Photography Trends for Small Business Marketing

This article highlights the importance of high-quality product photography for small businesses and suggests some photography trends for 2023. Here's the summary:

• Stand out from the crowd: Stop using generic product photos (food flatlays, hands holding products).

• Be creative and unique: Use unexpected compositions, styling, and approaches to showcase your products.

• Embrace individuality: Focus on what makes your brand special and reflect that in your photos.

• Stay updated: Consider incorporating the latest trends like vibrant colors (e.g. Pantone's Color of the Year) into your product photography.

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Product Photography Trends to Watch

Colorful Backgrounds

Growing trend in product photography: using colored backgrounds instead of the classic white.

• Colored backgrounds are gaining popularity: Photographers are moving away from traditional white backgrounds and using colors for product shots.

• Trendy colors: Pink, brown, and beige are particularly popular choices right now.

• Reason for the trend: Colorful backgrounds make products stand out more, especially on platforms like Instagram where visual competition is high.

Playful Styling

Ditch the minimalism!  After years of clean and simple product presentations, things are getting more playful.  Experiment with bold colors, textures, and shapes in your product styling. Don't be afraid to add fun elements like flowers, funky patterns, or interesting surfaces to create eye-catching product displays.

Photographer Leigh Beisch sees a rise in authentic, artistic, and realistic product photography.  While the styles vary, the most captivating ones showcase a unique artistic vision.  This can involve bold colors and artificial lighting, or a more natural look.  The key is to have creative freedom and express your brand's individuality through playful and visually interesting product shots.

Include Realistic People

We're done with fake! Consumers are tired of overly retouched models in ads, and brands are finally listening.  Companies like SPKTRM Beauty, Dove, CVS, and Olay are leading the way by using un-retouched photos that celebrate natural beauty.  So, when looking for inspiration for your product images, embrace real skin! Don't try to hide things like acne, freckles, facial hair, wrinkles, or blemishes.  These are all part of what makes us unique and beautiful.

Natural-Looking Light

Luxury is getting a relaxed makeover!

California photographer James Baigrie notes a shift in his clients' requests. Instead of stiff and formal imagery, they're looking for photos that feel inviting, relaxed, and "real." This translates to images bathed in soft, natural-looking light.

Don't worry, you don't need endless sunshine for this look. Soft, diffused artificial light can achieve a similar effect. Baigrie himself uses strobes, but he carefully shapes the light to mimic natural sources.

Here are some tips for capturing this natural look yourself:

• Directional light is key: Aim for light coming from one side or the back, not directly from the front. This creates depth and dimension.

• Soften harsh light: If your light source is too strong, diffuse it with a silk panel.

• Embrace the shadows: Avoid excessive flat lighting. A touch of shadow adds realism and atmosphere.

Hard Light

There's a split personality in lighting trends! While natural light reigns supreme for lifestyle and still-life photography, product photography is taking a sharp turn in the opposite direction.

Here, bold and dramatic lighting is the new hotness. Think strong contrasts, crisp shadows, and bright pops of color.  This look is easily achieved with LED lights without diffusers.

London photographer Timothy Atkins observes this technical shift, noting its origins in the US. He describes it as a move towards "harder light, brighter colors, and lenses that make highlights sparkle."

Editorial Vibes

The line is blurring between commercial and editorial photography! Traditionally, commercial photography focused on selling a product with staged, perfect imagery. Editorial photography, on the other hand, is all about storytelling.

Here's the interesting twist: photographer Laura La Monaca observes a trend where brands are merging these styles. They're incorporating an editorial approach into commercial work, focusing on telling a story that resonates with the audience.

This translates to photos that go beyond just showcasing the product. It could involve:

• Capturing candid moments with models using the product.

• Offering a glimpse behind the scenes of how the product is made.

• Using creative framing, like a hand reaching into the frame to interact with the product.

The goal? To create "photos with a soul" that connect with viewers on a deeper level.

How Do I Take My Own Product Pictures?

Before the Shoot: Create a Mood Board

Before you dive into product photography, consider creating a mood board! It's like a secret weapon for achieving the perfect look and feel.

Here's the deal: a mood board is a collection of visual elements that capture your desired vibe. It can include images, design elements, and inspirational photos. Think of it as a roadmap for your photoshoot, outlining:

• Color palette: What colors will set the mood? Earthy tones? Vibrant brights?

• Lighting style: Will you use natural light for a soft feel, or dramatic studio lighting for a bold look?

• Overall vibe: Do you want your photos to be light and airy, or dark and mysterious?

Why it matters:

Whether you're a DIY photographer, hiring a pro, or licensing stock photos, a mood board is your starting point. As photographer Liz Clayman says, it helps you create a "cohesive brand aesthetic." By establishing your color scheme, lighting style, and overall tone in advance, you avoid guesswork and ensure your product photos sing in perfect harmony.

After the Shoot: Refine in Post-Production

Don't skimp on editing! It elevates good photos to great ones. While basic adjustments like color balance, highlights, shadows, and contrast can be done, avoid over-editing. Keep it natural-looking for a polished, professional result.