Understanding Image Quality: Key Metrics & Methods
In This Article:
Does the "Best" Image Quality Exist? – Understanding quality beyond just resolution.
What Resolution Do You Really Need? – Matching resolution to purpose.
Resolution Matters, But It’s Not Everything – Exploring other key factors in image quality.
Mastering Light for Better Images – Why lighting plays a crucial role.
Photography with Purpose – Aligning technical choices with artistic intent.
Keep it simple – Avoiding excessive edits and unnecessary enhancements.
Image quality is a concept that is often misunderstood.
Its definition varies depending on expertise, platform requirements (as different platforms demand different resolutions and content types), and technical knowledge.
For most consumer businesses, image quality simply means meeting their expectations and platform needs. As a result, the same concept can differ significantly from client to client.
To create a shared understanding, we’re diving deeper into this concept by breaking it down into key components. To start, we asked Arya Arora, Photographer and co-founder of Grey Frames, for his definition:
“A high-quality photograph accurately represents the product’s colors, highlights its key attributes such as form, material, and physical details, and adheres to essential technical standards, including resolution, framing, margins, and the correct file format.”
Does the "Best" Image Quality Exist?
Let’s debunk the myth of “absolute best quality,” as it can often be misleading.
When you start asking, best for what? (platform) and best for whom? (client), you realise that the definition of "best" varies widely. That’s why we prefer using “most fitting” as a more practical way to evaluate quality.
Chasing the absolute best comes at a cost—both in pricing and turnaround time. That extra 15% of quality could drive costs up by 75%. For large-scale printing or advertising, the investment may be worthwhile. However, in most cases, especially for mobile content consumption, the difference is hardly noticeable.
What Resolution Do You Really Need?
Resolution is often the first thing that comes to mind when we think of quality in product photography. And it’s true, getting this right is essential to ensure your images meet the requirements of the platforms they will be showcased on.
Most high-quality images are initially captured at 300dpi* (the standard for print) and then downsampled* to 96dpi or 72dpi (typical digital quality). To achieve high-end print quality at 2400dpi, you'd need to invest in expensive equipment, which can cost lakh of rupees.
Image size, or PPI (Pixels Per Inch), is another key consideration, as each platform has its own specifications. Amazon, for example, asks for images to be 1024 square pixels, while Shopify requires them to be 2048 square pixels. While both allow customers to zoom in on products, this often results in a loss of image quality. To better control what buyers see, we suggest focusing on close-ups that showcase the material, build, and unique selling proposition (USP*), rather than relying on the platform’s zoom features.
-
1024 px
-
2048 px
-
300 dpi
-
72 or 96 dpi
Resolution Matters, But It’s Not Everything
At Grey Frames, product image quality extends far beyond resolution. We place equal emphasis on image aesthetics, technical aspects, and the functionality of the photo. After all, even the most beautifully captured image is ineffective if it doesn’t highlight the product’s key selling points. That’s why we define quality by the careful selection of angles and the ability of the image to translate the product's physical attributes to the buyer.
To help you assess the quality of your product photos, we’ve developed a set of criteria:
Colour
Does the image accurately reflect the true colour of the product? Since different lighting can alter colours, we at Grey Frames use Colour Passport* to ensure a true-to-life representation.
Visual Consistency
Is the image consistent with others from the same shoot? Maintaining consistency from shot to shot can be tricky, especially when photos are taken on different days. That’s why we create a style guide before each shoot to ensure uniform margins and product placement within the frame.
Horizon
Is your product aligned properly on both the X and Y axes? Misalignment is one of the first signs of a poorly taken or retouched image.
Symmetry
Is the product symmetrical in shape and form? While samples or even finished products can be asymmetrical, it becomes obvious under the lens. This asymmetry subconsciously irritates the viewer and reduces the product’s appeal. At Grey Frames, we create symmetry masks to balance both sides of the product.
When the photo is level, symmetrical, and proportionate, you may not notice it—but when these elements are overlooked, the image instantly loses its ability to sell.
