Understanding the overall feel and needs of the brand, not just the object itself. 
I apply the acquired knowledge to the overall look and feel of the photographs to create a new or support the existing visual style of the brand. Interesting compositions can be found in minimalist photographs of products with a white background, as well as in the creation of more complex compositions of colourful still lifes.
What is essential for me is understanding the designer’s intended idea and also a clear shot of the relationship between a person and an object, or an object and the environment it is in.