ecommerce photography

How to Produce Original eCommerce Photography

How to Produce Original Ecommerce Photography

ecommerce photography


The images that you use for your eCommerce site are also a massive representation of your brand image. If your eCommerce photography is questionable, then customers will assume the same of your business. Don’t underestimate the power of the picture; 67% of people say that the quality and standard of a brand or product photo is very important. This is even more vital if you don’t have a high street store for customers to visit and check out the quality of the product.


Even if you’re selling second hand merchandise, product photography has the power to add your own style to it that consumers can fall in love with. Product photography is one of the only visual elements of the customer’s online journey, so you’ve got to get it right! But how can you make them original? How can you show off your products accurately but also produce something captivating? We’ve got a few tips…

Plan It Properly

ecommerce photography


You might think that eCommerce photography is straight forward, after all it’s just a really clear photo of each item right? Wrong. The customer can’t touch the item, or visualise how they’re going to use it by just staring at it on a blank space. This well help them understand the materials and features, but it’s not going to sell the item to them as a whole.


You will want to plan a lifestyle shot – a shot of the product in use. Consider the following questions to get the right lifestyle shot:


What is your products function?

What type of person is going to buy it?

In what setting will that person be using it?


Make the post-purchase experience clear to them. For example, if you were selling genuine leather iPad cases, you’d take a photograph of a savvy, graphic designer-esque character sitting in a coffee shop, or better yet you might even take a flat lay photograph. Flat lay pictures are a great way to show multiple products of yours together and let’s face it – everyone loves a flat lay.


Make mood boards. Then make another mood board, and then more mood boards. They keep everyone working on the photographs on the same page and they keep you inspired.

Finding the Right Models

ecommerce photography
Finding the right models for your products is also vital. It helps your customer understand how they would use it. When looking to book a model think demographic, occupation, hobbies, appearance. Then rethink it all again. Be sure to show a diverse demographic; don’t pigeonhole your brand!


If you want to know more about the kind of people purchasing your items, set up a stream or Instagram feed of customer’s photos. This will help you come up with customer profiles and the kinds of people you want to sell to. Your customers want to see someone relatable using the product, someone that looks like they’d have things in common with them. Make sure they don’t feel alienated!

Some brands choose to hit two birds with one stone and utilise influencers as models. Some even choose to use influencers as their photographers – Brooklyn Beckham for example. In order to do this you’ll need to do your consumer research and see who your target customer thinks is a source of valuable information. It’s as simple as answering the question: “Who’s influencing my customer to buy different stuff?” Then hiring that person. That can be tricky.

Keep Your Style Consistent

ecommerce photography

Credit: Dustin Lee


To keep your product photography consistent and original to your brand, create a style guide. eCommerce is a multi-platform game nowadays and keeping your images consistent in style will help your brand recognition and value. Here’s a list of the sort of things you should have in your style guide, with thanks to


  • Genre – Editorial, conceptual, product & lifestyle
  • Environment – Studio or Outdoor
  • Lighting – Natural, artificial, harsh, soft, backlit, flare
  • Model
  • Wardrobe – Branded, avant garde, casual
  • Positioning and framing – Orientation, composition
  • Colour Palette – This can match the product or overall mood of the brand
  • Treatment – Retouching and filters


Style guides keep everyone working on your brand on the same page, from the product photographers to the social media strategists working on your Instagram.

If your product isn’t necessarily original, your branding still can be. Brainstorming eye catching and interesting concepts behind your lifestyle or Instagram shots can be the difference between someone checking out more of your stuff, or simply scrolling by. If you want to read more about product and eCommerce photography, then check out our Ultimate Guide to Professional Product Photography for eCommerce, for an in depth guide on how to optimise your images.


Sebastian Paszek

Marketing manager

Controlling the chaos of the digital landscape, Sebastian is a multiplatform executive, project manager and photographer.