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Top Down Photography: Everything You Need to Know

The success of your eCommerce business highly depends on your marketing strategies. The best way to get the attention of the target audience is to show your presence on social media platforms. Since they spend the majority of the time on Instagram, Facebook, Pinterest and other social media, it becomes easier for brands to pop up on their screen while they scroll.

You can try top down photography to create a lasting impression on your target audience’s mind. This photography technique is trending these days for its unique perspective and aesthetic aura. Master this technique through our detailed guidelines and stay ahead of your competitors.

Top down photography is a photography style in which photographs are taken directly from above. The purpose of these photographs is to showcase products, emphasizing the details in a clear and organized manner. For this reason, the camera is set at a straight 90-degree angle above the products.

You may see these aesthetically pleasing product images on various social media platforms such as Instagram, Pinterest, Facebook, Tumblr and many more. Since users of these sites prefer visually engaging and creative content, this image style is quite popular for its ability to capture attention and showcase products in an attractive and visually compelling way.

Top-Down, Flat Lay, and Overhead Photography—What’s the Difference?

Although top-down, flat lay and overhead photography are the photography styles referred to the images shot from above, there are some thin lines that make these photography techniques a bit different from one another. The following are the factors that make these photography styles distinct and unique.
Style Definition Purpose

Top-Down Photography

This image style is shot at a 90-degree angle from above.
This image style can be used for commercial purposes such as showcasing eCommerce products, food items and so on.

Flat-Lay Photography

This type of photograph is taken from above, but you have the flexibility of tilting the angles to add creativity.
Flat lay shots are popular for showcasing clothing items, lifestyle images and many more.

Overhead Photography

Overhead images are captured from a bird’s-eye view with a broad perspective.
These images are commonly captured in events such as weddings or outdoor programs.

Importance of Top Down Photography

top down view of cookies

Top down photography is trending these days on various social media platforms. Almost every brand, no matter how big or small, uses this photographic style for their advertising campaigns. 

So, why has this photography technique gained sudden popularity on social media? What benefits brands get from this style of photography? Let’s explore!

  • Products get instant attention from the customers as the products remain the center of attraction in these images. 
  • This technique allows to showcase a wide range of products without making them look cluttered or messy. 
  • This is a unique perspective that customers do not see regularly. So, it sparks curiosity among the customers and draws them to check out the products from a fresh angle. 
  • Props and other accessories can be easily added to create stories. These stories can evoke emotion within the customers and help customers connect with the product on a personal level. This emotional connection increases engagement through likes, comments and shares throughout the social community. 
  • High-quality top-down images show products exactly as they will appear to customers when they receive them. This builds trust within the customers and makes them loyal to the brand.

Use Case of Top Down Photography

Top-down photography is a versatile image style that can be used in nearly any industry. The following are a few popular uses for top down images.

Product Photography

top down view of cosmetic product

Clothing, jewelry, shoes, skincare products and makeup items are mostly shot using this photography technique. Users of Instagram, Pinterest, and other social platforms love to see this type of product photography, as they prefer to see creative visual content.

Food Photography

top view of food on red surface

Color, texture and presentation style of food items look more engaging and mouthwatering when seen from a top down perspective. For this reason, food vloggers, restaurant owners and food enthusiasts use the top-down photography method to show the overall visual appearance of a dish.

Tech and Gadgets

top view of tech & gadgets over a wooden table

Smartphones, laptops, tablets, cameras, lens and other gadgets have unique designs on their bodies. The colors and designs are one of the important factors customers consider before purchasing these items. Top-down shots provide a complete view of the product and any included accessories. So, the tech industry uses this technique for marketing their newly launched products.

Essential Equipment for Top Down Photography

essential photography equipment for top down photography iver a white table

Top down photography is a simple photography technique that requires minimal equipment. Your quality of images will differ depending on the use of these equipment. Some tools are a must-have, while a few of them are optional but essential to achieve professional-level top-down photos.

The following are the equipment you need to create a top-down photography setup.

Camera

One of the key elements that determines the quality of the photographs is the camera. Among the different types of cameras available on the market, you can use a DSLR or mirrorless camera. Make sure to select a full-frame camera for the shoot to capture clear and sharp images. The high-resolution full-frame cameras are capable of capturing large areas with clear details. Moreover, the large pixels are more sensitive to light. For this reason, you will get sharp images even in low light.

Lens

You need a good-quality lens along with the camera to get the best top down shots. Your choice of lens depends on the image style you plan to achieve, as they are designed with unique features that impact the image quality, depth of field and perspective. Usually, a prime lens is considered ideal for taking sharp and clear product photographs. However, a wide-angle lens can be the right one to capture a large area to provide context to the images.

We recommend you to use a 50 mm lens for top down shots. This focal length is ideal for a short-distance photo shoot session. The greatest advantage this lens offers is a focal length that is closer to the human eye. Besides, it won’t cause lens distortion and captures the minor details while keeping everything in focus.

