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For our website shop page, product images of the items we would be selling were needed. When creating product images, an appropriate background is "one of the most important keys to setting the tone of an image" (Thomas, 2013, p.102). 

One approach is to use location shooting, which is "best when the goal is to not only to showcase a product but the location as well." (Thomas, 2013, p.102). This suggested that a studio set-up would be best for my images as I didn't want to show the location as this could be distracting. Shooting the products against a neutral background will help me to ensure the focus remains on the product itself whilst creating a consistent look and feel across all the product images.

Inspiration

I decided the best course of action would be to look at product images on similar websites. I looked at three shops: Hobbycraft, Calder Art Supplies and The Art Shop Skipton. Each website presented all of its products against a white background. This non-distracting background shows the customers exactly what they'd be purchasing and looks professional. 

I admired the way Hobbycraft arranged its fabrics, as shown in Figure 1. Their layering composition is creative and visually appealing, allowing customers to view all the different fabrics in a bundle. In comparison, Calder Art Supplies' images, shown in Figure 2, were very uniform and minimal, with each item in the bundle having its own space. This made it easy for customers to see exactly what they would be purchasing. 

From studying these websites, I gained valuable insight into effective ways to showcase our products. By using a white background and considering creative ways to display our products, I can create visually appealing and professional product images that will attract potential customers. 

Chroma Key

Chroma-key involves placing a product in front of a coloured background that contrasts with the product's colour, whilst also avoiding a similar background colour to the colours of the product (Thomas, 2013, p.108).

To achieve the best results in chroma-key, it is important to use a background material that does not reflect light, therefore recommendations are given to avoid shiny surfaces and use a matte background to prevent reflected colour light leading to colour spill. This makes it challenging to separate the subject from the background, as the subject gets contaminated with the chroma-key colour (Thomas, 2013, p.110). However, you can also "use distance to avoid colour contamination" (Thomas, 2013, p.111). According to Thomas, "for small products, a minimum distance of about 4 feet should be maintained. Larger subjects may need from 8 to 10 feet". He goes on to suggest that "using a longer focal length will compress and flatten the background, allowing it to fill the frame and making for easier separations." (Thomas, 2013, p.111)

My Images

Based on my research, I decided to go with a white background for a professional look. This would also allow the use of the chroma-key technique if needed as the white background was a contrasting colour to most of the items, giving us more options if we decided to change the background colour. 

I shot with a Canon 5D Mark IV using a 24-70mm macro lens. I chose to connect the camera to the computer to "get instant feedback on exposure, colour, sharpness and composition" and see "the full-size image and actual RAW file histogram as opposed to the 8-bit JPEG image review that your camera LCD displays" (Thomas, 2013, p.248) This meant I would be able to see if anything needed changing due the higher detail. 

Test 1 - Reflection

Figure 4

The images shown in Figure 4 were the first round of tests I created. I decided to use a reflective base as this would help give the image some depth and not look flat. I sent this to my group whilst I was still in the studio and only one person was active at this time. Their feedback was they didn't like the reflection as it was distracting their focus and so took attention away from the product. However, this is what's known as a hero shot within product photography I feel that this is more suitable.

Test 2 - No Reflection

Figure 5

Following the feedback I received from the images in Figure 4, I swapped the reflective base for a matte white base as this would eliminate any reflections. The results are shown in Figure 5. Although this would also be ideal for utilising the chroma key technique as there would be no colour contamination from the reflection. 

The feedback I received from a member of the group stated they didn't like how flat the images now looked without the reflection and suggested I should try adding in some props.  

Test 3 - Props

Figure 6

I listened to the feedback I received and reshot the images as I wanted my group to have options for when they all came online. 

As shown in Figure 6, I added a foam circle behind the ink. However, I was not happy with how these turned out. I also made the mistake of using a reflective board for the top 3 images shown in Figure 6 and a matte board for the bottom 3 images shown in Figure 6. 

Once I sent these images, most of the group was now online, so I was able to get a wider range of feedback. In the end, the rest of the group preferred the images from the first test, shown in Figure 4 as the reflection helped the image not appear flat and caused minimal distraction.

However, I was still conscious of the one group member who wasn't a fan of these images and tried to create one more option. 

Test 4 - Lay Flat

Figure 7

I experimented with a lay-flat composition to give more options to choose from. However, I struggled with this, not only because I couldn't position myself high enough to photograph the products directly overhead, but I also couldn't keep the angle consistent.  

To improve this composition next time, I would use a lightbox to rectify my position above the products without casting any shadows and ensure the products are lit evenly like my experiments shown in Figure 7.

Post-Production

Figure 8

Using Adobe Photoshop, I opened the images and began to retouch the bottles. This was a time-consuming and tedious part of the process; however, it is an important part. It makes the image appear much more polished and the product look new. Whereas in the image on the left of Figure 8, the ink in the bottle looks very old and not very appealing to purchase. 

I used a feathered selection to make the edges as white as possible so that when the images are placed on the website, the edges would blend seamlessly into the background, as shown below in Figure 9.

Figure 9

Final Images

Overall, I am happy with the final professional look of the images. As I normally photograph portraits this was definitely a challenge for me however, I am glad I pushed myself out of my comfort zone and attempted this. 

Figure 10

Figure 11

Illustrations

Figure 1 - Hobbycraft. (2023) Webpage [Screenshot by Jodie Morley]. https://www.hobbycraft.co.uk/art-supplies/artist-paint/</p>

Figure 2 - Calder Art Supplies. (2023) Webpage [Screenshot by Jodie Morley]. https://www.calderartsupplies.co.uk/calder.php/dept/brush-accessories/cat/B01-BA1

Figure 3 - The Art Shop. (2023) Webpage [Screenshot by Jodie Morley]. https://www.calderartsupplies.co.uk/calder.php/dept/brush-accessories/cat/B01-BA1</p>

Figure 4 - Morley, J. (2023) Test 1 [jpeg].

Figure 5 - Morley, J. (2023) Test 2 [jpeg].

Figure 6 - Morley, J. (2023) Test 3 [jpeg].

Figure 7 - Morley, J. (2023) Test 4 [jpeg].

Figure 8 - Morley, J. (2023) Post Production [jpeg].

Figure 9 - Morley, J. (2023) Website Mockup [jpeg].

Figure 10 - Morley, J. (2023) Final Product Image 1  [jpeg].

Figure 11 - Morley, J. (2023) Final Product Image 2 [jpeg].

References

Thomas, J. D. The Art and Style of Product Photography, John Wiley & Sons, Incorporated, 2013. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hud/detail.action?docID=1582854