Flat Lay vs Hero Shots: Choosing the Right Product Images for Marketing

When it comes to product photography, choosing the right type of image can make or break a marketing campaign. Two of the most commonly requested styles—flat lay photography and hero shots—serve very different purposes, even though both are essential in a well-rounded visual strategy.

Understanding when to use each style helps brands create imagery that not only looks beautiful, but also performs effectively across websites, social media, advertising, and promotional materials.

What Is a Hero Shot in Product Photography?

A hero shot is a visually striking image designed to immediately capture attention. This style typically features a single product as the focal point, photographed with intentional lighting, depth, and composition. Hero shots are often used as headline images—the photograph that represents a product at first glance.

This type of image is ideal for showcasing packaging details, finishes, and brand identity. With controlled studio lighting and editorial styling, hero shots communicate quality, value, and professionalism in a single frame.

What Is Flat Lay Product Photography?

Flat lay photography is shot from directly above, with products arranged on a surface to create a clean, intentional composition. This style allows for multiple elements to be included—such as packaging, ingredients, accessories, or lifestyle props—without overwhelming the viewer.

Flat lays are especially effective for storytelling and context, making them popular for social media, editorial content, and lifestyle-focused marketing. They also provide flexibility, allowing brands to showcase product collections or variations in a single image.

When to Use Flat Lay vs Hero Shots

Both flat lays and hero shots play important roles in a brand’s visual ecosystem. Hero shots are best used when clarity, impact, and brand recognition are the priority—such as on websites, packaging mockups, and advertising campaigns.

Flat lays work well when a brand wants to show versatility, texture, or a broader lifestyle narrative. They are often used to support hero images by adding depth and variety to marketing content rather than replacing them.

A strong product photography strategy typically includes both styles, each serving a specific purpose.

Choosing the Right Style for Your Brand

The best approach depends on how and where your images will be used. Brands launching a new product often lead with hero shots, while established brands may lean on flat lays to refresh content and maintain consistency across platforms.

During each product photography session, I work with brands to determine which styles best support their goals—whether that means clean hero images, creative flat lays, or a combination of both.

Let’s Create Product Images That Work for You

Product photography is not one-size-fits-all. Choosing the right image style ensures your visuals do more than look good—they help your brand communicate clearly and convert effectively.

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