I asked my boyfriend if I could borrow some things from him for a flatlay. He asked, “What’s a flatlay?” I showed him the Instagram account @flatlays. To use words, flatlay photography is taking an overhead photo of objects arranged on a flat surface. It’s also a method of visual story telling. A flatlay can be organized in a structured, grid-like presentation (knolling) or a more organic presentation. Flatlays are an attractive way of succinctly expressing something about your brand to your audience.
WHAT SHOULD GO IN IT?
To style a flatlay, we must start with the objects we want to photograph. Primary elements are things that are essential to what you are wanting to communicate. Supporting or thematic elements are items that aren’t necessarily directly related, but are thematically related. What objects are apart of that story, and what supporting elements can you bring in? For example, I love climbing and I lived in Kentucky to have better access to really good climbing. If I were to create a flatlay of these things, I might include, my gear (rope, shoes, carabiner, harness, helmet, etc.), hiking boots, flip flops, bandana, water bottle, clif bars, a guidebook to the Red River Gorge, sunglasses, and a camera. It would be clear to someone who recognizes the gear that I enjoy climbing in Kentucky.
An example of knolling. Heading to Canada or learning to fly?
KNOLLING
Knolling is a form of flatlay execution that styles all the objects parallel to one another and at 90º angles. It fosters a feeling of organization, tidiness, and security to the viewer and is generally extremely pleasing to look at. As with any flatlay, it is photographed from above. If your brand is more reserved or a little bit more aesthetically conservative (like mine), knolling might be a great option for you. Try out various styling methods to see what works best for you!
ORGANIC
Organic flatlay styling is still intentional and organized, it’s just not as rigidly styled as knolling. The elements aren’t aligned according to parallel lines or a grid. They hold the space in a little bit freer way, but the same principles still apply: thematic elements as well as primary ones serve the purpose of telling a story about your brand. You can organize things loosely, while adhering to a structure. Remember that structure doesn’t necessarily mean knolling. It just means that your props should look more natural, and true to life. We don’t set our tables, prep our food, or organize our desk in a knolled fashion. It’s a little neater, even if it’s not perfectly organized into a square. This is how we should style things organically.
Organic flatlay. And the makings of potato soup. (Ingredients are not organic.)
A FEW TIPS
Make sure that the primary story elements are a focal point.
Before you start, decide on the story you want to tell and the message you want to convey.
If you’re looking for something to style small items on, a 1’x1’ ceramic tile works well , and cutting boards are perfect for food. You. Can also create your own styling board by painting a canvas or wrapping it in a fabric of your choice.
If you are using taller items, be aware of how you are styling your props and be careful not to let taller items cast shadows in places where you don’t want them.
If you’re using a flash and would like shorter shadows, position the light higher and more above the flatlay.
I hope this post has given you some helpful information to start with. Now it’s your turn: In the comments, tell me how you would use flatlay photography for your business or project, and what items would you include? Would you use an organic layout or a knolled layout?