Packshot, flat lay, lifestyle. They all sound similar, but each one does a different job for your brand. Picking the right mix means your product page answers questions, your social feed stops the scroll, and your ads actually sell.
I shoot all three for product and ecommerce brands in Liverpool. Here is how to decide what you need.
The short version
- Packshots: clean, consistent, on white. They show exactly what you are buying.
- Flat lays: styled from above. Great for sets, kits and social.
- Lifestyle: your product in a real setting. They sell the feeling.
- Most brands need a mix. Packshots to buy, lifestyle to want.
- Shoot them together. One booking, one consistent look.
Packshots: the ones that do the selling
A packshot is your product on a clean background, usually white, lit evenly and shot the same way every time. They are essential for marketplaces like Amazon, they make your collection pages look tidy, and they show customers exactly what they are getting. If you sell online, you need these first.
Flat lays: styled from above
A flat lay is shot looking straight down on a styled arrangement. It is perfect for gift sets, beauty ranges, stationery, food and anything that looks good grouped together. Flat lays are strong on Instagram and in emails, and they tell a little story about how the products fit together.
Lifestyle: your product in the real world
Lifestyle images put your product where it belongs: the chocolates on a dinner table, the candle on a shelf, the jacket on someone walking down Bold Street. They help customers imagine owning it, and they are the images that perform best in ads and on social media.
So which do you need?
If you are launching an online shop or listing on a marketplace, start with packshots for every product. Then add a handful of lifestyle and flat lay images for your hero products, homepage, social and ads. As you grow, refresh the lifestyle images seasonally and keep the packshots consistent.
Add video on the same day
Once the set is built and lit, short vertical clips, turntable spins and stop motion add far less cost than a separate video shoot. They are brilliant for product pages and Reels.
Choosing your product shots
Packshots for
- Product pages
- Amazon, Etsy and marketplaces
- Collection pages
- Wholesale catalogues
Lifestyle and flat lays for
- Homepage and banners
- Social media
- Paid ads
- Email campaigns and press
Questions brands ask
Which should I shoot first on a tight budget?
Packshots of your best sellers. They are the images people need to see before they buy. Add lifestyle shots for your hero products once those are covered.
Can I bring props or do you style it?
Both work. Bring anything that fits your brand, and I build the set and styling around it on the day. You are welcome to come along and art direct.
Can we use the photos in paid ads?
Your website, shop, marketplaces, organic social, email and packaging are covered as standard. Paid advertising is licensed on top and agreed up front.
More guides for product sellers: Amazon and Shopify product photo requirements and How to prepare your products for a photoshoot.
Got products to shoot?
Send me your product list and let’s make them shine
Tell me what you sell, how many products and where the images will be used, and I will come back with a plan and a clear quote.