10 Essentials to Craft a Story Before an Interior Photo Shoot

Founder Commentary by Jeff Jones

When I step into a space with my camera, I’m not just documenting a room  -  I’m looking for a story.

As an interior design photographer, my work is rooted in one belief: the most powerful images don’t just show how a space looks  -  they reveal how it feels.

I want to understand the journey behind the design:
Was this a milestone project? A creative risk? A forever home?

Those are the stories that deserve to be told  -  and told well.

Why Storytelling Matters in Interior Photography

Interior designers pour months (or years) into their projects. But when it comes time to photograph it, the storytelling piece often gets overlooked.

Instead of styling with intention or mapping out a visual arc, the shoot becomes a checklist  -  and the final gallery, while technically clean, often lacks emotional connection.

But here’s the truth:

Photos are how your work lives on.
They help future clients see themselves in your spaces. They get editors to pause. They build trust.

When a story is missing, you might still get a pretty shot  -  but you won’t get the kind that builds momentum for your brand.

That’s why I shoot editorially. I’m not just capturing the design  -  I’m translating the narrative behind it.

What I Look for in Every Shoot

When working with designers, I always ask:

• What’s the emotional intent behind this space?

• What mood should we evoke?

• What do you want potential clients (or editors) to feel when they see it?

Because when your story is clear, your shoot becomes more strategic.

Your content becomes more versatile.

Your brand becomes more memorable.

(Image Prompt: A diptych or slider showing one wide angle and one close-up vignette from the same space to illustrate depth in storytelling.)

10 Essentials to Craft a Story Before an Interior Photo Shoot

Here are 10 pre-shoot elements I recommend every designer considers  -  to make your story stronger and your images more valuable across platforms.

1. Clarify the Intent of the Project

Is this a transformation? A creative signature? A forever home?

Understanding the “why” gives the shoot purpose and helps guide the framing, styling, and pacing.

(Image Prompt: A wide establishing shot that shows the full context of the space  -  think before-and-after, or a “hero angle” that reflects transformation.)

2. Know Who You're Trying to Attract

Your photos should speak to your dream client’s taste and values.

Are they modern minimalists? Creative entrepreneurs? Growing families?

(Image Prompt: A lifestyle-driven vignette  -  e.g., a wellness corner, built-in bench with textiles, or curated shelf that reflects the ideal client’s aesthetic.)

3. Name the Internal Theme or Hook

Give your shoot a working title like “Relaxed Luxury,” “Quiet Earth Tones,” or “Vintage Modern.”
It’s a creative anchor  -  even if you’re the only one who sees it.

(Image Prompt: A hero photo that reflects the theme through palette, mood, and styling (e.g., sculptural lighting, tone-on-tone textures, layered softness))

4. Understand the Design Drivers

What inspired the design? A challenge? A material? A cultural element?

Knowing this gives us creative direction for details and angles.

(Image Prompt: A tight crop of a custom feature, textured wall, or design solution  -  for example, a unique floor transition or handcrafted cabinetry detail.)

5. Collect Personal Client Details

Did the client contribute a story, object, or piece of themselves to the design? That’s gold.

(Image Prompt: A vignette that includes personal touches  -  an heirloom, a meaningful book, family photos subtly styled into the scene.)

6. Decide What You Want the Photos to Say About You

Your portfolio is your positioning. Are you editorial? Family-first? Sustainable? High-touch?

Let that be part of the visual narrative.
(Image Prompt: A portrait or over-the-shoulder image of you in the space  -  styling, sketching, or interacting naturally. Keep it brand-aligned and relaxed.)

7. Select Key Moments That Anchor the Story

Choose 3–5 areas of the project to highlight. We’ll frame them in multiple ways  -  wide, medium, and tight  -  to give your story layers.

(Image Prompt: A series of 3 images for one hero space:

• Wide overview

• Medium shot with styling

  Tight detail (e.g., cabinet hardware, curated surface, etc.))

8. Think Ahead to Where the Story Will Live

Different platforms = different crops.

• Website: wide & clean

• Instagram: editorial vignettes

• Pinterest: vertical scroll-stoppers

  Press: depth and sequence

(Image Prompt:

• Horizontal banner crop

• Square vignette

• Vertical portrait-style vignette with movement or texture)

9. Align the Styling with the Story

Your props, textiles, and florals are part of the narrative. Match the tone of the project  -  minimal, cozy, bold, natural, etc.

(Image Prompt: Styled shot using on-brand props:

• For minimal: stoneware, negative space, branches

• For cozy: soft throw, board game, coffee moment

• For editorial: asymmetrical sculptural objects with texture play)

10. Prepare Supporting Words + Captions

Document stories, quotes, or inspiration behind the space. These shape captions, press angles, and even future blog posts.

(Image Prompt: BTS image of you flipping through samples, sketching, or adjusting props  -  use with a reflective caption about your process or the client.)

What Designers Often Overlook

The most common gap I see isn’t in the design  -  it’s in the preparation for the shoot.

A rushed setup often leads to flat styling and missed storytelling moments.

But when you prepare the narrative before the camera comes out, your content becomes more than just visual  -  it becomes strategic.

Your Story Deserves to Be Told Well

If you’ve ever seen someone else’s work featured and thought,
 “My project is just as good  -  why didn’t I get noticed?”  - 
 …it might not be the work. It might be how the story was presented.

That’s exactly why I created this:

 → Free Mini-Course: How to Write a Pitch That Gets You Published

You’ll learn how to shape your project into a clear, compelling narrative  -  and pitch it with confidence to editors, collaborators, or future clients.

Because great design deserves to be seen  -  and remembered.