The cannabis industry is growing, and the need for quality product photography is on the rise. I’ve taken my experience photographing bands, skateboarding scenes, and even guerrilla marketing for brands like Snapple to develop an eye for storytelling. Here are some tips that blend artistry with technical skills to help cannabis brands capture compelling images that communicate quality and creativity.
1. Mastering Macro Photography for Detail
When I started photographing up-close action—like skaters in mid-air—I realized that freezing intense details makes images feel almost tangible. Macro photography in cannabis works similarly by capturing the tiny, intricate details of cannabis flowers, edibles, and oils, showcasing their textures and colors in high resolution. Using a dedicated macro lens is key here, 1x is good, 5x is better, an automated rail system for focus stacking is required at these sub-mm movement levels: it involves taking multiple shots at different focus points and stacking them together to get every tiny detail in focus.
Use an Automated Rail System for Focus Stacking: This technique is invaluable for products like flower shots, where sharpness across all trichomes makes the product look vibrant and premium.
Zoom in on Craftsmanship: Much like capturing a band member’s fingers on the strings, macro photography emphasizes craftsmanship and builds trust with customers.
The up-close view brings cannabis to life, emphasizing the product’s premium qualities and giving your audience a sense of the artistry behind each product.
2. Dramatic Lighting Techniques: Chiaroscuro & Rembrandt Lighting
Lighting is a powerful way to set a mood and define the brand experience. I love using chiaroscuro lighting (the dramatic contrast between light and shadow seen in classic paintings) to bring out textures and create a sense of mystery. Think about how it feels watching a band perform under stage lights, shadows playing off their faces and instruments—that’s the same energy chiaroscuro brings to cannabis product photography.
Chiaroscuro for Depth and Drama: The Old Masters made magic with chiaroscuro, and it can be applied to highlight the natural, earthy textures of cannabis products. Limit the amount of light in the camera though exposure control with high f-stop and setting ISO to100. Place a strong light source (studio strobe 400w) to the side and above, allowing shadows to play over the product and add a touch of sophistication.
Rembrandt Lighting for a High-End, Smooth Finish: When I’m photographing a product meant to look smooth and refined, I use diffused lighting to create a soft, even glow around the product. This technique is great for THC-infused drinks, giving them a polished, desirable look.
With both lighting techniques, you can create dynamic images that appeal to different consumer segments, blending old-school drama with modern sophistication.
3. Using Color Psychology in Branding
The right colors do more than make products look appealing—they evoke emotions and set a tone. In cannabis branding, especially with edibles and beverages, colors are essential in shaping consumer expectations. During my time with Snapple’s guerrilla marketing team, I saw firsthand how vibrant colors drew people in and set the vibe for a refreshing, fun experience.
Warm Colors (orange, yellow): These colors can communicate relaxation and warmth, ideal for products marketed as calming, like CBD edibles.
Cool Colors (blue, green): Use these for products associated with wellness, like THC drinks, as they evoke a sense of calm and freshness.
Vibrant Colors: For edibles and gummies, brighter colors convey fun and approachability, especially for younger audiences.
“The right colors can transform a product, turning it into an experience.”
Strategic color choices create the emotional connection that resonates with customers, inviting them to interact with the brand on a more personal level.
4. Composition: Props, Textures, and Backgrounds
Photography is about composition—setting the stage, choosing the props, and creating the scene that tells your story. Think of it like photographing a skateboarder or event: every element, from the surrounding environment to the background, amplifies the action and defines the shot. In cannabis photography, props and textures enhance the theme and tell a visual story.
Add Props That Reflect Your Brand: Integrate organic elements, such as wooden bowls, greenery, or natural stones, to emphasize the earthiness of your cannabis products.
Textures and Backgrounds: Contrast between rough textures (like stone) and smooth packaging adds depth. Bright backgrounds can give a modern feel, while neutral, earth-toned backdrops reinforce an organic, natural vibe.
Creating a high-end look relies on each element aligning with the product's message. This approach connects with customers, turning each shot into a memorable brand experience.
5. Storytelling through Visuals: Creating an Emotional Connection
For me, photography isn’t just about capturing a product—it’s about telling a story that resonates. In the cannabis industry, each image should connect with consumers on an emotional level, much like a photograph of a live concert captures not just the music but the energy in the room.
Every detail, from lighting to color, should echo the brand’s values and create a narrative that feels authentic and inviting.
Build Trust Through Detail and Care: From macro close-ups to dramatic lighting, every choice adds to the story. When customers see the care you put into the image, they sense the quality of your product.
Visual Storytelling Elevates Your Brand: Photos can communicate quality, brand ethos, and the intended effects, making visuals a powerful component of cannabis marketing.
Each image has the potential to convey your brand's message and set the stage for lasting customer loyalty.
A Personal Touch: My Approach to Cannabis Photography
Based in Baltimore, I bring a background in photographing musicians, skaters, and guerrilla marketing to every cannabis photo I take. Whether it’s capturing the raw texture of a flower or the refined polish of a THC drink, I approach each shoot with a passion for storytelling. I love experimenting with chiaroscuro for its timeless appeal and macro photography to showcase every intricate detail. It’s these creative techniques—often inspired by my past work in energetic, on-the-fly environments—that make every shot memorable and uniquely expressive.
Conclusion
Creating eye-catching cannabis product shots is about blending technical skill with creativity. By focusing on macro details, using color psychology to evoke mood, crafting impactful compositions, and harnessing the power of lighting, camera exposure and product styling you can produce images that not only attract but connect.
It's Why Peta-Pixel Magazine Wrote - "Meet The Photographer Carving Out a Niche In Cannabis"
High-quality cannabis photography doesn’t just represent a product; it represents an experience. With these techniques, your brand can stand out, build trust, and establish an emotional connection with your audience.
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