Take Better Photos, Make More Money By Michelle Megna
July 10, 2007
With all the tasks associated with selling online, it's easy to dismiss how important product photography is and how much it can affect sales. In fact, Jim Miotke, president of BetterPhoto.com, cites research that says 83 percent of eBay shoppers skip listings without images, while sites with galleries get 15 percent more activity and those with so-called super-size photos show a 24 percent spike in sales.
But you don't have to be an avid shutter-bug to take compelling pictures of your merchandise. All you need are a few basic tips and you can show case your wares with engaging images. At eBay Live 2007, Miotke held a product shot seminar and did an excellent job of providing practical advice for auctioneers and Web shop owners who want to improve the quality of their online images. Here are highlights that should help you, well, take better photos.
Composition: When setting up your shots, it's important to think about three factors: placement of the object, contrasting background and lighting. The item should be photographed in a way that the eye is not distracted by surroundings, such as furniture or household clutter, so it's easy to see what is being sold. You want a simple shot with the object shown large and centered. Also, the background should contrast so as to show off the item, with white or black depending on the object. Finally, lighting should be taken into account, which we will be detailed later, but in general, the softer the light, the better.
Miotke recommends using seamless white or black paper found at local craft or hardware stores on four-foot rolls for your backdrop to make your image pop. "This will instantly transform the quality of your picture 100-fold," said Miotke. You simply pull out as much paper as it takes to fill your background and tape it so it fills the background and drapes out in front of the product and drops to the floor.
Camera Settings: In regard to camera settings, Miotke said for product shots, a 2-megapixel camera is sufficient. "Set the camera to JPEG and choose a high quality dimension and you're fine," he said. "Low pixel dimensions are OK, but low quality and high compression, isn't." He recommends turning off the automatic flash, setting the white balance to daylight or shade and choosing a low ISO number with the camera mounted on a tripod for best results.
If you're shooting something multi-faceted, such as rhinestones, he suggests using manual focus to set the aperture in "a mode," and choosing a high "F stop number such as F22 or F23 to get a greater amount of the object in focus."
Shooting Techniques: For the best impression, Miotke said, "My number one overall tip is to move closer!" Take close-up shots of your items, to capture the details, and be sure to take many pictures from different angles. Most cameras come with a macro mode for close up shots, and this can be used to take shots of details in your merchandise.
For instance, if you're shooting a teacup, take a close-up of the pattern on macro, in addition to regular close-up shots of the bottom of the cup, and several from above and right and left angles. If you're uncertain what to zoom in on, take shots of what you think are the most interesting features of your item. Miotke says to put yourself in the customer's shoes: What questions might you have about the product? What would sell the item?
To show the scale of an item, put another object, such as coin, next to it. If you want to avoid blur, turn on the camera, zoom in on the object and watch the LCD screen to make sure you don't get too close for a tight focus.
He also advises that you photograph any chips or flaws in the product for full disclosure, saying shoppers appreciate having as much information as possible up front since they can't physically inspect it themselves.
Not only do close-up shots, both micro and standard, show off your item in a compelling way, it's more efficient. "If you zoom in at the time of the shooting, it saves you from having to edit and crop later," said Miotke.
Lighting: Though it may seem convenient, it's best to avoid using the automated flash setting. If you can photograph outside, natural light is best, or if you can set up a mini-studio in a room or garage, you can control the lighting with diffusers. A good tip is to place your indoor backdrop near a window or door with natural light flow. To avoid shadows, without buying diffusers, Miotke said putting a Post-It note over the top of your camera's flash actually works. He said you can even just block your flash loosely with your hand. For small objects, try shooting from a low angle.
Another way to avoid shadows and maximize the lighting of your photos is by using reflectors. A block of white foam core placed off to the side of your object will bounce the light and remove the shadows. This can be achieved by experimenting a bit with the placement of the foam core. For reflective items such as silver plates or jewelry, use black foam core.
Focusing: Using a tripod may seem like overkill, but it will actually save you time because you can avoid blurry shots caused by jiggling the camera. However, in this case, according to Miotke, it's prudent to buy one in the mid-price range, as opposed to the least expensive models. "The cheap ones are hard to maneuver and set up, they're rickety, so that defeats any advantage." He recommends using a self-timer or remote shutter release with a tripod.
Recommended Cameras: Though choosing the right camera will depend on your skill level, budget and the type of items you photograph, Miotke said if you want a point-and-shoot model for up to $300, the Nikon P4 Cool Pix and Canon SureShot models should suit your needs. For ease of use, he advises finding cameras with turn dials for controls, as opposed to menus that take lots of scrolling in a tiny interface.
Michelle Megna is managing edtior of ECommerce-Guide.com.
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