Cohesion + tension in product photography
Great product photography balances two forces: cohesion and tension. Cohesion makes an image feel intentional. Tension makes it memorable.
In this shoot, I paired a sculptural striped ring with a Bic lighter. On paper, they don’t belong together. But the image holds because of shared details, and it sticks because of their differences.
Cohesion through shared details
Before contrast can work, the image needs something to hold it together.
Both objects feature metal
Both use vertical stripes
Both are grounded in black
That shared visual language creates cohesion. It makes the eye accept them as a pair.
Tension through difference
Once cohesion is established, the contrast comes into play:
A sculptural ring designed to be treasured
A disposable lighter designed to be used and discarded
That split creates tension. Precious meets ordinary. Elevated meets everyday. The clash is what makes the image memorable.
Why cohesion and tension matter
Memorability doesn’t come from beauty alone. It comes from the combination of two forces:
Cohesion gives an image clarity and legibility. The viewer knows why these objects belong together.
Tension keeps the viewer engaged. The differences spark curiosity and make the image linger.
When brands understand how to balance these two forces, their images do more than decorate. They build recognition, spark recall, and carry stories further.
For brands, that balance matters. Cohesion makes images legible. Tension makes them stick. And memorability is what drives recognition and recall.
Further reading
To understand how clarity and intention translate into brand results, view part 1: photography = performance
For a look at how I build portfolios strategically, explore Closing the portfolio gap
For practical tools to guide creative pivots, explore the Creative tools page
Next steps
If your campaigns need product photography that’s bold, intentional, and built to last, view services or get in touch.