Paring Photography With The Copy — Context Is Key
Most people show up to their headshot session having never really thought about what kind of expression they aught to capture. So it’s only natural to step into the lights, face the camera, and go for a nice..big… cheeeese.
After all, for as long as we can remember, the act of pulling out a camera is always followed with that exact prompt - say cheese.
But for professionals who’s headshot is more than just their Linkedin picture, it is worth acknowledging that a big smile may not be the right expression for a headshot, when you consider context.
For example, you might be directly contradicting a written message in a social media article, and more generally, a plain smile might just misrepresent your business in general. The “we fight for you” attorney showing teeth, to hit the nail on the head.
Likewise, even if you are the nicest person to work with, there might be other facets of your personality that actually create value to others. To be clear, I am not saying don’t smile. I’m saying think about where the headshot goes, what the idea of that presentation is and then ask, what would I actually be doing with my face when saying those things.
Here are ten examples of headshots working well with popular captions, while suiting the personality of the professional accurately.
1. Award Winning Practice
There was a phrase I heard in sports growing up - “act like you’ve been there before”. Whether it was meant as a joke or a serious lesson, this expression offers that same sentiment. Respectful pride that doesn’t over-celebrate.
2. Top 100 In Illinois 2023
Confidence is expected with this caption, and her confidence shines through in the eyes.
3. Fighting For You
Anything less than a game face will defeat the purpose of using such strong copy. And the only difference between the image above is the slope of the corners of their mouths.
4. Managing Partner & CEO
Distinguished, poised, powerful and natural.
5. Welcome to the Team
Bright lighting and teeth smiles will always create a happy energy.
6. Schedule A Consultation
Compared to a teeth smile above, the dark background provides a more “professional” feel - while still offering warmth.
7. What Clients Are Saying
A teeth smile is tempting, and can work too but sticking with a dark background and reserved expression implies, this is the standard we expect, rather than wow I can’t believe it!
8. Let’s Connect
Mid-laugh expressions are so special, because of how they impact the viewer, but they tend to be overlooked because they don’t score so well on the “professionalism” scale. But a post inviting people into your social media circle is a perfect use case because it’s real, unfiltered, and exactly what you want from someone you follow.
9. Serving Clients In Over 50 Countries
This expression strikes the right balance: confident, polished, and universally approachable. A full, genuine smile reads as friendly across most cultures, especially in global-facing roles. The dark background and sleek wardrobe choice reinforce the level of professionalism and poise expected from someone representing the company across international markets.
10. Over $20 Billion In Settlements
This image pairs composure with confidence — a fitting match for a milestone of this scale. Staying reserved here and letting the copy shine says the work speaks for itself.
Takeaway:
None of these examples should be shocking, and that’s the point. The words you read and the face you see resemble how you would expect someone to look while saying those words.
But if you look at counter-examples, it’s clear how quickly a message loses the feeling because your brain is interpreting two very different feelings at once - one created by a visual and the others created by the words you are processing.
Devoted To Justice
As you certainly know by now, the copy is calling for a much more serious tone.
Effective use of imagery takes advantage of human psychology.
While viewers probably do not overtly think “this person seems like they will fight for me because the headshot has a dark background, no teeth, etc..”, the brain is wired to pick up on the energy, and if things are not aligned, the intended message gets deflated.
