The Ultimate Guide to Photography Terms, Ecommerce & More!

Discover photography terms, video production, and ecommerce knowledge. Learn from aperture to composition. Increase your industry understanding. Get the ultimate guide to photography terms and more here.

The ultimate guide to photography terms, ecommerce & more!

Looking to master the world of photography, video and ecommerce terms? Whether you’re a seasoned pro or just getting started, you’ve come to the right place. In this ultimate guide, we’ll cover all the essential terms you need to know to elevate your skills, production knowledge, and the ecommerce space.

Photography terms

• Asset - a delivered digital good such as photos and videos
• Aperture - the aperture of a camera lens refers to the size and the opening through which light passes. It is measured in f-stops and determines the amount of light that enters the camera. A smaller f-stop number indicated a larger aperture, allowing more light to enter and creating a shallower depth of field. A larger f-stop number indicates a smaller aperture and a deeper depth of field.
• Aspect ratio - the ratio of width and height within an image. The width is usually the first number and the height is the second number (ex. 1:1 for a square, 4:5 portrait, 16:9 for landscape)
• Banner image - often refers to a horizontal orientation with backdrop spacing on either side of the product for the client's website header banner.
• Bokeh effect - (bok-uh) is an in camera effect that achieves a blurred or out of focus element to an image (typically the product is in the foreground in focus and background is blurred and out of focus). It is achieved by using a wide aperture and a shallow depth of field.
• Color/gray card - a physical card that is photographed with products/models that helps editors color correct images in the editing phase under different lighting conditions.
• Composition - composition refers to the arrangement and style of a scene in photography or videography. It encompasses factors such as framing, lighting and subject placement.
• Dark frame/black frame - A dark or black frame is a photo that appears completely black when the flash does not go off. It is often used as a reference point that the flash isn’t working properly.
• Depth of field - The distance between the nearest and farthest objects in an image that appear in focus. It is controlled by factors such as aperture, length, and camera distance, and can be used to create a sense of depth and focus on specific elements within the image.
• DSLR - DSLR stands for Digital Single-Lens Reflex.
• Foreground - in photography and videography, the foreground refers to the part of the image that is closest to the camera. It can be used to create depth or emphasize the importance of the subject.
• Frame - a single shot or image that is captured by the camera. It is what is in view of the camera at a specific moment in time.
• Full sweep - when a paper forms a gentle curve from the c-stand on the paper / floor
• GIF - A GIF is a type of image file that contains a series of 2-4 frames that can either be played sequentially or boomerang to make compiled moving images.
• Ghost mannequin - ghost mannequin is a technique used in photography and is achieved through Photoshop. It involves removing the mannequin form from a product image and replacing it with the back of the clothing article to create the illusion that the product is being worn by an invisible person, or a “ghost.”
• Flat lay photography - Flat lay photography is a type of product photography that involves photographing products from a bird’s eye view. This technique is often used to showcase a variety of products in a visually appealing way.
• Gels - Gels are transparent colored sheets placed in front of a light to create a colored lighting effect.
• Gimbal - A gimbal is a handheld device used to stabilize a camera and achieve seamless movement.
• Glycerin - glycerin is a product that is used in product photography to create a water droplet effect onto other surfaces.
• Hard shadow - a hard shadow is a type of lighting technique that is used in product photography. The light source is unfiltered and pointed directly at the subject, resulting in a clear and defined shadow on the backdrop. This technique is often used to create a trendy vibe.
• High res / high resolution - higher resolutions mean that there are more pixels per inch (PPI), resulting in more pixel information and creating a high-quality, crisp image.
• Headshot - a headshot is a professional photograph of a person—usually shows the person’s head and shoulders. It is typically used for business purposes such as on a company website or LinkedIn profile.
• Hot (lighting) - hot lighting is too bright, causing the highlight data of an image to be lost.
• .jpg or .jpeg - a file type that's supported in most platforms, a still image. Can vary in image lossiness.
• In-Camera - referring to changes made to the physical camera settings or scene vs. changes made in post production. (ex. Can you brighten this scene in camera?)
• ISO - refers to the sensitivity of the camera sensor to light and is one of the three components of the exposure triangle along with aperture and shutter speed.
