When it comes to product photography, a very popular conflict that companies wrestle with is whether to conduct lifestyle shots or white background. Both types perform different functions, and the perfect decision usually involves the particular function of your business, the stage you're retailing on, and the kind of story that you wish to convey.
If you are a product seller, either on eCommerce sites, social media, or your website, getting the correct visual representation is a top priority. But what may be a good fit for one site or campaign may not be effective for the next. So, let's dive into the advantages and disadvantages of lifestyle photos and white background images, and how you can use a combination of both to build a cohesive and compelling brand experience.
What are White Background Images?
White background pictures are what they sound like - images of products against a plain, often dull, white background. The shots are simple and only about the product alone.
They're professional, crisp, and clean with no distractions so the viewer can look at nothing but the product.
Why You Need White Background Images:
Professional and Clean Look
White background shots provide a clean, professional look. They're ideal for presenting your product without distraction. The minimalistic style allows nothing to vie with the features of the product, making it simpler for customers to know what they're getting.
Consistency Across Multiple Platforms
Platforms such as Amazon, Etsy, and even your own site tend to need product photos with white backgrounds to ensure consistency throughout listings. This consistency ensures a professional, high-quality look, making your products seem more credible.
Highlighting Product Features
White background images give you the opportunity to focus on the features and details of your product. Whether it’s the texture of a fabric, the intricate design of a piece of jewelry, or the color of a product, the simplicity of the background allows those features to shine.
Great for Catalogs and eCommerce Sites
White background photos are necessary for product catalogs, online shops, and other e-commerce-related activities. Customers need to be shown what they're going to buy when they're browsing, but not necessarily the lifestyle surrounding it.
What are Lifestyle Shots?
Lifestyle shots, by contrast, depict your product in use. These photos take the product in its real-life situations, typically with people using or engaging with the product in a natural, familiar environment.
Here, the objective is to relate a story and demonstrate how the product is incorporated into the lives of your target market.
Why You Need Lifestyle Shots:
Create Emotional Connections
Lifestyle photography is about storytelling. It's about demonstrating how your product can make someone's life better. Whether it's a cup of coffee from your branded mug or a model sporting your apparel on a bright sunny day, lifestyle photos enable customers to imagine themselves using your product. They establish emotional bonds by providing your product with context and demonstrating its usage.
Showcase the Experience
While white background images focus on the product, lifestyle shots focus on the experience. An individual who is using your product inspires and inspires. For example, a stunning image of your skincare product being applied to a morning routine resonates with consumers on a deeper, emotional level; something a simple white background shot can't accomplish.
Better Engagement on Social Media
For social media platforms such as Facebook, Pinterest, and Instagram, lifestyle photos work better since they are more eye-catching. Consumers prefer to see products being used, and they are more likely to be shared, commented upon, or liked. They animate your brand and tell a greater story than an ordinary product image.
Helps Build Brand Identity
Lifestyle shots are a showcase of your brand's personality. Are you a quirky, fun brand looking to show how your products add excitement to life? Or perhaps you're looking to feature your brand's minimalist sophistication and the way your products are part of that life? Whatever your brand personality is, lifestyle shots can convey that in a manner that words or simple images cannot.
Our Creative Lead, Biswajit Sahani remarks, "White backdrop shots are the 'who I am'—it's pure, professional, and displays the product for what it is. Lifestyle shots reveal the 'why you need me' or the 'why you want me.' They bring the product to life, add some context, and make it something the viewer can connect with in a personal manner."
This observation is the key to a fundamental reality regarding photography in products. White background photos inform individuals about what you have, while lifestyle images remind them why they should care and how the item fits into their world.
The Case for Using Both Lifestyle and White Background Product Photographs:
Although both styles are useful, the reality is, your brand will be better served by a mix of both white background and lifestyle shots. Here's why:
They Serve Different Purposes at Different Stages:
Top of the Funnel (TOFU):Â During the stage of awareness, lifestyle photography shots are wonderful to capture attention. They present a story, create emotions, and relate with target customers at the human level. Whether the photograph is a Facebook post or an article highlight, lifestyle photography shoots to make some engagement and generate interest.
Middle of the Funnel (MOFU):Â With customers progressing down the funnel, they start to look for more information and seriously consider making a purchase. White background images come into use at this point. They present the product in its basic, no-nonsense form, emphasizing its features, quality, and specifics that are relevant to your target audience.
Bottom of the Funnel (BOFU):Â When your potential customers are at the decision-making stage, a mix of both styles can be effective. A lifestyle shot of a person using the product in context can serve as a reminder of the experience, while a product-centric white background image can validate all the details they need to make a final buy.
Appealing to Different Audiences:
Your target market might enjoy different types of visuals depending on where they are along the path of their relationship with your brand. While some might enjoy the simplicity and directness of white background images, others might connect more with the aspirational quality of lifestyle shots. Having both on hand enables you to reach a wider variety of tastes.
Cross-Platform Optimization:
Different platforms often require different kinds of visuals. Instagram loves lifestyle shots, while Amazon or your eCommerce site may prefer white background images. By having both on hand, you’re always prepared to meet the specific demands of each platform.
Our Content Strategist, Pragnya, says, “Without a doubt, if you’re planning for a 360-degree approach to visibility, you need both. Would you buy a vase just by looking at a white background picture? Probably not. You’d want to visualise it. Imagine how it might look on your table or shelf, or how it could fit into your living room decor. Similarly, if you’re looking for furniture, a lifestyle photograph will pull you in because it helps you visualise how the product fits into your everyday life."
Illustrating the difference between simply showcasing a product and helping your customer see it in action. Lifestyle shots are about immersion and experience, while white background images give the technical details and simplicity required for decisive buying.
When to Use White Background Images vs. Lifestyle Shots
When to Use White Background Images:
On eCommerce platforms like Amazon, Shopify, or Etsy.
For product listings, catalogues, and advertisements, where the main goal is to highlight the product.
When you want your product to appear professional, clean, and free of distractions.
When to Use Lifestyle Shots:
On social media platforms (Instagram, Pinterest, etc.) to create engagement and inspire your audience.
For brand storytelling and emotional connections in campaigns or websites.
When you want to demonstrate how your product fits into a certain lifestyle or use case.
Long Story Short
Choosing between white background images and lifestyle shots does not have to be an either-or choice. Both are, in fact, necessary for a well-rounded and successful content strategy. While white background images are ideal for business product presentations, lifestyle shots have the ability to tell your brand's story and create emotional connections. By incorporating both, you can successfully connect with your audience, market your products, and generate sales through multiple channels.
As you create your photography plan in sync with content strategy and SEO, keep in mind that diversity in your imagery will make you more attractive to a wider audience and present the appropriate content at the appropriate moment in your customer's journey.
If you are organizing a content shoot and do not know the way to balance both styles, think about making a shot list with both product-centric and lifestyle-centric shots in it so that you can have the best of both worlds for your products and brand.
Still worried? Schedule a call, and we shall help you out.