Product photography for e-shops: packshot or lifestyle?

In an online shop, customers cannot pick the product up. The photo does the salesperson's job: it shows what the product is, what it is like and why it is worth having. The image sells before the product does.

Packshot: the product, clearly

A packshot is a photo of the product on a neutral, usually white, background, with nothing to distract from it. It is the main photo on a product page and the one marketplaces usually ask for. To make it work:

• The same background, light and angle for every product, so the catalogue looks consistent.
• A clean label with no reflections, especially on bottles and glossy packaging.
• Enough resolution to zoom into the details.
• Shots from several sides: the front, the back with ingredients or instructions, and close-ups.

Lifestyle: the product in the customer's life

A lifestyle photo shows the product in use or in its setting: the shampoo at the salon basin, the wine on the table, the jewellery on a hand. It gives mood, scale and a reason to want it. It is what stops the scroll on social media and makes a product page more convincing.

For Hairapist we photographed the range inside a salon: on the shelves, in hand and during a hair wash. When you show a product in real conditions, the content connects with the customer.

Which one do you need?

Usually both. Packshots for the product page, the catalogue and marketplaces. Lifestyle for the home page, categories, social media and ads. A good shot list covers both in a single day.

Before the shoot

• List every product and its variants (colours, sizes).
• Bring samples in perfect condition, with no scratches or dust.
• Decide the image sizes your e-shop needs, so the photos crop correctly.
• Think about your audience: who buys the product and where they will use it.

Frequently asked questions

What background do packshots need?

Usually clean white or another neutral. Check the requirements of every marketplace you sell on, as they can differ.

What resolution do e-shop photos need?

Enough to zoom on the product page, but in files compressed for the web so the page loads fast. Keep the high-resolution originals for print and advertising.

Can I use my supplier's photos?

You can, but your competitors often use the same ones. Your own photos make your shop stand out.

If you have an e-shop or a new product line, get in touch and we will plan the shoot.