I posted a poll last week showing two frames from the same set — one clean, crisp, and what I deemed “campaign-worthy,” the other featuring the mess that was a result of a fumbled serum bottle vs. my beloved $3 shein glass.
What was wild to me? I’d thrown it out as a bit of an off-the-cuff post, yet over 80% of my audience preferred the messy, smashed-glass version (one I’d thought was too left-field to be ‘final gallery worthy’).
It got me thinking —
what does this mean for the future of styled product photography and what will brand visuals look like 6, 12, even 18 months from now?
One thing is clear, there’s a shift happening. Brands are becoming more confident in exploring what I’d call intentional imperfection (see; messy sink trend and the ever-iconic coffee trays).
And while the polished, picture-perfect look still has its place (it will forever live on, unapologetically, in the tse. IG grid 😇), like everything in life, it’s about balance.
It’s about using a touch of imperfection as a tool to build connection, without leaning so far in that your brand identity starts to look like an actual mess. No one wants that.
Blur vs Still — Same image. Same styling.
Two very different feelings evoked.
In a nutshell.
The “messy” aesthetic is everywhere. Not just in stylised shoots, but in user- and employee-generated content too. People are craving content that feels less curated and more real, more human.
And it’s not always about the literal mess. From my POV, it’s showing up in the visual details too. From added blur (highly requested in client briefs, and always a clear winner with my own audience), to textures of all kinds (it could be your actual product, or your product lathered in butter, just for fun).
All in all: it seems the messier, the more unhinged — the better. After years of chasing perfection as a society, we’re all a little fascinated by things that look less-than-perfect, and THAT’S what is making people stop scrolling.
As someone who’s worked on campaigns that feature both minimal, ad-ready visuals and scenes dripping (literally) with butter, I’d daresay I’m more than qualified to tell you that these galleries are the ones that go the furthest.
I love it when a brand is willing to experiment. To explore both ends of the spectrum. The clean and a bit of outside-the-box. That’s where I do my best work. I’m basically a genius at striking that balance (I’m a Libran, IYKYK), creating shot lists that feel strategic, authentic, and relatable as hell.
