When it comes to photographing finished remodels or construction projects, not all images serve the same purpose, and that’s a good thing.
One of the biggest mistakes contractors and remodelers make is treating every photo the same. In reality, the most effective visual libraries include two distinct types of images: Technical Images and Editorial Images. Each plays a different role in how you market, sell, and grow your business.
Let’s break down what each one is and why I offer both to help make your brand stronger.
What Are Technical Images?
Technical images are optimized for reference and sales materials. These are your catalogue-style images, the ones that clearly showcase the craftsmanship, techniques, and details that set your work apart.
These images are:
- Clean, well-lit compositions
- Accurate color and perspective
- Clear views of materials, finishes, and construction details
- These images are designed to explain your work.
They’re perfect for:
- Project catalogues
- Sales presentations
- Client consultations
- Website service pages
- Before-and-after comparisons
Technical images help potential clients understand how you work and what you deliver. They build confidence by clearly communicating quality, precision, and expertise.
In short: these images answer the logical questions.
What Are Editorial Images?
Editorial images highlight the aesthetic, mood, and overall feeling of a space. These are your polished showpieces. These are the images that make someone pause, feel something, and imagine themselves in the room.
These images are:
- Intentional styling and composition
- Emphasis on light, atmosphere, and flow
- A sense of lifestyle, not just structure
- These images are designed to sell the experience.
They’re ideal for:
- Brand storytelling
- High-visibility marketing
- Social media and website hero images
- Press features and publications
- Awards submissions
Editorial images don’t just show what you built, they show what it feels like to live in it. They elevate your brand and position your work as desirable, premium, and magazine-worthy.
In short: these images create emotional connection.
Why Your Brand Needs Both
Technical images and editorial images aren’t competing styles, they’re strategic partners.
Technical images support sales and education. Editorial images support marketing and brand perception.
When you use both intentionally, you’re speaking to both sides of your ideal client:
- The part that wants proof, clarity, and confidence
- And the part that wants beauty, inspiration, and aspiration
Together, they tell the full story of your work.
How This Shows Up in a Professional Image Library
When images are properly labeled and organized, such as Technical vs. Editorial, your team knows exactly where to pull from depending on the goal.
Need to explain craftsmanship? → Technical
Need to attract attention or press? → Editorial
This clarity protects your brand, improves consistency, and ensures your best images are used in the right places.
The Takeaway
If you want your photography to work harder for your business, it’s not about choosing between technical or editorial; it’s about understanding the role each one plays.
Technical images build trust.
Editorial images build desire.
And when your visual content does both? That’s when your brand really stands out.
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