How to Take Good Marketing Photos With a Smartphone

Marketing photography can be nerve-wracking — especially if you’re not a pro photographer. How do you get compelling shots that make your people and brand look good?

We get it. At Zoe Marketing & Communications, we’ve designed thousands of ads, many using supplied photos. And we’re here to assure you: You can take solid marketing photos with your smartphone.

Here’s how to get better shots, even without a fancy camera or experience.

6 steps for taking amazing marketing photos with your smartphone

1. The right lighting (your superpower)

Smartphones rely on good lighting. Use these strategies:

• Find a window: Have subjects face natural light, not backlit.
• Forget the flash: It washes people out. Use ambient light instead.
• Avoid midday sun outdoors: The overhead light creates harsh shadows. Shoot in early morning or late afternoon for best results.

Sample: Good lighting

Note how the window light spills onto the subject’s face.

Sample: Bad lighting

There’s a window behind the subject, which makes her face shadowed. Always avoid this.

 

2. Choose a clean background

The focus should be on people, not clutter.

• Skip banners/signs: Your ad will include branding. Extra logos in the photo distract.
• Minimize visual noise: Avoid unnecessary wall art, staircases or background clutter.
• Scan for weird effects: Check that objects in the background don’t create awkward visuals, like trees “growing” from people’s heads.

Sample: A bad background

We can’t read part of the banner, due to a person standing in front of it. There are issues with shadows and sunlight in the eyes, too.

3. Prioritize people in your shots

Photos with 1-3 people perform best.

• Groups of 4+ compete with the background — and someone is always blinking!
• Diversity matters. Aim for a mix of ages, genders and backgrounds.
• Some non-people “b-roll” is fine. Photos of hands creating something or a well-designed space can complement your ads.
• Kids are unpredictable. Move with them, not against them, for the best shots.

Sample: Too many people

Faces get lost, focus is unclear and harsh shadows add distraction.

4. Direct your subjects (they’ll thank you)

People feel more comfortable when you take charge.

• Plan in advance: Pick a well-lit space that reflects your brand.
• Reposition as needed: Don’t accept bad angles or lighting. Move people around as needed. A lightly posed photo is better than a messy candid.
• Give them a task: Holding books, writing on paper — small actions make people look natural.
• Relax! Your energy sets the tone. A calm, friendly approach leads to better expressions.

5. Don’t overthink angles, filters or settings

Keep it simple:

• Take a variety: Get some vertical, some horizontal, straight-on and angled.
• Skip filters: Focus on good lighting and clean backgrounds first.
• Shoot plenty: More photos = more options. Delete the duds later.

6. Pick your final photos wisely

Now that you have a digital heap, it’s time to edit.

• Do a first pass. Look for good lighting, expressions and no distracting backgrounds.
• Narrow to 10-12 best shots.
• Get team input — but keep it streamlined. Too many opinions slow the process.
• Send your top picks to your design team or marketing agency.

Next steps for creating compelling marketing campaigns

Marketing photography feels stressful at first, but good lighting, clean backgrounds and strong subject focus go a long way. Direct your subjects, shoot plenty and don’t overthink technical details.

Want expert-designed ads, emails and more? Talk us at Zoe Marketing & Communications. We’ll put our experience to work for you.

Looking for more tips? Check out these articles:

• Why good images matter in ads (and how to improve yours)
• How to create digital ads that convert