THROUGH THE LENS

Product photography has become a niche in the field, especially for the beauty industry, finds Aishwarya Acharya

- Aishwarya Acharya

Have you ever wondered, what is it that makes you click on the ‘buy’ button every time you see something you like? Do you realise you are drawn towards buying products that look real and appealing at the first glimpse? It is a part of the marketing strategy, to have greatlooking product images in place so customers are lured into making a purchase. And of course, if there are pictures, there will be photographers!

Over the last few years, there has been an influx of product photographers in the field to keep up with the demand. With everything digital taking centre-stage in recent times, product photography has come to be a full-fledged and sought-after career option. With more mediums and opportunities at disposal, the creative space for aspiring photographers is expanding. Read on to know more about it and how it is the next big thing in the beauty business.

PRODUCT PHOTOGRAPHY

While the essence remains the same, lifestyle product photography is a commercial form of photography that aims at presenting a product in the best way possible to the customer. This has driven a large number of freelancers in the beauty industry. There are different types of photography one can take up. “E-commerce or white background product photos clearly shows the buyer what a product looks like, lifestyle images are curated and styled in controlled environment with real props to depict specific lifestyle use of the product, flat lays which is trending currently, are images taken from top angles,” says Juielee Vedak, photographer and co-founder at Gandharva Productions, a product photography and video production house.