I believe that good photography is a mix of knowing how to use a camera and understanding light. It also helps to have a good eye to compose and break an image to make it unique. This will help you develop your style and keep the viewer engaged with your work. In lifestyle product photography, it’s all about telling a story and showing the product you are shooting in real-life use. Although, you can show your style by documenting this uniquely and dynamically.
As part of my useful process, I like to do market research to understand what kind of customer buys the product. Understanding your audience is key to making sure you are telling a good visual story. When creating lifestyle product photography, there are certain steps I follow to compose a balanced shot that will draw the viewer’s eye to the subject. These include the following:
Diagonals
There are many different approaches to lifestyle product photography. I often like to use dynamic diagonals when composing a frame. This gives a sense of direction to lead the viewer’s eye to the product you want to highlight. You can use diagonals to place the objects you are shooting and create a sense of motion in a scene.
The rule of thirds
This was one of the first lessons I learned in school and by far my most used when styling products. Odd numbers — or thirds, in this case — are the way to go. I am referring to the number of elements that are composed in a frame. The focus should always be on the main product. The remaining two items can be within the same range or simply props of any kind that balance the composition.
When composing with this rule of thirds, start by dividing your image into nine equal rectangles (two vertical lines and two horizontal lines). The four lines will intersect at four points. These intersections will be the points you want to highlight and be of interest to the viewer. Luckily, most cameras include this feature but you can also practice enough to a point where you can do it intuitively.
The rule of thirds is the result of not placing the object in the middle of the frame. Instead, you want to make sure it is placed on or close to the intersections that split the image. This makes your image more dynamic and more appealing to the eye.
Negative space
Another approach to lifestyle product photography is considering the negative space within the frame. This will allow the product to breathe and balance within the frame you are composing. When working with negative space around the subject, make sure there’s a sense of composition with the product as the main focus. The negative space shouldn’t overpower the product.
Additionally, the use of negative space in product photography is oftentimes used for graphics, text, and relevant information. The next time you flip through a magazine, notice where a product is featured and how this space is used to include relevant information from the brand.
Angles and focus
Once you decide what story you are telling when placing the product in context, you can play with keeping the focus on the item you are photographing in the foreground and keeping the background out of focus to bring attention to the product. I always recommend picking engaging backgrounds that give a sense of relation to the product, in the actual context that represents what function they serve.
Choosing your focus point is the most important step when composing lifestyle photography, or any kind of photography, really. The right focus point will help convey the message you want to tell with your photos.
A great way to approach angles is by leading the eye into a triangular shape created by the elements you are using to combine the rule of thirds, for example. This will help balance the image and lead the eye to the main focal point.
Props, color backgrounds, and textures
Props are the most important items you will use in lifestyle product photography. Once you have established the concept you are shooting — which represents the theme of your product — make sure you select engaging elements that allow you to bring the product to life. With this in mind, it will allow an easier approach to styling any scene or a flatlay.
