What Is Commercial Photography Used for in Business?

Commercial photography is used by businesses to visually communicate who they are, what they do, and how they want to be perceived. Rather than serving a purely artistic purpose, commercial photography is created for practical business use, supporting marketing, communications and brand positioning.

This guide explains how commercial photography is typically used in business and why it plays an important role across different industries.

What is commercial photography?

Commercial photography refers to photography created for business purposes. The images are commissioned to support commercial activity, whether that is marketing, advertising, PR, recruitment or internal communications.

Unlike personal or editorial photography, commercial photography is planned around:

• Clear objectives

• Defined audiences

• Specific usage requirements

The images are intended to be used strategically rather than simply viewed.

Marketing and advertising

One of the most common uses of commercial photography is in marketing and advertising.

Businesses use professional images to:

• Promote products or services

• Support advertising campaigns

• Create consistent brand visuals

• Improve engagement across digital platforms

High-quality commercial photography helps businesses present themselves professionally and stand out in competitive markets.

Brand identity and positioning

Commercial photography plays a key role in shaping how a business is perceived.

Images are often used to:

• Communicate brand values

• Reinforce tone and personality

• Create visual consistency across channels

Whether used on a website, in brochures or across social media, photography contributes to how credible, modern or established a business appears.

Public relations and media use

Commercial photography is frequently commissioned for PR and media purposes.

This may include:

• Press releases

• Corporate announcements

• Media features

• Stakeholder communications

In these contexts, images need to be clear, accurate and suitable for publication, often aligning closely with editorial standards.

Recruitment and employer branding

Many organisations use commercial photography to support recruitment and employer branding.

Typical uses include:

• Careers pages

• Recruitment campaigns

• Internal culture content

• Staff profiles

Professional imagery helps businesses present a clear and authentic picture of their working environment and team.

Internal communications

Commercial photography is not only used externally.

Businesses also commission photography for:

• Internal reports and presentations

• Training materials

• Annual reviews

• Company-wide communications

Consistent imagery supports clarity and professionalism across internal channels.

Events, conferences and corporate activity

Commercial photography is widely used to document and promote business events.

This includes:

• Conferences and seminars

• Corporate events

• Trade shows and exhibitions

• Talks and panel discussions

Event photography provides reusable content for marketing, PR and future communications.

Digital platforms and content libraries

Businesses increasingly rely on commercial photography to build image libraries for ongoing use.

These images may be used across:

• Websites

• Social media

• Email marketing

• Digital publications

A professional image library allows businesses to maintain consistency and avoid relying on generic stock imagery.

Why commercial photography matters in business

Commercial photography helps businesses communicate clearly, professionally and consistently. It supports decision-making, builds trust with audiences and provides long-term value across multiple channels.

Understanding how commercial photography is used allows businesses to commission images more effectively and ensure they meet real-world needs.