How do you showcase the features and benefits of your product in a lifestyle context?

Product photography is not just about capturing the physical appearance of your product, but also conveying its value, personality, and appeal to your target audience. One of the most effective ways to do that is to use lifestyle photography, which shows your product in use, in context, and in relation to other elements that enhance its story. In this article, you will learn how to showcase the features and benefits of your product in a lifestyle context, using some practical tips and examples.

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1 Understand your buyer persona

Before you start planning your lifestyle photoshoot, you need to have a clear idea of who your ideal customer is, what their needs and desires are, and how your product can solve their problems or improve their lives. This will help you choose the right setting, props, models, and mood for your images, as well as the message and tone you want to convey. A buyer persona is a fictional representation of your ideal customer, based on data and research, that includes demographic, psychographic, and behavioral information. You can create one using online tools, surveys, interviews, or analytics.

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Sarah Jamieson - Brand Photographer, Pictorial Photography

I work with small business owners who need scroll-stopping brand photography that makes them look friendly, approachable and professional and attracts their ideal clients.
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Understanding your own brand values is also important before hiring a photographer for a branding or product shoot. I find that buyer personas tend to be similar to the owner of the small business and can therefore be simplified and easier for everyone to work with.

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2 Choose a relevant and realistic setting

The setting of your lifestyle photos is crucial, as it provides the background and context for your product and its use. You want to choose a location that matches your brand identity, your product category, and your buyer persona's lifestyle. For example, if you are selling outdoor gear, you might want to shoot in a natural environment, such as a forest, a mountain, or a lake. If you are selling home decor, you might want to shoot in a cozy and stylish living room, bedroom, or kitchen. The setting should also be realistic and believable, meaning that it should look like a place where your product would actually be used, not staged or fake.

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3 Use props and models that complement your product

Props and models are the additional elements that you can use to enhance your product and its story in your lifestyle photos. Props are the objects that surround your product, such as furniture, accessories, plants, books, etc. Models are the people who use or interact with your product, such as customers, influencers, or actors. You want to use props and models that complement your product, meaning that they add value, interest, or emotion to your images, without distracting or competing with your product. For example, if you are selling a coffee machine, you might want to use props like mugs, beans, spoons, or pastries, and models who look happy, relaxed, or energized while drinking coffee.

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4 Highlight the features and benefits of your product

One of the main goals of your lifestyle photos is to showcase the features and benefits of your product, that is, what your product can do and how it can help your customers. To do that, you need to focus on the aspects of your product that make it unique, useful, or desirable, and show them in action, in relation to the props, models, and setting. For example, if you are selling a smartwatch, you might want to highlight its features like heart rate monitor, GPS, notifications, or music player, and show how they benefit the user in different situations, such as working out, traveling, or relaxing.

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Sarah Jamieson - Brand Photographer, Pictorial Photography

I work with small business owners who need scroll-stopping brand photography that makes them look friendly, approachable and professional and attracts their ideal clients.
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Being able to show your product's size through proportions and scale helps a potential buyer visualise your product. A good way to do this is by using a universal object or a person to show the size of the product compared to them.

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5 Use different angles and compositions

Another way to showcase the features and benefits of your product in a lifestyle context is to use different angles and compositions in your photos. Angles are the positions from which you shoot your product, such as front, side, top, or bottom. Compositions are the arrangements of the elements in your photos, such as the rule of thirds, the golden ratio, or the leading lines. By using different angles and compositions, you can create variety, interest, and depth in your images, as well as emphasize different aspects of your product and its story. For example, if you are selling a backpack, you might want to use a front angle to show its design and details, a side angle to show its size and capacity, and a top angle to show its contents and organization.

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Sarah Jamieson - Brand Photographer, Pictorial Photography

I work with small business owners who need scroll-stopping brand photography that makes them look friendly, approachable and professional and attracts their ideal clients.
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Having a carefully arranged Flat Lay shot can create a story with the product, and these are really effective for website banner images. It doesn’t need to be complicated to be effective.

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6 Edit your photos for consistency and quality

The final step in showcasing the features and benefits of your product in a lifestyle context is to edit your photos for consistency and quality. Editing is the process of adjusting the colors, brightness, contrast, sharpness, and other aspects of your photos using software or apps. Editing can help you improve the appearance and appeal of your product and its story, as well as create a consistent and coherent style for your brand. For example, if you are selling a vintage clothing line, you might want to use warm tones, soft filters, and grainy effects to create a nostalgic and retro vibe for your photos.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you showcase the features and benefits of your product in a lifestyle context?

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1 Understand your buyer persona

2 Choose a relevant and realistic setting

3 Use props and models that complement your product

4 Highlight the features and benefits of your product

5 Use different angles and compositions

6 Edit your photos for consistency and quality

7 Here’s what else to consider

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