Creating good imagery for business-focused social media
By Emeka Ikechi, Director, Vanity Studios
It can seem hard to stand out in social media’s endless sea of imagery. But the bar set by many of those images is relatively low. If you master a few basics of photography, you can boost the effectiveness of your own images.
LIGHTING
Do not use your flash. Nine times out of ten you won’t need it and it’ll only add glare and shadow that will make your photo look tacky. The only time you’ll need to pop the flash on is when you have a bright background and the foreground is silhouetted.
Rather than using a flash, find a selection of lights that you can place strategically around the product to create interesting highlights and shadows. Consider the colour of the lights as well. Not all ‘white’ lights are the same shade of white ─ some will be warmer and more yellow while others may be colder and bluer.
Mixing colours can work but it needs to be done with care otherwise it will look messy. If you are working on developing your photography skills, it is best to start off with the same colour of white lights and go from there. If you want to add some colour later, you can always apply filters using photo editing software.
With lights set up, play around with their position to highlight features or create a bit of shadow to achieve an interesting contrast.
How much light versus shadow you’ll want might depend on the product being photographed. Luxury items tend to have more contrast, giving them a cooler, classier vibe. Technical products with lots of features and accessories can benefit from more light to show off the details.
Try to avoid actual shadows, however, as they look unprofessional. Ensure that some of your lights are focused on the area surrounding your product and the background. These lights will wash away any shadows, leaving a clean, professional photo.
COMPOSITION
Working to the rule of thirds is always advisable. Try to think of the space as broken into thirds vertically and horizontally, lining up the objects along these lines. For just one object, try to get it in the centre square. For two objects, line them up in the middle of the horizontal section and along the vertical third lines.
Not only does using the rule of thirds help keep the negative space to the edges balanced (you don’t want lots of space on one side and little on the other) but it also guides the eye to the most important features of the photo. This is particularly important when you have a noisier background or you are using multiple props.
For good composition, only include necessary items in the shot. Lots of clutter is distracting and unprofessional. Even if you want to show the product in-situ, it is important to clear away anything that does not need to be there.
You could remove everything except for the product. This will focus the eye on the product and can be useful for both technical and luxury items. If, however, you want to take an action shot ─ perhaps a luxury spirit being enjoyed at a bar ─ you could clear the table of any unused glasses or other distractions and use depth of field to ensure the background noise is blurred out.
BACKGROUND
Every photo has a background so make them work to your advantage. You could opt for a simple white or coloured sheet to bring focus to the foreground, but just make sure that any creases or folds are either obscured or work to your advantage.
You could pin the top of the sheet in the middle to give a draped look, like theatre curtains. Or perhaps try rumpling the sheet around the product to make it look cosy.
If you find that, despite your best efforts, the background is too noisy, then playing around with depth of field can really help. While this is best done using your camera to ensure the sharpest details, it can also work in editing to blur the background and ensure that your products are always sharply in focus.
A little know-how, some good lighting and a bit of trial and error can really make a difference to your social media content, but if you don’t have the time or energy to get all of this right yourself (or just lack the eye for it), then a professional can help you shift your social media imagery up a gear.
ABOUT THE AUTHOR
Emeka Ikechi is Director of Vanity Studios, a contemporary studio for photoshoots in the centre of Shoreditch in London. Since 2009 Vanity Studios has been providing clients with high quality professional photos and an excellent photoshoot experience. The team of photographers and make-up artists ensure each client receives bespoke photography that meets their requirements.
