The photographic flat lay is an established trend - as evidenced by the numerous related hashtags, which bring together a huge community of bloggers, magazines and stylists, producing a seemingly endless stream of beautifully crafted photographs, featuring everything from food to fashion.

Here is our analysis of a selection of flat lays, by brands on Instagram - with some tips for best practice to create your own product photos in this popular style.

**Stella McCartney**

Whilst this is a beautifully colourful and seasonal image, it fails as a successful flat lay. There is no focal point in the photograph and all of the items are placed too closely together – the key to a good flay lay is in the spacing of the items.
This image does not promote the same premium feel as that of the brand itself.

**Jamie Oliver**

This is an exquisitely art directed piece of food photography.
The styling of the background and placement of the accompanying props is all faultless. However the angle at which the photograph was taken is not flat.
If this shot had been taken at true birds-eye view then it could have much more impact.

Topshop Instagram

Waitrose Instagram

H&M Instagram

Topshop

I like the seasonal styling, but the focal point of the image is completely lost and the print is unreadable. Credit to Topshop for fully optimised the reach of the post by @mentioning the concession brand and using relevant hashtags.

H&M

This is a well styled shot, that works well to display a selection of pieces from the new collection. However the lighting is terrible, it completely distracts your attention away from the product. This post proves the value in Emma Jane’s tip about lighting and avoiding shadows.

Waitrose

This is the type of quality flat lay you would expect from such a premium brand. Gorgeous looking food, presented on a 3D background with strategically placed props that compliment the key focal point of the image. The relevant hashtags also mean that the post is fully utilised to help gain more followers.

Let us know on Twitter which of these you think are good, bad or just plain ugly!

@gertrudeandivy