Lighting Modifiers
Two different types of light modifiers are used in these photos: diffusers and reflectors. They do exactly as you would expect them to from their names. Reflectors reflect the light, and diffusers diffuse the light.
The softer the light, the better. That phrase is used a lot in photography, especially when talking about portraits, but it also applies to these types of product shots. You can tell the difference between hard light and soft light by looking at the shadows. Hard light produces hard edge shadows while soft light produces much smoother shadows that easily transition between the light and dark.
Compare these two images ...
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