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360 Degree Product Photography

360 Degree Product Photography Growing In Importance

A recent Adobe report looking at the effectiveness of various rich media techniques used by on line retailers produced some fascinating results.

  • Side by side comparisons, Lifestyle imagery (i.e. having the product photographed in a room or actually on a person), colour swatching or colourising, product comparisons and zoom all achieved a below 15% improvement
  • Adding audio, having interactive design tools, and interactive catalogues / brochures all achieved a 30% improvement
  • Shop by outfit, room or collection and 3 d visualisation achieved a 60% improvement
  • 360 degree product photography achieved a 170% improvement
360 Degree Product Photography

360 Degree Product Photography – What Is It

360 degree photography is a photographic process whereby the item to be photographed is placed on a rotating turntable. Multiple still photographs are taken of the product as it rotates typically on a turntable. These still photographs are then animated using specialist software and uploaded to the website. When a person / shopper visits the site they can simply use their mouse / touch pad to control the animation speed and recreate a view of the original product spinning at 360 degrees so that they can see every possible view of the product. The process is at a relatively early stage so as a result it is known by a number of different names such as

  • 360 spins
  • 360 degree spins
  • 3d objects (Note they are not actually in 3 dimensions as compared to more complicated and complex 3d rendering)
  • 360 photography

There are three key stages to 360 degree photography

1. Stage one the photography – which requires more time and expertise than traditional single image photography

  • For starters  – there are lots more images to be taken
  • Each image needs to be lit correctly
  • If you are shooting reflective products you need to manage reflections
  • Gaining consistent images can be a challenge, a range of turntables will be needed to be able cope with items from a ring to a scooter
  • Styling of the product to make sure that it looks correct from the very first shot is critical. Again if you get the wrong style at the start it will be replicated for all of the images, that could lead to lots of re shooting. Typically 36 images will be required per rotation i.e. an image every 10 degrees

2. Processing – the removal of dust, scratches, colour balancing from all 36 images to ensure consistency and continuity
3. The final stage is animation
We will be producing more information on 360 degree product photography, showcasing examples and case studies. For more information click on 360 degree product photography  click here or click on this link to discuss 360 degree product photography

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