Mastering click-worthy pin design can feel daunting, especially if design isn’t your forte. So if you feel that, today’s topic-styling images for Pinterest-is just for you! In this episode Kate is joined by Lori Rice, a talented stylist who specializes in food, produce, and travel images. Lori has a sharp eye for what works on Pinterest, and today, she’ll share her insights on how to craft visually stunning pin designs that truly resonate with your audience.
Whether you’re struggling with styling or photography, we’ve got you covered. Lori and Kate discuss not only how to work with photographers to capture your unique aesthetic but also how to strategically select stock images that align with your content. It’s crucial to remember that Pinterest is a visual search engine, and choosing the right images can make or break your pin’s effectiveness.
Let’s hop into today’s episode with Lori Rice and discover how to elevate your Pinterest image styling.
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An Interview with Photographer, Lori Rice
Kate: Lori, welcome to the Simple Pin Podcast.
Lori: Thanks so much for having me. I’m really, really happy to be here.
Kate: We’re excited to have you share your expert experience on how to grow in our skill of pin design. So, Lori, why don’t you tell our listeners a bit about who you are and what you do?
Lori: Sure! I’m primarily a food photographer and product photographer, but like lots of entrepreneurs, I wear many hats. My journey with Pinterest actually started as a food blogger. However, I eventually moved away from blogging because, back then, blogs weren’t really seen as businesses like they are now. I wanted to establish my own business where I could work directly with clients, creating content for them rather than focusing on my own sites.
I have a background in nutritional sciences, which led me into nutrition and food writing, and eventually into food blogging. That’s where I developed a love for food photography and exploring where food comes from, which naturally evolved into product photography. Along the way, I’ve also taken on running social media for some of my clients. Even though my introduction to Pinterest was through food blogging, I’ve since been able to evolve my use of the platform. When I’m photographing for clients and developing content, I always keep Pinterest in mind because it’s such a powerful tool for driving traffic, selling products, and offering services. I’ve been using Pinterest for a long time, but in the past few years, I’ve reignited my passion for it. It really is one of the most enjoyable and powerful platforms out there.
Kate: Absolutely, and I think the role of a food creator—or food blogger, as we used to call them—has really evolved. It’s definitely seen as a business now, whereas before it wasn’t. I’ve always admired food creators because it’s such a demanding job. The toughest part seems to be the photography and styling, but it sounds like you really gravitated toward that aspect and made it your favorite part. Like writing and SEO didn’t really grab your interest, but photography did.
Lori: Exactly, that’s exactly what happened. I really fell in love with creating visuals and telling a story through images—whether it’s something as simple as inspiring someone to pause and appreciate the beauty of a photo. For me, it’s all about food and where it comes from. That’s been my journey with photography. I consider myself a solo stylist and photographer, meaning I do almost everything myself when I work with clients. This often includes recipe development, styling, and photography. While I sometimes collaborate with others, I usually handle it all, which allows me to craft images in a way that’s most powerful on Pinterest.
The California Farm Table Cookbook: 100 Recipes From The Golden State
A Strategic Approach To Styling An Image
Kate: That’s impressive! Okay, let’s dive into an example. I want to know what goes through your mind when you’re setting up a picture for Pinterest. So, here’s a scenario: you’re working with sourdough bread, which has been hugely popular on Pinterest since 2020. It seems like everyone has their own sourdough starter, and the market is saturated with images. In fact, I was just watching a Disney+ show about bread, and they started with sourdough. So, given how popular and common it is, how do you approach styling something like sourdough bread when there are already so many images out there?
Lori: Great question. To start, you have to step back from the subject itself and consider what you call the “hero” of the image. If you’re a brand or business, whether you’re promoting a product or a recipe, you need to think about your overall style first. For me, the process then moves to thinking about the keywords I’m targeting on Pinterest. If I’m creating a photo specifically for Pinterest marketing, I’d consider those keywords and whether there are other elements I can bring into the photo to leverage those keywords on the platform.
