customers (and bottom line) will thank you.

The Beginner‘s Guide to Product Photography [Tutorial + Examples]