How High Quality Product Photography Can Strengthen Your Sunglass Brand
A hero shot showing off these sunglasses, perfect for use on social media to engage your potential customers
Brand Strength Brings in and Keeps Customers
Reading through this article from The Hartford Business Owners Playbook, you can begin to see the value that brand strength can have for your company. Building brand equity opens the door to customer loyalty and helps educate your customers on the value your brand has over other companies out there. One thing to note as you begin to build your own playbook is how much of this can be achieved by quality content.
Your Product Photography is Part of Your Brand
I have said it in other articles, and it’s worth saying again here. Product Photography is a part of your brand. It’s as much a part of your brand as your name, logo, advertising content, marketing content, and web design. In order to build brand equity, your customers need to experience consistency when it comes to your content, including product photos. Does it make sense to have compelling Instagram images that links back to low-quality product photography back on your website? By the time they click through to a product page, you have almost earned a customer, that’s the time to keep up the experience and show off your products in the best possible way. Continue reading below for some thoughts on why you may want to outsource product photography for your brand.
Sunglasses are Tricky to Photograph Well
They can deceptively complex to photograph. They might seem like they would be simple to shoot since they don’t require the styling finesse of soft goods and apparel or have the complex metal surfaces that need to be managed in jewelry photography. The challenge with sunglasses mostly lies in the lenses. Lenses are generally quite reflective, even when they may not look like it in person. Simple dark tinted lenses can reflect a lot back to the camera, and that issue is multiplied when you start working with mirrored lenses. On top of that, you also have to deal with being able to see things behind the lens. It’s sort of the worst-case scenario of having a reflective AND translucent surface, it leaves few options for managing reflections.
Most Sunglasses Will Require Post Processing
Post-processing, or retouching, is necessary for sunglass photography most of the time. The main thing to look out for is lens color. Does the color of the lenses in the image match how they look in person? It is very common to lose some of the saturation or color nuance when photographing sunglasses, and post-processing can bring those details back. You want your customers to have as accurate of color as possible when shopping on your site. Additional, as with many small accessories, dust will be an issue. You can use an air compressor or canned air, but dust still finds it’s way onto set, and those tiny dust particles often catch the light and become very distracting. Whether you are shooting the sunglasses yourself, or hiring a photographer, I do not recommend trying to save money on retouching, it’s part of investing in the best possible product photos.
Investing In Showing Off Your Product
Speaking of investing in product photos: As I’ve written in other articles, consider approaching product photography with an investment mindset. If you are solely an eCommerce website, your product photos are all you have and you can fairly easily track the ROI of product photography because it has such a direct impact on sales. Clients sometimes come to me almost begrudging that they need product photos, or express that they have no or little budget to get them done. I will pose this question: What good is all the investment in production, website development, or marketing if your customers can’t see your product?
Do you need more help with your product photography or strategy?
I’m always adding articles that I hope will help you understand how to think about and implement product photography for your eCommerce business. You can read them here:
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What's in my Bag - My Everyday Photo Kit
My everyday photo kit. A small but powerful kit that is perfect for everyday carry and can net you some solid results on the fly.
I carry a bag every day, where ever I go. As a photographer, I like to always have the tools I need to get that quick candid moment, or snap that impromptu portrait wherever I am.
When I purchased the Fujifilm X100s, a lot changed for me as a photographer. One of those changes was my realization that most of the camera bags I own are not at all aesthetically pleasing to me. Way too much black or grey nylon and little to no personality. So I began the search for a new bag. I settled on swapping out my camera bags for two seperate Domke bags. The one shown above would be my everyday bag, and another larger bag for bigger jobs requiring more gear.
I have now settled on a small, but very powerful everyday photo kit:
Domke F-10 Medium Shoulder Bag in Rugged Wear finish
I adore this bag and this finish. The bag is solid, durable, exactly the right size for me, and looks great. In addition to this bag, I bought a larger messenger bag when the job requires more gear, so I have matching bags that look awesome, for what that's worth.
Fujifilm X100s
There is not a lot I can say here that I or others haven't already said. I love this camera and carry it every. single. day.
LumoPro LP180
This flash is everything. I recently bought 2 more, in addition to the this one AND the two LumoPro LP160s I have. These flashes are powerful, consistent, reliable, versatile, and inexpensive. Almost everything I shoot is with a LumoPro flash.
2x Pocket Wizard Plus III + Sync Cable
Carrying these in my kit offers me two sync options: Via optical slave triggered by the X100s' on camera flash, or with these radio triggers.
Inexpensive Two Sided Reflector
Purchased from amazon.com, silver on one side and white on the other, packs up just small enough to fit in the bag. An essential part of this kit.
Batteries and Memory Cards
In the bag is a small CaseLogic wallet for carrying memory cards and spare batteries.
Field Notes 48 Page Graph Paper Memo Book + FN Pen
I am completely and totally addicted to Field Notes and their products. I carry at least one notebook with me everywhere I go, and I have multiple books filled with lighting diagrams, notes, and concepts for future projects.
Odds and Ends
No kit would be complete without a pack of gum, business cards, Advil, tweezers, a pocket knife and a bongo tie.
Not Pictured
Although I don't carry it everywhere per se, I always have a light stand and umbrella nearby, generally in my car. You never know.
Examples
These are the kind of results this kit can get you
Shot with the Fuji, LP180 flash and reflector
Shot with the Fuji, LP180 flash and reflector
Shot with the Fuji, natural light.
More fun with the Fuji X100s
Well my two week rental of the Fujifilm X100s is over, but I enjoyed the camera so much that I decided to order one for myself. Here are a few more snaps with this camera that is quickly pulling me out of a rut.
Photographer Adam Queen watches the rain at the SB Fulfillment Center/Photo Studio for HauteLook.
Jackson checks out the Polar Bears at the San Diego zoo
Sunset outside the San Diego Zoo
Product Stylist Loretta preps handbags at the HauteLook SB Photo Studio
Hannah relaxes
I've been shooting mostly black and white, but I love the Fuji Velvia color film setting on this camera.
Hannah enjoys a mild evening in Canyon Crest
Alesia enjoys her burger from Bucket List Burgers in Canyon Crest
Hannah protests getting her picture taken.
Chelsea - Sunset at Any Time of Day
I invited Chelsea over again to work test out a portrait method. I was getting ready to shoot a morning-to-midday wedding and I wanted to see if I could mimic a dramatic sun set portrait with a pair of speedlights and a CTO gel.
Tech Details
Set: My backyard, 2pm in shade
Lights: LumoPro LP160 with 1/2 CTO gel to rear of subject. Canon 580exII in LumiQuest LTp softbox
Other Notes: I think this was pretty effective. You can spice up your typical "Midday open shade" portrait when natural light isn't optimal by using a pair of speedlights, a gel and a small softbox. Not too shabby.
Intersect Dance Theatre
I was invited to sit in on rehearsal for Intersect Dance Theatre by Agatha Wright, who you might remember from a couple of posts ago. This group of dancers is magnificent and it was a pleasure to watch them rehearse.