Getting product photos right saves time, reduces returns and helps customers buy with confidence. This ecommerce product photography brief uk guide explains what to include when you brief a photographer or agency, what technical specs to request for Shopify and WooCommerce, and gives copy-paste templates you can send today.
Why a good photography brief matters for your ecommerce business
How clear briefs save time and cost
A clear brief sets expectations for shot types, file sizes, retouching and turnaround. That means fewer re-shoots, fewer rounds of changes and lower final costs. Agencies can price more accurately and plan studio time when they know exactly what you need.
Impact on conversion, returns and customer expectations (practical examples)
Consistent hero images and clear scale shots reduce buyer confusion. For example, showing a product with a size reference or model reduces sizing returns. Close-ups of materials and clear packaging images lower the risk of dissatisfaction on arrival.
Who should be involved from your team
Include the person responsible for product information (catalogue manager), your marketing or brand lead, and a technical contact who understands image upload processes. If packaging influences the shot, involve whoever manages packaging design early on.
Before you start: gather essential product information
SKU, product variations and stock-keeping notes
List SKUs, variant IDs, colour names and any stock limitations. Note which variants are priority for the first shoot (best-sellers, hero SKUs).
Dimensions, weight and materials (including fragile or reflective parts)
Give exact dimensions, weight and notes on fragile or reflective surfaces. Photographers need this to choose supports, diffusers and appropriate lighting.
Use cases, key selling points and target audience
Describe how customers use the product and the main features to highlight. This guides styling, model choice and lifestyle shots.
Regulatory or labelling requirements (e.g. safety markings)
Flag any legal text, warnings or labelling that must be shown in detail on product pages. For regulated items, confirm wording and placement before the shoot.
Technical image specifications for UK ecommerce platforms
Be explicit about the final file requirements so images upload and display correctly on your storefront templates.
Shopify product photography specs: recommended sizes, aspect ratios and file types
Request files sized for your theme’s hero image and thumbnails. Common practice is to supply a high-resolution master plus web-optimised versions. Ask for PNGs only when you require transparency; otherwise high-quality JPEGs are smaller and suitable for product photos.
Logo Metic helps clients match images to storefront layouts when building product pages; if you plan a new storefront, discuss image sizing with your e-commerce store design lead so photos fit template requirements.
WooCommerce and WordPress image considerations
WordPress sites often generate multiple image sizes from one upload. Provide a high-resolution master so the CMS can create responsive sizes without quality loss. If you have a developer or a WordPress build, coordinate preferred image dimensions with your WordPress web design team.
Colour profile, sRGB and lighting consistency
Ask for files exported to the sRGB colour profile unless you have a specialist colour-managed workflow. Consistent lighting and white balance across a shoot keep product pages visually coherent.
Background, safe area and multiple aspect ratios for responsive design
Specify background requirements (pure white for packshots, context-coloured backgrounds for lifestyle) and request extra space around the product (safe area) so images crop safely for thumbnails and mobile. Where possible, request both square and 4:5 or 3:2 crops for responsive display.
When to request RAW files vs high-quality JPEG/PNG
RAW files are useful if you need extensive retouching or future re-crops. For most ecommerce uses, supply a high-resolution TIFF or maximum-quality JPEG as the master and web-optimised JPEGs for upload.
Creative brief template & shot list (copy-paste)
Brief header: contact, deadlines, budget and usage rights
Use this header in emails or documents so the agency has all necessary admin information:
- Client: [Your company name]
- Contact: [Name, role, phone, email]
- Project deadline: [Delivery date for final files]
- Budget: [Estimated budget or request for quote]
- Usage rights: Web / UK & international advertising / duration (state any limits)
- Priority SKUs: [List SKUs to shoot first]
Visual direction: mood, backgrounds, props and brand references
Describe the mood (clean, premium, artisanal), preferred backgrounds, props and any brand references. If you have a style guide or visual identity, attach it. For alignment with brand assets see our brand identity design service and, where appropriate, request high-resolution logos from a custom logo design pack.
Mandatory shots: hero, packshot, lifestyle, close-ups, scale and variant shots
- Hero shot: clean background, key selling angle.
- Packshot: square crop, pure white background for thumbnails.
- Lifestyle: in-use image showing context and scale.
- Close-ups: material, texture, stitching, labels.
- Scale shot: product beside a common object or model to show size.
- Variant shots: each colour / size in identical framing or clearly labelled.
Optional/add-on shots: 360, GIFs, video snippets
Specify if you want 360-degree spin sequences, short product videos, or animated GIFs for social. These add studio time and post-production costs.
Retouching and file naming conventions
State retouching expectations (cleaning dust, removing backgrounds, colour correction) and a file naming convention: e.g. SKU_variant_shotType_v1.jpg. Consistent names help when uploading to Shopify or WooCommerce.