Backdrop

Backdrop is the second most important focusing point in top-down photography. As your products will be placed on a backdrop for the shoot, you must make a careful selection to avoid ruining the visual appeal of the image with an inappropriate background.

Choosing the backdrop considering the theme and color is the key to creating a balanced and visually engaging composition. You have the flexibility of using any color or material for the backdrop. But make sure the one you choose actually compliments your product and makes them look more appealing and professional.

Lighting

You need bright and consistent light to highlight the details and ensure the product is captured accurately. You can take the shots using sunlight as well as artificial light. Sunlight provides a soft and even illumination during the golden hours. But these periods don’t last for long and can change the visual appeal with weather. You will also not have enough control over the light. For this reason, you may have to change your plan and setup to make the best use of natural light.

However, if you want to reduce the hassle and want a controlled setup, then you can try using the artificial light. You can use the lights that run on electricity or batteries anyway you like. Their position, angles, brightness and other features can be easily adjusted to meet your specific needs.

Accessories

Apart from the basic tools listed above, you may require the following to improve the appearance of the products and make the photography session run smoothly.

Tripod

A tripod will keep your camera steady and stable. Breathing or movements while taking the shots can make the images hazy. This simple tool will make your work easy and help you take clear shots without the need for reshooting. It’s worth mentioning that this tool is a must-have for ensuring the perfect 90-degree angle you need for the top down shots.

Remote Shutter Release

You can still have blurry images despite using a tripod. This mainly occurs when you press the shutter button. You can solve this issue by using a remote shutter release. This tool can be connected to the camera and press the shutter without touching the camera. This tool is optional, as you can get similar results by using the camera timer.

C-Stand

A C-stand is a tool that can help you get a studio like lighting setup. These stands have adjustable height and arms. You can hang your light sources or other necessary accessories. You can carry it around and make the photography setups anywhere.

Reflector

Your products may have a few dark areas where light cannot reach properly. Reflectors are made of reflective materials that can bounce back light. You can use this tool to make the setup evenly lit.

Diffuser

Direct light can cast harsh shadows that make products appear unappealing. You need diffusers to solve this problem. Its sheer materials can make the light pass through easily and create a soft illumination. This diffused light reduces the intensity of shadows and makes them nearly unnoticeable.

How to Take Top Down Photos?

woman photographer working in studio with camera

Top-down photography process is quite simple and doesn’t require complex setups or expensive equipment. You can achieve stunning results even with minimal tools, just using the right lighting techniques, camera angle and composition styles. 

The following are a few effective tips you can follow to begin your top-down photography journey and capture amazing shots.

Choose Your Background

Your top down photography session must begin with choosing the perfect backdrop for the photographs. Apart from your subject, the background attracts the attention of the customers. For this reason, you have to carefully select a background that is both visually appealing and non-distracting.

You can use a white background to keep the background simple and clean. A white seamless paper, fabric, or foam board can be a great backdrop. In case you prefer a colorful background, neutral colors such as beige, gray, brown or pastel shades give an aesthetic look. You can use textured backdrops as well. Furry carpet, velvet fabric, a wooden table or a marble surface can enhance the overall composition and mood of the image.

Setup your Lighting

Your lighting setup is the key component that can either make or break the quality of the top down images. You need proper lighting to highlight the intricate details, show the textures of the products and ensure accurate colors get captured in the photographs. Sharpness, clarity and color accuracy are the most important elements in product photos that your brand needs to achieve the trust and satisfaction of the customers.

Natural Light for Outdoors

Your lighting setup can be designed with either natural light, artificial light or a strategic combination of both light sources. In outdoor locations, only natural light can be considered enough to get proper exposure. However, you need to choose the time and location carefully. Usually sunlight during the early morning and late afternoon remains soft and warm. Don’t take midday shots, as the angle of the sun rays creates harsh shadows during this time of the day.

Combination of Natural and Artificial Sources

In case you want to use natural light indoors, position your setup next to a window. In this setup, only the areas facing the windows will look bright and clear. You need to place an artificial light source in the opposite direction of the window to fill in the dark areas and ensure even illumination. However, the use of two types of lighting can create different color tones in the image as the intensity and temperature of the light will not be exactly the same.

Artificial Light Setup

The most convenient light setup is with artificial sources such as LEDs, bulbs or strobes. You can control their intensity, temperature, angle and position to get your desired outcomes. It is best to use at least two light sources for uniform brightness of the setup. You have to position the two light sources at two sides of the backdrop at a 45-degree angle. This angle is ideal for minimizing harsh shadows and evenly distributing light across the entire photography setup.

