Product photography for me falls in two categories. The product in isolation — with a clean background, and the product in a realistic environment. Isolating a product is a great method to show visually complex devices and tools, where you are trying to give the viewer a clear understanding of what you’re selling. Showing a product in its natural, intended environment provides the target customer with a vision that illustrates the utility and benefit of the product. I work hard to create an emotional foundation for buying and using the product.