Seasonal Imagery For Pin Design
Lori: For example, let’s say it’s October, and you want to tap into the fall season for your pin design. You could integrate elements related to camping, hiking, or even travel. I’d think about creating a very fall-inspired image—maybe using plaid, and if I can photograph the bread in an outdoor setting like a picnic table, that’s even better. But you can also create that feeling with tabletop photography. The idea is to evoke the rustic, homemade vibe that aligns with the season. Of course, this depends on whether that rustic style is consistent with your brand’s aesthetic.
THe Proper Use of Negative Space
Lori: When it comes to actual styling, I think about how the photo will be used. Am I going to drop it into a template, or will it be posted as-is with perhaps some text overlay? My style has evolved to include a lot of negative space—essentially, white space in the photo. I like to position the subject off-center, following the rule of thirds, and leave room for things like a logo or text. This approach not only makes the image visually appealing but also functional for various uses.
Kate: That’s such a strategic way to think about it. Do you think a lot of people forget about elements like negative space or how the photo will be used in a template?
Lori: I think they do. A lot of us, especially when we’re taking photos for our business, feel compelled to fill the frame. It’s almost like a reflex—our brains just want to fill every inch of space. It’s similar to how we often feel uncomfortable with silence. Think of negative space as the visual equivalent of silence; it creates room for adding elements later.
Consistent Branding
Kate: I love that analogy. So, we’ve got our scene—it’s fall, there’s plaid, and you’re communicating a specific message with this image. How do you ensure that your branding remains consistent across different seasons or themes? Do you think branding in photos is just as important as branding with fonts and colors?
Lori: Absolutely, branding in photos is huge. It’s what makes your content recognizable and helps it stand out. With Pinterest, there isn’t one specific style of photo that always works. You’ll see everything from dark, moody images to bright, modern kitchens, and everything in between. There’s room for all styles on Pinterest, but if you want people to recognize your brand and associate it with a particular feeling or service, you need to narrow down your style.
If you’re struggling to identify what you like, start by figuring out what you don’t like and move from there. Your photos should have a cohesive look, whether that’s through the props you use, the lighting, or the setting. Consistency is key to creating a strong brand identity with your photos.
Related: The Importance of Personal Branding
Keep It Simple
Kate: You mentioned that there’s no one photo style that works on Pinterest, and I think that’s so true. How do you navigate that uncertainty when trying to create a cohesive brand? And what do you do when something you’ve posted on Pinterest unexpectedly takes off, even if it’s totally different from your usual style?
Lori: That’s a great point, and it’s why I often return to simplicity in my photos. You can easily get caught up in trends, but trends will always change, just like in fashion. That’s why I encourage people to pick a style and stick with it. Trends might come and go, but if you maintain a simple, consistent approach, your photos won’t become outdated.
Creating a style doesn’t have to be about following a particular trend. It can be something more subtle, like always using a specific type of background or maintaining a certain depth of field in your images. Little things like that can keep your style consistent while allowing you to adapt to what’s currently popular on Pinterest.
Common Styling Mistakes
Kate: If you had to point out one common misstep people make when styling their photos, what would it be?
Lori: I think the biggest misstep is not having a clear focus on the hero of the image. We often get caught up in creating an elaborate scene and lose sight of what the actual subject is. Even if you have a photo that’s full of elements—what we call filling the frame—you still need to have a focal point. If you’re selling a product or promoting a recipe and trying to drive traffic back to your site, your focus needs to be on that subject. For example, if you’re showcasing something like linen or pottery, make that the centerpiece of your photo and build the scene around it.
Pin design Successes
Kate: That makes a lot of sense. On the flip side, what are some successes you’ve seen? Maybe something creative that really helped a photo stand out?
Lori: The best thing you can do for successful pin design on Pinterest is to make your photo work seamlessly with the text you plan to add. The most eye-catching images are those where there’s an intentional space left for text or design elements. If your brand has specific fonts, colors, and styles, your photography should align with that. Maybe you keep your backgrounds light or dark to ensure the text flows well with the image. When the photo, text, and overall brand aesthetic come together, that’s when the image really stands out.
Kate: That’s a great tip. Now, let’s say someone is just starting out as a food blogger or creator, and they have limited time each week for styling and photography. What’s the one thing you’d tell them to focus on to get the biggest win right from the start?
