Why Lifestyle Photography is Important for Marketers

Written by Robert Lowdon

Robert Lowdon is an internationally published commercial photographer based out of Toronto, Canada. He spends his time photographing architecture and industrial projects for the most part.

Published September 12, 2022

Why Lifestyle Photography is Important for Marketers

Great lifestyle photography is all about authenticity. These days, consumers are bombarded with marketing messages from all sides, and they’ve become quite adept at spotting inauthenticity a mile away. That’s why marketers need to find new ways to cut through the noise and reach consumers on a more personal level. And there’s no better way to do that than with lifestyle photography.

Lifestyle photography allows marketers to show consumers what their products or services can do for them in a way that is relatable and authentic. It humanizes the brand and helps customers see the product or service in a context that they can understand. For example, rather than simply showing a picture of a car on an isolated background, a lifestyle photo might show the car driving down a city street with the family inside. This helps potential customers see how the car fits into their own lives.

In addition to being authentic, lifestyle images are also versatile. Images can be used in a wide variety of marketing materials, from website banner ads and social media posts to print ads and email newsletters. And because it resonates so well with consumers, it can be used across industries; from fashion and beauty to food and travel. 

How to Use Lifestyle Photography in Your Marketing Campaigns

Lifestyle photography can be used in a number of different ways, depending on your marketing goals. Here are a few ideas to get you started:

  • Use lifestyle images on your website or blog to give visitors a realistic idea of what your product or service is all about.
  • Use lifestyle photos in online ads and social media posts to grab attention and boost engagement.
  • Use lifestyle photography in print ads, brochures, and other marketing materials to create a more personal connection with potential customers.
  • Use environmental portraits to show off your company’s products or services in a real-world setting.
  • Use candid shots and action shots to add excitement and energy to your marketing materials.

Lifestyle photography is an incredibly powerful marketing tool. When used correctly, it can help you connect with consumers on a more personal level, show off your products or services in a realistic way, and boost engagement with your brand.

So if you’re looking for a way to make your marketing campaigns more authentic and effective, consider using lifestyle photography. It just might be the key to success.

A golfer tees off with a forest background.
Interesting backgrounds can be key to lifestyle images, like in this example of photography for a golf course.

The Most Common Types of Lifestyle Photography

Lifestyle photography comes in all shapes and sizes. But there are a few common types that are particularly popular with marketers. Here’s a look at the most common types of lifestyle photography:

Everyday Life

Simply put the art of the everyday. This is the most popular form of lifestyle photography. Quite frankly it is what keeps stock photo agencies in the business.

This style of lifestyle photograph focuses on the beautiful moments that make up our everyday lives. Something as simple as making breakfast or watching tv are great examples of everyday life.

Industrial Lifestyle Photography

This style captures images of people in industrial or work settings. This type of photography can be used to promote a company or product, or it can simply be used to capture the beauty of the industrial world.

Healthcare & Medical Lifestyle Photography

Health care and medical photos are popular for a number of reasons. First, there is a large demand for these types of images, both from businesses and individuals. Secondly, medical concepts are always relevant, whether it’s a traditional doctor-patient image or a more holistic representation of someone using home remedies. And thirdly, medical stock photos can be very versatile, used for everything from advertising to educational materials.

A golfer admires his drive after the swing
Semi-candid shots can be some of the best lifestyle images

Corporate Lifestyle Photography

When you hear the term “corporate lifestyle photography,” you might think of stiff, posed shots of business people shaking hands or staring unsmiling into the camera. But this type of photography is actually about capturing natural, candid moments that give viewers a sense of what it’s like to work at a particular company. This might include shots of employees collaborating on a project, enjoying a team lunch, or participating in a company event. By showing potential customers or clients what it’s like to be part of the team, corporate lifestyle photography can help businesses stand out from the competition.

Related: What Are the Most Important Images to Promote your Business? We asked Businesses

Family Lifestyle Photography

Family lifestyle photography is a type of photography that captures natural moments in the life of a family. This can include anything from a casual snapshot of a family member to a more posed photo of the whole family. Lifestyle photography is typically more candid and relaxed than traditional portraits, and it can be used to capture the unique personality of each family member. Some common examples of family lifestyle photography include photos of families playing together, sharing a meal, or participating in a favorite activity. By capturing these candid moments, lifestyle photographers are able to create lasting memories for their clients.

A golfer looks down the fairway as he prepares to tee off.
Emotions make for great lifestyle images

Sports and Active Lifestyle Photography

In advertising, using the right photography is key to catching a potential customer’s eye. Sports and active lifestyle photography is one type of photography that is often used in ads. As the name suggests, this type of photography focuses on people who are engaged in sports or other physical activities. The goal of this type of photography is to capture the energy and excitement of the activity, which can help to make the product or service being advertised more appealing. Sports and active lifestyle photography is often used in ads for products such as sports equipment, fitness apparel, and health supplements. However, it can also be used to promote other items such as travel destinations and automobiles. By conveying a sense of excitement and adventure, sports and active lifestyle photography can be an effective tool for marketing any number of products or services.

