Describe the subject, setting, composition, lighting, palette and intended use. Specify what must remain unchanged when using a reference. An example image is inspiration, not a guarantee of a matching output.
A vague request
Make a nice product photo.
A more useful brief
Use my attached mug as the product reference. Keep its handle shape and printed logo. Place it on light stone with soft window light and a warm off-white background. Leave negative space on the right.
Try it yourself
Rewrite the example for your own project. Replace the audience, confirmed facts and requested output. Compare the answer against those requirements and improve one element at a time.
Original educational text prepared for this site. Examples are illustrative, not certified test results.
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