Types of Photography
Now that you know everything about Creating a Visual Brand because you read and took detailed notes on our last post (right?), let’s talk about what kind of photography your brand needs to be able to create a cohesive visual brand and keep up with the demands of the content mill.
If you’ve talked with a photography agency or even started to go down the rabbit hole of brand photography, you know that there are A LOT of things to consider. So many, in fact, that we’d be crazy to try to tackle all of that in one post. We figured that instead, we’d start with the basics:
Here’s an example of recipe photography!
What are the different types of brand photography?
Brand photography encompasses a few different types of photographs. Usually, a mix of all of the following are needed to ensure a brand is well-represented online. Take a look at the list of types of product photography and think about what applies to your brand.
Lifestyle: Lifestyle product photography features your product in a natural setting where it would appear, such as a kitchen, a gym bag, or a shelf.
Packaging: Packaging product photography emphasizes the packaging a consumer can expect when looking for your product on the shelf or unboxing. Usually, packaging photos are required by Amazon and Shopify to sell a product. These photos vary in style, but it’s likely that you’ll need a mix of plain white background and some simple studio shots to use on your website and social.
Studio Set-Up Shots: Studio set-up shots are heavily styled shots that showcase your product in its best light in a slightly more natural setting than a stark white background.
Recipe Photography: If you’re running a brand in the food and beverage space, you’ll need photographs of your product being used in recipes. Most of our work is done with food and beverage CPG clients, and we’re familiar with what sorts of recipes you need to be thinking about to showcase your product in its best light.
Why are all of these photographs important?
It’s important to have a well-rounded library of on-brand photography because it helps sell your product to consumers. Seeing your product in photos, whether on Instagram, Facebook, ads, or an e-newsletter, helps establish the ethos behind your brand is and how your product will fit into consumers’ lifestyles.
Here’s an example of product photography that shows a brand that’s all about fun and color.
What is a brand ethos, and how do I showcase that in photography?
Your ethos is based on the values and personality of your brand. By incorporating those values and personality into on-brand photography through colors, props, and storytelling, you can convey everything a customer needs to know about your brand through one image.
When a customer sees an image featuring a desirable lifestyle, they’re inclined to buy products in the photo as a way to get closer to that desired life. Brands of all shapes, sizes, and types use this lifestyle marketing to appeal to consumers, and it works! Think about the latest Nike or Apple ad: it featured elements that convinced you, on some level, that you needed a new pair of running shoes or a top-of-the-line Apple Watch to be more active and fit. That’s what you’re going to be doing with the lifestyle product photography you’ll be taking.
We feel the same way about recipe photography: it helps explain to your client how to use your product in the kitchen and beyond, giving them ways to incorporate the product into their routines.
What should I consider when deciding what kind of photography I need?
It’s likely that you’ll need an assortment of all of these photographs to create a strong, cohesive brand. If that sounds intimidating to you, check out our services page, where we break down what it would look like to get a sampling of all of these types of photography so you know what works and what you need more of.
Questions? Reach out at hello@fourcoursemedia.com, fill out our contact form, or schedule a free consultation call with us here!