glossary 

The proportional relationship between an image’s width and height.

Adjusting color tones in images to create a consistent mood or visual style.

How elements are arranged within the frame to create visual interest. There are a lot of rules in composition to follow that determine how the mind perceive the photograph.

A photography technique that controls how much of the image is in focus.

A photography style that uses an overhead camera angle to display products on a flat surface.

A high-impact image of a product that convey a sense of power.

The configuration of lights used to shape the mood, highlight textures, or eliminate or enhance shadows.

Images showing the product in a real-life setting, helping customers imagine usage and trigger perceived ownership.

A visual planning tool used to establish the creative direction of a shoot, it includes examples, sketches, color palettes, props and inspirations. It should convey the overall mood of the production.

A straightforward photo of a product (often with packaging) used for e-commerce and ads. Most of the time is with a white background but gradients and solid color background are also becoming popular.

Professional commercial photography specific to showcasing products with the scope to sell to an audience.

Post-production editing to improve the product’s appearance and remove imperfections.

A pre-planned list of images and angles needed during a shoot.

A visually curated setup where the product is styled with props, textures, and lighting to intentionally deliver a specific message or emotion.

Using imagery to convey the story, values, or benefits behind a product.

Clean, distraction-free product photograph usually required by marketplaces and catalogues. It’s the ideal packshot.