Stilleben in JYSK

What is a Stilleben?

”A stilleben (Still life) is a type of environment photo in which a number of products are consciously arranged to show that the scene has been set up. This can be done by showing the viewer that the photo was taken in a studio. For example: part of the photography equipment can be shown; the products can be displayed in an unrealistic arrangement; or a half-painted wall can be shown in the background. These photos are almost always taken straight on, and suitable focus is to be directed towards the products. In these arrangements, there is no primary or secondary product, as all of the products basically receive the same amount of attention. These photos can be useful when it is not possible to create a realistic arrangement for an environment photo, but where a little more warmth and ambience is desired than one finds in a cut out photo (e.g. for a product series, several products at once or in an unrealistic arrangement).”

(JYSK photo guideline)
 

Why use a Stilleben?

There are basically two types of Stilleben, one for small and one large articles. The reasons for choosing either is described below. Regardless which type it must be very clear for the customer what the articles are and what their design, function and material is. Furthermore all articles must have a price point and it should be clearly visible what the cost of a specific article is. In other words there must be a clear call-to-action for the customer.
 

Small articles
With small articles – e.g. homeware and hometex - we can create inspiring photos that presents our products in a different way than a cut-out or environment photo can. In many cases we can create a good/clear article focus and presentation combined with creating an inspirational motive where we can e.g. coordinate colour/style/function for articles or create inspiring themes that otherwise wouldn’t get enough article focus or seem out of place in a normal environment photo.

Large articles
With larger articles – e.g. furniture series – we can create inspiring photos where we incorporate many articles to show range in a furniture series, colour versions or diversity across an article category e.g. 6 office chairs, 6 sideboards etc. For large articles we can also create photos with smaller number of articles.
 

Space for Stilleben

A stilleben needs a certain amount of space in the media to work optimally. As well as sufficient article focus to have the desired impact.

Live span of Stilleben photos

When ordering photos please take life span of photos into consideration. If the photos will have a very short life span before articles will no longer be active we should not photograph it.

Social Media photos

Please note that photos shot specifically for Social Media serve a separate purpose and therefore must not adhere to these rules and guidelines although many of the same considerations apply. A social media photo used in the Campaign paper must however, adhere to the rules present in this document.

Small articles

A stilleben of small articles should be photographed as close to the products as possible to show the quality and material of the products. Each article should be clearly visible individually with their unique design and material – colour versions can be shown with less article focus as long as one colour version is clearly visible for the customer. In general these photos can have 2-5 different/unique articles. Colour versions doesn’t count as a different/unique article. However, we must be careful not to have so many colour versions that we loose product focus. These rules also apply for stilleben photo settings with cut out photos.

Large articles (E.g. furniture series)

A stilleben of a furniture series can work well for showing the depth of a series or different colours/versions of an article. In general these photos can have up to 8-9 articles. Regardless of purpose this type of stilleben needs space in the CP to work.

Small articles should in general contain less props. Props must in general not dominate a photo or take up too much focus. The articles should be clearly visible in the function, material or design and have a clear “call-to-action”. In general the surroundings must be so “calm” that the don’t draw focus from articles.

Large articles can contain more props if it supports the articles and enhances the inspiration and the look of the articles.

To ensure sufficient product focus the perspective on stilleben photos for small articles needs to be as flat as possible. I.e. no/little depth in the arrangement of the articles. Focus is on the products, background and props are blurred to heighten focus. Setting can be build on the y-axis if necessary.

Combining tall articles with small articles disturbs product focus when photographing small articles. These articles need to be separated.

When photographing colour versions of the same articles they should if possible be placed directly next to each other. This is easier for the customers to understand and its easier to mark the articles with a price.

Cropping is important to ensure product focus on all article types. Marketing will ensure optimal cropping in CP.

Space for stilleben in CP

Only used in prio 2 and bigger. Never prio 3. (minimum 4 squares for small articles. Minimum 8 for large articles)

When in prio 2 it is a matter of judgment if the photo has a satisfactory amount of space. The marketing department has authority to judge this.

Example: an arrangement of pillows can be in a small prio 2. But a stilleben photo of a furniture series cannot. We must use sound judgment and think of how the articles are displayed for the customers.

Marketing: must chose an appropriate prio orientation (horizontal vs. vertical) for the photo to ensure optimal product focus. Horizontal prio for horizontal motive/photo and vice versa.

S&E: When chosing/proposing a specific photo for the CP this must be taken into account with the page make-up.

For small articles. When articles in direct focus are discontinued the photo should be deleted

For large articles. All articles in the photo must be active otherwise the photo should be deleted

All articles are registered as primary articles when ordered

Photos for stilleben are photographed with a template to ensure optimal product focus.

Towels can be photographed in a Stilleben style and setting but should be handled as an environment photo. Because a towel stack only is one article shown with colour versions. There are some basic things to consider when photographing towels.

Other exceptions. In special cases the present rules can be overruled if this is agreed upon with marketing. An example is Customer First Choice which is a specific series of article that needs to be shown in its full context and therefore exceeds the 5 article limit.

Examples of poor execution of stilleben. Divided into the different areas

Don’ts – Perspective with too much depth with ”small articles”

Don’ts – Combination of tall articles with small articles

Don’ts – too many articles for small articles type stilleben

Don’ts – Styling

Don’ts – Cropping

Don’ts – Not enough space and wrong format