The Importance of Lighting
Lori: Without a doubt, I’d say focus on understanding and controlling directional light. This can completely transform your photos, and in turn your final pin design. Often, when we’re in a bright space—maybe a room with lots of windows or even outdoors—we think more light is better. But then you take a photo, and it looks dull, and you wonder why, given all that light. The reason is usually a lack of directional light on your subject.
Here’s a simple way to change that: Let’s say you’re in a dining room with windows on multiple sides. You need to decide where you want your light to come from—let’s say from the left. Then, you block the light from all other directions, using something like foam core boards that you can get from a craft store. These boards help you focus the light on your subject from one side. You can also use black boards to darken the set or white boards to lift shadows. Even with a phone camera, playing around with directional light will make a night-and-day difference in the quality of your photos.
Kate: That’s exactly why I could never photograph anything! I’d be the one thinking more light equals better photos. But now that you’ve explained it, I totally get why blocking light and controlling it makes such a difference. I’ve seen food bloggers with their setups, blocking light in certain areas, and now it all clicks.
Lori’s Best Shot
Kate: Alright, last question about photo styling before we move on to other topics. What’s one of the best-styled photos you’ve ever done? The one you’re most proud of—can you describe it?
Lori: Sure! It’s an overhead shot, which tends to work really well on Pinterest. I actually took this photo during a workshop, and it was one of the first times I had access to a variety of props to experiment with and develop my style. It’s a simple cheese board with some fruit and nuts, and there’s a rosé wine in the shot as well. The colors really pop, which is a bit different for me since I usually lean towards neutrals, but in this case, the colors work beautifully together. The photo is simple, yet it has multiple elements that make it visually appealing and interesting.
Kate: That sounds beautiful!
Finding The Right Photographer For You
Kate: Okay, so let’s move on from doing your own styling to when you realize you might be like me and never really get the hang of it. You want to hire someone else. Do you have any suggestions on where to find those people? And how do you guide them? How do you give them enough creative freedom but also set boundaries for what you really care about?
Lori: To answer where to find them, I’d start with Instagram, and of course, there’s Pinterest. Pinterest can be a bit harder because the photos aren’t always linked directly to the photographer, but you can still search for photographers who are sharing their work there. Once you find someone whose work resonates with you, reach out to them on social media and see if they offer branding photography. You can also do searches for brand photographers, but who you choose will greatly depend on your budget and what you plan to do with the photos. Are they just for Pinterest, or do you want to use them for broader marketing, like building an e-commerce site?
I personally prefer looking at a photographer’s portfolio. While Instagram has become a sort of portfolio for many, you get a much better sense of their work by visiting their website. Also, consider if you want someone to do both styling and photography, and if they’re going to do it remotely or on-site. These are all factors to consider when approaching someone.
Kate: Do you prefer working alone or collaborating with others directly?
Lori: I prefer working alone. It’s not that I don’t enjoy working with others—I’ve worked with plenty of people I like—but I find that the less direction I get, the more beautiful the photos turn out. When I’m given hard lines to follow, I get stressed trying to make everything perfect according to those guidelines, and that blocks my creative energy.
For example, someone might go to my portfolio, see a natural-looking photo, and love it. If you want that kind of work from me, you need to give me the freedom to capture it. I might snap that shot at six o’clock on a summer evening when the light is just right, and it’ll be perfect. But if you say, “We need to shoot between this time and this time, and it needs to look like this,” I start focusing too much on meeting those expectations, which can stifle creativity.
I’ve learned this over 12 years of doing this, and I know my best work comes when I’m just allowed to do my thing. So, it’s important to talk to your photographer about how they created the photo you love. Was it on a production set with lots of people, or was it something they did on their own? Getting on the same page with your photographer about how they work and knowing what you want going in is crucial.
Kate: That’s a really important point. Creativity is huge, and it’s something we struggle with too when clients come to us with a set strategy. It never works as well because we have our own methods. It’s something to think about before hiring someone—whether you’re willing to let them be as creative as possible to get the best results, or if you want to maintain control.
Lori: Yep, it’s the same idea in the world of pin design. It’s a tough balance, but it’s essential.
