Your brand's imagery should contribute to the atmosphere you would like to create. But deciding what kind of photo aesthetics to embrace can be a challenge. When choosing your photography aesthetic, remember that different visuals appeal to different audiences and can change how those people perceive your brand. You want to select a visual style that will evoke the emotions in your audience that you would like associated with your brand.
In this article, we dive into several different timeless photography aesthetics so that you can decide which one is appropriate for your brand.
Clean & Natural
A clean and natural photography aesthetic puts minimalism and honesty at the forefront of your brand. This type of imagery is great for brands that want to evoke a sense of ease, simplicity, and honesty. A clean and natural aesthetic will communicate a brand that values transparency and ethics. Your photos' seemingly "unedited" look will feel more authentic than a heavily filtered style. Some examples of brands that embrace a clean and natural look are Dove and Everlane. If the clean and natural aesthetic aligns with your brand values, we have created an imagery toolkit that includes a set of Lightroom Mobile presets and a concise PDF guide on how to light and frame photos that will align with this aesthetic. Shop the toolkit with the link below.
Editorial
An editorial aesthetic may be perfect for you if you're a high-end and eccentric brand. Editorial imagery elevates the subject to a level of aspiration and desire. It's high fashion. An editorial aesthetic tends to be quite straightforward in presenting its subject. Odd angles and perspectives are standard. An example of a product-based business that uses this photography aesthetic is Rimowa. Cult Gaia executes this look in the fashion market. Editorial photography has a "cool factor." It can feel a bit inaccessible to the general population, so it is ideal for brands with a premium price point and a specialized clientele.
Warm
A warm photo feels like home. It is sophisticated, elevated, yet inviting. This visual aesthetic is great for brands that would like their audience to feel comforted by their brand. Whether you sell clothing, baked goods, or are a lifestyle brand, a warm aesthetic embraces the intimacy of a sunset or the warm fuzzies we get spending time with loved ones during the holidays. It's a sense of nostalgia in a visual medium that can help your audience feel deeply connected with your brand. Brands that use this aesthetic are Ralph Lauren and Atelier founder Tosin's personal brand. If you would like to create a warm brand atmosphere, we have created an imagery toolkit that includes a set of Lightroom Mobile presets and a concise PDF guide on how to light and frame photos that will align with this aesthetic.
Whimsical
This look can be perfect for those looking to embrace delight in life. As human beings, we are innately drawn to images and scenes of others having fun and enjoying. This can be beneficial for your brand if your offering is something that you want people to be excited about and have fun with. If you'd like your brand to have people feeling at ease, a whimsical aesthetic can help your audience let down their guard and be more receptive to what you offer. Anthropologie and Selkie are two brands that lean into a whimsy. We have created an imagery toolkit that includes a set of Lightroom Mobile presets and a concise PDF guide on how to light and frame photos that will align with this aesthetic. Continue reading to learn about our final timeless photography aesthetic.
Vibrant
Vibrancy is bold and engaging by its nature. Bright colours and fast-paced scenes create a sense of wonder around your brand. People are naturally intrigued by vibrant scenes and settings. If you want your brand to stand out from the crowd, embracing a vibrant photographic aesthetic can be a great choice to pique that initial interest when we discover something new; and, more importantly, keep people engaged. Disruptive brands that lean into a vibrant aesthetic are Skittles and Google.
It's easy to get swept up in the photographic trends that are currently popular online. However, as brand strategists, we recommend you make visual branding decisions based on your aesthetics based on who your audience is and how you would like them to feel when they interact with your brand. This will assist your staying power and add a layer of consistency to your brand that won't exist if you are radically transforming your aesthetic based on what is trending. If you would like to discuss this further, reach us at atelier@oluwatosin.net, and we'd be happy to consult with you on your visual brand strategy.