Photography is critical in defining a product to consumers and can even make or break its success. Whether shot in the studio or on location, an effective photograph conveys the product’s concrete benefits and its most indefinable aura. Shot against strategically designed sets and backdrops, it defines the product within its environment and gives it distinction in an overcrowded marketplace.Photographs of conceptual products like software, financial services, and educational programs must make the abstract tangible and real. They must illustrate how these products and services work as well as the value they provide. A strategically-designed photograph describes the unique experience the product delivers with power and eloquence, often expressing the emotional as well as the practical benefits.
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