MASTERING THE FINESSE OF PRODUCT PHOTOGRAPHY

AS A GENERATION OF PEOPLE, WE HAVE EVOLVED SO MUCH AND HAVE BEEN WITNESSING WONDERS FROM INDUSTRIAL REVOLUTION TO THE WORLD, WHICH HAS TAKEN OVER BY ARTIFICIAL INTELLIGENCE. WE HAVE SEEN THE TRANSFORMATION FROM NOKIA TO APPLE, FROM DVDS TO SSDS, FROM COOLPIX TO DSLRS, FROM ORKUT TO FACEBOOK, FROM ACTION TO NIKE SO ON AND SO FORTH. IN TODAY’S FAST PACED WORLD WITH THE ADVENT OF TECHNOLOGY, WE ALWAYS NEED TO KEEP UP WITH IT. A NEW VALUE HAS BEEN ADDED TO THE FIELD OF CREATIVE INDUSTRIES MAKING MORE ROOM FOR THE DESIGNERS AND CREATIVE HEADS TO BRAINSTORM OVER THE DESIGN ASPECTS OF EVERY SINGLE PRODUCT AND ITS BRANDING. THIS VALUE ADDITION HAS LED TO THE ADVERTISEMENT OF ALL THESE PRODUCTS IN A UNIQUE WAY WHICH IN TURN LEADS TO THE IMPORTANCE OF AESTHETICS INVOLVED IN THE DESIGNING AND REPRESENTING THESE PRODUCTS IN THE BURGEONING MARKET. THE DEMAND OF ANY GIVEN PRODUCT ON AN ONLINE PLATFORM HAS GIVEN RISE TO ENTREPRENEURS WHO MARKET THEIR PRODUCTS WITH THE HELP OF DESIGNERS, ARTISTS, PHOTOGRAPHERS AND TECHIES INVOLVED IN THE PROCESS OF MARKETING. PHOTOGRAPHY AS A PROFESSION AT THE MOMENT IS VERY DEMANDING AND CREATIVE AT THE SAME TIME. ONE NEEDS TO UPGRADE TO BE IN SUCH A COMPETITIVE WORLD SPECIFICALLY IF SOMEONE WANTS TO SHOWCASE THEIR WORK. LET’S LOOK AT HOW WE CAN ACHIEVE THE SAME?

- KASTURI PAWAR

Storytelling through product photography

Every product has its own sweet story; deciding a peculiar theme for that particular product, one must understand its unique story. Then we can proceed further by finalising the colours, what kind of lighting it requires as well as its appropriate styling through a photoshoot. We must try to deliver something unprecedented in our fundamental approach to keep it unique in turn adding a certain value to it.

The amount of considerations which might have gone during its design and branding needs to be depicted while we represent it through the medium of photography. The innate story has to speak up through a strong sense of composition. The subject within the composition which is the product itself must be highlighted along with its key features.

Color theory

It’s necessary to understand the art of colours as each colour tells a story. Our fundamental understanding of colours must be seen through the way we juxtapose them within our composition. If you observe the colour wheel, you will get which colours complement each other. Not just that, but colour have its own emotions attached to it, setting a different type of mood to where it has been used judiciously. For example, in one-way red represents love and romance and other way it also represents sense of fear.