• Lifestyle shot - lifestyle photography/shot refers to an image where the product/good is in a scene that showcases a product in a particular environment. For example, living room, kitchen, bathroom and bedroom.
• Live view - using the screen on the back of the camera.
• Macro lens - it’s a specialized lens used for capturing up-close, detailed shots of small subjects or objects.
• Orientation - refers to landscape (horizontal) or portrait (vertical) orientation of shooting.
• Pallet Knife - a tool used to create swatches.
• .png - a file where a product is isolated and the background is removed, mainly used for displaying on a transparent background.
• RAW or RAWs - a file type that doesn’t have any loss of image quality. Includes the most dynamic range when editing so there is more flexibility with color, exposure, shadows and highlights.
• RAW images (in gallery) - usually referring to the images that arrive in the gallery during a live shoot, images that have not been edited.
• Render / Rendering - a render or rendering refers to the process of generating a digital image or animation from a 2D or 3D model using computer software.
• Replica Surfaces - an array of faux surfaces that are small and portable that feature different surfaces (concrete, wood, tile, etc.).
• Resolution - the detail and clarity within an image. The resolution for both video and photography is the total number of pixels within the frame/image.
• Retouching - a more robust edit of an image. Changing the contents of an image like smoothing skin imperfections, removing distractions in the background of an image, changing color to specific hex codes are all examples of retouching. This requires Photoshop work and an add on.
• Seamless paper - referring to a paper roll that is a "seamless backdrop."
• Shot List - a list of shots to accomplish in a booking. Shot lists can typically contain items being shot, backdrop/environment, lighting direction, angle, props included, and additional scene information.
• Shots - referring to photos & images (ex: "how are these shots looking?")
• Shutter Speed - the amount of time the camera’s shutter is open, allowing light to enter and hit the camera’s sensor. Faster shutter speeds can freeze motion, while slower shutter speeds can create motion blue.
• Slider - a device that allows the camera to move smoothly and horizontally.
• Soft - out of focus, product appears blurry.
• Soft Shadow - often what clients mean by "natural light" - the light is soft and shadows are very diffused. Flattering for portraits and a more traditional / timeless style.
• Straight-on - the product is head-on. The camera lens is pointed directly at the subject.
• Strike - "striking scene" refers to clearing the scene of all items in prep to move to the next scene.
• Strobe - a flash, a device that emits a powerful flash of light when the camera shutter fires.
• Swatch - a sample demonstration of a product (usually in regards to showing texture and consistency of that product).
• .tiff - the biggest and most lossless of image quality of still images. Only bested by the actual RAW file.
• Trigger - also called a transmitter. A separate attachment on the camera that transmits a signal to the flash to go off in sync with the shutter!
• Tripod - a three-legged stand used to stabilize a camera.
• Two tone / split tone - a piece of seamless paper is put on the surface of a table and a separate one is hanging from the c-stand, and attached to the underside of the table so a clean line is present. This can be done with the same color but most often is done with two different colors.
• Umbrella/diffuser - an accessory used in studio photography to shape and soften light. Umbrellas can be shoot-through or reflective, and they attach to a light source such as a flash. A diffuser is used to soften the light by scattering it, resulting in less harsh shadows and a more even light distribution. Umbrellas with a larger diameter provide softer light, while smaller ones produce more directional and harder light.
• Watermark - a temporary layer that is laid on top of an image usually with a logo at a lower opacity to allow the viewer to still see an image, but prevents theft. The watermark does not exist on the actual image, it's put on from the website and is removed upon purchase of the image.
• Web - refers to a lower resolution image equipped for smaller files on a website.
• White Balance - white balance refers to the process of adjusting the colors in an image to ensure that white objects appear white in the final result. It is important because different light sources emit light with different color temperatures, which can result in images with color casts. The white balance setting on a camera can be adjusted manually, but many cameras also have an automatic white balance (AWB) setting that attempts to correct for different lighting conditions.
• Wrap - end of shoot, "wrapping up" the photoshoot.
• ¾ angle - the position that shows a subject from approximately 45 degrees to the camera. It shows the product from the front and some of the side.