The Importance of Colour
Colour could easily warrant an article of its own. Accurately capturing the true colour of a product is challenging because almost every step of the process can affect it. Factors like colour temperature, light intensity, and contrast all have the potential to alter the product’s colour.
This is critical because inaccurate colour representation can lead to buyer disappointment when the product doesn’t match their expectations.
Mastering Light for Better Images
Lighting plays a crucial role in product photography, and even without a photography background, it’s easy to tell when lighting is off. Harsh, overexposed, dim, or flat lighting can significantly reduce the product’s visual appeal.
For this reason, we advise against using lightboxes unless you’re shooting low-cost products for marketplaces like AliExpress, where images need to be produced at minimal expense. Most products are unique in their form and attributes, so they require a tailored approach with custom lighting to effectively highlight their unique selling points (USPs).
From left to right: proper lighting versus underexposed and flat lighting.
A pre-built setup designed for different shooting formats (such as flat lay, ghost mannequin, or pinned) with adjustable and movable components is an efficient solution that allows you to adapt to each product's uniqueness while maintaining flexibility.
Photography with Purpose
The quality of a photo is also determined by its intended purpose. Brand and marketing content will always come at a higher cost and require more resources to produce. It involves additional elements like props, backgrounds, and longer setup times, which elevate it to higher-quality content compared to standard catalogue photos.
On the other hand, content for platforms like Instagram or Facebook feeds can often be of lesser quality, as it’s produced more frequently to stay consistent. While it can and should still meet high standards when the budget allows, smaller brands should be mindful not to let daily content drain their long-term budget.
Catalogue photos, however, are a smart investment across the board. They remain valuable as long as the product is being sold. It’s worth investing in the right angles and taking the time to prepare properly for these shoots, as the quality of your catalogue images directly influences the success of your sales platform.
Keep it simple
When it comes to photography and retouching, it's important to find a balance. A photo should reflect the product accurately and highlight its true attributes, not create a false impression. If your product is budget-friendly but appears overly polished, like something out of a high-end magazine, customers may feel misled.
True story
There’s a small but mighty company that specialises in selling pre-loved items from luxury brands. These are great finds—high-quality goods that have been gently used and are offered at a bargain price. The company, eager to make a splash, spends tons of time and money on creating flawless, high-resolution, magazine-worthy photos—sharp, perfectly lit, and expertly retouched.
They were so good, in fact, that they looked identical to the crisp photos you’d find on a designer’s official website. You know, the ones that make you think, “I could never afford that, but oh, I wish!”
But here’s the kicker: Every time a potential buyer reached out, they’d ask for photos of the actual product. “We don’t believe these are real,” they'd say. “Are you sure these photos aren’t from the brand’s website?”
The company was in a dilemma. They didn’t want to mislead anyone, but their professional photos were so polished that customers expected these luxury items to come straight from a store display. They weren’t ready to accept that a pre-owned purse could look as good as a brand-new one.
The lesson here? Photos should reflect the reality of the product, not outshine it. A well-crafted image is important, but when it’s too perfect, it might leave your customers second-guessing what they’re really buying. So, embrace a little imperfection—those small, honest details are what make your product feel authentic. It also saves the headache of having to explain that the bag isn’t brand-new when it arrives on their doorstep!
Article Glossary
DPI (Dots Per Inch): Refers to the number of ink dots in a printed image, indicating its print resolution. A higher DPI means better image quality in print.
Downsampled: The process of reducing the size or quality of an image, typically to make it more suitable for digital platforms or faster loading.
USP (Unique Selling Point): The unique feature or benefit that differentiates a product, service, or brand from its competitors, making it more attractive to consumers.
Colour Passport: A colour reference target used in photography to ensure accurate color reproduction and consistency across different devices and lighting conditions.
Are you planning to launch new products soon?
Enjoyed the Article?
If you found this guide helpful, you’ll love greyframes.com, the go-to product photography service trusted by over 100+ brands. Customise a shoot tailored to your next launch and showcase your products with stunning visuals. 🚀✨