Fred Bertenstam

Fred Bertenstam

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Tailor images to product features

The most effective way to produce many images in a short time is usually to standardize the way we shoot. It is common that we decide, in advance, that we always take three images of all products. The consequence is that for some products we take far too many images and too few images for other products.

It would be great if you could tailor the need for image for a specific product but still maintain the efficiency of a standardized process. This is possible to achieve but it requires three things:

  1. Who determines the image needs?
  2. A flexible photo manner to choose from
  3. Order information and time is adequate

Who determines image needs?

It is common that the studio is responsible for determining images needs, all based on a strictly standardized photo manner that does not provide any flexibility. If it is an internal studio, they may have enough product and marketing knowledge to ensure that it becomes images that highlight the product’s characteristics but there is no guarantee.

It would be better if those who have the best product knowledge, along with those with the best market knowledge, can decide what types of images each individual product needs. For this to be possible, these people need a way to convey their wishes/requirements to the studio. They need a way of ordering product photography in a way that the studio can understand and act upon. Properly managed, this also allows companies to outsource all or part of the production to external studios.

A flexible photo manner to choose from

For product management and marketing operation to order images, a photo manner that describes how products can be photographed is needed. It should include different photo types, angles, formats, etc. I.e., anything that allows the client and studio to easily communicate with each other. For this to be possible, marketing- and/or product-managers must be given a simple interface through which to fulfil their order.

This photo manner should not be limited to a few variants, instead there should be many more options to choose from than what is used on each product, a bit like an ”a la carte” for image production. This manner needs to be developed by the studio together with marketing and product managers. This is needed to get images that best illustrate the features of the product, i.e., how to sell the product and minimize returns.

Information and time is adequate

Once the order is placed, the studio needs the time to plan and confirm the order and give an indication of when the work will be carried out. In addition, it may be the case that the product should be photographed in several different sessions and in different locations, e.g. first a pack shot and then an ”on location” photography and perhaps a model photography. It must therefore be possible to manage and plan several different photo orders for a single product.