If you sell products online, you’ve probably come across the terms editorial and e-commerce photography.
They often get used interchangeably, but they couldn’t be more different. One tells a story; the other builds trust. The best brands know how to use both.
Example of e-commerce photography. © Rare Studio LA
E-Commerce Photography: Clarity Sells
E-commerce photography is the foundation of your product catalog. It’s straightforward, precise, and designed to answer every question a customer might have before buying.
These are the clean, consistent images you see on product listings—white backgrounds, even lighting, neutral shadows. Every product is shown the same way so your catalog feels unified.
When done well, the photos disappear and the product takes center stage. Customers don’t think about the lighting or setup; they simply trust that what they see is accurate.
It’s not about creativity for its own sake—it’s about clarity. These images are built to convert.
Example of editorial photography. © Rare Studio LA
Editorial Photography: Emotion Connects
Editorial imagery lives on the other end of the spectrum. Instead of showing what something is, it shows what it feels like.
Think of a lookbook, a lifestyle campaign, or an ad that makes you pause. The lighting might be softer, the angles looser, the styling more expressive. The goal is emotional connection—showing how your product fits into real life, or the kind of lifestyle it represents.
A pair of shoes photographed in a studio might sell them.
The same shoes in an editorial scene—a street corner, morning light, someone mid-step—can make you want them.
Editorial photography adds personality and story to your brand. It turns products into experiences.
Why You Need Both
Some brands focus entirely on e-commerce photography and wonder why their social content feels flat. Others lean heavily on lifestyle imagery and forget to give customers the clear product information they need to actually buy.
The truth is, the two work best together.
E-commerce photos convert.
Editorial photos connect.
One builds confidence, the other builds emotion.
When they’re aligned in tone and style, your brand feels cohesive everywhere—from your website to your ads to your social feed.
Building the Right Balance
Start with e-commerce images. They’re essential for your product listings and are often the first touchpoint for new customers. Once those are consistent, introduce editorial imagery to bring depth and identity to your visual presence.
Even a handful of strong editorial shots can shift how your brand is perceived. They show customers not just what you sell, but who you are.
The combination of clarity and emotion is what turns good photography into a brand language.
Need help?
At Rare Studio LA, we create high-converting product photography for brands that care about how they show up.
Explore our work at rarestudiola.com and see client reviews on Google.