Universitas Gadjah Mada
Faculty of Economics and Business

The Faculty of Economics and Business Universitas Gadjah Mada (FEB UGM) continues demonstrating its commitment to developing activities that create social impact for the community, government, and business. One such initiative is the MSME Business Digitalization Training.

On Thursday, November 21, 2024, one of the topics discussed in the training focused on product photography techniques and strategies, an essential aspect of digital product marketing. The training session featured Dr. M. Fajar Apriyanto, S.Sn, M.Sn, a lecturer at the Faculty of Recorded Media Arts, ISI Yogyakarta, who gave a presentation on product photography as part of the MSME Business Digitalization Training series. Fajar explained various essential strategies and techniques in product photography, emphasizing the importance of understanding lighting, product characteristics, photo angles, and artistic elements in product photography.

"A photographer must be able to control the characteristics of the light according to the needs of the product. For example, soft light is ideal for highlighting the smoothness of skin or products with fine surfaces, medium light creates a balance between shadows and details, and hard light accentuates the texture of products such as leather bags," Fajar explained.

He added that each product has unique visual characteristics, and photography should be able to highlight the product's strengths. Morning or late afternoon light is ideal for creating soft, natural lighting. Choosing the right angle is essential to building a product's branding and image.

"Understanding the best angle for a product determines how it will appear more appealing and compelling. The right angle can enhance the visual communication of the product to the audience," continues Fajar.

By mastering the essential elements of product photography, business owners can improve the visual quality of their products and establish strong branding in the marketplace. "Product photography is not only about the result but also about executing the creative process with logic and artistry," concludes Fajar.

Reporter: Shofi Hawa Anjani
Editor: Kurnia Ekaptiningrum

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