What Is Lifestyle Photography? 9 Effective Tips and Examples

Lifestyle photography, also known as candid shots, captures your products in use by your target market, showcasing them in their natural, everyday settings.

Photos are one of the most important elements of your online store. 

Lifestyle photography shows your products being used artistically by your target market in their natural state. Also referred to as candid shots, this style of ecommerce photography helps online shoppers see your products used in a model’s day-to-day life.

And, whatever you can do to shorten the customer journey from browse to purchase can only work in your favor. 

If you don’t have the money to hire professional lifestyle photographers, this guide will show you how to take lifestyle photos of your products on a budget.

What is lifestyle photography?

Lifestyle photography is a style of photography that captures people in real-life situations, showcasing products in natural, everyday settings. Examples include models using tech gadgets at home or people wearing fashion items during daily activities to create relatable and authentic product imagery.

Lifestyle photography examples

• Everyday moments
• Family interactions
• Outdoor activities
• Social gatherings
• Product demonstrations

Check out these examples of great lifestyle photography from real brands: 

Everyday moments

Lifestyle photos capturing everyday moments show products seamlessly integrated into daily routines. These pictures help customers imagine how the product fits into their own lives. Nespresso uses lifestyle photography to depict everyday situations—like drinking a morning cup of coffee—in aspirational settings. 

Nespresso

Family interactions

Photos showing family interactions are powerful for brands targeting households or parents. They highlight how products can enhance family life or solve common family challenges. The mattress brand Avocado often uses family photos to show how its products fit into daily family life. 

Avocado Green Mattress

Outdoor activities

For brands selling outdoor gear, clothing, or accessories, lifestyle photos of outdoor activities can be particularly effective. The clothing brand Finisterre is a pro at this. Its product photography often shows models doing adventurous activities—like rock climbing and surfing—in the apparel or with the bags. 

Finisterre

Social gatherings

Lifestyle photos of social gatherings can be effective for brands selling food, beverages, or party supplies. Le Creuset is a great example of a brand that regularly shoots lifestyle images to show off its products. Elaborate dinner parties and summer soirees often form the backdrop for its beautiful range of cookware. 

Le Creuset

Product demonstrations

This type of lifestyle photo demonstrates how products can be used in everyday routines and solve common problems. Our Place’s lifestyle photography often shows its pots and pans being used practically in stylish home and social settings. The photos often feature someone making a delicious-looking dinner or sitting around with friends enjoying a new recipe.

Our Place

How to shoot lifestyle photography: 8 effective tips

1. Choose authentic settings
2. Tell a story
3. Incorporate brand elements
4. Find models that reflect your brand image
5. Prioritize comfortable and natural poses
6. Stay organized with a shot list
7. Plan your shoot around natural lighting
8. Camera setup and the accessories you need

Keep these lifestyle photography tips in mind when you capture real-life events or plan lifestyle shoots:

1. Choose authentic settings

When selecting locations for your lifestyle photography, aim for settings that mirror real-life situations. Think about places like a cozy living room, a lively café, or a beautiful outdoor park. Authentic environments help shoppers connect with your images on a personal level, making your product photos feel more relatable and engaging. 

Tips for choosing authentic settings:

• Explore local spots. Visit nearby parks, cafés, or markets that form a large part of everyday life.
• Consider your audience. Consider where your target audience spends their time and choose locations that reflect their lifestyle.
• Use natural light. Look for places with plenty of natural light to give your photos real warmth.
• Incorporate everyday elements. Include items like books, plants, or coffee cups in your setting to create a lived-in feel.
• Scout locations ahead of time. Take a few test shots at potential locations to see how they look through your lens before your photo session.

2. Tell a story

To make your lifestyle photography truly engaging, focus on weaving a narrative through your images. Capture moments that tell a story, whether it’s through a sequence of events or by highlighting emotional interactions between your subjects. 

Catching nature lovers hiking in the wilderness or showing parents playing with their children adds depth and meaning to your lifestyle photos, allowing shoppers to really immerse themselves in the scene and connect emotionally with the subjects. This technique transforms your images from simple snapshots into memorable and impactful lifestyle stories.

Tips for crafting a narrative with your lifestyle photography: 

• Plan a story arc. Think about the beginning, middle, and end of the story you want to tell. This could be as simple as a morning routine or a day out with friends.
• Capture candid moments. Look for genuine interactions and emotions. Candid shots often convey more feeling than posed ones.
• Use props and settings. Incorporate items and locations that enhance the story, like a picnic basket in a park or a coffee cup in a café.
• Focus on details. Pay attention to small moments, like a shared laugh or a gentle touch, which can convey powerful emotions.

3. Incorporate brand elements

Integrating snippets of your brand within your lifestyle photographs helps create a cohesive visual identity—and helps shoppers recognize your products. This involves thoughtfully adding aspects of your brand to your images, such as colors, logos, or specific styles. By doing so, you not only promote your brand but also help viewers associate the lifestyle portrayed in your photos with your products or services. Over time, this can improve brand recognition and customer loyalty. 

