360 photography (also referred to as 360 product photography, 360 spin or spin photography) refers to a photographic technique by which a series of photos give the impression of an object rotating. These photos can be displayed as an interactive animation on web pages and apps, allowing a user to control the rotation of an object. The photos can also be displayed as an infinitely looping GIF or video. 360 photography is used primarily by ecommerce websites, to give shoppers a more realistic impression of a product than static images. The use of interactive 360 spins has been linked to an increase in sales conversions and lower returns of unwanted goods. Types of 360 spin There are 3 types of 360 photography spin: single-row spins, multi-row spins and twin-axis spins. Single-row spins are the most commonly used type of 360 spin because they are the easiest to create. One row of photos is usually sufficient to give a lifelike impression of an object. These spins can be moved left and right only. They are often composed of 36 images (each separated by 10 degrees), though any number of images can be used. More frames per rotation will provide a more fluid rotation; fewer frames will feel more jumpy. While the cost of 360 photography falls and bandwidth increases, spins with 72 or more frames are becoming more commonplace, for their smoother, sophisticated experience. Multi-row spins (also known as 3D spins) can be rotated up and down as well as left and right. These can be in the form of 'hemi-spherical' or 'full-spherical' product views. They are composed of 360 product image sets shot at multiple rows. Each row is photographed at a different camera angle, allowing the product to be viewed from multiple perspectives. Multi-row spins require more time and effort to photograph, so they are suited to products that benefit from being viewed from above and/or underneath. Capture Photographers typically capture 360 photography in a photography studio by using a turntable, camera, tripod, lights and a white background. To obtain a pure white background, a white lightbox or light tent can be used to help light the object evenly, though these can flatten the image, so some photographers use a white sheet or white card in the background. Bottom lit turntables or a clear-acrylic stand placed on top of a turntable can help eliminate shadows. Turntables used by 360