best lens for product photography?

Learning about lenses will help you make the right decision for what you want to do. A 70mm macro may be way too long for some products and the only thing you use on others. We can't make a decision for you. Flashy and color have nothing to do with the lens.

This video may begin to help you in your studies.

http://www.youtube.com/watch?v=VGAUIBSLJhI

What the 18-55mm lens lacks is, inner focusing. This makes it hard to use grads and circular polarisers. In terms of width, it's not lacking significantly. An interesting option would actually be the EF-S 15-85mm f3.5-5.6 IS USM, it's gives you a little extra width, whilst also giving you extra reach which you may find useful when picking out part of a scene. It's a lens which has IF so the front element doesn't rotate, and so a grad or CPL would be easier to use. A lower budget version would be the EF-S 17-85mm f4-5.6 IS USM, which offers most of the performance barring the extra bit of width. Should you need width and be on a budget then the Sigma 10-20mm f4-5.6 EX DC HSM is a good choice, but you'll still need to get a mid-telephoto lens.

A macro lens will be best, as they have zero distortion and are well-known for their sharpness. If the object you shoot is really tiny, then a longer macro lens will be more suitable as you do not need to get so close that you'll block the lighting. The 70-180 will work great, but it's not the only choice out there. Nikon and many other third-party companies also make 100mm macro lens that will work great and is cheaper as well.

If the object isn't really tiny, then a macro lens closer to the focal length of 60mm will work better as it gives you more freedom in a small studio space. Nikkor makes a great 60mm f/2.8G macro lens.

I would suggest a 18, 35 or 50mm fixed lens. Also, if your shooting high volume product photography like I am, you might want to consider a product photography software like Shutter Stream by Iconasys (http://iconasys.com/) - this should help with overall ease of use and throughput.

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Product photography requires good light and a sharp lens. I would recommend the Nikkor 35mm f/1.8 lens. It is very sharp and quite inexpensive. Invest in good lighting.