Workshop #1 -- Show Them What You've Got!

Buffalo Etsy Team Workshop Series  #1

Show Them What You’ve Got!

Photography for the Etsy Shop Owner (and other online sellers) 

Recently the Buffalo Etsy Team held the first in a series of workshops 

for Etsy shop owners and online sellers. The focus of this workshop was product photography.

Professional Freelance photographer, Mark Busch (http://markandrewbusch.com/what-i-do/ ) presented a very interesting and informative workshop on how to take great photos with the equipment you have.

Mark began with a basic overview of photographic terminology and camera settings; not only for professional grade cameras, but for point and shoot cameras as well.

Next Mark explained to participants how to use inexpensive and often-on-hand items to improve their photos. PVC pipe, work lights with clamps, a cardboard box, white paper and aluminum foil were all put to use at various times.

  

 Mark also demonstrated how to use an inexpensive light box (found on Amazon.com)

The workshop was a great success, as you can see from the comments of the participants:

Linda

http://www.etsy.com/shop/LRichardsDesign

                                                         

I’m inspired to use a light tent that I've had for a while but haven’t used.  The two lights that were clamped to the sides would be very helpful to me to give my jewelry added light.

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Suzanne

http://www.etsy.com/shop/ZanieCraftsFeltedArt

I am now using the light setting on my camera to correct for the different types of available light.  I didn't even know that my camera had that function, but now that I do, I'm using it to somewhat correct for the poor lighting and different types of light conditions in our house.  

He also explained how to create a larger version of a light tent setup that used PVC pipes and a roll of craft paper.  Using that along with the light clamps on each side of the tent and above with paper to spread out the light would be very helpful with my larger felt items that might not fit in a light tent very easily (e.g. larger handbags or the felt scarves).  

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Erica

http://www.etsy.com/shop/PECollectibles

I didn't realize Amazon would be a good source to purchase a light box to take photographs.  I did and am pleased with my purchase.  

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Strix

http://www.etsy.com/shop/MarbleBagelDesigns

I never thought about the type of light.  I always thought it only really mattered if it was bright enough.  Now I better understand how to compensate for lighting conditions that I’m using by changing my camera settings.

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Sarah

http://www.etsy.com/shop/OliverPlays

Since I don’t have a good camera and I used my Iphone, I was having trouble maintaining color of my fabrics.  I learned that I could take photos outside or by the window even on a cloudy day and still get a good photo.  Just by making sure that the sun is at a good position in the sky when you are shooting, you can maintain the proper color of the fabric.  Also, a cloudy day can actually work to your advantage for maintaining colors since there is a natural filter on the sun.

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Sara

http://www.etsy.com/shop/goldhawkpotteryetc

I learned that using a white paper in the back of the item can reflect back light onto the back of the item being photographed.  This helps eliminate the inevitable shadow.  I’m always trying to eliminate glare and shadows on my pottery.

The workshop was held at Creative Essence (http://www.creativeessenceshop.com) in Clarence Center, NY.  The Buffalo Etsy Team would like to thank Michele and Tammy for being wonderful hostesses.  Stop in and say hello. It’s a wonderful place to create!                                                                              

Improve Your Etsy Product Photos: An Interactive Workshop

Are you looking for some guidance on how to take better photos of your product for selling on Etsy? Why not join members of the Buffalo Etsy Team for this special workshop on best practices in digital photography to make your work stand out.  This event will feature demonstrations and techniques that will help Etsy sellers at all levels by emphasizing tips and tricks ranging from knowing your camera settings, optimal image quality (for posting on Etsy), lighting and more. 

When: Tuesday, July 1, 2014, 6:30 PM – 8:30 PM

Where: Creative Essence, 9450 Clarence Center Road, Clarence Center, NY (corner of Goodrich, 2.5 miles from Main Street). Plenty of street parking is available.

Workshop presenter: Mark Busch, photographer, website designer, and internet marketing strategist.

WHO SHOULD ATTEND? This workshop is open to Buffalo Etsy Team members, and all who are selling their work online with a focus on Etsy.  Registrants are encouraged to let us know their photography questions on the registration form so we can address specific needs.

REGISTER NOW as seating is limited.  Tickets are $7.50 per person.  You can pay using your Paypal account.  Light appetizers and drinks will be provided.  Street parking is available. We will also have some Etsy swag to give away!