Budget + Cost of Hiring
Kate: If I’m going to hire you to do it for me, what kind of range should I consider? What’s the low end, and what’s the high end if I’m ready to just outsource it because I simply don’t have the time?
Lori: The cost is really going to depend on the genre of the photography. I can give you a range, but let me explain a few things first. For example, if you have an actual product, like a piece of pottery or linen—something that’s not a recipe—there are people who might do that kind of photography for a few hundred dollars, depending on the number of photos, because those are usually quick shoots. You set the product down, take the shot, and it’s done.
But if the shoot involves a lot more styling, the price will increase. And if there’s food prep involved—which I do for some food bloggers—the cost goes up even more because of the added time and resources. They have to buy the ingredients, make the recipe, and then create the photo. There are also props and equipment they’re using that you’re essentially renting for your branding.
How you plan to use the photos also affects the price. If it’s just for Pinterest, the cost might be lower. But if you’re building a photo library that could later be used in an article or for paid ads, the price increases. Photography pricing is closely related to the potential revenue you can generate from those photos. For example, if you’re going to put the photo on a billboard, the photographer should be compensated more because of the potential visibility and revenue that could bring.
On the other hand, if it’s just for social media, the cost might be less. The range could be anywhere from a couple of hundred dollars to much more, depending on the scope of the project. Some photographers charge a day rate, but I’ve moved away from bidding on jobs because it often just leads to clients choosing the cheapest option, which isn’t always the best.
Now, I require clients to come to me with a budget. If they say they have no idea what it costs, I push back and ask, “What do you have to spend on this?” For small businesses, maybe you have $250 set aside for the work. If I connect with what you’re doing, I might do the work for that amount. Knowing your budget upfront makes it easier to find a photographer. I love it when clients come to me and say, “This is how much I have to spend. What can we do with it?”
Kate: That’s such an important point. It’s just good business practice to know your budget and the value you place on the project. It might not align with one photographer, but it could align with another who might be an even better fit. We see the same thing here when we ask clients about their budget. They often say, “Well, I don’t know,” but of course they do! They have some pool of money they’re pulling from, so that’s where we need to start.
What To Know Before Hiring A Professional
Kate: What do you wish people knew about what you do before they hire you? Or about photographers and videographers in general? Maybe something that’s a frequently asked question or a misconception you find yourself constantly explaining?
Lori: Oh, absolutely. One thing that comes up often is when I get pitched a project at a set rate, and I agree, thinking it’s a straightforward job. But then they come back with a shot list that includes things like, “We want a scene in a kitchen, with a family eating pie, and some action shots of things being poured.” And I’m like, whoa, hold on! For that, you’d need to rent models, and I don’t have people just on standby. Plus, not everyone has the kind of space needed for that sort of shoot. I’m fortunate now to have a nice kitchen where I can do some of those shots, but typically, other photographers might need to rent a studio or specific space. These are all additional costs that go into the project.
With so many polished images floating around on social media and in marketing, people often don’t understand the effort that goes into creating those images. They might think it’s as simple as picking up a phone and snapping a quick photo, but shoots like that, especially ones involving multiple elements like models, specific locations, or detailed styling, can be expensive. That’s probably the biggest thing: understanding the difference between a straightforward tabletop shot and creating a fully styled scene with all the extra elements involved.
Kate: That’s a lot. I’d be overwhelmed too if I agreed to a project, and it suddenly turned into something much more complex.
Choosing The Best Stock Images
Kate: Let’s say someone has to use stock images in their pin design. I highly doubt it would be a food creator, but for others who might need to, do you have any tips for choosing the right ones? I often find stock image sites overwhelming because everything starts to look the same.
Lori: One thing that not enough people realize is that many photographers, myself included, have massive libraries of photos in our style, and we often provide stock photography. So, if you like a particular photographer’s work, reach out to them. For instance, I had a stock photography membership with produce and food photography for people running farmers markets or health bloggers. While not every photographer does this formally, many of us have a stockpile of images that we can license out, similar to how agencies work.
If you’re looking for a specific style and prefer using an agency, places like Adobe Stock are good options. Some of us also sell through these larger agencies. When you find a photo you like, try to dig deeper—click on the photographer’s name and see if they have more photos available. This can simplify your search and help you maintain a consistent style.
