The One Question I Ask Before I Ever Set Up a Light

The Unexpected Question That Makes Every Shoot More Intentional

Ever feel like you’re doing all the right things on a shoot—perfect props, gorgeous lighting—and somehow, the final image still doesn’t feel right?
I’ve been there. And here’s what I’ve learned after hundreds of shoots: When we skip over the emotional alignment part of the process, we’re often left chasing the vibe instead of capturing it.

So now? Before I ever set up a light, before a single prop hits the table, I ask my clients one question that usually makes them pause. It sounds a little bit odd, but it’s the reason we nail the vibe every time.

What I’ve Learned About Client Alignment (And Why It Matters So Much)

Here’s what I’ve noticed, especially working with small brands and entrepreneurs: Most clients come to the table with some idea of what they want their images to look like (they’ve got a mood board or a Pinterest folder ready!). But when I ask them how they want the image to feel, I get blank stares.

That’s where this question works its magic. It helps them articulate what they want their visuals to communicate emotionally, not just visually. And that clarity? It’s a game changer.

Why Creative Alignment Matters Before You Light the Set

If you light and style before you align, expect chaos.

Here’s why:

• Misaligned expectations can lead to reshoots, wasted time, wasted budget and, ultimately, images that just feel generic.
  
• Asking this one question brings clarity around vibe, tone, and brand alignment before we take a single shot.
  
• It’s a fast and intentional way to transform a loose, vague creative brief into clear, actionable direction.
  

The Question That Unlocks Better Collaboration

So what’s the question?
“How do you want your customers to feel when they buy your product?”

Simple, right? But oh, the conversations this sparks.

This question forces clients to think about:

• Their brand voice
• The emotional experience they want to create
• How their product fits into the lives of their audience
  

It opens up rich, creative dialogue—without intimidating them with photo jargon. Suddenly, we’re co-creating an experience that’s aligned from frame one. This goes beyond shooting pretty pictures.

And bonus? When clients feel heard in this way, they show up as true collaborators on set—not silent bystanders. And that, my friend, is where the creative magic happens.

Real-World Impact—How This Question Shaped Past Shoots

The best shoots I’ve done? All started with this question.

✨ Cocktail shoot:
The client initially said “luxury,” but after this conversation, they clarified they wanted approachable indulgence—fun, bold, modern. That led us to deep, rich color choices and sleek, contemporary props.

✨ Editorial food shoot:
A cookbook author told me she wanted her readers to run to their favorite juice bar and grab a smoothie after seeing her photos. That vision influenced every styling and color choice we made for her shoot.

✨ Ice cream brand:
“This is the first time a photographer asked how I want the image to feel,” the owner said. That question sparked a deeper brand conversation—and ultimately helped her realize the visual ambiance she’d been trying to create wasn’t yet coming through. Together, we shifted her visual direction to truly match the joyful, playful tone she wanted her brand to embody.

Why Intentional Conversations Create Better Images

A little intentionality up front saves so much time (and money and headache) later.

Here’s what I’ve found:

• This odd little question takes 60 seconds—and saves hours of second-guessing.
  
• It makes clients feel like true creative partners, not passive observers.
  
• And the images we create together? They feel more emotionally resonant, more intentional, more on brand—every time.
  

Ready to Bring More Intention to Your Next Shoot?

Curious what your next campaign could say? Let’s chat.
I’ll bring the lighting—you bring the vibe. Contact me today!

Want to explore more about crafting strong creative briefs? I love this article from BrandingMag.