Clients often ask me whether they should go for photos “on white” or “with some kind of scene”. The answer: it depends on where the photo will be used and what it should tell the customer. Each type of photo does a different job, and they work best together.
What is a packshot
A packshot is a photo of the product alone on a clean, usually white background. Nothing distracts from it: you can see the shape, colour, material and details. The customer knows exactly what they will get.
Packshot: gloves for Hard Enduro Shop on a pure white background.
A packshot works best:
- as the main photo in an online shop and in category listings, where all products should look consistent,
- on marketplaces such as Alza or Amazon, which require a white background for the main photo,
- in price comparison sites, catalogues and wholesale materials,
- when you need to show colour variants side by side.
What is a lifestyle photo
A lifestyle photo shows the product in a setting or in use: cosmetics on a bathroom shelf, gloves on handlebars, a mug in someone's hand. It sells not just the item but a situation and a feeling. The customer can more easily imagine how the product would look at home, how big it is and what they would use it for.
Lifestyle: toTap laundry fragrance in the laundry room, where it is actually used.
A lifestyle photo works best:
- on social media and in ads, where the photo has to stop people scrolling,
- as the second to fourth photo on a product page,
- on the shop's homepage, in banners and newsletters,
- for products where it is not obvious at first glance how they are used or how big they are.
Quick comparison
| Packshot | Lifestyle | |
|---|---|---|
| Main job | show exactly what the customer gets | show why they want it |
| Where | online shop, marketplace, catalogue | social media, ads, website |
| Consistency | all products look the same | every photo is unique |
| Preparation | quicker, can be shot in larger numbers | needs an idea, props and a scene |
| Lifespan | long, until the product changes | shorter, follows seasons and trends |
In between: creative product photography
There is also a third way. A creative photo needs neither a real setting nor a model. The product stands on a coloured background, levitates, or is surrounded by the ingredients it is made of or by shapes that evoke the brand. I enjoy making these photos, and they often work better than classic lifestyle shots because they stand out and keep the brand's style consistent. One example is the levitating car air fresheners for Vonky.cz.
My recommendation
For most online shops, this combination works: one to three packshots of each product (front, side, detail) and one or two lifestyle or creative photos for your best-selling products. Packshots carry the catalogue, lifestyle photos bring people in from social media and ads. You don't need a lifestyle photo for every product, only for the ones you want to promote.
Not sure what makes sense for your products? Write to me, I'll look at your shop and suggest which photos will pay off.