What you want to know about commercial photography:
Like any specialized field commercial photography benefits greatly from a combination of talent, experience and equipment - the right equipment in the right hands. We have shot commercials, magazine ads, catalogs, packaging and every other advertising conduit in existence, and the professionals I've collaborated with who have consistently created successful ad campaigns always knew without hesitation what needed to be done
First, you want your product, whether a package or a person, to look it's unqualified best for the impression you want to create. Your photographer must be an experienced professional who will create photographs that not only present your merchandise well but also create desire, make the public want to buy it. You must have excellent customer service, which means good communication between you and your photographer so that the final result will be what you expect and nothing less. Your photographer must understand what you want and work with you, and if a special need arises be ready to accommodate you. It takes all these components, factors, elements, human and otherwise to create a successful product.
If You're Curious About Jewelry Photography...
There is more than one way to photograph jewelry. Here are the categories.
This type of jewelry photography is the favorite of manufacturers, the goal being speed and economy. This method results in a reasonably decent photograph of each piece, creating a photographic copy of the real thing for manufacturers to show to experienced retailers.
With “batch shooting” only one lighting setup is used no matter the size, shape or color of the jewelry, The setup consists of a “hot box” and 2 or 3 lights and a point-and-shoot camera on a tripod. A “hot box” is literally a six-sided box made from white silk with an opening on one end for the camera lens. The actual lights used are anything from photographic strobes to desk lamps which are pointed at two the sides of the box, sometimes from the top of the box as well. The jewelry is placed in the center of the box. If necessary the piece is held in place with bee’s wax or hot glue.
Then click – the photo is taken. The piece is removed from the box and quickly replaced by the next piece. Click. Then the next piece, click, and so on. Using this method a hundred or more photographs can easily be taken in a day. THERE IS NO RETOUCHING OR COLOR-CORRECTING. The raw image from the camera is the final photograph. You can see photographs of this type on eBay and other auction Websites.
Shooting jewelry for Websites and Catalogs
With this type of jewelry photography more time and care are taken. There is a general lighting setup which can be anything the photographer decides to use with the type of jewelry and background being photographed, this initial setup might then be added to or subtracted from for each jewelry piece. The photographer will turn and angle the piece in the light until the “sweet spot” is found - the angle that presents the jewelry at its best – the stones look alive, the color vibrant, and all its attributes are clearly displayed. The photographer might then enhance the beauty of the piece by adding additional lights or by simply placing a white or black show card at just the right angle. This kind of care is taken with each piece, there is no assembly line shooting. Different backgrounds are used, different colors, different textures, with or without shadows and sometimes reflections are also used.
After the jewelry is photographed each photo is color-corrected and retouched to allow the piece to be seen at it’s best, as if the prospective customer were holding it in their hand. The background is also replaced, usually with pure white or black but often with a colors, textures, reflections.
Shooting jewelry for Print Advertising and Commercials
Even more care is taken when jewelry is photographed for print publication or television broadcasting. Very high-end cameras and lenses are used and even more time is taken to light and photograph each piece. Sometimes props or special lighting effects are used to enhance the presentation or to establish a theme associated with the jewelry brand. Illustration and special effects are routinely incorporated.