Tips for incorporating brand elements in your lifestyle photography: 

• Use branded products. Feature your products prominently in the scenes. For example, if you sell clothing, have models wear your items in natural settings.
• Create a photography style guide. Develop a document—including details about saturation, color, lighting, and subject matter—that your team can use to make sure all photos follow the same style guidelines. 
• Create a brand mood board. A mood board includes important brand elements, often in image form to help with visualization. You can also include color schemes, and desired aesthetics to guide your creative process to make sure your images are consistent. 
• Inject your color palette. Choose locations and props that complement your brand’s color scheme. For example, if your branding uses natural colors like greens and browns, consider holding your lifestyle session in a forest or out in nature.
• Show your products being used in real-life situations. For instance, if you sell kitchenware, capture a family cooking together, highlighting how your products enhance their experience.

4. Find models that reflect your brand image

The right models make for authentic and relatable lifestyle photography. Whether you opt for professional models, friends, or real customers, choose individuals who reflect your target audience and help them picture themselves in the scenarios you’re shooting. 

Tips for choosing the right models: 

• Define your ideal model. Create a profile of the type of model that fits your brand and the lifestyle you want to portray. Consider factors like age, style, and personality.
• Involve real customers. Sometimes, your best models are your actual customers. Featuring them can add authenticity and show how your products fit into real lives.
• Consider a friend or family member. If you’re on a budget, ask friends or family members who embody your brand’s lifestyle to model for you. They can bring a genuine feel to your lifestyle photo shoot.
• Do a test shoot. Consider doing a quick test session with your chosen models to see how comfortable they feel in front of the camera.

5. Prioritize comfortable and natural poses

Encourage your subjects to adopt relaxed, natural poses that reflect real-life situations. When your models feel comfortable, they’re more likely to express genuine emotions and interactions, which can lead to captivating images. 

Steer clear of overly staged or artificial poses, as these can undermine the authenticity of your photos. By focusing on natural poses, you create scenes that feel believable and relatable, allowing viewers to connect with the lifestyle you’re showcasing.

Tips for engaging and natural poses: 

• Create a comfortable atmosphere. Make your subjects feel at ease by chatting with them and playing music they enjoy.
• Use movement. Encourage your models to move around or engage in activities, like walking or cooking, rather than standing still. 
• Give simple directions. Instead of rigid posing instructions, offer simple guidance. For example, ask models to interact with each other or have a conversation.
• Incorporate props. Use props that fit the scene, like a book or a coffee cup. This gives your subjects something to do with their hands, making them feel more natural.
• Capture behind-the-scenes moments. Sometimes the best shots come from behind-the-scenes interactions. Keep your camera ready to capture candid moments as they happen.

6. Stay organized with a shot list

Create a detailed list of shots you want to capture during the shoot to make the most of your time and resources. 

Tips for creating a good shot list: 

• Outline key shots. Start by listing shots that are essential to your narrative. Think about different angles, close-ups, and wide shots.
• Categorize by scene. Organize your list by location or scene to help you stay on track as you move through the shoot.
• Consider your future image needs. Make sure you're getting enough photos for email, landing pages, product pages, etc.

7. Plan your shoot around natural lighting

The quality of natural light can make a big difference in your images. By considering the lighting conditions at different times of day and scheduling your shoot accordingly, you can improve the overall aesthetic of your photos.

For example, the golden hour—just after sunrise or before sunset—offers warm, flattering light that is perfect for outdoor lifestyle shoots. Proper lighting not only sets the mood but also helps convey the emotions you want to capture in your images.

Tips for making the most of natural light: 

• Know the golden hour. Find out when golden hour happens—you can use apps or websites with sunrise and sunset times to plan your shoot. 
• Scout locations in advance. Visit your chosen locations at different times of the day to see how the light changes. 
• Use reflectors. If you’re shooting during the day, consider using reflectors to bounce light onto your subjects and soften shadows.
• Experiment with backlighting. Don’t be afraid to shoot into the light. Backlighting can create a dreamy, ethereal quality in your images, especially during golden hour.
• Keep an eye on the weather forecast. Overcast days can provide soft, diffused light that is great for portraits, while sunny days can offer vibrant colors.

8. Camera setup and the accessories you need

It’s easy to get overwhelmed when choosing photography tools, but your kit need not be complicated or expensive to deliver quality photos. If you have an extremely limited budget for equipment, there are ways to capture high-quality photos with your smartphone. If you have some budget to work with, consider the following tips:

• Choose a versatile camera. Each has its pros and cons, so choose a camera (whether that's a DSLR, a mirrorless camera, or something else) that fits your comfort level and the needs of your shoot.
• Invest in versatile lenses. A 24-70 mm zoom lens can handle a variety of shooting situations.
• Save money on accessories. Tripods, reflectors, and external flashes can help you stabilize your shots and manipulate light for better results, but you don’t need to buy the nicest options to get good results.
• Stock up on batteries and memory cards. It’s wise to have backup batteries and memory cards on hand to avoid interruptions during your shoot.