Videography terms

• B-roll - B-roll footage is secondary footage that is used to support the primary footage in a video. It may include additional angles, establishing shots, or other footage that helps to tell the story.
• Clips - in video production, clips are short segments of footage.
• Close up (CU) - A shot that shows a close view of a subject, usually just their face or a specific detail.
• Continuous lighting - Continuous lighting refers to lighting that is always on and primarily used in video production. It can also be used in photography to reduce glare or create a specific ambiance. Continuous lighting is ideal for capturing products with lights on them, as they are less powerful than flashes.
• Cut - In filmmaking and videography, a cut is the end of a take or filming session. In photography, the shooting can continue after the initial cut.
• Dolly shot - A shot in which the camera is placed on a wheeled platform or track and moved towards or away from the subject.
• Establishing shot - A shot used to establish the setting or location of a scene, often a wide shot of the surroundings.
• Follow shot - A shot in which the camera follows a subject as they move through the scene.
• Jib shot - A shot taken using a camera mounted on a jib or crane, often used for sweeping, high-angle shots.
• Hot mic - Hot mic refers to a microphone that is currently live and actively recording or broadcasting sound.
• Pan - A horizontal camera movement.
• Point of View (POV) - a shot taken from the perspective of a character or object.
• Scene - Refers to the setting or environment being captured through photography or videography, often including a specific subject or action.
• Speeding - A verbal cue given during video recording to alert the camera operator that recording has started and to maintain focus on the subject being filmed.
• Stitch [clips] - to combine multiple clips into a single, cohesive final edit.
• Take - Refers to a specific filming clip or shot, typically numbered and used to track progress during a larger project or production.
• Tilt - A vertical camera movement where the camera rotates up or down while remaining in a fixed position.
• Zoom - A shot in which the camera’s lens is adjusted to change the size of the subject, either bringing it in closer or pulling it further away.

Ecommerce website terms

• A/B testing - the practice of testing two different types of versions of web pages, ad campaigns, email campaigns, etc. against each other. This helps determine which performs better in terms of engagement or conversion.
• Affiliate marketing - a marketing strategy in which a business pays commissions to third-party publishers, known as “affiliates” to promote their products or services. The goal is to drive traffic and sales.
• Average order value (AOV) - the average amount of money a customer spends on a single order on a website or in a store.
• Banner image - A banner image is a large, visual element that appears at the top of a website, spanning the full width of the screen. It is often used to convey important information or to create a visual impact and can be an effective tool for improving the overall design and user experience of a website.
• Bounce rate - the percentage of website visitors that leave a site after viewing only one page without taking any action or navigating through other pages.
• Business-to-business (B2B) - a type of business that sells products or services to other businesses.
• Call to action (CTA) - a prompt or button that encourages users to take action whether it’s visiting a website, purchasing, filling out a form, or subscribing to a newsletter.
• Click through rate (CTR) - the practice of optimizing a website or landing page to increase the percentage of visitors who take a desired action such as making a purchase.
• Conversion Rate Optimization (CRO) - the process of improving the percentage of website visitors who complete a desired action.
• Cross-selling - suggesting an additional or complementary product to a customer who is already making a purchase.
• Customer acquisition - the process of attracting new customers to a business through various marketing channels.
• Customer Lifetime Value (CLV) - the total amount of money that a customer is expected to spend on a business’s products or services over their lifetime as a customer.
• Customer Retention - the practice of keeping or retaining existing customers.
• Customer reviews - user-generated content that provides feedback, opinions and rating about a business’s products or services, which can influence purchasing decisions and improve search engine rankings.
• Direct to consumer (DTC or D2C) - a business model in which a business sells products or services directly to customers.
• ecomm / ecommerce - ecommerce refers to a specific style of product photography that is commonly used to display products for sale online. These shots are typically taken on a white backdrop with minimal props or distractions, and are designed to showcase the product in a clear and compelling way.
• E-commerce platform - the software or online service used to build and manage an online store, such as Shopify, WooCommerce, or Magento.
• Hero image - a large, high-quality image or banner placed prominently on a web page, often used to showcase a product, promotion or brand message.
• Landing pages - a specific web page designed to persuade visitors to take a particular action.
• Long tail keywords - specific, highly targeted search terms that consist of three or more words. These are often to target a niche audience and drive targeted traffic to a website.
• Marketplaces - a website or platform that connects multiple sellers and buyers, allowing them to buy and sell products and services within a single platform.
• Meta description - a brief summary or preview of a web page’s content that appears below the page title in search results.
• Mobile optimization - the process of ensuring that a website is optimized for mobile devices, including responsive design, fast load times, and intuitive navigation.
• Page speed - the time it takes for a web page to load.
• Product categories - the way that products are organized and grouped on a website to make it easier for customers to find what they are looking for.
• Product detail page (PDP) - a web page that provides detailed information about a specific product including features, specifications, images, reviews, UGC content, similar product suggestions, social proof, and a clear call to action.
• Product reviews - UGC content that provides social proof and feedback about the quality, usefulness and overall value of the product.
• Product variants - different options or versions of a product, such as size, color, or material, that are available for purchase.
• Search Engine Results Page - the page that appears after a user enters a query into a search engine, it displays a list of relevant web pages, ads, and other content.
• Shopping cart - the online equivalent of a physical shopping cart, which allows customers to add and remove products from their order before checking out.
• Vertical video - video content that is shot and displayed in a vertical orientation. This is optimized for mobile devices and social media platforms.
• User experience (UX) - the overall experience that a user has when interacting with a website, including factors such as usability, accessibility and engagement.
• User Generated Content (UGC) - A type of content created by users or visitors of a website or online platform. This can include blog comments, forum posts, reviews, social media posts, and other types of content that are generated by users rather than by the website owner or administrator. UGC can be a valuable tool for improving SEO, as it can help to increase engagement and drive traffic to a website, as well as provide valuable information and insights about the user community.

