Attract. Engage. Connect. Which Type of Photography Does Your Brand Actually Need?
Not all photography is made to sell. Some is made to stop people. Some is made to build trust. Some is made to help them decide. The best brands know the difference, and they use each type intentionally.
If you’re deciding between lifestyle and product photography, you’re asking the wrong question. It’s not about style. It’s about purpose.
I work across three types of brand creative: Attract. Engage. Connect.
Here’s what they mean, and how to know which one you need.
Attract-Level Creative
Purpose: Make people look
This is the most conceptual work. It’s not about showing the product. It’s about showing the world your product belongs in. Think of it as the image that starts the conversation.
Where you’ll use it:
Campaign creative
Billboards
Paid social
Hero shots on homepages
Attract-level imagery speaks to a mindset or moment your customer relates to. It makes them feel something before they know what you’re selling.
Engage-Level Creative
Purpose: Make people care
This is where the product enters the frame, but in context. It’s styled simply, with a focus on relatability. The mood still matters, but now the product plays a clear role.
Where you’ll use it:
Social content
Email marketing
Product features pages
Branded editorial or behind-the-scenes moments
Engage-level creative doesn’t shout. It helps people imagine the product in their life without over-explaining.
Connect-Level Creative
Purpose: Make people buy
This is functional, clean, and focused on clarity. It shows what the product looks like, how it works, what it does. It answers the customer’s questions before they have to ask.
Where you’ll use it:
Product pages
Online store carousels
Retargeting ads
Instructional content
This isn’t about mood. It’s about infor
So, which one is right for your brand?
All of them. Just not all at once.
If you’re launching, start with attract.
If you’re building engagement, lean on simple, product-led scenes.
If you’re selling, don’t skip the clear, functional shots.
Most brands need layered content that speaks to each point of the customer journey. This is how you use creative to pull customers through the funnel to convert.
Ready to see if your current content is doing what it should?
Let’s take a look.