Register on Eventbrite here: https://www.eventbrite.com/e/improve-your-etsy-product-photos-an-interactive-workshop-tickets-11799926899

The Buffalo Etsy Team is grateful to Creative Essence whose mission is to provide a community space that supports creativity using a multitude of mediums where people come to share skills, inspiration and a few laughs along the way.  For more information visit their website at http://www.creativeessenceshop.com  

Photo tips 6: Image size

Let's talk about the types of images that Etsy shops use, and how to use them to your advantage!

• Banners: 760 x 100 pixels
• Gallery view: 170 x 135 pixels (1.26:1 ratio)
• Main image: 570 x 425 pixels (1.34:1 ratio)
• Profile: 75 x 75 pixels

Etsy's format works best with horizontal photos. Don't worry about cropping your pictures exactly to the gallery ratio, because you can adjust the zoom of your preview image right in Etsy's listing page (the second part):

And of course, once your buyers are on your listing page, photos are not cropped at all.

HOWEVER ...

Etsy listings photos will "set" the size based on the first image. To wit:

Gah! So, make sure your biggest image is your first image!

Also, once you start cropping your images, try to stay the same. You can see in the above collage that the first picture fills out the frame, yet the next two have gray bars above and below the photos like letterboxing of widescreen movies. Most image programs will have the ability to set crop width and height, and you can draw a perfectly proportioned box every time.

If you want to get close to the correct ratio, cropping/resizing to 850x675 or 1020x810 is your best bet.

There are a few approaches you can take with your thumbnails. You can show a good overview, an interesting closeup or a nice staged photo. It all depends on how symmetrical (or not) you want your shop to look. What entices buyers into your store and listings is different for every person, so offering multiple views is good to catch every customer.

The most important part, in my opinion, is to have a cohesive look to your shop and your photos. Pick a look and stay within the general theme of it. It makes your shop look professional and instills confidence in customers to click "buy"!

— Jocelyn | paragraphloop

Photo tips 4: Staging your products

You've made a gorgeous piece of craftsmanship, now how do you best represent it to your customers?

Etsy listings have five free photo slots available. The better you can use these slots to your advantage, the more likely you are to have good views and sales.

Five types of photos will cover most of the bases:

1. Overall image
2. Detail
3. Reversed (back of item)
4. Item in use
5. Packaging

Variety of angles is very important, as customers are "buying blind" without a chance to see or handle your products in person first. There have been times where I'm shopping and found that a different angle of the sweater or purse makes me want it more. And often times, if I can't get a good idea of the product's size or features, I'll just walk away and find something else.

Another creative way to use your allotted slots is to create a collage. These are pretty easy to do with photo editing software:

Backgrounds

White posterboard: You can buy this very cheaply from Walmart. Tape it to a table pushed up against a wall, so the paper is curved. This will avoid a harsh line in the background. Use the matte side, rather than the shiny side, to avoid glare.

Light box: This is particularly good for jewelry, pottery and other small/medium objects. It gives even lighting from all sides, and you can shoot any time of day. The diffusion of light provided by the veiled sides helps eliminate harsh shadows.

Step-by-step instructions for a DIY light box here!

For larger objects, you'll want to find a large, empty space to take photos. Clothing should be shown on a person or mannequin if possible. Hanging against a white wall on a wood hanger also looks nice. Quilts and blankets can be shown folded against a white background, but staging them on a bed is ideal to show the entire product.

People vs. models

Showing your items against people is a great way to illustrate scale. Take pictures of yourself or rope a friend or relative into modeling. Most digital cameras now come with self-timers so you can set up your own shots.

A note: If you make a product that people wear, like jewelry or clothing, you'll want to indicate if the item shown is the actual item the customer will receive. I make earrings, so I made a few demonstration pairs to wear for photos. Worn earrings ... not very sanitary!

Staging in an environment

Isolated photos are great and all, but what about showing the item in use?

So ... white is a style, right?

A lot of Etsy's success is due to the image and marketing of the Etsy "brand" (though technically it's only a collection of stores, not a store in itself). While there is a vast variety of items on the site, there's a certain look to many of the items on the site.

