The task of advertising photography is to attract attention of potential buyers and cause certain emotions. Audience`s reaction can be controlled if you plan ahead.

Come up with an Image

When planning your photo shoot, ask yourself a question — what do you associate your product with? Write down all the images that you come up with on a piece of paper. You don't need much — two or three are enough. For example, a handmade woven bag can be associated with summer and travelling. Having a clear image in your head, it will be easier to understand how to take pictures and what details you may need.

Use Visual Templates

Advertising photography is based on stereotypes and visual templates. Stereotypes are good because they are easy to understand. Once you have chosen an image for your product, write down what specific items are associated with it. Let's say, summer is a vacation at the sea under palm trees. However, you do not have to go abroad. You can use a tropical houseplant or add a travel-guide and a map to the background. Be creative!

Create Atmosphere in the Photo

Light can create atmosphere in the photo. It depends on an image that you come up with. For example, when we talk about a vacation at sea, it is unlikely to imagine a grey cloudy day, we imagine sun. Atmosphere in the picture causes certain emotions. If a viewer (potential buyer) understands them, he/she will pay attention to your product. What do you associate the word "mysterious" with? Someone, perhaps, will see a gloomy forest, for someone it is a deep cave or an ancient castle. Either way, it's likely to be something dark.

Plan your Light Style

This paragraph continues the previous one. Advertising photographers plan light in the picture in advance. Of course, they have professional light equipment, so they do not depend on weather. But if you know what light you need in advance, you won`t miss any sunny day.

Two Main Light Types

Very conventionally, light can be divided into flat and three-dimensional. Flat light is almost without shadows, or they are very light. This light gives a feeling of a pure empty space.

3D light has pronounced shadows and sun glares. Usually, this happens in the morning or in the evening, it can make a photo look live. It's a little harder to work with, as it can be difficult to get the right exposure in the shot (but it's a matter of practice). This light will help you out when you have little props and you can only shoot at home by the window.

These rules work for a particular product or a line of products. Having come up with an image once, you can stick to it, thereby creating a single recognizable visual style.