When people are just getting to know your brand, your home page is where they'll start.
On product pages, lifestyle photography is essential in showcasing specific products in use. A home page, though, shouldn't sell anyone on a particular product. Instead, it's simply an introduction to your brand and your product range; it's a launchpad for the buyer's journey.
Lighting can be dramatic or playful, settings can be whimsical or artistic, and models can be young, old, casual, formal, professional, or working-class. Showing your products in use, as part of a buyer's daily life, allows you to communicate everything about your brand—all without saying a word.
In the examples above, you can see how Mene conveys an artsy & sophisticated personality, Zee.Dog appeals to a younger & hipper audience through cinematic photography, and Ipsa communicates comfort & togetherness over a meal.