Product Photography: Craft a Perfect Setup in 2026

When it comes to selling products online, presentation is key. Product photography directly influences whether shoppers click Add to Cart or bounce to a competitor. For ecommerce businesses, your images are your storefront. They’re doing the selling when you can’t be there in person.

While investing in professional photography is ideal, it’s not always feasible for new or small businesses. Fortunately, DIY product photography offers an excellent alternative. With the right tools and techniques, you can create compelling product photos that rival professional shots, all without breaking the bank.

What is product photography and how do you do it?

Product photography is commercial still-life photography that showcases products accurately and attractively for ecommerce stores, advertising campaigns, and catalogs. It combines styling, controlled lighting, and careful retouching to capture images that help shoppers understand exactly what they’re buying.

Done well, product photography builds trust before a customer ever touches your product. The goal is to create visuals that grab attention in crowded feeds and give shoppers confidence to purchase.

Types of product photography

Different products and platforms call for different photography styles. Understanding when to use each type helps you create a complete visual story for your brand.

Here are the most common types of product photography for ecommerce, and how each one earns its place.

White background photography

White background shots—also called silhouette or cutout photography—place your product against a clean, distraction-free backdrop. This is the workhorse of ecommerce photography and the foundation of most product pages.

These images remove all visual noise so shoppers can clearly see the product’s shape, color, and key features. They also create consistency across your catalog, which makes your store feel more professional and easier to browse. Many marketplaces explicitly require white background images as the primary product photo, so this style is often non-negotiable.

Fragrance brand DedCool has a white background behind all of its products on its product pages. 

When to use: Primary product listings, marketplaces like Amazon and Etsy, anywhere you need a clean, professional look.

Lifestyle photography

Lifestyle photography shows your product in use in a real environment with real context. These shots help shoppers imagine owning and using your product. A coffee mug photographed on a cozy desk with morning light tells a different story than the same mug on white seamless paper.

Lifestyle shots are especially powerful for emotional buying decisions, where aspiration matters as much as functionality.

Notice how Allbirds uses both white background and lifestyle photos on its product pages.

This approach gives shoppers context for where and how people actually use the products. If you sell hiking boots, show them on someone’s feet during a hike. For selling clothing, show your apparel on someone walking in an appropriate setting.

“[Product photography] is one type of photography that you need, but you also need photography on people so people can really relate and see, ‘It’s going to look like this on me.’ I’m trying as well to have different types of skin colors and bodies to show the jewelry on different types of people,” says Camille Ouellette, owner of Camillette. 

When to use: Product pages, social media content, homepage hero images, email marketing, brand storytelling.

Flat lay photography

Flat lay shots capture products from directly above, arranged on a flat surface. This style works particularly well for smaller items, product collections, and “what’s in the box” content. The bird’s-eye perspective creates a clean, organized aesthetic popular on Instagram and Pinterest.

When to use: Social media, product bundle imagery, subscription box reveals.

Detail and close-up photography

Detail shots zoom in on specific product features—textures, materials, stitching, finishes, or unique design elements. These images do the job shoppers would normally do with their hands in a physical store.

For higher-quality or higher-priced products, detail photography builds confidence. It reassures customers that what they’re buying is well-made and worth the price, even if they can’t touch it yet.

Check out how leather retailer hardgraft uses detailed shots to show zippers, handles, and other unique features of its goods on its product pages.

When to use: Secondary product images, highlighting premium materials or unique features, supporting product descriptions.

Scale photography

Scale photography shows your product’s size relative to something familiar, like hands, people, furniture, or everyday objects. This style solves one of ecommerce’s biggest problems: shoppers misjudging size.

Without context, a product can look much larger or smaller than it really is. Scale images reduce uncertainty, set accurate expectations, and help cut down on returns.

When to use: Any product where size might be unclear, such as jewelry, home goods, furniture.

Group and packaging photography

Group shots show multiple products together, making them ideal for bundles, collections, or product ranges. They help shoppers compare options quickly or understand how items work together.

