Techniques

360º Rotation Photography.

To Control the image - Click on the image to stop and whilst holding the left click down on your mouse, move the mouse left or right over the image to manually move the camera.

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What is Rotation Photography or Spin Photography?

Basically a rotating image acheived by photographing the object in a number of set positions. When these images are seen together in quick succession, the product appears to spin on a central axis.

Why do you need Rotation Photography?

It is the perfect way to show every facet of a product, imparting maximum information in a quick and easy fashion. It can highlight a particular product on a page - invaluable from a marketing, training and educational stand point. It is, in effect a 3D image in a two dimensional medium enhancing your potential customers' on line experience.

What are the benefits?

  • Proven to increase Product Sales.
  • Adds a new dimension to your site.
  • Reduction in returned products.
  • Gives a competitive edge.

Spinning photography allows the product to stand out on the page, encouraging more click 'throughs' and providing a greater chance of converting this interest into increased sales. The process has also been shown to hold a customers interest longer than a conventional static image.
Adds a new dimension to your website by making the experience more interactive. Potential customers can either watch the 'spin' or rotate the image manually in any direction, examining the product in detail and therefore making a better and more informed decision.
By imparting maximum information, this show case tool has been seen to significantly reduce customer returns over static images.
The increased click through rate and interactivity gives the website a modern, competitive edge.

What type or size of product can you rotate?

Virtually anything! Even people. With patience! One of the few requirements of the process though, is that the subject / product must have the abilty to either stay still or perform movement in a controlled and predictive manner.

Will this work for me?

In a word YES! It works on all platforms and browsers - from ie6 to any modern browser. Mac, Linux, Pc the lot! Even smart mobiles. The jQuery code that powers the result ensures that this is possible rather than using the limitations of flash. Jquery also provides a more sophisticated result than that of a quicktime movie.

Why should you trust me with your Rotational Photography?

I have been involved with commercial photography for over 35 years. My reputation is based on a wealth of experience in photographing and lighting many differing products, listening attentively to my clients needs and always trying to interpret the brief in a way that surpasses those demands.
As an early adopter of digital photography, I embraced all areas of the medium, from photographic hardware, software programs to post production techniques, enabling me to give a uniquely different and valued service. I am both responsible for the product photography and the finished rotation plugin. All achieved in house to exacting standards.

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What exactly is involved in the production of Rotating Photography?

Initial Contact and Brief.

The first requirement is to establish exactly what are the most important features of your product and decide how best to show these off in the final spin or sequence. There are many alternatives to discuss here.

Product Preparation.

To achieve the exacting standards required in a cost effective manner, means that the item itself must be of a very high standard. Whilst I encourage clients to send the best examples of their product, it is still cleaned, ironed or tickled into the best possible shape. This is of particular importance in rotational photography. There are so many images of the product involved in the final 'spin' that any photoshop work needs to be kept to an absolute minimum.

The Turntable Process.

The most important part of the whole process. Loading the item onto the turntable and finding the exact centre axis of rotation ensures that the image will look smooth. Correcting this stage in photoshop at a later date can be a very time consuming job. It is at this point that the camera angle is optimised to show not only maximum information in one spin but also the best creative angle for the product. With some products it is fairly easy to find the best angle - ie a bottle or glass but others can be more demanding. This can of course be a decision made completely by yourself, jointly or by myself on the day. Whichever you prefer.

Lighting.

It is at this point the product will be lit, obviously to give maximum effect for information and creativity. The lighting needs to work on all the angles in which the product will be photographed. This may necessitate an adjustment in the the camera angle to achieve the best result. Once lit, the camera is locked off and the item is then ready for digital capture.

Photographing the Rotation.

Certain decisions will have been made prior to photography that effects the complexity and production of this stage. Every aspect of the spin can be tailored to your requirements - even the speed and size of the rotation. This is a bespoke product. Any number of images can be used to achieve the final result - well any number more than one! Two images will just flick from one to the other - four could show each 90º aspect of the product.
So much depends on the nature of the item and the effect required, as to the optimal number of images to shoot. It goes without saying that the greater the number of digital captures the smoother the final result will appear - not necessarily a consideration for every result. From an informational point of view I would recommend a minimum of 6 captures for a bottle and 8 for a multifaceted product. This is a very basic capture and would appear quite 'jerky' between changes. 20 captures gives a fairly smooth result but 36 (one every 10º) gives a result as per the example of the old polaroid 110 Camera above. It goes without saying that the cheapest option in Rotation Photography would have the fewer number of images, reflecting the minimum amount of work involved.

Other options of Rotation

This has so far described a photographic rotation involving only one pass. That is to say the camera has remained in one position whilst the product has rotated, giving the viewer an option to move the item left, right or stop the rotation at a particular angle - a hemispherical result. There are other options that involve moving the camera to many differing heights and angles giving a result that allows the item to be moved in any dimension, for at best a complete spherical view. The amount of complexity and number of captures involved in shooting these images, means that it is an expensive option compared to the hemispherical image.
Rotating Large items presents a slightly more difficult challenge. When the item is too large or extremely heavy, the answer is to spin the camera around the product at a consistent height, distance and angle.
A zoom feature is also possible on any of these spins and this is currently under development and will be shown shortly - a case of watch this space.

Post Production.

Assuming there is no photoshop work to be done, the image files are prepared and renamed to ensure they are seen in the correct sequence. The final result is tested and approved.
Once I am happy with the result - the images and jquery files are burnt to a disc and given to you with instructions on how to upload these to your site and integrate them to a specific page. An extremely easy process that will only take a minute or so to complete on a normal site. It involves copying some code (provided with full instructions) into the HTML body of the page where you want the animation to be displayed and uploading the folder with the images and jquery files to the root file or directory of your site. That's it. Then sit back and watch your product spin!

T : 01769 572829            M : 075080 19220             E : info@johnphoto.co.uk
All images © John Russell Photography 2014