Basic camera body formats used in catalog photography relate to the film size. View camera bodies include 4”x5”, 5”x7” and 8”X 10” respectively, with each of the sizes quoted indicating the actual size of the film accommodated. 4”x5” equipment will provide more of a range of depth of field than the other two view camera sizes. This means that a tighter focus can be held on items placed deeper and further into the frame from products shown in the foreground. Hand held camera formats used in catalog photography are primarily used for fashion shootings
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in order to stop action and movement. They are single lens reflex cameras (or SLR’s) and utilize either 35MM film or 2¼”x2¼” film. Stop action capability allows the fashion models to move and sway, to turn and change pose, which can show the garments being worn to a better advantage. Shooting 35MM or 2Y4” film also gives the opportunity to expose more film, so that the art director has from one to three rolls of 36 exposures each from which to select the shot for reproduction. There is more grain inherent in these films than in the large format films, and an oversized enlargement will tend to show that grain in reproduction.
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In Chapter Four we cover the basics of lighting techniques for catalog photography. It is necessary for designers and art directors to have some knowledge of what can be done with lighting, so that their concepts as presented to the photographer are realistic and attainable. Recognizing the contribution of photography to catalog marketing is one step toward achieving the finest display for merchandise. Better display translates to more dollar sales and to more efficient shooting schedules.
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