How to Use Photography in Modern Advertising

Use photography to show your item to its best advantage.

Images sell products and services; there’s no doubt about that. However, photos used in advertising must show the item clearly and illuminate its best attributes. If you’re taking shots for an online auction, your website or even for print advertising, follow some general guidelines to get the best effect.

Things You'll Need

• Camera with high-resolution capability
• Lightbox for small items
• Portfolio

Instructions

1. Choose a camera that takes photographs in high resolution. If your client purchases one for their website, they will reduce the resolution but advertising images must have plenty of pixels to work with. Shoot all your photos in the highest resolution.

2. 

   Purchase or create your own lightbox for small items. Shadows often detract from a subject. A lightbox allows gentle illumination from all sides to bring out fine details. Shoot without a flash when using a lightbox.

3. Try a number of different angles when shooting your item. Depending upon the effect the client wants, you have a better chance of selling the shot when you can offer a few different perspectives. However, never send sub-standard shots to a client.

4. Find the best features on the product and capture them in the photograph. Position the item to show it to its best advantage.

5. Use props that add to the item’s appeal, not overshadow it. For instance, food items benefit from food-related props, such as a basket for bread or a simple plate for a sandwich and chips. Avoid using props with designs that detract from the subject.

6. Create a portfolio of your best work to encourage clients to hire you. It’s imperative to have both an online portfolio and a hard copy. Local clients will appreciate seeing a classy portfolio in an attractive binder and online clients can view your work from the comfort of their office. Include large prints in your hard copy portfolio.

Tips & Warnings

• Create a flattering website with details about you and your advertising photography experience. Since you want others to hire you for your ability to capture their items or services in photos, your website should look professional. Hire a website designer if you need help.