What makes a particular photograph look a certain way? Why do some images convey different feelings than others?
We’d love to say it’s all artistic magic, but there are concrete reasons photographs have different styles. They include: the type of props chosen, the lighting of the scene, and the angle from which it’s photographed. All of these elements together give a photo a feeling — and in commercial photography, that feeling can tell the story of a brand.
Now, what about your brand? What does your photography right now say about your brand? What do you want it to say? For our latest blog, we’ve identified five photography styles for brands to consider.
With some help from food stylist Kathryn Conrad, we took one subject (a bakery-made, delicious, season-appropriate pumpkin pie) and photographed it five different ways to show you how changes to lighting and props can transform a photograph’s style. Then, we’ll answer some commonly asked questions about brand photography styles.
A quick note on the labels we’re using: Photography is a subjective art form, of course, so these aren’t official labels or strict categories by any means. Every photographer has their own way of describing a photo’s “style.” We’ve chosen names that connect with what we’re trying to convey in each image.
Ready? Let’s get started.
Style #1: Dark and Moody
For this moody shot, the background has exceptionally dark shadows so that the product — in this case, pumpkin pie — is spotlighted. But there’s depth in the darkness. You’ll see we’ve filled the background with silver dollar eucalyptus, grapes, candied ginger, pomegranate, pears, persimmons, and fresh dates. The accoutrements create an interesting tablescape, further emphasized by the deep metallic colors and the antique pie server.
Together, it creates an impressionistic still life that gives a rich, antique, Renoir-painting vibe.
Style #2: High Key Lighting
High key lighting images consist of bright highlights and stark shadowing, typically against a white background. The key here (pun intended) is one intense source light, and we use a strobe or other type of other artificial lighting rather than sunlight so we can control the power. This type of lighting is quite trendy right now, especially with bright colors and heavy shadows. For our sample image, we chose a shiny white surface to increase the contrast and further allow the slices of pie to stand out from the plate in the background. The fresh citrus glaze, edible rose petals, blood oranges and vintage glass add a nice touch of color while keeping a somewhat monochromatic look.
This style of photography gives a positive, upbeat, and minimalist feeling.
Style #3: Ingredient
This style, as the name suggests, includes the food product as well as the ingredients involved in making it. Ingredients make great props, like the butter, cinnamon, eggs, and pumpkin that went into making the featured pumpkin pie. Additional props, such as the knife, cooling rack, and marble work surface used in the pie’s preparation, complete the picture.
Often we’ll create ingredient shots to give the feeling that a food product is homemade or easily accessible to a home baker.
Style #4: Rustic
When you think of rustic, think organic. The colors are earthy, with lots of brown and beige. Texture is key for a rustic style, and materials like wood, canvas, and linen napkins help portray a relaxed image. The food props — such as sugared cranberries, fresh whipped cream, and pecans — are also down-to-earth in both color and texture, giving a farm-to-table vibe.
Style #5: Artistic
Ooooh that drizzle! Artistic photography is somewhat of a freestyle. It’s attention-grabbing, it’s sexy, it’s artsy. For this style, we experiment with different colors, lighting intensities, and props, and see how they make the viewer feel. For this shot, we used a reflective, patterned surface that almost looks like waves, with a soft light that accentuates the shape of the pie slice. The drizzle is sharp and bright, cutting straight through the dark background.
These kinds of striking shots are great for social media or a point of purchase display.
FAQs About Brand Photography Styles
What are the characteristics that make photography styles unique?
Different props (nature, colors), lighting (brightness, shadows), and different angles. All of these come together to bring a unique feeling to the photo.
Can my brand's photography style fall under more than one of these categories?
Certainly. Of the styles we’ve listed, some are closely linked to a lighting style, while others describe the textures and props involved or the overall feeling the photo gives off. So, for example, an ingredient photo can also be high key or rustic.
Where does the term "high key" come from? Is it related to "low key"?
Yes, they are related. The term “key light” originated in the film industry, and refers to the main light in a scene. In studio photography, whether the key lighting is high or low describes the ratio of light to the shadows in the scene. High key lighting means that the shot is very bright, with bright whites and bright shadows. Low key lighting is much darker, with darker tones and shadows.
Do you typically choose one style for each shoot, or might you ever switch between them? Any reason why?
It depends on a brand’s products and recipe. If a brand has different products geared to different market segments, there could be a flip flopping of styles very easily in one shoot day. We have one client whose photography style changes mid-shoot: One shot will be a bright turquoise party for kids, and the next is a coffee cake on Carrara marble with a cup of coffee in the background.
We might even proactively straddle the line between two styles by taking multiple shots of the same setup to give our clients more options. We almost always do a secondary shot that is more messy and approachable. Whether it’s a cupcake or a beef sandwich, we’ll shoot the first set up in its entirety, then make additions: Peel the cupcake liner a bit. Add juicy drippings to the beef, and sprinkle crumbs around the sandwich. Pancakes are another example. We’ll start drizzling on syrup, then drizzle more and more until we’ve gone too far.
Do clients usually know what style they’d like? Can you help a brand to figure out what style is best for them?
It often depends on the experience of the brand team. Some of our clients are large corporate entities with sophisticated strategies and brand style guides. Others might be just starting out with professional photography and not have any idea what they need. Is their target market business to business, or a consumer in the grocery store? Are the photographs intended for product packaging, social media, or a website? We shoot each of these differently, in a style that best suits its final use.
We can help clients start to think through these considerations. Through working with us, they become more knowledgeable about their marketing needs and photography preferences.
Is this where go-bys are helpful in identifying a client’s preferred style? If they’re not experts in photography?
Sure. We almost always ask for go-bys (explained in a recent post about photography terms). They help us uncover what a client is thinking, and if there is something they’ve seen in the marketplace they’d like to try (or avoid).
Can a brand have different photography styles for different uses?
Absolutely. Social media is a common example. Historically, brands did double duty with their images: marketing, website, and social in one. But lately, for social media, brands are trending toward changing it up, taking photos that will only be for social media and will never appear on their website.
The Takeaway: A Few Key Adjustments Can Change a Photograph’s Style
A photo can be completely transformed with a few edits to the lighting, the angle, the background, any sort of plating and glassware, and textiles. These elements combine to convey a feeling through each image that tells a brand’s story. We hope this helps you get closer to determining your style when you’re ready to book your first professional shoot.
And if you’re looking to discuss your next photo project or determine your brand’s photography style, contact us using the button below. We’d love to work with you!
