The home design industry is shifting away from empty room photography toward images featuring people and their pets. This change reflects adaptations to social media, e-commerce, and AI influences on consumer behavior. Experts cite cost savings, authenticity, and better engagement as key drivers.
In recent years, the design industry has moved from sterile, empty-room images to photos populated with people and animals, adapting to a consumer base shaped by online platforms.
Designer Carrie Moore's project shoot exemplified this trend, featuring the client's family alongside a dog in an entryway shower, a chicken in the mudroom, a bunny in an upstairs bedroom, and a horse on the front lawn at sunset. These images earned a placement in a national shelter magazine, which requested the same subjects for its own shoot.
Historically, empty rooms dominated due to high costs of hiring models and logistical challenges in staging full home setups. Polly Wong, president of Belardi Wong, noted, “Photography in general is more expensive in home furnishings than in apparel,” highlighting the expense of shipping furniture for shoots.
Alex Back, founder and CEO of Couch, explained the risk of mismatched interpretations: “Picture a beautiful $14,000 sofa. The people actually sitting on it are not going to be dressed in suits and ball gowns, but to match that product, you kind of need to show a gorgeous runway model in a gown—versus a rich guy sitting in his underwear.”
User-generated content has accelerated the shift. Wong stated, “The extreme magnification of user-generated content is part of this—you couldn’t stop it if you tried.” Data from social ads shows consumers prefer real-life scenarios with people and pets, providing scale and context for products.
Brands like Havenly vary approaches: minimal people for The Citizenry, playful scenes for Burrow. Peter Salathe, Havenly’s head of creative, said, “This is what we’ve evolved into: It’s more like, ‘This is your home. This is the way it would really be.’ You can picture yourself a little better.”
Interior design strategist Ericka Saurit advises clients to include diverse people for authenticity, appealing to Instagram algorithms and potential clients. Samantha Cury's multigenerational shoot boosted her business, capturing dynamic family scenes.
Media is embracing this too, per Jennifer Weaver of The Storied Group: “Now we are turning that whole notion on its head. As we embrace AI, people are really looking for authenticity and proof of life.” Examples include Douglas Friedman's shots of unmade beds and animals in homes.
For privacy-conscious clients, options like motion-blurred figures or pets maintain liveliness without intrusion. Sarah Storms uses pets: “It’s almost like you’re peeking into a life, but you don’t really see who that person is.” Parisian designer Stéphanie Le Rouzic features herself and family, aligning with her tagline: “Happy places, happy people.”
Post-pandemic, the industry rejects Pinterest-era perfection for imperfection and quirk.
