PHOTOGRAPHY AND PROMOTION
Creating images of your fashion jewelry is crucial if you want more people to see it - whether producing business cards, brochures or material for a website. Many jewellers will have their work professionally photographed, but this section explores some of the effects that can be achieved with basic photography equipment. The use of lighting, backgrounds and props can all help to communicate different aspects of your jewelry, and with digital photography it is so easy to explore the many possibilities before deciding on the final outcome. The messages that are conveyed through an image can make a strong statement about the work, but it is crucial that a piece of jewelry is represented in a visually readable manner, no matter where the image is used.
With a few key items of photographic equipment, it is possible to take clear images of your work, or other relevant subjects. Most of the equipment can be sourced for a reasonable price; you will only need the basics when starting out.Photographic equipment The most important piece of equipment is the camera digital cameras can now be found to suit every budget, but if you will be using pho-tography a great deal, you should try to spend as much as you can afford to ensure that the image quality is satisfactory. Make sure that the camera has a macro or super-macro function, which allows the camera to focus close-up on small objects, and use the highest image-quality setting. Computer and image editing software such as Photoshop may be desirable, but will not be within everybody's budget; digital prints can easily be ordered online or from your local photography store.
A small tripod that supports the camera will be useful for taking close-up shots, especially when camera-shake is an issue.
It is possible to flnd small light cubes or tents for sale inexpensively. These are folding fabric structures with a steel frame that have a remov-able front cover with a slit through which toinsert the front of the camera. They are particularly useful for taking shots of polished pieces, as the interior is completely white, eliminating all unwanted reflections. The fabric cover difïuses the light source, softening shadows to give a more professional look to the image.
Lighting
Lighting is crucial to good images, especially for small items such as fashion jewelry the more light there is, the sharper the image will be, and the greater the depth of field will be - meaning more of the image will be in focus. Normal light bulbs of a high wattage will work, but the overall colour of the image tends to be rather yellow. Daylight bulbs, halogen lights or white LEDs will give better results, but these can be expensive; full sun-light can be sufficient for good photography!
Lightboxes can be used to light objects from underneath, which is especially effective for transparent materials, as it makes them glow and gives them a bit more life.
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