What is a Point of Purchase (POP)?
It is a graphic used at the store, the point of purchase, where customers can see it clearly.
These images are usually bold, graphic and create a desire in the customer to purchase right away.
Think of them as ads that are right there in the stores, right where the people are looking to buy.
[NOTE: It is IMPORTANT to read this post as well.]
A Google Search reveals hundreds of images that show POP graphics in use. Notice what is similar… clean, clear graphical shots of the product in use or in a ‘beauty shot’ state.
Some examples of Jewelry POP imagery.
Note what is similar. Graphical and clean design, and featuring the jewelry in the best light.
Shooting jewelry can also be called “Dealing with Reflections” as that is exactly what it is. Reflections.
Choose your subject carefully. And when you are looking through the lens, note how the jewelry will – in most cases – reflect its surroundings. That means YOU have to control what is getting reflected. White cards are your friend. Small and medium white cards can give that little edge something to reflect.
Use paper clips or clay to hold the cards. Use clothes hangers and clamps to ‘fly’ a card above a piece of jewelry.
Think broad sources (softboxes or scrims) to allow as much coverage as possible for the jewelry. Small lightsources create sharp speculars. That is USUALLY not what is wanted, but if you have a style… well, there are no wrong or right ways.
Keep in mind that if it is silver or gold metal, the designer wants to see that. If it is a black blob with a specular highlight, you better have a good reason.
Umbrellas are not the best as they provide round sources and the ribs can be reflected back. However, an umbrella with a sock or scrim in front of it may be just fine for small jewelry.
Great image making.
Images due before Wednesday, September 18th. Webinar at 6PM PST.
Webinar for this assignment is here. You may just click this link at the start of the Webinar if you wish to not sign up, however you get reminders if you do sign up and no one tries to sell you anything.