Bringing an object to life, and allowing it to capture our imagination and produce an emotional response, involves some of the same principles as capturing living subjects, but many others as well.
Capturing living subjects that can be unpredictable and surprise you with the results, is very different from capturing a lifeless object.
Lifelessness, however, does not rid an object of the ability to make a strong impression or generate an emotional response. To create memorable images of static objects, we think through what gives this product its identity.
The purpose and function of the product, the industrial design, materials used, form, origin, and more. All these elements can be used to capture the aesthetic qualities of a product as well as tell its story, all without using words.
The spectrum of technical understanding required to capture products well is very wide. The infinite possibilities of materials, shapes, and sizes present in the world of products make this a very different field from portrait imaging.
Products can be built of materials that are reflective, or that react a certain way to light, requiring the photographer to think outside the box to achieve a good image.
These circumstances require a more flexible process, and a wider technical understanding from the photographer, than portrait photography. A professional with experience can understand the intricacies of shooting subjects with so many variables, to best capture the essence of their form and function.