Talkin’ Turquoise

In the final installment of our three-part series on commercial photography, we discuss advertising photography, including product and lifestyle photography.

It’s no secret that advertising works. When people see a product, service or lifestyle that appeals to them, they want to experience it for themselves.

In essence, that’s what advertising photography is all about, says Jacob Pace, Turell Group’s senior photographer.

“When you move into advertising photography, you want to be sure you’re tapping into that essential emotional appeal,” he says. “You’re telling a story about the brand or product in a way that elicits a very real feeling in people.”

Product Photography

Showcasing a product is one aspect of advertising photography. We highlight the appealing aspects of a good or service and show it at its best, using professional techniques.

How do you create an emotional response in people when you’re photographing an object? Professional photographers use special techniques to draw out textures, colors and other features that appeal to people. They can also use lighting to create a warm feeling, eliciting a happy emotion in someone, or maybe create a cool, dramatic or even an intriguing feeling that piques someone’s curiosity.

“We figuratively and literally show things in the best light possible,” Jacob says.

Professional product photography can be used on your website and in digital ads, social media, print ads, brochures, catalogs and more.

Lifestyle Photography

Once we move out of the studio, product photography can become lifestyle photography. We often show products in natural settings and feature people engaging with the product, to show them how it can be used our enjoyed in their own life.

“It’s many steps further than just showing the product in a studio setting,” Jacob says. “You’re giving it life.”

Through lifestyle photography, viewers can begin to form a connection with a product if they start to see themselves in the picture.

Importance of Authenticity

It’s important that the products and lifestyles we showcase in our work with clients is as authentic as possible. We want to show real people interacting with a company’s goods or services.

“Authenticity and trust is a big part of what we’re creating,” Jacob says.

For example, we don’t use fake elements in food photography or digitally add labels to wine bottles. Those types of techniques can shape unrealistic expectations and lead to disappointment, potentially damaging your brand.

Instead, we show people and products in authentic environments, in ways that enhance your brand’s integrity.

Showcasing Your Business

Our commercial photographers are experts in helping your business showcase your products. We can show buyers why they might want to purchase your products or services and build a bridge between your customers and your business. Contact us to get started!

Part 1: Commercial Photography: Balancing perfectionism and authenticity
Part 2: Business Photography: Portraying a company and its people