A packshot is a product photo without a model: the product is cut out or photographed against a neutral, usually white background so that its shape, color, and details are clearly visible. Packshots are mainly used in online stores, catalogs, and on packaging.

In e-commerce, a distinction is often made between two types of images:

• Packshot: the product on its own, for example a shoe, a bag, or a perfume bottle.
• On-model: the product worn by a model, so you can see the fit, drape, and overall look.

In commercials, the packshot also refers to the closing shot, in which the product is shown large once more with the brand logo and slogan.

For models, this means packshots are often shot in parallel in the same studio during e-commerce productions. Even if you’re not in them, they’re part of how the shoot day runs.

See also: E-commerce.