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What is packshot photography?

A packshot can easily be defined as an image of a product that includes the packaging or labelling of the product. A packshot or packaging shot helps to communicate the brand’s commitment and well-roundedness. Great packaging creates expectations and if executed well, it can increase the brands’ perceived value.

Packshot best practices.

When taking packaging shots it’s essential to follow these basic practices to get the most from your packshots.

1. Make sure that all the writing on the label is clear. Use silhouettes to emphasise specific characteristics that might be worth sharing with your customer.

2. All design elements should be clear. Use lighting to softly highlight the desired area without distraction from the entire product. Colours should be accurately replicated.

3. Invest in good quality equipment to portray the product realistically

4.  Do not over-edit pictures or use filters because it might set high expectations that are unrealistic.

5.  Shoot products in front of a white or blank background to get the buyers attention.

6.  Use the Right Camera Settings and always turn the flash off. Camera flashes create an unnatural light.

7. Shoot the products from multiple angles to try and show all of the product.

Why use packshots?

A packshots purpose is to reflect the product exactly the way it looks in real life. Packshot photography leaves little room for artistic or creative expression. You can play around with the lighting, allowing for a lighter or darker image with specific areas highlighted more than others. The primary purpose is for the photographer to ensure that the products colours, form and labelling is clear and as accurate as possible. Packshots are very common because there’s no distraction from the product, as it only shows the product and packaging. Showing the packaging could also convey your brands’ identity and will help create an expectation. By following the “Packshot best practices” you can ensure that the product is accurately presented to the customer, to avoid false purchases and reduce returns and complaints.

An example of a well-executed packing shot. Reference: Beauty Box 

What is a 3D packshot?

A 3D packshot can be produced by either rendering the product in 3D utilising CGI. These are getting increasingly popular and are a great way to get your customer to interact with your product. Creating 3D could initially be costly but depending on the scale and type of product, this might be worth the investment. A CGI (computer generated image) can also easily be colourised and resized which could save you time. At Doopic we can help you create or visualise your products in 3D. For more information click here

Source dribble / Artist 

What is a 360 packshot?

360-degree packshots are either created by special machines that turn the object around taking multiple images or can be done by manually rotating the object keeping the camera angle and position the same. By stitching these images together, you can create a 360-degree view of your product.


When promoting a product, it’s important not to set unrealistic expectations for the consumer. The product must be displayed as good as possible, to avoid disappointments and returns.  By following the “Packshot best practices”, you can gain the customer’s trust and increase sales on your website.

At Doopic we can assist you with your image editing needs. For more information please contact us here. 

How to guide: Colour Optimisation
How to guide: Colour Optimisation

In this guide we are going to analyse all the aspects of colour optimisation, accompanied by examples and as well as a step by step photoshop guide. So lets start.