How to Choose Your Family Photography Style (and Make It Sell Without Selling Out)
Let’s talk style — and no, not in the “capsule wardrobe” sense, although let’s be real: we all have one sweater that makes us feel like Annie Leibovitz on her way to an Anthropologie ad shoot.
We’re talking photography style. That elusive mix of lighting, posing, editing, emotion, chaos, and restraint that makes a client say, “Oh my gosh, I want her.”
And here’s the truth no one tells you when you’re starting out:
You don’t have to find your style.
You get to choose it.
So let’s figure out how to choose your signature look — the kind that lights you up, books you clients, and doesn’t make you want to crawl under a blanket every time you open Lightroom.
💡 First, What Even Is a Style?
Your photography style is like your personal brand of visual storytelling. It’s what your images feel like.
Here are some examples:
- Light + Airy – like the inside of a Serena & Lily store. All white linens, barefoot toddlers, and no visible clutter (a fantasy, but a beautiful one).
- Dark + Moody – shadows, golden tones, earthy vibes, and the emotional weight of a Taylor Swift bridge.
- True to Life – natural color palettes, clean skin tones, and like, “Yes, that’s actually what their backyard looked like.”
- Muted Pastels – dusty pinks, sage greens, baby blues — think dreamy and soft, but not overly filtered.
- Editorial/Studio – crisp lighting, minimalist backgrounds, a sense of control that screams “I planned this and also I am a genius.”
And if you’re a lifestyle family photographer, you’re probably dancing between styles depending on location, lighting, and whether or not the toddler is screaming.
🧪 Here’s How to Start Finding YOURS:
1. Look at your favorite photos (not just your own).
Go on Pinterest. Instagram. The memory banks of your mind.
What types of images make you feel something?
What photos make you pause and think, “That’s it. That’s the vibe”?
Gather a little mood board — and then ask yourself:
Is there a common thread here?
Are the colors similar? The lighting? The emotion? The vibe?
2. Take a look at your own portfolio.
Even if you’re just getting started, I bet there’s a hint of your style already there.
- Are your photos leaning warm or cool?
- Do you love contrast or prefer softness?
- Do you like posed and perfect or chaotic and real?
Write it down. Draw circles. Make it messy. This is a visual craft — your clarity doesn’t have to come from a spreadsheet.
3. Now think about your ideal client.
You don’t have to mold yourself to fit your client — but you do need to speak their visual language.
- Do they shop at Zara or at Target or at the local boutique?
- Do they decorate with boho neutrals or blue hydrangeas against classic navy and white?
- Are they booking you because they want wall art or because they want social media content?
Your style should attract the kind of people you want to work with — without you having to contort yourself into something you’re not.
🖼️ Style Isn’t Just Editing — It’s Experience
Here’s where people get stuck: they think “style” means just how you edit a photo.
But it’s also:
- How you shoot (posed vs. candid, guided vs. documentary)
- Where you shoot (studio, client’s home, wildflower field at sunset)
- What you say during a session (“Okay now all look at the camera” vs. “Tell mom your favorite thing about her”)
- What you deliver (albums, digitals, framed art, etc.)
All of this creates your style. It’s the feel of working with you — not just the final photo.
🎨 What if You Like More Than One Style?
That’s okay! You’re a whole human person. You can have a spectrum. But for marketing purposes, I recommend picking one primary style to lead with.
Think of your brand like a book cover. You want people to recognize it, know what they’re getting, and say, “YES, this is exactly what I want to read.”
If you’re worried about getting bored — don’t. You can evolve later. Your style will grow with you, just like your business will.
💰 Making Your Style Sellable
Now let’s talk money.
Because while you want to follow your heart, you also want to pay for groceries (or that new preset pack, let’s be honest).
Here’s how to make sure your style actually converts:
- Use consistent editing in your portfolio. People want to know what to expect. If one photo is dark and grainy and the next looks like an Olan Mills special, clients get confused and bounce.
- Photograph people who match your dream client. If you want to serve high-end beach families, don’t fill your site with urban grunge shoots.
- Write copy that fits your vibe. Your words should match your images. If your style is playful and wild, don’t write like you’re a 19th-century butler.
- Stick with one palette per platform. Your homepage, Instagram, and pricing guide should feel like one cohesive mood board. You can switch it up seasonally, but don’t make your audience do detective work.
🌿 Style Isn’t a Trap — It’s a Tool
When you pick a style, you’re not boxing yourself in. You’re giving yourself the gift of focus.
You’re helping people decide faster.
You’re building trust.
You’re attracting people who already love what you do.
And honestly? That’s half the job.
🎯 TL;DR:
- You get to choose your photography style — it doesn’t have to magically appear.
- Style is more than editing — it’s your whole client experience.
- Pick a style that feels good to you and speaks to your ideal client.
- Stay consistent, so people know what they’re buying.
- Let your style evolve — just not all at once.
Up Next: – Thinking About Your Ideal Client (and How to Attract Them Without Acting Like a Salesy Weirdo)