Breaking Into the Business of Pack Shot Photography: A Guide for Creators Who Want to Work

 

Breaking Into the Business of Pack Shot Photography: A Guide for Creators Who Want to Work Pack shots—those clean, clear, and compelling product photos you see on white backgrounds—are the unsung heroes of commercial photography. They might not win you awards or likes on Instagram, but they will get you paid. Whether you're a seasoned photographer looking to shift into a more stable niche or a content creator curious about commercial work, pack shot photography is a skill set worth mastering. In this post, we’re going to break down how to get into the business of shooting pack shots—from gear and workflow to pricing and finding clients. This isn’t about theory—it’s about how to actually get work. What Is a Pack Shot, Exactly? A pack shot (short for package shot) is a photograph that shows a product—usually on a white or neutral background—with no distractions. The purpose is simple: to clearly represent what the product looks like for use in eCommerce listings, catalogs, Amazon, Shopify, and B2B sales materials. In its purest form, it’s a single product, shot dead-on, front and center, with even lighting and accurate color. No frills, no props. Just you, the product, and the lens. But don’t let the simplicity fool you—there’s a world of nuance behind a clean shot. Shooting pack shots professionally means knowing how to handle reflections, transparent materials, labels, condensation, texture, glare, and post-production workflows that scale. Why Shoot Pack Shots? 1. They’re Always in Demand Everything sold needs to be photographed. Every time a new flavor, bottle, or SKU comes out, someone needs to shoot it. From startup CPG companies to massive multinational brands, there is always work in this space. 2. Repeat Business Pack shots are repeatable and scalable. Once a client trusts your work, they’ll come back with more products. This is how you build a roster—not by chasing one-off projects, but by becoming “their photo person.” 3. You Control the Environment You’re not chasing light or dealing with flaky models. You shoot when you want, with controlled lighting, indoors, on your own schedule. It's one of the few niches in photography that allows for consistency and systemization. 4. It Builds Into Bigger Work Start with pack shots, earn trust, and then clients start asking you to shoot lifestyle scenes, recipe content, or ads. Pack shots are the entry point into a client’s marketing ecosystem. The Skills You Need to Succeed 1. Lighting Mastery Lighting is everything. Your client wants a clean, evenly lit image that doesn’t flatten the product. Learning how to create dimension while avoiding shadows and color casts is key. Whether you’re using strobes, continuous lights, or a mix, your job is to light the product in a way that reveals texture, shape, and label detail—without distracting hotspots or blown-out areas. 2. Lens Discipline Your choice of lens impacts distortion and perspective. In most cases, you want a 50mm–100mm equivalent. Vintage macro lenses can give your shots a unique character, but always test for edge sharpness and chromatic aberration. 3. Post-Production Workflow Shooting is only half the job. Your ability to clean up dust, correct color, drop in clipping paths, and export consistent files is what makes you valuable. Learn batch processing in Lightroom and cleanup in Photoshop. Build actions and automation that speed up your workflow. 4. Color Accuracy If your client sells a red can of soda, it better look like the same red can in your photo. That means color-calibrated monitors, proper white balancing, and controlled lighting environments. What Gear Do You Really Need? You don’t need the newest 100MP camera. In fact, most pack shots end up compressed on websites or Amazon, rarely printed larger than a postcard. Here’s a reasonable setup: Camera: A 24–42MP DSLR or mirrorless camera is plenty. Use what you have. Old cameras still make money. Lens: A 90mm or 100mm macro lens is a workhorse for pack shots. Vintage Sekor lenses work great too—if you know how to work around their quirks. Lights: Two or three softboxes with daylight-balanced LEDs or strobes. Add bounce cards, reflectors, and flags as needed. Tripod: A solid, adjustable tripod for consistency. Background: Seamless white paper or acrylic. You can also use light tables or translucent plex for shadowless setups. Tethering Setup: Tethering helps you catch dust, reflection, or label issues live. Use Lightroom, Capture One, or software that fits your budget. How to Start Getting Clients This is the part most creators dread—not the photography, but the business. Here’s how to do it without feeling like a sleazy salesperson. 