Photographers must have control over their medium. They choose a film because it does something special. They select a particular lens because it magnifies or gets more of the subject into the picture, or to hold a deeper focus. They also determine a viewpoint from which to shoot, and
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they decide the instant of exposure. Another technique within the control of the photographer is lighting. Illuminating details of the product involves control of the light source; bending it, bouncing and refracting it to bring out definition of shape and features. Photographers achieve this by
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augmenting the light source with tools that can re-direct the beams of light, such as tents, umbrellas, reflector cards and scrims. The choice of applied light for a photograph can deliver drama with density of color, definition with pinpointed spots, and an illusion of depth and dimension with shadows and reflections.
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