CPG Photography Glossary of Image Styles
In the world of CPG (Consumer Packaged Goods) product photography, a “beauty image” is a hero-style shot of the product, a polished, visually appealing photo designed to showcase the brand and packaging in their best possible light. It shows what is in the package and how that product is used. We often shoot all of these when projects come in.
Many hero shots show the package, product, and flavor cues on a brand-colored surface.
A beauty image:
Focuses on the product itself: Unlike lifestyle shots (where the product is used in a realistic everyday life context), beauty images put the product front and center.
Illustrates a clean, controlled presentation: Typically shot against a branded or realistic background, with professional lighting to make packaging colors stand out.
Marketing-ready: These images are designed for use on websites, social media, Amazon, Shopify, ads, and print materials.
Purpose
Reinforces brand recognition by showing packaging clearly.
Communicates flavor cues or category (like splashes, props, or ingredients subtly included).
Acts as the "primary image" consumers see first—whether on e-commerce sites or retail marketing materials.
Examples
A soda can with condensation droplets, perfectly lit to highlight its gloss and brand logo.
A bag of popcorn standing tall with styled crumbs or flavor ingredients arranged nearby.
A bottle of juice is photographed with vivid lighting to show freshness and clarity.
Pumpkin butter on hero riser in branded colors
In short, a beauty image is the polished, iconic shot that makes your product instantly recognizable and irresistible at a glance. It may or may not show the package, and often we shoot multiple iterations that include the package or have different ratios for different channels, as well as leaving room for ad copy.
Here are a few more styles:
A product family photo shows a collection or line of products in one photo:
Collection of fruit jams from a variety collection
A lifestyle shot shows the product in an everyday setting offering tips for how it is used.
Pasta in a kitchen still life staged to highlight the product
CPG Lifestyle
Oftentimes, a hand model or model can be employed to add relatability and human interest. In CPG photography, the model is often cropped or blurred out, allowing the product to take center stage. These are branded through the use of background colors and models wearing items that match or complement the brand colors. They are more polished and great for budgets.
Realistic setting - lunch on the patio
UGC-Style (User Generated Content) Images & Reels
Another popular style is known as UGC, or user-generated content. Many companies not only use influencer- and customer-generated images, but they also often hire studios to create them with a realistic yet polished vibe for marketing purposes. We frequently hear that our clients love these casual POV style images, but they don’t want dirty tee towels, cheap props, or the wrong herb garnish on their products. We can produce them quickly with our extensive prop collection, while delivering polished work that meets brand specifications and receives client approval.
Definition: Casual, relatable, authentic-looking content—meant to feel like it came from a customer or influencer.
Focus: Accessibility and relatability rather than perfection.
Style: Natural light, handheld angles, short-form video (reels, TikTok), “real people” instead of models.
Purpose: Social channels, influencer partnerships, engagement-focused campaigns.
Example: A quick TikTok-style video of someone unboxing, opening, and tasting a new snack with genuine reactions
These images showcase the product in various settings, including a lunchbox, after-school snack, lunch, office, or entertaining scenario. They often define the use and user.
UGC style is also popular in reels or stop-motion videos, which can inspire the use of the product in recipes and everyday life. They can also be used on many social channels. Compiled clips can be assembled in After Effects for a fast-moving reel that is great for new product launches and digital advertising.
Have a project? Want us to design a moodboard? Get in touch!
