Top Down Product Photography

What top-down product photography is

Top-down product photography, also called overhead or flat lay photography, places the camera directly above the product, pointing straight down. The product lies flat on a surface, and the image shows it from above. It is common for ecommerce listings, social media posts, recipes, and product collections where several items are arranged together.

Products that suit it

Top-down shots work best for items that look good from above or have a flat profile:

• Clothing, scarves, and folded textiles
• Stationery, books, and prints
• Food, drinks in bowls or on plates
• Cosmetics, jewelry, and small accessories
• Kits and sets, where several items are arranged together

Tall, narrow, or three-dimensional products such as bottles and shoes may need a front or angled view as well, since an overhead view hides their height and shape. Many sellers combine top-down images with other angles.

Gear

You do not need much to start:

• Camera: a recent smartphone or a camera with a standard lens. A longer focal length, rather than an ultra-wide, tends to reduce distortion at the edges.
• Overhead mount: a tripod with a horizontal arm, a copy stand, a boom stand, or a clamp-based phone arm. A regular tripod with the center column turned sideways can work, if it is stable.
• Timer or remote: avoids shaking the camera when pressing the shutter.
• Reflector: a white foam board is inexpensive and effective.
• Background: poster board, wood, fabric, paper, or a table.

Set up the overhead position

1. Place the product on a flat surface.
2. Mount the camera above it, with the lens pointing straight down, parallel to the surface. A tilted camera makes shapes look skewed. Some phones have a level indicator in the camera app that helps.
3. Frame the product with some space around it so you can crop later.
4. Make sure the mount is secure, as the weight of the camera is above your products.
5. Use the timer or remote and check the image on a larger screen.

Lighting for flat lays

Soft light is the usual goal. Natural light from a window is a good starting point; see our guide to the best time of day to take photos inside for choosing when your window gives the best light.

• Put the table beside a window so the light comes from the side.
• Avoid standing or setting up the camera so that it casts a shadow over the product. Overhead setups often have this problem, so check the frame carefully.
• Use a white board on the opposite side to bounce light into the shadows.
• Soften direct sun with a sheer curtain or diffuser.
• If you use lights, softboxes or lightboxes give even results. Using two lights at either side can reduce shadows, but keep them consistent across all images.

Overcast days can be a great option for this type of photography, as discussed in our cloudy day photo ideas.

Backgrounds and styling

• A plain white or light background is standard for marketplace listings, and many platforms have their own requirements, so check them before you shoot.
• Use texture, such as wood, linen, or marble-look paper, for a lifestyle feel.
• Add a few relevant props, such as leaves, tools, or ingredients, but keep the product the clear focus.
• Keep a consistent style across your catalog, using the same background, light direction, and spacing.
• Remove dust, lint, and fingerprints before shooting. It is easier than fixing them later.

Camera settings

• Aperture: because the product is flat, you do not need extreme depth of field. A mid-range aperture, such as f/5.6 to f/11, is commonly used to keep everything sharp, especially if items have height. Check your lens’s behavior.
• ISO: keep it low to avoid noise.
• Shutter speed: on a tripod, it can be slow, since the product is still. If you hold the camera, see shutter speed for portrait photography for information on avoiding camera shake.
• White balance: set it manually or correct it later so whites look neutral.
• Focus: tap or select the main product, and check at full size.

Composition

• Align items to a grid, and straighten edges.
• Use odd numbers of items when styling groups, which is a common styling tip rather than a rule.
• Leave negative space if you plan to add text or crop for different platforms.
• Consider cropping both square and vertical versions.
• Overlap items slightly to create depth, or space them evenly for a clean look.

Editing and export

Typical edits include straightening, cropping, adjusting exposure and white balance, removing dust, and making the background an even color. Many editing tools offer a background removal feature, but check the edges; our guide to common photo editing apps lists options. Export at a size and format suited to where the images will be used. For online shops, pixel dimensions and file size matter more than the DPI label, as explained in best DPI for website images. For an overview of a simple editing flow, see our guide to taking professional photos at home.

Common mistakes

• Camera not parallel to the surface, leading to skewed shapes
• Shadow of the camera, phone, or your body in the frame
• Uneven light across the product
• Cluttered or distracting props
• Too wide a lens close up, causing distortion
• Inconsistent backgrounds between products

Related questions

What are the seven basics of photography? Different sources list them differently, but a common set covers exposure, aperture, shutter speed, ISO, focus, composition, and light. This article touches on most of them.

What kind of photography sells the most? It is hard to say reliably, as it depends on the market and the platform. Product, stock, portrait, and event photography all have demand, but income depends on skill, niche, and marketing.

What is the 20 60 20 rule? It is mentioned in photography discussions with varied meanings and is not a standard rule. Treat it as informal advice to take many frames and choose the best.