Packaging photography, meanwhile, highlights the unboxing experience—something that matters more than ever as customers research products through reviews, social media, and unboxing videos. 

Notice how Beardbrand uses this style to highlight the products offered in their bundles.

When to use: Product bundles, subscription boxes, gift sets, showing product range.

360-degree photography

360-degree photography captures your product from every angle, allowing shoppers to rotate it on screen. This creates a more interactive, almost in-store experience, which is especially useful for products with important details on all sides.

While more complex and costly to produce, 360-degree images can increase buyer confidence and reduce return rates by eliminating any post-delivery surprises.

Outdoor furniture brand Yardbird encourages shoppers to click and drag to get a 360-degree view of its products. 

When to use: High-consideration purchases, products with important details on multiple sides, furniture, electronics.

Most successful product pages combine several of these styles, such as white background for the primary image, lifestyle shots to set context, and detail photos to highlight quality. The mix depends on your product, your brand, and where your customers shop. 

Product photography setup: Essential equipment

Building a functional product photography setup doesn’t require professional equipment. Here’s what you need to get started:

Camera

The camera you choose plays a crucial role in the quality of your product images. 

High-end DSLRs like the Nikon D850 can produce stunning results, with pricing ranging from approximately $700 to $1,800 for used models in good to like-new condition, and around $3,000 for new bodies, but they’re not necessary for most small businesses. In fact, you can achieve great results with an iPhone or Android—check out our guide to smartphone product photography for tips.

Start with whatever camera you have available and assess the results. Remember, the camera is just one piece of the puzzle. Great product photography is the result of thoughtful lighting, exposure, styling, and post-processing decisions.

Tripod

A tripod is a three-legged stand that supports and stabilizes your camera. It’s crucial for product photography, ensuring consistent framing and composition across multiple shots.

Tripods are particularly useful when shooting with slow shutter speeds, which are often necessary when using small apertures to achieve greater depth of field. They’re simple to use: Set it up on a stable surface, attach your camera, and adjust the legs and head to experiment with different heights and angles.

For beginners, an affordable tripod is perfectly adequate. Check reviews for good, stable options in your budget.

White background

A clean white background and proper light control are fundamental for professional-looking product photos.

There are numerous options for white backgrounds. If you’ll be shooting frequently, consider investing in a white sweep (a curved white background that gives a seamless effect). Paper sweeps are particularly useful, as you can easily cut off dirty sections and roll down fresh material.

For a budget-friendly option, visit your local art or drug store and purchase poster board. Opt for pure white, as off-white or cream backgrounds are more challenging to edit to pure white in post-processing.

Table

A good table allows you to easily adjust the background, lighting, and products for various setups.

Standard folding tables work perfectly for product photography. Choose a table wide enough to accommodate your largest products with room for bounce cards on either side.

Cover the table with your chosen background material, allowing it to curve up against a wall or backdrop stand for a seamless look. Ensure you can work comfortably, whether standing or sitting. The table doesn’t need to be aesthetically pleasing, since it will be covered—focus on stability and appropriate size.

Tape

Securing your setup is crucial for consistent shots. Tape is an excellent tool for holding your background in place.

To avoid damaging your table, use strong, removable tape like painter’s tape or gaffer’s tape. Secure the edges of your background material (such as poster board or seamless paper) to the table, ensuring it’s taut and wrinkle-free as it curves up against the wall or backdrop stand.

Lenses

Your choice of lens significantly impacts the overall quality of your product photos. Consider your product size and shooting environment when selecting a lens. 

While lenses can be a significant investment, aim for versatility. A standard zoom lens allows you to shoot both larger products and smaller details. Two popular options are:

• A 24-70 mm f/2.8 lens: Versatile for close-ups and wider shots, with an f/2.8 aperture for low-light situations.
• A 50 mm f/1.8 lens: An affordable prime lens with a wide aperture that suits various environments and produces sharp images with pleasing background blur.

Experiment with different focal lengths to find what works for your products. Choose a lens that clearly and attractively showcases your product’s key features.

