Lifestyle is type of commercial photography which aims at putting the viewer, your buyers, into an aspirational environment.

It’s natural, maybe at home, outdoors, at work, but it is one or more people in a happy environment that should be a fraction or more above your actual clients position.  It should say to your buyers, with my product you will be better, you will be living this dream.

Classic lifestyle photography is rampant in the Homes and Gardens type magazines, where everyone can imagine owning a home like that presented.  It also features in some fashion photography (but not much).  

TV is the home of the lifestyle image, just think of all those adverts that present families or individuals at home, happy and smiling all the way through.

Lifestyle can feature your product prominently, or it can be more discrete.   If you are selling a service, then the lifestyle image should portray the benefits indirectly.  If you sell pensions, then you’re lifestyle images present young looking pensioners enjoying a lifestyle with spare money.   Quite how much spare money depends on your target clients – for some it might be enjoying a night out, for others it might be enjoying a world cruise.

Lifestyle is not the very high glamour (or very grunge chic) that you see in most fashion and perfume adverts, why?  Because it’s not aspirational to the viewer, it’s not in reach to the viewer.

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