Family photography has entered a more engaging phase. Images of families in the past have comprised of over lit situations with impossibly perfect generic models posed and arranged perfectly in a frame. Enter mobile photography and the style has moved into what could be described as opposite to all that was before. Much of this has been driven by Instagram, selfies and the mobile photography revolution which has harnessed the power of storytelling and spontaneous moments in everyday lifestyle.
The good news is that in our time-poor age the logistics of setting up an on trend family shoot should require less heavy duty production. You can utilise models from your family and social network of friends and acquaintances as they will reflect this real aesthetic. Facebook provides the perfect platform to galvanise interest in your network and for sourcing models as well as from your blog.
Post production time is reduced as over perfecting in Photoshop is to be avoided and only the most subtle of post production is required – and you dont need to be removing flair and other flaws. All kinds of locations can work here whether rural, urban or suburbia so your local environmentshould provide a suitable backdrop and add an element of familiarity.
The look is the feel of a sophisticated snap shot i.e real and spontaneous moments, but with a degree of polish. The skill is in making it real and amplifying the authenticity factor – i.e finding joy in the everyday and enjoying the mundane is the backbone to this trend.
Here are some suggestions of how to reflect this evolving aesthetic:
Embrace ‘flaws’
Use flare and blown out highlights where appropriate. As art director Gretchen Fletcher comments in Creative Review, flare drenched images are used to sell everything from insurance to toothpaste.
Make use of your network
Its recommended to use friends, family and your social network for sourcing models so that the images reflect diversity both in ethnicity and family structure as well as from differing social backgrounds. Theres no typical family or nuclear family structure – we have working mums and stay at home dads, 3 generation families living together, single parent families and families with parents of the same gender being the norm.
Get wacky
Edit in those images that include goofy and the in between expressions, including the adults! Consider role reversals and capture the adult in the child and the child in the adult.
Don’t forget the props
Use basic and sometimes old fashioned props and activities to impart warmth and the idea of nostalgia. Its also in direct contrast to the fast technologically driven pace of life. This may sound contradictory but showing the idea of inter-connectivity is also of interest to image buyers so showing families interacting with technology, e.g phones and tabletsetc ideally should be included in the shoot list.
Avoid obvious framing
You can be ultra creative with the frame its not necessary to always show everyones face or whole body. Even without faces the image can communicate a lot, sometimes even more. It also helps to alleviate the problem of stacking lots of models in a frame. Letting models move around makes for more relaxed and real body language.
Use ‘bad’ weather to your advantage
The nuances of weather play a part in developing narrative in a family shoot. Obviously shooting in inclement weather is not always desirable but there is the recognition that shooting on perfect halcyon days are not the only option. Its been said that we are in a Scandi-trance with all things Nordic and this has been very influential withlifestyle and fine art photographers who have been adopting the more muted tones and darker palettes in photography.
Retro / vintage still has appeal
Some new trends in stylistic devices that would also be worth exploring for family shoots are a retro or vintage feel which is driven by Instagram and the popularity of using filters. On the colour spectrum soft colour tones are appearing, countered with an appeal for a stronger, brighter colour palette. Double exposure photography is making a comeback and potentially offering a compelling alternative interpretation of family life.
Remember – looking at what’s developing in fashion and fine art photography, and stylistically in TV series, often indicates trends and micro trends that will be adopted in lifestyle photography.
Creating narrative in imagery is more important these days to add character, depth and bring the shoot to life. Its worth considering creating a story board, in particular using your own experiences of family life; the ups and downs, the perfect and less perfect moments, the extraordinary and the mundane. Also weaving in your hobbies and preferred activities to shape the shoot like running, growing veg, cooking, playing an instrument the scenarios are endless. The familiarity with those preferences can amplify the authenticity element and make the feel of the shoot less staged.
Most advertising clients are promoting products that help make life easier for people and free up their time to do the things they aspire to like spending time with families and creating memories. They’re also choosing to use visuals that speak to individuals from all walks of life which is why this photography aesthetic is resonating with art buyers…so what are you waiting for?
Here’s a lightbox of on trend lifestyle images to give you some further inspiration.