Lightbox

Lightboxes are excellent for product photography, creating even lighting and minimizing shadows for a professional look. They’re useful for photographing small to medium-sized products.

Using a lightbox is straightforward: Place your product inside on the white background. If your lightbox has built-in studio lighting, turn it on and adjust for even illumination. For more control, consider using external light sources.

Props

Props can help tell your product’s story by setting the scene, showing scale, or demonstrating use. However, it’s crucial to strike a balance—props should enhance, not overshadow, your product.

For example, when photographing a coffee mug, you might include coffee beans, a book, or a pastry to create a cozy scene. Arrange props naturally around the product, ensuring they don’t obscure key features. 

Consider color when choosing props to avoid clashing with your product. Take test shots and adjust your arrangement as needed to create a balanced, inviting image. 

Optimal lighting conditions

Natural light is ideal for photography, whether indoors or outdoors. When shooting indoors, a room with large windows adjacent to a wall provides excellent product photography lighting. 

Outdoors, open areas or tree-shaded spots can offer great lighting. However, controlling outdoor lighting can be challenging and may require additional tools like diffusers or reflectors. 

To achieve better control over your lighting, try using a softbox. These light modifiers evenly diffuse light to minimize harsh shadows. They’re especially useful for achieving consistent results, even in less-than-ideal lighting conditions.

Remember, distance from the light source affects your results: closer proximity creates softer light with darker, softer shadows, while greater distance produces lighter, sharper light. Experiment to find a space where you can manipulate light to achieve your desired look.

Equipment by budget tier

Your budget shapes your setup, but every tier can producesellable, professional-looking images if you understand the limits and play to the strengths of your gear. You actually don’t need a full studio to get started. 

• Starter (minimal investment). Smartphone camera, poster board background, natural window light, DIY reflector (white foam board or printer paper). This setup works for testing products and building initial listings.
• Intermediate (dedicated setup). Entry-level DSLR or mirrorless camera, paper sweep background, basic tripod, foam board reflectors, optional softbox or ring light. This level handles most product photography needs for growing stores.
• Professional (studio quality). Full-frame camera, quality lenses, professional backdrop system, multiple light sources with modifiers, editing software subscription. Consider this tier when photography volume justifies the investment or when product quality demands it.

Start with what you have. Upgrade individual components as you identify specific limitations in your current setup.

This is exactly what Piecework Puzzles did. 

“We created it all from scratch ourselves, for better or worse. I mean, some of those early photo shoots were literally in my grandmother’s garage, and we didn’t actually have a shot list for our first puzzle art shoot, which is just amazing in hindsight,” says cofounder Rachel Hochhauser. 

How to take professional product photos on a white background

• Set up your table
• Set your sweep
• Adjust your camera
• Set up your product
• Set up your reflector card
• Take the picture and evaluate
• Retouch your pictures
• Optimize images for your website

High-quality product photos can significantly boost your customers’ confidence in your offerings. While photo editing is important, the foundation of great product photography lies in the initial shoot. 

These eight steps walk you through the complete process, from setup to final export.

1. Set up your table

With your gear assembled, it’s time to create your shooting area: 

• Position your table close to a window, without intersecting the windowsill’s shadow.
• Start with the window at a 90-degree angle to your setup.
• The closer you are to the window and the larger it is, the softer your light will be.

Key tip: Turn off all other lights in the room to avoid contaminating your set—a common mistake many beginners make.

Experiment with different setups:

• Try rotating your set so the window is at a 45-degree angle.
• Position the window directly facing your set for varied natural lighting effects.
• For food photography, consider placing the window behind your setup for a dramatic effect.
• A garage with an open door can mimic window light without glass interference.

Avoid direct sunlight on your set, as it creates harsh shadows unflattering to most products and people.

2. Set your sweep

A sweep is a crucial element in any product photoshoot. It’s a single piece of material, typically white paper or fabric, that curves smoothly from a vertical position to a horizontal one. This seamless transition eliminates sharp corners or blemishes in the background, creating a clean, professional look for your product photos.