If that’s not possible, try to identify the elements in the photo that appeal to you. Is it the presence of children or older adults? Is it the lighting or setting? The more specific you get with your search terms, the better your chances of finding a photo that matches your style. Avoid the trap of choosing a stock image for pin design that doesn’t quite fit your topic. For instance, if you’re writing about reading books on a beach, don’t just pick a generic beach scene. Find one that really speaks to the specific idea you’re conveying, like someone with a stack of books on the beach. Pinterest’s algorithm categorizes images in various ways, so choosing the right one can make a big difference in how well it performs.
Kate: That’s a great point. You really need to find photos that directly align with your message, not just loosely relate to it. It’s going to have a much better performance that way.
Lori: Exactly.
How To Get Started With Pin Design
Kate: Now, let’s say someone listening doesn’t have the budget to hire you or anyone else. Where can they go to learn how to do this themselves? Maybe they’re the type of person who enjoys courses or memberships. Are there good options out there for them?
Lori: Absolutely, there are plenty of resources. I can tell you about my options first, then give some general recommendations. I have a course called Confused to Confident: Creating Food and Product Photography. It’s a step-by-step, self-paced course. I’ve also got a membership called CreatingYOU for solo stylist photographers, where each month we cover a different topic. I deep dive into photo breakdowns, and that’s all hosted on Substack now. I moved it there recently because it makes it easy for members to control their membership—they can pause for a month or do whatever they need. As a member, you get access to locked posts, training videos, photo breakdowns, and a short podcast that accompanies the material. I also have a blog with tips on food and product photography that can be applied to various types of pin design for promoting a service or business.
When it comes to learning, I’d suggest starting with natural light photography if you’re a beginner. Learn some basic skills there, and then decide if you need or want to move to artificial light. Sometimes you don’t need to; sometimes people want to. When learning, I recommend finding a few educators that focus on the topics you’re interested in. Pick one person whose style resonates with you—read their blog, take their course, ask them questions if possible. Then find two more people you like and follow them. But don’t try to learn from everyone at once. You can get overwhelmed with too much information, and it’s better to tune out the noise and focus on just a few sources for a while.
Kate: That’s great advice. I’ve found that too—if I listen to seven different people about email marketing, they all have a different approach, and I end up getting stuck. So, that’s a really helpful tip. Lori, you’ve shared so much valuable information. If you could give people one tip for a quick win when it comes to styling their images on Pinterest, what would it be?
Lori: I’d say to think about your photos in terms of both imagery and how you’re selling a product or service. Both types of photos work well on Pinterest. There are people on there buying, but there are also people creating mood boards and getting a feel from your photos. So, if they’re pinning your images just because they think they’re beautiful, that increases the visibility of all your pins, which helps the pins that are actually selling something gain more traction too. So, when you’re styling images, think about those two different goals: one, creating a style that directly sells a product, and two, creating a photo that might just inspire someone on a related topic to pin or follow you.
Kate: That’s such a smart approach—considering both audiences at once. Lori, your photography is stunning. I’ll link to your portfolio so people can see for themselves. Where can people go to connect with you?
Connect with Lori
Lori: The best place to find everything I’m doing is at loririce.com. I’m also active on Instagram @lori_rice. I like to chat, so you’ll see me a lot in stories and such. I do have a more personal tone on Instagram—it’s not 100% business content, just to give you a heads up if you decide to follow me there. But those are the best places to connect with me.
Kate: Perfect! Lori, thank you again for sharing all of this with us today. If you’re listening and had an aha moment or takeaway, feel free to share it with friends. Our goal here at Simple Pin is to help you get better at Pinterest, and one key aspect is creating click-worthy pin design images. Often, I see people leaving the images as the last thing they do—they focus on the SEO, the writing, the planning, and then at the end, they just throw something up. This episode really highlights the importance of being intentional with your images. It doesn’t take much time, but it’s crucial to get it right. Lori, thanks again for chatting with us today.
More Pinterest Marketing Resources:
The California Farm Table Cookbook: 100 Recipes From The Golden State
