Packshot

The packshot shows the product alone on a white or transparent background, evenly lit, without a scene. Online shops use it as the main image, so it exists for almost every product. In a banner it is the most rewarding motif: it works on any brand colour, scales cleanly into every size and needs no cropping.

The difference to a mood photo: a packshot informs, a photo with a scene creates emotion. For offers, prices and product launches the packshot is the right choice; for brand campaigns without a specific product, the photo. If you have both, combine them, as in the two-image layout of the DOOH templates.

myfeedr extracts packshots from the product page, prefers the largest available variant and places them on a panel in the brand colour.