What Is Lifestyle Photography? Steps, Examples, and Tips

Lifestyle photography artistically shows your products being used in their natural states by your target market. Also referred to as candid shots, this style of ecommerce photography can be framed as relatable or aspirational, depending on your brand positioning. It helps online shoppers see your products in action through the lens of day-to-day use.

Incorporating lifestyle photography into your ecommerce site is one of many tactics you can use to help shorten the customer journey from browse to purchase. Even if hiring a professional lifestyle photographer is not in your budget, you can use this guide to learn about how to develop your own approach to lifestyle photography for your ecommerce brand. 

What is lifestyle photography?

Lifestyle photography captures real-life moments in a natural way. The aim is to tell a story, whether it’s of a family enjoying a picnic, a couple dancing in their kitchen, or someone laughing over coffee with a friend. Lifestyle photography focuses on authenticity, emotion, and movement, not perfectly choreographed poses. 

This is different from lifestyle product photography, which is geared toward showing products in action. While both styles should feel natural and relatable, lifestyle photography is usually more personal and about people rather than products. 

What is lifestyle product photography?

Lifestyle product photography brings your product to life by showing it in context, either being used, worn, or enjoyed in real-world settings. 

It’s a popular style for ecommerce brands because it helps customers imagine how the product fits into their own lives. Instead of a plain white background, you might see a candle flickering on a cozy bedside table, a water bottle clipped to a hiker’s backpack, or skin care products arranged around a bathroom sink. 

Examples of lifestyle photography

• 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. Jot uses lifestyle photography to depict everyday situations, like drinking a morning cup of coffee.

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.

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. 

Social gatherings

Lifestyle photos of social gatherings can be effective for brands selling food, beverages, or party supplies. Our Place 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. 

Product demonstrations

This type of lifestyle photo demonstrates how products can be used in everyday routines and solve common problems. As well as social gathering scenes, Our Place’s lifestyle photography often shows its pots and pans being used practically in stylish home and social settings. 

Types of products and industries that benefit from lifestyle photography

Lifestyle photography is incredibly versatile and adaptable across industries. Whether you’re selling handmade jewelry, launching a new baby brand, or showcasing your latest outdoor gear, lifestyle photography helps bring your brand to life by showing your product in action.

Let’s look at how different brands and industries use lifestyle photography to connect with their audience and tell a compelling visual story.

Newborn and baby products

Lifestyle newborn photography captures real moments, like a parent cuddling their newborn in a softly lit nursery, or a baby wearing a onesie while napping on a cozy blanket. The aim is to show the product as well as the love and everyday magic new parents experience. This helps customers emotionally connect with your brand and imagine your product as part of their own precious moments. 

Family moments

Family lifestyle photography is ideal for brands that market to families. It captures real-life moments like families wearing matching pajama sets, playing games, handing out holiday gifts, or anything that brings people together. These images are supposed to feel real and relatable, making them ideal for businesses that want to tap into the nostalgia of family life. 

Jewelry and accessories

Lifestyle jewelry photography helps potential customers see how a piece will actually look and feel in the real world. Instead of a sterile studio shot, you might show someone slipping on a bracelet before heading out the door, or wearing a delicate necklace while sipping coffee. These images give context, highlight craftsmanship, and create an aspirational vibe. Lifestyle jewelry photography is especially powerful for social media and lookbooks, where mood and storytelling matter just as much as the product itself.

Corporate lifestyle photography

Corporate lifestyle photography captures real people doing real work, whether that’s a team brainstorming in a co-working space or a CEO giving a talk. This style is popular with tech companies, law firms, agencies, and startups that want to show the human side of their business. When it’s done well, corporate lifestyle photography can build trust and make brands feel more approachable and modern.

Food-related products

Whether you’re a brand selling kitchen tools, artisanal ingredients, or ready-to-eat snacks, showing your product in a lived-in setting makes a huge difference. Think breakfast spreads with natural light pouring in, ingredients mid-chop on a rustic table, or someone pouring coffee into a branded mug. Lifestyle food photography is ideal for cookbooks, ecommerce, packaging, and content marketing that aims to whet the appetite.

Home and interior design

Home lifestyle photography helps interior brands, furniture makers, and décor shops show off their products in a way that feels … well, like home. 

Rather than isolated product images, this style places your pieces in thoughtfully styled rooms complete with natural light, personal touches, and people actually living in the space. This type of lifestyle photography is great for showing scale, quality, and design while sparking ideas for how customers can bring your products into their own lives.

Fashion and apparel

Fashion lifestyle photography brings clothing to life in a way that flat lays never could. Picture streetwear in an urban setting or a flowing dress captured on a breezy beach. Photos should show movement, personality, and how your pieces fit into everyday life. 

