At Visions, our mission is to help you sell and promote your botanical products by offering the most captivating product images. While every production is a team effort, in today’s interview we’ll get the perspective from one of our studios key creatives, Jan de Koning.

Jan you’re a seasoned florist, stylist and photographer. When did you first get involved with botanicals and what was your path to developing this skill set?

Many of my relatives work in the botanical sector, so I was introduced at a young age. It was only natural for me to pursue a horticultural education, with floral design as my speciality. After graduating, I started working at Visions, where I enjoyed working for eight years in a variety of areas including: setting up garden groups, image editing, and styling. During that time, I also picked up photography in my spare time. On the weekends, you could find me in the studio experimenting with my own ideas. To broaden my horizons, I subsequently worked for twelve years as a freelance photographer and stylist. In that period I worked closely with the renowned trend watcher Aafje Nijman. To spot new trends and developments, I regularly visited trade fairs at home and abroad. Now that I’m back at Visions, I can put all of the experience I gained into practice.

Preparing to dress a set

How does this skill set show up when you're planning and executing photo shoots?

Because of my broad experience, it’s natural for me to look at several components. Since I’m both a photographer and stylist, I’m able to quickly determine what’s needed to dress a set. This preparation both gives the customer a sense of assurance and ensures a successful day on set.

Is there aperfect” image to sell a botanical product?

Every product needs its own setting, so I can’t say there is a perfect photo. We always strive to create the best image to sell a client’s product. Therefore, you could say that for each unique assignment there’s a unique perfect image.

How has the need for images changed since you started your career?

The industry is changing along with consumer demand. A current trend is flowers and plants with more of a free and natural look. Additionally, sustainability is an important and popular topic. Using trends can help in determining how to market a product so that it’s well received.

How can you help clients thrive with these changes?

By really understanding the product and where it fits in the market. Because I’m always immersed in trend developments in indoor and outdoor design, I have the knowledge to create the right solution for every assignment.

Flowering Osteospermum Senorita Orange on pot. African Daisy. Plants and flowers photography.Combination of flowering Osteospermum and Pelargonium Grandiflorum on pot. African Daisy and Geraniums. Plants and flowers photography.

Final images of a production

Can you share a project that you really enjoyed working on? And why?

We recently completed an assignment for Prudac, breeder of edible plants. For this assignment we decorated a garden setting with various plants, and then captured them with a 360° camera. The client’s vision was that the viewer could zoom in on each individual plant, with a pop-up appearing that contains the desired information about the plant. By using special software, it is possible to navigate through the setting itself. The great thing about this project was that together with the client we were able to crate a new application of images. We will share the final result with you soon.

Where do you see the future in botanical product images?

As the market becomes more and more digital, the use of good product photography will become more and more important. The use of images for websites and digital marketing is also becoming essential. In the future, you will see more and more additions to the traditional product image, such as video, social media, content and ambient images. With our team we’re able to fulfil all of these applications for our customers.