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Visual tone

eBay’s photographic tone illustrates our customers’ authentic experiences around their products, passions, and communities.

Three stylish young women pose on a city sidewalk. The left wears a light blue cropped jacket with wide-legged jeans and a blue handbag. The middle sports a green and white athletic jacket with light cargo pants and a red and white handbag. The right dons a printed dress, white ankle boots, and a bright yellow handbag. They appear happy and confident, with trees and buildings in the sunny background.

Art direction

Three stylish young adults pose confidently against a green background. One wears a white hoodie with "F G" and dark jeans, another a black cropped "KITH" sweatshirt with a pleated skirt, and the third a camouflage jacket from A Bathing Ape brand, green bandana, and dark pants. Their styles blend casual and streetwear fashion.
A black croc-embossed YSL handbag is placed on a red textured surface. Nearby, there are a red lipstick, a gold chain, and a pair of sunglasses with a pearl chain. The arrangement showcases a chic and luxurious aesthetic.
The image depicts five friends enjoying themselves indoors, sitting on a blue couch in a stylish room with white walls and large windows. The floor features a black and white checkered pattern. The group appears joyful, with some dancing and others laughing, dressed in colorful and trendy outfits. The room is decorated with plants and has a casual, lived-in feel.
The image shows two individuals standing confidently on a basketball court outdoors. The person on the left is holding a basketball and wearing a yellow jacket over a black mesh shirt and green shorts. The person on the right is wearing a red jacket over a blue top and beige pants. Both have a stylish and casual appearance, with a backdrop of trees and a basketball hoop visible behind them. They exude a cool, urban vibe with their relaxed yet assertive postures.

Sketch a scene

Your scene's narrative directs all stylistic decisions in photography, ensuring authentic representation. Opting to show spaces within real environments helps ground the settings in the real world and better connect our customers to the lifestyles and products we promote.

Keep it real

Images should project a sense of approachability, realness, and humanity. They’re relatable, embracing imperfections and real-life moments. People’s expressions and behaviors are real and true to themselves. The image reflects real life, not a lofty, idealistic interpretation.

Elevate the styling

Keep in mind that the presentation of products also communicates their value. Elevate products by thoughtfully selecting high-quality props, outfits, sets with character, and overall styling that elevate the narrative.

Contextual staging

Images show angles and details of the product that are unique and desirable. Opt to show real environments that complement the story of the product and its audiences in an authentic, inspiring way.

The image shows a person with numerous tattoos on their arms and legs sitting on a red surface, likely an outdoor court. They are wearing a gray sports bra, gray shorts, white socks, and blue and white sneakers. A basketball rests between their legs, and they hold a gradient water bottle. Beside them are a red sports bag, a pair of red and white sneakers, a blue Adidas pouch, and a skateboard with white earphones. The scene exudes a sporty and casual vibe.

Inclusive casting

Our casting represents our diverse and global customer base and marketplace. We want to show customers varying in age, ethnicity, body type, and culture in genuine and authentic ways.

The image shows four young individuals dressed in a mix of athleisure and streetwear styles. A description of the looks: On the left, we see a dark blue jacket over a striped collared shirt, pinkish-red faded trousers, and beige sneakers. On the second Left: Blue varsity jacket with "Supreme," light-colored hoodie, light blue striped jeans, and tan Timberland-style boots. On the second right, we see a cream sweatshirt with "KITH" and graphic print, mustard brown cargo pants, and black shoes. And lastly, on the far right we see a Burgundy patterned zip-up top, dark gray flared trousers, and beige sneakers.

Natural lighting

Lighting is realistic and vibrant, but always within a natural tonal range. Always use or emulate light that feels natural to the narrative of the photo.

The image shows an older woman standing indoors, holding a large, textured vase. She is wearing a light-colored jacket over a blue and white striped shirt. The background features a bright room with large windows, artwork, a potted plant, and a table with various decorative items. The scene conveys a cozy, artistic atmosphere.
The image shows an older woman with curly white hair, wearing large black sunglasses and a fitted black turtleneck. She accessorizes with bold chunky chain necklaces and oversized earrings. The background is a solid deep red, highlighting her stylish, sophisticated appearance.
The image shows a stylish, small red handbag with a unique, coiled design. It is placed on a surface with a richly patterned red and black rug in the background, highlighting the bag's intricate texture and bold color.
The image shows a young woman seated on a wooden block, dressed in a red cropped sweatshirt with white and blue stripes and the number "72." She pairs it with high-waisted, pink and white checkered pants. Her outfit is completed with white socks and brown loafers. The background is a bright, white backdrop with some natural outdoor elements visible on the left side.

Nighttime

In a nighttime scene, natural lighting may involve using high-flash, employing a variety of shutter speeds, or incorporating bright continuous light close to the subject to create contrast and shadows in the frame.

Golden hour

Another form of natural lighting is the golden hour, occurring shortly after sunrise or before sunset when the sun is low, casting warm, directional light with soft, long shadows. It can be recreated naturally or artificially in a studio.

Daylight

Our go-to standard light in lifestyle, natural bright light adds warmth and a subtle storytelling element to the product, while maintaining true-to-life colors and overall appearance. This can vary from soft, diffused lighting to a high-contrast style while still maintaining a realistic appearance.

Resources

Change log

DateNotes
Jun, 2024
  • Updated to eBay Evo
  • Consolidated examples into their own groups consisting of art direction, contextual staging, inclusive casting, and natural lighting