From Lifestyle to Flat Lay: Different Approaches for Capturing Sunglasses in Product Photography

In an age where online shopping dominates the retail space, high-quality product photography has become a crucial tool for engaging customers and driving sales. 

A study by PR News found that marketing content with high-quality images garners 94% more views than those without. Additionally, a VisualGPS consumer survey revealed that Gen Z and Millennials are twice as likely to make a purchase based on online imagery compared to older generations. The same holds true in the UK where surveys show that up to 75% of shoppers base their purchasing decisions on product photography. Simply put, better product images lead to better sales.

Sunglasses, in particular, benefit immensely from strong visual presentation. As fashion accessories that convey style, function, and personality, they need to be captured in ways that resonate with consumers. Whether it’s a bold statement piece from Versace or a high-performance pair from Oakley, the right photography approach can make all the difference. With this in mind, let’s explore three tried-and-true product photography techniques for showcasing sunglasses effectively.

Lifestyle shots 

A standalone product image often doesn’t provide enough context to inspire a purchase. Lifestyle photography helps bridge this gap by showcasing sunglasses in real-world settings, making it easier for consumers to envision how they might use them. Many brands employ this strategy to great effect. Take Oakley, for instance—on its website, the Kato Cavendish Edition cycling glasses are displayed on legendary road cyclist Mark Cavendish. This type of in-context marketing allows potential buyers to see the glasses in action, reinforcing their functionality and aspirational appeal.

However, this approach requires more than just placing a model in sunglasses. The key is storytelling and capturing the essence of a brand’s identity. You can use natural light to highlight the lenses and frames without creating harsh reflections. Additionally, framing the shot with movement, such as a runner or cyclist in action, adds a dynamic quality that makes the image feel more authentic. 

Flat lay shots

Flat lays have become a popular composition style on social media platforms like Instagram. In fact, a report by social media management platform Dash Hudson found that beauty brands using flat lay photography had an engagement rate of 0.6%, twice the industry average. This technique also works exceptionally well for luxury sunglasses brands, tapping into consumers' aspirational desires. 

Composition and styling are key when using flat lays for sunglasses. Pairing sunglasses like the Versace Biggie model with complementary luxury items, such as a Chanel handbag, designer perfume, or gold jewellery, can elevate their perceived value. Meanwhile, a cohesive colour palette ensures a visually harmonious image, with neutral or monochrome backgrounds allowing the sunglasses to stand out.

Detailed shots

While lifestyle and flat lay photography focus on aesthetics and context, detailed product shots prioritise accuracy. In a Which? report surveying 1,108 UK shoppers, one in six people who ordered products online received items that did not match their descriptions or images. A common culprit? Poor product photography, with inaccurate angles and lighting leading to misrepresentation.

To ensure precise and visually appealing product images, photographers should focus on sharp image composition. For this, using a small aperture (high f-stop) and a fast shutter speed helps maintain sharpness and eliminate motion blur. Unlike artistic photography, where selective focus can be appealing, product images need to showcase every detail. Macro shots can also be effective, drawing attention to intricate elements such as Ray-Ban sunglasses' engraved logos, textured temples, and unique lens coatings.

Final thoughts

Great product photography is about more than just snapping a picture; it’s about strategically presenting sunglasses in a way that captivates and converts potential buyers. By mastering these techniques, photographers can create compelling visuals that not only showcase sunglasses effectively but also drive higher engagement and sales.