Product visualization is now a key element in digital marketing, including for Micro, Small, and Medium Enterprises (MSMEs). Especially amid increasingly competitive and digital-based market competition, the ability to present an attractive, aesthetic, and communicative product image is a factor that influences consumer interest.
Good mastery of photography techniques can increase the visual appeal and selling value of products. With this ability, MSME players can display their products professionally on various digital platforms. As an effort to support MSMEs in digital marketing, the Entrepreneurship, Innovation, and Small and Medium Enterprise Working Group of the Faculty of Economics and Business, Universitas Gadjah Mada (FEB UGM), collaborates with Rumah BUMN to present a training entitled Improving Product Visual Appeal with Appropriate Photography Techniques on Wednesday, July 16, 2025, at FEB UGM. This training was given by Dr. Muhammad Fajar Apriyanto, M.Sn., a lecturer and practitioner of photography art, who shared technical and artistic insights in product photography.
Muhammad Fajar Apriyanto explained that angle is one of the key elements in creating an attractive product image because it affects how the object looks in the picture. The three main types of angles are normal angle (eye level), high angle, and low angle. Normal angles are taken at eye level and produce a neutral look. A high angle is taken from above, creating the impression of a small or helpless object. Meanwhile, a low angle is taken from below, so the object appears stronger, larger, or dominant.
Muhammad Fajar Apriyanto said that the lens type also plays a vital role in photography, apart from angle. There are three types of lenses based on the length of their viewing range: standard lenses, wide-angle or wide lenses, and telephoto lenses. Standard lenses provide results that are closest to the human eye. Wide lenses are used to capture a wider area. In contrast, telephoto lenses effectively focus on objects from a distance and produce a blurred background (bokeh effect), making objects stand out even more.
Besides the point of view, he continued, artistic elements are equally essential in product photography. Muhammad Fajar Apriyanto said that in the still life photography approach, painstakingness, aesthetic taste, and visual sensitivity are needed to arrange the product to appear alive and attractive. This touch of art can give “life” to the product, not just as an inanimate object, but as a visual subject that builds an emotional connection with potential customers.
Report by: Orie Priscylla Mapeda Lumalan
Editor: Kurnia Ekaptiningrum
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