If you’re looking to take some drool-worthy shots of your product, or show the bigger picture behind your brand, then knowing how to harness epic visual content is key. Showcasing your products in their best possible light is the only way to stand out in a competitive and (eek) crowded market.

You see good visual content is no longer a nice to have – it’s a necessity. Especially when you consider that billions of hours of video content are uploaded to the internet every day. Customers are literally bombarded with image after image. For many businesses it’s easy to get lost, forgotten, or worse (horror) go unnoticed!

If you want to stop the scroll, have attention grabbing, dynamic content that conveys (at a glance) what your product is all about, then producing kick-ass photos and video is the only way to really cut through the clutter.
But adding some oomph to your brand visuals can be daunting – where should you start? What are the dos, the don’ts, and everything in-between?

Do not fear! If you’re in need of some visual va-va voom then you’re in the right place. Check out these 5 tips to power-up your product portfolio and showcase your work with style!

female professional photographer taking a photo of a drink in a restaurant in Manchester

1. Food – Add Interest with Shape, Textures, and Light!

Feeling hungry? – you should be! Mouth-watering visuals matter. You don’t want to tell people how good something is you want to really show them. Think ooey gooey centres that scream “eat me” and textures that tantalise the tastebuds. Yum!

Whilst photos might be the perfect ingredient for top-notch product shots, don’t forget that for a bit of extra bite, some tasty behind-the-scenes video magic can bring some authenticity and extra flavour to your offering! Play around with the process with time-lapse videos or step-by-step shots teasing how it’s made.

There’s lots of tasty tips to get your food photography and video up to Michelin star level - think crisp clean shots, super styled composition, awesome angles – but it’s not all about the food. If there’s one thing you’ve really got to nail it’s the light!

You may be forgiven for thinking a bright sunny day is going to instantly improve your images, but a cloudy day is when you really should get excited. Light can be the difference between a good photo and a great one. Less meh, more amazing. But remember it’s not just any light, it’s soft glowing natural light, that shines even tones across your subject.

Get the light right and you’ll instantly bring your A game to the dinner table, restaurant or bar.

Professional photo of a vegan hot dog for a restaurant menu

2. Drinks - Mock-ups and Props Oh My!

Pouring a drink into a glass and photographing it has got to be easy right? Wrong! Drink photography or videography can be a tricky little tipple to get right.

A top tip is to mock up your drinks – psst this doesn’t mean ‘exactly’ to spec! Don’t waste vodka if you can use water. If it LOOKS like the product that’s fine. You really don’t want to waste money when you don’t need to! Keeping budgets down is always key! Brace yourself for another truth bomb. If you’re shooting a cold drink, use fake ice. Yes, it’s really a thing and I promise you - this will encourage your drinks to sit longer, and give you longer to shoot them, you’ll thank me later.

Making sure you’ve got good glasses or cups that suit your drink is a must, as is being clear on your concept. It’s not just about the drink, it’s about how, when and where people are going to be drinking it - think visual storytelling folks!

Get the right props and lighting - and the mood will follow. Think bright colours and sunlight for cocktails with sugar rimmed glasses on a towel or sunbed. Alternatively opt for soft muted tones and a fireside glow for hot chocolate steaming in oversized mugs. You get the idea!

Professional photo of a ladies arm holding a cocktail in a bar in manchester

3. Product - Put Everything into Context

Looking for clever or quirky ways to shoot your product is one way of getting noticed. But really getting into the nitty-gritty of your product and how it relates to your target audience matters. In fact, you could say it makes all the difference between good visuals and really great visuals.

With any photo or video, putting your product into context counts. Think of it like cutting to the chase of the story with a single glance. Context comes from details like colours, location, backdrop and props. These are clever clues and prompts that tell the audience something ‘extra’ about your product without you having to waffle on about it.

Done well, it instantly makes your product more dynamic and interesting. It helps customers imagine using your product which is far more engaging stuff. So, roll up your sleeves and show your product being used, enjoyed, or being helpful. Demonstrate the user benefit and bingo - you’re already ahead of the game.

Professional photo of three bottles of Jackson Dairies milk

4. People - Capture Authenticity

Showing the human side to your product instantly changes how people perceive it. If your product is ‘people,’ then telling their story really is a competitive advantage you absolutely want to use.

It’s worth the effort. Well crafted, well produced and executed photos or video content can help your brand recognition better than any text can. The secret is to take the time to plan it properly.

Knowing where the images are going to be used can dramatically alter style - is it for social media, print or your website? Locations matter too – always select places where your people feel most comfortable (is it a busy coffee shop, home office or secluded spot?) and think carefully about backgrounds, colour props and outfits. Remember context counts!

My ultimate top tip, however, is to have fun. Even naturally extroverted people get nervous in front of the camera so making everyone feel at ease means you’re more likely to see them shine on film. Photographers are pretty nifty at getting people to relax in front of the lens (camera or video) - it’s like our special super-power! Make sure you’ve briefed your team well and everyone knows what to expect (and importantly has had time to prepare), then you can focus on having fun. That’s when the magic really happens!

Professional photo of two women working at a desk, laughing and smiling. Team photo for a manchester company

5. The Human Element – Showcase your USP

I’ve worked with some stellar health brands, and I’ll always make sure that the photos clearly display the unique qualities of the products. Whether it’s a nutritious ingredient (that you could cleverly place around the product) or a high-tech fabric (where you capture macros shots to zoom in and draw attention) it’s always important to showcase the USPs so your customers have a reason to buy from you.

People naturally connect better when they can imagine themselves using the product in their own lives, particularly in the arena of ‘health’ so, I’d also consider using a model. It may be your product would benefit from being shown in action or it could simply benefit from having hands in the frame, but these things add a human element that makes products more user-friendly and relatable. We’ve all seen beautiful food shots with hands reaching in…wishing that was us taking the slice!

Professional photo of a hand drizzling honey into a cup of tea

There are hundreds of reasons producing awesome photography and video matters. If you don’t know where to start, working with a pro photographer can help take a whole load of worry out of getting it right.

If you want to harness some visual clout for your brand, add some magic to your marketing malarky or simply want a fresh new alternative way to tell your story - then get in touch via our Contact page or check out the ‘gram!

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5 Ways to Showcase Your Work with Photography and Video