An Overview of PRODUCT photography & PAGE design concepts

PRODUCT
Focusing the eye of the customer

1. Size

Key to visual IDENTIFICATION and SALES of product
Bigger is better

2. Background

Crucial to the POPPING of the product

Example:

a. Color  CONTRAST that COMPLIMENTS

Red appears more brilliant against a black background and somewhat duller against the white. With orange, the red is lifeless. With blue-green, it’s brilliant.

The red square also appears larger on black than on the other background colors.

b. Set Design SIMPLIFICATION in MOST categories

Product shots – clean and textured sweeps, surfaces and silhouettes

Room shots – product in-use photos set a mood

c. Propping SELECTIVE use of ATTENTION GRABBING props

Used for function, scale, mood, or to call attention to product

3. Position/Angle

SELECTIVE use on tabletop, whimsical items
Slants and camera angles add interest, eliminate dated look.

4. Focus

STRENGTHENS the overall product presentation when used correctly

BACKGROUNDS – soft focus brings product more forward

PRODUCT -- Selective or creative focus provides product interest and dimension

PAGE DESIGN
Avoiding clutter

1. White Space

Used SELECTIVELY to draw attention to page elements

a. COPY readability is INCREASED

b. PHOTO receives MORE attention

c. SKU choices are Inset as SILOS in the PANEL

d. Allows REST for the EYE – ability to focus

2. Font Selection

For READABILITY, CONSISTENCY and STYLE

a. Body Copy  CLEAN easy to read

UPDATED font choices

b. Item Name and Order Numbers are BOLD for ease of location

c. Ordering information (WEB address, FAX, Phone numbers) consistently placed

d. Headlines CONSIST with brand but allow CREATIVITY (2-5 choices)

e. Point Sizes/Leading to FIT pages, CALL OUT feature words