Fashion terms / Packshot
What Is Packshot Photography?
Packshot photography is product photography that shows a single item on its own against a clean, plain background, usually pure white. There's no model, props or scenery, so shoppers see the product's true colors, shape and details. For clothing, packshots are often flat lays or ghost mannequin photos.
What Is a Packshot?
A packshot (also written pack shot) is a clean photo of a product by itself. The name comes from advertising: the short "pack shot" at the end of a TV commercial showed the product in its packaging. Today, packshots are the standard product photos used in online stores, catalogues and marketplaces. Because they're usually shot on pure white, packshots are also known as white background product photography.
Packshot Photography for Clothing
Clothing usually has no packaging, so clothing packshots show the garment itself:
- Flat lay packshot: the garment laid flat and photographed from above
- Ghost mannequin packshot: the garment in its 3D shape, with no visible body
- Folded packshot: knitwear, t-shirts or denim folded neatly, often stacked
- Detail packshot: a close-up of fabric, buttons, labels or print
Key Features of a Packshot
- Plain background: usually pure white, sometimes light grey
- Product only: no model, props or scenery
- True-to-life color: the colors match the real product
- Even lighting: soft light with no harsh shadows
- Consistent framing: every product shot at the same angle and size
- High resolution: sharp enough for zoom on product pages
Packshot vs Lifestyle vs On-Model Photos
| Aspect | Packshot | On-model photo | Lifestyle photo |
|---|---|---|---|
| What it shows | The product alone | The product worn by a model | The product worn in a real setting |
| Background | Plain white or grey | Plain studio or simple backdrop | A street, café, beach or home |
| Main purpose | Show exact details and color | Show fit and how it looks worn | Show mood and how it fits into life |
| Typical use | Main image, catalogues, marketplaces | Product page gallery | Ads, social media, banners |
Most clothing product pages use all three.
Where Packshots Are Used
- Product pages: often as the main image
- Marketplaces: many, like Amazon, require a white background for the main image
- Catalogues and line sheets: every product shown the same way for buyers
- Ads and comparison sites: a clean image that's easy to recognize at a small size
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Start free: 3 credits, no cardRelated Terms
Ghost Mannequin Effect
A product photo technique that makes clothing look worn by an invisible body.
PDP Images
The product photos and videos shown on an ecommerce product detail page.
On-Model Photography
Product photography showing a garment worn by a real or AI model.
Frequently Asked Questions
What does pack shot mean?
"Pack shot" originally meant the shot of a product in its packaging at the end of a TV ad. Today, it means any clean photo of a product on its own against a plain background.
Is a packshot the same as a product photo?
A packshot is one type of product photo: the product alone on a plain background. Product photos also include on-model, lifestyle and detail shots.
Why are packshots usually on a white background?
A white background removes distractions, shows the product's true colors, looks consistent across a whole store, and is required for the main image on many marketplaces.
What is white background product photography?
White background product photography shows a product on its own against a pure white background. It's the most common type of packshot, and many marketplaces require it for the main product image.
Do clothing packshots need a model?
No. Clothing packshots show the garment without a model, as a flat lay, folded or as a ghost mannequin photo. On-model photos are a separate type.
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