Packshot (eng. Packshot, pack shot) is a still or dynamic image of the advertised product. In commercials, this is the final plan, showing the advertised product at its best. This is usually a close-up of the product being promoted and/or elements of the brand’s corporate identity (often a slogan).

The main purpose of using a packshot is to fix the image of the advertised product in the mind of the viewer.

For products in digital form (programs and software), digital packshots are sometimes created, especially if the product is implemented entirely in the virtual space and does not have a material expression and packaging.

Why do you need a packshot?

The main purpose of using a packshot is to fix the image of the advertised product in the mind of the viewer. The packshot is an important sales stimulus because is aimed at creating product recognition at the points of sale.

Variations

Auto-shot is the final frame of an advertising video, still or dynamic, demonstrating the image that communicates throughout the video or the advertised product itself. Most often, these are the characters in the video using the product.

A packshot can be either still or animated. A typical packshot takes 2 to 5 seconds of a 30 second video.