Characteristics of product photography

The power of product photography lies in attracting more people's attention and arousing people's desire to buy goods. Its practicability is obvious. The criteria for evaluating advertising photography are based on the results at the end of the whole advertising promotion activity, and the economic effect and social effect are the criteria for testing the advertising effect of advertising photography. In other words, the evaluation and prediction of advertising works is based on the role of advertising in commodity promotion, which is always market-based and consumer-centered, and cannot be based on personal feelings. Specifically, an advertising photo, no matter how exquisite it is in art, can not be regarded as a good advertising photo if it lacks sales force, even if it can cause enough aesthetic effect after entering the consumer's field of vision, but if it can not stimulate consumers' specific consumption desire and clear enthusiasm for participation. Moreover, the purchase purpose inspired by excellent works is very clear, that is, it is aimed at a certain type of goods designated by the merchants.

From the photographer's point of view, the conception and creativity of product photography are restricted by the advertising strategy of advertising goods, which has great limitations. In particular, the conception and creation of advertising photography pay attention to positioning and orientation design, and the content performance is often very prescriptive around the purpose of advertising. But as the conception and creativity of artistic photography, there is no limit in this respect. Art photography can pursue originality and has a lot of free expression space. Therefore, advertising photography must strive to pay attention to the personality and style of goods, often hiding personal style behind it, and strive to obey the needs of goods, otherwise it will be difficult to achieve the predetermined goal.

Because the release of product photography works must go through a specific media, its effect is restricted by the expression of a specific media. No matter what media the photo advertising works are finally released through, it is a comprehensive collective activity (including the process of advertising creativity, art design and manuscript writing), which is directly subordinate to the promotion activities and cannot exist alone. And from the audience's point of view, advertising photography should take into account the different consumption levels of goods, or create for different levels of consumers.