To set up your sweep:

• Position the top of the sweep material vertically, then let it curve gently onto the horizontal surface of your table.
• You may need to gently roll the board to achieve the right curvature.
• The goal is to create a smooth, uninterrupted background that transitions from behind your product to underneath it.

Setup options:

• If possible, place the table against a wall and tape the sweep to both the wall and table.
• Without a wall, create a support for the back of the sweep using bricks or a wooden block.

Position your product in the center of the flat part of the sweep, leaving room to add a white reflector card later. This setup will ensure your products appear to float in a clean, distraction-free environment, drawing all attention to the item you’re showcasing.

3. Adjust your camera

While every camera is different, here are some general guidelines to get you started:

• Set your white balance (WB) to Auto.
• Turn off the flash.
• Use the highest quality image settings available. If available, use RAW format for maximum editing flexibility. If RAW isn’t an option, choose the largest JPG setting. Select Large for image size and Superfine for quality.
• Set your ISO to 100 for minimal noise.

Exposure settings

Baseline settings for still products

With your camera on a tripod, you can prioritize image quality over motion concerns:

• ISO: Start low (around 100 to 200) to minimize noise and grain.
• Aperture: Mid-range apertures (around f/8-f/11) typically deliver sharp results from front to back.
• Shutter speed: Adjust until the exposure looks right—since you’re using a tripod, slower speeds are fine.

These are starting points. Every camera and lighting situation is different, so adjust based on your results.

For shallow-depth lifestyle detail shots

To isolate a specific detail and blur the background:

• Aperture: Open wider (around f/2.8 to f/4) for shallow depth of field.
• Shutter speed: Keep it fast enough to avoid camera shake if shooting handheld.
• ISO: Increase as needed to achieve proper exposure.

The blur effect (bokeh) works well for highlighting textures, logos, or unique product features.

For flash/strobe setups

When using artificial lighting, you need settings that work with your flash sync:

• ISO: Keep low for clean images.
• Aperture: Smaller apertures work well with flash power.
• Shutter speed: Check your camera’s flash sync speed and stay at or below it.

Consult your flash and camera manuals for specific sync speed limitations.

Pro tip: Don’t rely solely on the camera’s preview image. Use the histogram to ensure proper exposure. Adjust the exposure until the curve representing the white background touches the right edge without going over.

4. Set up your product

Positioning your product may seem simple, but it often requires careful attention to detail. For items like bottles, ensure the label is centered and straight. Expect to make numerous small adjustments to achieve perfect alignment.

5. Set up the reflector card

A white reflector card is your most valuable light modifier, versatile enough for any setup. It bounces light to fill in shadows, creating a more evenly lit image. Experiment with different card angles to find the most flattering light for your product.

6. Take the picture and evaluate

After capturing your image, take time and examine what you’ve created. This is where experience and education come into play:

• What aspects are working well?
• What could be improved?
• How can you enhance the overall image?

Experiment with different techniques to refine your skills over time. Upload your images to a computer for a more accurate view, as camera displays can be misleading. Consider using software like Lightroom to organize and perform initial edits on your images.

7. Retouch your pictures

Even well-shot photos usually benefit from some retouching. Your initial image should have a properly exposed product against a light gray background. Retouching helps:

• Clean up the background
• Remove distracting shadows
• Improve overall brightness and contrast

Retouching can be challenging for beginners, but tools like Shopify Magic make the process much more accessible. This AI-powered tool allows you to:

• Separate subjects from backgrounds
• Remove or replace backgrounds with up to four AI-generated scenes at a time
• Customize aesthetics, style, and context using text prompts

Alternatively, consider outsourcing to professional retouching services. Companies like Pixelz and Path offer affordable per-image options that can save time on large batches.

8. Optimize images for your website

Image optimization is crucial for both search engine optimization (SEO) and website load speed. Aim for a balance between image quality and file size. Smaller files load faster, but over-compressed images look unprofessional.