A popular kind of staging tells a story. Look at catalogs like Pottery Barn and Land's End. They don't just sell a candle or a t-shirt, they sell an image, an aesthetic, a lifestyle, and their photos reflect that. The photos give context.

Let's say you are selling fancy crystal jewelry, and you've decided to market to brides. Stage a necklace on a rich-looking black velvet display piece, or add props like a satin purse in the background. Brides who look at your necklace can more easily imagine themselves wearing it.

So, here's an example of contextual staging (excuse the meh quality of the last two pictures, I did them quickly for this blog):

Photo 1: "A cute wooden bowl. I like the color."
Photo 2: "A little bowl I can put some jewelry in."
Photo 3: "Aha! I put it on my nightstand, to store my wedding rings overnight!"

The props (rings) and the staging (my nightstand) tell a story about how my product will fit into the customer's life. You can do this with any decorative item - frame and hang a picture on a wall next to a bookcase, and customers can start envisioning it in their own homes.

White background: An Etsy trend

If you do a bit of browsing on Etsy, you'll notice that the majority of items have white or very neutral backgrounds. The simple reason for this is that white backgrounds don't distract from the subject - your product. White backgrounds are also easier to color-correct when editing (a subject I will discuss at a later date). They look professional, which is definitely an image that a small business wants to project.

However, there are many nice non-white backgrounds. As long as the background doesn't overshadow or distract the product, I say go for it! You can find fabric in a light gray or beige to use in place of white posterboard. A plank of wood can give a bit of visual interest without dominating the picture.

Bottom line is, you want your photos to accurately represent your product, entice customers to click on your link, and compel them to buy!

Next week, I'll be talking lighting!

— Jocelyn | paragraphloop

Photo tips 2: How to use your camera

Now that you've chosen and purchased your camera, let's talk about using it! I'm going to stick to using your camera for Etsy purposes only here.

Understanding the settings

Most cameras have a standard "portrait" setting which will be adequate for taking pictures. Many also have SLR-like priority settings, like aperture priority and shutter priority, as well as full manual settings.

So what the heck do these words mean, and when should we use the settings?

Aperture: The size of the opening in the lens. The larger the aperture, the more light let into the lens. The f-stop (focal number), however, is reversed: f2.8 is a very open lens, while f22 is a very closed lens. (If you enjoy math and photography, geek out on f-stop info here.) It also has an effect on depth of field, see below.

Shutter speed: How fast the shutter in the lens opens and closes. The faster the shutter speed, the less light let into the lens.

Aperture priority means that you pick the f-stop you want, and the camera adjusts the shutter speed to the lighting. Shutter priority means you pick the shutter speed, and the camera adjusts the aperture to the lighting. These priority settings will pick the appropriate complementary setting to give you a good picture.

The final term you want to be familiar with is depth of field. Depth of field refers to the amount of the shot in focus. If the entire picture is in focus, you have a deep depth of field. If one object is in focus and the rest of the picture is blurred, you have a shallow depth of field. Depth of field is controlled by the aperture of the lens. The more open your lens (f2.8), the shallower the depth of field is.

A shallow depth of field is useful to isolate an object and to draw focus to a specific part of the setting. It also creates a more interesting picture:

Shallow depth of field focuses on the earrings while blurring the bowl.

The boxes, the metal container and the candle are all in focus in this picture, which has a deep depth of field.

You can create a shallow depth of field while on auto-settings by taking a very tightly framed picture: Get very close to the object, and set your focus on one portion. You will see the camera adjust the focus in your viewfinder.

When to use the settings

Aperture priority is used mostly when you want to control the depth of field. An open aperture gives a shallower depth of field. You can use this to great effect for Etsy photos. I would recommend it for detail shots or secondary images to make your listings more interesting.

Shutter priority is best for taking pictures of fast-moving objects, as it will freeze the motion while adjusting the aperture for lighting. Not really useable for Etsy!

This website has a great breakdown of aperture vs. shutter priority: http://digital-photography-school.com/aperture-and-shutter-priority-modes

If you are a complete photography novice, start off with "portrait" or "auto" settings on your camera. It will give you a pretty good picture. Once you're comfortable with that, experiment with priority settings. The great thing about digital photography is you can take as many photos as you need to figure it out!

Thanks for reading! Next week, I'll be building my own lightbox and talking about lighting your items.

— Jocelyn | paragraphloop.etsy.com