In our warehouse, most rugs are folded several times over and stored on wooden pallets to maximize space and ease of transportation. When we photograph many rugs at time, they are removed from storage, laid flat, then returned to the stack in minutes. Wool does not have much of a memory, and such fold marks go away in the first few weeks of normal use when a rug is laid flat and gravity takes over. For the lighter weight weaves such as Kotana, Timpa, or Shakti, the use of a rug pad can help smooth out the folds, hold the rug in place, and keep the rug from buckling. The challenges of projected and reflected light will never go away, but we are always working to improve image quality.