To optimize your images effectively:

Resize for the container

One way to optimize your image is to resize it to fit your website’s container. If your image is significantly larger than its display container, the full file still loads, slowing down your site.

Figure out the HTML container size

• Use your browser’s Developer tools to inspect the image element.
• Right-click on the image and choose “Inspect Element.”
• The sidebar will show the container’s pixel dimensions.

Pro tip: For sharp images on high-resolution displays, size your images larger than the container dimensions. Check current best practices for retina display optimization.

Resize the image

Use built-in tools like Mac Preview or Microsoft Picture for easy resizing.

• Open your image in the app.
• Adjust the dimensions to fit your container size.
• Export and save as a JPEG at 100% quality.

Compress the image

After resizing, you’ll notice the file size is still large. Smart compression removes unused data without sacrificing quality.

• Use Photoshop’s Save For Web function or specialized software like JPEGmini.
• These tools use algorithms to determine optimal compression.
• Avoid over-compression, which can make images look blotchy.

Recommendations:

• Image size: Large enough for sharp display on high-resolution screens.
• Format: JPEG.
• Colorspace: sRGB.
• Compression: Use JPEGmini or similar tool after export.

Platform-specific image requirements

Different platforms crop, compress, and prioritize images in different ways. Meeting each platform’s image specs makes sure your products look sharp, load quickly, and display exactly as intended wherever customers find them.

Here’s how to think about the major platforms:

• Shopify. Check Shopify’s help documentation for current recommended product image dimensions and aspect ratios. Square images (1:1 ratio) work well for consistent grid layouts.
• Amazon. Amazon requires your main product image be on a pure white background with the product filling most of the frame. Non-compliant images can suppress listings or prevent products from going live entirely. Always check the latest requirements in Amazon Seller Central before uploading. 
• Instagram/Facebook Shopping. Square and vertical formats perform well. Review Meta’s Commerce Manager for current specifications.
• Google Merchant Center. Product images must clearly represent what’s being sold, so no misleading props or excessive overlays. Images are reviewed both automatically and manually, so quality issues can lead to disapproved listings. Regularly review Google Merchant Center documentation, especially if your listings are flagged or disapproved.

Bookmark the official image guidelines for every platform you sell on and check them periodically, especially before large uploads or product launches.

Expert product photography tips

Consider these tips when taking product photos:

Use window light vs. lightbox

Window light (natural light) is often preferable because it’s a simple one-light setup, cost-effective, and easy to use. But it’s hard to get magazine-grade shots with natural light as it shifts too much over the course of a shoot.

When shooting with a light tent or lightbox, you enter into a multilight setup, which adds complexity and usually requires more advanced knowledge.

Multilight setups introduce several challenges:

• Cost. Lightboxes and additional artificial lighting can be expensive, potentially costing more than hiring a professional.
• Technical knowledge. You’ll need to understand how to balance exposure of different lights and position them properly. This includes learning about f-stops, shutter speeds, and their relationship to lighting.
• Color balancing. Each light source has a different color temperature, which can significantly affect your image.
• Flash complexity. If using flash instead of continuous light, you’ll face additional challenges with exposure, sync speed, and specialized triggering equipment.

The quality of light from a light tent is often very even and shadowless. While this might seem ideal, shadows are important for creating product shape and providing a sense of place. Window light often produces more dynamic and interesting images.

Like anything, there are limitations to DIY. Achieving perfect results with challenging products like clear or highly reflective items typically requires a multilight studio setup and a deep technical knowledge.

Use foam boards

Foam boards are versatile and essential tools for controlling light in product photography:

• White foam boards. Use these to reflect light back into shadows, brightening up the darker side of your product.
• Black foam boards. These can deepen shadows, particularly useful when shooting white products on a white background.
• Combining boards. Use white bounce cards in front and black bounce cards behind the product for a more sophisticated lighting setup.

Foam boards are ideal because they’re rigid and easy to position. You can purchase them on Amazon or at local drug stores. In a pinch, white printer paper or poster board can serve as alternatives.

