Product Photography

Creating Winning, Branded Lifestyle Product Photography for E-Commerce

When it comes to lifestyle product photography, or in-context product photography, you have a golden opportunity to further develop your brand identity and to help your potential customer envision the type of lifestyle that they could have…If only they’ll buy your amazing product, amirite? High quality, thoughtful lifestyle product photography for e-commerce, in addition to clean, functional product photography, has the potential to really level up the look of your site or selling platform and convert sales.

But what is it? How do you make it happen? Does it work for every kind of product? And most importantly, how do you know if it’s good enough to make those dollar, dollar bills?

We’ll walk you through some basics and introduce you to our worksheet for creating your own library of content, perfect for showing off your products and building brand engagement on your website and social media channels.

First thing’s first…

What is lifestyle product photography?

Sometimes referred to as in-context or just context photography, lifestyle product photography is the practice of photographing your product within a curated and styled scene, sometimes featuring models, to introduce the potential customer to the idea of a specific lifestyle or aesthetic promoted by the brand. It’s all about crafting an image that inspires the customer to envision your product in in their hands. Great lifestyle product photography concepts are the stuff day dreams are made of. That said, they have to be done very thoughtfully to avoid looking cheesy or overdone.

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In comparison, functional product photography is typically just your product staged against a seamless background. It allows your customer to see every facet of the product and aids in making an informed buying decision in addition to engaging the audience. We have a post on what really sets high quality, functional product photography apart from the majority of what you might see on Amazon or Etsy.

Brainstorming branded photo concepts

Will it work for any product, you ask?

Yep! You just have to be creative. It all goes back to the word “context.” Not only are you giving your customer a glimpse at the possibilities, you’re showcasing your product in a scene where it makes sense. When and how will people use your product? Is it a kitchen tool? A grooming or beauty product? Something for your pet?

Make a list of everyone or everything your product might interact with in a variety of situations. You can mine that list for potential styling concepts and props. It’s especially important to consider the aesthetic of your visual brand identity. You’re world building here, and the more you can align your photography with your branding, the more cohesive and credible it will be.

When brainstorming concepts and especially when selecting props and styling, it can be especially helpful to reference your visual brand identity guide and create a mood board for your photoshoot.

What does it mean to align your lifestyle product photography with your branding?

For example, when working on a photoshoot for our visual brand identity client Hang Steady, we really wanted to convey a sense of modernity and personality. Hang Steady’s visual brand is all about the personal touch and is filled with the little handcrafted details and warmth that their brand exudes. We captured this in the photography through bright, clean photography, casual posing, and shots of the special touches they’ve added all throughout their retail space. We also emphasized several colors that aligned with their brand color palette for a feeling of cohesion.

For another client, Ginger Straps, a modern fashion solution brand that offers a chic, add-on ankle strap for ill fitting shoes, we wanted to convey the fun, fashion-forward identity of the visual brand we created for them. Ginger Straps are a great solution that works for all kinds of outfits, and lifestyle product photography that incorporates fashion? Well, the opportunities for photos with great color, texture, and movement are pretty much endless. A few well thought out photos can quickly explain what the product does and what the value is to the customer.

Prep with our very own photoshoot brief template

Does it feel a little overwhelming to prep for a photoshoot meant to capture all that is special and unique about your brand? Don’t be intimidated. Use our free photoshoot brief worksheet to get organized. With space for the logistics and a handy checklist of props and supplies you’ll need for your own styling, you’ll have everything under control and be ready to create your own lifestyle product photography in no time.

Do you have any tips or questions about lifestyle (or context) product photography? Let us know in the comments below!