Preparing and packing products for studio shoots
How to protect fragile items and present textiles or soft goods
Wrap fragile items in bubble wrap and use rigid boxes. For textiles, pack with tissue and avoid heavy creasing; include one ironed sample if you expect a pressed look.
Numbering, labelling and variant organisation
Label every parcel with SKU and sequence number. Use coloured stickers or a spreadsheet so the studio can cross-reference quickly.
Inclusions: swatches, size guides, props and reference images
Include any fabric swatches, size charts or branded props the photographer may need. Attach reference images that show desired angles or lifestyle setups.
When to involve your packaging designer before the shoot
If packaging will appear in shots, involve your packaging designer early. Well-designed packaging photographs better and protects goods in transit — our packaging design team can advise on photography-friendly print finishes and dielines.
File delivery, metadata, SEO and accessibility
File naming, folder structure and version control
Ask for folders organised by SKU with a clear versioning system (v1, v2). Keep masters separate from web-ready files and request a delivery checklist from the agency.
Alt text, titles and image captions for SEO and accessibility
Request a CSV with recommended alt text and titles for each file. Alt text should describe the product and include important attributes (colour, size) rather than keyword-stuffing.
Compression best practice to balance quality and page speed
Accept both high-quality masters for archiving and compressed web versions sized for fast pages. Agencies should test image load speed and confirm compression settings.
Uploading to Shopify/WooCommerce: image ordering and variants
Confirm the desired image order per SKU — many platforms show the first image as the product thumbnail. Provide a mapping file if image order differs between variants.
Rights, licensing, budget and schedules
Usage rights: web, social and advertising considerations
Clarify whether you need exclusive or non-exclusive rights, territory and time limits. Commercial advertising rights may add to the fee.
Typical turnaround, revision rounds and acceptance criteria
Agree on turnaround for proofs and final files, and the number of included retouch rounds. Define acceptance criteria (colour match, cropping, background consistency) to avoid disputes.
How to scope retouching and extra edits
List retouch tasks up front: dust removal, colour correction, background replacement. Ask for per-image rates for additional edits beyond the agreed scope.
Estimating logistics and scheduling for multiple SKUs
Break large catalogues into phases and prioritise SKUs. This keeps the project manageable and lets you launch with a core set of images while the rest are completed.
Communication, approvals and sample sign-off checklist
Who signs off each stage: proofs, retouch, final files
Assign decision-makers for test proofs, retouch rounds and final acceptance. Ideally one person gives the final sign-off to avoid conflicting feedback.
Communication channels and file-transfer methods
Agree whether drafts are shared by email, Google Drive, Dropbox or WeTransfer. Use a central folder and keep version notes in a simple log.
Sample sign-off checklist you can attach to the brief
- All mandatory shots received for priority SKUs
- Colour consistency across images
- Requested retouching completed
- Filenames match the supplied CSV
- Usage rights confirmed in writing
Ready-to-send: one-page ecommerce product photography brief (checklist)
Use this condensed brief to email an agency:
- Contact & deadline: [Name, phone, email] — files by [date]
- Priority SKUs: [SKU1, SKU2…]
- Must-have shots: hero, packshot, close-up, scale, variant
- File delivery: high-res master (TIFF/JPEG) + web JPEGs; sRGB
- Usage: web + UK social advertising
- Packing: labelled boxes, swatches included
For sellers moving platforms, our migrating from Etsy to Shopify guide is useful for repurposing images; and if you are planning a platform move, see our WordPress to Shopify migration checklist for technical detail on image handling during a transfer.
FAQ
What must a UK ecommerce product photography brief always include?
At minimum: contact and deadline, priority SKUs, mandatory shot list, file format and colour profile, usage rights and packing instructions.
What image sizes and file types should I request for Shopify and WooCommerce?
Request a high-resolution master plus web-optimised JPEGs. Exact pixel sizes depend on your theme; discuss sizes with your web designer or agency to match template requirements.
How many photos should I have per product to reduce returns?
A typical set includes a hero, packshot, two close-ups and a scale or lifestyle shot. For apparel or complex products, add model shots and variant images. More images can reduce returns by setting accurate expectations.
Who typically owns the copyright or usage rights for product photos?
Ownership depends on the contract. Many agencies grant the client usage rights for agreed channels but retain copyright. Agree rights, territory and exclusivity in writing before work starts.
How should I prepare and pack products for a studio shoot to avoid damage?
Use sturdy boxes, individual padding for fragile items, label each item with SKU and sequence number, and include any accessories, swatches or size guides required for shots.
Request a free consultation with Logo Metic to discuss your product photography brief and how it fits into your ecommerce or packaging project — email [email protected] or call +44 7883 180004 to arrange a time.
Need help preparing assets or aligning photography with brand guidelines? Our packaging and e-commerce teams can advise on photography-friendly packaging and image-ready templates.
