Aesthetic. We hear that word ALL the time and it’s usually paired with a pronoun (his, her, your) and a type of social media (instagram, tumblr). It’s the type of pictures you take, how your feed looks – it’s your look.
As social media has become a part of daily life over the last several years, building a social media page has become an art in itself. When someone peeks at your feed, you want them to be impressed with your aesthetic before they even tap into one of your pictures. It’s like a first impression, you’re proving you’ve got a good eye from the get-go.
Starting an aesthetic from scratch can be hard. There are so many types of aesthetics that you’ve seen and it seems like such a commitment. The reality is that maintaining an aesthetic can be a lot of work, and you’ve got to commit to it if you want it to look good. But I also urge you, this is your social media page we’re talking about, so don’t do something just because it’s popular, only do it if you really like the look of it!
As a photographer, maintaining an aesthetic can be a very rewarding skill: it proves that you’ve got a consistent style.
Here are some simple tips to start and keep an Instagram aesthetic:
1. Pick a Color Scheme
Instagramers often turn to filters to create an aesthetic because they think it will make each picture look similar, making their profile grid look good. This is problematic because a universal filter does not exist. No matter what app you download, you will never find a filter that can be thrown on any picture and always look good. So as a photographer, always throwing the same filter or preset on your pictures can compromise your art.
Instead, pick a set of colors! If you post photographs that feature the same primary colors, they will complement each other in your grid. Of course, you can still edit your pictures in the same manner with the same tones, but relying on the preexisting colors of your photographs will give your Instagram aesthetic a much more natural feel.
Fashion and lifestyle blogger Erin Nicole uses light pink and cream tones to give her instagram grid a light, airy mood. Note, the consistency isn’t made through filters! She and her photographer, @jcsmittyy, are intentional about what is in the background and foreground of each of their photographs and posts. Similarly, I use blue and white colors to create a clean, urban feel. Whether the pictures are of people or cities, I post and plan photographs that complement each other.
Songwriter and social media wiz Kirstyn Hippe has mastered the instagram aesthetic in a way I’ve honestly never seen before. She’s created a rainbow. A literal rainbow. As you scroll through her profile, it feels like you’re a leprechaun sliding across a rainbow – an immersive experience unlike one I’ve had on social media before. This type of aesthetic enables (and requires) you to post different types of photos regularly, allowing you to show off a range of skills as an artist.
Bradley Milstone and Mitchell Mullins both post tons of outdoors photographs, but their different styles highlight different colors, creating contrasting aesthetics. As if providing a wintermint for your eyes, Bradley draws on his muted blues and greens. Take note that some of his photographs are outdoors and others are in cities, but his careful grid curation produces a cool and refreshing feel all the way through. Mitchell, on the other hand, really makes his orange colors pop! The warm tones of his grid make you feel like you’re driving through the mountains on a fall day with the windows down.
2. Alternate
Your instagram profile will look the same regardless of what platform it’s viewed on, which is a huge advantage to you as you’re curating your grid. The best way to balance your page is by alternating between photographs with different compositions. Often times this takes form in making every other post a portrait. 
Curtis Whitman is an expert at balancing his grid, weaving landscape shots between portraits. This aesthetic technique pushes you to diversify your photography techniques so that you’re not just publishing clusters of the same type of photo!
3. Use Empty Space
A simple way to make your grid more visually appealing is by showing less. Adding borders to your photographs can make your profile look less busy, add a consistency across your posts, and increase the focus on each individual photograph.
Caleb Kent added borders to each post, which gave his profile a streamlined feel, without having to worry about how each photograph relates to the last!
Professional photographer Victor Santiago has also created a unique instagram aesthetic which emulates a portfolio. By separating each project, he can dump the best photos from a photoshoot together and he doesn’t have to worry about matching them with other groups. Once again, the grid feels clean and easy on the eyes!
4. Mixed Media
As photographers, we want to show off our art. It’s natural, and nobody’s hating on you for it. Don’t be afraid, however, to throw in some flourishes throughout your grid to really make it pop!
Making It Work‘s instagram exemplifies these graphic flares perfectly, adding text boxes onto her posts. Note that she doesn’t just throw text randomly on top of her pictures, she uses the same format so that it adds to the grid’s consistency, rather than being distracting.
Of course, these tips are not all-inclusive or restrictive! Make your Instagram aesthetic a reflection of your style. Regardless of what direction you take, the key is consistency. Once you choose the aesthetic you want for your Instagram grid, commit to it!
TAKE SHOTS 