Keep it in Context: A Photo Styling Philosophy
One of the core characteristics of my style is “lived-in.” This doesn’t necessarily mean the shot is at a kitchen table or even documentary in any way. It’s just the idea of dynamics and the psychology of drawing the viewer into a picture through a visual that they can see a part of themself in.
You find this tactic in recipe photography (on social media, websites, etc.) a lot and for good reason, however there is a common pitfall. A number of them, actually, but I’m focusing on one in particular with this article. The authentic effect and value of the editorial angle is diminished when a product’s packaging is squeezed into a shot out of context.
Make it Make Sense
There are plenty of times when the packaging should be included, but sometimes it just doesn’t work. I’m sure you’ve seen countless posts by brands or influencers like this. For example, a pasta company. A content creator makes a recipe with some fusilli pasta. They make a pan of pasta with some sauce, vegetables, and chicken -and maybe they add a plate too, like they’re serving it. Things are making sense. Which is all good.
We’re not talking about the quality of the photography or styling here, just the conceptual planning of the shot.
So we’ve got a visual narrative going in a top-down POV… and then, seemingly out of left field, a box of dry pasta. The issue here is that a box of pasta does not make sense in a story about serving the pasta. By the time the pasta recipe is made and in a serving dish, the box of pasta is back in the pantry. Nobody sets a box of pasta next to their dish of cooked pasta as they are preparing to eat -and I don’t know about you, but even if everything was still on the counter, I definitely don’t ever lay a box of pasta front side up.
A Square Peg in a Round Hole
Nothing says sneaky inescapable advertising plug more than a forced product placement. It leaves a sour taste in my mouth. You may argue there is in fact a storytelling component or that this is too literal, but my point is that it is advertising trying to disguise itself as a story and not doing a very good job. Which is an outdated approach. Brands should not be so concerned with imposing their logo at any chance they can find. Let’s move from this phase of shallow thought.
There are plenty of instances when package placement makes sense and even is necessary to fulfill the purpose of the shoot. I’m not knocking packaging altogether. It can be expected in recipe process images with ingredients gathered for the recipe, for example. Or a can beverage campaign where the packaging has very few reasons not to be in the shot. And there are various artistic approaches to showcasing products that lend themselves to including product packaging in the photography very well. This post is not about any of those applications.
The issue here is that content marketing like recipe photography should feel editorial. Everything doesn’t have to be logo stamped to be branded. Soak that up like a sponge. Millennials, Gen Z especially, and now Gen Alpha -these generations don’t trust advertising and that’s increasingly true. You’re going to want to connect in another, more genuine way. Don’t fall prey to the excessive demand for imagery in a way that lowers quality standards. You don’t want images that look contrived or merely obligatory to represent your company. It’s really as simple as not overdoing it and investing in your creative.
Consider This
A brand identity is not just a logo. Nail your visual voice and use that consistently to connect with your audience. That’s what professional creatives, photographers, stylists, art directors, and producers are here for. Our work adds value to your brand by translating the idea of your brand into a recognizable aesthetic. A logo is like a signature. Visual voice is like a person and their innate fashion sense.
So, ask yourself, would this be there? If the answer is no, find a way to make the image make sense. You can change the concept, the perspective, the composition… any number of things. With situation oriented pictures, you have to make it make sense or it just ends up looking artificial. Understanding this now is a step up in your marketing, yes, but it’s a step forward. Ahead of the curve.
