How Lifestyle Photography Elevates CPG Brands
Let’s face it: we live in a world that jumps in eyeballs first. In 2024, every brand is a visual brand, and in a world full of non-stop content, standing out from the crowd is key for food and beverage brands. I always tell my clients that the best way to do that is through carefully curated lifestyle photography that helps you go beyond just showcasing products. Through this type of content, you can boost sales and engagement—who wouldn’t want that? In this blog post, I’m exploring the significance of lifestyle photography in the food and beverage industry and how it can be leveraged to forge a deeper connection with consumers.
What is lifestyle photography?
Lifestyle photography is a type of photography that features your product in a natural setting where it would appear. These photos show off the type of lifestyle you imagine your product being a part of or providing for your customers.
Why is it important to have lifestyle product photography?
It's important to have lifestyle product photography because it helps sell your product to consumers. Seeing your product in lifestyle photos helps accomplish that in two ways: first, it establishes what the ethos behind your brand is, and second, it helps the customer imagine how your product will fit into their lifestyle.
How does lifestyle photography help clients connect with your brand?
Consumers want to envision how your products fit into their lives. Lifestyle photography allows you to showcase the real-life usage of your food and beverage offerings. Keep that in mind as you select props and talk with your shoot stylist—more on that next week!
Why does it take a good product lifestyle photo to explain what your brand ethos is?
Let's unpack that. Your ethos is created by the values and personality of your brand. By incorporating those values and personality into lifestyle product photos 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 lifestyle that they desire, they're going to subconsciously clock the products in the photo as a way to get closer to that ideal lifestyle. 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.
What are your goals for lifestyle photography?
Lifestyle photography allows your brand to tap into aspirational living. Your goal should be to tell a visual story that presents an elevated and desirable lifestyle associated with your products. Whether it's a luxurious wine and dine experience for a fine wine brand or a healthy and active lifestyle for a nutrition bar, these images inspire consumers, positioning your brand as a way to achieve to their dreams.
Authenticity is one of the most important factors you can put into your photography and GIFs—and one of the values that resonates the most with today's consumers. Lifestyle photography offers the opportunity to showcase the authenticity of your brand. Talk to your photographer about these values and figure out how to feature genuine moments, real people, and unfiltered experiences to build trust and transparency.
How should you style lifestyle photography?
Your brand has a personality, and lifestyle photography is a great way to express it and stand out from the crowd while doing so. Whatever words you associate with your brand—playfulness, sophistication, funkiness, luxury, warmth—you can include those values in your lifestyle photography. Consumers will know to identify these images with your products, building brand recognition that will help them remember your products in a crowded, noisy market.
How often should you refresh your lifestyle photography?
Lifestyle trends are always changing, and your photography should reflect current tastes and preferences. That being said, I know that it’s hard to budget as much as you might want to for asset creation, especially in today’s rocky economy. Try to keep a wish list of photos and trends that you’ve seen and want to incorporate in your next shoot so you can tell your photographer what’s most important to you and your brand.
You can read more about my recommendations for when to book a photoshoot here.
What are the basics for product lifestyle photography?
Before you hire a photographer (or pick up a camera to do it yourself!), you need to have some basics nailed down for a product lifestyle shoot:
Should you have models in the shot?
What props are you using to convey your brand's values and personality? (Not sure what your brands values and personality are? Book a call with me today to talk more about that.)
What sorts of colors should be featured in the lifestyle photograph?
Is there action happening in the photography or will it be more of a still life?
Once you've determined the answer to these basic questions, you'll be able to get a better idea of what sort of location you'll be using, who needs to be present for the shoot, and how long it will take.
Conclusion
For food and beverage consumer packaged goods brands, lifestyle photography is more than just a photo: it's a means of creating an emotional connection with your audience. By telling stories, showcasing real-life usage, and making sure you’re creating authentic visuals, lifestyle photography can help you stand out from the crowd and build a strong relationship with customers that will lead to repeat purchases and a loyal fan base. Ready to get started? Inquire now!