Understanding Product Photography: A Complete Guide to Image Types That Sell for Shopify Store Owners

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In the digital landscape of modern commerce, the power of visual storytelling can't be overstated. Yet, as I've discovered through years of working with emerging brands and established businesses alike, there's often confusion about the different types of product photography and how each serves a unique purpose in building a compelling brand storytelling.

Remember, when our audience and potential customers can’t use all of their senses (such as Smell, Taste, Feel) to make a decision, so all we have left are words and images.

The #1 issue I see on Shopify websites is a lack of attention and investment in quality product images.

I would argue that the words are mostly there for the search engines, the images are there for the person.

Today, I want to share insights about the six essential types of product photography that can transform your visual marketing strategy. This isn't just about taking pretty pictures – it's about creating intentional visual touchpoints that guide your customers through their buying journey while building genuine connection with your brand.

Here are 2 examples of product types you might want for your brand. Example one is for a nail polish company and example 2 is for a Print on Demand (POD) Camp Mug store.

*Brand photo types for a print on demand camp mug store.*

The Foundation: Product Images with White Background

At the heart of every product-based business lies the classic white background shot. These images serve as your catalog's foundation, offering crystal-clear views of your product from every angle. Think of these as your product's professional headshot – clean, detailed, and absolutely essential for establishing trust and showcasing quality. These images do the heavy lifting of communicating product details, from materials to craftsmanship, without any distracting elements. If you want to hire these out I highly recommend the photo studio Soona.

*White background images don’t always need to be boring! Here is a creative solution to showing the product.*

*White background image used by POD sites, your logo or image is added to this base.*

Creating Context: Lifestyle Images

Lifestyle photography is where your product's story truly comes alive. These images bridge the gap between feature and benefit, showing your product in its natural habitat. When I work with brands, I often emphasize how lifestyle shots help customers move from "What is it?" to "How would this fit into my life?" They're not just photos; they're windows into the possibilities your product creates.

Lifestyle images are also how you communicate the vibe or feel of your brand. It should reflect a specific point of view and attract your ideal customer and repel those who don’t align with the aesthetic or style.

*Lifestyle images are usually bold and creative. Models are optional but often included.*

*This lifestyle image clearly communicates the brand personality and the type of person they want to attract. Outdoorsy, adventurous, mountain sports or living and coffee drinkers.*

The Social Media Superstar: Flatlay Photography

In our Instagram-driven world, flat lays have become an art form in their own right. These carefully curated overhead compositions tell a broader story about your brand and product ecosystem. They're particularly powerful for showing how different products work together and creating those thumb-stopping moments in social media feeds. The key here isn't just arrangement – it's about creating a mood that resonates with your ideal customer.

*A creative flat lay makes your product the hero but also provide context for related products.*

*This combination model shot/flat lay shows uses a creative way to show the color and express the mood and inspiration of the brown nail polish color.*

This flat lay example shows context of how the camp mug fits in with other products their ideal customer might own.

Building Trust: In-Use Photos

There's something powerful about seeing a product in action. In-use photos demonstrate functionality in a way that builds immediate trust and understanding. They answer the crucial questions your customers might not even know they have, showing exactly how your product works in real-world situations. These images are particularly valuable for products with unique features or specific use cases.

*In-use lifestyle images show the details of how your products can be used and can express the feel or texture of the product. In this case the image expresses the idea of the polish going on smoothly.*

*This is lifestyle/in-use product. It shows a warm beverage in a mug in a cold but vacation setting. It expresses a mood and feeling.*

*This in-use photo shows an alternative, unexpected use for these enamel mugs.*

The Human Connection: Model Shots

Model photography adds a vital human element to your visual strategy. These images help customers understand scale, fit, and style in a way that flat product photos simply can't achieve. Whether you're selling clothing, accessories, or lifestyle products, seeing items on real people creates an immediate emotional connection and helps customers envision themselves using your product.

*A model shot showing the final result of using the product.*

*Model shots not only show size and scale of your products, the models you choose should reflect visual aspects and the style of your ideal customer.*

The Complete Picture: Family Product Shots

Family product shots showcase the breadth and cohesion of your product line, encouraging customers to think beyond single purchases. These curated groupings tell a story about how your products work together, subtly encouraging larger purchases while demonstrating the thoughtful design behind your entire collection.

*This example family shot shows products from a collection or line and combines it with elements of a lifestyle image to provide a calm spring mood.*

*This family shows how these mugs are available in multiple colors* .

Moving Forward with Intention

As you build your product photography strategy, remember that each type of image serves a specific purpose in your customer's journey. The most effective visual narratives use all these elements in concert, creating a comprehensive story that engages, informs, and converts.

Remember, this isn't about perfection – it's about progress and authenticity. Start with the basics and build your visual library thoughtfully over time. Your customers will appreciate the clarity and consideration you bring to helping them make informed decisions about your products.

To get started you can use photos you take from your phone, combined with high-quality mock-ups or invest in a custom shoot.

Whatever you choose start by planning your brand aesthetic and vibe with Pinterest boards. Having a cohesive visual voice is an important part of succeeding with online selling.

Want more advice on product images that sell? Buy my comprehensive guide that includes:

Easy Canva templates to size your photos
Guide to Shopify image set-up
Bonus! Best resources for image mock-ups, Done-for-You photo services and DIY photo tools.