No matter which light source you use, diffusers must be placed in between the light and products. This will make the rays soft and eliminate the chance of creating harsh shadows. Also, reflectors must be positioned opposite of the light sources to bounce back the light and fill in the dark areas.

Position your Camera

You can take the shots handheld. However, there might be chances of image quality getting compromised. That’s why we suggest you set up your camera on a tripod. Take a sturdy tripod and place it next to the backdrop. Next, take your DSLR, mirrorless camera or smartphone and mount it on a tripod, maintaining a 90-degree angle. This fixed camera position will help you take the shots from a specific angle without the worry of getting distorted images.

Pressing the shutter button can cause the camera to shake and produce blurry images. We recommend you use a remote shutter release to ensure the clarity and sharpness of the images.

Arrange Products Using Composition Rules

There are several composition styles that can make your top down images look unique and visually engaging. Here are a few composition rules you can consider for your next shoot.

Symmetry

You can arrange your product items with the additional props and accessories symmetrically to create a balance in the photographs. This composition style is ideal if you prefer minimalist shots to present the products in a neat and organized look.

Layering

This composition technique is great for showcasing products of different sizes and dimensions in one photograph. For example, in a t-shirt photography, you can layer a jacket with a t-shirt and take the shot from above. Placing the t-shirt inside the jacket shows how well both items complement each other. You can not only add depth to the image but also help tell a story or create a complete look through layering products.

Central Position

In this style, you have to place your main subject at the center of the composition and place the complementary items around it or just capture the main subject only. This clean and focused shot naturally draws attention to the central item.

Rule of Thirds

You have to enable the grid lines from the camera settings to take the shots using this composition style. Position your main product, such as a handbag along the right or left intersections of the grid lines and place the complementary items around it avoiding the lines. This technique creates a unique balance and guides the viewer’s eye naturally toward the handbag.

Geometric Patterns

You can also arrange your items in geometric shapes such as lines, circles, triangles or grids. The shape, size and dimension of the products should be considered when using this composition style. For example, long, square and rectangular-shaped products look good when arranged in lines. On the other hand, small sized circular or oval-shaped products look good when arranged in a circular pattern.

Add Props to Enhance The Image

Top down product photographs without props look incomplete and flat. You should use props to add depth, create context and make the image more visually appealing. However, careful decision is required when selecting the props, as its purpose is to complement the main product and help spread the message you want to give to your audience.

Ideal props for clothing products can be shoes, jewelry, watches and other styling accessories. But for food photography, you can use cutlery, napkin, and ingredients used to prepare the meal.

Leave Space Between Your Items

You need to leave enough space between the products to ensure a clutter-free, clean look. Blank space creates a balance in the composition and provides the breathing space to the audience. Negative space around the edges of the frame can also be utilized to include texts such as brand logos, taglines or promotional messages.

Do's & Don'ts for Top Down Photography

The following are some do’s and don’ts you must follow to make your top-down photographs look professional and eye-catching. 

  • Don’t use handheld camera for the shoot. Instead, use a tripod to avoid capturing hazy photographs.
  • Ensure uniform lighting to make the intricate details of the products look sharp and clear. 
  • Control the intensity of the light to avoid exposure issues. Too much light can make the images wash out. On the other hand, lack of light will make the products look dark and dull.
  • Make sure the position of your camera maintains the 90-degree angle or else the images may become distorted. 
  • Avoid using a busy and noisy background.  Instead, use a clean and simple background.
  • Don’t overcrowd the frame with too many props. Use a few props to keep the focus on the key products only.
  • Images should not be over edited. Basic post-processing makes the products look natural and eye-soothing.

Frequently Asked Questions about Top down Photography

You can shoot a wide range of products using the top-down photography technique, especially two-dimensional products and items that have the main features on the front side. Fashion items, beauty products, jewelry, gadgets, home decor accessories, books, food items and many more products can be presented effectively through this photography style.

Yes, you can use a smartphone instead of a high-end professional camera for top-down photography. Although the results may not show the fine details that you may have captured with a mirrorless or DSLR camera, you can still expect satisfactory photographs with proper lighting and the right techniques.

Some common mistakes to avoid when taking top-down shots include not maintaining the proper camera angle, product arrangements that make the composition appear cluttered and using an inappropriate background. You should be careful about these issues so that the images don’t lose their visual appeal.

Yes, editing is the last and most important step in top-down photography to enhance the visual appeal of the photographs. The product images may have issues with exposure, shadow, reflection and many other factors that create unwanted distractions or reduce the overall quality of the image. You can fix these problems through editing. However, a professional photo editing service provider is a better option compared to an amateur editor to make your product look its best and stand out from the competitors.

Conclusion

Top down photography is a simple photography style. However, the trick to making the photographs unique depends on your creative mind. Your product arrangement style is the key that can make the images look either jaw-dropping or average. So, start practicing by following our mentioned techniques. It will definitely help you polish your photography skills.

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