Why is it that after watching one ad we can easily remember the brand, while after another we remember only the storyline? The secret is often hidden in the final seconds of the video. It is the packshot that helps create the right emphasis and makes the ad complete and recognizable. The name “packshot” comes from two English words: pack (referring to packaging) and shot (a frame or photograph). Let’s take a closer look at what a packshot is in practice, what types of packshots there are, how they are created, and why this tool plays an important role in brand promotion.
What is a packshot
A packshot is a final visual composition that usually concludes commercials and helps viewers clearly remember the product and the brand. Simply put, a packshot is the final frame of an ad in which the product is presented from the most advantageous angle together with key elements of the brand identity. The main purpose of a packshot is to reinforce the brand name in the viewer’s memory, showcase the product, and communicate the core message.
The main elements of a packshot in advertising:
- product image – a large, high-quality shot of the product or its packaging;
- brand logo – a prominent placement of the name or brand mark;
- slogan or call to action (CTA) – a short phrase that strengthens the advertising message;
- contact information – a website, phone number, QR code, or social media pages;
- additional graphic or audio elements – brand colors, animation, an audio logo, or other elements of the brand identity.
A packshot can be seen not only in television commercials. It is also widely used in promotional videos, social media creatives, marketplaces and online stores, as well as in videos for digital screens and retail chains.
Types of packshots
Packshots can be divided into the following formats:
- Static packshot – a high-quality photo of a product on a white or neutral background. A classic option for online stores, catalogs, marketplaces, and print advertising.
- Dynamic packshot – a video or animation in which the product moves, rotates, or appears in the frame in an eye-catching way. This format is most often used as the closing element of television and digital advertising.
By execution style and composition, packshots are divided into:
- studio packshots on a clean background – product photography without unnecessary details;
- lifestyle packshots – the product is shown in a natural environment of use. For example, a cup of coffee is presented on a served table or in someone’s hands, while cosmetics are shown as part of a daily skincare routine.
By special techniques, the following types are distinguished:
- 3D packshots (CGI) – the product is created using computer graphics, which makes it possible to achieve complex visual effects, perfect lighting, or animate ingredients.
- Macro packshots – focus attention on the texture and details of the product, for example, chocolate or cream.
- Isometric packshots – the product is presented from a special angle that allows several of its sides to be shown at the same time.
Why does a brand need a packshot
An advertising packshot performs both an aesthetic and a marketing function. It helps make the advertising message complete and allows it to be better remembered by the audience.
The main benefits of a branded packshot:
- Increases brand awareness. The logo and visual appearance of the product become memorable to customers, making it easier for customers to recognize the product among competitors.
- Creates associations. It connects the emotions received from the ad with a specific brand and its packaging.
- Drives sales. It draws attention to the product and encourages the viewer to take the next step – purchase the product or learn more about it.
Common mistakes when creating a packshot
Even high-quality product photography does not guarantee an effective packshot if mistakes are made during its creation. The most common ones include:
- Unreadable text. Small fonts, complex decorative lettering, or low contrast make the main message difficult to perceive.
- Lack of focus on the brand. If attention is scattered between several products, the logo or the key product may go unnoticed.
- Information overload. Too much text and graphics distract from the main idea, so an advertising packshot should communicate one clear message.
- Mismatch with the actual product. An overly idealized appearance may prevent customers from recognizing the product in a store.
- Lack of a call to action (CTA). If viewers are not told what to do next (for example, “Look for it on store shelves” or “Follow the link in the description”), the ad loses part of its effectiveness.
How a professional packshot is created
Creating a packshot is a complex process involving photographers, designers, animators, and video production specialists. The work usually consists of the following stages:
- Concept development. The style, composition, and concept of the final shot are defined.
- Lighting setup. The lighting is adjusted to highlight the product’s shape, texture, and packaging in the most favorable way.
- Product photography. The product is photographed or filmed using professional equipment to achieve maximum detail.
- Post-production. Retouching, color correction, and editing are performed to remove minor imperfections.
- Motion design. Animation of the logo, text, or the product itself is added to create an impressive final frame.
Who should order a professional packshot
This is an effective tool for companies that want to make their brand more recognizable.
A packshot is worth ordering for:
- Product manufacturers. It is suitable for fast-moving consumer goods (FMCG), cosmetics, beverages, household appliances, and other products where it is important to present the item from the most advantageous angle and highlight its benefits.
- E-commerce businesses. Online stores and marketplaces use packshots for videos demonstrating products or packaging together with a call to action.
- Service companies. For banks, IT companies, delivery services, and other brands, a packshot helps effectively present a logo and corporate colors, while reinforcing the company name in the audience’s memory.
Conclusion
A packshot is not just an impressive final frame, but an important marketing and branding tool. It helps attract attention to the product, reinforce the company’s logo and name in the audience’s memory, create the right associations, and make the advertising message more convincing. That is why a high-quality packshot is an essential component of modern video advertising.
To achieve a professional result, it is worth turning to specialists. The professionals at LANET PRODUCTION studio create advertising videos, develop eye-catching packshots, and provide custom video editing services, helping brands present their products effectively, highlight their advantages, and make advertising videos as impactful as possible.
