Lifestyle photography is an element of marketing that almost all brands must consider. It is often one of many steps taken by successful companies when implementing a product launch. For companies relying heavily on ecommerce sales, lifestyle photography can be critical. There are various telling factors demonstrating the importance.
The growth of photography in advertising happened in just over a decade, when in the 1920s only some 15 percent of ads in well-circulated magazines had photographs. Then, by 1930 it jumped to 80 percent. Today, consumers are saturated with lifestyle photography used in print, websites and ecommerce sales.
What is Lifestyle Photography
Lifestyle photography essentially looks to capture a life’s moment and tie that moment to using or engaging with a product. The purpose is to influence its viewer that the product is suited to their own lifestyle. Sometimes, the product isn’t even used in a photo but, the goal remains the same. Put another way, it is to attempt to create authenticity between a product and a lifestyle.
An example of a lifestyle photo with a product being used might involve a model with her new purse. If the brand is trying to convey an upscale purse, there are various factors to consider. The location and time of day, the color palette, and the model’s clothing are primary considerations. So, you might choose Rodeo Drive in Beverly Hills on a sun-lit day with the model in a complimentary outfit, actively engaging with the purse as she accomplishes routine tasks. This sells the experience of the purse being suited to an upscale lifestyle. If you are instead looking to brand the purse as durable, the location might be a picnic in the park with the purse sitting on the grass.
If you use lifestyle photos without a product being featured, to convey a central message about your brand, there are similar considerations. For example, let’s pretend for a second you’re the largest wine maker in your region. You do plenty of product marketing and advertising. So, you’d like to instead promote the concept of people drinking more wine, not necessarily a specific product you sell. Since you’re the market leader, this overall “drink wine” push will naturally draw most of the attention to you. Continue reading on Quora.