The convenience of using 'off the shelf' photographs of flower arrangements in florists' e-commerce websites is undeniable. They're web-ready, usually come with descriptions and are generally included as a benefit of wire service membership. There's just one problem - those same pictures are seen on tens of thousands of other websites - including shops in your own delivery area. It's difficult to convey a florist's own originality and unique specialties when the product images look just like everyone else's.  

 

For shops looking to display their own distinctive designs and set themselves apart from neighboring stores and national order gatherers, the perfect solution is to photograph their own arrangements and feature them prominently on home pages and in the appropriate design categories. With a small investment in a digital camera, photo editing software (like PhotoShop Elements) and an easy-to-use backdrop, displaying images of your own arrangements is simpler and quicker than ever before.
  
Elements of a great flower arrangement photo

Many a florist has been disappointed that their pictures don't look as wonderful as they remember their original designs. The poor results can often be attributed to a problem with one of the following elements: 

Lighting. Too much and the whites look 'blown out', too little and the deep colors fade into black voids. Achieving the right balance takes practice and experimentation with the settings on your camera. For flowers, natural lighting works best but a small permanent set with a few strategic lights can work wonders as well.

Background. Simply put, cleaner, lighter backgrounds are easier to work in. The more elements (accessories, display items, etc) the more to balance with lighting and color. Since a good, clean photo can often be dropped onto an environmental background with photo editing software, keeping your photo set as simple as possible increases your chances for success.

Color. Balancing color rhythmically in an arrangement takes practice, too. Advancing (warm) colors like oranges and yellows can appear to dominate an arrangement, even if used on small amounts. Receding (cool) colors can be harder to 'see' in artificial or low light. By choosing flowers and accessories that compliment each other and are in similar color values (intensities), you'll increase the odds that you'll be pleased with your shots. 

Depth. The camera basically reads width and height, so perceived depth is usually achieved through color, lighting or angle. Designers often find it necessary to remove some materials in order not to clutter the photos.

Texture. The shinier or slicker the material, the tougher to photograph since the light is reflected. Shiny textures often darken or lighten and take on more importance than they did in the original compositions. Fortunately, photo editing software can often help with this issue.

Starting out with simpler and smaller arrangements can help florists get a feel for 'what the camera sees'. Take 15 or 20 shots from different angles, upload them to your computer and really scrutinize the images. Make adjustments and then go back and shoot some more. Though your first few efforts will take time, repeating the steps will increase you ability to 'see' what the camera does - and give you the skills to confidently produce photos that reflect your own distinctive design  style.