Outdoor and adventure

Outdoor lifestyle photography is perfect for products like camping gear, hiking boots, bikes, and fitness apparel. Think sweeping landscapes, golden hour lighting, and people mid-adventure, like climbing, running, exploring, or simply enjoying the outdoors. 

Ways to do lifestyle photography

There’s no one “right” way to do lifestyle photography. It really depends on your budget, goals, and how hands-on you want to be. Some brands love the creative control of doing it themselves, while others prefer to work with a professional and let them handle the details. 

Do it yourself

If you’ve got a decent camera (or even a modern smartphone) and an eye for storytelling, DIY lifestyle photography can absolutely work, especially if you’re just starting out or working with a limited budget. 

Pros:

• Budget-friendly. You’ll save money by skipping photographer fees.
• Total creative control. You get to style and shoot things exactly how you want.
• Flexible timing. You can shoot whenever inspiration strikes, instead of having to schedule around someone else.

Cons:

• Steep learning curve. Nailing the lighting, composition, and editing can take time and practice.
• Time-consuming. Between planning, shooting, and editing, DIY shoots can be a big time investment.
• Quality limitations. Without professional gear or experience, the final images may not have that polished, scroll-stopping feel you want.

DIY lifestyle photography works best if you’re comfortable behind a camera (or willing to learn), have a clear brand aesthetic, and want to test ideas on a small scale.

Hire a professional lifestyle photographer

If you want images with a polished, brand-ready look, hiring a lifestyle photographer is often the way to go. Professionals typically have good equipment and experience in storytelling, lighting, and styling.

Pros:

• High-quality images. Professional lighting, editing, and equipment will help produce sharp, beautiful shots.
• Expertise. Photographers know how to capture the vibe you’re going for.
• Saves you time. Focus on running your business while the pro handles the creative.
  

Cons:

• More expensive. Rates can vary widely, but professional shoots are usually a bigger upfront investment.
• Less spontaneous. You’ll need to plan ahead, book time, and potentially coordinate models or locations.
• Creative collaboration is needed. You’ll still need to provide direction and input to make sure the final images align with your brand.

This is a great option if you’re ready to invest in your brand, launch a product line, or want a consistent look across your website, ads, and social media.

How to do lifestyle photography for ecommerce

1. Choose authentic settings
2. Stay organized with a shot list
3. Find models that represent your ideal customer
4. Acquire camera setup and accessories
5. Incorporate branding through styling and props
6. Prioritize comfortable and natural poses
7. Edit for a natural finish

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. 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.

3. Find models that represent your ideal customer

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.

4. Acquire camera setup and accessories

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 camera 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.

5. Incorporate branding through styling and props

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 or shoes, 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.

6. 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.

7. Edit for a natural finish

Post-processing is an important part of lifestyle photography, but it’s important not to overdo it. The best lifestyle images look effortless, even if a lot of care goes into them behind the scenes. 

Lifestyle photos that are over-edited or heavily filtered can lose their realistic charm. Your goal is to keep the lighting, tones, and colors true to life while maintaining a consistent look across your images. 

Tips for achieving a natural edit in lifestyle photography:

• Use presets with care. Presets can save time and help with consistency, but they should be adjusted to suit each photo. Avoid filters that drastically alter skin tones or lighting. 
• Keep colors true to life. Stick to your brand’s color palette and avoid oversaturating or drastically shifting hues. 
• Adjust lighting. Use editing to gently fix shadows, highlights, and exposure, but avoid changing the mood or feel of the original moment. 
• Retouch sparingly. Don’t erase every wrinkle or speck of dust, but do focus on subtle clean-ups, like fixing distractions in the background or correcting minor blemishes.
• Maintain consistency. Apply the same visual tone throughout to reinforce your brand identity. This can include brightness, contrast, warmth, or grain, but it can also mean keeping things like image size consistent. 

Top lifestyle photography tips

• Make photos relatable. Instead of only showing products in a studio with plain backgrounds, show products in real-life situations, which makes it easier for customers to see how the products fit into their lives.
• Choose a good location. Shortlist multiple locations for your lifestyle photoshoot. Research your location ahead of time and make sure you don’t need permission or a permit to shoot photos there.
• Make 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. 
• Lean into shareability. 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.
• Tell a story. 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. 
• Shoot in 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.

5 common mistakes to avoid in lifestyle photography

1. Overly staged scenes
2. Poor lighting conditions
3. Poor compositions
4. Lack of diversity in models
5. Too much editing

Be aware of these common pitfalls when organizing lifestyle photoshoots: 

1. 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, focus on the following:

• 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.

2. 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, focus on the following:

• 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.

3. 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 nagging feeling that something feels off. 

Instead, focus on the following: 

• 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.

4. 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, focus on the following:

• Show people from different backgrounds. Include models of various ages, genders, abilities, 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.

5. Too much editing

While editing can enhance your photos, taking it too far and over-editing them can make them look unnatural—and, to be 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, focus on the following: 

• 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.