1. Create a Sample Portfolio Start with 5–10 sample shots. Buy a few products from your local store—ideally ones that are photogenic and have clean packaging. Shoot them like you would for a real client. Keep it simple: One hero image One angled shot One close-up showing detail Then export clean, cropped, optimized JPEGs for web. Keep your editing tight and consistent. 2. Build a One-Page Website You don’t need a full website with 20 tabs. A single page with: Your name Your pack shot portfolio A list of services (e.g. “White background shots for Shopify, Amazon, and print”) A contact form Use Carrd, Squarespace, or a basic WordPress install. Just make it clean and mobile-friendly. 3. Pitch to Local Businesses Start with businesses in your area: Food producers Coffee roasters Breweries Health products Beauty brands Send a short email like: “Hi, I’m a local commercial photographer who specializes in clean, high-quality product photography. I’d love to shoot a few of your products for your website or eCommerce listings. I offer affordable rates for small brands and quick turnaround. Would you be interested in seeing examples?” Attach 2 or 3 photos (not a Dropbox link—real images in the email). Keep it simple. You’re not begging—you’re offering a solution. 4. Use Instagram Strategically Post your best work in carousels and reels. Tag the brands if applicable. Use relevant hashtags like: #productphotography #packshots #ecommercephotography #brandingphotography Use Instagram DMs to reach out to newer brands. Don’t sell—just say: “Hey, love your packaging. If you ever need product photos, I’d love to work together. I’m based in [city] and specialize in clean commercial images.” Keep it human. Pricing Your Pack Shot Work Pack shot pricing can be tricky. Don’t underprice yourself, but be realistic when you’re just starting. Here’s a starting framework: Per image: $35–$75 for clean white-background shots Half-day (up to 15 shots): $400–$600 Full-day (up to 30 shots): $800–$1200 You can add extra charges for: Complex retouching Transparent products (bottles, glass) Rush delivery Cut-outs / clipping paths Usage rights (if the images are used in advertising, packaging, etc.) Tip: Offer “starter packs” for new brands—say, 5 shots for $250. This gets you in the door. Once they see your work, you can upsell them on more. Building Efficient Systems Efficiency is everything. If it takes you 4 hours to retouch one shampoo bottle, you’re not running a business—you’re doing a hobby. Build systems: Pre-light your set so you can drop in new products with minimal adjustment Use templates for camera settings Build Photoshop actions for retouching Create delivery folders for clients with naming conventions (e.g., [brand]_[product]_[angle]) Use client intake forms to gather info (dimensions, material, desired output) You’re not just a photographer—you’re a service provider. The easier you make the process for clients, the more they’ll return. What Clients Actually Want Most clients don’t care about your gear. They care about: Speed: Can you shoot this in two days? Clarity: Can I use this on Amazon, Shopify, and Instagram without explaining file formats? Reliability: Do you hit deadlines and respond to emails? Consistency: Does shot #37 match shot #1? Be the person who makes their life easier. You don’t need to be flashy. You just need to be dependable. Common Pitfalls to Avoid ❌ Over-editing Don’t add shadows or effects unless requested. Clean and simple is king. ❌ Ignoring the Label If the label isn’t flat and centered, reshoot. One wrinkle can ruin the whole image. ❌ Skipping a Test Shot Always send a test image to the client for approval before you shoot the whole set. Saves time and rework. ❌ Not Knowing the Specs Ask what the images are for—web, print, Amazon? Each has different size and compression needs. How to Scale Once you’ve shot for a few clients, here’s how you grow: Build a library of reusable lighting setups Create a client onboarding checklist Subcontract retouching if you get busy Raise your rates as you get more clients Offer add-ons (GIFs, 360 spins, lifestyle photos) Eventually, you’ll go from $35 photos to $1,200 days. Then $3,000 campaigns. But it starts with one product, one table, and one clean image. Final Thoughts: Make It About Service, Not Just Art Pack shot photography isn’t about being the most creative person in the room—it’s about being the most useful. You’re helping people sell their products. That’s valuable. That’s professional. And if you’re consistent, clear, and client-focused, you can build a six-figure business doing this kind of work. The camera is your tool. The photo is your product. The client is your priority. Now go find something to shoot.

- Studio L7

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