4 Steps to Hiring a Product Photographer for Packaging

Needing photos for product packaging? Here are the best steps on how to work with a commercial photographer with creating images for boxes, bags, tags, labels, and the like.

Looking for a Photographer for Product Packaging?

When you’re launching a new product, getting sharp, detailed imagery for the packaging is often a critical element to entice customers to purchase a product on display in the store. As a commercial photographer, I live my day-to-day life observing images everywhere…from the store, to online ads that Facebook wants to feed me. Although advertising photos can move the needle for orders, one type of photography that might be forgotten is packaging photography.

Sure, it’s cheaper to sell product packaged in boring, kraft boxes. But if you’re needing quality images for your products that will be displayed in retail stores, customers need to see what’s inside. Here are four steps on how to get the best product photography for your packaging.

1. Get details and budget from your team.

If you are working with a marketing and design team, you’ll need to get specific details on the size, dimensions, colors, and style of the packaging. This also includes, how many sides of the package do you need photos for? As far as budget goes, you’ll need to confirm a budget range from your company for the set of images for product packaging. At minimum, companies will receive quotes from photographers that include a day rate plus the price of the images.

Here are some of the details for product photos for packaging that you would need to provide to your photographer:

product function – what the product does, and how
Photos of the product – they can be cell phone photos or mockups. Photographer needs to see the colors, patterns, etc. If it’s a new product that’s not launched yet, send a cell phone photo or video of the product to the photographers you’re interested in hiring. A great product photographer will need to know the colors, patterns, textures, and shine of the product in order to determine the best way to shoot to showcase the product.
Size and dimensions of the product
Background color of the packaging – this determines the color of background needed, and how the product will be shot.
Any models or hand models needed?
Should the product be photographed with any props? Figure out the best props needed from the creative director. Calculate the props for this shoot. Sometimes, the photographer will guide clients through this in making sure the right props are needed. If you need to discuss this with the photographer to get their recommendations, make sure they’re aware.
Should the product be photographed in action?
If food is needed for the image, what kind of food, and what should it look like? Will this be supplied by the company, or will we need a food stylist to obtain the food and properly style it for the camera?
Does it matter where the shoot will occur? In a studio, or rental location?
Cost of shipping of items
When the shoot will occur
Turnaround time needed for images
Format of images needed – Typically this will be high res images, but if there’s something specific your graphic designer needs, you’ll need to convey that.
Retouching – will the photographer or their retoucher edit the image, or do you have a graphic designer on your team who will do this?

2. Identify key images needed to be created by your photographer.

You also need to answer the question: do we need a lifestyle image on any part of the package? Typically, having a sharp, detailed still life image is ideal for the front part of the package, and a lifestyle image, such as the product being in use, will be on the sides.

3. Send product and packaging details to the photographers you're interested in.

This is important, because you want to make sure that you get the best images for your buck, and you want to make sure that you hire the right photographer. A good commercial photographer would be able to look at the project requirements and determine if they are the best photographer for this job or not. For instance, if need a certain style of imagery, a good photographer would need to prove that they can replicate this look for your photos. And, if you are needing a splash shot of liquid with your product, a photographer who specializes in lifestyle imagery would refer this project to a beverage photographer or photographer who has experience in beverage and liquids.

How do you send these details to the photographers providing you quotes? There are a few ways you can do this:

A website link.
A google doc
A PDF
JPEG images from your graphic designer

4. Wait for quotes, and then review them.

You’ll need to review the quotes, offers from each photographer. Go with your gut with the best photographer for this job, based on the communication with them and their work. Photographers might be open to doing a spec shoot - which is a test shoot to see how the final image should look like. When you receive the final quotes, review them all with your team and feel free to ask questions to clarify. Estimates with the most detail provided are a great way to make sure your shoot is a success! You don’t want to have any unexpected costs occur for a shoot, and all the pieces need to be in place before a shoot starts. Ideally, your company should plan to pay the photographer the deposit upon signing the agreement. This makes sure the photographer doesn’t do any work until they are officially hired for this job. Once the deposit is paid, all the planning and work begins, and that photographer sets aside their time, team, and talent to make sure you have the best images needed.

Photography Pricing & Negotiating

What should you expect with pricing for your business photography? What are ways you can negotiate? Here is my “cliff notes” explanation of pricing.

How to Work with a Freelance Photographer

Every growing business needs to work with a freelance photographer at some point. Here are some key tips for success when with working with a freelance or commercial photographer for your company.