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Vin65 Blog

DTC wine thoughts served up by Vin65

August 23, 2012 | James Davenport

6 Things That Make a Great Bottle Shot

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The most important tip is easily the first one about using quality pictures. With that in mind, here’s a designer's take on what makes for an awesome bottle shot.

Krista shared an excellent post last week about 6.5 Easy Fixes for a Better Wine List Page.
In my opinion, the most important tip is easily the first one about using quality pictures. With that in mind, here’s a designer's take on what makes for an awesome bottle shot.

What makes a great bottle shot?

1. Physical Bottle Quality

Send your best bottles to get the best photos. Look for imperfections in the glass, cap or foil, and make sure the labels are applied straight. Any blemishes can be cleaned up by a professional in Photoshop, but keep in mind that post-production can get expensive.

bottle shot with a poor label

2. Brightness, Contrast & Color

Proper color, contrast and brightness can make the difference between an ok and a great photo. Are colors realistic? Is the color contrast vibrant or does it look washed out? Are the highlights and shadows accurate? Does the color reflect the wine properly?

Bottle shot with poor color

3. Avoiding Reflections

Your customers want to get to know you, but they don’t want to see you (or your photographer) in the bottle’s reflection.

bottle shots with reflections

4. Proper Lighting and Shadows

Lighting is important in photography, and seeing multiple lamps and bright spots reflecting in a bottle shot is not ideal.Photographers use an assortment of lights, lamps, shades, reflectors, and umbrellas to get lighting just right.



Bottle shot with poor lighting

5. Remove Backgrounds & Use Photo Clipping

Some winery websites are in need of a photo clipping overhaul. Have somebody on your marketing team (or a pro) clip around the white box or background in the bottle shot, unless your site design has a white background.



bottle shot use clipping

6. Image Resolution

Use the largest resolution possible without compromising on the photo’s quality. Large photos look amazing on product detail pages, but ensure they’re optimized so the page loads quickly (Reduce image sizes using Photoshop, or a free program like Smushit). Avoid pixelation when resizing images. Start from the highest quality image and resize downward, never do the reverse.bottle shot with pixelation








Examples of Great Bottle Shots

There are many sites using exceptional bottle shots taken by a professional photographer. Here are few that we’d like to mention.

It’s important to have awesome looking bottle shots. You’ll make a good first impression, boost customer confidence, and support marketing efforts outside ecommerce, such as print collateral, advertising, and signage.

If you’d like to share some of the photos you’ve seen on wesbites, go ahead and share the link in the comments or share the photos on our Facebook page.

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