Lifestyle vs. cut-out: The ultimate guide to what press images you need
You’ve written the perfect pitch. You’ve found the right journalist. But if your press images aren’t up to scratch, your chances of being featured drop significantly.
At PR Dispatch, we’ve seen this mistake time and time again. Brands with beautiful products miss out on press because they don’t send the right images — or any at all.
So what do journalists actually want? Lifestyle or cut-out? High-res or web-ready? We’re breaking it all down so you can feel confident your images are press-ready.
First, why press images matter so much
No matter how great your pitch is, journalists cannot include your product if the images don’t work.
Editors are on tight deadlines. They need to be able to see your product clearly, drop the image straight into the layout, and trust that it’s high enough quality for print or online publication.
If you don’t make it easy for them, they will move on to the next brand.
What are cut-out images?
Cut-outs are product photos taken on a clean, white, or transparent background, typically shot from multiple angles. These are the most requested and most used image types in product features and gift guides.
They’re clean, simple, and allow editors to place your product into roundups, articles, and online galleries without distracting backgrounds.
What makes a cut-out image press-ready:
Shot on a plain white or transparent background
High resolution (ideally 300 DPI for print)
JPEG or PNG format
Product-centred, with good lighting and no props
💡 Editors often build their entire gift guides using cut-outs, especially for online and print roundups. No cut-out, no feature.
What are lifestyle images?
Lifestyle images show your product in context — being used, styled on a table, held in someone’s hand, or surrounded by props.
These are important for brand storytelling, but they are less commonly used in press, especially in roundup-style articles. Lifestyle images are great for:
Interviews and founder features
Broader brand stories
Marketing and social media
Your website and lookbooks
✨ Some editors will request lifestyle images after shortlisting your product. It’s smart to have them ready, but don’t lead with them unless specifically asked.
So which one do you need for press?
Always prioritise cut-outs.
If you can only shoot one type, invest in clean, well-lit cut-out images of your hero products. This is what journalists will ask for 9 times out of 10.
Once you have those, create a small bank of lifestyle shots for additional context and use them across other channels.
Where and how to share your images
Don’t just attach massive files to your emails. Journalists need access to images quickly and easily.
Do this instead:
Include 1–2 small JPEGs in your email to show the product
Link to a Dropbox or Google Drive folder with labelled, high-res images
Organise the folder with clear subfolders like: “Cut-Outs”, “Lifestyle”, “Logos”
Never send WeTransfer links — they expire and create friction
Quick checklist: Is your press image library ready?
✅ Cut-out images on a white or transparent background
✅ JPEG or PNG format (high res, ideally 300 DPI)
✅ At least 1 image per product you want to pitch
✅ Easy-access folder link included in pitch emails
✅ Lifestyle images available but not sent unless requested
Final thoughts
Press images are not just a nice-to-have — they are essential. A beautiful product that no one can see clearly will never be featured. By prioritising cut-out images and making them easy to access, you dramatically increase your chances of landing coverage.
Great PR starts with great assets. Make sure your images do your product justice.
Need support with your PR visuals?
At PR Dispatch, we help eCommerce brands feel confident and prepared to pitch with everything journalists need — including guidance on how to create press-ready assets.
Join PR Dispatch today to access expert guidance, templates and journalist contacts for getting your brand seen.