You Don't Have to Choose Between Dark & Moody or Light & Airy Photos
When did people decide you have to be either team Bright and Airy or Dark and Moody? Or that you have to pick only one look for your feed?
I blame influencers of the pre-pandemic era that relied on filters and presets to get a particular look on Instagram because they didn't know photography or how to work with light. There, I said it.
Okay, I've said it before, but it's worth saying again because many people still feel torn and troubled by the thought that they can't carry on until they decide which path to take.
This doesn't mean you can't choose one over the other—many people do. It just means you don't have to. Because the truth is that it's not the lightness (or darkness) of your images that matter most.
When I teach photography, I teach people how to shoot both ways. Not because they have to pick one, but because when you learn to work with light and shadows, you can create any damn look you want. You can go dark, light, and everything in between.
Here's what's important: how does it feel?
Whenever I work on a brand project with a client, we create mood boards and lists to describe the feeling we're going for. No one has ever started the conversation with, "So, folks, is this going to be bright and airy or dark and moody?" Nope. It begins with a simple list of adjectives.
Today's mini case study is about a candle brand whose products are handmade by a ceramicist and then hand-poured with small-batch wax. This isn't something you can get at T.J. Maxx, my friend; this is the good stuff.
Their list included words like:
luxurious
soft
sexy
The result? Photos that vary in brightness and still work together beautifully because they invoke an aspirational luxe vibe.
The feeling you create for people is far and away more important than choosing one look. Notice how a dark image can feel clean, and a light image can feel sultry.
How'd we do it? By using diffused light, honoring the brand color palette, and selecting locations with intention.
So, you're off the hook for choosing one to commit to, whew!
When you're taking pictures this weekend, aim for a feeling. You can start with adjectives or a phrase. I'm going with late summer love, how about you?