Learn basic photo editing techniques

Mastering photo editing skills can significantly enhance your product images and workflow:

• Cost-saving. Reduces the need for professional editing services.
• Control. Gives you complete authority over the final look of your images.
• Versatility. Allows you to repurpose photos for various marketing channels.

Start with Adobe Photoshop Tutorials for accessible lessons applicable to various software. After learning the basics, choose a photo editing software that suits your needs and budget.

Shoot multiple angles

Providing various perspectives helps shoppers better understand your products:

• Eye level. Shows the product straight on, as typically seen.
• High angle. Displays the product from above.
• Low angle. Captures the product from below.
• Bird’s eye. Offers a top-down view of the product.

Two additional angles worth considering:

• Three-quarter. Shows depth by capturing the front and one side, which is often the most flattering angle for products with interesting dimensionality.
• Back view. Essential for products where the back matters (clothing, bags, electronics with ports).

Keep your camera and tripod in the same position during the shoot, rotating the product instead. This ensures consistency and reduces post-production editing.

Consider hiring help

If you’ve reached your limitations, professional photography might be a worthwhile investment:

• Cost. Professional product photography pricing varies widely based on complexity, volume, and photographer experience. Request quotes from several photographers to understand current rates in your area.
• ROI. Better quality photos can significantly increase online sales.
• Expertise. Professionals can handle challenging products or complex setups more efficiently.

Professional help makes sense particularly for challenging products (e.g. glass, jewelry, highly reflective surfaces) where DIY limitations become apparent. A single session with a professional can also teach you techniques to improve your own work.

Write great product descriptions

Pair your photos with compelling product descriptions to create high-converting product pages for your ecommerce store:

• Provide comprehensive information about the product.
• Use descriptions to influence purchasing decisions.
• Ensure your copy complements and enhances your visual content.

Troubleshoot your product photos

Even with the best equipment, you can run into issues where your photos don’t look quite right. Here are quick fixes for the most common product photography issues:

The background isn’t pure white

This usually happens when the camera meters for the white background and underexposes the image and makes it gray. To fix this, slightly overexpose your shot (by 1 or 1.5 stops). In post-processing, use the Whites or Levels slider to brighten the background until it clips to pure white.

The product looks flat or has no depth

Often caused by lighting the product directly from the front like using a built-in flash. Move your light source to the side to create shadows that define the shape. You can also place a black foam board on the side opposite the light to deepen shadows and add contrast.

Harsh reflections on glossy products

Small, hard light sources create glaring hotspots. Use a larger light source, like a softbox or a diffuser sheet, to spread the light out. You can also try angling the product slightly or using a circular polarizing filter (CPL) on your lens to cut through the glare.

Colors don’t match the real product

Lighting has different temperatures that can distort colors. Ensure your camera’s white balance is set to match your light source. For more accuracy, include a gray card in a test shot to calibrate later. Finally, always export your images in the sRGB color space to ensure they look consistent across all web browsers.

Reflective or transparent products look wrong

Glass, jewelry, and metallic surfaces create unique challenges because they reflect their environment, including your camera, lights, and room. For reflective products, try using a light tent or surrounding the product with white cards to create clean, even reflections. 

For transparent products like glass or bottles, light from behind or to the side rather than from the front. Consider placing the product on a reflective surface (acrylic or glass) for additional visual interest. These products often require experimentation, so take test shots and adjust your setup incrementally.

Maximizing your product photos

The best ecommerce sites share a common feature: stunning product photos. While professional ecommerce photography can be expensive, there are numerous product photography tools available to help you create impressive images yourself.

By following this DIY product photography tutorial, you can produce high-quality images for your online store. As you gain confidence behind the camera, you can explore different types of photography to enhance your product presentation.

The best part? You’ll have full control over how you build your brand and showcase your products online. When done well, you’ll increase sales and conversions on your website and grow a successful online business. Who knows? You might even develop the skills to sell your own photos online one day.