soona-specific terms

• Account Credits - these are photo credits that can be used for the purchase of a photo or video. Typically they are associated with preferred credits or deposit credits.
• Add on - editing features that are an additional $9 charge that occur in post production when a client would like any kind of editing manipulation done to the scene (additional booking or subscription fees may apply).
• Bag - the location where content purchased lives.
• Basic/standard edit - color correction, exposure adjustment (brightness), straightening, cropping. A basic edit comes standard with any photo a client purchases for $39, plus a monthly subscription or a one-time booking fee.
• Booking - another word for a client’s photo or video shoot. A client can book or make a booking.
• Booking Dashboard - the client's home page within their soona account. This dashboard houses all of the relevant information regarding shoot + shipping platform. There are tabs to view the gallery, details, inventory, shotlist, and account profile.
• Creative - the photographer.
• Deposit Credit - a credit for the value of either $39 for an image or $93 for video clip/GIF (additional booking or subscription fees may apply).
• Emojis - the best way to describe how much clients LOVE their soona content ✨🥳🤩😍 we’re not afraid to show how we feel with emojis!
• Favorite - the action of selecting the ❤️ in the gallery. It is also added to a “Favorites” album.
• Final Edits - referring to images that have been edited and uploaded to a client’s gallery. Final edits are located at the top of the gallery.
• Friday eve / Friday Jr. - can be used interchangeably. It’s Thursday, but we make it seem more fun!
• Gallery - where all the soona content lives!
• Grocery Shopping - a pro service offered at soona. It includes shopping for grocery items + fresh ingredients + flowers.
• In-Studio - a term referring to a type of booking where the client is in person and present at one of our studio locations for the duration of their shoot.
• Kick off - start of the photoshoot, typically refers to the moment the client meets the crew.
• Kick off Call - a crew + client call or google meet that is had at the begin of a shoot to discuss the soona process and review the shotlist + goals for the day.
• Pack - packs are pre-defined shot lists curated by our expert creative and product teams to meet both creative and technical best practices of various marketplaces, platforms, and industries. We’ve defined the number of assets and bundled them into discounts based on platform recommendations.
• Preferred - the best way to get conversion crushing content at an even lower price per photo + more soona perks.
• Post Shoot Option - how to tell soona what to do with products after a photo or video shoot: return, store with fast pass membership, or discard.
• Pro Edit (video) - a $99 editing feature used for video edits to stitch multiple clips together, or provide additional edits outside of the standard edit. A monthly subscription or a one-time booking fee may also apply.
• Pro Service - an add-on that can enhance and elevate a photo or video shoot experience. Pro services include: hand model, full body model, stylist, and more.
• Reference Number - a number provided to a client when they create a shoot.
• Remote - aka working remotely/working from home.
• Shotlist Builder - a platform within the client's account where shot lists can be built out. Clients can input products, backdrop color and scene information.
• Wrap Call - a crew + client call or google meet that is had at the end or "wrap" of the shoot to review checkout process, editing questions/direction + promotions.

Understanding the terminology of photography, videography, and ecommerce is essential for creating high-quality content and optimizing it for the web. Be sure to test some of your knowledge on your next shoot with us, and if you’re still feeling overwhelmed by technical jargon– don’t worry, that’s where soona comes in! Our team of professional creatives can help bring your vision to life. We make it easy and affordable to create high-quality, on-brand content for your ecommerce business. If you’re looking to create stunning product photography or engaging video content for your website, online store, or social media channels, book your shoot with us today!