Candid image of young male golfer on green
Subjects should generally be looking off camera for lifestyle images

Fashion Lifestyle Photography

Lifestyle photography is defined as a type of photography that captures natural moments in the life of its subjects. And what could be more natural than someone going about their daily life, wearing the clothes they’ve chosen to wear?

Fashion lifestyle photography is a type of photography that focuses on the way people actually wear the clothes they own, rather than on posed shots of models in designer clothes. This type of photography can be used to sell anything from everyday clothing to high-end fashion. And while it’s often used in advertising and marketing, it can also be found in magazines, on websites, and even in art galleries.

Technology in Real Life

Technology has become such an integral part of our lives that it’s often hard to imagine life without it. Technology in real-life lifestyle photography captures images of people using technology in their everyday lives. This type of photography can be used to promote a particular product or service, or it can simply be used to document the way we live today. With the ubiquity of technology, there are endless possibilities for this type of photography. Some common examples include shots of people using their smartphones, laptops, or tablets; people streaming music or videos; and people shopping online.

A female golfer prepares to putt
You can incorporate more than one subject in lifestyles

What Types of Lifestyle Images are in Demand?

When it comes to lifestyle photography, marketers should focus on creating images that are aspirational, relatable, and authentic. Aspirational images show consumers what they can achieve or obtain by using a product or service. Relatable images help customers see themselves using the product or service in their everyday lives. And finally, authentic images show a product or service being used in a way that is true to life.

Some of the most popular types of lifestyle images include:

  • Candid shots of people using the product or service in their everyday lives
  • Action shots of people using a product or service in an active way
  • Lifestyle portraits that show the subject engaged in a real-life activity
  • Environmental portraits that show the subject in their natural surroundings

Close up candid shot of young female golfer
Portraits can still place a crucial role in lifestyle shoots

Lifestyle Photography Tips

When planning a lifestyle shoot it is important to stage real-life events in an artistic manner. You will want to simulate everyday life but have a better-than-reality aesthetic. Great lifestyle photography can seem pretty straight forward but it actually can be one of the hardest forms of photography to execute well. Here are some tips I have learned over the years as a lifestyle photographer.

Shoot With Natural Light

For a lifestyle photography session, it is almost always better to go with natural light. It looks more authentic to the viewer. You can use lighting in your photo shoot, but do it in a way where it is undetectable.

Golfer hits an iron down the fairway
Most lifestyle images are better with a compressed background and good bokeh

Create Authentic Moments

In a lifestyle photoshoot, it is important to not interfere with the scene too much. You want your subjects to interact and behave naturally. The more you direct them, the less natural the photo becomes. It is okay to give gentle direction, but try not to control everything.

Use Props and Feature Products Naturally

It is important to use props and products in a way that looks natural. You don’t want your subjects to look like they are holding or using a product for the sake of the photo. The photo should be about the subject, not the product.

Choose the Right Location

The location of your shoot is important for setting the mood and tone of the photos. Choose a location that is appropriate for the type of photo you want to take. For example, if you are shooting a family lifestyle session, you might want to choose a location that is comfortable and homey.

Get In Close With a Wide Angle Lens

One of the best lenses for candid photos is a wide-angle lens. This allows you to get in close to your subjects without distorting their features. It also allows you to capture more of the scene in your photo.

Use Interesting Angles

Lifestyle photography is all about capturing candid moments. To do this, you need to be creative with your angles. Get low, shoot from the side, or experiment with different perspectives.

A female golfer removes a club from a golf bag.
Even everyday tasks can make for great lifestyle photography

Get Creative

Lifestyle photography is a great opportunity to get creative with your composition. Try using leading lines, symmetry, or other compositional elements to add interest to your photos. Consider using light flares or foreground objects to create dynamic images your clients will love

Lifestyle Photography Is About Ideas

For the most part lifestyle photography is about conveying ideas and feelings. Emotions like joy or ideas like freedom are just a couple of examples.

The most successful lifestyle photos connect with the viewer emotionally. That is why they are so effective in advertising.

A good lifestyle photo may make you want to change your laundry detergent. A great lifestyle photo may make you want to make you change your life.

Final Thoughts

If you’re looking for a way to connect with consumers on a more personal level, then look no further than lifestyle photography. This type of photography allows you to show customers how your products or services fit into their everyday lives in an authentic and relatable way. Plus, it’s versatile enough to be used in a variety of marketing materials and across industries. So what are you waiting for? Start incorporating lifestyle photography into your marketing campaigns today!

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