Product Photography for Jewelry: Light vs Dark Backgrounds

Disclaimer: This is an opinion piece and I am not a professional photography nor branding or marketing master. Please take this with a grain of salt.

If you've been following my work for a hot minute, you know that I favor the darker backgrounds. Deep grey tones, for instance, are my favorite, most notably, in their ability to makes me feel, as a buyer, like I'm having a relationship with the product and seller. It feels personal, comfortable, and inviting. While I have shot with a white background, generally speaking I find it too stark or sterile for the intimacy I'm hoping to embrace and, ultimately, share through my work.

These are opinions, of course... personal preference based on my own shopping experiences and habits. And that's not to say I'll disregard products on white or vibrantly colored backgrounds. In fact, studies in marketing suggest white backgrounds result in more sales! Even selling platforms like Shopify recommend white backgrounds over black. Some e-commerce platforms actually demand white backgrounds as a prerequisite to sell. And, when creating a line sheet for wholesale selling (you can find out what a line sheet is here), white backgrounds are definitely the standard.

So, let's talk a little about the pros and cons of black, white or grey backgrounds.

Pure Black orWhite Backgrounds PROS:

• In marketing, it's easier to create consistency in shop fronts with pure white or black backgrounds.
• The focus is entirely on the product!
• The colors are, generally, more accurate and require less post-editing.
• It's easy to do with online programs like LunaPic (for transparent backgrounds) or FotoFuze. Neither require downloads, subscriptions or fees, nor require extensive knowledge of, or use of, programs like Photoshop.
• Pure white is industry standard in the fine-jewelry category and more readily accepted by wholesale buyers.
  

Pure Black or White Backgrounds CONS (an opinion): While the jewelry certainly speaks for itself, pure white or black backgrounds lack a story. I want a complete picture of, not just the product, but the artist, which is sometimes lost in the sterility of white backgrounds, or (conversely) the darkness of its solid black counterpart. The numbers don't lie, and it's proven to boost sales, but it's important that the choice to use a pure white or black background is in line with your brand and image.

Shades of Grey (the happy medium):

Grey is (in my opinion) the best of both worlds, but comes with it's own set of challenges.

• There is no easy program to help obtain color consistency, so a working knowledge of your camera and editing software is absolutely necessary.
  
• The background and style of the shot also requires some consideration to obtain and maintain consistency.
  

Shades of grey tell a story, set a mood that speaks beyond the product itself, without falling into the trap of associations we might often make with other solid color backgrounds. We might see a red background and think "anger", for instance, but grey (or shades of grey) often provide an opportunity to allow the viewer to build a relationship with the image without a deafening demand to react to the image in a prescribed manner.

The Wrap Up:

In the end, it's ultimately up to the seller to decide what fits his or her branding the best. It's far more important to focus on the consistency and style of the photography than in the color of the background. And to be sure you're telling your story the way you envisioned, through your products and also the way in which you present them to others, and that these things create a cohesive whole.