Given a product assignment, you must determine ways to photograph or present the subject best. Aside from product arrangement and picture composition, which must lead to an understanding of the purpose of the picture, you must first deal with the lighting. By the correct use of light, you can create a natural lighting, which is attractive, and simulates outdoor light. In product photography, you should always strive to produce lighting that appears natural, as though the product was illuminated by natural sunlight. After all, it is natural daylight by which all light is judged. Illumination from the main light should come from above and somewhat behind the subject, usually from about a 40- to 60-degree angle. In many commercial texts the main light is also referred to as the key light; these terms are used interchangeably by professional photographers. There should be one definite light source and only one set of dominant shadows, and the shadows must be illuminated sufficiently so the shadow detail is maintained in the film image. In a naturally lighted outdoor scene, this shadow detail is preserved by general skylight illumination. In the studio, this shadow detail is preserved or created by the correct use of soft, diffused, fill lights or reflectors.

In the studio, you can create the lighting effect of an overcast sky with a light tent or by using indirect lighting. This type of lighting is especially useful when you are photographing shiny products, such as bare metal and glass.

Backlighting is one of the essential tools in product lighting. Establishing the main light behind the subject often helps present three-dimensional form better than frontlighting. Aside from the subject being rimmed with light, which separates it from the background, the foreground shadow duplicates the shape of the object, making it easier to identify.