Qualities of good lifestyle photos 

Lifestyle photographs have multiple benefits for brands of all shapes and sizes, whether you’re leaning into candid portrait photography or capturing everyday moments. When done well, they can associate these qualities with your brand:

• Relatable. Instead of only showing products in a studio with plain backgrounds, lifestyle photography shows products in real-life situations, making it easier for customers to see how the products fit into their lives.
• Good location. Shortlist multiple locations for your lifestyle photoshoot. Research your location ahead of time. Make sure you won’t need permission or a permit to shoot photos.
• Engaging. Candid photos that show everyday moments can remind customers of their own experiences, encouraging engagement with the brand. It also models how the product might look in the moments they are intended for. 
• Shareable. People are more likely to share images they relate to or find appealing with their friends and followers. You can take this one step further and encourage customers to share their own lifestyle photos, which can create a community around your brand and products.
• Illustrative. When you showcase products in a positive and relatable light, consumers are more likely to associate those positive emotions with your brand. Similarly, high-quality lifestyle images can convey that a brand is professional and cares about how it presents itself. 

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Common mistakes to avoid in lifestyle photography

• Overly staged scenes
• Poor lighting conditions
• Poor compositions
• Lack of diversity in models
• Too much editing

Be aware of these common pitfalls when organizing lifestyle photoshoots: 

Overly staged scenes

One of the biggest mistakes in lifestyle photography is creating scenes that feel too staged or artificial. When everything looks overly posed or arranged, it can take away from the authenticity that lifestyle photography aims to capture. Instead:

• Keep it natural. Instead of forcing models into stiff poses, encourage them to interact naturally. Capture candid moments where they are genuinely enjoying themselves.
• Use real-life settings. Choose locations that look lived-in and authentic, rather than creating a perfect, staged environment. This helps the models connect with the scene and the audience connect with the images.
• Avoid props that feel fake. Use props that fit the scene naturally. For example, if you’re shooting a kitchen scene, include real food items instead of fake ones.

Poor lighting conditions

Poor lighting can ruin even the best scenes by making images look dull or harsh. This detracts from the overall quality of your photos and can even make them seem amateurish. Instead:

• Plan for natural light. Whenever possible, shoot during the golden hour (just after sunrise or before sunset) when the light is soft and warm.
• Avoid harsh shadows. If you’re shooting in bright sunlight, try to find shaded areas or use reflectors to soften the light on your subjects.
• Test your setup. Before the shoot, test the lighting conditions at the location to see how the light changes throughout the day.

Poor compositions

Ignoring best practices for framing your photos can lead to unbalanced images or shots that just don’t look right. This can be jarring for shoppers who want to connect with your brand and products but have this niggling feeling that something feels off. Instead: 

• Follow the rule of thirds. Imagine dividing your frame into a grid of nine equal parts. Place your subjects along these lines or at their intersections to create a more visually appealing image.
• Use leading lines. Look for natural lines in your environment, such as paths or fences, that can lead the viewer’s eye to your subject.
• Frame your shots. Use things around you—like doorways or branches—to frame your subject and draw attention to them.

Lack of diversity in models

To be able to relate to an image, shoppers need to be able to imagine themselves in the situation you’re showing. This is really hard to do if they don’t see models who look like them. Instead:

• Show different backgrounds. Include models of various ages, ethnicities, and body types to reflect the diversity of your audience.
• Highlight different lifestyles. Capture different lifestyles and experiences, whether it’s family portraits of a gathering, a solo adventure, or friends enjoying a day out.
• Be inclusive. Consider the interests and lifestyles of your target audience and include models that represent those groups.

Too much editing

While editing can enhance your photos, taking it too far and over-editing them can make them look unnatural—and, if we’re being honest, a bit fake. Too much manipulation can distract from the real-life moments you’re trying to capture, so keep filters and overediting to a minimum. Instead: 

• Keep it subtle. Use editing tools to enhance colors and brightness, but avoid heavy filters that change the overall look of the image.
• Maintain natural skin tones. Aim for a natural look rather than overly smooth or airbrushed appearances.
• Limit effects. Avoid adding too many filters or textures that can take away from the authenticity of the scene. 

Lifestyle photography FAQ

What makes a good lifestyle photographer?

Good lifestyle photographers know how to capture real moments and emotions in a way that feels natural and relatable. They have a good eye for composition, lighting, and storytelling, making their images connect with viewers on a personal level.

What equipment do I need for lifestyle photography?

For lifestyle photography, you’ll need a good camera (like a DSLR or mirrorless camera), a versatile lens (such as a 24-70 mm zoom lens), and basic accessories like extra batteries and memory cards. You may also want a tripod to stabilize your camera and reflectors to help with lighting.

Can lifestyle photography be done indoors and outdoors?

Yes, you can do lifestyle photography both indoors and outdoors. Each setting offers unique opportunities; indoors can provide cozy, intimate scenes, while outdoors can capture vibrant, dynamic moments in natural light.