It is also a good way to check the composition (or arrangement of the subject within the space) for maximum display potential. Polaroid shots taken prior to the exposures of reproduction film can be utilized to scrutinize the set for all details, i.e. checking angle, clarity of lighting, product definition, contrast, composition, and accompanying props. Photography provides an opportunity to make a visual request for attention. Products can be presented with impact and with creative flair. Spotlighting the merchandise in a pleasant setting accomplishes the kind of
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focus needed in order to communicate instantly that the items offered are important. Photography can ensure that position of merchandising authority. And customers will take your lead. Naturally, the merchandise must live up to the promises that are made in the printed depiction. Catalog customers tend to have a trust factor in photography, essentially believing that they will receive the merchandise looking very much as it was shown in the catalog. Care should be taken to never abuse the trust of photography, by not attempting to make the
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merchandise look better than it really is. Photo retouching should only be used to correct a flaw or chip in the sample, not to enhance the look or to cover up an undesirable detail of the product. A disappointed mail order customer is usually a lost customer. Use the medium of photography to focus on the merchandise and show it to its best advantage. Allow it to speak for itself. If the item is outstanding because of its design lines, shoot it from an angle that reflects that design. If performance is the major benefit, try to show the product in use.
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