Before-and-after photos are one of the most powerful tools in your marketing toolkit.
They let potential patients see the transformative results you deliver and help them visualize their own aesthetic journey.
But even slight inconsistencies between a before and after photo can make viewers question the authenticity of your results.
We’ve seen firsthand how small photography mistakes can unintentionally distort perception and damage trust.
Here are eight common ways before-and-after photos are accidentally altered, and how to avoid them.
1. Inconsistent Lighting
Bright, even lighting in an “after” photo versus dull or shadowed lighting in a “before” photo can make results appear more dramatic than they actually are. To avoid this, use consistent, studio style lighting for every photo, avoid mixing natural and artificial lights, and never rely on room lighting or a camera/smartphone flash.
2. Changing Camera Angles
Shooting from a higher or lower angle in an after photo visually manipulates contours, proportions, and facial structure. In both before and after photos, always shoot from the patient’s eye level, or another clearly marked, fixed height, and maintain the same angle, camera distance, and degree of zoom in all shots.
3. Varying Facial Expressions or Posture
A slouched or frowning “before” image followed by a smiling and confident “after” exaggerates the effectiveness of a treatment—even if the results and patient’s expressions are legitimate. Have patients maintain a neutral expression and consistent body postures in all series of images. A slight smile is perfectly acceptable if kept consistent. To make this easier on everyone, show a patient their before photos while at your “after” photoshoot to remind them of their facial expressions.
4. Different Backgrounds
A cluttered background in the “before” photo versus a sleek, clinical one in the “after” will make the second photo appear more polished, distracting from actual procedure changes. Choose a neutral, consistent photo backdrop or location in your office (like a non-reflective wall) and stick with it every time.
5. Makeup, Hair Style, and Clothing Differences
Even a simple change like makeup, lashes, or hairstyle can influence perceived results—especially in facial procedures. The same goes for compression garments or body-flattering clothing, which should be obvious to all. Keep patient appearances as similar as possible between photos. For facial treatments, remove makeup and accessories like earrings. For body treatments, ask your patient to choose similarly-fitting, semi-conservative clothing, or ideally, the same clothing if at all possible.
6. Image Retouching or Filters
So-called “slight touch-ups”—like smoothing skin, removing blemishes, or enhancing contrast—can completely invalidate the authenticity of a before-and-after photo. Avoid all retouching, filters, or editing tools. Shoot both photo series from your smartphone’s native camera app, not Instagram, SnapChat, or any of the various “studio” apps now available. What you capture should reflect real, visible changes only.
7. Zooming or Cropping Differently
Cropping in tighter on the “after” photo can make features look more refined, even if the actual result isn’t as dramatic. Frame both photos identically. Use consistent zoom, crop, and proportions to create a direct comparison that tells the true story.
8. Taking “After” Photos Too Soon
Swelling, redness, and early-stage healing can create misleading impressions of final results—sometimes making them look better or worse than they’ll ultimately appear. Schedule “after” photos based on the recovery timeline of the procedure, and make sure the results are stable and representative of a final outcome. Showing a “recovery timeline” is acceptable, and even great for patient education, but captions will make this clearer. “After” images taken on the day of a major procedure are so rejected by patients, that even lay viewers have called out “the oiled-up bodies” still laying prone on operating room tables, particularly in buttock procedures.
Patient Trust Is Everything
Before-and-after photos don’t just market your results—they speak to your integrity as a board-certified plastic surgeon. Today’s patients are savvier than ever. If a photo feels “off,” even subconsciously, they may scroll right past—or worse, assume something is being hidden. (Okay, we’ve all seen unquestionably altered images go viral, but they’ve never ended well for providers.)
By eliminating accidental alterations, you help ensure your images reflect honest and natural results—which is what your ideal patients are looking for.
Partner With Professionals Who Get It
At Studio III Marketing, we help plastic surgery practices and med spas present their results with professionalism, clarity, and confidence. From photo gallery setups to custom branding and content strategies, we know how to build brands for the best surgeons that attract ideal patients in volume.
For help leveling up your photography, branding, website or rankings, let’s talk.
